Ethnic Minorities:
At the forefront of digital
communications in the UK
Media Guardian Ethnic Media Summit
16 September 20...
1
Ofcom’s Media Literacy project
Access
Understand
Create
Use, volume of use and breadth of use of
different platforms
Und...
2
Methodology
• Sample of 300 from four different ethnic minority groups – Indian, Pakistani,
Black Caribbean and Black Af...
3
Ethnic minorities are younger and more
likely to be in C2DE households
4
14%
21%
30%
16%
21%
18%
28%
24%
22%
29%
20%
18%
20%
24%
33%
15%
16%
13%
19%
9%
14%
12%
11%
14%
5%
19%
5% 2% 4% 2%
0%
20%...
5
27% 29%
43%
38% 35%
18%
27%
24%
28%
25%
29%
25%
21% 22%
25%
25%
19%
12% 13% 16%
0%
20%
40%
60%
80%
100%
UK Indian Pakist...
6
Ethnic minorities are at the forefront of
media take-up and use
7
74%
52% 49%
38% 38%
69%
63%
49% 66% 60%
63%
43%
37%
26%
45%
UK Indian Pakistani Black Caribbean Black African
Watch vide...
8
43%
52%
61%
55%
47%
13%
20%
20%
13%
18%
30%
12%
11%
14% 19%
1% 2% 1% 1%1% 3%
3%
1%
4%
14%
9%
18%
14%17%
0%
20%
40%
60%
8...
9
80%
79%
72%
50%
60%
64%
70%
67%
49%
45%
38%
41%
41%
24%
38%
30%
28%
21%
11%
37%
34%
26%
10%
13%
12%
16%
11%
7%
63%
17%
B...
10
Ethnic minorities more likely to
download video and audio content
but confidence in finding content
online is lower.
11
67%
61%
97%
94%
77%
68%
100%
98%
79%
72%
98%
95%
85%
77%
98% 98%
91%
78%
100%
97%
0%
20%
40%
60%
80%
100%
Digital TV DA...
12
57%
54%
38%
65%
70%
59%
76%
74%
61%
79%
74%
70%
72%
69%
52%
0%
20%
40%
60%
80%
100%
Listen to or download music online ...
13
Confidence in finding content online
83%
69%
75%
91%
10%
15%
19%
15%
4%
1%
1%
1%
6%
9%
11%
10%
5%
75%
0% 20% 40% 60% 80...
14
76% 74% 67% 60%
48% 55%
46%
42%
39%
41% 26%
29%
22%
19%
22%
24%
21%
23%
24%
22%
23%
21%
25%
17%
24%
23%
21%
13%
14%
13%...
15
Concerns about media are significantly
higher among ethnic minorities
16
55%
65%
73% 73%
60%
0%
20%
40%
60%
80%
100%
Concerns about TV
UK Indian Pakistani Black Caribbean Black African
Offensi...
17
73%
80%
80%
76%
83%
46%
57%
48%
46%
50%
Channel trust
Trustworthy news programmes
Programmes that show different cultur...
18
12%
35% 35%
42%
32%
0%
20%
40%
60%
80%
100%
Concerns about radio
UK Indian Pakistani Black Caribbean Black African
• Po...
19
63% 65%
69%
64% 65%
0%
20%
40%
60%
80%
100%
Concerns about the internet
UK Indian Pakistani Black Caribbean Black Afric...
20
34%
57% 57% 57%
48%
0%
20%
40%
60%
80%
100%
Concerns about mobile phones
UK Indian Pakistani Black Caribbean Black Afri...
21
Key findings
• Ethnic minorities are at the forefront of media take-up and use
• The younger age profile of adults from...
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Ethnic Minorities: At the forefront of digital communications in the UK - Ofcom Report

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Ethnic Minorities: At the forefront of digital communications in the UK - Ofcom Report

