Joe Pilotta, Ph.D., Vice President of Research at BIGresearch, said "When marketers address Blacks or Hispanics strictly by demographics or socio-economic indicators, they automatically view them as being different from the norm. However, actual shopping behaviors... show that the similarities and differences are two sides of the same coin, not opposites. While each group shops most often at Wal-Mart for men's and women's clothing, a much higher percentage of Blacks and Hispanics shop for health and beauty aides at Walgreens and CVS."
However, when it comes to media usage, Blacks, Hispanics and Whites have more differences than commonalities. "One commonality is that Blacks, Hispanics and Whites each choose radio as the background media of choice when using other media," said Pilotta, "but when it comes to the cable networks each watch, there are few similarities."
Top 5 Cable Networks for Consumer Groups
|Pay Cable Channels||Pay Cable Channels||Lifetime|
"Marketers who automatically place consumers in silos run the risk of 'minoritizing' certain ethnic groups and may miss the continuous changes in tastes that are occurring," said Pilotta.
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