Results from Horowitz Associates, Inc.’s annual State of Cable and Digital Media – Multicultural Edition 2011 study have just been released and reveal some interesting facts about urban consumers. On a weekly basis, about a third (31%) of urban consumers watch TV content on a computer/laptop, a mobile device/tablet, or streamed directly from the Internet to the TV through devices like Apple TV, a Vudu Box, an Xbox, or a Blu-Ray DVD player.
Among those who consume media via alternative platforms, they spend 15% of their time on average watching TV on these alternative platforms. This is in addition to watching shows on demand or that have been recorded via DVR.
Compared to our white counterparts, black urban consumers use alternative platforms for TV at a much higher rate. While 25% non-Hispanic White consumers use alternative platforms, 36% of black urban consumers do the same.
Smartphones and other mobile gadgetry has increase from 35% in 2010 to 46% in 2011. Throw in a bunch of apps for accessing video content on-the-go and the black communities high mobile phone usage and you find that mobile TV viewing is highest among Black and Hispanic urban consumers: 14%, report at least weekly viewing, compared to 7% among White and 5% among Asian urban consumers.
More details from this research will be revealed at next week’s Multicultural Media Forum on Wednesday March 16th at The Roosevelt Hotel in New York City from 8am-1pm. You can also visit the Horowitz Associates website for more information.