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In 2006, US ethnic
communities account for one-third of every dollar spent on consumer
telecommunications services, according to a new market research study from The
Insight Research Corporation. The largest minority group, Hispanics,
representing nearly 44 percent of the US minority population, 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 Telecommunication Services 2006-2011,” 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 found that
68.3 percent of the overall US population owns cell phones, with White
Non‑Hispanics having the highest ownership rate at 71.9 percent, followed by
Asians at 71.3 percent, African Americans at 68.2 percent, and Hispanics at 60.6
percent. When sub-segmenting the Hispanic market, however, Insight found that
English-oriented Hispanics nearly approach the overall market penetration rate
at 67.5 percent.
“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 2006-2011”examines spending and
usage patterns of US Hispanics for wireline, 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/ethnic06.asp. This 104‑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. PJ Conger, Marketing Director
973-541-9600
pj@insight-corp.com
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The Future of Telecommunications 2006-2011 |
Telecom
Market
Research,
