A new study of media use by members of various U.S. ethnic groups found that 45 percent of African American, Hispanic, Asian American, Native American and Arab American adults said they prefer ethnic television, radio and newspapers over mainstream media, eMarketer writes. Online usage showed similar preferences, with Arab Americans and Asian Americans more likely to visit ethnic sites.
Bendixen & Associates conducted the study, which was sponsored by New California Media, an association of ethnic media organizations. The survey of 1,895 adults, conducted in 10 languages, found low internet usage among several groups: More than three-quarters of Hispanic adults said they did not use the internet, as did more than half of Native Americans and African Americans. That contradicts findings by others.
Harris Interactive in May found that African Americans, who make up 12 percent of the U.S. adult population, make up 11 percent of the online population; and Hispanics actually made up a slightly larger percentage of the online population than offline. Data from the Pew Internet and American Life Project more or less agreed with those figures.
