• by Jack Loechner , Staff Writer @mp_research, November 3, 2005

According to the just-released Spring 2005 Ownership & Trend Report from Knowledge Networks, African American households have more TVs and larger sets, compared to Hispanics and whites. In addition, the medium plays a more important social role among both African American and Hispanic households. The data also shows that white households own more PCs and pay more for high-speed Internet connectivity.

Highlights from the new report include findings showing that:

• 62% of African American households have more than two TVs
• 51% of white households have more than two TVs
• 44% of the Hispanics households have more than two TVs
• 49% of African American homes have large (30 inches or bigger) TV sets, versus 44% for whites and
• 41% for Hispanics

In the KN report:

• Almost 57% of Hispanic respondents and an equal number of African American respondents agreed that watching television was the household's favorite way to relax, as compared to nearly 53% of white households.
• More striking, 45% of African American respondents and 50% of Hispanic households said that "much" of their family time is spent with TV, versus 29% of white households.

The study also found that:

• 70% of the polled white homes had a home computer, as compared to 55% for African Americans and 47% for Hispanics
• 30% of white homes have broadband Internet connectivity, compared to 19% for African American households and 16% for Hispanics.

David C. Tice, Vice President, Knowledge Networks/SRI, concludes "Each household's choice of how to spend its budget for entertainment and education impacts how and whether marketers will be able to reach that household. A deeper understanding of ownership and usage points toward opportunities for reaching these important groups more effectively."

For more information on this study, go here.