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Published by: Mintel International Group Ltd.
Published: Feb. 1, 2010 - 69 Pages
Table of Contents- SCOPE AND THEMES
- What you need to know
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- SIM
- SNCS
- Terms
- EXECUTIVE SUMMARY
- Growth of minority spending power outpaces Whites
- Lower incomes and poor credit history drive no-contract and prepaid plans
- International calling is a strong driver for less acculturated segments
- Black respondents more passionate about mobile technology
- Black and Hispanic respondents spend more on monthly wireless bills
- Black and Asian respondents keen on advanced phones and mobile internet
- T-Mobile finds greater share among Spanish-dominant Hispanics
- Spanish-language households are more price sensitive and less satisfied
- African-American advertising is both aspirational and inspirational
- Spanish-language advertising ranges from relatable to romantic
- BACKGROUND FACTORS
- Minority purchasing power is growing faster
- African Americans
- Asian Americans
- Hispanics
- Figure 1: Buying power, by race/Hispanic origin, 2000-14
- Younger adult generations more ethnically diverse
- Figure 2: U.S. population age groups, by race/Hispanic origin, 2004-14
- Hispanics and Asians more likely to live in larger households
- Figure 3: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- MULTICULTURAL DRIVERS
- Prepaid and no-contract strategies target Blacks and Hispanics
- International calling is a strong consideration for Hispanics and Asians
- Prepaid calling cards
- International calling through the carrier
- Internet-based services
- Figure 4: International calling on a cell phone, by race/Hispanic origin, November-December 2009
- Multicultural differences go beyond age correlations
- White respondents more likely to remain with current provider
- Black and Asian respondents more likely to embrace advanced mobile services
- Black respondents integrate cell phone in their lives to a greater degree
- Figure 5: General attitudes toward cell phones, by age and race/Hispanic origin, November 2008-June 2009
- CELL PHONE OWNERSHIP
- Racial/Hispanic origin differences driven by household income and culture
- Figure 6: Cell phone ownership and types of service plans, by race/Hispanic origin, November 2008-June 2009
- Prepaid and no-contract plans more popular among Blacks and Hispanics regardless of income
- Figure 7: Cell phone ownership and types of service plans, by race/Hispanic origin and household income, November 2008-June 2009
- Figure 8: Cell phone ownership and types of service plans, by race/Hispanic origin and household income, November 2008-June 2009
- WIRELESS CARRIER BRANDS
- Carrier rankings reflect importance of no-contract and targeted marketing for multicultural respondents
- Figure 9: Popularity of wireless carriers, by race/Hispanic origin, November 2008-June 2009
- CELL PHONE SPENDING AND LOYALTY
- Black and Hispanic respondents show higher willingness to spend but lower carrier loyalty
- Figure 10: Average cell phone spending and time with carrier, by race/Hispanic origin, November 2008-June 2009
- ADVANCED CELL PHONE FEATURES
- Blacks and Asians more likely to use advanced features
- Asians and Hispanics look for ways to call internationally
- Figure 11: Usage of advanced cell phone features, by race/Hispanic origin, November-December 2009
- Higher usage by Black respondents seen among older respondents as well
- Figure 12: Usage of advanced cell phone features, by race/Hispanic origin and age, November-December 2009
- MOBILE INTERNET BROWSING
- Asian respondents may be earlier adopters of newer features
- Figure 13: Uses of the internet via cell phone, by race/Hispanic origin, November-December 2009
- Black and Hispanic respondents are more willing to pay for mobile internet
- Figure 14: Attitudes toward internet browsing via cell phone, by race/Hispanic origin, November-December 2009
- Minority women more likely to check email and compare prices with their phones
- Figure 15: Attitudes toward internet browsing via cell phone, by race/Hispanic origin and gender, November- December 2009
- Figure 16: Uses of the internet via cell phone, by race/Hispanic origin and gender, November-December 2009
- ATTITUDES TOWARD CELL PHONES
- Black and Asian respondents more likely to want bigger screens
- Figure 17: Attitudes toward cell phones, by race/Hispanic origin, November-December 2009
- Black and Asian respondents more likely to cite advanced handset functions as important
- Figure 18: Importance of cell phone characteristics, by race/Hispanic origin, November-December 2009
- ATTITUDES TOWARD WIRELESS CARRIERS
- Black and Asian respondents are more willing to switch for the right phone
