1 / 17

I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C H

U.S. Hispanic Entertainment and Consumer Electronics Usage From ICR Hispanic EXCEL and ICR CENTRIS September, 2005. Contact: Michael Brenner 53 W. Baltimore Pike, Media, PA 19063 484-840-4341 (p) • 484-840-4599 (f) • mbrenner@icrsurvey.com • www.icrsurvey.com.

saima
Télécharger la présentation

I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C H

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. U.S. Hispanic Entertainment andConsumer Electronics UsageFrom ICR HispanicEXCEL and ICR CENTRISSeptember, 2005 Contact: Michael Brenner 53 W. Baltimore Pike, Media, PA 19063 484-840-4341 (p) • 484-840-4599 (f) • mbrenner@icrsurvey.com • www.icrsurvey.com I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C H Custom Research • Information Analysis • ICR EXCEL omnibus services

  2. Table of Contents Why Survey Hispanics? 3 Why ICR? 4 Methodology 5 Executive Summary 6 Key Hispanic Demographics from ICR HispanicEXCEL 7 Detailed Findings 8

  3. Why Survey Hispanics? • $750 Billion in spending per year • 41 Million strong and growing fast • They are diverse but share many elements of their Latin American culture • Not a racial group but many ethnicities • Differ by generation, language, geography and country of origin • Although concentrated in major population centers, they are becoming much more geographically dispersed • They are younger and have more children per household on average than the general U.S. population * US Census and Selig Center

  4. Why ICR? • Accurate • Nationally representative of the entire U.S. Hispanic population not based on only major markets • Telephone RDD (Random Digit Dial), not based on surname lists • Affordable • Fraction of the cost of a custom survey • Just one question gets you access to all the demographics • Our scale (150,000 omnibus interviews per year) allows us to be priced much more competitively • Fast • One week from questionnaire to data delivery • Top line data available the day after interviewing ends; complete reports one day after that • Hispanic Research Experts • ICR has conducted hundreds of thousands of interviews with U.S. Hispanics • Focus groups, mall intercept, custom studies, web, Hispanic omnibus

  5. Methodology This study was conducted as part of the ICR HispanicEXCEL and ICR CENTRIS telephone omnibus surveys.Each survey utilized random-digit-dialing (RDD) of U.S households. HispanicEXCELuses a national disproportionate stratified sampling design using an optimal allocation method of selection. The result is a nationally representative cross-section of Hispanics at an incidence of over double the national incidence of Hispanics. The respondent data for both surveys is weighted to ensure that the sample matches known population demographic characteristics. The weighting procedure employs a number of household characteristics including household member age, education, race/ethnicity, metropolitan status, number of household members and number of telephone lines within the household. When reported, significant differences are at the 95% level of confidence. The ICR HispanicEXCEL survey was conducted from June 14-27, 2005 among 1,001 households. The margin of error is 3.10% at the 95% confidence level. The ICR CENTRIS survey was conducted in June, 2005 among 4,000 households. The margin of error is 1.55% at the 95% confidence level.

  6. Executive Summary • One in seven households from the Hispanic Population indicated that they own a digital personal recording device, significantly more than from the General Population (15% vs. 8%). • Three out of every five Hispanic households have a video game system, significantly more than the General Population (47% vs. 40%). • One-half (49%) of Hispanics who own a video game system purchased video games in the past 30 days, significantly more than the General Population (35%). • Three in ten (29%) Hispanic households subscribe to digital cable, significantly more than among the General Population (20%). • Significantly more Hispanic households with cable or satellite currently receive Premium channels (62% vs. 46%). • Two in five households from the Hispanic Population with CD players purchased a CD in the past 30 days, significantly more than the General Population (41% vs. 33%). • Significantly more Hispanic households with a DVD player purchased a DVD in the past 30 days (45% vs. 39% General Population). • Significantly more Hispanic households with VCR’s purchased a pre-recorded VHS tape in the past 30 days than the general populations (16% vs. 12%).

