Hispanics “Get their Game On”
Emerge as Technophiles, Shaping TV Viewer Revolution
(National Harbor, MD-September 30, 2011) A consumer
entertainment usage and consumption tracking study, released today by the Cable
& Telecommunications Association for Marketing (CTAM), examined the bourgeoning
Hispanic population, revealing that Hispanics are emerging as major consumers of
video games, technology and video services.
The August/September CTAM Pulse*, “Tracking How Entertainment,
Demographics and Technology Have Changed in the U.S.,” paints a picture of
Hispanics as a new wave of technophiles, with 69 percent saying they are likely
to stream content, such as movies and music, compared with only 55 percent of
total broadband households.
“Hispanics are extreme entertainment enthusiasts,” said CTAM
President and CEO Char Beales. “We now know that in a variety of program genres,
such as sitcoms, sports and children’s programming, Hispanics watch more
frequently on a TV set than total households.”
Q: How often do you watch the following types of
programming or do the following activities on the following devices?
Base: Households that own the specified technologies and watch
or do the following activities somewhat or very often.
In addition, Hispanics are up to twice as likely as total
households to play video games on a variety of devices and they are
demonstrating a growing propensity to consume content on mobile devices.
Compared to total households, Hispanics are more likely to use
mobile devices and alternative platforms for entertainment purposes, and the
tablet is no exception.
While tablet ownership numbers overall remain low among
Hispanics and total households, 63 percent of Hispanics are interested in
watching movies on tablets, while only 36 percent of total households share
those sentiments. In addition, 59 percent of Hispanics are interested in
watching TV programs on tablets compared to 35 percent of total households.
Activities Interested in doing on a tablet, such as an
iPad
This research is based on an Address-Based Sampling (ABS)
survey conducted by CENTRIS as part of the CENTRIS(sm) omnibus survey conducted
from July 18-26, 2011 and includes tracking questions since 1994. The
CENTRIS sample includes 802 randomly selected adult consumers age 18+.
Fifty-five percent of weighted respondents are cable customers, including 22%
who have premium cable and 39% who have digital cable. Thirty percent of
respondents are satellite television customers. This study has a +/- 3.5
percentage point margin of error.
The Hispanic sample was based on a telephone survey conducted
by CENTRIS as part of the CENTRIS(sm) omnibus survey conducted from July
18-August 31, 2011. This sample includes 366 randomly selected Hispanic
consumers age 18+. This sample has a +/- 5.3 percentage point margin of error.
For media inquiries, contact:
Jason D. King, ABC
Director, Communications & Media Relations
CTAM
301.485.8914
jason@ctam.com
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