Hispanic Insights from Internet and Multimedia 2005

Hispanic Insights from the Data Collected for Internet and Multimedia 2005

Following are a number of compelling insights into Hispanics' use of multimedia from the data collected for Internet and Multimedia 2005: The On-Demand Media Consumer.

Hispanics Have a Predilection Toward Radio

Sixty-six percent of Hispanics love or like listening to traditional over-the-air radio. In fact, 50% of Hispanics say that terrestrial radio has had a significant impact on their life.
Hispanic adults spend more time with radio; time spent with TV is down: 43% of Hispanics surveyed say they're watching less TV.
According to the study, 50% of Hispanics say that they are spending less time with TV because of the time they spend listening to radio. Fifty-nine percent of Hispanics say they're spending more time with radio compared to a few years ago vs. 46% for the total market.
When given the option to eliminate one medium between the Internet and radio, 67% of Hispanics preferred to keep radio and eliminate the Internet.

Hispanics and the Internet

Seventy-two percent of Hispanics say they have access to the Internet at some location, and of those Hispanics who have access, 29% say that they have listened to an over-the-air radio station on the Internet.
Forty-nine percent of Hispanics with Internet access have tuned to Internet broadcasting, meaning that they have listened to radio over the Internet, listened to Internet-only audio or viewed video over the Internet.
Hispanics are a growth segment for broadband Internet connections. Fifty-four percent of Hispanic adults have Internet access at home. Of those, 48% have a broadband connection and 47% have dial-up. The Hispanic adults who report having broadband are more likely to have cable modem than DSL (64% vs. 33%).
Hispanics are more likely to have both an Internet connection and a TV in the same room (64% vs. 54% overall).
Hispanics are less likely to have ever clicked on banner ads (13% vs. 20% for the general market).

Hispanics and Entertainment

Sixty-nine percent of Hispanics have seen a movie in the theater during the past three months. Fifty-seven percent of Hispanics surveyed say they are spending more time watching DVDs or videos than compared to a few years ago.
More than 25% of all Hispanics surveyed say that they are first or among the first of their family and friends to try a new product or service. Online DVD rental services are no exception.
- Hispanics show significant interest in subscription-based online DVD rental services such as Netflix^®, Blockbuster Online and Wal-Mart. Fifteen percent of Hispanics say they subscribe vs. 11% among all Americans.
Hispanics are a growth area for digital video recording devices such as TiVo^®. Seventy-eight percent of Hispanics report that they prefer watching TV at the regularly scheduled time. Twenty percent prefer to record TV programming to watch at a different time. Of the Hispanics who prefer to watch TV at its regularly scheduled time, 38% say it is because recording can be too difficult and/or time consuming.
Video on Demand consumption is growing among Hispanics. Twenty-seven percent of Hispanics surveyed said that they have watched Video On Demand programming from their cable or satellite TV provider vs. 25% for all Americans.

Netflix^® is a registered trademark of Netflix, Inc. TiVo^® is a registered trademark of TiVo Inc.