Study: African-Americans' usage of online and mobile TV platforms outpacing whites'
Posted | March 21, 2011 08:23 AM
Early results of Horowitz Associates, Inc.'s annual State of Cable and Digital Media -- Multicultural Edition 2011 study has just been released and reveal that, at least weekly, almost a third of urban consumers (31%) watch TV content via alternative platforms such as on a computer/laptop, on a mobile device/tablet, or streamed directly from the Internet to the TV through an "OTT" device such as an Apple TV, a Vudu Box, an Xbox, or a Blu-Ray DVD player.
Those who use alternative platforms for TV spend, on average, 15% of their viewing time on a platform other than traditional TV. This is in addition to time devoted to digital TV platforms such as DVRs and VOD.
African-Americans' use of digital media is particularly active, according to Horowitz's "State of Cable and Broadband Services" report early findings:
- 36% of Black consumers watch TV content on alternative platforms at least weekly versus 25% of White non-Hispanic urban consumers
- Incidence of weekly mobile TV viewing is highest among Black and Hispanic urban consumers: 14%, report at least weekly viewing, compared to 7% among White and 5% among Asian urban consumers.
- Data on TV viewing through a computer or laptop alone found that 17% of Blacks do so, versus 15% of Whites
- Approximately 61% of African-Americans surveyed report currently subscribe to cable, a slight increase over the 59% that reported cable subscriptions in 2009
More findings from this research will be revealed at next week's Multicultural Media Forum on Wednesday March 16th at The Roosevelt Hotel in New York City which runs from 8am-1pm. The event features a roster of research, media, and advertising executives who will address strategies for capturing and retaining audiences in multiplatform, multicultural America, and the important role of culturally relevant in-language content in serving the cross-platform needs of these audiences