The Ethnic Media in America: The Giant Hidden in Plain Sight

Transcription

1 The Ethnic Media in America: The Giant Hidden in Plain Sight Conducted by Bendixen & Associates For New California Media (NCM) In partnership with Center for American Progress Leadership Conference on Civil Rights Education Fund Final Report

2 METHODOLOGY The findings of this report are based on a poll of 1895 African American, Hispanic, Asian American, Arab American and Native America adults in the United States. The total sample is comprised of 14 sub-samples, which break down as follows: Sample group Sample size African American 300 Arab American 100 Asian American (Total) 601 Asian Indian 100 Chinese 100 Filipino 100 Japanese 100 Korean 100 Vietnamese 101 Hispanic (Total) 780 Central American 102 Cuban 111 Mexican 316 Puerto Rican 118 South American 101 Native American 114 Each of the samples is representative of that specific ethnic population in the United States. Interviews for the study were conducted in the following languages: Arabic, Cantonese, English, Hindi, Japanese, Korean, Mandarin, Spanish, Tagalog, and Vietnamese. All of the interviews were conducted between April 26 th and May 26 th of The margin of error varies between ±3.5 and ±9.9 percentage points at the 95 percent level of confidence depending on the size of the sample. The polling project was commissioned by New California Media in partnership with The Center for American Progress and the Leadership Conference on Civil Rights Education Fund and was designed and coordinated by Bendixen & Associates of Coral Gables, Florida. 2

3 Methodology Sample size 1,895 telephone interviews with Hispanic, African American, Asian American, Arab American and Native American adults Dates of interviews April 26 - May 26, 2005 Margin of error 2 percentage points Languages of interviews Korean, Vietnamese, Mandarin, Cantonese, Tagalog, Hindi, Japanese, Arabic, Spanish and English Adult Populations of the United States and Ethnic America United States Hispanic African American Asian American Native American Arab American million 27.1 million 24.9 million 9.3 million 1.5 million 1.0 million Total Ethnic Population Studied 63.8 million Source: 2000 US Census and 2003 American Community Survey 3

4 Sample Country of Birth Demographics of Samples Age Hispanics 41% 59% African 39% 61% Asian Native 37% 37% 63% 63% 40+ Arab 42% 58% 0% 20% 40% 60% 80% 4

5 Demographics of Samples Income Hispanics 28% 53% African Asian Native 22% 37% 39% 38% 47% 50% Under $30,000 Over $30,000 Arab 20% 49% 0% 10% 20% 30% 40% 50% 60% Demographics of Samples Region Hispanics 6% 19% 32% 43% Northeast African Asian 19% 26% 6% 25% 11% 15% 49% 49% Midwest South West 0% 10% 20% 30% 40% 50% 60% 5

6 Demographics of Samples Country of Birth Hispanics 39% 61% African 9% 91% U.S. born Arab Asian 22% 42% 58% 78% Foreign born Native 0% 100% 0% 20% 40% 60% 80% 100% Demographics of Samples Education Hispanics African 11% 14% 28% 41% 44% 55% Some high school or less Asian Native Arab 9% 14% 10% 30% 23% 24% 58% 58% 59% High school graduate / Some college College graduate or more 0% 20% 40% 60% 80% 6

7 Demographics of Samples Registered to Vote African 14% 86% Native 24% 76% Yes Arab Asian 58% 42% 52% 48% No Hispanics 35% 65% 0% 20% 40% 60% 80% 100% 7

8 MAJOR FINDINGS MILLION ETHNIC ADULTS ARE PRIMARY CONSUMERS OF ETHNIC MEDIA The study reveals the striking impact of ethnic media in the United States. Fortyfive percent of all African American, Hispanic, Asian American, Native American and Arab American adults prefer ethnic television, radio or newspapers to their mainstream counterparts. These "primary " also indicated that they access ethnic media frequently. This means that a staggering 29 million adults (45 percent of the 64 million ethnic adults studied), or a full 13 percent of the entire adult population of the United States, prefer ethnic media to mainstream television, radio or newspapers. More than half of all Hispanic adults are primary of ethnic media. Approximately two-fifths of African and Arab and a fourth of Asian and Native prefer ethnic media to mainstream media. Primary Consumers of Ethnic Media Percentage of Total U.S. Adult Population who are Primary Consumers of Ethnic Media 13% 8

