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HALF OF URBAN MULTICULTURAL HOMES ALREADY OPT FOR A BUNDLE;
POTENTIAL FOR TRIPLE PLAY GROWTH STRONG
Black, Latino Homes Key Targets for Triple Play Package
May 15, 2008– The 2008 edition of State of Cable and Broadband Urban Markets, Horowitz Associates, Inc.’s annual study on urban, multicultural consumers and the market for cable and broadband services, reveals that almost half (46%) of urban consumers have a bundle of entertainment and telecommunications services for their home. |
English-oriented Latino, Asian, and White/non-Hispanic urban households are the most likely to have a bundle, while Spanish-dominant Latino and Black homes are the least likely.
Not surprisingly, two-service bundles are the most common: one-third (32%) of urban homes get some sort of two-service bundle configuration, with the majority of those being phone and Internet from the phone company. Fourteen percent (14%) of urban homes have a three-service bundle, with the majority of these being cable’s triple play packages. English-oriented Latinos, bilingual Latinos, and White/non-Hispanic consumers are the groups most likely to already get all three services from one provider.
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Demand For Triple Play Highest In Black, Spanish- Dominant Latino Homes: Four in ten (40%) Black heads of household said they would be very likely or likely to get a bundle of their TV, Internet, and phone service from one company—if the package included a 10% discount off their total bill for those services. Currently with the lowest penetration of bundled services, Spanish-dominant Latinos are even more interested: Almost half (46%) say they would be likely to subscribe to a triple play with the discounted price.
Commenting on the findings, Adriana Waterston, Vice President of Marketing and Business Development at Horowitz Associates, notes that “Bundling two, three, and now four services has always been a win-win for consumers and providers from a price and revenue perspective. In today’s competitive environment, offering the best bundle has become a strategic imperative. These data from our State of Cable and Broadband Urban Markets study highlight how important it will be to have the right programming, pricing, and messaging in place to sell the bundle to multicultural audiences.”
About the Study: State of Broadband Urban Markets is a one-of-a-kind, comprehensive study that has been studying the market for cable and broadband services and programming since 1999. The focus is on the urban market, a cosmopolitan, ethnically and racially diverse, and globally connected market where more than one-third of Americans reside. The study tracks the growth of cable, digital, Internet and broadband services, measures the current market for programming, services and technologies and anticipates trends in the delivery and consumption of new programming and advanced digital services to the urban TV and Internet home among Latino, Black, Asian and White consumers. For more information, please contact Adriana Waterston, Vice President of Marketing and Business Development at 914-834-5999.
About Horowitz Associates, Inc.: Horowitz Associates, Inc. is a market research and consulting company based in Larchmont, New York. The company conducts custom research and consulting for clients in broadband and new media, including cable television, telecommunications and the Internet. In addition, Horowitz Associates publishes a variety of annual industry studies including State of Broadband Urban Markets, Making the Connection: Consumer Broadband Lifestyles, Broadband Content and Services, State of Digital and Interactive Television, FOCUS: Latino, FOCUS: African America and State of Cable and Broadband. |
