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Ethnic
Consumers Can Make or Break Success of a Telecom Service Provider
press
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Report
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Market
Segmentation
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BOONTON,
NJ. January 24, 2001:
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Ethnic
groups in the U.S. will spend $41 billion on local, long distance,
wireless and Internet services this year, representing nearly 30
percent of the total telecommunications consumer marketplace, says a
new report by Insight Research.
According
to Insight’s report Telecom
and Ethnic Groups: Uses of Local, Long Distance, and Wireless in
Ethnic Communities, the large and rapidly growing ethnic consumer
segment can spell success for service providers who attract ethnic
consumers with in-language, in-culture advertising, customer service,
and billing, or failure for those who ignore the unique needs and
cultural identity of ethnic groups. By 2005, ethnic consumers will purchase over $65 billion worth
of telecom services, a staggering number that is equal to half of
today’s total consumer telecom market. Moreover, Asian and Hispanic groups will increase their telecom
spending power by more than 13 percent annually through 2005, compared
to the 10 percent growth of the general consumer population. As telecom carriers explore new business opportunities to gain
and retain market share, their attention should increasingly turn to
the ethnic market.
“Multi-lingual
customer service representatives and in-language online bills are
ethnic strategies telecom companies have recently adopted,” says
Robert Rosenberg, president of Insight. “But they have to do more.
Simply translating existing materials into another language
misses the point of communicating in-culture. You must utilize symbols, colors, and images consistent with
the values of the ethnic communities you want to reach.”
Telecom
and Ethnic Groups forecasts expenditures for local, long distance,
wireless, and Internet service in three major ethnic communities:
African-American, Asian and Hispanic. Insight’s primary research survey also reveals monthly
telecom expenditures, usage of technologies in the home, and telecom
preferences by various demographic categories.
A
free report excerpt, table of contents, and ordering information is
online at www.insight-corp.com/ethnic2.asp.
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US
Hispanic Use of Telecom Services 2002-2007
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Private
Line Services
2003-2008
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Optical
Networks:
DWDM
and
SONET
2003-2008
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Grid
Computing
2003-2008
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Insight
Research,
founded
in
1990,
is
a
highly
respected
source
for
telecommunications
market
research
and
strategic
analysis.
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| Contact
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Donna
Savino
at Insight Research
973-541-9600
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Telecom
Market
Research,
