The Black Minority Ethnic (BME) population in the UK has more than doubled in the last 30 years and is expected to have doubled again by 2045.
1 in 5 UK residents are from non-white British background
13% were born outside the UK counting English as their second language
At 7.8 million people, the BME population in England and Wales is larger than the total population of Scotland and Northern Ireland combined.
England and Wales are home to 97% of all BME people in the UK.
The estimated buying power of BME’s “BROWN POUND” is about £300 BILLION!
BME consumers have different engagement needs:-
77% of British Asians feel that mainstream advertising has no relevance to them.
62% of Polish residents rely on word-of-mouth as their primary recommendation source.
42% of people who live in London don’t use English as their main language.
81% of Asians have the highest rate of internet usage, broadband penetration and PC usage. (Country avg is 71%) - Representing 173 out of the world’s 229 nations.