Posts Tagged: television
Teens spend nearly 9 hours a day absorbing media, and Latinos even more
Common Sense Media released an exhaustive survey Tuesday outlining how young people spend screen time. One concern: the number of youngsters who feel comfortable multitasking while doing homework.
Two thirds of teenagers said they listen to music every day, and 58 percent said the same about watching television, the study said. By contrast, 45 percent reported using social media every day and only 36 percent said they enjoyed that activity "a lot"; Twice as many said they really enjoyed their music.
Television is the favorite activity of preteens, with 62 percent of respondents aged 8 to 12 saying they watched every day, the study said. Tweens said they spend just under six hours a day of media time. Exactly half of the time teenagers spend with video involves watching a TV program at the time it originally airs. The rest is parceled out among time delayed viewing, DVDs or online video, the study said.
Boys are much more likely to play video games than girls. The survey found male teenagers spent an average of 56 minutes a day gaming, while girls devoted only seven minutes. Girls spent more time on social media or reading than boys. Half of the teenagers said they watch TV or use social media either "a lot" or "sometimes" while doing homework, and 76 percent said they listen to music while working. Half of the teens say that listening to music actually helps their work, while only 6 percent said they thought it hurt.
"As a parent and educator, there's clearly more work to be done around the issue of multitasking," said James Steyer, founder and CEO of Common Sense Media, an organization that monitors youthful media use and gives recommendations to parents. "Nearly two thirds of teens today tell us they don't think watching TV or texting while doing homework makes any difference to their ability to study and learn, even though there's more and more research to the contrary.
"More kids said their parents have talked to them about the content of what they watch or listen to rather than the time spent on media, the study said. Poor children have less access to computers, tablets and smartphones than wealthier kids, but spend more time on devices when they have one, the study said. Common Sense Media conducted a survey of 2,658 young people between Feb. 6 and March 9. The results have a margin of error of plus or minus nearly 2 percent.
Source: Published originally on Fox News Latino as Study: Teens spend nearly 9 hours a day absorbing media, and Latinos even more, November 4, 2015.
Look beyond language to reach Hispanics
A paper in the Journal of Cultural Marketing Strategy, authored by MAGNA GLOBAL and the Center for Multicultural Science, looked at media behaviors across three generational levels – first, second and third – for the US Latino population, in what it claimed was the first such study.
And it reported that marketers' understanding of the nuances of the Latino population needed to go beyond language to encompass a broader cultural understanding.
The study highlighted the fact that Spanish-language TV stations Univision and Telemundo ranked first and second in the most-watched TV networks among first-generation Hispanics.
But Univision ranked only fifth among second-generation Hispanics, while for third-generation Hispanics, the top five most watched TV networks were all in English.
The trend was apparent within age groups as well as across generations, in that the greater the length of time in the country the more likely first-generation Latinos were to watch English-language TV networks; the proportion increased by as much as 20-30 percentage points depending on how long they had been in the US.
Dr. Jake Beniflah, executive director at the Center for Multicultural Science, described the findings of the study as "paradigm shifting" and said there were major implications for how marketers effectively reach Latinos on television.
"Because the Latino population is changing, we need to adopt new TV audience measures," he explained. "Our research showed that using generational level is an effective predictor of what TV programs US Latinos are watching."
For MAGNA GLOBAL, Brian Hughes, svp/audience measurement, said "using generational level and years-in-country can help marketers pinpoint which type of media outlet will reach a specific Latino audience most effectively".
Source: Published originally on Warc.com as Look beyond language to reach Hispanics, October 20, 2015.
Majority of Latinos identify “familia” as core to their identity
The FAM Study (Familia Americana Moderna) released by Telemundo Media explores the evolution of the Latino family and its impact on television viewing habits and family influence on purchase decisions in key categories.
The study, conducted among over 1,000 Latino adults 18+, also provides a better understanding of the multi-family and extended family phenomenon and explores the role of culture and the situational and selective preference for the use of Spanish.