9 Primary Consumers of Ethnic Media Hispanics 55% African Arab 42% 40% Native 25% Asian 25% 0% 10% 20% 30% 40% 50% 60% Primary Consumers of Ethnic Television Hispanics 38% Arab 32% African Asian 14% 13% Native 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 9

10 Primary Consumers of Ethnic Radio Hispanics African 37% 37% Asian 13% Native 5% Arab 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% Primary Consumers of Ethnic Newspapers Hispanics 21% Native 20% Asian 19% Arab 12% African 3% 0% 5% 10% 15% 20% 25% 10

11 2. ETHNIC MEDIA REACH 51 MILLION ADULTS ONE FOURTH OF THE ENTIRE U.S. POPULATION In addition to the 29 million people classified as "primary," ethnic media reaches another 22 million ethnic adults on a regular basis. These adults prefer mainstream media, but they also access ethnic television, radio, newspapers or websites on a regular basis. Therefore, our study indicates that the overwhelming majority (80 percent) of the ethnic populations studied is reached by ethnic media on a regular basis. The 51 million reached by ethnic media represent about a quarter of the entire U.S. adult population. The Reach of Ethnic Media Percentage of Total U.S. Adult Population Reached by Ethnic Media 24% 11

12 Reach of Ethnic Media Hispanics 55% 32% 87% African 42% 32% 74% Primary Arab 40% 34% 74% Asian Native 25% 25% 45% 39% 70% 64% Secondary 0% 20% 40% 60% 80% 100% Reach of Ethnic Television Hispanics 38% 40% 78% Arab 32% 23% 55% Primary African 14% 38% 52% Asian 13% 31% 44% Secondary Native 7% 29% 36% 0% 20% 40% 60% 80% 12

13 Reach of Ethnic Radio African 37% 21% 58% Hispanics 37% 17% 54% Primary Asian 13% 5% 18% Native 5% 9% 14% Secondary Arab * 2% 0% 10% 20% 30% 40% 50% 60% *Primary and secondary categories are 1%. Reach of Ethnic Newspapers Native 20% 27% 47% Asian 19% 16% 35% Primary Hispanics 21% 8% 29% African 3% 23% 26% Secondary Arab 12% 6% 18% 0% 10% 20% 30% 40% 50% 13

14 Internet Access Arab 76% Asian 67% African Native 49% 46% Hispanics 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% Reach of Ethnic Websites Arab 31% 45% Asian 35% 32% Visit ethnic websites African 17% 32% Native 16% 30% Visit mainstream websites Hispanics 10% 14% 0% 10% 20% 30% 40% 50% 14

15 3. GROUPS SURVEYED SHOW DIFFERENT CHARACTERISTICS IN ETHNIC MEDIA CONSUMPTION A. Hispanics: The reach of Spanish-language media is almost universal in Hispanic America. Eighty-seven percent of all Hispanic adults access Spanish-language television, radio or newspapers on a regular basis. The success of the major television networks (Univision and Telemundo) is well documented but this study also indicates that Spanish-language radio and newspapers are rapidly increasing their penetration in this market. For example, one-fifth of Hispanic adults report that they now prefer Spanish-language newspapers to their English-language counterparts. There are only small variations in the media usage of the Hispanic groups studied but the poll indicates that Cubans watch Spanish-language television and listen to Spanish-language radio more often than the other Hispanic groups studied while a higher percentage of South read Spanish-language newspapers. This study also reveals that Hispanics have very low access (24 percent) to the Internet. Primary Consumers of Ethnic Media: Hispanics National Groups Cubans 67% Central 59% South 54% Mexicans 53% Puerto Ricans 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 15

