Hispanic Market Key For Internet Services. Internacional :: International

Hispanic Market Key For Internet Services


Fecha Jueves, julio 08 @ 12:34:33
Tema Internacional :: International


A study by Horowitz Associates finds that while household penetration of PCs and broadband services is lower for Hispanics, the group's interest level is high particularly among urban Latinos

The study's findings reveal that seven of ten (67 percent) Latinos who say they speak English only or mostly English with some Spanish in the home own a PC, on par with penetration in the urban market overall.
However, penetration is much lower among Spanish-dominant Latinos (those who speak Spanish only or mostly Spanish with some English), only 37 percent of whom report having a PC in the home.

Among bilingual Latinos in the study PC penetration falls in between the two, at 60 percent. Similarly, penetration of Internet and High Speed services varies by language subgroup in the U.S. Latino market, with English-oriented Latinos on par with their total urban counterparts, and Spanish-dominant Latinos lagging far behind when it comes to accessing the Internet from their homes.

Three fifths (58 percent) of English-oriented Latinos have Internet access at home, with three in ten (32 percent) enjoying broadband Internet access. But Internet access is only in one quarter (26 percent) of Spanish dominant Latino households, and broadband penetration in those homes stands at just 11 percent.

Half (50 percent) of the bilingual Latinos surveyed say they have access to the Internet.

Nearly two in ten (19 percent) of Spanish-dominant Latinos surveyed say they are planning to subscribe to Internet service within the next year, compared to 13 percent among bilingual Latinos and 15 percent among their English-oriented counterparts.

Across all Latinos surveyed, 20 percent say they plan to subscribe to high speed Internet services in the near future, and interest is strongest among bilingual Latinos among whom one in four (25 percent) plan to subscribe to high-speed Internet.

Horowitz Associates
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