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US Hispanic Use of Telecom Services
2004-2009
a market research report
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This market report takes a close look at the purchase habits and telecom usage patterns of the burgeoning Hispanic segment of the US population. In the last census, Hispanics surpassed the African-American population as the largest minority group in the US, catching much of corporate America off guard. Throughout the 1990s, Hispanics solidified their position as the largest minority in states such as California, Texas, New York, Florida, and New Jersey. Hispanic populations are now appearing in significant numbers in states that have not previously exhibited large ethnic enclaves—Georgia, North Carolina, and Tennessee.
This geographic shift means that telecom marketing executives can no longer target a few key states to capitalize on all Hispanic market opportunities. US Hispanics are heavy users of beepers and pagers, local, long-distance, and international calls, and spend considerably more than the general market on value-added services such as call waiting and caller ID. Prepaid services have also experienced explosive growth in the US Hispanic market.
In this report, Insight examines spending by US Hispanics on local, long distance, ISP, wireless and pre-paid service, 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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One out of every three dollars spent on
telecommunications services in 2009 will come from US ethic communities, so
the spending power of the Hispanic American, African American, and Asian
American communities will become crucial to the survival of
telecommunications providers over the next five years.
As of July 1, 2003 the total US population was
estimated at 290.8 million. US Hispanics accounted for 40.5 million (with
an additional 3.9 million in Puerto Rico), African Americans 34.7 million,
and the Asian American population reached 12.2 million. Today, nearly one
in three Americans (31.4 percent) belongs to one of these three major
minority segments.
The US Latino community is growing so much and at such
a rapid pace that Hispanics are no longer just the fastest growing
minority—they are the fastest growing sector in the entire US population.
Hispanics represent a red hot demographic for many companies, a fact well
understood by the telcos, who have historically led in advertising to the
Hispanic market. Between 1990 and 2003, the Hispanic market has grown...
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complete Executive Summary.
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Market Segmentation
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Total US Residential Telecom Expenditures, 2004-2009
- Residential Wireline
- Local
- Long Distance
- ISP
- Residential Wireless
Growth of US Residential Wireline/Wireless Telecom Expenditures
2004-2009
- Local Wireline
-
Wireless
- Long Distance Wireline
- ISP Wireline
Total Ethnic Residential Wireline and Wireless Telecom Expenditures
2004-2009
- Total Residential
-
Ethnic Residential
- African-American
- Hispanic
- Asian American
- Native American
Growth of US Residential Wireline/Wireless Telecom Expenditures by Race/Ethnicity 2004-2009
- African-American
- Hispanic
- Asian American
- Native American
Total Hispanic Residential Wireline/Wireless Telecom Expenditures
2004-2009
- Hispanic Residential Wireline
- Local
- Long Distance
- ISP
- Hispanic Residential Wireless
Growth of Hispanic Residential Wireline/Wireless Telecom Expenditures 2004-2009
- Local
- Long Distance
- Wireless
- ISP
Total African-American Residential Wireline/Wireless Telecom Expenditures
2004-2009
- African-American Residential Wireline
- Local
- Long Distance
- ISP
- African-American Residential Wireless
Growth of African American Residential Wireline/Wireless Telecom Expenditures 2004-2009
- Local
- Long Distance
- Wireless
- ISP
Total Asian-American Residential Wireline/Wireless Telecom Expenditures
2004-2009
- Asian-American Residential Wireline
