FOCUS: Latino X

The newest edition of 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.

Additional Information

This year FOCUS: Latino X is a two-part study.

Part 1: Penetration of video, data, and voice services in the home, usage and demand for TV programming, and usage of digital/interactive features and media in the home.

The data for Part 1 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).

Part 2, (to be released in September 2010): Broadband and multiplatform technologies. Focuses on the web profiles of Hispanic Internet users and on TV/video content watched on alternative platforms. The data for Part 2 comes from Multiplatform Content and Services - Multicultural 2010: 350+/- online surveys among Hispanic Internet users in the U.S. ages 15+; to be conducted in the summer of 2010.

All surveys are conducted in English.