Hispanic TV Summit: Maldonado: Know Your Market

Marketing Aimed to Multi-Generations, Bilingual Families Hits Mark

By Mike Farrell — Multichannel News

New York – The key to marketing and providing cable services to the Hispanic community lies in understanding what parts of the market are changing and what are not, said Cox Communications vice president of acquisition and marketing sciences Tony Maldonado.
Speaking at the Multichannel News/Broadcasting & Cable Hispanic Summit here Wednesday, Maldonado said that among the rapidly changing aspects of the market are television viewing habits (about half of Latino households are comfortable with English and Spanish, versus 74% in 1996); rapid adoption of high-speed Internet services (HSI penetration in Hispanic market is 63% compared to 76% for general market); wireless consumption (Hispanics are among the largest percentage of early adopters for wireless and advanced wireless applications) and the bilingual nature of most Hispanic homes.

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