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US Hispanic Use of Telecom Service 2008 - 2012

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Market Segmentation

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Nearly one out of every three dollars spent on residential telecommunications services came from US ethnic communities. Harnessing the spending power of the Hispanic-American, African-American, and Asian-American communities has become crucial to the survival of telecommunications providers. This market report takes a close look at the purchasing habits and telecom usage patterns of the burgeoning Hispanic segment of the US population. US Hispanic purchasing power is now growing at nearly twice the rate of the general population, fueled by continued population growth and increasing employment and income levels. 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 Hispanics and the US Telecommunications Markets

    As the 2008 presidential election approaches, US Hispanics are the center of attention.  While much of the election-year smoke is being generated by the issue of illegal immigration from south of the border, the real heat is apparent in the tremendous political and financial clout of what is now recognized as the fastest growing domestic “minority” group. 

    Contrary to the popular belief that California is overrun by Mexican illegals, the 2006 US Census estimates—released in July 2007—reported that 70 percent of California’s Mexican population is made up of US citizens.  What may eventually refocus American public opinion after the election is the financial impact the Hispanic community is having on the economy.  Even more importantly, what will be the cultural significance of America’s largest minority group?

    National Hispanic buying power has tripled in the 17 year period from 1990 to 2007, from $212 billion to $863 billion, respectively.  Hispanics spend more money on groceries, phone services, furniture, gasoline, children’s clothing and footwear than other groups.  Hispanics now represent 8.6 percent of US buying power.

    The latest report from the Selig Center for Economic Growth estimates that the US Hispanic purchasing power reached $863.1 billion in 2007, and by 2012 will hit $1.2 trillion.

    For wireline and wireless carriers fighting to gain share in this growth market, the question of “in language” and “in culture” is crucial to any effective marketing campaign.  Many marketers believe that Hispanics tend to acculturate as opposed to assimilate.  It is thus important to recognize the difference between assimilation and acculturation.  On the one hand, assimilation is the process by which individuals from one cultural group merge, or “blend,” into a second group.  Assimilation has historically been linked to the concept of America as a melting pot.  Hispanics are not rapidly disappearing or losing their identity to the larger and more dominant American culture.  Acculturation, on the other hand, occurs when the culture of an individual or group is modified and added to as it comes into contact with another culture.  Generally speaking, Hispanics tend to acculturate, not assimilate, and show a strong preference for keeping their cultural traditions and language.

    There’s nothing foreign about Spanish anymore.  Whether the general population wants to acknowledge it or not, Spanish is the United States’ second language.  One cannot ignore the spread of Spanish in the US.  The language is working itself into everyday life.

    Many businesses have come to the realization that, in order to capture their share of the US Hispanic market...........................

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    Market Segmentation

     

    Decline of Landline
        -  US Wireline End-User Switched Access Lines
        -  US Wireline Telephone Calls
        -  US Cellular-Only Households vs. Total Households
        -  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 by Hispanic Cell Phone: Postpaid vs. PrePaid
        -  Prepaid vs. Postpaid US Hispanic Cell Phones
        -  US Hispanic Prepaid Cell Phone Use by Language Preference

    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
        -  US Hispanic Average Monthly Wireline Expenditures
        -  US Hispanic Average Monthly Wireline Expenditures by Income
        -  US Hispanic Average Monthly Wireless Expenditures by Age Group

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

    Hispanics and US Wireless Market
        -  Projected Hispanic Population Growth,
        -  Projected US Hispanic Wireless Subscribers

    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   Hispanics and the US Telecommunications Markets
    1.2   Hispanic Telecommunications Market Power

    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     “Majority-Minority” States
    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   US Wireless Subscriber Growth
              2.12.1   Wireless Minutes
              2.12.2   Total Wireless Revenues
              2.12.3   Cell Phone Usage in the US Youth Market

    Chapter III
    Addressing the US Hispanic Consumer
    3.1     Marketing to US Latinos
    3.2     Latinos Online
    3.3     The Need for Integrated Marketing
    3.4     US Hispanic’s Language of the Future
    3.5     English Rules among US Born Hispanics
    3.6     The Wireless Industry Targets Hispanics
    3.7     The Wireless Retail Customer Experience
    3.8     Cell Phones as Entertainment Devices
    3.9     Teens and Mobile Social Networks
    3.10   Social Communication Choices among Teens
    3.11   Hispanic Marketing Communications

