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US Hispanic Use of Telecom Service 2008 - 2012
a market research report
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Nearly one out of every three dollars spent on residential telecommunications services came from US ethnic communities. Harnessing the spending power of the Hispanic-American, African-American, and Asian-American communities has become crucial to the survival of telecommunications providers. This market report takes a close look at the purchasing habits and telecom usage patterns of the burgeoning Hispanic segment of the US population. US Hispanic purchasing power is now growing at nearly twice the rate of the general population, fueled by continued population growth and increasing employment and income levels. In this report, Insight examines spending by US Hispanics on local, long-distance, wireless, and pre-paid services, and compares these spending patterns to the general population and to other minority segments, including Asian Americans and African Americans.
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Report Excerpt
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As the 2008 presidential election approaches, US
Hispanics are the center of attention. While much of the election-year
smoke is being generated by the issue of illegal immigration from south of
the border, the real heat is apparent in the tremendous political and
financial clout of what is now recognized as the fastest growing domestic
“minority” group.
Contrary to the popular belief that California is
overrun by Mexican illegals, the 2006 US Census estimates—released in July
2007—reported that 70 percent of California’s Mexican population is made up
of US citizens. What may eventually refocus American public opinion after
the election is the financial impact the Hispanic community is having on the
economy. Even more importantly, what will be the cultural significance of
America’s largest minority group?
National Hispanic buying power has tripled in the 17
year period from 1990 to 2007, from $212 billion to $863 billion,
respectively. Hispanics spend more money on groceries, phone services,
furniture, gasoline, children’s clothing and footwear than other groups.
Hispanics now represent 8.6 percent of US buying power.
The latest report from the Selig Center for Economic
Growth estimates that the US Hispanic purchasing power reached $863.1
billion in 2007, and by 2012 will hit $1.2 trillion.
For wireline and wireless carriers fighting to gain
share in this growth market, the question of “in language” and “in culture”
is crucial to any effective marketing campaign. Many marketers believe that
Hispanics tend to acculturate as opposed to assimilate. It is thus
important to recognize the difference between assimilation and
acculturation. On the one hand, assimilation is the process by which
individuals from one cultural group merge, or “blend,” into a second group.
Assimilation has historically been linked to the concept of America as a
melting pot. Hispanics are not rapidly disappearing or losing their
identity to the larger and more dominant American culture. Acculturation,
on the other hand, occurs when the culture of an individual or group is
modified and added to as it comes into contact with another culture.
Generally speaking, Hispanics tend to acculturate, not assimilate, and show
a strong preference for keeping their cultural traditions and language.
There’s nothing foreign about Spanish anymore. Whether
the general population wants to acknowledge it or not, Spanish is the United
States’ second language. One cannot ignore the spread of Spanish in the
US. The language is working itself into everyday life.
Many businesses have come to the realization that, in
order to capture their share of the US Hispanic market...........................
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Market Segmentation
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Decline of Landline
- US Wireline End-User Switched Access Lines
- US Wireline Telephone Calls
- US Cellular-Only Households vs. Total Households
- US Cellular-Only Subscribers by Age Range
Hispanic Cell Phone Ownership
- Increase in US Hispanic Cell Phone Ownership
- US Hispanic Cell Phone Ownership
by:
- Age Group
- Country of Origin
- Gender
- Language Preference
- Income
- Education
- Acculturation Level
US Hispanic Cell Phone Ownership by Hispanic Cell Phone: Postpaid vs. PrePaid
- Prepaid vs. Postpaid US
Hispanic Cell Phones
- US Hispanic Prepaid Cell Phone Use by Language Preference
Hispanic Cell Phone Expenditures
- US Hispanic Average Monthly
Expenditures on Wireline and Wireless
- Percent of US Hispanics
Spending >$100 per Month on Wireless by Income
- Percent of US Hispanics
Spending >$100 per Month on Wireless by Education
Hispanic Wireless versus Wireline Expenditures
- US Hispanics Planning to Switch from Wireline to Wireless by Income
- Estimated Distribution of Hispanic Landline and Wireless Use
- US Hispanic Average Monthly Wireline Expenditures
- US Hispanic Average Monthly Wireline Expenditures by Income
- US Hispanic Average Monthly Wireless Expenditures by Age Group
Prepaid Phone Cards
- US Hispanic Average Monthly Prepaid Expenditures
by:
-
Amount
-
Age Group
-
Country of Origin
-
Language Preference
-
Income
-
Education
-
US Region
-
Acculturation
Hispanics and US Wireless Market
- Projected Hispanic Population Growth,
- Projected US Hispanic
Wireless Subscribers
Telecom Expendituers
- Total US Residential Wireline and Wireless Expenditures
- Growth of US Residential Wireline and Wireless Expenditures
Ethnic Telecom Expenditures
- Total Ethnic Residential Wireline and Wireless Telecom Expenditures
- African-American
- Hispanic
- Asian American
- Am, Ind, Esk. Aleut.
