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From what people watch to what they buy, behavior across ethnic groups in the U.S. is as diverse as the groups themselves. A closer look at the multicultural landscape by The Nielsen Company reveals how consumers utilize the same resources differently. The findings show that African Americans are TV-centric, Hispanics are savvy smartphone users, and Asians/Pacific Islanders are heavily wired to the Internet. In retail, African Americans shop the most frequently; Hispanics shop less often but spend more than others; and Asians/Pacific Islanders take the most advantage of deals and promotions.