Chapter I
EXECUTIVE SUMMARY
1.1 Hispanics and the US Telecommunications Markets
1.2 The Telecommunications Landscape
1.3 Hispanic Telecommunications Markets

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 States with Highest Concentration of Hispanics
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 “Hispanization” of the United States
2.13 US Wireless Subscriber Growth
2.13.1 Wireless Minutes
2.13.2 Total Wireless Revenues
2.14 Cell Phone Usage in the US Youth Market
2.14.1 The Marketing Importance of the Under 18 Market

Chapter III
ADDRESSING THE US HISPANIC CONSUMER
3.1 Marketing to US Latinos
3.2 The Need for Integrated Marketing
3.3 US Hispanic’s Language of Choice
3.4 English Rules among US Hispanics
3.5 Why Market to Latinos Online?
3.5.1 Today’s Latino Online
3.6 The Wireless Industry Targets Hispanics (Advertising Expenditures)
3.6.1 Spanish Language Ad Spending
3.6.2 Spanish Language Ad Spending by Media
3.7 The Wireless Retail Experience
3.8 Smartphones Projected to Outsell Traditional Mobile Phones
3.9 Cell Phones as an Entertainment Device
3.10 Generations
3.11 Characteristics of Hispanic Millennials
3.12 Hispanics and Mobile Web Growth
3.12.1 Online Telenovelas
3.12.2 Social Networking
3.12.3 The Mobile Web and Hispanic Marketing Trends

Chapter IV
TELECOM OFFERS AND PROGRAMS
4.1 4G Next-Generation Wireless Networks
4.1.1 Android Phones
4.1.2 Mobile Video
4.1.3 Cell Phone Personalization
4.1.4 Mobile VoIP
4.2 The MNVO Shakeout
4.3 The Prepaid Market & Success as an MVNO
4.4 Successful MNVOs
4.4.1 TracFone Wireless
4.4.2 7-Eleven Speak Out Wireless
4.4.3 Wal-Mart
4.5 The Cable Multiple System Operators
4.5.1 Comcast
4.5.2 Cox Communications
4.5.3 Charter Communications
4.5.4 Cablevision Systems
4.5.5 Time Warner Cable
4.6 Telco Providers
4.6.1 Telecom versus Cable
4.6.2 AT&T
4.6.3 IDT Corporation (TuYo)
4.6.4 MetroPCS
4.6.5 Qwest Communications International Inc.
4.6.6 Sprint Nextel
4.6.7 T-Mobile USA, Inc.
4.6.8 US Cellular
4.6.9 Verizon Communications
4.7 Satellite Providers
4.7.1 DirecTV
4.7.2 Dish Network

Chapter V
FUTURE PRODUCTS AND SERVICE TRENDS
5.1 The Continuing Decline of the Landline
5.2 Wireless Substitution
5.3 The Impact of Broadband on Landlines
5.4 Hispanics and the US Wireless Market
5.5 Survey of Hispanic Cell Phone Use
5.5.1 Hispanic Cell Phone Ownership
5.5.2 Hispanic Cell Phone Use: Contract Versus Prepaid
5.5.3 Hispanic Cell Phone Expenditures
5.5.4 Hispanic Wireless Market Attractiveness
5.5.5 Hispanic Use of Prepaid Phone Cards
5.6 Hispanic Use of Bundled Services
5.7 Telecom Expenditures
5.8. Ethnic Telecom Expenditures
5.8.1 Comparison of Ethnic Telecom Expenditures
5.9 The Importance of Hispanic Marketing

Table of Figures

Chapter I
I-1 US Hispanic Average Monthly Expenditures on Wireline and Wireless
I-2 Total US Ethnic Residential Wireline and Wireless Expenditures

Chapter II
II-1 Total US Population: Caucasian vs. Non-Caucasian
II-2 Total Percent 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 Hispanic Youth’s Self-Identification
II-6 US Hispanic Population by Country of Origin
II-7 US Hispanic Purchasing Power
II-8 US Population and Buying Power Percent Increases by Race/Ethnicity
II-9 Median Age by Gender
II-10 Selected Age Group % for Mex., Puerto Ricans and Cubans of Hisp. Origin
II-11 Teen Cell Phone Ownership by Age
II-12 Teen Cell Phone Ownership by Age
II-13 Percent of Total and Hispanic Households by Size
II-14 US Hispanic Households by Country of Origin
II-15 Percent of Total and Hispanic Households by Type
II-16 Percent of Native and Foreign-Born by Hispanic Origin
II-17 US Hispanic Cultural Matrix
II-18 Percent of Population with a High-School Diploma or More by Hisp.Origin
II-19 Selected Educational Level Percentages by Total and Hisp.
II-20 Percent of Population with a Bachelor’s Degree or Higher by HispOrigin
II-21 Goldman Sachs Model for Hispanization of the US
II-22 Total US Wireless Subscriber Growth
II-23 Revenue Split between Voice and Non-Voice Wireless Service
II-24 Smartphone Ownership among Americans
II-25 Cell Phone Percent Ownership by Age Cohorts
II-26 Projected Growth of the US Population Under 18 Years Old

