Broadband Services Among Latino, African-American And Asian Consumers Howard Horowitz, President of the research firm Horowitz Associates recently presented data from the company's
State of Broadband Urban Markets V study. The study series has tracked the growth in cable, satellite and high speed Internet services among urban consumers over the past five years.
According
to the study:
- Penetration of digital services has grown from 11% to 42% over the past five years.
- Today, almost one-third (29%) of urban homes have digital cable, and 15% have a
satellite dish.
- Penetration of digital cable is highest among African-Americans and English-oriented Latinos, while satellite enjoys its highest penetration in Asian and Spanish-dominant Latino
households.
- Recent focus on the Spanish-dominant segment of the Latino market, by the media industry, led to a growth in penetration of digital cable service among this segment from 10% to
23% in two years' time.
- In addition, dish penetration has now reached almost two in ten (19%) of Spanish-dominant homes.
- Nearly six in ten (59%) of urban homes now have access to the
Internet, and 32% of these connections are high speed, according to the Horowitz report.
- Among Asian consumers, the Internet is penetrated in eight out of ten homes, with almost six in ten of
these reporting a high speed Internet connection.
Horowitz noted, "There are numerous opportunities that have not yet been tapped - ranging from mass market channels for basic digital
service to popular foreign language offerings as premium services for those niche segments willing to pay extra for quality, in-language programming."
Find out more here.