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The recent national election and the upcoming 2010
Census will only solidify what has been apparent for the past ten years—the
large and ever growing importance of the US Hispanic community. Census 2000
awoke the US business world to the importance of Hispanic marketing.
Following the publication of Census 2000, the questions was no longer “is
there a Hispanic market and how big is it?”, but “how do I sell my products
and services to them?” The 2010 Census data will only reinforce the
importance of the US Hispanic market to American businesses, and especially
to the US telecommunications industry.
The US telecommunications industry should acknowledge
its debt to President Obama for the national attention being focused on
multicultural audiences and their increasing use of technology. His victory
demonstrated that the US has come a long way in race relations and that
minorities are becoming the new majority, with technology being a very
effective way to communicate and reach them.
The Obama campaign won the 2008 presidential election
by marketing to disaffected minorities— and by most effectively using
Internet technology and new media to turn out the vote. This study, and
others we will cite, demonstrates that Hispanics are one of the most social
groups online. There are over 20 million Hispanics online today and they
continue to grow fast. Hispanic online market growth will continue to
outpace the general market growth into the foreseeable future. According to
the Pew Research Center, Hispanics are leading the charge on the social
web. Part of the explanation is that Hispanics are young and what is more
fascinating is that culturally Hispanics are, well, more social. They have a
desire and drive to stay connected to friends and family. Additionally,
Hispanics, regardless of language preference, are turning to the social web
to consume and create their own content. There is a lack of high quality,
culturally relevant content in English and Spanish, so, Hispanics are
creating their own. This represents a great opportunity for savvy marketers
who can figure out how and where to reach these online Hispanics.
The US has a de facto second language: Spanish.
Businesses and marketers recognize this as fact and no longer ignore the use
of Spanish in communicating to mass audiences. It has become a general
business practice for companies wanting to maximize their bottom-line
profitability to target and communicate with the US Hispanic market
in-language and in-culture.
At present time, however, the Hispanic marketplace is
bifurcated, with foreign-born and third generation Hispanics at the poles of
the cultural spectrum and a great deal of market fluctuation in between.
A shift from immigrant growth to that of native-born children will change
perceptions about the US Hispanic market and how telecommunications
companies reach them.
Unlike historical Hispanic population growth patterns,
Latino population growth in the 21st century will be
.............
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Chapter I
EXECUTIVE SUMMARY
1.1 Marketing Telecommunications
to US Hispanics
1.2 A Younger Audience Worth
Investing In
1.3 Lessons for Telecom Providers
1.4 Hispanic Telecom Market
Expenditures
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 Immigration to Fuel Future US
Population
2.4 Languages Spoken in the US and
the Use of the Spanish Language
2.5 Do Hispanics Assimilate or
Acculturate?
2.6 Hispanics Are Younger
2.6.1
Hispanic by Age Groups
2.7 The Hispanic Market Boom
2.7.1
“Majority-Minority” US Counties
2.8 The Economic Clout of the US
Hispanic Market
2.8.1
Hispanic Purchasing Power
2.8.2
High-Income Latino Households
2.9 US Hispanic Countries of
Origin
2.9.1
Hispanics Attachments to Country of Origin
2.9.2
Hispanic Immigrant Calling Patterns
2.9.3
Hispanic Immigrant Emailing
2.10 Hispanic Educational Achievement
2.11 Hispanic Marketing Challenges
Chapter III
ADDRESSING THE US HISPANIC TELECOM CONSUMER
3.1 Marketing to US Latinos
3.2 Latino Integrated Marketing
3.3 Big Telecom Targets Hispanics
3.3.1
Hispanic Ad Spending Remains Constant
3.3.2
Telecom Wireless Advertising Spending
3.4 Mobile Features That Consumers
Want
3.4.1
The Popularity of Text Messaging
3.4.1.1 Text Messaging is Addictive
3.4.2
Family Text Messaging
3.4.3
Mobile Video Demand
3.5 Teens and Cell Phones
3.5.1
Impact on Teens
3.5.2
Hispanic Teens Represent Strong Mobile Growth
3.5.2.1 Mobile Marketing to Latinos
3.5.2.2 Tailoring Special Mobile Offers for Latino Teens
3.5.2.3 Hispanic Music Downloading
3.6 Hispanic and Interactive
Services
3.6.1
Online and Technology Family Characteristics
3.6.2
Gen Xers
3.6.3
Who is on the Internet?
