MAM
TV, net play different roles in different American communities
MUMBAI: Television and personal computer (PC) ownership and usage varies significantly across cultural groups in America, according to new findings from Knowledge Networks (KN).
The company states that the difference in usage and ownership of these technologies – considered along with demographic and household income data – offers a decision-making context to advertisers and marketers attempting to reach these audiences.
According to the just-released Spring 2005 Ownership And Trend Report from The Home Technology Monitor, African American households have more TVs and larger sets, compared to Hispanics and whites. In addition, the medium plays a more important social role among both African American and Hispanic households. The data also shows striking contrasts in personal computer ownership.
White households own more PCs and pay more for high-speed Internet connectivity. Knowledge Networks/SRI VP David C Trice says, “Each household’s choice of how to spend its budget for entertainment and education impacts how and whether marketers will be able to reach that household. And a deeper understanding of ownership and usage points toward opportunities for reaching these important groups more effectively.”
62 per cent of African American households were found to have more than two TVs, as compared to nearly 51 per cent among whites and 44 per cent among Hispanics. And roughly half (49 per cent) of African American homes have large (30 inches or bigger) TV sets, versus 44 per cent for whites and 41 per cent for Hispanics.
In the KN report, almost 57 per cent of Hispanic respondents and an equal proportion of African American respondents agreed that watching television was the household’s favorite way to relax, as compared to nearly 53 per cent of white households. More striking, 45 per cent of African American respondents and 50 per cent of Hispanic households said that “much” of their family time is spent with TV, versus 29 per cent of white households.
The KN study also shows that 70 per cent of the polled white households had a home computer, as compared to 55 percent for African Americans and 47 per cent for Hispanics. And while 30 per cent of white homes have broadband Internet connectivity, the same figure is 19 per cent for African American households and 16 per cent for Hispanics.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
