Insight into Media Consumption by Race Increases Advertising ROI
Understanding Usage is a Necessary Building Block for Effective Media Plans
COLUMBUS,
OH – (MARKET WIRE) – 5/14/08 – Targeting advertising towards African Americans,
Hispanics, Asians and Whites requires distinct media plans according to
BIGresearch’s (http://www.bigresearch.com)
most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants.
Not only do these consumer groups 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, African Americans (66%) and
Hispanics (63.6%) are more likely to regularly watch them than Asians (52.5%)
and Whites (51.4%). Dramas and police/detective shows round out the top three
for types of shows watched most often except for Asians; they would rather catch
a sporting event or a cartoon.
There are more differences for radio formats listened to most often.
Top 3 Radio Formats
African American/
White/
Hispanics Blacks
Asians Caucasians
Rock
R&B
Rock Rock
Latin/Hispanic Hip-Hop
Top 40/Pop Oldies
Hip-Hop Religious
News Country
Source:
BIGresearch SIMM 11
For complete lists, please click here:
http://info.bigresearch.com/
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)
African American/
White/
Hispanics Blacks
Asians
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
“Understanding how media consumption behaviors differ by race is fundamental for
marketers wishing to increase ROI for advertising,” said Gary Drenik, President
of BIGresearch. “Minorities are using new media in higher percentages, providing
marketers with 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
African American/
White/
Hispanics Blacks
Asians
Caucasians
Movie News Shopping Shopping
Shopping
Shopping Movie News Movie News
Weather
Video Games TV News IM/Chat
View Photos
Source: BIGresearch SIMM 11
About BIGresearch
BIGresearch is a
consumer intelligence firm providing analysis of behavior in areas of products
and services, retail, financial services, automotive, and media. BIGresearch’s
syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge
their consumption across media, products and services. Marketers can use SIMM to
develop the types of consumer-centric marketing plans required to increase
advertisers’ ROI. The SIMM monitors more than 15,000 consumers twice each year.
BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of
more than 7,500 consumers monthly.
BIGresearch's methodology provides the most accurate consumer information in the
industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com
Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
chrissy@bigresearch.com