Minorities dominate use of new media
By Gary Matthews
According to BIG research'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 Rock, Latin/Hispanic, and Hip-Hop. African American/Blacks R&B, Hip-Hop, and Religious. And finally White/Caucasians Rock, Oldies, Country. And companies are marketing their services this use. 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. Gary Drenik, President of BIG research, 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%).
The use of new media is an integral part of any robust marketing strategy. These statistics can help in selecting the tools that are most appropriate for accomplishing your specific goals.
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