Market Trends: Hispanic-Americans and Telecommunications Services

Published: August 1, 2003 - 80 Pages

Table of Contents

Chapter 1: Executive Overview and Outlook
  • Outlook for the Telecom Industry in the Hispanic Market
  • Improved Customer Service and Online Offerings
  • Increased Bundling of Long-Distance Packages to Mobile Phone Services
  • Report Methodology
  • Simmons Market Research Bureau

Chapter 2: The Hispanic Market

  • Introduction
  • The Hispanic Market - A Brief Demographic Profile
  • 15% of the US Population will be of Hispanic Origin by 2007
  • Over Four in Five Hispanics Live in Just 10 States
  • Hispanics Trace Origins to a Diverse Group of Countries
  • Figure 2-1: U.S. Hispanics by Country of Origin, 2002
  • Household Size by Hispanic Origin
  • Hispanic Origin By Region
  • Table 2-1: States with Largest Hispanic Population: 2000
  • Top Hispanic Markets
  • Figure 2-2: Top Hispanic Markets: 2002
  • Household Size
  • Buying Power in the Hispanic Market
  • Table 2-2: 10 States with Largest Share of Hispanic Buying Power
  • Youth Population Centers
  • Table 2-3: Diverse Urban Youth Markets
  • Table 2-4: Growth of the 15- to 24-Year-Old Population, Hispanics vs. Other Population Groups, 1990-2001
  • Table 2-5: Predominately Hispanic Urban Youth Markets
  • Hispanics’ Use of Communications Technology
  • Table 2-6: Ownership of Selected Home Media Technologies: Hispanics, African Americans, Non-Hispanic Whites, 2002
  • Table 2-7: Ownership of Media Technologies, Hispanic (English- and Spanish-dominant) and non-Hispanic Households, 2002
  • ISPs - Latecomers to the Hispanic Market
  • Table 2-8: Hispanic Radio Listener Spending in Media Technologies
  • The Telecom Industry and Hispanic Consumer Loyalty
  • Quality Spanish-Language Customer Service Key
  • Hispanics and The Telecom Industry

Chapter 3: Hispanics and the Internet

  • Figure 3-1: Internet Users In Major Spanish-Speaking Populations
  • Home, University and Work Locations, Ages 2+ (in millions)
  • Spanish-Dominant Hispanics Slowly Migrating Online
  • Marketing Opportunity
  • Hispanic Population Online is Growing
  • But Just How Many Are Online?
  • Table 3-1: People Accessing the Internet at Home, by Race/Ethnicity
  • Figure 3-2: Growing Ethnic At-Home Online Users
  • Race Matters
  • Hispanics Slightly Under-Index vs. Other Ethnicities/Race
  • Figure 3-3: Share of Overall Online U.S. Population, by Ethnic/Racial Background
  • Table 3-2: Percentage of Online Americans, by Race/Ethnicity, 2000 vs. 2002
  • Language Preference a Factor for Hispanics
  • Table 3-3: Language Preference of Hispanics Online: At Home, Work, and University
  • The Non-Users
  • Characteristics of Hispanics Online
  • Table 3-3: Length of Time Online, Hispanic Population
  • Figure 3-3: Length of Time Online, Hispanic Population
  • Table 3-4: Age of Hispanic Online Population, March 2003
  • Figure 3-4: Hispanic vs. Total Population Internet Users per Household
  • Hispanic Income and Online Use
  • Table 3-5: Percent Composition of Hispanic Population by Household Income, January 2003
  • Income Patterns Roughly Track Across Racial/Ethnic Lines
  • Table 3-6: Online Usage, by Household Income, Race/Ethnicity
  • Most Hispanics Use Dial-Up Services
  • Additional Data Noted
  • Table 3-6: Demographics of Total U.S. Hispanic Population, Hispanic Online Consumers, Total US Consumers Online, and Total U.S. Population, 2002
  • Advertising Online to Hispanics
  • Advertisers Starting to Take Note
  • E-Commerce and Hispanics
  • $4.3 Billion in Online Spending
  • Table 3-7: Online Activities Regularly or Occasionally Engaged In by Hispanics Online, 2002
  • Table 3-8: Hispanics Online Activities by Internet Tenure, 2002
  • Table 3-9: The 10 Most Popular Retail Web Sites Among Hispanics
  • Online Measurement Services and Hispanics Online
  • Efforts to Lure Hispanic Consumers Online
  • AOL is Most Popular Service
  • AOL Launches Spanish-Language Efforts
  • Cable Modem Efforts in Florida
  • Connecting Hispanics in Southern California