    Chapter IV
    Telecom Offers and Programs
    4.1     The Wireless Landscape
              4.1.1   Prepaid New Growth Market
              4.1.2   Apple’s iPhone
              4.1.3   Cell Phone Personalization
              4.1.4   Ringtones
              4.1.5   Ringbacks
              4.1.6   Ringback Ads
    4.2     VoIP’s Bright Future
              4.2.1   Skype
              4.2.2   Vonage
    4.3     Internet Portals
              4.3.1   AOL’s TotalTalk
              4.3.2   Google Inc. (Android)
              4.3.3   MSN Messenger
              4.3.4   Yahoo! Messenger
    4.4     Mobile Virtual Network Operators (MNVOs)
              4.4.1   Amp’d Mobile
              4.4.2   Disney
              4.4.3   Mobile ESPN
              4.4.4   Movida
              4.4.5   Tracfone Wireless
              4.4.6   Virgin Mobile USA
              4.4.7   Other MVNO
                         4.4.7.1    XE Mobile
                         4.4.7.2   Helio
                         4.4.7.3   Voce
                         4.4.7.4   Boost Mobile
                         4.4.7.5   7-Eleven
                         4.4.7.6   Wal-Mart
    4.5     The Cable Companies
              4.5.1   Comcast
              4.5.2   DirecTV
              4.5.3   EchoStar
              4.5.4   Time Warner Cable
              4.5.5   Cox Communications
              4.5.6   Charter Communications
              4.5.7   Cablevision Systems
              4.5.8   Verizon FiOS TV
              4.5.9   AT&T U-Verse TV
                          4.5.10   Telecom versus Cable
    4.6     Apple
    4.7     The New AT&T and AT&T Mobility
    4.8     Bell South
    4.9     AT&T Mobility (Cingular Wireless)
    4.10   IDT Corporation (TúYo)
    4.11   Qwest Communications International Inc
    4.12   Sprint Nextel
    4.13   Alltel
    4.14   T-Mobile USA, Inc.
    4.15   US Cellular
    4.16   Verizon Communications
    4.17   Verizon Wireless
    4.18   Hispanics Online

    Chapter V
    Future Product and Service Trends
    5.1     The Decline of the Landline
    5.2     Survey of Hispanic Cell Phone Use
              5.2.1   Hispanic Cell Phone Ownership
              5.2.2   Hispanic Cell Phone Use: Postpaid Versus Prepaid
              5.2.3   Hispanic Cell Phone Expenditures
              5.2.4   Hispanic Wireless versus Wireline Expenditures
              5.2.5   Hispanic Use of Prepaid Phone Cards
    5.3     Hispanics and the US Wireless Market
    5.4     Telecom Expenditures
              5.4.1     Ethnic Telecom Expenditures
              5.4.2     Comparison of Ethnic Telecom Expenditures
    5.5     The Importance of Hispanic Marketing

    Table of Figures

    Chapter I
    I-1      US Hispanic Purchasing Power
    I-2      Total US Versus US Hispanic Wireline and Wireless Spending

    Chapter II
    II-1     Total US Population Caucasian vs. Non-Caucasian,
    II-2     Total 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     US Hispanic Population by Country of Origin
    II-6     US Hispanic Purchasing Power
    II-7     Buying Power Percent Increases by Race/Ethnicity
    II-8     Median Age by Gender
    II-9     Selected Age Group Percentages by Hispanic Origin
    II-10   Percent of Total and Hispanic Households by Size
    II-11   Percent of Total and Hispanic Households by Type
    II-12   Percent of Native and Foreign-Born by Hispanic Origin
    II-13   US Hispanic Cultural Matrix
    II-14   Percent of Population with a High-School Diploma or More by Hispanic Origin
    II-15   Selected Educational Level Percentages by Total and Hispanic
    II-16   Percent of Population with a Bachelor’s Degree or Higher by Hispanic Origin
    II-17   Total US Wireless Subscriber Growth
    II-18   Revenue Split between Voice and Non-Voice Wireless Service

    Chapter IV
    IV-1   DirecTV Direct Mail Piece
    IV-2   Sprint’s Power Vision Phone, Featuring Juanes
    IV-3   Verizon’s Voyager VX10000

