My Code, the digital media company that enables brands, agencies and publishers to decode and connect with multifaceted and diverse audiences, today released its Smart Health and Wellness and Smart Home Survey Reports, which examine multicultural attitudes, opinions and behaviors towards smart home and healthcare tech.
The two survey reports are the first research projects released by the company following its relaunch from Hispanic-focused H Code to My Code, a media company that allows advertisers to leverage targeted data and consumer insights to inform product development, media targeting, and content creation across representation-based verticals. Both reports were conducted to highlight the core issues that diverse audiences care most about when evaluating consumer electronics. These strategic analyses are designed to help smart home and smart health companies tap into the pulse of multicultural consumers, allowing them to anticipate attitudes towards marketing in order to create meaningful connections and experiences digitally.
Representation and cultural relevance is becoming more integral to consumer purchasing decisions, especially for health and wellness and smart home technology products. The new My Code surveys measure consumer technology interest for multicultural audiences to understand whether potential unconscious biases are limiting brand growth and the resulting technology adoption among multicultural consumers. My Code released these findings to share its insights with leaders and innovators in the technology industry in order to educate them on opportunities to help their brands better engage with multicultural Americans.
“Misunderstanding cultural nuances among diverse audiences can lead to consumer electronics brands missing out on opportunities to engage with a significant chunk of their potential customers,” said Parker Morse, Founder and CEO of My Code. “We conducted this research to provide brands with much needed insight to execute effective marketing strategies towards these audiences as there is much to be gained and lost among this rapid growth segment.”
Research for both studies was conducted by My Code’s Intelligence Center, the company’s proprietary platform dedicated to providing a constant pulse on ever-changing multicultural American consumers’ sentiments, opinions, and habits. For both reports, the Intelligence Center conducted two surveys, each among a nationally representative sample of 1,275 + adults, ages 18-64 between November 4 and 16, 2021.
Top insights from the Smart Health and Wellness Survey Report include:
Compared to the average American, multicultural Americans comprising of Asian American and Pacific Islander (AAPI), Black, and Hispanic Americans, generally feel they are in better health, but are more concerned about their health and wellness.
Health concerns vary, and while most are interested in smart health technology solutions, there is a division along ethnic and geographic lines. Accounting for nuances during product, marketing and advertising design can help close the gap and provide relevant health and wellness benefits to underserved segments.
Multicultural Americans feel leading brands in this space are exclusive and not meant for them. These perceptions often result in less willingness to learn more and travel further down the purchase funnel.
Multicultural Americans want to purchase from brands that have them in mind, indicating that bolstering perceptions of personal relevance can maximize brands’ ability to win the opportunity to positively influence Multicultural Americans’ health and wellness.
There is no consensus among multicultural Americans about which brands’ product designs or advertising is inclusive, signifying strengths, weaknesses, and opportunities for all brands to better understand their preferences and needs.
Key takeaways from the Smart Home Survey Report are:
Despite hurdles to adoption, multicultural Americans have interest in smart home technology which points to opportunities for brands to spur growth.
Smart home technology purchases are not a personal decision, as multicultural Americans are more likely to live in multigenerational households where the comfort levels of all family members are considered.
Multicultural renters have relevant use cases for smart home technology purchases, but most do not feel smart home automation is relevant to them.
Multicultural renters feel excluded from the smart home technology market, presenting opportunities for brands to create new market segments by engaging with these consumers.
Multicultural renters and homeowners are unsure of their interest in home automation, presenting an opportunity for brands to transform this uncertainty into a convicted interest.
“To avoid assumptions about health and technology obsession, which can obscure growth-driving cultural nuances, My Code uses proprietary data to take fresh and accurate outlooks on multicultural behaviors towards specific market segments. This allows marketing and advertising materials to be built on a foundation of knowledge and understanding, which in turn drives impactful messaging and effective calls to action,” said Adrian Whant, Vice President of Marketing at My Code.
Data from the surveys show how brands in the smart health and smart home technology spaces can analyze multicultural market segments to enhance authentic representation. My Code will continue to scale its proprietary insights platform to progress inclusivity in other consumer sectors and connect with Hispanic, Black, AAPI, and additional cultural groups.
To view the Smart Health and Wellness Survey and Smart Home Survey Report, please visit www.mycodemedia.com/resources.
About My Code
My Code is a digital media company that enables brands, agencies, publishers, and storytellers to decode and connect with multifaceted and diverse audiences. My Code was formed following the expansion of H Code, a 2x Inc. 5000-ranked company founded in 2015, into additional demographics beyond Hispanic consumers. With a diverse team of marketers, sellers, researchers, and storytellers specializing in an ever growing selection of Cultural and Affinity Codes, My Code helps companies of all sizes reach millions of Hispanic, Black, and AAPI consumers with unmatched authenticity. My Code combines proprietary insights from its Intelligence Center, first-party targetable datasets, and custom creative to deliver unparalleled multimedia content that effectively reaches diverse audiences across the digital landscape. Having evolved from its Hispanic-centric origins, My Code is now a robust, minority-dominant organization dedicated to the economic empowerment of the diverse communities and audiences it represents. Its purpose-driven media marketplace allows advertisers to easily invest in minority-owned and led publishers, creators, and producers. Today, My Code’s employee base is 85% multicultural, 70% Hispanic/Latinx, and 50% female across its offices in the U.S. and Latin America.
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