Men From Key Ethnic Groups Show Markedly Different Media Use Patterns.

New Knowledge Networks information about media use by Hispanic, African American, Asian American, and Caucasian men shows sometimes-dramatic differences in their time spent with key media — differences that could have important implications for advertisers, agencies, and media companies targeting these important consumer groups.

The new data come from MultiMedia Mentor™, a Knowledge Networks/SRI strategic planning service that allows clients to identify efficient ways of combining media to reach specific target audiences. MultiMedia Mentor™ conducts a continuous measurement of consumer use of television, radio, the Internet, newspapers, and magazines; a variety of demographic and product-variable breaks are available.

The latest MultiMedia Mentor™ surveys show that, among men ages 25 to 54, African Americans spend the most time overall with media per day — 10% more than the average. (See table 1.) Their use of magazines is some 40% higher than average, and their television time is 25% higher.

“Effective allocation of a media budget demands a clear understanding of how target audiences spend time across media,” said KN/SRI Vice President & Managing Director Ericka Witnauer. “With its single-source data and numerous demo options, MultiMedia Mentor™ provides reliable information for increasing reach and identifying opportunities for both buyers and sellers.”

Hispanic men of the same age group register near-average use of radio and television, while their time spent with the Web, newspapers, and magazines is 18% to 28% below MultiMedia Mentor™ averages.

MultiMedia Mentor™ data also show that Hispanic men 25 to 54 spend about one-quarter of their overall media time with Spanish-language media. This use varies widely among the individual media; Spanish-language television accounts for 30% of their time with the medium — but for magazines, newspapers, and the Internet, the figures are 15% or lower.

Asian American men 25 to 54 register notably low use of radio (less than 50% of average time spent) and the lowest score for television among the four groups. By contrast, they show a strong preference for the Internet (50% above average) and, to a lesser extent, newspapers.

Not surprisingly, media use by Caucasian men 25 to 54 very closely tracks overall averages.

For more information at http://knowledgenetworks.com