The changing face of Britain

The changing face of Britain

Multicultural Britain 2011 census 19.5% of the population of England and Wales now comes from a non-white British background White British (80.5%) Any Other White (5.4%) Irish (0.9%) Gypsy or Irish Traveller (0.1%) Other White (4.4%) Asian/Asian British (7.5%) Indian (2.5%) Pakistan (2%) Other Asian (1.5%) Bangladeshi (0.8%) Chinese (0.7%) Black (3.4%) African (1.8%) Caribbean (1.1%) Other Black (0.5%) Mixed/multiple (2.2%) White and Black Caribbean (0.8%) White and Asian (0.6%) Other Mixed (0.5%) White and Black African (0.3%) Other (1%) Any other Ethnic Group (0.6%) Arab (0.4%) BME groups account for 4% of the population in Scotland and 1.7% in Northern Ireland Source: 2011 Census England and Wales

Population of England and Wales born outside the UK 15 7.5 million people 10 13.4% 5 6.1% 6.6% 7.3% 8.9% 0 1971 1981 1991 2001 2011 From 1993 to 2012 the migrant population doubled - Migrationwatch Source: 2011 Census England and Wales

Ethnic Population projections A study suggests Britain's ethnic make-up will be as diverse as the United States by 2050. Non-whites and foreigners could account for 38% of the UK population. 21 million by 2050 Source: Migration Observatory 2013

Most frequent country of birth for residents born outside the UK 800,000 700,000 2001 2011 600,000 500,000 400,000 694,000 300,000 579,000 200,000 100,000-456,000 58,000 308,000 482,000 473,000 407,000 India Poland Pakistan Republic of Ireland 244,000 274,000 Germany 153,000 212,000 Bangladesh Source: 2011 Census England and Wales

Why think about Ethnic diversity Brown Pound The estimate value of the buying power of BME is 300 Billion One in Five 19.5 % of the population = 11 million people are non white British 77% of British Asians feel that mainstream advertising has no relevance to them. BME Population in England & Wales is larger than the total population of Scotland and Northern Ireland combined What are you doing to reach them 13% Were Born Outside UK and count English as a 2 nd Language Household Size Average UK Household size = 2.3 Average BME Household size 3.3

Planning to reach Ethnic Audience The UK ethnic audiences do not engage with mainstream media Migrants usually turn to their own media for information and entertainment when they are in foreign countries. Cultural familiarity whereby migrants could see their culture reflected in the media either on screen, press, radio etc. Access to news and entertainment in mother tongue languages for non-host language speakers. Coverage in depth of news from home. An ethnic perspective on the news and events within the host country. Discussion and coverage of issues that affect and are more relevant to particular ethnic minority/migrant communities.

Online vs. Traditional Media Online panel surveys carried out by Omnicom Media Group (OMG) Ethnic show that only 18% of ethnic minorities in Britain watch solely mainstream television. That is almost matched by the 16% that will only ever put on ethnic programming. Many ethnic media owners are not yet covered by standard industry research (such as BARB, RAJAR, ABC). Digital aside, a general lack of transparency and accountability with ethnic media delivery remains Source: IPA 2014 Over 50 ethnic TV stations are not covered by BARB Over 65 ethnic radio stations are not covered by RAJAR Over 80 magazines and newspapers are not covered by ABC

Media consumption Pakistani 49% Black African 46% Do help with homework 28% Chinese 37% 3hours and more spent on internet per day 38% 36% Black Caribbean 42% Indian 29% 24% White British White British Chinese Indian Source OMG 2011

Reaching the BME audience 4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 UK Population DD Reach 1,000,000 500,000 - South Asian Muslim Black Polish Chinese Jewish

Multicultural targeting how we do it South Asian Times of India Economic Times Hindustan Times Rediff idiva One India Black Caribbean Black net Voice Online Colourful Radio BN Village Black Profiles Rap- UP Middle East Gulf News Saudi Telegraph Emirates FN Arabic Media Arabian Business Sabah Chinese Back China Asia Times Sohu AA stocks HK Headline Discuss HK Muslim Express PK Nation PK Tribune PK Daily Jang Dawn Single Muslim Islam Online Black African The Standard This Day Online All Africa Africa Review The Nation Ke Ghana Web Including mainland Europe, Russia, Latin America, USA, South East Asia, Australia, Ireland & many more Eastern European Onet WP Polish Express Londynek Emito Gadu-gadu

Some audience insights South Asian largest community, professional, post grad Muslim biggest family size, ten-fold growth in the last 10 years Black - fastest growing group in the UK, professional, ¾ live in London, educated part Polish - younger, 3 rd largest audience, 2 nd most spoken language, 40% degree Chinese largest student population, highest self-employment, educated Jewish showing signs of growth again, ¼ are over 65, 5 generations, educated http://www.channel5.com/shows/no-foreigners-here-100- british/episodes/episode-1-682 http://www.channel5.com/shows/no-foreigners-here-100- british/episodes/episode-2-657

Engaging with the UK s diverse communities Culturally specific media is growing, especially in relation to newer migrant groups to the UK. Source IPA New Britain Report 2014 According to the social research markets study 77% of British Asians feel mainstream advertising has no relevance to them Source British Asians Today Ethnic minorities behave the same as White as new communities settle in Britain, they assimilate more and more until they become indistinguishable from their white counterparts. That isn t true of BME groups, either in the media they consume or their other behaviour. Source OMG 2011/IPA 2014

Online allows - Global, National, Regional & Local Reach

Entertainment Clients

In Summary 1. These communities are similar but not the same - there are lots of ethnic minorities, with many differences between them. 2. Culture, tradition, religion differentiate audiences for example it manifests itself in any number of different consumer patterns, from the South Asian tradition of large and lavish weddings to the finding that black women spend up to six times more on hair care products. 3. Dual personalities - If you're an Asian, you can be just like anyone else at the office; go to the pub; have an Italian, he says, but when you go round your parent s house, you eat samosas and Indian sweets, you watch Hindi films and talk in your mother tongue. 1. Add this thought to your media planning, if Ethnic Minorities account for 20% of the population should you not put them on the brief and perhaps allocate at least 10% of your media budget towards them 2. Education, education, education!

Thank you for listening. Questions? Murly Tiwari Murly@diverselydigital.com We are the leading company offering creative solutions to marketers who want to reach multicultural consumers online With over 4,000 websites and an aggregate ethnic reach of more than 6 million UK users we offer the highest reach and penetration via their indigenous media Riverside House, 47 The Lynch, Uxbridge, Middlesex, UB8 2TQ, UK Tel - +44 (0) 20 7125 0007 Fax - +44 (0) 20 7125 0070