- Growth of Ethnic Residential Wireline and Wireless Expenditures
- African-American
- Hispanic
- Asian American
- Am, Ind, Esk. Aleut.
- Total Hispanic Residential Telecom Expenditures
- Hispanic Residential Wireline
- Hispanic Residential Wireless
- Growth of African American Residential Telecom Expenditures
- Wireline
- Wireless
- Growth of Asian American Residential Telecom Expenditures
- Wireline
- Wireless
- Wireless Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
- Growth of Wireless Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
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Table of Contents
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Chapter I
Executive Summary
1.1 Hispanics and the US
Telecommunications Markets
1.2 Hispanic Telecommunications Market Power
Chapter II
Current Market Analysis and Trends
2.1 Overall US Population
2.2 Hispanics Are the Largest Ethnic Minority in the
US
2.3 “Majority-Minority” States
2.4 The US Hispanic Market Boom
2.4.1 Hispanic Demographic Shifts
2.5 Defining the US Hispanic Market
2.6 The Power of the US Hispanic Market
2.7 US Market Trends
2.8 US Hispanic Households
2.9 The Use of Spanish Language
2.10 Do Hispanics Assimilate or Acculturate?
2.11 Hispanic Educational Achievement
2.12 US Wireless Subscriber Growth
2.12.1 Wireless Minutes
2.12.2 Total Wireless Revenues
2.12.3 Cell Phone Usage in the US Youth Market
Chapter III
Addressing the US Hispanic Consumer
3.1 Marketing to US
Latinos
3.2 Latinos Online
3.3 The Need for
Integrated Marketing
3.4 US Hispanic’s
Language of the Future
3.5 English Rules
among US Born Hispanics
3.6 The Wireless
Industry Targets Hispanics
3.7 The Wireless
Retail Customer Experience
3.8 Cell Phones as
Entertainment Devices
3.9 Teens and Mobile
Social Networks
3.10 Social
Communication Choices among Teens
3.11 Hispanic Marketing
Communications
Chapter IV
Telecom Offers and Programs
4.1 The Wireless Landscape
4.1.1 Prepaid New Growth Market
4.1.2 Apple’s iPhone
4.1.3 Cell Phone Personalization
4.1.4 Ringtones
4.1.5 Ringbacks
4.1.6 Ringback Ads
4.2 VoIP’s Bright Future
4.2.1 Skype
4.2.2 Vonage
4.3 Internet Portals
4.3.1 AOL’s TotalTalk
4.3.2 Google Inc. (Android)
4.3.3 MSN Messenger
4.3.4 Yahoo! Messenger
4.4 Mobile Virtual Network Operators (MNVOs)
4.4.1 Amp’d Mobile
4.4.2 Disney
4.4.3 Mobile ESPN
4.4.4 Movida
4.4.5 Tracfone Wireless
4.4.6 Virgin Mobile USA
4.4.7 Other MVNO
4.4.7.1 XE Mobile
4.4.7.2 Helio
4.4.7.3 Voce
4.4.7.4 Boost Mobile
4.4.7.5 7-Eleven
4.4.7.6 Wal-Mart
4.5 The Cable Companies
4.5.1 Comcast
4.5.2 DirecTV
4.5.3 EchoStar
4.5.4 Time Warner Cable
4.5.5 Cox Communications
4.5.6 Charter Communications
4.5.7 Cablevision Systems
4.5.8 Verizon FiOS TV
4.5.9 AT&T U-Verse TV
4.5.10 Telecom versus Cable
4.6 Apple
4.7 The New AT&T and AT&T Mobility
4.8 Bell South
4.9 AT&T Mobility (Cingular Wireless)
4.10 IDT Corporation (TúYo)
4.11 Qwest Communications International Inc
4.12 Sprint Nextel
4.13 Alltel
4.14 T-Mobile USA, Inc.
4.15 US Cellular
4.16 Verizon Communications
4.17 Verizon Wireless
4.18 Hispanics Online
Chapter V
Future Product and Service Trends
