Television Attitudes and TV Types of African-Americans, Latinos, and Caucasians
Terri C. Albert and Randy D. Jacobs
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...
