拉丁語系美國人通訊服務市場：2009年至2014年 是由出版商The Insight Research Corporation在2009年03月所出版的。
這份英文市場調查報告書價格從美金3995起跳。
Abstract
Nearly one out of every three dollars spent on residential telecommunications
services in 2009 came from US ethnic communities, so the spending power of the
Hispanic-American, African American, and Asian-American communities have
become crucial to the survival of telecommunications providers.
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.
Table of Contents
Chapter I
- EXECUTIVE SUMMARY
- 1.1 Marketing Telecommunications to US Hispanics
- 1.2 A Younger Audience Worth Investing In
- 1.3 Lessons for Telecom Providers
- 1.4 Hispanic Telecom Market Expenditures
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 Immigration to Fuel Future US Population
- 2.4 Languages Spoken in the US and the Use of the Spanish Language
- 2.5 Do Hispanics Assimilate or Acculturate?
- 2.6 Hispanics Are Younger
- 2.6.1 Hispanic by Age Groups
- 2.7 The Hispanic Market Boom
- 2.7.1 “Majority-Minority” US Counties
- 2.8 The Economic Clout of the US Hispanic Market
- 2.8.1 Hispanic Purchasing Power
- 2.8.2 High-Income Latino Households
- 2.9 US Hispanic Countries of Origin
- 2.9.1 Hispanics Attachments to Country of Origin
- 2.9.2 Hispanic Immigrant Calling Patterns
- 2.9.3 Hispanic Immigrant Emailing
- 2.10 Hispanic Educational Achievement
- 2.11 Hispanic Marketing Challenges
Chapter III
- ADDRESSING THE US HISPANIC TELECOM CONSUMER
- 3.1 Marketing to US Latinos
- 3.2 Latino Integrated Marketing
- 3.3 Big Telecom Targets Hispanics
- 3.3.1 Hispanic Ad Spending Remains Constant
- 3.3.2 Telecom Wireless Advertising Spending
- 3.4 Mobile Features That Consumers Want
- 3.4.1 The Popularity of Text Messaging
- 3.4.1.1 Text Messaging is Addictive
- 3.4.2 Family Text Messaging
- 3.4.3 Mobile Video Demand
- 3.5 Teens and Cell Phones
- 3.5.1 Impact on Teens
- 3.5.2 Hispanic Teens Represent Strong Mobile Growth
- 3.5.2.1 Mobile Marketing to Latinos
- 3.5.2.2 Tailoring Special Mobile Offers for Latino Teens
- 3.5.2.3 Hispanic Music Downloading
- 3.6 Hispanic and Interactive Services
- 3.6.1 Online and Technology Family Characteristics
- 3.6.2 Gen Xers
- 3.6.3 Who is on the Internet?
- 3.6.4 The Future of Online Video
- 3.6.5 Hispanic and Social Networking
- 3.7 How Successful is Multicultural Marketing?
Chapter IV
- TELECOM OFFERS AND PROGRAMS
- 4.1 The US Macro-Economic Environment
- 4.2 Hispanics & the Wireless Industry
- 4.3 Wireless Industry Consolidation
- 4.4 Alltel
- 4.5 AT&T
- 4.5.1 AT&T Home Manager
- 4.5.2 AT&T Mobility & Texting
- 4.5.3 AT&T Mobility' s Focus on Hispanic Marketing
- 4.5.3.1 HITS Stores
- 4.5.3.2 HITS Mobile
- 4.5.4 AT&T' s Hispanic Tagline
- 4.6 IDT Corporation (TuYo)
- 4.7 Leap Wireless International Inc.
- 4.8 MetroPCS
- 4.9 Qwest Communications International Inc.