  1. 1. Ethnic Minorities: At the forefront of digital communications in the UK Media Guardian Ethnic Media Summit 16 September 2008
  2. 2. 1 Ofcom’s Media Literacy project Access Understand Create Use, volume of use and breadth of use of different platforms Understand and evaluate content Create content and interact with media devices or with other users Ofcom has a duty under the Communications Act to bring about a better understanding of the nature and characteristics of electronic media to the general public This report is one of a suite of Ofcom Media Literacy publications
  3. 3. 2 Methodology • Sample of 300 from four different ethnic minority groups – Indian, Pakistani, Black Caribbean and Black African communities • Face-to-face, using a specialist research agency Ethnic Focus in November/December 2007 • Multiple languages offered – English, Punjabi, Gujarati, Urdu, French, Somali or Arabic • Sample representative of each of the ethnic minority groups
  4. 4. 3 Ethnic minorities are younger and more likely to be in C2DE households
  5. 5. 4 14% 21% 30% 16% 21% 18% 28% 24% 22% 29% 20% 18% 20% 24% 33% 15% 16% 13% 19% 9% 14% 12% 11% 14% 5% 19% 5% 2% 4% 2% 0% 20% 40% 60% 80% 100% UK Indian Pakistani Black Caribbean Black African 65+ 55-64 45-54 35-44 25-34 16-25 Demographics – Age % aged under 45 52% 67% 74% 62% 83% Ethnic minority groups are younger than the UK population as a whole
  6. 6. 5 27% 29% 43% 38% 35% 18% 27% 24% 28% 25% 29% 25% 21% 22% 25% 25% 19% 12% 13% 16% 0% 20% 40% 60% 80% 100% UK Indian Pakistani Black Caribbean Black African AB C1 C2 DE Demographics – Socio-economic group % C2DE 45% 56% 67% 66% 60% They are also more likely to be C2DEs
  7. 7. 6 Ethnic minorities are at the forefront of media take-up and use
  8. 8. 7 74% 52% 49% 38% 38% 69% 63% 49% 66% 60% 63% 43% 37% 26% 45% UK Indian Pakistani Black Caribbean Black African Watch videos/ DVDs Listen to the radio Read newspapers/ magazines Regular use of different media They are less likely to use traditional media like newspapers and magazines and radio
  9. 9. 8 43% 52% 61% 55% 47% 13% 20% 20% 13% 18% 30% 12% 11% 14% 19% 1% 2% 1% 1%1% 3% 3% 1% 4% 14% 9% 18% 14%17% 0% 20% 40% 60% 80% 100% UK Indian Pakistani Black Caribbean Black African Analogue only No TV Other Freeview Cable Satellite Ownership of digital TV platform % Cable & Satellite 55% 72% 81% 67% 64% … adults from ethnic minority groups are more likely to subscribe to cable & satellite television
  10. 10. 9 80% 79% 72% 50% 60% 64% 70% 67% 49% 45% 38% 41% 41% 24% 38% 30% 28% 21% 11% 37% 34% 26% 10% 13% 12% 16% 11% 7% 63% 17% Black African Black Caribbean Pakistani Indian UK Use your mobile phone Talk on your landline/ home phone Go on the internet Listen to music on CD/ MP3 player/ computer Listen to a radio station Play computer games on a games console 69% 86% 86% 82% 87% … and they are more likely to use other media while watching TV Use of other media while watching TV % who say they use other media while watching TV
  11. 11. 10 Ethnic minorities more likely to download video and audio content but confidence in finding content online is lower.
  12. 12. 11 67% 61% 97% 94% 77% 68% 100% 98% 79% 72% 98% 95% 85% 77% 98% 98% 91% 78% 100% 97% 0% 20% 40% 60% 80% 100% Digital TV DAB radio Internet Mobile phone UK Indian Pakistani Black Caribbean Black African Interest in digital media functionality Adults from ethnic minority groups are more interested in using different functions of digital devices
  13. 13. 12 57% 54% 38% 65% 70% 59% 76% 74% 61% 79% 74% 70% 72% 69% 52% 0% 20% 40% 60% 80% 100% Listen to or download music online Watch or download short video clips such as music videos or comedy clips Watch or download longer videos such as films or TV programmes UK Indian Black Caribbean Black African They are also more likely to use the internet to download video or audio content
  14. 14. 13 Confidence in finding content online 83% 69% 75% 91% 10% 15% 19% 15% 4% 1% 1% 1% 6% 9% 11% 10% 5% 75% 0% 20% 40% 60% 80% 100% Black African Black Caribbean Pakistani Indian UK Confident Neither Don't know Not confident But they are less confident about finding content online
  15. 15. 14 76% 74% 67% 60% 48% 55% 46% 42% 39% 41% 26% 29% 22% 19% 22% 24% 21% 23% 24% 22% 23% 21% 25% 17% 24% 23% 21% 13% 14% 13% 10% 11% 76% 11% 10% 12% 10% 9% UK Indian Pakistani Black Caribbean Black African Public/ civic Leisure information News Entertainment Creativity Transactions Work/ studies information Communication Use of the internet They are much less likely to use the internet for shopping and banking online
  16. 16. 15 Concerns about media are significantly higher among ethnic minorities
  17. 17. 16 55% 65% 73% 73% 60% 0% 20% 40% 60% 80% 100% Concerns about TV UK Indian Pakistani Black Caribbean Black African Offensive content • too much violence • sex/nudity/bad language Poor quality content • too many ads • too many repeats Adults from ethnic minorities are more concerned about offensive or poor quality content on TV
  18. 18. 17 73% 80% 80% 76% 83% 46% 57% 48% 46% 50% Channel trust Trustworthy news programmes Programmes that show different cultures and opinions Programmes that reflect the interests and concerns of people like me Provides high quality UK made childrens programmes Importance rating: 10/9/8/7 PSB channels: 10/9/8/7 23% 32% 27% 30% They also have concerns with public service broadcasting provision in the UK 33% Importance of and satisfaction with PSB provision
  19. 19. 18 12% 35% 35% 42% 32% 0% 20% 40% 60% 80% 100% Concerns about radio UK Indian Pakistani Black Caribbean Black African • Poor quality content • too many ads • lack of originality • lack of quality • Offensive content • bad language • shock tactics • drug references Adults from ethnic minorities are more concerned about offensive or poor quality content on radio
  20. 20. 19 63% 65% 69% 64% 65% 0% 20% 40% 60% 80% 100% Concerns about the internet UK Indian Pakistani Black Caribbean Black African • Offensive content • sexual content/pornography • unsuitable for children •Risk to security/finances • computer viruses/bugs • insecure websites • others getting my details •Personal privacy • spam/unwanted emails • claims for money Concerns about the internet cover a range of issues but are not significantly different from the rest of the UK
  21. 21. 20 34% 57% 57% 57% 48% 0% 20% 40% 60% 80% 100% Concerns about mobile phones UK Indian Pakistani Black Caribbean Black African • Affordability Concerns about mobile phones tend to be around affordability
  22. 22. 21 Key findings • Ethnic minorities are at the forefront of media take-up and use • The younger age profile of adults from ethnic minority groups explains some – but not all of this • Ethnic minorities are more likely to download audio and video content but confidence in finding content online is lower than the UK average • Concerns about media are significantly higher among ethnic minority groups than the UK average

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