Chapter III
III-1 English Fluency: Spoken Eng.Fluency for Foreign-Born Hisp.
III-2 Spanish Speaking Proficiency by Generations
III-3 English Speaking Ability by Generations
III-4 US TV Households, by Race/Ethnicity
III-5 Marketing Wheel of Fortune Important to Hispanic Marketers
III-6 Traditional View of Hispanic Online Language Marketing
III-7 Hispanic Internet Importance of Life Stages
III-8 Primary Language among Latinos
III-9 Primary Language among Latinos by Generation in the US
III-10 Dominant Language by Country of Origin
III-11 Internet Use by Race/Ethnicity
III-12 Hispanic Internet Usage by Age
III-13 Hispanic Internet Use by Education, Income and Nativity
III-14 Hispanic versus General Market Internet Access
III-15 US Adult Hispanic Total Population versus Online Adult Hispanics
III-16 Life Stage Segmentation of the Hispanic Acculturation Segments
III-17 Hispanic Online Purchase Behavior Comparison
III-18 Five Fastest-Growing Product Categories in Advertising Spending
III-19 Overall Retail Sales Index Rankings by Mobile Provider
III-20 US Smartphone Penetration and Projections
III-21 Smartphone Loyalty
III-22 Media They Can’t Live Without by Age
III-23 Generational Race/Ethnicity Segmentation in 2009
III-24 Mobile Media Ownership among 8-18 Year Olds Over Time
III-25 Media Use by Age
III-26 Media Use by Race/Ethnicity
III-27 Internet Access via a Mobile Device by Race/Ethnicity
III-28 Social Network Media by Age Group, 2008 versus 2009
III-29 Mobile Social Network Usage by Age Groups, 2009
III-30 Fortune 1,000 Plans to Use Social Media to Target Latinos
III-31 Social Networking Sites Used by US Companies to Engage Hispanics

Chapter IV
IV-1 Operating System Preferred by Cust.Planning on Purch.a Smartphone
IV-2 US Smartphone Platform Market Share
IV-3 Wal-Mart’s TracFone Pre-Paid Offers
IV-4 US Homes Passed by Cable Companies
IV-5 Comcast’s Spanish-Language Programming
IV-6 Time Warner Cable “El Paquetazo” Marketing Message
IV-7 Eastern US J.D. Power Customer Satisfaction Rankings
IV-8 AT&T’s 4Q09 Revenue Mix
IV-9 AT&T’s Use of Social Media to Extend Their Brand
IV-10 AT&T’s Junior Achievement Worldwide Job Shadow Initiative Participants
IV-11 Spanish Language Collaterals in AT&T Wireless Stores
IV-12 AT&T Spanish-Speaking Staff Helping Latino Customers
IV-13 AT&T Wireless Int. Painted Hands Print Ad Campaign – Costa Rica
IV-14 AT&T Wireless Int. Painted Hands Print Ad Campaign – Mexico
IV-15 Ads Used to Stimulate Text Messaging Music and Video Downloads
IV-16 AT&T PADRES Spokeswoman Eva Longoria at Event
IV-17 IDT Cinco de Mayo Event
IV-18 Launch Sales Comparison through Day 74
IV-19 Verizon Droid Incredible
IV-20 Personalized Droid Contest Print Ad
IV-21 English & Spanish Droid Print Ads