16 Primary Consumers of Ethnic Media: Hispanics Country of Birth U.S. born 31% Foreign born 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Primary Consumers of Ethnic Media: Hispanic Immigrants Residency in the United States Less than 10 years 70% 10 years or more 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 16

17 Primary Consumers of Ethnic Media: Hispanics Age % % % 0% 10% 20% 30% 40% 50% 60% 70% Primary Consumers of Ethnic Media: Hispanics Gender Male 43% Female 65% 0% 10% 20% 30% 40% 50% 60% 70% 17

18 Primary Consumers of Ethnic Television: Hispanics National Groups Cubans 50% Central 43% Mexicans 36% Puerto Ricans 33% South 28% 0% 10% 20% 30% 40% 50% 60% Primary Consumers of Ethnic Television: Hispanics Region Northeast 47% Midwest 15% South 41% West 35% 0% 10% 20% 30% 40% 50% 18

19 Primary Consumers of Ethnic Radio: Hispanics National Groups Cubans 54% Mexicans Central Puerto Ricans 31% 34% 37% South 31% 0% 10% 20% 30% 40% 50% 60% Primary Consumers of Ethnic Newspapers: Hispanics National Groups South 33% Central 29% Cubans 26% Puerto Ricans 19% Mexicans 17% 0% 5% 10% 15% 20% 25% 30% 35% 19

20 Reach of Ethnic Media: Hispanics National Groups South 54% 38% 92% Central 59% 32% 91% Primary Puerto Ricans 51% 39% 90% Cubans 67% 23% 90% Secondary Mexicans 53% 32% 85% 0% 20% 40% 60% 80% 100% Reach of Ethnic Television: Hispanics National Groups Central 43% 43% 86% Cubans 50% 34% 84% Primary South 28% 53% 81% Puerto Ricans Mexicans 33% 36% 46% 40% 76% 79% Secondary 0% 20% 40% 60% 80% 100% 20

21 Reach of Ethnic Radio: Hispanics National Groups Cubans 54% 12% 66% Mexicans 37% 17% 54% Primary South 31% 23% 54% Puerto Ricans 31% 20% 51% Secondary Central 34% 14% 48% 0% 10% 20% 30% 40% 50% 60% 70% Reach of Ethnic Newspapers: Hispanics National Groups South 33% 12% 45% Central 29% 6% 35% Primary Cubans 26% 8% 34% Puerto Ricans 19% 14% 33% Secondary Mexicans 17% 8% 25% 0% 10% 20% 30% 40% 50% 21

22 Internet Access: Hispanics National Groups South 47% Cubans Central 26% 28% Puerto Ricans 21% Mexicans 21% 0% 10% 20% 30% 40% 50% 22

23 B. African : African American radio - stations that focus on African American themes and content - is the most popular ethnic medium among Blacks in the United States. A substantial majority of African American adults listen to ethnic radio stations on a regular basis. African that are 40 years of age or older and those with annual incomes above $40,000 listen to ethnic radio more often than those that are younger or poorer. It should also be noted that the reach of African American newspapers is impressive. Even though African read mainstream daily newspapers more often, African American newspapers - mostly weeklies - reach one quarter of all African. Almost half of African American adults have access to the Internet. Primary Consumers of Ethnic Media: African Age % % % 0% 10% 20% 30% 40% 50% 60% 23

24 Primary Consumers of Ethnic Radio: African Region Northeast 25% Midwest 45% South 37% West 37% 0% 10% 20% 30% 40% 50% Primary Consumers of Ethnic Media: African Gender Male 40% Female 43% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 24

25 Internet Access: African Gender Male 50% Female 49% 0% 10% 20% 30% 40% 50% 60% Internet Access: African Age % % % 0% 10% 20% 30% 40% 50% 60% 70% 25

26 Internet Access: African Education Some high school or less 19% High school graduate / Some college 45% College graduate or more 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 26

