Men From Key Ethnic Groups Show Markedly Different Media Use Patterns
MultiMedia Mentorâ„¢ service, based on single-source data, provides guidance for more effective media targeting
Cranford, NJ, and Menlo Park, CA – October 16, 2002: New Knowledge Networks information about media use by Hispanic, African American, Asian American, and Caucasian men shows sometimes-dramatic differences in their time spent with key media – differences that could have important implications for advertisers, agencies, and media companies targeting these important consumer groups.
The new data come from MultiMedia Mentorâ„¢, a Knowledge Networks/SRI strategic planning service that allows clients to identify efficient ways of combining media to reach specific target audiences. MultiMedia Mentorâ„¢ conducts a continuous measurement of consumer use of television, radio, the Internet, newspapers, and magazines; a variety of demographic and product-variable breaks are available.
The latest MultiMedia Mentorâ„¢ surveys show that, among men ages 25 to 54, African Americans spend the most time overall with media per day – 10% more than the average. (See table 1.) Their use of magazines is some 40% higher than average, and their television time is 25% higher.
“Effective allocation of a media budget demands a clear understanding of how target audiences spend time across media,” said KN/SRI Vice President & Managing Director Ericka Witnauer. “With its single-source data and numerous demo options, MultiMedia Mentorâ„¢ provides reliable information for increasing reach and identifying opportunities for both buyers and sellers.”
Hispanic men of the same age group register near-average use of radio and television, while their time spent with the Web, newspapers, and magazines is 18% to 28% below MultiMedia Mentorâ„¢ averages.
| Table 1: Indices of Time Spent with Media by Men,
Ages 25-54 |
||||
| TV | 90 | 125* | 93 | 98 |
| Radio | 45 | 104 | 95 | 102 |
| Internet | 150 | 68 | 72 | 104 |
| Newspapers | 109 | 114 | 75 | 100 |
| Magazines | 82 | 141 | 82 | 100 |
| All media | 83 | 111 | 90 | 100 |
* To be read: Compared to all men 25-54, African American men of that age group spend 25% more time with television (125% total).
Source: MultiMedia Mentorâ„¢.
MultiMedia Mentorâ„¢ data also show that Hispanic men 25 to 54 spend about one-quarter of their overall media time with Spanish-language media. This use varies widely among the individual media; Spanish-language television accounts for 30% of their time with the medium – but for magazines, newspapers, and the Internet, the figures are 15% or lower. (See table 2 below.)
| Table 2: Proportions of Time Spent with Spanish Language Media by Hispanic Men, Ages 25-54 | |
| % of total time w/medium | |
| TV | 30%* |
| Radio | 27% |
| Internet | 6% |
| Newspapers | 15% |
| Magazines | 11% |
| All media | 26% |
* To be read: For Hispanic men, ages 25-54, Spanish-language television programming accounts for 30% of their total time with TV.
Source: MultiMedia Mentorâ„¢.
Asian American men 25 to 54 register notably low use of radio (less than 50% of average time spent) and the lowest score for television among the four groups. By contrast, they show a strong preference for the Internet (50% above average) and, to a lesser extent, newspapers.
Not surprisingly, media use by Caucasian men 25 to 54 very closely tracks overall averages.
Knowledge Networks is changing the marketing information world to help clients understand and increase their ROI on consumer investments. The company brings together an exclusive set of consumer research capabilities, including the only Web-based research panel created using a nationally representative RDD sample. In conjunction with its expertise in brands, media, advertising, and analytics, Knowledge Networks uses these resources to pinpoint specific steps clients can take to maximize efficiency in reaching and selling to consumers. Other Knowledge Networks specialties include media, brand management, segmentation, and research on pricing, product configuration, advertising, public opinion, health, and social issues.
In 2001, Knowledge Networks acquired assets and expertise from Statistical Research, creating Knowledge Networks/SRI. KN/SRI is one of the country’s leading authorities on consumers’ use and ownership of media and technology. The company also is the leading measurement provider for Yellow Pages directories and conducts studies of consumers’ use of and interactions with media technology (The Home Technology Monitorâ„¢).
For more information, contact:
Robert DeFelice, Vice President, Client Service,
(908)497-8084
rdefelice@knowledgenetworks.com
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