Change is quietly shaking up rural America — both the traditional economic base (farming) and the ethnic composition (strongly skewed to non-Hispanic whites) are rapidly diversifying.
With roughly one-third of the total U.S. population and at least three-quarters of the country’s land area, rural America is a diverse and important marketplace for marketers of consumer products, Doug Anderson, EVP, Research & Development, Nielsen, argues in the January issue of Nielsen’s “Consumer Insight” online newsletter.
Marketers intent on reaching rural Americans should pay attention to marked differences in media usage and consumer preferences that …