Over the next few weeks we will look at African-American, Hispanic, and Whites who select video gaming as a favorite way of spending free time.
This data is derived from SIMM VII (Simultaneous Media Survey) of BIGresearch's biannual survey. The survey was done in December of 2005 with a sample of 15,000. This week we will profile the major comparative differences of "spending free time" between African-Americans, Hispanics, and Whites.
| |
African-American |
Hispanic |
White |
| Camp/Fish/Hike/Hunt |
15.9% |
25.7% |
30.5% |
| Exercise/Jogging, etc. |
38.9% |
35.1% |
25.5% |
| Go to Bar/Nightclub |
27.5% |
32.3% |
18.5% |
| Go to Movies |
62.5% |
72.2% |
46.9% |
| Go to Amusement Parks |
35.2% |
41.5% |
23.6% |
| Go Shopping |
49.9% |
55.5% |
38.8% |
| Play Video Games |
36.3% |
42.1% |
30.8% |
| E-mail/Instant Messaging/Blogging |
44.7% |
52.4% |
46.9% |
| Listen to Music |
75.6% |
72.9% |
59.3% |
The basis for the above selection is to show the widest taste and preference differences between African-Americans, Hispanics and Whites, even though all three groups share a penchant for free time video gaming. There are also differences as well between Hispanics (42.1 percent), African-Americans (36.3 percent), and Whites (30.8 percent) who play video games.
It would also appear that "live entertainment" is more of a leisure time activity for African-Americans and Hispanics than Whites as shown by the data. Going to bars, nightclubs, movies, amusement parks, shopping and even music preferences are a major difference between the three groups.
What may this mean to marketers and media planners?
The presumption that video gamers are cloistered in their homes and to the video screen may be incorrect according to our research. In fact, it is quite the opposite for African-Americans and Hispanics.
What is important to note is that music and the buzzing background of the urban surroundings are significant parts of the African-American and Hispanic video gaming and media ecosystem. Such a reality demands a clear understanding of the multitasking of simultaneous media and should recognize there is a strong relationship between video gaming, music and urban life.
It is this relationship that allows music video/commercials to resonate with the audience as well as integrate with the urban environment as music video functions not as music, or entertainment or advertising but all three together simultaneously. We may suggest that MTV video screen culture has jumped off the screen and into the streets.
Next Week: We will focus on African-American, Hispanic and White video gamers and how they align with BIGresearch's 8 media clusters regarding media influence on purchase decisions.
