The Changing Face of America -Demographics and Media Habits

Transcription

1 The Changing Face of America -Demographics and Media Habits

2 Contents The Changing Face of America African Americans Key Facts African American Adults TV Watching Trends Primetime Broadcast Programs among US African Americans Newspaper Reading Habits Radio Listening Habits Radio Listening Alternatives Digital Devices Owned Internet Use More Ways to Use the Internet Hispanics Hispanic American Snapshot Hispanic Populations around the World Origins of US Hispanics Place of Birth - US Hispanics Place of Birth/Language Spoken Top US States in Hispanic Population Key Facts Hispanic Adults TV Watching Trends Primetime Broadcast Programs among US Hispanics Newspaper Reading Habits Radio Listening Habits Radio Listening Alternatives Digital Devices Owned Internet Use More Ways to Use the Internet

3 The Changing Face of America The Multicultural population in the United States is over 120 million. Hispanics are the fastest growing minority followed by Asians. The non-hispanic white population grew just 1% since Total US Population Race/Ethnic Group Percent Change Hispanic 55,675,013 35,204,480 58% Non-Hispanic White 196,831, ,527,123 1% Non-Hispanic Black 38,877,353 33,606,554 16% Non-Hispanic Asian 15,662,770 10,088,521 55% Other 10,152,479 7,895,228 29% Total 317,199, ,321,906 13% Sources: US Census Bureau and Nielsen Prime Location

4 A Race/Ethic Demographic Comparison Non-Hispanic whites have the highest median age and the lowest incidence of children in the household. Asian adults are the most likely to be college graduates; Hispanics are most likely to have children at home. Median College Have Race/Ethnic Group Age Graduate Married Children Hispanic % 51% 57% Non-Hispanic White % 56% 32% Non-Hispanic Black % 34% 43% Non-Hispanic Asian % 54% 44% Other % 45% 51% Total % 52% 38% *Total adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

5 African Americans

6 Key Facts African American Adults* Compared to the total population, African Americans have a lower median household income, are less likely to own a home, and to have graduated from college. They are more likely to have been in their present home a shorter length of time. African Americans Total Adults* 43.8 Median Age 46.7 $40,631 Median HH Income $54,237 59% Employed Full or Part Time 60% 20% College Graduate or More 27% 34% Married 52% 6.5 Time in Present Home (years) 8.8 African Americans Overview 44% Percent who Own Home 64% $163,900 Median Value of Home Owned $204,700 *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

7 TV Watching Trends among African Americans* 20% more TV Viewing than adults as a whole Watch 7:22 hours of TV each day Popular Shows include Diverse Casts 63% subscribe to Cable (58% for all adults) 20% subscribe to Satellite (27% for all adults) Most watched Cable Networks (past 7 days) BET - Lifetime TNT - TBS ESPN - CNN A&E - Discovery Channel USA - History African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

8 African Americans Overview Primetime Broadcast Programs among US African Americans* week of January 19, 2015 Source: Nielsen Primetime Broadcast Programs (estimates include Live viewing and DVR playback on the same day defined as 3am to 3 am. Ratings are the percentage of TV homes in the U.S. tuned into television..

9 Newspaper Reading Habits* Four in 10 US African Americans (39%) read a newspaper last Sunday and more than half (56%) read a print edition in the past 7 days. One in five African Americans (20%) read on a mobile device in the past 30 days. Read a Newspaper. % Reading print edition yesterday 32% print edition last Sunday 39% print edition in the past 7 days 56% on a Mobile Device (past 30 days) 20% on a Newspaper Website past 7 days 18% African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

10 Radio Listening Habits* African Americans listened to radio slightly less than adults overall hours of radio each day vs hours. Urban formats are far and away the most popular. Top Radio Formats listened to in Past 7 Days % Listening Urban AC 54% Urban Contemporary 36% Format Not Provided/Unknown 29% Rhythmic Contemporary Hit Radio 26% Pop Contemporary Hit Radio 22% Adult Contemporary 17% Hot AC 10% All Sports 9% News/Talk/Information 9% Contemporary Inspirational 9% African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

11 Radio Listening Alternatives* African Americans are more likely than total adults overall to listen or download music online, more likely to listen to Internet Radio and more likely to use Pandora. African Americans Total Adults* Listened or downloaded music online 28% 26% Listened to Internet Radio 23% 18% Visited/Used Pandora online 22% 19% Listened to Local Radio Station Online 19% 16% Household has Satellite Radio 8% 11% Listened to Podcasts 9% 8% Visited/Used iheart Radio online 7% 6% Visited/Used Spotify online 4% 4% African Americans Overview Visited a Radio Station website 13% 13% *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

