Television attitudes and TV types of African-Americans, Latinos, and Caucasians

The growing influence of ethnic minorities and convergence of television with other communication technologies raises an important issue: are ethnic viewers different in their television attitudes and degree of technology acceptance and, if so, what are the implications for broadcasters and advertisers? This nationally representative study of 871 adult African-Americans, Latinos, and Caucasians revealed significant ethnic differences in the adoption of communication technologies, television programming preferences, and an established TV-type segmentation. Further analysis identified disparities in specific television and technology attitudes. Recommendations are offered for television programmers and advertisers to consider in targeting viewer segments based on their television and technology beliefs.