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FOCUS: African American 2011

Horowitz Associates, Inc.
October 10, 2011
73 Pages - SKU: HWTZ6666154

Abstract Table of Contents Search inside this report Related Reports

In this highly competitive multichannel and increasingly digital environment, understanding the African American market in all its complexity and potential will be essential for successful programming, marketing, acquisition and retention of these valuable customers.

1. Summary of Research Findings and Implications
2. Penetration of Telecommunication Services in Urban African American Homes: 2.1 Telecommunication Services in the Home: Multichannel, Internet, and Phone Services; 2.2 Multichannel TV Services; 2.3 Internet Services; 2.4 Telephone Services; 2.5 Bundled Services; 2.6 Reported Monthly Spending on Telecommunication Services
3. Future Intentions Regarding Telecommunication Services in Urban African American Homes: 3.1 Plans Regarding Multichannel TV Services; 3.2 Potential for Limited Channel TV Package; 3.3 Likelihood to Cancel Landline; 3.4 Likelihood to Subscribe to Cell Phone Service From Cable Company
4. Penetration and Usage of Digital TV Services in Urban African American Homes: On Demand, DVR, and HDTV: 4.1 Digital TV Services: OD, HD, and DVR; 4.2 Usage of Digital TV Services: DVR and OD; 4.3 Usage of Digital TV Services: HD; 4.4 Usage of PPV/MOD
5. Penetration and Usage of Digital TV Services in Urban African American Homes: On Demand, DVR, and HDTV: 5.1 Digital TV Services: Penetration; 5.2 Usage of Digital Services: DVR and OD vs. Live TV, and HDTV Service vs. Regular Definition; 5.3 Usage of PPV/MOD
6. Programming: Daily TV Viewing, Premium, and Genres Viewed in Urban African American Homesmming: Premium, Favorite Channels, and Genres Viewed in Urban African American Homes: 6.1 Ownership of Handheld Devices; 6.2 Streaming-to-TV Video Capability; 6.3 Broadband Video Usage - Weekly; 6.4 Broadband Video Usage - Monthly; 6.5 Broadband Video Usage: Percent of TV Viewing that is Broadband; 6.6 Channels No Longer Necessary Because They Are Available Online; 6.7 Interest in Accessing Programming from Multichannel Provider Online
7. Broadband TV Content Viewed by Device: On TV, Computer, Handhelds among African American High Speed Internet Users: 7.1 Types of TV Content Viewed on Any Device; 7.2 Types of TV Content Viewed on the Computer; 7.3 Types of TV Content Viewed on Handheld Devices
8. Usage of Alternative Platforms for TV Content Viewing vs. on TV Sets and Circumstances: 8.1 Viewing on TV Sets vs. Alternative Platforms; 8.2 Circumstances for Watching TV Content on Handheld Devices; 8.3 Broadband TV Content Viewing on Handheld Devices and Laptops: In Home vs. Out of Home
9. Internet Usage Among African American High Speed Internet Users: 9.1 Internet Usage: Average Number of Daily Hours; 9.2 Internet Usage: Frequency of Specific Usage
10. Technology Profile of African Americans: 10.1 Media and Technology in the Home; 10.2 Technology Profile: Connection to Technology; 10.3 Technology Profile: Connection to iPad
11. Demographic Profile of Urban African: 11.1 Language and Origin Profile; 11.2 Demographic Profile: Summary; 11.3 Demographic Profile of Specific African American Segments; 11.4 Demographic Profile: African American High Speed Internet Users; 11.5 Demographic Profile: Summary Chart

FOCUS: African American 2011

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