Market Trends: Hispanic-Americans and Telecommunications Services

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