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FOCUS: Latino X 2010 - The U.S Latino Market for Cable and Broadband Services, Programming and Technology
Horowitz Associates Inc, May 2010, Pages: 91
FOCUS: Latino X™ 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 comes from State of Cable & Digital Media - Multicultural 2010: 600 telephone interviews conducted in January/February 2010 among Hispanic heads of household in urban markets (where the majority of Hispanics in the U.S. live).
- The interviews were conducted by bilingual interviewers, using the respondent’s language of preference (46% of the interviews were conducted in Spanish and 54% in English).
- All surveys are conducted in English.
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