    Chapter V
    V-1     US Landline Telephone Penetration Percentage
    V-2     US VoIP Households
    V-3     Estimated US Cellular Subscribers
    V-4     Average Local Monthly US Cellular Bill
    V-5     US Cellular-Only Households
    V-6     Increase in US Hispanic Cell Phone Ownership
    V-7     US Hispanic Cell Phone Ownership by Age Group
    V-8     US Hispanic Cell Phone Ownership by Country of Origin
    V-9     US Hispanic Cell Phone Ownership by Gender
    V-10   US Hispanic Cell Phone Ownership by Language Preference
    V-11   US Hispanic Cell Phone Ownership by Income
    V-12   US Hispanic Cell Phone Ownership by Education
    V-13   US Hispanic Cell Phone Ownership by Acculturation Level
    V-14   Prepaid vs. Postpaid US Hispanic Cell Phones
    V-15   US Hispanic Prepaid Cell Phone Use by Language Preference
    V-16   US Hispanic Postpaid Cell Phone Use by Education
    V-17   US Hispanic Average Monthly Expenditures on Wireline and Wireless
    V-18   US Hispanic Average Monthly Wireless Expenditures by Amount
    V-19   Percent of US Hispanics Spending >$100 per Month on Wireless by Income
    V-20   Percent of US Hispanics Spending >$100 per Month on Wireless by Education
    V-21   Percent of US Hispanics Planning to Switch from Wireline to Wireless by Income
    V-22   Estimated Distribution of Hispanic Landline and Wireless Use
    V-23   US Hispanic Average Monthly Wireline Expenditures
    V-24   US Hispanic Average Monthly Wireline Expenditures by Income
    V-25   US Hispanic Average Monthly Wireless Expenditures by Age Group
    V-26   US Hispanic Average Monthly Prepaid Expenditures by Amount
    V-27   US Hispanic Average Monthly Prepaid Expenditures by Age Group
    V-28   US Hispanic Average Monthly Prepaid Expenditures by Country of Origin
    V-29   US Hispanic Average Monthly Prepaid Expenditures by Language Preference
    V-30   US Hispanic Average Monthly Prepaid Expenditures by Income
    V-31   US Hispanic Average Monthly Prepaid Expenditures by Education
    V-32   US Hispanic Average Monthly Prepaid Expenditures by US Region
    V-33   US Hispanic Average Monthly Prepaid Expenditures by Acculturation
    V-34   Growth of US Residential Wireline and Wireless Expenditures
    V-35   Growth of US Ethnic Residential Wireline and Wireless Expenditures
    V-36   Growth of US Hispanic Residential Wireline and Wireless Expenditures
    V-37   Growth of African-American Residential Wireline and Wireless Expenditures
    V-38   Growth of Asian-American Residential Wireline and Wireless Expenditures
    V-39   Growth of Residential Wireline Expenditures by Race/Ethnicity
    V-40   Growth of Residential Wireless Expenditures by Race/Ethnicity

    Table of Tables

    Chapter II
    II-1     States with Highest Concentration of Hispanics
    II-2     Change in Hispanic Population by State
    II-3     Estimates of Los Angeles County’s Population by Race/Ethnicity
    II-4     Median Age by Race/Ethnicity
    II-5     The Activities and Attitudes of Latino Immigrants

    Chapter III
    III-1    Hispanic Market Advertising Expenditures
    III-2    Top Ten Spanish-Language Media Product Categories
    III-3    Gross Expenditures for Leading Hispanic Designated Marketing Areas
    III-4    US Teens Who Own Computers and/or Consumer Electronics by Age and Gender
    III-5    Rank of Daily Social Communications Choices of Teens
    III-6    Percent of Daily Social Communications Choices by Teens
    III-7    Percent of Daily Social Communications Choices by Multi-Channel Teens

    Chapter IV
    IV-1    International Calling Rate Carrier Comparison, per Minute
    IV-2    Broadband, Video, and Retail Consumer Line Adds/Losses vs. Wireline Operating Revenue
    IV-3    Monthly and Annual Savings per Service Added to Qwest Choice Home or Home Plus Services
    IV-4    Qwest International Calling Plans
    IV-5    T-Mobile Shaking the US Wireless Industry
    IV-6    Percent of US Computer and Internet Users by Race/Ethnicity

    Chapter V
    V-1     US Wireline End-User Switched Access Lines
    V-2     US Wireline Telephone Calls,
    V-3     US Cellular-Only Households vs. Total Households
    V-4     US Cellular-Only Subscribers by Age Range
    V-5     Top Ten US Wireless Service Providers
    V-6     Projected Hispanic Population Growth
    V-7     Projected US Hispanic Wireless Subscribers
    V-8     Total US Residential Wireline and Wireless Expenditures
    V-9     Total US Ethnic Residential Wireline and Wireless Expenditures
    V-10   Total US Hispanic Residential Wireline and Wireless Expenditures,
    V-11   Total African-American Residential Wireline and Wireless Expenditures
    V-12   Total Asian-American Residential Wireline and Wireless Expenditures
    V-13   Residential Wireline Expenditures by Race/Ethnicity
    V-14   Residential Wireless Expenditures by Race/Ethnicity


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