Insight Research - US Hispanic Use of Telecom Services 2002-2007 Market ResearchReport

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US Hispanic Use of Telecom Services

2002-2007

a market research report

Report Excerpt

Market Segmentation

Table of Contents

Press Release

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From 1990 to 2000, Hispanic-Americans rocketed past every other ethnic group to become the largest minority in the US, according to the Census 2000 data. During that period, the Hispanic population has grown 58 percent to 35.3 million. Today, with a purchasing power of $630 billion, the Hispanic community represents a growing market opportunity in a relatively flat economy.

This recent demographic event should serve as a wake-up call to the telecommunications industry. Carriers need to recognize the power of the Hispanic consumer, re-evaluate their multicultural marketing opportunities, and develop more targeted strategies to increase their share of this burgeoning market. This report examines the telecom usage and purchasing behavior of America's fastest-growing population segment. In addition, it looks at how the telecommunications industry is currently serving the Hispanic consumer and assesses how important Hispanic marketing is to a carrier's bottom line.

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Report Excerpt

Hispanics the Largest US Minority Group

Hispanics surpassed the African-American population as the largest minority group in the US with 35.3 million people in the year 2000, ten years sooner than previously forecast by the Census Bureau and catching much of corporate America off guard.

The 35.3 million figure excludes Puerto Rico, a US commonwealth that is home to an additional 3.8 million Hispanics. Savvy marketers view Puerto Rico as a key US Hispanic market, rather than as part of their international operations. When the Puerto Rican market is factored in, the total 2000 Hispanic population amounts to 39.1 million.

Purchasing Power and Generational Change

For 2001, the Selig Center for Economic Growth at the University of Georgia forecasted Hispanic purchasing power to be $452 billion. This estimate was based on the Census Bureau’s underestimated forecast of only 33.1 million Hispanics in 2000. Based on the updated estimate of the 2001 Hispanic population at 42.5 million, the Association of Hispanic Advertising Agencies (AHAA) predicts a more realistic estimate of Hispanic purchasing power in 2001 at $550 billion. Buying power will exceed $925 million by the year 2007.

US Hispanics are heavy users of beepers/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 ...

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Market Segmentation

Total US Residential Telecom Expenditures
- Residential Wireline
  - Local
  - Long Distance
  - ISP
- Residential Wireless
Growth of US Residential Wireline and Wireless Telecom Expenditures
- Local Wireline
- Wireless
- Long Distance Wireline
- ISP Wireline
Total Ethnic Residential Wireline and Wireless Telecom Expenditures
- Total Residential
- Ethnic Residential
  - African-American
  - Hispanic
  - Asian American
  - Native American

Growth of US Residential Wireline and Wireless Telecom Expenditures by Race/Ethnicity
- African-American
- Hispanic
- Asian American
- Native American
Total Hispanic Residential Wireline and Wireless Telecom Expenditures
- Hispanic Residential Wireline
  - Local
  - Long Distance
  - ISP
- Hispanic Residential Wireless
Growth of Hispanic Residential Wireline and Wireless Telecom Expenditures
- Local
- Long Distance
- Wireless
- ISP
Total African-American Residential Wireline and Wireless Telecom Expenditures
- African-American Residential Wireline
  - Local
  - Long Distance
  - ISP
- African-American Residential Wireless
Growth of African American Residential Wireline and Wireless Telecom Expenditures
- Local
- Long Distance
- Wireless
- ISP
Total Asian-American Residential Wireline and Wireless Telecom Expenditures
- Asian-American Residential Wireline
  - Local
  - Long Distance
  - ISP
- Asian-American Residential Wireless
Growth of Asian American Residential Wireline and Wireless Telecom Expenditures
- Local
- Long Distance
- Wireless
- ISP
Local Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
Growth of Local Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
Long Distance Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
Growth of Long Distance Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
ISP Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
Growth of ISP Residential Expenditures by Race/Ethnicity
- Hispanic
- African-American
- Asian-American
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 Hispanics the Largest US Minority Group
1.2 Purchasing Power and Generational Change
1.3 Latino Pride
1.4 Creating Winning Hispanic Marketing Programs
1.5 Telecom Revenue Projections

