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Study reveals that African-Americans do more media multi-tasking than general market

(October 10, 2005) Based on the Simultaneous Media Survey, of over 14,000 respondents, there are differences in the African American simultaneous media and multi-tasking behavior when compared to the total population, and among African Americans above and below $50,000 income per year. The study was conducted by BIGresearch, LLC of Worthington, OH.

The data is based on "regular behavior" (behavior done 70 percent of the time).

In response to the question, "When you go online, do you simultaneously watch TV?" approximately 44 percent of African Americans watch TV regularly when online, while 37 percent of the total population watch TV regularly while online.

African Americans engage in other activities regularly when online, other than reading the mail, watching TV, reading the newspaper, reading magazines, and listening to the radio, more than the total population. This graph indicates that, generally, African Americans regularly SIMM-task and multi-task more than the total population when they go online.

For marketers, this data may affect the buying and pricing of media when two or more media are occupying the same time and place.

While the "When you watch TV…" chart has comparable percentages to the "When you go online…" chart, there are differences. The difference points out which medium becomes foreground and which becomes background during simultaneous use. This raises the issue, not only of two or more media at the same time, but which media are foreground and background when reaching your audience.

BIGresearch is a consumer intelligence company which creates syndicated product from the consumers' point-of-view; their experiences, needs, wants and difficulties in the consumer arena. The company conducts a monthly survey of over 8,000 consumers.

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