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Michael Brenner
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U.S. Hispanics Entertain At Home

ICR Hispanic Survey Highlights Media and Entertainment Buying

Media, Pennsylvania, September 8, 2005A recent study conducted by ICR reports that when compared to the general population, U.S. Hispanics are more likely to purchase media and entertainment products for the home.  This finding includes DVRs, cable products, video game systems, video games, movies and music.    

U.S. Hispanics are almost twice as likely to report having a Digital or Personal Video Recorder (DVR or PVR) to record live television programs.  While the reported penetration of these products is still relatively low in the general population (8%), 15% of Hispanics reported having one.  Hispanics are also more likely to own a Video Game System (47% vs. 40% of the general population).

These findings highlight the values placed on their family and the home that is common across the diversity of Latin cultures, says Melissa Herrmann, EVP of ICRs Multicultural Research Group.  It also shows the influence of the younger Hispanic generation on their overall household spending.

Hispanics are more likely than the general population to report having purchased each of the following in the 30 days preceding the survey:

- Premium Cable (62% to 46%)

- Movies on DVD (45% to 39%)

- Music on CD (41% to 33%)

- Movies on VHS tape (16% to 12%)

The ICR HispanicEXCEL study was conducted by telephone from June 14 to 27, 2005, among a nationally representative sample of 1,001 U.S. Hispanic adults. The margin of error is +/- 3.10 percent.  The results were compared to the general population using data from an ICR CENTRIS telephone survey of 4,000 adults conducted during the same month with a margin or error of +/- 1.55. ICRs family of omnibus services, which also includes EXCEL, TeenEXCEL, and SmallBizEXCEL, interviews more than 150,000 adults, 6,000 teenagers, 12,000 Hispanics and 6,000 small business owners and operators annually.

To see a report of this data or to learn more about ICR, please visit www.icrsurvey.com

ICR, based in the Philadelphia suburb of Media , Pennsylvania , is a top-ranked and nationally recognized market research organization.  ICR provides consulting and research to its clients on a wide range of issues including branding, market segmentation, customer and employee satisfaction, loyalty, advertising, public relations, multicultural and ethnic marketing, social science, public policy, and many others.

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