Minorities Dominate Use of New Media
According to BIGresearch's most recent Simultaneous Media Survey, African Americans, Hispanics, Asians and Whites not only use traditional media differently, their adoption of new media is also quite unique. When it comes to traditional media, types of TV shows watched as well as radio formats listened to most often differ by consumer group.
Although movies are the most watched type of TV show among all categories, according to the study:
- 66% of African Americans are most likely to watch them regularly
- 63.6% of Hispanics watch them regularly
- 52.5% of Asians watch them regularly
- 51.4% of Whites watch them regularly
Dramas and police/detective shows round out the top three for types of shows watched most often except for Asians, who would rather catch a sporting event or a cartoon.
There are more differences for radio formats listened to most often:
| Top 3 Radio Formats | |||
| Hispanics | African American/Blacks | Asians | White/Caucasians |
| Rock | R&B | Rock | Rock |
| Latin/Hispanic | Hip-Hop | Top 40/Pop | Oldies |
| Hip-Hop | Religious | News | Country |
| Source: BIGresearch SIMM 11, May 2008 | |||
Although cell phones are the form of new media used most for all segments, with 57% of Hispanics, 53% of African Americans, 53.9% of Asians and 49.4% of Whites regularly using, the similarities stop there.
According to the analysis, minorities have a higher regular usage of new media than Whites across all media types. They are more likely to use iPods, text on cell phones, play video games, use video/picture phones, instant messaging online and watch videos on cell phones.
| Top 3 New Media (Regular Usage) | |||
| Hispanics | African American/Blacks | Asians | White/Caucasians |
| Cell Phone | Cell Phone | Cell Phone | Cell Phone |
| IPOD/MP3 Player | Text Messaging | Instant Messaging | Tivo/Replay TV/DVR |
| Text Messaging | Video Gaming | IPOD/MP3 Player | Video Gaming |
| Source: BIGresearch SIMM 11, May 2008 | |||
Gary Drenik, President of BIGresearch, said "... Minorities are using new media in higher percentages, providing... unique opportunities to create specific marketing plans that integrate non-traditional media options into their digital ad strategy."
Differences among the various ethnic groups are apparent in how they use the Internet for fun and entertainment. Shopping tops the list for African Americans (40%), Asians (43.7%) and Whites (43.1%); whereas Hispanics would slightly rather check out movie news (42.7%).
| Top 3 Online Activities for Fun & Entertainment | |||
| Hispanics | African American/Blacks | Asians | White/Caucasians |
| Movie News | Shopping | Shopping | Shopping |
| Shopping | Movie News | Movie News | Weather |
| Video Games | TV News | IM/Chat | View Photos |
| Source: BIGresearch SIMM 11, May 2008? | |||
The BIGresearch Simultaneous Media Survey data is used by marketers to develop consumer-centric marketing plans to help increase ROI.
For more about BIGresearch, please visit here, or to obtain the complete lists of Activities, go here.
JACK LOECHNER
Center for Media Research
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