search query: @indexterm SEGMENTATION / total: 227
reference: 30 / 227
| Author: | Albert, T.C. Jacobs, R.D. |
| Title: | Television attitudes and TV types of African-Americans, Latinos, and Caucasians |
| Journal: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 235-246 |
| Index terms: | ethnic groups culture attitudes USA segmentation minority groups communication |
| Freeterms: | media television |
| Language: | eng |
| Abstract: | The paper reviews an important issue whether the ethic viewers have different television attitudes and degree of technology acceptance. This is the result of growing influence of ethnic minorities and convergence of television with other communication technologies. In this study 871 African-Americans, Latinos and Caucasians adults were interviewed and analyzed. The cross tabulation, analysis of variance and post hoc comparative techniques were used. The study revealed significant ethnic differences in the adoption of communication technologies, television programming preferences, and an established TV-type segmentation. There are some significant ownership differences among the three ethnic groups in this study. For example Latinos report higher ownership of satellite television when Caucasians have a greater ownership of home computers and internet access. |
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