Nielsen: African-Americans Watch Most TV, Asians Favor Net Video

by , Aug 1, 2011, 6:07 PM
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New Nielsen data shows African-Americans watch considerably more TV than other demographic groups, while Asian-Americans watch notably less, although the group consumes the most online video on average.

African-Americans watch an average of nearly 213 hours a month, topping the approximately 100-hour average for Asian-Americans. Whites at about 156 hours, and Hispanics at an estimated 136, fall in the middle.

With Internet video viewing (computers only, home and work), Asians average over 10 hours a month, topping all other three groups significantly. Hispanics follow with an average of about six and a half hours. African-Americans are next -- near six hours -- and whites are close to four hours.

Hispanics lead in smartphone penetration with 53%, followed by Asian-Americans at 48%, African-Americans at 39% and whites at 30%. Yet, African Americans lead in average time spent watching video on a mobile device at close to six and a half hours per person, followed by Hispanics and Asians, where both groups have an average of four hours and 20 minutes.

Overall, the health of traditional TV viewing appears to remain strong, with data showing that Americans on average watched 22 minutes more per month in the first three months of 2011 compared to the same period a year ago.

The amount of time-shifted viewing did take a big jump, with the monthly average up 12%. DVRs now are in 40% of homes, marking an increase by a little over 5 million homes.

Those who suggest the frisson about cord-cutting is overblown appear to be on target, with Nielsen saying that in the first quarter 91% of TV homes paid for some type of service.

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