Chapter 4: Hispanics and Telephone Services

  • Telephone Company Advertising in Hispanic Media
  • California’s Calling
  • In-Language Advertising More Effective
  • Wireless Service
  • Majority of Hispanics Have Cell Phones
  • Table 4-1: Mobile Phone Ownership, Hispanics and General Market
  • Figure 4-1 Mobile Phone Ownership, Hispanics and General Market Mobile Phone Spending
  • Table 4-2: Mobile Phone Bill Spending per Month, Hispanics vs. General Market
  • Table 4-3: Markets with Highest Concentration for Cell Phone Expenditures over $100/Month, 2002
  • Table 4-4: Features Included in Mobile Phone Subscription, Hispanics vs. General Market
  • Figure 4-2: Monthly Mobile Phone Spending by Hispanics
  • Figure 4-3 Features Included in Mobile Subscription, Hispanics vs. General Market (percent of Population 18+) A “blah!” Way to Market
  • Wireless Prepaid Services
  • Figure 4-4: Penetration of Prepaid Wireless Accounts in Households, by Ethnic/Racial Backgrounds
  • Long Distance Services
  • Figure 4-5: Leading Long-Distance Carriers for Hispanic Residences
  • Table 4-5: Personal Long Distance Calls in the U.S. per Month, Hispanics vs. General Market
  • Table 4-6: Monthly Long Distance Spending for U.S. Personal Calls, Hispanics vs. General Market
  • Figure 4-6: Long Distance Spending in Hispanics 18+, 2002
  • Figure 4-7: Long Distance Spending in Hispanics 18+, 2002
  • Figure 4-8: Long-Distance Brand Loyalty, Hispanics vs. General Market Percentage of Households Changing Long-Distance Carriers, 2002
  • Tier II Telecom Companies
  • Vycera Communications, Inc.
  • Americatel Corporation
  • Sabado Gigante
  • Telscape Communications, Inc.
  • Figure 4-9: Services Provided by Telscape Communications Inc., June 2003
  • Local Telephone Service
  • Figure 4-10: Custom Telephone Features Obtained by Hispanics 18+, 2002
  • Table 4-7: Total Telephone Spending per Month, Hispanics vs. General Market
  • Figure 4-11: Total Telephone Spending per Month, Hispanics vs. General Market Long-Distance Calling Cards

Chapter 5: Case Studies

  • Verizon Communications Inc.: Veriations Freedom
  • The Payphone Strikes Back: Phone1, Inc.
  • America Online, Inc.
  • Key Media Partnership
  • New Content
  • Advertising
  • Cingular Wireless LLC: Dilo (“Say It”)
  • Advertising Component
  • Promotions and Grassroots Marketing
  • Interactive Marketing
  • Print
  • Results


Market Trends: Hispanic Americans and Telecommunications Services a new report from Packaged Facts, discusses new products and product strategies by large and smaller telecommunications services companies, examines population and immigration trends among Hispanic Americans and how they influence decisions about telecommunications services, delves into the attitudes and perceptions Hispanics have regarding telecommunications services, and addresses marketing strategies that phone companies, long distance providers, wireless service providers and Internet provides have adopted to attract Hispanics, who are now the largest minority group in the country.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the consumer goods and services industries.

About the Author
Raúl Pérez, Ph.D., is president of Utilis, a market research and consulting firm specializing in the U.S. Hispanic market. His firm offers quantitative and qualitative research solutions to clients in the beverage industry, automobiles, health care, publishing, financial services, Internet, cable/satellite television, and apparel, among others. Dr. Pérez obtained his doctorate at Yale University and has over 12 years of research experience in Hispanic populations.

Report Methodology
The information in Market Trends: Hispanic Americans and Telecommunications Services is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the telecommunications services industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002.

What You’ll Get in this Report
Market Trends: Hispanic Americans and Telecommunications Services offers unique perspective on the growing and promising Hispanic market for telecommunications services. No other market research report provides the data, analysis and trends coverage that Market Trends: Hispanic Americans and Telecommunications Services offers. The report addresses the following segments:

  • Hispanic Population Trends - including immigration patterns, geographical concentrations and insights into spending power and income.
  • Attitudes Regarding Telecommunications Services - including data on telecommunications spending profiles.
  • Telecommunications Services Products - and the degree of usage/acceptance among Hispanic-Americans.
  • Marketing and Community-Relation Strategies - that are effective in reaching Hispanic consumers.
  • Case studies - of telecommunications services companies that are targeting the Hispanic market.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report If your company is already targeting Hispanic consumers or is considering making the leap into the business, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence telecommunications spending and services decisions among Hispanic Americans.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for telecommunications services and products of appeal to Hispanic Americans
  • Research and development professionals stay on top of competitor initiatives and explore demand for telecommunications products for this demographic group.
  • Advertising agencies working with clients in telecommunications services to help understand Hispanic consumers to develop messages and images that them to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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