12 Digital Devices Owned* Smartphones are the digital instrument of choice; nearly two in three African Americans (62%) has one. They are slightly less likely to own a desktop computer or tablet. Computer/Mobile Devices Currently Own African Americans Total Adults* Smartphone (Android, BlackBerry, iphone, etc.) 62% 59% Laptop or notebook computer 60% 63% Desktop computer 53% 57% Tablet (ipad, Galaxy Tab, Kindle Fire, etc.) 38% 40% Played or Download Games Online 34% 34% African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket )

13 Internet Use* Nearly six in 10 African Americans (57%) are using their online devices for social networking the number one online activity. Ways used Internet/App in Past 30 Days African Americans Total Adults* Social networking (Facebook, Twitter, LinkedIn) 57% 59% Search (Google, Yahoo!, etc.) 53% 60% Weather 45% 53% Banking 43% 50% Maps/GPS (Google Maps, MapQuest, etc.) 41% 49% Instant messaging 38% 39% Games (play or download) 34% 34% Find a business address or phone number 34% 40% Video clips (YouTube, etc.) 33% 35% Shopping 31% 38% African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

14 More Ways to use the Internet* About three in 10 African Americans (26%) looked for restaurant information online in the past 30 days. Two in 10 used a Daily Deal such as Groupon or Living Social. Ways used Internet/App in Past 30 Days African Americans Total Adults* Restaurant information (reviews, reservations, etc.) 26% 29% Consumer reviews (products, services, etc.) 17% 22% Daily deals (Groupon, LivingSocial, etc.) 20% 19% Photo processing/sharing (Snapfish, Shutterfly, etc.) 16% 17% Other coupons 11% 12% Scan QR code (barcode for prod info/discounts) 7% 8% African Americans Overview *Total African American adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

15 Hispanics

16 Hispanic American Snapshot Largest Multicultural Population Nearly 56 Million (18% of US population) Hispanic population grew 58% from Projected to be 23% of U.S. population by 2060 Hispanic Americans Overview Sources: US Census Bureau and Nielsen Prime Location

17 Hispanic Populations Around the World With a population approaching 56 million, the United States has more Hispanics than any country in the world except Mexico. Mexico United States Spain Colombia Argentina Peru million 55.7 million 47.7 million 46.2 million 43.0 million 30.1 million Sources: Wikipedia; Nielsen Prime Location

18 Origins of US Hispanics Mexico is far and away the #1 country of origin for US Hispanics accounting for nearly two in three (64%) of the US total. Mexico Puerto Rican Cuban Dominican 34.6 million 5.1 million 2.0 million 1.8 million Central American South American Other 4.8 million 3.3 million 2.4 million Sources: US Census Bureau, American Community Survey 2013

19 Place of Birth - US Hispanics Half of US Hispanics were born in the state where they now live. About a third (35%) were born in a foreign country. Number Percent Total US Hispanic Population 53,986, % Born in state of residence 26,698,395 50% Born in other state in the United States 6,165,173 11% Native; born outside the United States 2,130,504 4% Foreign born 18,992,340 35% Sources: US Census Bureau, American Community Survey 2013

20 Language Spoken by US Hispanics* More than half of Hispanics in major US markets (56%) are English dominant, meaning they speak English only or English More Than Spanish. One in five speaks Spanish only. Number Percent Hispanics in Major US Markets 32,713, % Spanish only 6,079,828 19% Spanish more than English 7,975,175 24% English more than Spanish 9,406,718 29% English only 8,842,040 27% English and Spanish equally 410,053 1% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R2 (Multimarket)

21 Top US States in Hispanic Population (in millions) Source: Pew Research Center tabulations for the 2011 American Community Survey (1% IPUMS)

22 Key Facts Hispanic Adults Compared to the total population, Hispanics have a lower median household income, are less likely to own a home, and to have graduated from college. They are more likely to be employed and more likely to have been in their present home a shorter length of time. Hispanics Total Adults* 38.0 Median Age 46.7 $39,960 Median HH Income $54,237 65% Employed Full or Part Time 60% 14% College Graduate or More 27% 51% Married 52% 6.3 Time in Present Home (years) % Percent who Own Home 64% $178,200 Median Value of Home Owned $204,700 *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

