FOCUS: African American 2009

Published by: Horowitz Associates, Inc.

Published: Jul. 7, 2009 - 62 Pages

Table of Contents

FOCUS: African America IV - Background and Methodology

1) Summary of Research Findings

2) Penetration of Telecommunication Services in African American Homes

2.1 Penetration of Telecommunication Services in African American Homes

2.2 Multichannel Penetration in African American Homes

2.3 Internet Penetration in African American Homes

2.4 Internet Services in African American Homes: 2006-2009

2.5 Internet Usage in African American Homes

2.6 Penetration of Telephone Services in African American Homes

2.7 Reported Monthly Spending on Telecommunication Services

2.8 Bundled Services: Current Subscription in African American Homes

2.9 Bundled Services Penetration in African American Homes: 2007-2009

2.10 Bundled Services: Potential Subscription to 3-Service Bundles in African American Homes

3) Impact of the Current Economy on Subscription to Telecommunication Services

3.1 Impact of the Current Economy on Subscription to Telecommunications Services in African American Homes

3.2 Likelihood to Cancel Landline in African American Homes

4) Penetration and Usage of Digital TV Services: On Demand, DVR, and HD TV

4.1 Penetration of Digital TV Services in African American Homes

4.2 Usage of Digital TV Services in African American Homes

5) Interest in ITV Features

5.1 Interest in ITV Features

6) Programming: Premium, Favorite Channels, Genres Viewed, Specialty Tiers, and In-Language Viewing

6.1 Daily TV Viewing Among African Americans

6.2 Premium Channels in African American Homes

6.3 Favorite TV Channels and Frequency of Watching Specific Program Genres

6.4 Usage of PPV/MOD Among African Americans

7) Internet Usage among African Americans

7.1 Internet Usage: Frequency of Specific Usage*

7.2 Online Brands: Search Engines/Portals Most Frequently Used*

7.3 Online Brands: Web Sites Most Frequently Visited*

8) Penetration of Portable Devices and Usage of Broadband Video: Online and on Handheld Devices

8.1 Ownership of Handheld Devices in African American Homes

8.2 Incidence of Accessing the Web on Handheld Devices in African American Homes

8.3 Incidence of Watching Video Online or on Handheld Devices in African American Homes

9) Technology Profile of African Americans

9.1 Ownership of Electronic Devices Among African Americans

10) Language, Origin, and Demographic Profile of African Americans

10.1 Language and Origin Profile of African Americans

10.2 Demographic Profile of African Americans

10.3 Demographic Profile of Specific African American Segments

10.4 Summary Demographic Profile of African Americans

Abstract

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.

Following the model of our best-selling FOCUS: Latino report, this report will provide insight on the media-related preferences, habits and attitudes of Black/African Americans. The report provides in-depth analysis by age, sex, income, marital status, the presence of children in the household and by single heads of household.

Focus on the market for cable programming, telecommunication services, Internet services, and new media among urban African Americans.

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