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Report shows how TV, Internet play different roles with black consumers

October 4, 2005) Television and personal computer ownership and usage varies significantly across cultural groups, according to new findings from Knowledge Networks. The difference in usage and ownership of these technologies -- considered along with demographic and household income data -- offers a valuable decision-making context to advertisers and marketers attempting to reach these audiences.

According to the just-released Spring 2005 Ownership & 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.

"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," said David C. Tice, Vice President, Knowledge Networks/SRI. "And a deeper understanding of ownership and usage points toward opportunities for reaching these important groups more effectively."

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

In the report, almost 57% of African American respondents and an equal number of Hispanic respondents agreed that watching television was the household's favorite way to relax, as compared to nearly 53% of white households. More striking, 45% of African American respondents and 50% of Hispanic households said that "much" of their family time is spent with TV, versus 29 percent of white households.

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

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Click here for free delivery of the Target Market News Bulletin You'll receive news of breaking stories, exclusives, updates and headlines on the latest developments in African American marketing and media Black Stats Frequently requested data on African American consumers Black Buying Power: $656 Billion (2003) Black U.S. Population: 38.3 million Top Five Black Cities - New York - Chicago - Detroit - Philadelphia - Houston Top Five Black Metros: - New York-New Jersey - Washington-Baltimore - Chicago-Gary - Los Angeles - Philadelphia Top Five Expenditures: - Housing 145.2 bil. - Food 56.5 bil. - Cars/Trucks 32.6 bil. - Clothing 23.0 bil. - Health Care 18.0 bil. Click here for more stats from "The Buying Power of Black America." ______________________ Get quick access to key U.S. Census Bureau Data Click here to go to African-American Census Bureau data _____________________ Copyright `© 2005 by Target Market News Inc.` All rights reserved Business address: 228 S. Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	THE LATEST NEWS Report shows how TV, Internet play different roles with black consumers October 4, 2005) Television and personal computer ownership and usage varies significantly across cultural groups, according to new findings from Knowledge Networks. The difference in usage and ownership of these technologies -- considered along with demographic and household income data -- offers a valuable decision-making context to advertisers and marketers attempting to reach these audiences. According to the just-released Spring 2005 Ownership & 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. "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," said David C. Tice, Vice President, Knowledge Networks/SRI. "And a deeper understanding of ownership and usage points toward opportunities for reaching these important groups more effectively." In the new report, 62% of African American households were found to have more than two TVs, as compared to nearly 51% among whites and 44% among Hispanics. And roughly half (49%) of African American homes have large (30 inches or bigger) TV sets, versus 44% for whites and 41% for Hispanics. In the report, almost 57% of African American respondents and an equal number of Hispanic respondents agreed that watching television was the household's favorite way to relax, as compared to nearly 53% of white households. More striking, 45% of African American respondents and 50% of Hispanic households said that "much" of their family time is spent with TV, versus 29 percent of white households. The study also found that 70 percent of the polled white homes had a home computer, as compared to 55 percent for African Americans and 47 percent for Hispanics. And while 30 percent of white homes have broadband Internet connectivity, the same figure is 19 percent for African American households and 16 percent for Hispanics Go to Target Market News homepage	11th Annual Edition Available 'Buying Power' report reveals surge by black households for consumer electronics Despite tighter economic times, African-American households are significantly increasing their expenditures on consumer electronics for the home, according to the newest edition of The Buying Power of Black America report. In many categories such as video games, televisions, CD players, cable TV service and sound equipment, black households are spending more on average than their white counterparts. According to the 103-page report, black households had $656 billion in earned income in 2003, an increase of 3.9% over the $631 earned in 2002. Read more and see the latest expenditure figures for black consumers SUBSCRIBE TODAY! 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