- Local
- Long Distance
- ISP
- Asian-American Residential Wireless
Growth of Asian American Residential Wireline/Wireless Telecom Expenditures 2004-2009
- Local
- Long Distance
- Wireless
- ISP
Local Residential Expenditures by Race/Ethnicity, 2004-2009
- Hispanic
-
African-American
- Asian-American
Growth of Local Residential Expenditures by Race/Ethnicity, 2004-2009
- Hispanic
-
African-American
- Asian-American
Long Distance Residential Expenditures by Race/Ethnicity, 2004-2009
- Hispanic
- African-American
- Asian-American
Growth of Long Distance Residential Expenditures by Race/Ethnicity,
2004-2009
- Hispanic
- African-American
- Asian-American
ISP Residential Expenditures by Race/Ethnicity,
2004-2009
- Hispanic
- African-American
- Asian-American
Growth of ISP Residential Expenditures by Race/Ethnicity,
2004-2009
- Hispanic
- African-American
- Asian-American
Wireless Residential Expenditures by Race/Ethnicity,
2004-2009
- Hispanic
- African-American
- Asian-American
Growth of Wireless Residential Expenditures by Race/Ethnicity,
2004-2009
- Hispanic
- African-American
- Asian-American
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Table of Contents
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Chapter I
EXECUTIVE SUMMARY
1.1 The US Multicultural Market & Telecommunications
1.2 The Impact of Hispanic Purchasing Power on
Telecommunications
1.3 Hispanic Bi-Culturalism
1.4 Serving the Hispanic Market
1.5 Telecom Needs of the US Hispanic Market
1.6 Ethnic Telecom Market Projections
Chapter II
CURRENT MARKET ANALYSIS AND TRENDS
2.1 US Ethnic Consumer Market
2.2 Defining the US Hispanic Market
2.2.1 Ethnic Group Definitions
2.3 The US Hispanic Market Opportunity
2.4 Marketing In-Language and In-Culture
2.5 Geographic Shifts and Migration
2.6 US Hispanic Purchasing Power
2.7 Immigrants and Native-Born Hispanics
2.8 Assimilation and Acculturation
2.9 Number of US Hispanic Households
2.10 US Hispanic Educational Characteristics
2.11 Generation Y
2.11.1 Latino Generation Y
2.11.2 Asian American Generation Y
2.11.3 Urban Generation Y
Chapter III
ADDRESSING THE US HISPANIC CONSUMER
3.1 Serving the US Hispanic Market
3.2 Hispanic Family and Household Characteristics
3.3 Telecom Needs of the US Hispanic Market
3.4 Use of Spanish Language in Marketing Communications
3.5 Telecom Spending on Hispanic Advertising
3.6 Marketing Strategies that Appeal to the Hispanic Market
3.7 Hispanic Immigrants and Remittances
Chapter IV
TELECOM OFFERINGS AND PROGRAMS
4.1 Ethnic Spending on Telecom Services
4.2 Monthly Technology Spending
4.3 Long Distance Carriers
4.3.1 Americatel
4.3.2 AT&T
4.3.3 BellSouth Corporation
4.3.4 IDT
4.3.5 MCI
4.3.6 Qwest
4.3.7 SBC
4.3.8 Sprint
4.3.9 Time Warner Cable & Cox Cable
4.3.10 Vonage
4.3.11 Verizon
4.4 Cellular Carriers
4.4.1 AT&T Wireless
4.4.2 Cingular
4.4.3 Nextel
4.4.4 Sprint PCS
4.4.5 T-Mobile
4.4.6 Verizon Wireless
4.5 Prepaid Services
4.5.1 The Prepaid
Wireless Market
4.5.2 Prepaid Cards
4.5.3 Prepaid Dial Tone
4.5.4 Prepaid Internet
4.6 Internet Service Providers
4.6.1 AOL
4.6.2 Univisión.com
4.6.3 Terra.com
4.6.4 Yahoo! En
Español
4.6.5 YupiMSN.com
Chapter V
MARKET FORECAST
5.1 Census 2003: Defining the Ethnic
Market
5.1.1
Hispanic Origin
5.2 Growth and Purchasing Power of the
Hispanic Market
5.3 Telecom Expenditures Continue to Climb
5.3.1
Ethnic Telecom Expenditures
5.3.2
Comparison of Ethnic Telecom Expenditures
5.4 Importance of Ethnic Marketing
in the New Millennium
Table of Figures
Chapter I
I-1 Ethnic as a Percentage of Total Residential Wireline,
Wireless, and ISP Telecom Expenditures, 2004 and 2009 ($Billions)
Chapter II
II-1 US Population by Race/Ethnicity, 2003
II-2 Question on Hispanic Origin from Census 2000-2003
II-3 Hispanics by Origin, 2002
II-4 Hispanics as a Percent of US Population, 2004-2040
II-5 Asian-American In-Language Preference, 2003
II-6 AT&T’s Lucky Dog Campaign Adapted to Hispanic and Asian Markets,
1998
II-7 US Historical Hispanic Purchasing Power, 1999-2003
($Billions)
II-8 US Hispanic Purchasing Power, 2003-2010 ($Billions)
