White Families Will Be Minority By 2020

Four in 10 U.S. households with children under 18 are African American, Hispanic, and/or Asian American, and the majority will be by 2020, according to Nielsen. Already, nearly half of families (47%) whose head of the household is age 33 or younger are Black, Hispanic, and/or Asian.

African American households own an average of four TV sets and watch about 40% more hours of TV than the average U.S. household. They also index above-average for watching premium cable channels.

They use the most mobile voice minutes of any racial/ethnic group — an average of 1,261 per month.

Hispanic households are more likely than the average U.S. household to have cell phones with Internet (55%) and video (40%) capabilities, and they’re the heaviest users of text messaging. Ownership of smartphones is highest among Hispanics and Asians (45% each).

Hispanics are three times more likely to use mobile banking services (30%) than online banking (11%). Although fewer Hispanic households have Internet access than the national average (62% vs. 77%), those that do have access spend just as much time online as overall U.S. households (26 hours).

Asian Americans outpace other groups in time spent on the Internet — spending 80 hours per month online from computers, and viewing 3,600 web pages — more than three times as many as any other group. Though they watch less TV than other racial/ethnic groups, they stream twice as much online video as the average household.

While online, African Americans tend to visit music sites, Hispanics spend time at Latin-topical sites such as MSN Latino, and Asians prefer technology sites. [Emerging Majorities, Television, Telecommunications, Online]

Source: “The New Digital American Family, April 2011,” Nielsen, Doug Anderson, SVP Research and Thought Leadership, 700 Broadway, New York, NY 10003; 646-654-5000; also, Elizabeth Luke, Communications Analyst – Mobile; elizabeth.luke@nielsen.com; www.nielsen.com. Price: Available online at no charge.

© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.

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