Photo: American households are getting smaller, growing more slowly and becoming more ethnically diverse
According to a new report from The Nielsen Company that looks at family dynamics, media and purchasing behavior trends, American households are getting smaller, growing more slowly and becoming more ethnically diverse than at any point in history. Diversity in all its dimensions defines the emerging American Family archetype, with no single cultural, social, demographic, economic or political point of view dominating the landscape. In short, Ward and June Cleaver have left the building. The white, two-parent, “Leave It to Beaver” family unit of the 1950s has evolved into a multi-layered, multi-cultural construct dominated by older, childless households.
The report highlighted specific points on media usage and factors in demographic preferences such as income, ethnicity, and age.
* High income families view less TV but spend more time viewing with kids, using time-shifted media four times more often than low income households. These families are also the heaviest internet users, spending 17 percent more time online than the average family.
*The Hispanic community mobile devices serve as a main source for connectivity. They are more likely than the average household to have cell phones with Internet (55%) and video (40%) capabilities and text more than any other race or ethnicity, sending 943 texts per month. Home internet acces is a different story, with only 62 percent of Hispanic households having it in their homes. The U.S. average is 77percent.
* African-American media habits are TV- and mobile-centric. They own four or more sets per household and spend almost 40 percent more time watching TV, especially premium cable channels, than the U.S. average. African Americans also run up more mobile voice minutes per month—1,261—than any other group.
* Asian-Americans exhibit a huge appetite for online media, logging 80 hours on the Internet and viewing 3,600 web pages, 3.5 times more than any other ethnic group.
* Marriage is so 20th century! In 1960, 72 percent of the adult population was married. By 2008, that number plummeted to 52 percent. The college educated have the highest marriage rates; those with a high school education or less, the lowest rates.
To view the entire report, click here.