TV, net play different roles in different American communities

MUMBAI: Television and personal computer (PC) ownership and usage varies significantly across cultural groups in America, according to new findings from Knowledge Networks (KN).



The company states that the difference in usage and ownership of these technologies – considered along with demographic and household income data – offers a decision-making context to advertisers and marketers attempting to reach these audiences.

According to the just-released Spring 2005 Ownership And Trend Report from The Home Technology Monitor, African American households have more TVs and larger sets, compared to Hispanics and whites. In addition, the medium plays a more important social role among both African American and Hispanic households. The data also shows striking contrasts in personal computer ownership.



White households own more PCs and pay more for high-speed Internet connectivity. Knowledge Networks/SRI VP David C Trice says, “Each household’s choice of how to spend its budget for entertainment and education impacts how and whether marketers will be able to reach that household. And a deeper understanding of ownership and usage points toward opportunities for reaching these important groups more effectively.”

62 per cent of African American households were found to have more than two TVs, as compared to nearly 51 per cent among whites and 44 per cent among Hispanics. And roughly half (49 per cent) of African American homes have large (30 inches or bigger) TV sets, versus 44 per cent for whites and 41 per cent for Hispanics.



In the KN report, almost 57 per cent of Hispanic respondents and an equal proportion of African American respondents agreed that watching television was the household’s favorite way to relax, as compared to nearly 53 per cent of white households. More striking, 45 per cent of African American respondents and 50 per cent of Hispanic households said that “much” of their family time is spent with TV, versus 29 per cent of white households.

The KN study also shows that 70 per cent of the polled white households had a home computer, as compared to 55 percent for African Americans and 47 per cent for Hispanics. And while 30 per cent of white homes have broadband Internet connectivity, the same figure is 19 per cent for African American households and 16 per cent for Hispanics.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories