BUSINESS SECTION

U.S. Hispanics Entertain At Home.

A 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 DVR's, 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 ICR's 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%)
For more information at http://www.icrsurvey.com

Article at: http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=17498

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