focus latino

The most comprehensive data available anywhere
on the Hispanic market-- You get 2 full reports for the price of one!

Part 1: Delivered in May; Part 2: Delivered in September

 

Topic Areas; Part 1:

Cable, Broadband, and Phone Services

  • Penetration
  • Providers
  • Spending
  • Satisfaction
  • Likelihood to cancel landline and just have cell phone
  • Usage of long distance/international calling cards

The U.S. Hispanic Market for TV Programming

  • Favorite TV/cable channels (both general and Hispanic nets)
  • Frequency of yiewing by genre (movies, sports, novelas, local/international news, children's content, etc.)
  • Subscription to in-language programming packages
  • Incidence of watching TV programs in Spanish and from country of origin
  • Viewership of specific channels (available for clients that pre-order the study only, so we can run custom tabs)
  • Value of/Demand for specific Spanish language and Latino-themed targeted channels (available for clients that pre-order the study only)
  • Premium subscription

U.S. Hispanics and Digital/Interactive Features

  • Penetration of VOD, DVR and HD
  • Configuration in the home
  • Usage
  • Satisfaction
  • Spanish language On Demand- penetration and usage
  • The market for interactive services and advertising

Media and technology in the home

  • I.e., Blu Ray, cell with video, Ipod/MP3 player with video, PSP, Slingbox, Pocketdish Player, AppleTV, Windows Media Center, Boxee, Miro, Moxi, Vudu, etc.

Tracking data on growth of multichannel, Internet, and other technologies in Hispanic homes

Topic Areas; Part 2:

Hispanic Internet Users' Web Profiles

  • Average number of hours per week spent online (home, work, school, other devices)
  • Frequency of accessing the web on alternative devices (I.e., cell, XBox, Windows Media Center, AppleTV, etc.)
  • Frequency of performing web-based activities (ie., e-mail, local info, news, sports, social networking, purchasing products, managing finances, playing online games, music, blogs, visiting Spanish language or culturally relevant sites, etc.) on computer/on other devices
  • Most often used search engines, web sites, and social networks (including for Spanish language and culturally relevant content (not just video)

TV/Video Content Online and on Alternative Platforms

  • Frequency of watching specific types of TV/video content online, on handhelds, and on alternative platforms
  • % of time viewing on on handhelds and on alternative platforms vs "traditional" TV
  • The market for mobile TV

Sample and Methodology:

  • 600 telephone interviews among Hispanic heads of household, 18+
  • 350+/- online surveys of Hispanic broadband users 15+ with Internet access at home
  • Spanish or English survey, depending on preference
 Analyzed by...
(custom data runs available by request)
  • Spanish dominant, bilingual, and English oriented households (acculturation levels)

  • Foreign born/U.S. born, country of origin

  • Personal fluency in Spanish/English

  • Subscription level (non-multichannel, cable, digital cable, satellite, FiOS, Att-Uverse, premium subs, triple play customers, Internet, broadband)

  • Standard demos: Household income, household type, home ownership, age, education, and sex of householder, and the presence of children in the home

  • Genre affinity, specific network viewership, or interest in new programming (available for early subscribers only)
Deliverables:
  • 2 comprehensive reports in PowerPoint format complete with charts, graphs, and written analysis

  • Management summaries and implications with links to the detailed data

  • In-person or webinar presentation of the findings to senior management, the research team, your internal clients, or at your management conference

  • One complimentary pass to our annual Multicultural Media for Multicultural America Forum ($450 value)

Pricing Options for
FOCUS: Latino
Order Now:$5,850
List price: $6,500

Purchase as part of a package and get an even better price!

Contact for info and to order:
Adriana Waterston
Vice President, Marketing and Business Development
Horowitz Associates, Inc.
adrianaw@horowitzassociates.com
914-834-5999

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