Cultural differences in computer and TV use are wide, says new report
Internet and TV consumption are vastly different among white, Hispanic and African-American households, reports a new survey from consumer research company Knowledge Networks.
Knowledge Networks reports that 70% of white homes have a home computer, compared to 55% for African American and 47% for Hispanic. In addition, 30% of white homes have broadband Internet access vs. 19% for African American households and 16% for Hispanic.
On the TV front, 62% of African American households have more than two TVs, as compared to 51% among white and 44% among Hispanic. 49% of African American homes have large (30 inches or bigger) TV sets, versus 44% for white and 41% for Hispanic. In addition, 57% of both Hispanic and African American respondents said that watching television is the household`s favorite way to relax as compared to 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% of white households.
The data come from the just-released “Spring 2005 Ownership & Trend Report” from The Home Technology Monitor.
"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."
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