Survey Looks at Latinos, Digital
By Simon Applebaum -- Multichannel News, 9/9/2003 10:47:00 AM
Almost one in four Latinos connected to urban-market operators takes digital-cable services, according to a Horowitz Associates Inc. study released Tuesday.
Of 500 Latino citizens surveyed for Focus: Latino III, part of an ongoing series of Horowitz reports on the state of multicultural cable, 24% subscribe to digital service. Also, one in 10 urban-market Latinos complement their cable with direct-broadcast-satellite subscriptions.
Separately, Horowitz estimated that 26% of all urban cable subscribers are digital users.
A total of 30% of urban Latino cable subscribers who prefer speaking English most of the time take digital, compared with 19% of Latinos who primarily speak Spanish, the study noted.
As for favorite channels, one in 10 Latinos surveyed noted Home Box Office and Fox, followed by MTV: Music Television and Discovery Channel among 8% of the survey universe. Univision topped the favorite list of Spanish-dominant survey participants.
Networks survey participants wanted their local operators to carry where currently unavailable included Fox Sports en Español and mun2Television. Upcoming full-time channels ESPN Deportes and SiTV were also among the list of services participants were most interested in receiving.
Strong interest for video-on-demand, digital-video recorders, home networking, interactive and HDTV services also came through in Focus, Horowitz marketing director Adriana Waterston said.
"[Cable] networks and operators now know that Latino consumers are important to their business," she said in a prepared statement. "The challenge going forward will be in developing an in-depth understanding of the complexities and diversity of the U.S. Latino market."
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