Findings showed 86 percent of Latinos identified the “family” as core to their Latino identity; 81 percent said Spanish-language television preserves the language and culture in Latino families; and more than 60 percent of Latinos look for info and advice within their family across key product categories such as food, financial services and health products.
Multiple economic, social and cultural forces in the U.S. affect Latinos today at a higher rate than other ethnicities, creating unique family dynamics that have a strong influence on attitudes, behaviors, purchase decisions and media consumption.
The FAM study also found:
– Spanish-language television news and entertainment is an invaluable resource for Latino families. Eighty-one percent stated Spanish-language television is used to maintain the language and culture for themselves and their family members. In addition, viewing of Spanish-language television is a family experience, with 70 percent of respondents stating they watch television with their children.
– Consumer purchase decisions are heavily influenced by the family across key product categories: 73 percent look within their family for advice/information when purchasing food and 60 percent when making purchase decisions on financial services and health products.
– “Familia” (family) is the core to Latino identity. When asked “What does it mean to be Latino?” 86 percent chose family and 41 percent picked home as the top two identifiers. When asked the same question about being American, 56 percent chose economics and 42 percent education.
– Each Latino family owns an array of devices, with 85 percent reporting use of an HD television at home with all family members, followed by laptop computers (81%), smart phones with apps (78%) and gaming consoles (74%).
– Latino families also reported that the internet enhances their family connection: 84 percent of respondents said they use search engines every day or a few times a week, with 66 percent connecting with relatives via Facebook and 42 percent using instant messenger to speak with family.
Telemundo Media research model defined the following family segmentations:
– Multi-Gen: Three or more generations living in family home – 25%
– Multi-Fam: Two or more families living together in one home – 31%
– ReNesters: Young Adults have returned to live with family after living elsewhere for some time – 18%
– Comings & Goings: Persons living in family home who came to the U.S. in the past three years or left the family home to return to their country of origin – 26%
– Inter-Ethnics: Family that includes one or more persons who are not Latino, typically a spouse – 15%
Source: NBC Universal, Nearly 90% of Latinos identify “familia” as core to their identity according to Telemundo media's the FAM study, unveiled at advertising week in New York, October 4, 2012.
Spanish-Language Media Grows, Engages Communities
The U.S. Census Bureau says the Hispanic population now tops 50 million. With the growth of this demographic comes the growth of Spanish-language media. Networks like Univision and Telemundo are seeing much higher ratings than some listeners may expect.
A story aired on NPR, indicates that while traditional American newspapers are struggling, Spanish-language media is experiencing growth in circulation and competition.
The scope and influence of Hispanics are at issue during this week's 29th annual convention by the National Association of Hispanic Journalists (NAHJ). One of the event's speakers is Monica Lozano, CEO of ImpreMedia, which is America's largest Spanish-language newspaper company.
Lozano notes that when it comes to ratings and readership, English-language media has been declining while Spanish-language media has been growing. She explains that with the diversity among America's Hispanic community, there are many ways of reaching out to them. She says more media outlets have emerged, and they provide content that deeply connects to Hispanics' interests.She notes that the digital divide is quickly disappearing as Latinos boast the fastest rate of social media usage. She says 60% of all Latinos are now online and 80% will be online in the next two years. Lozano sees an emergence of niche online communities that specifically relate to what Hispanics care about. That's in addition to the growth of large outlets like Univision and La Opinion.
But when it comes to English-language media, Lozano believes coverage of Hispanics is event-driven. She says these outlets look at dysfunctions like border violence — rather achievements like Hispanics' rapid rate of business startups.
Looking at the future, Lozano expects a greater reflection of the Latino community in English-language media. She also predicts the growth of customized platforms that connect to Latinos through both English and Spanish.
Source: National Public Radio, “Spanish-Language Media Grows, Engages Communities,” June 15, 2011.