  7. Key Hispanic Demos from ICR HispanicEXCEL • All data projected to U.S. Hispanic Households (13.3 million HH’s) • 55% are foreign-born vs. 38% born in the U.S. and 7% in Puerto Rico • 45% prefer Spanish-language instructions • 39% prefer English language instructions • 15% said it “makes no difference” • 44% of U.S. Hispanics own their own home vs. 69% in the general population* • 53% of U.S. Hispanic households have at least one child vs. 36% in the general population* * ICR EXCEL general population survey of 1,010 during the same time period (June, 2005).

  8. One in seven households from the Hispanic Population indicate they own a digital personal recording device, significantly more than from the General Population.    VRD-2. Does your household have a digital personal recording device? Significant difference from corresponding segment at 95% confidence level Base: Total households

  9. Three out of every five Hispanic households have a video game system, significantly more than the General Population.    VG-1. Does your household have a video game system that connects to your TV and plays games that come on cartridges, CD’s or on DVD’s? Significant difference from corresponding segment at 95% confidence level Base: Total households

  10. Significantly more from the General Population indicated they haven’t purchased any video games in the past 30 days. One-half of Hispanics with video game systems purchased video games in the past 30 days, significantly more than the General Population.  Any (net) General Population – 35% Hispanics – 49%    Base: Total households who own a video game system VG-5. How many video games, if any, has your household purchased in the past 30 days? Significant difference from corresponding segment at 95% confidence level

  11. Three in ten Hispanic households subscribe to digital cable, significantly more than among the General Population.    Significant difference from corresponding segment at 95% confidence level Base: Total households DC-2. Do you subscribe to digital cable?

  12. Over three in five Hispanic households with cable or satellite currently receive Premium channels, significantly more than those among the General Population.   CS-1. As part of cable and satellite TV, you can typically get premium TV channels which offer uncut, unedited movies, sports and entertainment programs shown without commercials. As for of your (PLATFORM) TV service, do you currently receive…? Base: Total Cable or Satellite households Significant difference from corresponding segment at 95% confidence level

  13. Two in five households from the Hispanic Population with CD players purchased a CD in the past 30 days, significantly more than the General Population.  Any (net) General Population – 33% Hispanics – 41%     AUD-3. How many audio CD’s, if any has your household purchased in the past 30 days? Significant difference from corresponding segment at 95% confidence level Base: Total CD households

  14. Nearly one-half of Hispanic households with DVD players purchased a DVD in the past 30 days, significantly more than among the General Population.  Any (net) General Population – 39% Hispanics – 45%     DVD-5. How many DVD disks, if any, has your household purchased in the past 30 days? Significant difference from corresponding segment at 95% confidence level Base: Total DVD households

  15. Significantly more Hispanic households with VCR’s purchased a pre-recorded VHS tape in the past 30 days.  Any (net) General Population – 12% Hispanics – 16%   VCR-4. How many pre-recorded VHS tapes, if any, has your household purchased in the past 30 days? Significant difference from corresponding segment at 95% confidence level Base: Total VCR households

  16. The ICR Family of Omnibus Studies • ICR has almost 20 years experience conducting omnibus studies. • Among our omnibus products: • ICR EXCEL, (est. 1986) a twice weekly national telephone survey of 1000 adults 18+ • ICR TeenEXCEL (est. 1991) a monthly national telephone survey of 500 teens aged 12-17 • ICR CENTRIS – (est. 1997) Communications, Entertainment and Technology oriented survey. Interviewing conducted daily for a total of 1000 interviews with adults 18+ each week. • ICR SmallBizEXCEL (est. 2001) a monthly telephone survey of 500 owners/managers of U.S. businesses with less than 100 employees. • ICR HispanicEXCEL (est. 2005) a monthly survey of 1,000 U.S. Hispanic adults 18+

  17. U.S. Hispanic Entertainment andConsumer Electronics UsageFrom ICR HispanicEXCEL and ICR CENTRISSeptember, 2005 Contact: Michael Brenner 53 W. Baltimore Pike, Media, PA 19063 484-840-4341 (p) • 484-840-4599 (f) • mbrenner@icrsurvey.com • www.icrsurvey.com I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C H Custom Research • Information Analysis • ICR EXCEL omnibus services

More Related