- 4.10 Sprint/Nextel
- 4.10.1 Sprint TV En Vivo
- 4.10.2 Sprint' s Second Life
- 4.10.3 Sprint Nextel NASCAR
- 4.10.4 Sprint Nextel GPS Offer
- 4.10.5 Sprint ReadyNow Program
- 4.10.6 Sprint “The Simply Everything Plan”
- 4.10.7 Sprint NFL Football
- 4.10.8 Sprint Boost Mobile
- 4.11 T-Mobile USA
- 4.12 Tracfone
- 4.13 US Cellular
- 4.14 Verizon Communications
- 4.14.1 Blackberry Storm
- 4.14.2 Verizon Wireless
- 4.14.3 Verizon Wireless “Evolution”
- 4.14.4 Verizon FiOS TV
- 4.14.5 Major League Baseball and Verizon FiOS TV
- 4.14.6 Verizon NFL Broadband Offer
- 4.15 Virgin Mobile USA
- 4.15.1 Virgin Mobile' s Reality Youth TV
- 4.16 Vonage
- 4.17 The Cable Companies
- 4.18 Satellite TV Providers
- 4.18.1 Dish Network
- 4.18.2 DirectTV
- 4.19 MNVOs
- 4.20 Hispanics Online
- 4.20.1 Hispanic Cross-Media
- 4.20.2 Hispanic Bloggers
Chapter V
- FUTURE PRODUCTS AND SERVICE TRENDS
- 5.1 The Continuing Decline of the Landline
- 5.2 FCC Reports Continued Landline Losses
- 5.3 Survey of Hispanic Cell Phone Use
- 5.3.1 Hispanic Cell Phone Ownership
- 5.3.2 Hispanic Cell Phone Use: Postpaid Versus Prepaid
- 5.3.3 Hispanic Cell Phone Expenditures
- 5.3.4 Hispanic Wireless versus Wireline Expenditures
- 5.3.5 Hispanic Use of Prepaid Phone Cards
- 5.4 Hispanics and the US Wireless Market
- 5.5 Telecom Expenditures
- 5.5.1 Ethnic Telecom Expenditures
- 5.5.2 Comparison of Ethnic Telecom Expenditures
- 5.6 The Importance of Hispanic Marketing
Table of Figures
Chapter I
- I-1. US Hispanic Age Distribution, 2010
- I-2. Total US Ethnic vs. Total US Res. Wireline and Wireless Exp.,
2009-2014
Chapter II
- II-1. US Caucasian versus Non-Caucasian Projection Percentages, 2010
- II-2. US Caucasian versus Non-Caucasian Projection Percentages, 2050
- II-3. Total US Non-Caucasian Population by Race/Ethnicity, 2010
- II-4. Total US Non-Caucasian Percentage Population by Race/Ethnicity, 2050
- II-5. Past and Projected US Growth for Major Racial/Ethnic Groups,
2005-2050
- II-6. US Population Projections Based on Immigration Levels, 2050
- II-7. Hispanic Population by Generations, 1960, 2005 & 2050
- II-8. Acculturation Segments
- II-9. Median 2008 US Age by Race/Ethnicity
- II-10. US Hispanic Age Distribution, 2010
- II-11. Median Age by Sex for Total US versus Hispanic, 2006 & 2010
- II-12. US Hispanic Purchasing Power, 2008-2013
- II-13. US Hispanic Population by Country of Origin, 2008
- II-14. Telecom Calling Patterns: The Impact of Years in US
- II-15. Educational Achievement Levels
Chapter III
- III-1. Hispanic Advertising Expenditures, 2000-2007
- III-2. Growth in Advertising Expenditures by Medium, 2003-2008
- III-3. Top Consumer Cell Phone Features
- III-4. Voice versus Text Messaging 1Q 2006 versus 2Q 2008
- III-5. Text Messaging By Age Groups (September 2008)
- III-6. Hispanic Magazine Allstate Print: Texting & Driving
- III-7. Percent Subscribers Watching Programmed/On Demand Video
- III-8. What Determines a Teen' s Social Status?
- III-9. Cell Phone Impact on Teen Life
- III-10. Teens, Cell Phones & Safety
- III-11. Teen Cell Phone Feature Usage
- III-12. Texting is a New Form of Communications
- III-13. The Dream Device - Phone Qualities
- III-14. US Total Annual Income, by Generation Cohort Group, 2007, 2012 &
2017
- III-15. US Streaming Video Advertising Revenues, by Video Type2008 & 2013
- III-16. Media Used by US Marketers to Reach Multicultural Audiences,
August 2008
- III-17. Most Imp. Marketing Trends According to US Marketing Exec.,
Oct.-Nov. 2007
Chapter IV
- IV-1. TuYo Print Advertisement
- IV-2. MetroPCS User Base by Age Group (Percent)
- IV-3. Qwest' s “La Aventura” Mini-Brochure
- IV-4. Sprint Avatar in Second Life
- IV-5. Second Life Avatar at a Sprint Kiosk
- IV-6. Juanes and Sprint Power Vision
- IV-7. Blackberry Storm versus iPhone 3G
- IV-8. Cablevision Bundle Print Ad
- IV-9. Verizon Bundle Print Ad
- IV-10. Dish Mexico Offer
- IV-11. Hispanic Digital Network Advertisement
Chapter V
- V-1. US Landline Household Penetration, 2000-2007
- V-2. Historical Landline vs. Wireless Penetrations 1990-2006
- V-3. US VoIP Households, 2007-2012
- V-4. Estimated US Cellular Subscribers, 1988-2007