II-9 US Hispanic Generational Diversity, 2000-2020 (People in
Millions)
II-10 Hispanic Cultural Matrix
II-11 Breakdown of Hispanic Households by Income Level, 1990 and 2000
II-12 Average Total Hispanic Expenditure per Household by Ethnicity, 2002
II-13 Median US household Income by Race/Ethnicity, 2003
II-14 Population with at Least a High School Education, 2002
II-15 Detailed Hispanic Population by Origin with at Least a High School
Education, 2002
II-16 Population by Hispanic Origin and Educational Attainment, 2002
II-17 Nokia Advertisement
II-18 Ethnic Youth under Age 18, 2000-2010 (Millions of
Youngsters)
II-19 Majority of 21-Year-Olds by Ethnicity, 2003
II-20 Majority of 21-Year-Olds by Geographic Region, 2003
Chapter III
III-1 Family Households with Five or More People: Detailed Hispanic
Origin, 2002
III-2 Primary Language Preference of Latinos, 2002
III-3 Accesorios para el teléfono Nokia 3560
Chapter IV
IV-1 Dias 123 del 1010-123 de Americatel
IV-2 Verizon Wireless Advertisement
IV-3 AT&T Wireless Advertisement
Chapter V
V-1 Distribution of US Hispanic Population by Type, 2003
V-2 Percentage of US Hispanics vs. Non-Hispanics in Work Force, 2003
V-3 US Residential Wireline, Wireless, and ISP Telecom Expenditures,
2004-2009
($Billions)
V-5 Total Ethnic Residential Wireline, Wireless, and ISP Telecom
Expenditures, 2004-2009 ($Billions)
V-4 Growth of US Residential Wireline, Wireless, and ISP Telecom
Expenditures by Race/Ethnicity, 2004-2009 ($Billions)
V-5 Growth of Hispanic Residential Wireline, Wireless, and ISP Telecom
Expenditures, 2004-2009 ($Billions)
V-6 Growth of African-American Residential Wireline, Wireless, and ISP
Telecom Expenditures, 2004-2009 ($Billions)
V-7 Growth of Asian-American Residential Wireline, Wireless, and ISP
Telecom Expenditures, 2004-2009 ($Billions)
V-8 Local/LD Residential Expenditures by Race/Ethnicity, 2004-2009
($Billions)
V-9 ISP Residential Expenditures by Race/Ethnicity, 2004-2009
($Billions)
V-10 Growth of Wireless Residential Expenditures by Race/Ethnicity,
2004-2009 ($Billions)
Table of Tables
Chapter II
II-1 Largest Hispanic Purchasing Power Markets, 2003 ($Billions)
II-2 Acculturation Rate, 2003
II-3 Hispanic Segments, 1998
II-4 Income and Occupation by Dominant Language, 2002
II-5 Wireless Services Usage among 21 Year Olds, 2002
II-6 Percent Change in Major Ethnic Groups under Age 18, 2000-2010
Chapter III
III-1 Language Latinos Speak at Home by Income Level, 2003
III-2 Language Latinos Speak Outside of Home by Income Level, 2003
III-3 Top Ten US Hispanic DMA’s
Chapter IV
IV-1 Monthly Technology Spending by Select Demographic Segments, 2002
IV-2 Telecom Related Spending By Race/Ethnicity, 2002
IV-3 Technology Adoption and Monthly Usage
IV-4 SBC Mexico Calling Plans, 2003
IV-5 Total Number of Subscribers for the Top Wireless Companies, 2003
Chapter V
V-1 Total US Population Reporting One Race or Two or More Races Based
on Census 2002 Population Estimates
V-2 Detailed Breakdown of US Population Reporting One Race in Census
2002
V-3 US Hispanic Population by Type from Census 2003
V-4 Total Residential Telecom Expenditures, 2004-2009 ($Billions)
V-6 Total Hispanic Residential Wireline, Wireless, and ISP Telecom
Expenditures, 2004-2009 ($Billions)
V-7 Total African-American Residential Wireline, Wireless, and ISP
Telecom Expenditures, 2004-2009 ($Billions)
V-8 Total Asian-American Residential Wireline, Wireless, and ISP
Telecom Expenditures, 2004-2009 ($Billions)
V-9 Local/Long Distance Residential Expenditures by Race/Ethnicity,
2004-2009 ($Billions)
V-10 ISP Residential Expenditures by Race/Ethnicity, 2004-2009 ($Billions)
V-11 Wireless Residential Expenditures by Race/Ethnicity, 2004-2009
($Billions)
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Pricing Information
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Hard Copy
Price
$ 999
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(PDF License Descriptions)
$ 1174 Single-User Printable PDF
$ 1749 6-Seat Printable PDF
$ 2000 Unlimited Corporate-Wide Distribution
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