Excerpt from: The INSIGHT Blog
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| May 19, 2008 | | BIGresearch's recently conducted a study shows different racial groups respond to different types of media... | Ryan Moss
Research Analyst
BIGresearch recently conducted a study to find how different racial groups respond to different types of media. The results show that that African Americans, Hispanics, Asians and Whites all consume these media types differently, which should be considered by marketers when designing campaigns. As Gary Drenink, President of BIGresearch said, "understanding how media consumption behaviors differ by race is fundamental for marketers wishing to increase ROI for advertising."
Here are some the results from the study, which was titled "Simultaneous Media Survey," and surveyed 15,727 people
- Cell phones are the most common form of new media used by all of the groups. 57% of Hispanics, 53.9 % of Asians, 53% of African Americans and 49.4% of Whites regularly use cell phones.
- Minorities use new media more often then whites. New media includes, iPods, cell phone text messaging, video/picture phones and online instant messaging.
- Shopping is the main reason that Asians (43.7%), Whites (43.1%) and African Americans (40%) use the Internet for fun and entertainment. Hispanics (42.7%) prefer to use the Internet to look up movie news.
For more results from the study check out the link below from MarketingVox.
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