Wednesday, March 30, 2011

Who Watches What (and How Much)? U.S. TV Trends by Ethnicity

How and what Americans watch on TV varies to some degree based on their ethnicity according to a Nielsen report of TV viewing and usage trends in 2010.

In November 2010, African-Americans used their TVs an average of 7 hours 12 minutes each day–far above the total U.S. average of 5 hours 11 minutes. Asians used their TVs the least, just 3 hours and 14 minutes on average. African-Americans also used DVD players and video game consoles more than average.

Across all households, White households’ primetime usage increased by 5.0 rating points with DVR playback, more than any other group. Asian homes had usage growth of 3.1 rating points, while African-American and Hispanic households increased their usage by more than 2 rating points with the additional DVR playback. These increases more than double when cut back to DVR households.

For the complete picture, download: State of the Media: U.S. TV Trends by Ethnicity

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