Visible minorities overindex in smartphone use: MTM
They are also spending more time online and utilizing the second screen more than the average Canadian, according to a new report.
Canadians who identify as visible minorities are 11% more likely to own a smartphone and are also more likely to use their phones to access video content online than other Canadians. In all 83% of visible minorities own a smartphone, versus 75% of all other Canadians.
Android phones are the most popular smartphone amongst the group, with 31% reporting having one of the devices versus 23% of all other Canadians.
The Media Technology Monitor report profiles Canadians who identify as visible minorities. Data was pulled from the research group’s Fall 2013 and Spring 2014 surveys.
According to the report, visible minorities are younger overall than the average Canadian, and the majority choose to live in large urban cities like Toronto and Montreal.
Those who identify as visible minorities are well educated, with 42% having gone to university and 22% to college.
Visible minorities are adopting smart TVs more rapidly than Canadians overall, but lag behind in picking up nearly all other TV-related devices, such as PVRs, VOD and HDTV. Close to one in three visible minorities own a smart TV (32%), with Canadians overall coming in behind at 27% for adoption of the tech.
Canadians who identify as visible minorities spend about two hours more online each week than the average Canadian. Visible minorities are also more likely to multitask while watching TV than the average Canadian, with 38% reporting being online while viewing TV, versus 32% for all other Canadians.
Visible minority Canadians are less inclined to listen to traditional radio, but spend much more time tuning into online audio than the average Canadian.
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