A new study of media use by members of various ethnic groups in the US, reported recently by eMarketer, finds heavy usage of targeted Web sites, and surprisingly low Internet usage by some groups, Hispanics in particular. The study, by Bendixen & Associates and sponsored by New California Media, found that 45% of all African American, Hispanic, Asian American, Native American and Arab American adults said they prefer ethnic television, radio and newspapers over mainstream media.
The poll, co-sponsored by the Center for American Progress and the Leadership Conference on Civil Rights Education Fund, found that online usage showed similar preferences. Two groups, Arab and Asian Americans, were more likely to visit ethnic sites than mainstream sites.
The survey of 1,895 adults, conducted in 10 languages, found low Internet usage among a number of groups. Of the Hispanic adults in the survey, more than three-quarters said they did not use the Internet. More than half of Native and African Americans said they were not online.
Primary Web Site Preference in the US, 2005 (% of respondents)
Ethnic Web Sites
Do Not Use Internet
Source: Bendixen & Associates, May 2005
Read more about ethnic web experience here at eMarketer.