DSL Preferred 3 to 1 Over Cable Modem By Future Latino Subscribers
According Horowitz Associates latest study on the U.S. urban Latino market for cable programming and new media services, Internet broadband services is lower among Hispanics overall than among the average urban consumer, but interest in these technologies is high-- especially among specific subgroups of urban Latinos.
The study highlights distinctions among urban Latinos by language usage. English-oriented Latinos closely mirror the penetration patterns and attitudes of their other urban counterparts. Seven of ten (67%) Latinos who say they speak English only or mostly English with some Spanish in the home own a PC, on par with penetration in the urban market overall.
On the other hand, penetration is much lower among Spanish-dominant Latinos (those who speak Spanish only or mostly Spanish with some English), only 37% of whom report having a PC in the home.
Three fifths (58%) of English-oriented Latinos have Internet access at home, with three in ten (32%) enjoying broadband Internet access. On the other hand, Internet access is only in one quarter (26%) of Spanish dominant Latino households, and broadband penetration in those homes is at a mere 11%. Half (50%) of the bilingual Latinos surveyed say they have access to the Internet-- 23% reporting an HSI connection.
"The Latino market is very complex, and requires a sophisticated approach when it comes to marketing advanced services," says Howard Horowitz, President, Horowitz Associates, Inc., "Narrow approaches that only target Spanish-dominant Latinos may not be effective in reaching the whole or even most of the market." Adriana Waterston, Director of Marketing for the company, adds.
Across all Latinos surveyed, 20% say they plan to subscribe to High Speed Internet in the near future. While currently High Speed Internet provided by the cable company enjoys greater penetration than DSL among urban Latinos, the survey data indicate that those likely to subscribe to HSI services in the near future prefer DSL 3 to 1 over cable modems.
JACK LOECHNER
Center for Media Research
Recent Research Brief Articles
-
SMBs Bullish(er) For 2013 May 20, 6:15 a.m.
According to the recent Business Confidence Survey by Insperity, small business owners are showing a willingness ...
-
Optimize Format For Effective Multi-Media Viewing May 17, 6:15 a.m.
According to a new report from Brand Perfect, considering global publishing for a digital generation, sales ...
-
High Entertainment Spenders Account For 70% Of Home Entertainment May 16, 6:15 a.m.
According to Nielsen’s U.S. Entertainment Consumer Report, consumers in households earning an average annual income of ...
-
Travel Pumps The U.S. Economy May 15, 6:15 a.m.
According to a recent report from Roger Dow, President of the U.S. Travel Association, on how ...
-
Smartphones and Tablets, Though Mobile, Require Separate Ad Approach May 14, 6:15 a.m.
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers ...
-
U.S. Still Largest Digital Out-of-Home Market; China Chases May 13, 6:14 a.m.
According to a new report from PQ Media, the Global Digital Out-of-Home Media Forecast 2013-17, global ...
-
Online Event Attendance Trending Up; Chat and Moderators Popular May 10, 6:15 a.m.
A new report conducted by the Virtual Edge Institute, commissioned by Freeman, shows that attendees are ...
-
Mobile Devices Make Anywhere a Workplace for SMBs May 9, 6:15 a.m.
According to the results of The Sage SMB Survey on Mobile Devices, laptops (80%) and smartphones ...
-
Targeted Or Random; How Do You Like Your Ads? May 8, 9 a.m.
According to a new study by Zogby Analytics for the Digital Advertising Alliance, 40.5% of respondents ...
-
Americans Fed Up With Bad Ads May 7, 6:15 a.m.
According to InsightsOne, with Harris Interactive, Americans Are Fed Up With Bad Ads, 87% of American ...
Be the first to comment on "DSL Preferred 3 to 1 Over Cable Modem By Future Latino Subscribers"
Leave a Comment