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As Broadband in Multicultural Homes Increases, Multicultural Audiences Over-Index on Viewing Multiplatform TV
December 27, 2010A study fielded by Horowitz earlier this year suggested that although Black and Hispanic homes under-index for broadband, they are driving new broadband growth. In Horowitz's new study, multicultural consumers with broadband also lead the way in ownership of video-enabled handheld devices: 84% of Asian and 83% of Hispanic and Black broadband users can access video on a handheld, compared to 74% of Whites. With growing access to alternative platforms and more robust content on them, the study finds multicultural consumers are generally more involved in multiplatform TV than Whites. Almost half (48%) of Asian, 46% of Hispanic, and 35% of both Black and White broadband users watch TV content online; 16% of Asian, 22% of Hispanic, 19% of Black, and 15% of White broadband users watch TV content on a handheld (weekly data). Despite heavy usage of multiplatform TV, the traditional set still dominates. Full release
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