- Figure 19: Attitudes toward wireless carriers, by race/Hispanic origin, November-December 2009
- Black and Asian respondents more concerned with internet speed
- Figure 20: Importance of wireless carrier characteristics, by race/Hispanic origin, November-December 2009
- SPANISH-LANGUAGE HOUSEHOLDS
- Spanish-leaning respondents less likely to own cell phones and contract plans
- Figure 21: Cell phone ownership and types of service plans among Hispanics, by language spoken in the home,
- November 2008-June 2009
- T-Mobile leads among Spanish-leaning Hispanics
- Figure 22: Cell phone ownership and types of service plans among Hispanics, by language spoken in the home,
- November 2008-June 2009
- International calling with prepaid card is critical feature for Spanish-speaking respondents
- Figure 23: Usage of advanced cell phone features, by language spoken in the home, November-December 2009
- Spanish-only respondents get worst reception at home
- Figure 24: Attitudes toward wireless carriers, by language spoken in the home, November-December 2009
- Spanish-only respondents are least likely to be happy with their phone
- Figure 25: Attitudes toward cell phones, by language spoken in the home, November-December 2009
- HISPANIC TELEVISION ADVERTISING
- T-Mobile leads among Spanish-dominant Hispanics despite lower advertising spending
- Figure 26: Advertising expenditure of major wireless carriers in Hispanic media, 2008
- T-Mobile’s leading share comes from relatable marketing
- Figure 27: T-Mobile: Hispanic Employee Comes Home (Spanish language), July 2009
- Figure 28: T-Mobile: Preparing for Dubai (Spanish language), March 2009
- Sprint ads target different Hispanic segments with primary service and Boost prepaid
- Figure 29: Sprint—Three Smartphones (Spanish language), November 2009
- Figure 30: Boost Mobile—No Abuse (Spanish language), August 2009
- U.S. Cellular runs inspiration ads in Spanish
- Figure 31: U.S. Cellular—Texting in the City (Spanish language), October 2009
- AFRICAN-AMERICAN TELEVISION ADVERTISING
- Black consumers targeted with music and aspirational messaging
- Figure 32: Boost Mobile—Where You At, November 2007
- Minority spokespersons carry both broad and specific appeal
- U.S. MULTICULTURAL POPULATION
- Key points
- U.S. POPULATION BY RACE/HISPANIC ORIGIN
- Figure 33: Population, by race/Hispanic origin, 1970-2020
- Figure 34: Asian, Black, and Hispanic populations, 1970-2020
- Figure 35: Population, by race and Hispanic origin, 2004-14
- U.S. POPULATION BY AGE AND RACE/HISPANIC ORIGIN
- Figure 36: Total U.S. population, by age, 2004-14
- Hispanic population by age
- Figure 37: U.S. Hispanic population, by age, 2004-14
- Black population by age
- Figure 38: U.S., Black population, by age, 2004-14
- Asian population by age
- Figure 39: U.S. Asian population, by age, 2004-14
- GEOGRAPHIC DISTRIBUTION
- Hispanic geographic concentration
- Figure 40: Graph: Hispanic population, by region, 2007
- Figure 41: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
- Figure 42: Hispanic population, states with greatest percentage increase, 2000-06
- African American geographic concentration
- Figure 43: Black geographic concentration, by region, 2007
- Black population by state
- Figure 44: States with largest Black population, 2008
- Figure 45: States with the highest share of Black residents, 2008
- Asian geographic concentration
- Figure 46: Asian geographic concentration, by region, 2008
- Asian population by state
- Figure 47: Top 10 states, by total Asian population and percentage of state total population, 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Mobile handset brands
- Figure 48: Cell phone brands, by race/Hispanic origin, November 2008-June 2009
- Advanced cell phone features
- Figure 49: Lack of interest in advanced cell phone features, by race/Hispanic origin, November-December 2009. 53
- Attitudes toward wireless carriers
- Figure 50: Attitudes toward wireless carriers, by race/Hispanic origin and gender, November-December 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractEffective marketing to multicultural consumers requires more specific targeting beyond simple racial or ethnic classifications. Broad racial/Hispanic origin demographics can be divided into sub-segments, based on factors such as household income and level of acculturation (e.g. primary language). Understanding the habits and needs of each sub-segment can lead to a higher level of connection with multicultural consumers and help avoid unforeseen alienation of potential customers with undesirable stereotypes.
The African-American demographic spends more on average on wireless services and shows higher enthusiasm for advanced mobile features. However, spending habits and preferences may vary with income level and age.
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