SIMM®16: Hispanics,

African Americans and Asians

More Digital-
Digital-Savvy than Caucasians

Chrissy
Ch i Wissinger
Wi i
450 W. Wilson Bridge Rd.
Suite 370
Worthington, OH 43085
Ph: 614-846-0146
Facebook Usage
Q: How often do you use any of the following websites?
A: Regularly, Occasionally, Never

Facebook Regular Usage
60.0% 55.7%
53.0%
54.2%
50.0% 49.3%
42.4% 47.7%
39.9% 45.5%
40.0%
32.4% 43.0%
33.2% 36.9%
30.0% 23.6%

27 1%
27.1%
20.0% 15.4% Hispanic
African American
10.0% 13.1% Asian
Caucasian
0.0%
Dec‐08 Jun‐09 Dec‐09 Jun‐10
Source: SIMM® Surveys, December 2008 - June 2010
All Social Media Sites
Q: How often do you use any of the following websites?
A: Regularly, Occasionally, Never

How often do you use any of the following websites? (REGULARLY)

African
All 18+ Hispanics Americans Asians Caucasians
Facebook 45 3%
45.3% 54 2%
54.2% 47 7%
47.7% 55 7%
55.7% 43 0%
43.0%
YouTube 28.2% 45.5% 35.1% 56.0% 22.9%
Hulu 9.4% 15.1% 11.3% 17.5% 8.0%
MySpace 7.9% 14.8% 9.4% 13.9% 5.9%
T itt
Twitter 6 5%
6.5% 11 4%
11.4% 9 0%
9.0% 16 0%
16.0% 4 8%
4.8%
LinkedIn 4.6% 5.8% 5.0% 10.9% 4.1%
Classmates 3.8% 5.7% 4.7% 8.6% 2.9%
Plaxo 1.3% 2.6% 1.5% 4.8% 0.9%
Source: SIMM®16 Survey
Shopping Online
Q: How often do you research products online Q: How often do you purchase products online?
before purchasing them in person or in a store? A: Regularly, Occasionally, Never
A: Regularly, Occasionally, Never

R
Regular Online Shopping
l O li Sh i
All 18+
60.0% Hispanic
51.2% 49.7% African American
50.0% 46 6%
46.6% Asian
41.8% Caucasian
40.2%
40.0%
34.1% 34.5%
32.2%
29.5% 29.5%
30.0%

20.0%

10.0%

0.0%
Research Online                           Purchase Online
1 2
Source: SIMM®16 Survey
Activities Online for Fun
Q: Which of the following online activities do you regularly do for Fun & Entertainment while
online? (Check all that apply)

Top 5 Online Activities for Fun & Entertainment

Hispanic African American/Black
Shopping (43.7%) Shopping (45.5%)
Mo ie Re
Movie ie s/Sched les (38
Reviews/Schedules 3%)
(38.3%) Do nload M
Download Music/Videos
sic/Videos (32
(32.6%)
6%)
Download Music/Videos (37.4%) Movie Reviews/Schedules (31.5%)
Watch TV Shows (31.5%) Watch TV Shows (30.0%)
Social Networking (31.2%) Social Networking (28.7%)

Asian White/Caucasian
Shopping (42.7%) Weather (39.9%)
IM/Chat (38.5%) Shopping (39.3%)
Video Games (38.1%) Social Networking (29.1%)
Download Music/Videos (35.9%) Movie Reviews/Schedules (27.4%)
Movie Reviews/Schedules (32.9%) Sports News/Scores (25.0%)
Source: SIMM®16 Survey
Searching the Internet
Q: How often do you search the Internet using the following?
A: Regularly, Occasionally, Never

REGULARLY search
h the
th Internet
I t t on…
African
All 18+ Hispanics Americans Asians Caucasians
Blackberry 7.9% 13.4% 12.8% 15.3% 5.9%
C ll Ph
Cell Phone 13 2%
13.2% 23 6%
23.6% 23 4%
23.4% 21 4%
21.4% 9 4%
9.4%
Desktop Computer 69.7% 69.0% 71.5% 66.3% 70.2%
Droid 4.6% 8.0% 8.0% 9.7% 3.3%
iPad 2.8% 5.7% 3.6% 11.2% 1.9%
iPhone 8 6%
8.6% 15 9%
15.9% 10 4%
10.4% 20 0%
20.0% 6 8%
6.8%
Palm Pre 2.2% 4.8% 4.0% 7.0% 1.3%
Wireless Laptop 43.1% 54.4% 52.1% 54.0% 40.1%
Wireless Netbook 8.5% 14.5% 12.4% 22.6% 6.4%
Source: SIMM®16 Survey
Contact us

For media inquiries:

Chrissy Wissinger, Communications Manager
chriss @bigresearch com
chrissy@bigresearch.com
614-846-0146

For more information about the Simultaneous Media Usage® Survey:

Kim Rayburn, SVP Sales
kim@bigresearch.com
614-846-0146
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