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Horowitz Study: Latinos Living 'Broadband Lifestyles'
March 06, 2007
By Janet Stilson
Hispanics have inched past the average American when it comes to the proportion of consumers who subscribe to broadband Internet service. That's one of the more telling conclusions reached by a new study from Horowitz Associates Inc., revealed today at the company's 7th annual multicultural media forum in New York City.
At the forum, Horowitz released "Making the Connection: Consumer Broadband Lifestyles," which profiles and segments consumers by the way they use the Internet and their so-called "broadband lifestyles."
Horowitz's new research breaks out data for white/non-Hispanic, black/African American, Asian and Hispanic users. And it shows that 70 percent of all Hispanics surveyed access the Internet at home, and of that amount, 58 percent have a broadband connection. That 70 percent directly mirrors the penetration of all respondents, and is slightly below the percentage for non-Hispanic whites, 73 percent. But the 58 percent broadband penetration figure for Hispanics is slightly better than the percentage for all respondents (54 percent) and for non-Hispanic whites (56 percent). The only group with a higher broadband percentage than Hispanics is Asians, at 59 percent.
At today's forum, Horowitz noted the results from its "State of Broadband Urban Markets" survey last year showed that only 30 percent of Hispanics had high-speed access. In that 2006 report, some 36 percent of all respondents had broadband, and 39 percent of non-Hispanic whites had high-speed access.
Horowitz's latest report divides broadband users into five user segments: the "Sports - Gotta Have It" users; "The Connected Multiculturals;" a tech savvy group called "Mavens and Mavericks"; those whose broadband usage is largely connected to work, called "The Broadband Workforce"; "Web moms;" and the more low-brow "Non-Tech Utilitarians."
When measuring the percentage of the respondents in each individual category, "The Connected Multiculturals" were the largest, at 19 percent, with "Sports - Gotta Have It" coming in No. 2 at 18 percent.
Horowitz noted that those in "The Connected Multicultural" group were the heavy users of the Web for social networking, blogging, watching sports events and downloading music. They also watch more hours of television than any other segment.
"The Connected Multiculturals" also use portable Internet/video devices -- such as cell phones and iPods -- more than any other group. Their average age is 33 and they are highly educated.
When looking at the Hispanic segment within "Connected Multiculturals," the report shows that 55 percent visit social networking sites weekly; 40 percent listen to the radio online; 17 percent visit TV channel/program sites; 8 percent watch episodes of TV shows online; 21 percent click on pop-up ads; 14 percent make online purchases; and 37 percent visit Web sites in Spanish.
Hispanic "Connected Multiculturals" have an average age of 33; some 64 percent are English-language oriented, and they spend an average 33.8 hours online every week.
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