NEW YORK: Advertisers need to make careful media choices in their US multicultural campaigns, research firm Nielsen has shown.

According to the insights provider, which investigated the media habits of African Americans, Hispanics and Asians/Pacific Islanders, these cohorts display highly divergent preferences.

African Americans watch more TV than the national norm, at an average of six hours and 54 minutes per day to five hours and 11 minutes, and are also 30% more likely to visit Twitter.

Hispanics and Asian-Americans have a smartphone penetration rate of 45% - making these groups the most likely to use the mobile web.

Hispanics also send 943 texts per month, far outstripping the national average.

Meanwhile, fixed line internet consumption is highest among Asians and Pacific Islanders at around 80 hours per month, versus 55 hours for the typical American.

This group are more likely to shun TV, with an average viewing time of three hours and 15 minutes.

Retail trends also differ markedly across the different segments assessed.

For example, African Americans make the most shopping trips per year, at an average of 366, but spend the least per trip, at $37 (€26; £23).

These totals stand at 155 trips and $46 for Asians, 143 and $50 for Hispanics who preferred to speak Spanish, and 146 and $50 for Hispanics favouring English.

Asians were also found to be far more likely to shop for discounts than any other group, buying 31% of their products on promotion.

"From what people watch to what they buy, behavior across ethnic groups in the US is as diverse as the groups themselves," Nielsen svps and report authors Cheryl Pearson-McNeil and Todd Hale said.

"The findings show that African Americans are TV-centric, Hispanics are savvy smartphone users, and Asians/Pacific Islanders are heavily wired to the internet."

Data sourced from Nielsen; additional content by Warc staff