Media Mixing for the Multicultural Market

An effective marketing mix can be determined by ethnicity, according to findings from MultiMedia Mentor, a service from Knowledge Networks/SRI (KN/SRI). Based on data obtained from 5,000 telephone interviews, the results indicate the media usage differences among American males aged 25 to 54, allowing marketers to configure media budget allocations.


Indices of Time Spent with Media by Men, Ages 25-54
Asian-American African-American Hispanic Caucasian
TV 90 125* 93 98
Radio 45 104 95 102
Internet 150 68 72 104
Newspapers 109 114 75 100
Magazines 82 141 82 100
All Media 83 111 90 100
* To be read: Compared to all men 25-54, African-American men of that age group spend 25 percent more time with television (125 percent total). Source: Multimedia Mentor



African-Americans were found to spend the most time overall with media per day, at 10 percent higher than the average. Their use of magazines and television time are both higher than average at 40 percent and 25 percent, respectively.

Asian-American men were less apt to use the radio, measuring less than 50 percent of average time spent, and they also held the lowest score for television. By contrast, their preference for Internet usage was 50 percent above average.

Hispanic men of the same age group register near-average use of radio and television, while their time spent with the Web, newspapers, and magazines is 18 percent to 28 percent below average. Also, Hispanic men spent an average of 26 percent of their time with Spanish language media, which breaks down to: 30 percent with TV; 27 percent with radio; 15 percent with newspapers; 11 percent with magazines; and 6 percent with the Internet.

Global Reach estimates that 7.2 percent of Internet users are native speakers of Spanish, making it the fourth most popular online language.


Online Language Populations
(September 2002)
English 36.5%
Chinese 10.9%
Japanese 9.7%
Spanish 7.2%
German 6.7%
Korean 4.5%
Italian 3.8%
French 3.5%
Portuguese 3.0%
Russian 2.9%
Dutch 2.0%
Source: Global Reach



According to
Jupiter Research (a unit of this site’s corporate parent), households identified as Caucasian and other will increase from 2001’s figure of 49.6 million to 67.1 million in 2007, representing a compound annual growth rate (CAGR) of 5 percent; the number of online African-American households will increase from 6.1 million in 2001 to 10.2 million in 2007 – a CAGR of 8.4 percent; the number of Hispanic households will nearly double, growing from 4.5 million in 2001 to eight million in 2007; and the 2.3 million Asian-American online households will increase to 3.6 million by 2007.

Jupiter forecasts that 69 percent of African-American households will be online by the end of 2007, compared with 68 percent of Hispanic households and 82 percent of Asian-American households.


U.S. Online Households (in millions)
2001 2002 2003 2004 2005 2006 2007
Asian-American 2.3 2.5 2.7 2.9 3.2 3.4 3.6
Hispanic 4.5 5.0 5.5 6.2 6.8 7.4 8.0
African-American 6.1 6.8 7.4 8.1 8.9 9.6 10.2
Caucassian and others 49.6 52.6 55.9 59.3 62.6 66.2 67.1
Source: Jupiter Research


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