27 C. Asian : Asian American newspapers reach a substantial percentage of the nine million Asian American adults in the United States. More than half of all Chinese and Vietnamese adults read an ethnic newspaper on a regular basis. Nearly half of all Korean adults also read a Korean newspaper frequently. The reach of Filipino newspapers is smaller but still significant one-fifth of the adults in this group read a Filipino newspaper a few times a month or more. The poll also indicates that Korean and Chinese television stations are rapidly increasing in popularity - a quarter of those interviewed reported watching Korean and Chinese-language television more often than English-language television. Access to the Internet is very high (67 percent) among all Asian and half of them prefer ethnic websites to mainstream websites. Asian Indian adults access the Internet more often than other Asians. Primary Consumers of Ethnic Media: Asian National Groups Vietnamese Korean 46% 46% Chinese 38% Asian Indian 12% Japanese 9% Filipino 4% 0% 10% 20% 30% 40% 50% 27

28 Primary Consumers of Ethnic Media: Asian Country of Birth U.S. born 4% Foreign born 32% 0% 5% 10% 15% 20% 25% 30% 35% Primary Consumers of Ethnic Media: Asian American Immigrants Residency in the United States Less than 10 years 33% 10 years or more 31% 0% 5% 10% 15% 20% 25% 30% 35% 28

29 Primary Consumers of Ethnic Media: Asian Age % % % 0% 5% 10% 15% 20% 25% 30% 35% 40% Primary Consumers of Ethnic Media: Asian Gender Male 24% Female 26% 0% 5% 10% 15% 20% 25% 30% 29

30 Primary Consumers of Ethnic Television: Asian National Groups Korean Chinese 25% 24% Vietnamese 15% Asian Indian 11% Filipino Japanese 3% 4% 0% 5% 10% 15% 20% 25% 30% Primary Consumers of Ethnic Radio: Asian National Groups Vietnamese 31% Korean Chinese 21% 20% Asian Indian 3% Filipino Japanese 0% 0% 0% 5% 10% 15% 20% 25% 30% 35% 30

31 Primary Consumers of Ethnic Newspapers: Asian National Groups Vietnamese 39% Chinese Korean 32% 34% Japanese 6% Asian Indian Filipino 1% 1% 0% 10% 20% 30% 40% 50% Primary Consumers of Ethnic Newspapers Asian Region Northeast 23% Midwest 12% South 16% West 19% 0% 5% 10% 15% 20% 25% 31

32 Reach of Ethnic Media: Asian National Groups Korean 46% 36% 82% Chinese Vietnamese 38% 46% 43% 34% 81% 80% Primary Asian Indian Filipino 4% 12% 55% 51% 63% 59% Secondary Japanese 9% 45% 54% 0% 20% 40% 60% 80% Reach of Ethnic Television: Asian National Groups Chinese 24% 31% 55% Filipino Korean 4% 25% 42% 17% 46% 42% Primary Asian Indian Japanese 3% 11% 34% 30% 41% 37% Secondary Vietnamese 15% 16% 31% 0% 10% 20% 30% 40% 50% 60% 32

33 Reach of Ethnic Radio: Asian National Groups Vietnamese 31% 13% 44% Chinese Korean 20% 21% 6% 5% 26% 26% Primary Asian Indian 3% 10% 13% Filipino 6% 6% Secondary Japanese 0% 0% 10% 20% 30% 40% 50% Reach of Ethnic Newspapers: Asian National Groups Vietnamese 39% 18% 57% Chinese Korean 34% 32% 21% 14% 46% 55% Primary Japanese 6% 17% 23% Filipino* 20% 21% Secondary Asian Indian* 5% 6% 0% 10% 20% 30% 40% 50% 60% *Primary consumer category for Filipino and Asian Indian is 1% 33

34 Internet Access: Asian National Groups Asian Indian 81% Japanese Chinese Korean Filipino 72% 69% 67% 64% Vietnamese 42% 0% 20% 40% 60% 80% 100% Internet Access: Asian Gender Male 72% Female 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 34

