The most comprehensive data anywhere on the Hispanic market for telecommunications, cable, broadband, and technology.
11 years of tracking and studying the U.S. Hispanic Market. Published annually since 2001, FOCUS: Latino™ was the first and is still the most comprehensive syndicated study on the rapidly evolving U.S. Latino market for media and telecommunications content, services, and technology.
FOCUS: Latino is comprised of data from two national studies. The first study is fielded in January, with a report available in May. The remaining data about alternative platform, new technology, and Internet usage comes from a study fielded in August, available in November.
With much of our data trackable for over a decade, FOCUS: Latino™ provides you with invaluable perspective on how key segments of the U.S. Hispanic market have developed over time when it comes to TV viewing and preferences, Internet and broadband use, and now, mobile and alternative platforms. Plus, data are indexed among a national sample of consumers.
Download the FOCUS: Latino Overview (or: All Horowitz Study Overviews & Order Form)
Sample & Methodology
For Focus Latino, we survey 600 Hispanic heads of household (18+), as well as 350 +/- online surveys of Hispanic broadband users 15+ with Internet access at home. The survey for Part I is offered in both Spanish and English; the online survey for Part II is offered in English.
In addition to analyzing our data by standard demographics (age, sex, household income, household type, etc.), we also analyze Focus Latino data by personal fluency in English/Spanish (Spanish-dominant, English-dominant, or bilingual) and foreign-born vs. U.S. born.
Topic Areas
Part I (delivered in May)
Census 2010 Highlights About Hispanics
- This year, we are including a section on highlights from Census 2010 to provide additional context to our detailed report.
Telecommunication Services in Hispanic Homes
- Multichannel Services
- Multichannel Service Tracking
- Penetration of Digital TV Services
- Internet Services
- Broadband Internet Tracking
- Internet Speed that Matches Need and Usage
- Telephone Services
- Bundled Services Penetration
- Reported Monthly Spending on Telecommunication Services
- Future Intentions Regarding Telecommunication Services Among Hispanic Heads of Household
Future Intentions Regarding Telecommunications Services in Urban Hispanic Homes
- Potential for Limited Channel TV Package
- Likelihood to Cancel Landline Phone Service
- Likelihood to Get Cell Phone Service from Cable Company
- TV Viewing and Programming: Genres Viewed, Premium, In-Language Viewing
Penetration and Usage of Digital Services in Urban Hispanic Homes
- Usage of PPV/MOD
- Usage of HD Services
- Broadband Video: On the Computer, on Handheld Devices, and Streamed to the TV
Broadband and Mobile TV Content: Capability and Usage
- Mobile Video Capability
- Streaming-to-TV Video Capability
- Broadband/Mobile Video Usage
Programming: Genres Viewed, Premium, Specialty Tiers, and In-Language Viewing
- Frequency of Watching Specific Programming Genres
- Premium Channels
- In-Language TV Viewing
- Subscription to In-Language Programming Package
- Incidence of Watching TV Programs in Other Languages and from Other Countries
Media and Technology in the Home
- Blu Ray
- Mobile w/video (i.e. cell phone, iPod/MP3 player)
- PSP
- Slingbox
- Video game consoles with streaming capability (i.e. PS3, Xbox 360, Wii)
- AppleTV
- Roku
- …and more
Ethnic Profile
- Languages spoken in the home (by head of household and others)
- Language orientation in the home
- Country of origin
- US born vs. foreign-born, and length of time in the US
Tracking Data
- Growth of multichannel, Internet, and other technologies in Hispanic homes
Part II (available Fall 2012)
Access to Internet, Technology & Alternative Platform
- Penetration of Internet services – at home, on mobile devices, at work/school, and wireless
- Media and technology in the home, including OTT
Hispanic Internet Users’ Web Profiles
- Average number of hours per week spent online (home, work, school, other devices)
- Frequency of performing web-based activities
- Social network participation and frequency
- Incidence of having a blog or website
- Most often used search engines, web sites, and social networks
- Frequency of visiting ethnically targeted or in-language websites
TV/Video Content Online and on Alternative Platforms
- Frequency of watching broadband video (on the computer, on mobile devices, and streamed to TV)
- Percent of TV viewing that is broadband
- Specific TV content that is watched on computers, mobile, or streamed vs. traditional live TV on TV sets
- Behaviors surrounding OTT and handheld devices (i.e. when, where, why, and how)
- Interest in TV Everywhere
- Netflix subscription and usage
- Percent of time viewing on handhelds and on alternative platforms
Online Brands & Sites
- Websites used for specific types of web-based activities
- Websites/apps used for specific types of video content
- Relationships between media brands consumed on TV and on alternative platforms
Relationship to New Technologies and Impact on Users’ Lives
- How respondents relate to the Internet and new technologies
- iPad and other tablets: usage, impact on users’ lives, impact on other technologies
Tracking Data
- Growth of Internet, broadband, and alternative platforms in Hispanic homes
Deliverables
Comprehensive ReportsTwo (2) comprehensive reports in PowerPoint format complete with charts, graphs, and written analysis. |
Management SummaryIncluded will be a summary written by our senior executives with implications about the data. |
Presentation of the FindingsAt your convenience, we will present the findings of the study to senior management, the research team, your internal clients, or at your management conference either in-person or via a webinar presentation. |
Complimentary PassOne (1) complimentary pass to our annual Multicultural Media for Multicultural America Forum ($450 value). |