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™ is mainly based on data from State of Cable & Broadband Urban Markets 2009™: 604 interviews conducted in January/February 2009 among Hispanic heads of households 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 (specifically, 45% of the interviews were conducted in Spanish and 56% in English).
In addition, this year, FOCUS: Latino IX™ includes a section (Section 9) with data from our annual study Broadband Content and Services 2008™: 1,000 online surveys among Internet users in the Unites States ages 15+; conducted in October 2008; a quota of 300 Hispanics. All surveys were conducted in English.