Chapter II
CURRENT MARKET ANALYSIS AND TRENDS
2.1 Defining the US Hispanic Market
2.1.1 Ethnic Group Definitions
2.2 Market Size and Characteristics
2.3 Market Location
2.4 Geographic Shifts and Migration
2.5 Income and Education Characteristics
2.5.1 Median Income of Hispanic Households
2.5.2 Hispanic Purchasing Power
2.5.3 Hispanic Education Characteristics
2.5.4 Immigrants and Native-Born Hispanics
2.6 Hispanic Family Characteristics
2.7 Acculturation and Assimilation
2.8 Impact of Spanish Language on Marketing Programs
2.9 Impact on Marketing Plans of Spanish-Only Families Versus Bilingual Families
2.10 The Lucrative Latino Market

Chapter III
ADDRESSING THE US HISPANIC CONSUMER
3.1 Serving the US Hispanic Market
3.2 Corporate Diversity and the US Hispanic Consumer
3.3 Advertising to Reach Hispanic Consumers
3.4 Corporate Marketing Initiatives to Appeal to the Hispanic Market
3.4.1 Brand Awareness
3.4.2 Community Ties: Earning a License to Market
3.4.3 Grass Roots Marketing Programs
3.4.4 Target Marketing
3.5 The Multicultural Markets' View of Long-Distance Calling Options
3.6 Diversity Imperatives

Chapter IV
TELECOM OFFERINGS AND PROGRAMS
4.1 Ethnic Spending on Telecom Services
4.2 Prepaid Services
4.2.1 Snapshot: Western Union Bilingual Kiosks
4.2.2 Snapshot: Verizon Wireless FREEUP Service
4.3 Wireless Services
4.3.1 Snapshot: Cingular Wireless' Hispanic Campaigns
4.3.2 Snapshot: AT&T Wireless Targets Hispanics
4.4 Long-Distance Services
4.4.1 Snapshot: Genesis Communications' Hispanic Niche
4.4.2 Snapshot: Americatel's Dial-Around Services
4.4.3 Snapshot: Keep It Simple & Save Long Distance
4.4.4 Snapshot: AT&T's International Services
4.4.5 Snapshot: Qwest's Hispanic Campaigns
4.4.6 Snapshot: SBC's SuperMexico Plans
4.4.7 Snapshot: Verizon Larga Distancia
4.5 Computer and Internet Services
4.5.1 Snapshot: Budget Dialup's Prepaid Internet Service
4.5.2 Snapshot: Sprint PCS' Spanish Wireless Web
4.5.3 Snapshot: WorldCom's Tecnoguía
4.6 Hispanic Community Initiatives
4.6.1 Snapshot: SBC Communications' High Technology Day
4.6.2 Snapshot: Verizon Communications' Development and Leadership Initiative
4.6.3 Snapshot: BellSouth Foundation's Proniño
4.6.4 Snapshot: Education Grants

Chapter V
FORECAST AND RECOMMENDATIONS
5.1 Census 2000: Defining the Ethnic Market
5.1.1 Hispanic Origin
5.2 Growth and Purchasing Power of the Hispanic Market
5.3 Telecom Expenditures Continues 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

Appendix
Glossary

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TABLE OF FIGURES

Chapter I
I-1 US Hispanic Purchasing Power, 2000 and 2007 ($Billions)
I-2 Total Ethnic Residential Wireline and Wireless Telecom Expenditures, 2000 and 2007 ($Billions)

