Only 53% of Asian and African Americans who own a DVR say they skip all or most commercials, compared to 83% of Caucasian audiences and 63% of Hispanic viewers. |
According to the new Emotional Connections Study conducted among 4,000 adults by Jack Myers Media Business Report, African Americans watch significantly more television on average than other ethnic groups; have more television channels on their primary TV sets; own more television sets in the home; watch more Pay TV; spend more time on the Internet; spend more time listening to radio; and are slightly more likely to own a digital video recorder but significantly less likely to skip through commercials and are more likely to stop and view selected commercials.
These and extensive additional findings on African American, Asian American, Hispanic and Caucasian audiences are available in the new Myers Survey Defining the Emotional Connections of Media to Their Audiences. The first wave of data has been released and new reports will be issued in the next several weeks providing details on viewer connections to more than 500 individual television programs. A separate study was also conducted among 1,000 teens, offering similar insights.
When asked to identify the three media types that are most valuable to them among 13 options, there are significant disparities among ethnic groups. Asian Americans rank E-mail as their most valuable medium, with 54% of Asian respondents including E-mail among their top three most valuable media, followed by broadcast television (51%) and Internet websites (46%). Cable/satellite basic television networks ranked fourth with this group (40%) and Internet search engines fifth (31%).
Among African Americans and white audiences, broadcast television is ranked first and cable/satellite basic TV networks second by both groups. However, while both audiences rank E-mail third most valuable, 49% of white respondents include E-mail among their three most valuable media while only 35% of Black audiences include E-mail.
Hispanic audiences also rank broadcast television, cable/satellite and E-mail as their top three most valuable media. But Hispanics who speak Spanish in the home elevate the value of cable/satellite basic networks above broadcast television. Each media category was clearly defined in the study, which was conducted online in June by OTX for Jack Myers Media Business Report, and results were weighted to reflect a nationally representative sample.
Hispanics, along with African Americans, are significantly more inclined to value pay television services, a statistic validated by pay service subscription data. Twenty-four percent of Hispanics and 23% of African Americans include pay television among their top three most valuable media, compared to only 14% of whites and 12% of Asian Americans.
Hispanics also value videogames and video game players more than other audiences. Seventeen percent of Hispanics rates radio among their top three media, compared to 21% of the total, and only eight percent of Asian Americans consider radio as one of their three most valuable media.
African Americans spend an inordinate amount of time, 4 hours and 12 minutes per day, watching television according to the Myers survey, compared to 3 hours and 42 minutes for the average viewer. Asian Americans spend the least time with TV (three hours) but the most time sending E-mails and instant messages. While the average Americans say they spend one hour and 42 minutes sending E-mails and Miming daily, and a total of 3 hours and 36 minutes online daily, Asian Americans spend two hours and 12 minutes with E-mail and instant messages and 3 hours 48 minutes online.
AOL is most popular in African American and Hispanic homes. A significantly larger percentage of homes where Spanish is spoken use the MSN service (52%) compared to 38% of total U.S. homes. Yahoo!, which was used by 61% of total respondents in the past week, is most popular among Asian Americans (75%) and Hispanics (72%). A disproportionately high number of Asian Americans say they use Google (72%) compared to the percentage of total respondents (57%).
According to the Myers report, African Americans and Hispanics are more likely to have a DVR than average TV viewers. Only 53% of Asian and African Americans who own a DVR say they skip all or most commercials, compared to 83% of Caucasian audiences and 63% of Hispanic viewers. Asians and Hispanics are dramatically more likely to own a cell phone with a camera feature (33% of Asians and Hispanics compared to 17% of Caucasians and 22% of African Americans). A larger percentage of Hispanics also have cell phone with text messaging features (42% vs. 28% of total respondents).
For more information on the Myers Survey Defining the Emotional Connections of Media to Their Audiences, contact Jack Myers at Jack@mediavillage.com.