Broadband Among Multicultural Consumers
State of Broadband Urban Markets has tracked the growth in digital and broadband services among multicultural consumers over the past five years. The recent findings show that digital cable is now in 29% of all urban households (27% nationally), enjoying the highest penetration in African-American (35%) and English-oriented Latino households (30%). At 15%, satellite penetration in urban markets is on par with the dish's national penetration, having grown from a mere 7% in 1999.
The study reveals that culturally relevant content is an important component of the television viewing habits of urban consumers. Everyday or almost every day:
- Almost four in ten (37%) African-Americans watch African-American-oriented programming,
- Half (48%) of Latinos (Spanish-dominant and English-oriented, combined) watch Spanish-language programming and
- 10% of Asians view programming oriented to Asian-Americans.
- Mainstream media-- many cable networks in particular-- rank high on the list of "favorite channels" among the Latino, African-American and Asian consumers surveyed.
These data are of key strategic value for advertisers looking for the most effective media through which to reach these important markets.
Find out more here.
JACK LOECHNER
Center for Media Research
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