Profiling Hispanics' Use Of Advanced Television Services And Online Portals

Interactive marketers and market researchers need to understand what online and offline media Hispanics are using and through what devices to make sure that they are on target with their messaging and product mix. Forrester's HATAS Q3 2006 Phone Survey asked Hispanics what advanced television devices they use, what channels they watch, and what portals they visit. Some of the findings? Spanish-tier programming needs a boost in awareness, and marketers should seek out bundling these subscriptions with DVRs. HDTV sets and HD service are still for a small, but attractive, group of Hispanic consumers. But watch out: Only half of Hispanic HDTV owners currently have HD service. And Spanish-language portals should be a first stop for marketers who are looking for technology optimists who prefer Spanish-language marketing.