Chapter II
II-1 Question on Hispanic Origin from Census 2000
II-2 1990 Census Underestimates of the Hispanic Segment Versus Census 2000 Actual (Millions)
II-3 Distribution of the US Hispanic Population by Type, 2000
II-4 Total US Population Distribution by Region, 2000
II-5 Percentage of US Hispanics by Region Versus National Average, 2000
II-6 US Hispanic Households and Median Income Growth, 2000
II-7 Enrollment of Three- and Four-Year Olds in Pre-Primary Education Programs by Race/Ethnicity, 2000
II-8 High School or Higher Education by Nativity and Region of Birth of the Foreign-Born Hispanic Population, 2000
II-9 Weekly Earnings for US Hispanic Teens Versus Non-Hispanic Teens, Aged 16 to 19, 2000
II-10 Weekly Earnings for US Hispanic Teens by Generation, Aged 16 to 19, 2000
II-11 Acculturation Segments Among US Hispanic Adults, Aged 18 or More, 2000
II-12 US Hispanic Subsegments Based on Age, 2000

Chapter III
III-1 AT&T Foundation's Ballet Hispanico Ad

Chapter IV
IV-1 Total Monthly Telephone Spending by Race/Ethnicity, 2001
IV-2 Use of Prepaid Calling Cards for Long-Distance Calling in the last 30 Days by Race/Ethnicity, 2001
IV-3 Computer and Internet Usage by Race/Ethnicity, 1997 and 2001

Chapter V
V-1 Distribution of Hispanic Population by Type, 2000
V-2 Percentage of US Hispanics Versus Non-Hispanics in Work Force, 2000
V-3 Growth of US Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-4 Growth of US Residential Wireline and Wireless Telecom Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-5 Growth of Hispanic Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-6 Total African-American Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-7 Growth of Asian-American Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-8 Growth of Local Residential Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-9 Growth of Long-Distance Residential Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-10 Growth of ISP Residential Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-11 Growth of Wireless Residential Expenditures by Race/Ethnicity, 2002-2007 ($Billions)

TABLE OF TABLES

Chapter II
II-1 US Hispanic Population by Race, 2000
II-2 US Hispanic Market Growth by Segment, 1990 and 2000 (Millions)
II-3 Geographic Concentration of US Hispanics by Region, 2000
II-4 US Hispanic Population in Traditional Stronghold States, 1990 and 2000
II-5 US Hispanic Population in Selected States, 1990 and 2000
II-6 Median Income of Hispanic Households by Selected Characteristics, 2000 (Millions)

Chapter III
III-1 Percentage of Minorities on Corporate Boards, 2001
III-2 Television Advertising Spending by Top 10 US Industries in First-Half 2001 ($Millions)
III-3 Telecom Carriers in the Top 100 National Advertisers, 1999-2000 ($Millions)
III-4 Top Ten Companies for Diversity as Ranked by Diversity.com, 2001
III-5 Long-Distance Calling Methods Used in the Last 30 Days by Race/Ethnicity, 2001

Chapter IV
IV-1 Use of Telecom Products and Services by US Hispanics Versus Non-Hispanics
IV-2 Long-Distance Calling Methods Used in the Last 30 Days by Race/Ethnicity, 2001
IV-3 Percentage of High Churn Rish Wireless Subscribers by User Age Group, 2001
IV-4 Revenue Increase with 5 Percent Retention of Churned Wireless Subscribers, 2001 ($Millions)
IV-5 KISS Long-Distance Program Versus Other Long-Distance Carriers' Programs
IV-6 Computer and Internet Usage by Race/Ethnicity, 1997 and 2001
IV-7 Percentage of Country's Population with Internet Access

Chapter V
V-1 Total Population Reporting One Race or Two or More Races in Census 2000
V-2 Detailed Breakdown of US Population Reporting One Race in Census 2000
V-3 US Hispanic Population by Type from Census 2000
V-4 Total US Residential Telecom Expenditures, 2002-2007 ($Billions)
V-5 Total Ethnic Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-6 Total Hispanic Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-7 Total African-American Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-8 Total Asian-American Residential Wireline and Wireless Telecom Expenditures, 2002-2007 ($Billions)
V-9 Local Residental Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-10 Long-Distance Residental Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-11 ISP Residental Expenditures by Race/Ethnicity, 2002-2007 ($Billions)
V-12 Wireless Residental Expenditures by Race/Ethnicity, 2002-2007 ($Billions)

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