Chapter V
V-1 Wireless-Only US Households, 2006-2009
V-2 Residential Access Landline Declines, 2003-2009
V-3 Percent US Households with Wireless or Landline Phone Serv.Only
V-4 US Households with both a Landline and a Wireless Phone
V-5 US Wireless Only or No Telephone Serv.Households 2006 -2009
V-6 % of Adults in Wireless-only US Households by Race and Ethnicity
V-7 % of Adults in Wireless-only US Households by Age
V-8 % of Adults in Wireless-only US Households by Gender
V-9 % of Adults in Wireless-only US Households by Household Structure
V-10 % of adults in Wireless only US Households by Education
V-11 % of Adults in Wireless-only US Households by Home Own.Status
V-12 % of Adults in Wireless-only US Households by Poverty Status
V-13 % of Adults in Wireless-only US Households by Geo. Region
V-14 US VoIP Households, 2010-2012
V-15 Estimated US Cellular Subscribers, 1988-2009
V-16 Average Local Monthly US Cellular Bill, 1990-2009
V-17 Increase in US Hispanic Cell Phone Ownership, 2008 and 2009
V-18 US Hispanic Cell Phone Ownership by Country of Origin, 2009
V-19 US Hispanic Cell Phone Ownership by Language Preference
V-20 US Hispanic Cell Phone Ownership by Income, 2009
V-21 US Hispanic Cell Phone Ownership by Education, 2009
V-22 US Hispanic Cell Phone Ownership by Acculturation Level, 2009
V-23 Prepaid vs. Contract US Hispanic Cell Phones, 2007, 2008 and 2009
V-24 US Hispanic Prepaid Cell Phone Use by Language Pref.
V-25 US Hispanic Contract Cell Phone Use by Education, 2007-2009
V-26 US Hispanic Ave.Monthly Exp.on Wireline and Wireless, 2007-2009
V-27 US Hispanic Ave. Monthly Wireless Expend. by Amount, 2009
V-28 % of US Hisp. Spending >$100 per Month on Wireless by Income
V-29 % of US Hisp.Spending >$100 per Month on Wireless by Ed.
V-30 US Hispanic Households that are Wireless Only
V-31 US Hispanic Use of Bundled Services,2009
V-32 US Hispanic Use of Unbundled Services by Acculturation, 2009
V-33 US Hispanic Use of Bundled Services by Type of Provider, 2009
V-34 Growth of US Residential Wireline and Wireless Expend.
V-35 Growth of US Ethnic Residential Wireline and Wireless Expend.
V-36 Growth of US Hisp.Residential Wireline and Wireless Expend.
V-37 Growth of African-American Residential Wireline and Wireless Expend.
V-38 Growth of Asian-American Residential Wireline and Wireless Expend.
V-39 Growth of Residential Wireline Expend. by Race/Ethnicity
V-40 Growth of Residential Wireless Expend. by Race/Ethnicity

Table of Tables

Chapter II
II-1 States with Highest Hisp.Concentration
II-2 Percent Hispanics versus Total State Population
II-3 Population Change by Race and Ethnicity
II-4 Change in Hispanic Population by State
II-5 Hispanic Population, by Nativity
II-6 Nativity by Detailed Hispanic Origin
II-7 US Ave.Ann. Spending & Item Share for Hisp.& Non-Hisp. Cons.
II-8 Median Age by Race/Ethnicity
II-9 Children Cell Phone Ownership
II-10 Child Cell Phone Age Ownership Breakdown
II-11 Child Gender Breakdown (3 Year Trend)
II-12 Hispanization Model and Example
II-13 Top Cell Phone Activities for Children Ages 6-11

Chapter III
III-1 States Gaining Hispanics from Other States
III-2 States Losing Hispanics to Other States
III-3 Adult Hispanic Life Stage Segmentation
III-4 Spanish Language Ad Spending by Media Type
III-5 Top Ten Hispanic Advertising Product Category Spenders
III-6 Spanish Language Media 2008 vs. 2009
III-7 Talking and Texting by Cohort Group (Minutes)
III-8 Time Spent with Cell Phone Media, by Demographic
III-9 Mobile Content Usage by Race/Ethnicity

Chapter IV
IV-1 US Mobile Network Operators Market Share
IV-2 7-Eleven “Speak Out” Airtime Card Denominations
IV-3 MetroPCS Calling Plans
IV-4 Qwest International Calling Plans
IV-5 T-Mobile Shaking the US Wireless Industry
IV-6 Pricing for T-Mobile’s Even More Plans
IV-7 Verizon Wireless INpulse Prepaid Plans

Chapter V
V-1 Estimated Telephone Rollouts by Census Block
V-2 US States Rank Ordered by Prev.of Cell Only Households
V-3 Projected Hispanic Population Growth
V-4 Total US Residential Wireline and Wireless Expenditures
V-5 Total US Ethnic Residential Wireline and Wireless Expend.
V-6 Total US Hispanic Residential Wireline and Wireless Expend.
V-7 Total African-American Residential Wireline and Wireless Exp.
V-8 Total Asian-American Residential Wireline and Wireless Expend.
V-9 Residential Wireline Expenditures by Race/Ethnicity
V-10 Residential Wireless Expenditures by Race/Ethnicity

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