3.6.4
The Future of Online Video
3.6.5
Hispanic and Social Networking
3.7 How Successful is
Multicultural Marketing?
Chapter IV
TELECOM OFFERS AND PROGRAMS
4.1 The US Macro-Economic
Environment
4.2 Hispanics & the Wireless
Industry
4.3 Wireless Industry
Consolidation
4.4 Alltel
4.5 AT&T
4.5.1
AT&T Home Manager
4.5.2
AT&T Mobility & Texting
4.5.3
AT&T Mobility’s Focus on Hispanic Marketing
4.5.3.1 HITS Stores
4.5.3.2 HITS Mobile
4.5.4
AT&T’s Hispanic Tagline
4.6 IDT Corporation (TúYo)
4.7 Leap Wireless International
Inc.
4.8 MetroPCS
4.9 Qwest Communications
International Inc.
4.10 Sprint/Nextel
4.10.1
Sprint TV En Vivo
4.10.2
Sprint’s Second Life
4.10.3
Sprint Nextel NASCAR
4.10.4
Sprint Nextel GPS Offer
4.10.5
Sprint ReadyNow Program
4.10.6
Sprint “The Simply Everything Plan”
4.10.7
Sprint NFL Football
4.10.8
Sprint Boost Mobile
4.11 T-Mobile USA
4.12 Tracfone
4.13 US Cellular
4.14 Verizon Communications
4.14.1
Blackberry Storm
4.14.2
Verizon Wireless
4.14.3
Verizon Wireless “Evolution”
4.14.4
Verizon FiOS TV
4.14.5
Major League Baseball and Verizon FiOS TV
4.14.6
Verizon NFL Broadband Offer
4.15 Virgin Mobile USA
4.15.1
Virgin Mobile’s Reality Youth TV
4.16 Vonage
4.17 The Cable Companies
4.17.1
Cable TV Pricing
4.18 Satellite TV Providers
4.18.1
Dish Network
4.18.2
DirectTV
4.19 MNVOs
4.20 Hispanics Online
4.20.1
Hispanic Cross-Media
4.20.2
Hispanic Bloggers
Chapter V
FUTURE PRODUCTS AND SERVICE TRENDS
5.1 The Continuing Decline of the
Landline
5.2 FCC Reports Continued Landline
Losses
5.3 Survey of Hispanic Cell Phone
Use
5.3.1
Hispanic Cell Phone Ownership
5.3.2
Hispanic Cell Phone Use: Postpaid Versus Prepaid
5.3.3
Hispanic Cell Phone Expenditures
5.3.4
Hispanic Wireless versus Wireline Expenditures
5.3.5
Hispanic Use of Prepaid Phone Cards
5.4 Hispanics and the US Wireless
Market
5.5 Telecom Expenditures
5.5.1
Ethnic Telecom Expenditures
5.5.2
Comparison of Ethnic Telecom Expenditures
5.6 The Importance of Hispanic
Marketing
Table of Figures
Chapter I
I-1 US Hispanic Age
Distribution, 2010
I-2 Total US Ethnic vs.
