Television Attitudes and TV Types of African-Americans, Latinos, and Caucasians

The growing influence of ethnic minorities and convergence of television with other communication technologies raises an important issue: are ethnic viewers different in their television attitudes and degree of technology acceptance and, if so, what are the implications for broadcasters and advertisers? This nationally representative study of 871 adult African-Americans, Latinos, and Caucasians revealed significant ethnic differences in the adoption of communication technologies, television programming preferences, and an established TV-type segmentation.

Television Attitudes and TV Types of African-Americans, Latinos, and Caucasians

Terri C. Albert and Randy D. Jacobs University of Hartford

The growing diversity of America has important implications for how mass media are consumed and used by marketers to promote their products. Census data show that in 1980 minority groups represented roughly 20 percent of the U.S. population (Gibson and Jung, 2002). Today, they account for over 33 percent and should constitute half our population by 2050 (U.S. Census Bureau, 2004, 2005). Ethnic minorities' significance as media audiences and consumer markets is underscored by their economic stature....

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