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Our best-selling study on the Hispanic market: 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.
FOCUS: Latino IX™ measures the market for cable programming, telecom, Internet, and new media among urban Hispanics.
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- FOCUS: Latino IX - Background and Methodology
- 1) Summary of Research Findings
- 2) Language, Origin, and Demographic Profile of Urban Hispanics
- 2.1 Origin/Ancestry of Urban Hispanics
- 2.2 Place of Birth by Language and Demographics
- 2.3 Language Profile: Language Spoken at Home
- 2.4 Language Profile: Language Spoken at Home by Demographics
- 2.5 Language Profile: Fluency in Spanish and English
- 2.6 Demographic Profile: Summary Charts
- 3) Penetration of Telecommunication Services in Urban Hispanic Homes
- 3.1 Penetration of Telecommunication Services in Urban Hispanic Homes
- 3.2 Multichannel Penetration in Urban Hispanic Homes
- 3.3 Digital Multichannel Services in Urban Hispanic Homes: 2005-2009
- 3.4 Internet Penetration in Urban Hispanic Homes
- 3.5 Internet Services in Urban Hispanic Homes: 2005-2009
- 3.6 Broadband Internet in Urban Hispanic Homes: 2006-2009
- 3.7 Internet Usage Among Urban Hispanics
- 3.8 Telephone Services in Urban Hispanic Homes
- 3.9 Reported Monthly Spending on Telecommunication Services
- 3.10 Bundled Services: Subscription in Urban Hispanic Homes
- 3.11 Bundled Services Penetration in Urban Hispanic Homes: 2007-2009
- 3.12 Bundled Services: Potential Subscription to 3-Service Bundles in Urban Hispanic Homes
- 4) Impact of the Current Economy on Subscription to Telecommunication Services
- 4.1 Impact of the Current Economy on Subscription to Telecommunications Services
- 4.2 Likelihood to Cancel Landline by Language and Demographics
- 5) Penetration and Usage of Digital TV Services: On Demand, DVR, and HD TV
- 5.1 Penetration of Digital TV Services in Urban Hispanic Homes
- 5.2 Usage of Digital TV Services
- 6) Interest in ITV Features
- 6.1 Interest in ITV Features
- 7) Programming: Premium, Favorite Channels, Genres Viewed, Specialty Tiers, and In-Language Viewing
- 7.1 Daily TV Viewing
- 7.2 Premium Channels
- 7.3 Favorite TV Channels
- 7.4 Frequency of Watching Specific Program Genres
- 7.5 Usage of PPV/MOD
- 7.6 Subscription to In-Language Package
- 7.7 Incidence of Watching Programs in Spanish and from Other Countries
- 7.8 Incidence of Watching TV in Spanish
- 7.9 Usage of SAP
- 8) The Government Digital Mandate: Awareness and Intentions
- 8.1 The 2009 Government Digital Mandate: Impacted Homes
- 8.2 The 2009 Government Digital Mandate: Awareness
- 8.3 The 2009 Government Digital Mandate: Intended Plans
- 9) Internet Usage among Hispanics
- 9.1 Internet Usage: Frequency of Specific Usage*
- 9.2 Online Brands: Search Engines/Portals Most Frequently Used*
- 9.3 Online Brands: Web Sites Most Frequently Visited*
- 9.4 Online Brands: Web Sites Used for Video Content*
- 10) Penetration of Portable Devices and Usage of Broadband Video: Online and on Handheld Devices
- 10.1 Ownership of Handheld Devices
- 10.2 Incidence of Accessing the Web on Handheld Devices
- 10.3 Incidence of Watching Video Online or on Handheld Devices
- 11) Technology Profile
- 11.1 Ownership of Electronic Devices
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