Total US Res. Wireline and Wireless Exp., 2009-2014
Chapter II
II-1 US Caucasian versus
Non-Caucasian Projection Percentages, 2010
II-2 US Caucasian versus
Non-Caucasian Projection Percentages, 2050
II-3 Total US Non-Caucasian
Population by Race/Ethnicity, 2010
II-4 Total US Non-Caucasian
Percentage Population by Race/Ethnicity, 2050
II-5 Past and Projected US Growth
for Major Racial/Ethnic Groups, 2005-2050
II-6 US Population Projections
Based on Immigration Levels, 2050
II-7 Hispanic Population by
Generations, 1960, 2005 & 2050
II-8 Acculturation Segments
II-9 Median 2008 US Age by
Race/Ethnicity
II-10 US Hispanic Age Distribution, 2010
II-11 Median Age by Sex for Total US versus
Hispanic, 2006 & 2010
II-12 US Hispanic Purchasing Power, 2008-2013
II-13 US Hispanic Population by Country of
Origin, 2008
II-14 Telecom Calling Patterns: The Impact of
Years in US
II-15 Educational Achievement Levels
Chapter III
III-1 Hispanic Advertising Expenditures,
2000-2007
III-2 Growth in Advertising Expenditures
by Medium, 2003-2008
III-3 Top Consumer Cell Phone Features
III-4 Voice versus Text Messaging 1Q
2006 versus 2Q 2008
III-5 Text Messaging By Age Groups
(September 2008)
III-6 Hispanic Magazine Allstate Print:
Texting & Driving
III-7 Percent Subscribers Watching
Programmed/On Demand Video
III-8 What Determines a Teen’s Social
Status?
III-9 Cell Phone Impact on Teen Life
III-10 Teens, Cell Phones & Safety
III-11 Teen Cell Phone Feature Usage
III-12 Texting is a New Form of Communications
III-13 The Dream Device – Phone Qualities
III-14 US Total Annual Income, by Generation Cohort
Group, 2007, 2012 & 2017
III-15 US Streaming Video Advertising Revenues, by
Video Type2008 & 2013
III-16 Media Used by US Marketers to Reach
Multicultural Audiences, August 2008
III-17 Most Imp. Marketing Trends According to US
Marketing Exec., Oct.-Nov. 2007
Chapter IV
IV-1 TúYo Print Advertisement
IV-2 MetroPCS User Base by Age Group
(Percent)
IV-3 Qwest’s "La Aventura" Mini-Brochure
IV-4 Sprint Avatar in Second Life
IV-5 Second Life Avatar at a Sprint
Kiosk
IV-6 Juanes and Sprint Power Vision
IV-7 Blackberry Storm versus iPhone 3G
IV-8 Cablevision Bundle Print Ad
IV-9 Verizon Bundle Print Ad
IV-10 Dish Mexico Offer
IV-11 Hispanic Digital Network Advertisement
Chapter V
V-1 US Landline Household
Penetration, 2000-2007
V-2 Historical Landline vs.
Wireless Penetrations 1990-2006
V-3 US VoIP Households, 2007-2012
V-4 Estimated US Cellular
Subscribers, 1988-2007
V-5 Average Local Monthly US
Cellular Bill, 1990-2007
V-6 Increase in US Hispanic Cell
Phone Ownership, 2007 and 2008
V-7 US Hispanic Cell Phone
Ownership by Age Group, 2008
V-8 US Hispanic Cell Phone
Ownership by Country of Origin, 2008
V-9 US Hispanic Cell Phone
Ownership by Gender, 2008
V-10 US Hispanic Cell Phone Ownership by
Language Preference, 2007 and 2008
V-11 US Hispanic Cell Phone Ownership by
Income, 2008
V-12 US Hispanic Cell Phone Ownership by
Education, 2008
V-13 US Hispanic Cell Phone Ownership by
Acculturation Level, 2008
V-14 Prepaid vs. Postpaid US Hispanic Cell
Phones, 2007 and 2008
V-15 US Hispanic Prepaid Cell Phone Use by
Language Preference, 2008
V-16 US Hispanic Postpaid Cell Phone Use by
Education, 2008
V-17 US Hispanic Average Monthly Expenditures
