What’s next–demographically tailored iPOD marketing?
May 30, 2008
I received an e-mail the other day from Baltimore-based ETC Information Inc. that released a survey looking at how people from different ethnic groups use different types of media.
| Hispanics | African Americans/ Blacks | Asians | Caucasians |
| 1. Cell phone | 1. Cell phone | 1. Cell phone | 1. Cell phone |
| 2. IPod/MP3 player | 2. Text messaging | 2. Instant messaging | 2. TiVo/DVR |
| 3. Text messaging | 3. Video gaming | 3. IPod/MP3 player | 3. Video gaming |
The survey, conducted by Ohio-based BIGresearch, found some pretty stark differences in what types of radio stations each racial group listens to and some differences in what types of new media people use the most.
I have to admit, I’m not entirely shocked to see that whites most often listen to rock, oldies and country music; blacks listen mostly to R & B, hip-hop and religious radio stations; Latinos listen to rock, Latin/Hispanic or hip-hop; and Asians listen most to rock, top 40 and news.
But something I wouldn’t have guessed on my own was that all three minority groups reported using text messaging, instant messaging and iPods more than whites did. (Whites reported they were more likely to use TiVo.)
The survey’s methodology wasn’t included, but I’d imagine that this information might be relevant to marketers looking to create more targeted advertising. With the down economy and the need to find cheaper, effective advertising, will people be looking at not just cell phone marketing but also using iPods and TiVo to tailor demographic-specific ads for air?
LIZ FARMER, Business Writer
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