Media Consumption by Race increases advertising ROI.

Targeting advertising towards African Americans, Hispanics, Asians and Whites requires distinct media plans according to BIGresearch’s 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.

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.

“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%).

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Courtesy of http://www.bigresearch.com