on Wireline and Wireless, 2008
V-18 US Hispanic Average Monthly Wireless
Expenditures by Amount, 2008
V-19 Percent of US Hisp. Spending >$100 per
Month on Wireless by Income, 2008
V-20 Percent of US Hisp. Spending >$100 per
Month on Wireless by Ed., 2008
V-21 Percent of US Hisp. Planning to Switch
from Wireline to Wireless by Inc., 2008
V-22 US Hispanic Average Monthly Wireline
Expenditures, 2008
V-23 US Hispanic Average Monthly Prepaid Card
Exp. by Amount, 2008
V-24 US Hispanic Ave. Monthly Prepaid Card
Exp. by Age Group, 2008
V-25 US Hispanic Ave. Monthly Prepaid Card
Exp. by Country of Origin, 2008
V-26 US Hispanic Ave. Monthly Prepaid Card
Exp. by Language Preference, 2008
V-27 US Hispanic Ave. Monthly Prepaid Card
Exp. by Income, 2008
V-28 US Hispanic Ave. Monthly Prepaid Card
Exp. by Education, 2008
V-29 US Hispanic Ave. Monthly Prepaid Card
Exp. by Acculturation, 2008
V-30 Growth of US Residential Wireline and Wireless
Exp., 2009-2014
V-31 Growth of US Ethnic Residential Wireline and
Wireless Exp., 2009-2014
V-32 Growth of US Hispanic Residential Wireline and
Wireless Exp., 2009-2014
V-33 Growth of African-Am. Residential Wireline
and Wireless Exp.,
2009-2014
V-34 Growth of Asian-American Residential Wireline
and Wireless Exp.,
2009-2014
V-35 Growth of Residential Wireline Exp. by
Race/Ethnicity, 2009-2014
V-36 Growth of Residential Wireless Exp.by
Race/Ethnicity, 2009-2014
Table of Tables
Chapter II
II-1 US Population, Actual and
Projected, 2005 and 2050
II-2 Top 25 Largest Hispanic Counties by
Population 25
II-3 Total US Hispanic Population by
Region, 2000 and 2007
II-4 Total Hispanic Households by DMA
II-5 Top 10 Areas with Hispanic
Household Income of $150K>
II-6 Top 20 Zip Codes with a
Concentration of Hispanics Earning $150K>
Chapter III
III-1 Advertising Spending, 1Q2008 vs. 1Q2007
III-2 Telecom and Top 10 Spanish Language
Advert. by Vertical, Q12008 vs. Q12007
III-3 Verizon, AT&T and Alltel: Advertising
Ranking and Revenue, 2008
III-4 On-Demand Video Consump., by Type,
Three-Month Ave. Ending Aug. 2008
III-5 Ownership of Select Tech. by US
Households, by Household Type, Dec. 2007-Jan. 2008
III-6 US Population by Age, July 2005-July
2007
III-7 US Online Video Viewers and Online Video
Advert. Viewers, 2007-2012
III-8 Dem.Profile: US Internet Social
Networking Site Users, Nov.- Dec. 2008
Chapter IV
IV-1 Hispanic Language Internet Preference
Based on Gender and Age
Chapter V
V-1 US Wireline End-User Switched Access
Lines, 2000-2006
V-2 US Wireline Telephone Calls,
1999-2006
V-3 US Cellular-Only Subscribers by Age
Range, 2007-2012
V-4 Wireless Industry Overview (Mid-year
2008)
V-5 Projected Hispanic Population
Growth, 2009-2014
V-6 Total US Residential Wireline and
Wireless Exp., 2009-2014
V-7 Total US Ethnic Residential Wireline
and Wireless Exp., 2009-2014
V-8 Total US Hispanic Residential
Wireline and Wireless Exp., 2009-2014
V-9 Total African-American Residential
Wireline and Wireless Exp., 2009-2014
V-10 Total Asian-American Residential Wireline and
Wireless Exp, 2009-2014
V-11 Residential Wireline Expenditures by
Race/Ethnicity, 2009-2014
V-12 Residential Wireless Expenditures by
Race/Ethnicity, 2009-2014
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Telecom
Market
Research,