35 Internet Access: Asian Age % % % 0% 20% 40% 60% 80% 100% Internet Access: Asian Education Some high school or less 8% High school graduate / Some college 53% College graduate or more 84% 0% 20% 40% 60% 80% 100% 35

36 D. Arab : The Arabic media reaches three-quarters of all Arab. Television is the preferred medium. Internet access among Arab is higher than it is for any other ethnic group studied. Three-quarters of all Arab American adults have access to the Internet and a majority of them visit Arabic websites. Primary Consumers of Ethnic Media: Arab Arab American Media 40% Arab American TV 32% Arab American Radio 1% Arab American Newspapers 12% 0% 10% 20% 30% 40% 50% Reach of Ethnic Media: Arab Arab American Media 40% 34% 74% Arab American TV 32% 23% 55% Primary Arab American Radio* Arab American Newspapers 2% 12% 6% 18% Secondary 0% 20% 40% 60% 80% *Primary and secondary consumer categories are 1%. 36

37 E. Native : One-fifth of all Native are primary of ethnic newspapers. They read tribal newspapers more often than their mainstream counterparts. Native American television and radio stations have much smaller audiences. Nearly half of the Native American adult population has access to the Internet and 16 percent access websites with a focus on Native American issues. Primary Consumers of Ethnic Media: Native Native American Media 25% Native American TV 7% Native American Radio 5% Native American Newspapers 20% 0% 5% 10% 15% 20% 25% 30% Reach of Ethnic Media: Native Native American Media 25% 39% 64% Native American TV 7% 29% 36% Primary Native American Radio Native American Newspapers 5% 9% 20% 14% 27% 47% Secondary 0% 10% 20% 30% 40% 50% 60% 70% 37

38 4. OTHER FINDINGS A. Even though the ethnic populations studied tend to rely on the ethnic media for information about their communities and countries of origin; African, Asian, Arab and Native prefer the mainstream media when it comes to information about politics and the U. S. government. Hispanics are the only group studied that prefer ethnic media to mainstream media for their information about political affairs. The two major Spanish-language television networks offer comprehensive coverage of the U. S. presidential campaigns and current events in Washington, D. C. Do you rely more on ethnic media or general market media for information about your native country or about issues that are important to your ethnic community? Hispanics 14% 82% Arab Asian Native African 38% 60% 41% 54% 41% 49% 53% 35% Mainstream media Ethnic media 0% 20% 40% 60% 80% 100% 38

39 Do you rely more on ethnic media or general market media for information about politics and government? Hispanics 31% 64% Arab Asian Native 33% 28% 27% 60% 66% 60% Mainstream media Ethnic media African 21% 66% 0% 20% 40% 60% 80% Do you rely more on the English-language media or the Spanish-language media for information about politics and government? Hispanics National Groups Central 23% 70% Cubans Mexicans Puerto Ricans 21% 30% 39% 69% 65% 57% Englishlanguage media Spanishlanguage medua South 36% 55% 0% 20% 40% 60% 80% 39

40 Do you rely more on the English-language media or the Asian-language media for information about politics and government? Asian National Groups Chinese 40% 58% Korean Vietnamese Japanese Asian Indian 36% 32% 20% 19% 53% 49% 73% 75% Englishlanguage media Asianlanguage medua Filipino 15% 83% 0% 20% 40% 60% 80% 100% 40

41 B. Primary of ethnic media differed from of mainstream media in their voting patterns in the 2004 presidential election. Support for President George W. Bush was stronger among primary of Spanish-language television and Asian newspapers than among primary of mainstream media. Senator John Kerry received greater support among primary of African American radio than among primary of mainstream radio. Hispanic Voters Spanishlanguage TV 45% 54% John Kerry Englishlanguage TV 35% 64% George W. Bush 0% 20% 40% 60% 80% 41

