Among Broadband Users, Multicultural Segment Stands Out

Almost 2 in 10 “Connected Multiculturals” Visit TV Websites Weekly; Are Most Likely to View Online TV Content, Study Finds

Larchmont, New York, May 14, 2007— Horowitz Associates, Inc. has recently released the results of a new study titled Making the Connection: Consumer Broadband Lifestyles, which segments consumers by their broadband activities and content choices online and on portable, broadband-enabled devices.  

The study reveals six core broadband lifestyle segments, including “Non-Tech Utilitarians,”  “Sports-Gotta Have It” and the “Web Moms” segments (the three lighter user segments), and the “Broadband Workforce", "Mavens and Mavericks," and “Connected Multiculturals” who are the heavier user segments.

One of the key findings of this study is that one of the most heavy broadband user segments skews heavily multicultural.  The “Connected Multiculturals,” so named because over half of broadband users in this segment are Black, Hispanic or Asian, stand out because they enjoy the highest ownership and usage of multiple portable devices, are the most heavily engaged in TV and broadband activities and are the most likely to view various forms of video content online.  For example, on a weekly basis,  86% get current news and currents events online, 41% listen to the radio online, 14% watch news video segments, 12% watch video segments of sports events, and 9% watch and/or download an entire TV show.

Adriana Waterston, Vice President of Marketing and Business Development at Horowitz Associates, Inc. notes: “To reach the leading edge of multicultural audiences, incorporating online and broadband components to any marketing, branding and advertising campaign is a smart strategy.  And as broadband penetration continues to rise among Black and Hispanic consumers especially, an online strategy will be non-negotiable.”

The “Mavens and Mavericks” also stand out as heavy users of broadband.  Consumers in this category skew young, with 40% being 18 years of age and under.   These “Mavens and Mavericks” are the most likely to upload their own videos to YouTube, have their own webpages or blogs, and are regular viewers of video on broadband and portable devices.

Those in the “Broadband Workforce” are very career-oriented, with high levels of educational attainment and income.  Consumers in this heavy user segment tend to use broadband and their portable devices to stay connected for work, financial and business matters.

“Now that broadband has reached critical mass in American homes, understanding the nuances of consumer behavior vis a vis broadband content becomes important for media companies and their advertisers” adds Howard Horowitz, president of the firm.  “Not all consumers use broadband in the same ways, or access the same kinds of content.  As has always been true for all kinds of media and entertainment, it is important to know your broadband audience.”

About the Study
These survey findings represent only a small part of Making the Connection: Consumer Broadband Lifestyles™, the newest Horowitz Associates, Inc. research study.  White, Black, Hispanic and Asian broadband users are queried about their technology ownership, broadband activities/content preferences, TV consumption and lifestyle/attitudinal information.  Formal segmentation of the survey data reveals six core broadband segments.  http://www.horowitzassociates.com/makingtheconnection.pdf .

About Horowitz Associates, Inc./Surveys Unlimited
Horowitz Associates, Inc. is a market research and consulting company based in Larchmont, New York.  The company conducts custom research and consulting for clients in the cable, broadband and new media space.  The company’s Surveys Unlimited Division specializes in urban, multicultural and Latino research.  h