Imposter Syndrome in Marketing & Why You're Not Alone
Ethnic Minorities: At the forefront of digital communications in the UK - Ofcom Report
1. Ethnic Minorities:
At the forefront of digital
communications in the UK
Media Guardian Ethnic Media Summit
16 September 2008
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. 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
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
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. 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
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. 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
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. 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. 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. 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
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