One Size Will Not Fit All

by Jack Loechner, Aug 21, 2001, 12:00 AM

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One Size Will Not Fit All

According to the latest report from BIGresearch, US working professionals with at least one child under the age of 18 -- no matter what race -- use the internet during the day more than other forms of media. On the other hand, BIGresearch surveyed 100,000 US consumers in March 2001 and found that media usage among US homemakers with at least one child under the age of 18 differed from that of US professionals.

Professionals with no children under the age of 18 tend to spend the most time online: Hispanic professionals spend 2.56 hours per day, Asian American professionals spend 2.93 hours per day, black professionals spend 2.88 hours per day and white professionals spend 2.68 hours per day online.

Time US Professionals (with at least one child under 18) Spend with Selected Media (in hours per day)

+-----------+----------+--------+--------+-------+
|           | Hispanic | Black  |  White | Asian |
+-----------+----------+--------+--------+-------+
| TV/Cable  | 2.13hrs  |  2.67  |   1.97 | 2.09  |
| Radio     | 2.45     |  2.45  |   2.36 | 1.64  |
| Internet  | 2.59     |  2.72  |   2.49 | 3.03  |
| Newspaper | 0.52     |  0.57  |    0.4 | 0.64  |
| /Magazine |          |        |        |       |
+-----------+----------+--------+--------+-------+

Source:BIGresearch August, 2001

Black homemakers spend 3.89 hours per day watching basic or cable television (TV), Hispanic homemakers spend 3.34 hours per day and Asian American homemakers spend 2.79 hours per day watching basic or cable TV. White homemakers, however, spend most of their time (3.19 hours per day) online.

Time US Homeakers (with at least one child under 18) Spend With Selected Media (in hours per day)

+------------+-----------+--------+--------+--------+
|            | Hispanic  | Black  | White  | Asian  |
+------------+-----------+--------+--------+--------+
| TV/Cable   |   3.34    |  3.89  |  3.02  |  2.79  |
| Radio      |   2.15    |  1.48  |  1.87  |  1.54  |
| Internet   |   3.18    |  3.32  |  3.19  |  2.35  |
| Newspaper/ |   0.56    |  0.62  |  0.46  |  0.55  |
| Magazine   |           |        |        |        |
+------------+-----------+--------+--------+--------+

Source:BIGresearch August, 2001

To put these daily usage numbers into perspective, eMarketer's eDemographics Report presents estimates from various sources regarding US internet users' race and ethnicity.

US Internet Users by Various Forecasters (2000)

+------------------+-------+--------+-----------+----------+
|                  | White |  Black |  Hispanic |    Asian |
|                  |       |        |           | American |
+------------------+-------+--------+-----------+----------+
| USPopulation     |  74%  |    12% |       10% |       4% |
| Dept of Commerce |  81   |    8.3 |       6.3 |      4.4 |
| Mediamark        |  86   |      9 |           |        3 |
| Forrester        |  73   |     10 |        10 |        7 |
| EMarketer        |  76   |      9 |         8 |        6 |
+------------------+-------+--------+-----------+----------+

Source: eMarketer, US Census, Others as noted

Read more here.

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