New Media Usage by Racial Category
Although cell phones are the form of new media used most for all segments, with 57% of Hispanics, 53% of African Americans, 53.9% of Asians and 49.4% of Whites regularly using, the similarities stop there.
Minorities have a higher regular usage of new media than Whites across all media types. They are more likely to use iPods, text on cell phones, play videogames, use video/picture phones, instant messaging online and watch videos on cell phones.
“Minorities are using new media in higher percentages, providing marketers with unique opportunities to create specific marketing plans that integrate non-traditional media options into their digital ad strategy,” Drenik said.