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In 2008, US ethnic communities will spend $59.8
billion on telecommunications services, accounting for over one-third of all
residential telecom expenditures, according to a new market research study from
The Insight Research Corporation.
The largest minority group, Hispanics, representing 14.8 percent of the total US
population, will spend the most. The ability to tap into the increased spending
power of the Hispanic-American, African-American, and Asian-American communities
will be crucial to the survival of telecommunications providers over the next
five years.
Insight
Research’s market analysis study, US Hispanic Use of
Telecommunications Services, 2008-2012", takes a close look at the
purchasing habits and telecom usage patterns of the Hispanic segment of the US
population. The study emphasizes that the US Latino market is not one homogenous
market; rather, it is made up of many markets. The study reports that 65.5
percent of all Hispanic respondents now have cell phones, that Hispanics’
average monthly household expenditures on cell phone service was more than 80
percent higher than the average household spend on wireline services, and of
those Hispanics that own a cell phone, nearly four in five had a post-paid
contract.
“The purchasing power that the
Hispanic-American, African-American, and Asian-American communities exert in the
telecommunications industry is not being ignored,” says Robert Rosenberg, Insight
Research. “Yet the cell phone companies that now spend millions of dollars on
undifferentiated Spanish-speaking advertising campaigns that blanket the Latino
community have missed the boat. The Hispanic community must be addressed with
nuanced messaging appropriate to its internal diversity or those cell phone
carriers simply won’t survive,” Rosenberg concluded.
“US Hispanic Use of Telecommunication Services 2008-2012”
examines spending
and usage patterns of US Hispanics for wireline, wireline calling cards,
cellular, and pre-paid cellular services, and compares these spending patterns
to those of the general population as well as other minority segments, including
Asian-Americans and African-Americans.
An excerpt of this Hispanic
market research report, table of contents, and ordering information are online
at
http://www.insight-corp.com/reports/hisp07.asp
This 136-page
report is available immediately for $3,995 (hard copy). Electronic (PDF) reports
can be ordered online. Visit our website, or call 973/541-9600 for details.
For more information please
contact:
Ms. Kim Novak, Marketing Director
973-541-9600
kim@insight-corp.com |
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Streaming Media,
IPTV, and Broadband Transport; Telecommunications Carriers and
Entertainment
Services, 2008-2012 |
Telecom
Market
Research,
