I have been hearing a lot lately about how minorities are huge consumers of new media. An interesting study from BIGresearch was revelatory.
Their survey of nearly 16,000 participants showed, among other things, that minorities have a higher regular usage of new media than whites and they are more likely to use iPods, text messaging, play videogames, IM and watch videos on cell phones.
President of BIGresearch, Gary Drenik says, “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.”
Drilling down even deeper, online Hispanics, independent of their language and acculturation levels, are heavily engaged in technology. Hispanic-American internet usage is greater than that of the general US population.
Last time I checked, all money spends the same, no matter who is spending it.