Minorities Over-Index in Multiplatform TV Viewing

Minorities and Multiplatform TVWhile broadband penetration in general has lagged among Asian, African-American and Hispanic households, these groups are quickly catching up. 

They tend, however, to over-index in consumption of multiplatform TV, including TV viewed online and via handheld devices, according to a new study from Horowitz Associates titled "Multiplatform Content and Services: Multicultural Edition."

The Horowitz study, based on a survey of 1,000 broadband users across the entire United States with Internet at home, found that 48% of Asian broadband users watch TV content online, followed by Hispanic broadband users at 46% and African-American and white broadband users at 35% each.

Some 16% of Asians, 22% of Hispanics and 19% of black broadband users watch TV content on a handheld device.

advertisement

advertisement

Despite new technologies, traditional TV viewing dominates, as most respondents said they do most of their viewing with a TV set -- even when occasionally accessing alternative platforms. Among respondents who said they sometimes watch video on an alternative platform, 70% of Asians, 75% of Hispanics, 74% of African-Americans, and 75% of whites remain loyal viewers of a traditional TV set.

By the same token, the alternative platforms represent a clear threat to the dominance of traditional TV: 24% of Asians and 25% of whites said they would consider canceling cable TV subscriptions if more of their favorite content were accessible online. That compares with 18% of Hispanics and 13% of African-American respondents.

While broadband penetration in general has lagged among Asian, African-American and Hispanic households, these groups are quickly catching up and also tend to over-index in consumption of multiplatform TV, including TV viewed online and via handheld devices, according to a new study from Horowitz Associates titled "Multiplatform Content and Services: Multicultural Edition."

The Horowitz study, based on a survey of 1,000 broadband users with Internet at home across the entire United States, found that 48% of Asian broadband users watch TV content online, followed by Hispanic broadband users at 46% and African-American and white broadband users at 35% each. Meanwhile, 16% of Asians, 22% of Hispanics and 19% of black broadband users watch TV content on a handheld device.

Nonetheless, traditional TV viewing still dominates, as most respondents said they still do most of their viewing with a TV set -- and occasionally even access alternative platforms. Among respondents who said they sometimes watch video on an alternative platform, 70% of Asians, 75% of Hispanics, 74% of African-Americans, and 75% of whites said they still do most of their viewing on a traditional TV set.

By the same token, the alternative platforms represent a clear threat to the dominance of traditional TV: 24% of Asians and 25% of whites said they would consider canceling cable TV subscriptions if more of their favorite content were accessible online. That compares with 18% of Hispanics and 13% of African-American respondents.

1 comment about "Minorities Over-Index in Multiplatform TV Viewing ".
Check to receive email when comments are posted.
  1. Douglas Ferguson from College of Charleston, December 28, 2010 at 3:10 p.m.

    Of course consumption is over the index. English-speakers lag in indexed consumption because their language is readily available just about anywhere. But if you speak Spanish or an Asian language, you find more content online than offline.

Next story loading loading..