23 TV Watching Trends* 12% less TV Viewing than adults as a whole Watch 5:35 hours of TV each day Popular Shows include Diverse Casts 50% subscribe to Cable (58% for all adults) 27% subscribe to Satellite (24% for all adults) Most watched Cable Networks (past 7 days) Discovery (28%) History (23%) TNT (21%) Disney (20%) A&E (19%) Top Spanish Language Networks Watched past 7 days -CNN en Espanol (8%) -ESPN Deportes (7%) -FOX Deportes (6%) -Discovery en Espanol (2%) *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket )

24 Prime Broadcast Programs among US Hispanics* week of January 19, 2015 Source: Nielsen Primetime Broadcast Programs (estimates include Live viewing and DVR playback on the same day defined as 3am to 3 am. Ratings are the percentage of Hispanic TV homes in the U.S. tuned into television.

25 Newspaper Reading Habits* One in four US Hispanics read a newspaper last Sunday and nearly half (45%) read a print edition in the past 7 days. One in five Hispanics (19%) read on a mobile device in the past 30 days. Read a Newspaper. % Reading print edition yesterday 21% print edition last Sunday 25% print edition in the past 7 days 45% on a Mobile Device (past 30 days) 19% on a Newspaper Website past 7 days 14% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

26 Radio Listening Habits* Hispanics listened to radio slightly more than adults overall hours of radio each day vs hours. Pop Contemporary Hits and Mexican Regional are the most popular formats. Top Radio Formats listened to in Past 7 Days % Listening Pop Contemporary Hit Radio 37% Mexican Regional 30% Rhythmic Contemporary Hit Radio 27% Spanish Contemporary 26% Adult Contemporary 25% Hot AC 21% Spanish Adult Hits 16% Classic Hits 14% Country 12% Spanish Tropical 10% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

27 Radio Listening Alternatives* Hispanics are more likely than total adults overall to listen or download music online, more likely to listen to Internet Radio and more likely to use Pandora. Hispanics* Total Adults Listened or downloaded music online 30% 26% Listened to Internet Radio 24% 18% Visited/Used Pandora online 27% 19% Listened to Local Radio Station Online 22% 16% Visited/Used iheart Radio online 7% 6% Listened to Podcasts 8% 8% Household has Satellite Radio 6% 11% Visited/Used Spotify online 4% 4% Visited a Radio Station website 14% 13% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

28 Digital Devices Owned* Two in three Hispanics own a Smartphone and nearly six in 10 have a laptop or notebook computer. They are equally likely as the market overall to own a tablet. Computer/Mobile Devices Currently Own Hispanics Total Adults* Smartphone (Android, BlackBerry, iphone, etc.) 65% 59% Laptop or notebook computer 57% 63% Desktop computer 56% 57% Tablet (ipad, Galaxy Tab, Kindle Fire, etc.) 40% 40% Played or Download Games Online 32% 34% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

29 Internet Use* Six in 10 Hispanics are using their online devices for social networking the number one activity they do online. One in three are watching video clips online. Ways used Internet/App in Past 30 Days Hispanics Total Adults* Social networking (Facebook, Twitter, LinkedIn) 58% 59% Search (Google, Yahoo!, etc.) 55% 60% Weather 46% 53% Maps/GPS (Google Maps, MapQuest, etc.) 44% 49% Banking 43% 50% Instant messaging 42% 39% Find a business address or phone number 36% 40% Video clips (YouTube, etc.) 34% 35% Listen to radio (local or internet radio) 32% 24% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

30 More Ways to use the Internet* About three in 10 Hispanics (30%) shopped online in the past 30 days. Nearly two in 10 (18%) used a Daily Deal such as Groupon or Living Social. Ways used Internet/App in Past 30 Days Hispanics Total Adults* Shopping 30% 38% Restaurant information (reviews, reservations, etc.) 25% 29% Daily deals (Groupon, LivingSocial, etc.) 18% 19% Photo processing/sharing (Snapfish, Shutterfly, etc.) 18% 17% Consumer reviews (products, services, etc.) 17% 22% Other coupons 11% 12% Scan QR code (barcode for prod info/discounts) 8% 8% *Total Hispanic adults in 77 Designated Market Areas measured by Nielsen Scarborough Source: Nielsen Scarborough 2014, R1 (Multimarket)

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