Culture Shock: Trends in Ethnic Marketing: Industry Report

Culture Shock: Trends in Ethnic Marketing

Product Type: Market Research Report
Published by: In-Stat
Published: June 2005
Product Code: R97-2027

Description

Service providers are making special provisions to target specific ethnic groups for their products and services. These targeted marketing initiatives are addressing an underserved consumer segment by catering to the specific wants of ethnic communities. This report provides current subscriber forecasts for voice and data services, segmented by income. The report also provides detailed primary research data outlining how different ethnic groups react to marketing initiatives, and what factors are most influential in their purchase decision for telecom services. Finally, provider profiles outline the current ethnic marketing initiatives of top telecom providers.

Table of Contents

Table
of Contents

Executive Summary

Methodology
- Forecasting
  Techniques
- Structured
  Research Sources
  - Consumer
    Telecom Survey, 2005
  - Consumer
    Internet Survey, 2005
  - US Census
    Bureau

Market Demographics
- US Population
- US Households
  - US Population
    by Ethnicity

Home Sweet Home

What Matters
Most

Services
- Loyalty Factors
  by Ethnicity

Influencers
- Broadband &
  Broadband Applications
- Wireless &
  Wireless Applications

Provider Initiatives
- BellSouth
- Comcast
- Cox
- Qwest
- Sprint
- Verizon

Forecast
- Local Wireline
  Voice
- Long Distance
  Wireline Voice
- Dial-up Internet
- Broadband Internet

Conclusion

List
of Tables

Table 1. US Population
by Ethnicity (in Thousands)-2004-2009

Table 2. Household
Income by Ethnicity

Table 3. Area of
Residence (Rural, Urban, Suburban by Ethnicity)

Table 4. Structure
of Residence by Ethnicity

Table 5. Other
Residents in Household by Ethnicity

Table 6. Marital
Status of Respondent by Ethnicity

Table 7. Presence
of Children in the Home and Mean Age by Ethnicity

Table 8. Services
Viewed as a Necessity by Ethnicity (Multiple Responses Accepted)

Table 9. Qualities
Inspiring Loyalty by Ethnicity (Multiple Responses Accepted)

Table 10. Importance
of Parental Control Features by Ethnicity

Table 11. Factors
Impacting Choice of Service by Ethnicity

Table 12. Importance
of a Retail Presence on Purchase Decision by Ethnicity

Table 13. Perceptions
of a Provider Having a Neighborhood Presence by Ethnicity

Table 14. Factors
Important in Choosing a Local Phone Provider by Ethnicity (Multiple
Responses Accepted)

Table 15. Factors
Important in Choosing a Long Distance Provider by Ethnicity

Table 16. Factors
Important in Choosing a Wireless Phone Provider by Ethnicity

Table 17. Factors
Important in Choosing a Cable TV Provider by Ethnicity

Table 18. Influencers
on Purchase of Broadband Service (Average Rank on Scale of 1 to 5)

Table 19. Influencers
on Purchase of Downloaded Music/Video Content (Average Rank on Scale
of 1 to 5)

Table 20. Influencers
on Purchase of Online Gaming (Average Rank on Scale of 1 to 5)

Table 21. Influencers
on Purchase of Instant Messaging (Average Rank on Scale of 1 to 5)

Table 22. Influencers
on Purchase of Wireless Phone Service (Average Rank on Scale of 1 to
5)

Table 23. Influencers
on Purchase of Wireless Instant Messaging (Average Rank on Scale of
1 to 5)

Table 24. Local
Voice Subscribers By Ethnicity (in Thousands)

Table 25. Local
Voice Revenues By Ethnicity (in Thousands)

Table 26. Long
Distance Voice Subscribers By Ethnicity (in Thousands)

Table 27. Long
Distance Voice Revenues By Ethnicity (in Thousands)

Table 28. Dial-up
Internet Subscribers By Ethnicity (in Thousands)

Table 29. Dial-up
Internet Revenues By Ethnicity (in Thousands)

Table 30. Broadband
Internet Subscribers By Ethnicity (in Thousands)

Table 31. Broadband
Internet Subscribers By Ethnicity (in Thousands)

List
of Figures

Figure 1. Advertising
Most Affecting Choice of Service, by Ethnicity

Figure 2. US Population
(in Thousands)-2004-2009

Figure 3. Total
US Households (in Thousands)-2004-2009

Ordering and More Information

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