- V-5. Average Local Monthly US Cellular Bill, 1990-2007
- V-6. Increase in US Hispanic Cell Phone Ownership, 2007 and 2008
- V-7. US Hispanic Cell Phone Ownership by Age Group, 2008
- V-8. US Hispanic Cell Phone Ownership by Country of Origin, 2008
- V-9. US Hispanic Cell Phone Ownership by Gender, 2008
- V-10. US Hispanic Cell Phone Ownership by Language Preference, 2007 and
2008
- V-11. US Hispanic Cell Phone Ownership by Income, 2008
- V-12. US Hispanic Cell Phone Ownership by Education, 2008
- V-13. US Hispanic Cell Phone Ownership by Acculturation Level, 2008
- V-14. Prepaid vs. Postpaid US Hispanic Cell Phones, 2007 and 2008
- V-15. US Hispanic Prepaid Cell Phone Use by Language Preference, 2008
- V-16. US Hispanic Postpaid Cell Phone Use by Education, 2008
- V-17. US Hispanic Average Monthly Expenditures on Wireline and Wireless,
2008
- V-18. US Hispanic Average Monthly Wireless Expenditures by Amount, 2008
- V-19. Percent of US Hisp. Spending >$100 per Month on Wireless by Income,
2008
- V-20. Percent of US Hisp. Spending >$100 per Month on Wireless by Ed., 2008
- V-21. Percent of US Hisp. Planning to Switch from Wireline to Wireless by
Inc., 2008
- V-22. US Hispanic Average Monthly Wireline Expenditures, 2008
- V-23. US Hispanic Average Monthly Prepaid Card Exp. by Amount, 2008
- V-24. US Hispanic Ave. Monthly Prepaid Card Exp. by Age Group, 2008
- V-25. US Hispanic Ave. Monthly Prepaid Card Exp. by Country of Origin, 2008
- V-26. US Hispanic Ave. Monthly Prepaid Card Exp. by Language Preference,
2008
- V-27. US Hispanic Ave. Monthly Prepaid Card Exp. by Income, 2008
- V-28. US Hispanic Ave. Monthly Prepaid Card Exp. by Education, 2008
- V-29. US Hispanic Ave. Monthly Prepaid Card Exp. by Acculturation, 2008
- V-30. Growth of US Residential Wireline and Wireless Exp., 2009-2014
- V-31. Growth of US Ethnic Residential Wireline and Wireless Exp., 2009-2014
- V-32. Growth of US Hispanic Residential Wireline and Wireless Exp.,
2009-2014
- V-33. Growth of African-Am. Residential Wireline and Wireless Exp.,
2009-2014
- V-34. Growth of Asian-American Residential Wireline and Wireless Exp.,
2009-2014
- V-35. Growth of Residential Wireline Exp. by Race/Ethnicity, 2009-2014
- V-36. Growth of Residential Wireless Exp.by Race/Ethnicity, 2009-2014
Table of Tables
Chapter II
- II-1. US Population, Actual and Projected, 2005 and 2050
- II-2. Top 25 Largest Hispanic Counties by Population 25
- II-3. Total US Hispanic Population by Region, 2000 and 2007
- II-4. Total Hispanic Households by DMA
- II-5. Top 10 Areas with Hispanic Household Income of $150K>
- II-6. Top 20 Zip Codes with a Concentration of Hispanics Earning $150K>
Chapter III
- III-1. Advertising Spending, 1Q2008 vs. 1Q2007
- III-2. Telecom and Top 10 Spanish Language Advert. by Vertical, Q12008 vs.
Q12007
- III-3. Verizon, AT&T and Alltel: Advertising Ranking and Revenue, 2008
- III-4. On-Demand Video Consump., by Type, Three-Month Ave. Ending Aug. 2008
- III-5. Ownership of Select Tech. by US Households, by Household Type, Dec.
2007-Jan. 2008
- III-6. US Population by Age, July 2005-July 2007
- III-7. US Online Video Viewers and Online Video Advert. Viewers, 2007-2012
- III-8. Dem.Profile: US Internet Social Networking Site Users, Nov.- Dec.
2008
Chapter IV
- IV-1. Hispanic Language Internet Preference Based on Gender and Age
Chapter V
- V-1. US Wireline End-User Switched Access Lines, 2000-2006
- V-2. US Wireline Telephone Calls, 1999-2006
- V-3. US Cellular-Only Subscribers by Age Range, 2007-2012
- V-4. Wireless Industry Overview (Mid-year 2008)
- V-5. Projected Hispanic Population Growth, 2009-2014
- V-6. Total US Residential Wireline and Wireless Exp., 2009-2014
- V-7. Total US Ethnic Residential Wireline and Wireless Exp., 2009-2014
- V-8. Total US Hispanic Residential Wireline and Wireless Exp., 2009-2014
- V-9. Total African-American Residential Wireline and Wireless Exp.,
2009-2014
- V-10. Total Asian-American Residential Wireline and Wireless Exp, 2009-2014
- V-11. Residential Wireline Expenditures by Race/Ethnicity, 2009-2014
- V-12. Residential Wireless Expenditures by Race/Ethnicity, 2009-2014
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