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US Hispanic Use of Telecom Service 2009 - 2014

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Table of Contents

Market Segmentation
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Nearly one out of every three dollars spent on residential telecommunications services in 2009 came from US ethnic communities, so the spending power of the Hispanic-American, African American, and Asian-American communities have become crucial to the survival of telecommunications providers.

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

    1.1      Marketing Telecommunications to US Hispanics

    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. 

    1.2 A Younger Audience Worth Investing In

    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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    Market Segmentation

     
    Decline of Landline
            - US Wireline End-User Switched Access Lines
            - US Landline Household Penetration
            - US Wireline Telephone Calls
            - Historical Landline vs. Wireless Penetrations
            - US VoIP Households
            - Estimated US Cellular Subscribers
            - Average Local Monthly US Cellular Bill
            - 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: Postpaid vs. PrePaid
            - Prepaid vs. Postpaid US Hispanic Cell Phones
            - US Hispanic Prepaid Cell Phone Use by Language Preference
            - US Hispanic Prepaid Cell Phone Use by Education

    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

    Prepaid Phone Cards
            - US Hispanic Average Monthly Prepaid Expenditures by:
                   - Amount
                   - Age Group
                   - Country of Origin
                   - Language Preference
                   - Income
                   - Education
                   - US Region
                   - Acculturation

    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

     

    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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