5.1 The Decline of the Landline
5.2 Survey of Hispanic Cell Phone Use
5.2.1 Hispanic Cell Phone Ownership
5.2.2 Hispanic Cell Phone Use: Postpaid Versus
Prepaid
5.2.3 Hispanic Cell Phone Expenditures
5.2.4 Hispanic Wireless versus Wireline
Expenditures
5.2.5 Hispanic Use of Prepaid Phone Cards
5.3 Hispanics and the US Wireless Market
5.4 Telecom Expenditures
5.4.1 Ethnic Telecom Expenditures
5.4.2 Comparison of Ethnic Telecom Expenditures
5.5 The Importance of Hispanic Marketing
Table of Figures
Chapter I
I-1 US Hispanic Purchasing
Power
I-2 Total US Versus US
Hispanic Wireline and Wireless Spending
Chapter II
II-1 Total US Population
Caucasian vs. Non-Caucasian,
II-2 Total US Non-Caucasian
Population by Race/Ethnicity
II-3 Growth of the Three
Largest US Minority Groups
II-4 Percent of Hispanic
Population by US Region
II-5 US Hispanic Population
by Country of Origin
II-6 US Hispanic Purchasing
Power
II-7 Buying Power Percent
Increases by Race/Ethnicity
II-8 Median Age by Gender
II-9 Selected Age Group
Percentages by Hispanic Origin
II-10 Percent of Total and
Hispanic Households by Size
II-11 Percent of Total and
Hispanic Households by Type
II-12 Percent of Native and
Foreign-Born by Hispanic Origin
II-13 US Hispanic Cultural
Matrix
II-14 Percent of Population
with a High-School Diploma or More by Hispanic Origin
II-15 Selected Educational
Level Percentages by Total and Hispanic
II-16 Percent of Population
with a Bachelor’s Degree or Higher by Hispanic Origin
II-17 Total US Wireless
Subscriber Growth
II-18 Revenue Split between
Voice and Non-Voice Wireless Service
Chapter IV
IV-1 DirecTV Direct Mail Piece
IV-2 Sprint’s Power Vision
Phone, Featuring Juanes
IV-3 Verizon’s Voyager VX10000
Chapter V
V-1 US Landline Telephone
Penetration Percentage
V-2 US VoIP Households
V-3 Estimated US Cellular
Subscribers
V-4 Average Local Monthly US
Cellular Bill
V-5 US Cellular-Only
Households
V-6 Increase in US Hispanic
Cell Phone Ownership
V-7 US Hispanic Cell Phone
Ownership by Age Group
V-8 US Hispanic Cell Phone
Ownership by Country of Origin
V-9 US Hispanic Cell Phone
Ownership by Gender
V-10 US Hispanic Cell Phone
Ownership by Language Preference
V-11 US Hispanic Cell Phone
Ownership by Income
V-12 US Hispanic Cell Phone
Ownership by Education
V-13 US Hispanic Cell Phone
Ownership by Acculturation Level
V-14 Prepaid vs. Postpaid US
Hispanic Cell Phones
V-15 US Hispanic Prepaid Cell
Phone Use by Language Preference
V-16 US Hispanic Postpaid Cell
Phone Use by Education
V-17 US Hispanic Average
Monthly Expenditures on Wireline and Wireless
V-18 US Hispanic Average
Monthly Wireless Expenditures by Amount
V-19 Percent of US Hispanics
Spending >$100 per Month on Wireless by Income
V-20 Percent of US Hispanics
Spending >$100 per Month on Wireless by Education
V-21 Percent of US Hispanics
Planning to Switch from Wireline to Wireless by Income
V-22 Estimated Distribution
of Hispanic Landline and Wireless Use
V-23 US Hispanic Average
Monthly Wireline Expenditures
V-24 US Hispanic Average
Monthly Wireline Expenditures by Income
V-25 US Hispanic Average
