U.S. Hispanic Entertainment and Consumer Electronics Usage  From ICR HispanicEXCEL and ICR CENTRIS   September, 2005

U.S. Hispanic Entertainment and Consumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS September, 2005 PowerPoint PPT Presentation


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Table of Contents. Why Survey Hispanics? 3Why ICR? 4Methodology 5Executive Summary 6Key Hispanic Demographics from ICR HispanicEXCEL 7Detailed Findings 8. Why Survey Hispanics?. $750 Billion in spending per year41 Million strong and growing fastThey are diverse but share m

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U.S. Hispanic Entertainment and Consumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS September, 2005

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1. U.S. Hispanic Entertainment and Consumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS September, 2005

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

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. HispanicEXCEL uses 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%). Almost half of 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*

8. One in seven households from the Hispanic Population indicate they own a digital personal recording device, significantly more than from the General Population.

9. Almost half of Hispanic households have a video game system, significantly more than the General Population.

10. One-half of Hispanics with video game systems purchased video games in the past 30 days, significantly more than the General Population. Significantly more from the General Population indicated they haven’t purchased any video games in the past 30 days.

11. Three in ten Hispanic households subscribe to digital cable, significantly more than among the General Population.

12. Over three in five Hispanic households with cable or satellite currently receive Premium channels, significantly more than those among the General Population.

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.

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.

15. Significantly more Hispanic households with VCR’s purchased a pre-recorded VHS tape in the past 30 days.

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 and Consumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS September, 2005

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