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FOCUS: Latino 2009 - The U.S Latino Market for Cable and Broadband Services, Programming and Technology
Horowitz Associates Inc, May 2009, Pages: 101
FOCUS: Latino IX™ measures the market for cable programming, telecom, Internet, and new media among urban Hispanics.
This study analyzes the attitudes, interest, and likely purchase behavior of English-oriented, Bilingual and Spanish-dominant Latino households for television programming, digital cable, advanced and interactive services, the Internet and broadband. The study provides key insights on demand for programming genres and specific new networks, demand for in-language and culturally relevant programming and interest and subscription to targeted programming tiers.
The study analyzes differences by subgroup (language use, U.S. nativity, age, marital status, presence of children, education, etc.) to help networks and operators best position themselves in the very competitive Latino space.
The data is analyzed throughout the report by key demographic segments (such as gender, age, children in the home, origin, place of birth, etc.) and, importantly, by the language used in the home:
- Spanish-dominant: Speak only or mostly Spanish with some English at home;
- Bilingual: Speak English and Spanish equally at home;
- English-oriented: Speak only or mostly English with some Spanish at home.
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