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UKs Ethnic Minority Groups watch less TV but compare well on

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					UK’s Ethnic Minority Groups watch less
TV but compare well on mobile and
broadband take-up

Consumers from ethnic minority groups are among the most enthusiastic and technology
aware consumers of communications services in the UK, according to research published
by Ofcom. They watch less TV – especially the biggest traditional channels and those
with internet are more likely to have broadband and to use and depend on a mobile phone
than the rest of the population

Ofcom’s Communications Market Special Report on ethnic minority groups (EMGs),
which was based on a survey of adults from a range of different EMGs found that, when
asked, 83% said that communications technology is important to them. This compares to
the UK average of 69%. In addition some 72% of people from EMGs said that they keep
up with technology compared to the UK average of 59%, and 63% said they could not
happily live without a mobile phone (50% UK).

TELECOMS AND INTERNET

   •   The report shows that take-up levels of telecoms and internet services among
       people from EMGs compare favourably to the overall UK population. Of all
       internet users in the UK, a higher proportion of people from EMGs have
       broadband (80%) than the UK average (74%). Some 86% of EMG households
       have a fixed-line telephone (89% UK) and mobile take-up was higher among
       EMGs (83% vs. 80% UK average).
   •   Many more people from EMGs (44%) rely primarily on their mobile to receive
       calls than the UK population (31%). Also, a higher proportion of EMGs (43%)
       are on mobile phone contracts (as opposed to prepay) than the general UK
       population (33%).
   •   EMG households spend more on fixed line telephone services. Some 32% of
       EMG households spend £71 per month or more on fixed line services, compared
       to just 25% of all UK households.

TELEVISION

   •   EMG individuals watch less television per day (3 hrs 16 min) than the average
       person in the UK (3 hrs 37 min). Of the television they do watch they have a
       stronger preference for films (13.5% of total EMG viewing compared to a 9.6%
       UK average) and children’s programming (3.9% of EMG viewing, 2.3% UK
       average) than the wider UK population.
   •   EMG adults spend less time (at 1.5 hours a day) watching television on channels
       run by public service broadcasters (PSBs) than the UK average of 2.5 hours per
       day. The PSB channels account for just under half (48%) of EMG viewing
       compared to 68% of the average UK viewer’s time spent watching television.
   •   There are only small differences between EMGs and the overall population in
       viewing of Channel 4 and Five but there are bigger gaps on BBC1 and BBC2
       (BBC1 UK average viewing share is 23% and 16% for EMGs. The UK average
       for BBC2 is 8.9% and 4.9% for EMGs). The largest gap exists with ITV which
       accounts for 20.3% of viewing time across the UK but 11.5% with EMG viewers.
   •   EMG households are more likely to watch satellite or cable TV than Freeview.
       Just 12% of EMG adults said they had Freeview compared to a 29% UK average.
       In contrast, 60% of EMG households have a cable or satellite television service
       compared to a UK-wide average of 52%.

IMPORTANCE OF CHILDREN

The report also shows that, when choosing communications services, EMG adults are in
many ways more likely to take their children’s needs into account. For example, when
asked to value the benefits of digital television, 66% of parents from EMGs mentioned
the ability to set parental controls compared to a UK average of 47%. Likewise, when
asked the reasons for having the internet at home, some 74% of EMG adults mentioned
their children’s education compared to a UK average of 47%.

Ofcom Chief Executive Ed Richards said “This latest research from Ofcom shows
encouraging take-up of digital communications services among ethnic minority groups.
However, the evidence suggests that Britain’s most watched broadcasters need to reflect
on whether they are connecting sufficiently with minority ethnic groups“.

The full text of all reports can be found at:
http://www.ofcom.org.uk/research/cm/ethnic_minority

				
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