Monthly Wireless Expenditures by Age Group
V-26 US Hispanic Average
Monthly Prepaid Expenditures by Amount
V-27 US Hispanic Average
Monthly Prepaid Expenditures by Age Group
V-28 US Hispanic Average
Monthly Prepaid Expenditures by Country of Origin
V-29 US Hispanic Average
Monthly Prepaid Expenditures by Language Preference
V-30 US Hispanic Average
Monthly Prepaid Expenditures by Income
V-31 US Hispanic Average
Monthly Prepaid Expenditures by Education
V-32 US Hispanic Average
Monthly Prepaid Expenditures by US Region
V-33 US Hispanic Average
Monthly Prepaid Expenditures by Acculturation
V-34 Growth of US Residential Wireline and Wireless Expenditures
V-35 Growth of US Ethnic
Residential Wireline and Wireless Expenditures
V-36 Growth of US Hispanic
Residential Wireline and Wireless Expenditures
V-37 Growth of
African-American Residential Wireline and Wireless Expenditures
V-38 Growth of Asian-American
Residential Wireline and Wireless Expenditures
V-39 Growth of Residential Wireline Expenditures by Race/Ethnicity
V-40 Growth of Residential
Wireless Expenditures by Race/Ethnicity
Table of Tables
Chapter II
II-1 States with Highest
Concentration of Hispanics
II-2 Change in Hispanic
Population by State
II-3 Estimates of Los Angeles
County’s Population by Race/Ethnicity
II-4 Median Age by
Race/Ethnicity
II-5 The Activities and
Attitudes of Latino Immigrants
Chapter III
III-1 Hispanic Market Advertising Expenditures
III-2 Top Ten Spanish-Language Media Product Categories
III-3 Gross Expenditures for Leading Hispanic Designated
Marketing Areas
III-4 US Teens Who Own Computers and/or Consumer
Electronics by Age and Gender
III-5 Rank of Daily Social Communications Choices of
Teens
III-6 Percent of Daily Social Communications Choices by
Teens
III-7 Percent of Daily Social Communications Choices by
Multi-Channel Teens
Chapter IV
IV-1 International Calling Rate Carrier Comparison, per
Minute
IV-2
Broadband, Video, and Retail Consumer Line Adds/Losses vs. Wireline
Operating Revenue
IV-3 Monthly and Annual Savings per Service Added to
Qwest Choice Home or Home Plus Services
IV-4 Qwest International Calling Plans
IV-5 T-Mobile Shaking the US Wireless Industry
IV-6 Percent of US Computer and Internet Users by
Race/Ethnicity
Chapter V
V-1 US Wireline End-User
Switched Access Lines
V-2 US Wireline Telephone
Calls,
V-3 US Cellular-Only
Households vs. Total Households
V-4 US Cellular-Only
Subscribers by Age Range
V-5 Top Ten US Wireless
Service Providers
V-6 Projected Hispanic
Population Growth
V-7 Projected US Hispanic
Wireless Subscribers
V-8 Total US Residential Wireline and Wireless Expenditures
V-9 Total US Ethnic
Residential Wireline and Wireless Expenditures
V-10 Total US Hispanic
Residential Wireline and Wireless Expenditures,
V-11 Total African-American
Residential Wireline and Wireless Expenditures
V-12 Total Asian-American
Residential Wireline and Wireless Expenditures
V-13 Residential Wireline
Expenditures by Race/Ethnicity
V-14 Residential Wireless Expenditures by Race/Ethnicity
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Telecom
Market
Research,
