Multiplatform Content & Services: Multicultural

Learn how your multicultural audience is consuming media.

In today’s competitive media environment, understanding how, where, and why your audience is consuming media is crucial.  With Multiplatform Content & Services: Multicultural, see how multicultural consumers compare to each other, and to the general market.  Find out who is overindexing on mobile viewing, who is most likely to cut the cord, and how much interest is there for in-language programming.

Download the Multiplatform Content & Services: Multicultural Overview (or: All Horowitz Study Overviews & Order Form)

Sample & Methodology

We conduct 1,000 +/- online surveys among a national sample of broadband users with Internet at home; 800 18+, 200 15-17 year-olds. For our multicultural data, we oversample for Hispanic homes, Black homes, and Asian homes. For Hispanic respondents, the survey is offered in Spanish or English.

Topic Areas

Click any of the headings below to see more about the topics we cover.

Access to Internet, Technology, and Alternative Platforms

  • Penetration of Internet services – at home, on mobile
    devices, at work/school, wireless
  • Media and technology in the home including OTT

Web Use on Computers/Other Devices

  • Average number of hours per week spent online (home, work, school, other devices)
  • Frequency of performing web-based activities on computer and on other devices
  • Social network participation and frequency
  • Incidence of having a blog or web site
  • Frequency of visiting ethnically targeted or in-language web sites

TV/Video Online and on Alternative Platforms

  • Frequency of watching video on alternative platforms
  • Percent of TV viewing that is broadband
  • Specific TV content that is watched on computers, mobile, streamed
  • Behaviors surrounding OTT and handheld devices compared to traditional TV (i.e. when, where, why, how)
  • Interest in TV Everywhere
  • Netflix subscription and usage

Online Brands and Sites

  • Web sites used for specific types of web-based activities
  • Web sites/apps used for specific types of video content
  • Relationships between media brands consumed on TV and on alternative platforms
  • Frequency of watching web content and broadband video that is ethnically targeted or from country of
    origin and sites/apps used

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

Profiles of Key Segments

  • We provide full demographic profiles of the key multicultural audiences addressed in this study.

Tracking Data

  • Growth of Internet, broadband, and alternative platforms

Deliverables

Comprehensive Report

Our report will be delivered in PowerPoint format complete with charts, graphs, and written analysis.
Management Summary

Included will be a summary written by our senior executives with implications about the data.
Presentation of the Findings

At 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.
Full Sets of Data Tabulations

In addition to our final report, you will receive our full sets of tabulations, which are run by demographics, subscription status/technology ownership, and genres viewed.

List Price: $10,000

Download the Multiplatform Content & Services: Multicultural Overview & Order Form