Research

UK Ethnic Groups At The Forefront of New Media Uptake – Same Pattern as the US

Recent research from PEW Internet showed that African Americans and Hispanics lead mobile internet growth.

It’s not just in the US that this is happening – in the UK the ethnic groups are leading the way of new media uptake and usage. Ofcom reports on the number of broadband subscribers now surpassing 6 million nationwide. We’ve seen from previous UK reports that ethnic groups are more likely to live in a UK household which has the internet and/or a mobile phone.

UK Ethnic Minority Groups

Some interesting results below:

  1. Younger demographic profile than average UK population

2. Uptake of media higher than average UK population

Key access measures

Indian adults Pakistani adults Black Caribbean adults Black African adults UK adults total
**Multiple platform ownership

62%

65%

55%

62%

53%

Digital TV ownership

83%

89%

81%

82%

82%

Mobile phone take-up

90%

91%

88%

95%

85%

Internet take-up

76%

72%

64%

69%

62%

*Willingness to get internet

25%

35%

30%

30%

15%

** Home ownership of digital television, internet and mobile phone

3. Simultaneous media usage higher

4. Internet usage higher

5. Lack of content makes them less confident in finding right content online (or is it because English is the dominant language online?)

6. Lower levels of online shopping and banking

7. Affordability important when choosing mobile phone

Key findings if you are considering ethnic marketing in the UK:

  • Ethnic minorities are at the forefront of digital media take-up and use
  • They’re price-sensitive – position your products within the ethnic marketplace with price as an important factor
  • UK Indians and Pakistanis claim to spend more time online than the UK population in general
  • When looking specifically at creative uses of online media, all four of the ethnic groups surveyed (Indians, Pakistanis, Caribbeans, Black Africans) report higher levels of downloading music and programme content as well as carrying out creative activities. Compared to the UK overall, they are more likely to upload photographs and develop social networking profiles
  • The younger age profile of adults from ethnic minority groups explains some findings –but not all of this
  • Ethnic minorities are more likely to download audio and video content but confidence in finding content online is lower than the UK average
  • Concerns about media are significantly higher among ethnic minority groups than the UK average

Source: Ofcom 2008

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Written by Niklas Nikolaidis

Niklas Nikolaidis is the founder of Joinville; a trading desk and SaaS ad platform that powers digital multicultural campaigns via direct and programmatic media buying.