42 African American Voters African American radio 4% 96% John Kerry Mainstream radio 17% 83% George W. Bush 0% 20% 40% 60% 80% 100% 120% Asian American Voters Asian newspaper 27% 73% John Kerry Mainstream newspaper 45% 55% George W. Bush 0% 20% 40% 60% 80% 42

43 C. Four of the five ethnic groups studied trust CNN more than Fox News to deliver accurate news and information. Arab and Asian prefer CNN to Fox News by more than a 4 to 1 ratio. Hispanics and African also trust CNN more but by smaller ratios. Native are evenly divided in their opinion about the objectivity of the two major cable news networks. In general, which cable station- CNN or Fox News - do you trust most to deliver accurate news and objective information? Arab Asian 14% 11% 49% 65% CNN African Hispanics 17% 42% 33% 39% Fox News Native 38% 37% 0% 10% 20% 30% 40% 50% 60% 70% 43

44 In general, which cable station- CNN or Fox News - do you trust most to deliver accurate news and objective information? Hispanics National Groups Cubans Puerto Ricans 11% 15% 46% 44% CNN South Mexicans 9% 20% 36% 44% Fox News Central 17% 36% 0% 10% 20% 30% 40% 50% In general, which cable station- CNN or Fox News - do you trust most to deliver accurate news and objective information? Asian National Groups Korean Japanese 4% 13% 58% 57% CNN Asian Indian 12% 55% Filipino Chinese 13% 10% 43% 53% Fox News Vietnamese 11% 33% 0% 10% 20% 30% 40% 50% 60% 70% 44

45 D. The quality of education is the most important concern of Hispanics, African, Arab and Native. The economy is the most important issue among Asian. Only one-tenth of ethnic adults consider that the war in Iraq or terrorism is their issue of greatest concern. Most Important Issue Hispanics Education 35% Healthcare Economy Moral Values 15% 17% 19% War in Iraq Terrorism 4% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45

46 Most Important Issue African Education 28% Healthcare Economy 22% 22% Moral Values 14% War in Iraq 7% Terrorism 3% 0% 5% 10% 15% 20% 25% 30% Most Important Issue Asian Economy 37% Healthcare 21% Education 18% Moral Values 9% Terrorism War in Iraq 4% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 46

47 Most Important Issue Arab Education 26% Economy 22% Moral Values War in Iraq 19% 19% Healthcare 6% Terrorism 3% 0% 5% 10% 15% 20% 25% 30% Most Important Issue Native Education Moral Values 25% 27% Healthcare Economy 18% 17% Terrorism 7% War in Iraq 4% 0% 5% 10% 15% 20% 25% 30% 47

48 E. The reach of the national newspapers among ethnic adults is limited. Only about 5 percent of Hispanics read USA Today, the New York Times or the Wall Street Journal frequently. One-tenth of Asian and Arab and oneseventh of African reported reading one of the national newspapers every day or a few times a week. How often do you read the newspaper USA Today / The New York Times / The Wall Street Journal? Every day / A few times a week answers African Native Arab Asian Hispanics 3% 5% 6% 5% 4% 8% 14% 13% 11% 12% 12% 11% 11% 10% 19% USA Today New York Times Wall Street Journal 0% 5% 10% 15% 20% 48

49 Contacts: New California Media Brahmani Houston, Communications Street, 3rd floor San Francisco, CA (415) bhouston@pacificnews.org Leadership Conference Mistique Cano, Press Secretary 1629 K Street, NW, 10th Floor Washington, D.C (202) cano@civilrights.org Center for American Progress Daniélla Gibbs Leger, Director of Press Relations 1333 H Street, NW, 10th Floor Washington, D.C (202) Dleger@americanprogress.org Chinese American Voters Education Committee David Lee, Executive Director 838 Grand Avenue, Suite 403 San Francisco, CA (415) cavec1@aol.com Bendixen & Associates Sergio Bendixen, President 2800 Ponce de Leon Blvd., Suite 1111 Coral Gables, FL (305) sbendixen@bendixenandassociates.com 49