The purchasing power of minority demographics has grown significantly faster than the White demographic for more than a decade, a trend that is expected to continue for at least the next five years. Multicultural messaging has become an essential component of marketing strategy for wireless carriers that wish to target the increasingly diverse generations of power users.
In this report, Mintel takes a look at attitudes of multicultural consumers toward mobile phone technology and what they might be willing to spend on.
Analysis and insights offered include:
- What specific factors drive the purchasing decisions of multicultural cell phone users
- What kinds of services or strategies might be more effective with specific demographics
- What makes certain carriers more popular with minorities
- How marketers are targeting minorities in TV advertising
- How spending on phone bills varies by race/Hispanic origin
- Which racial/Hispanic origin demographics use cell phone features beyond voice and texting
- Which factors are more important to the various consumer groups when selecting a phone and a carrier
- How Spanish-dominant Hispanics differ from English-dominant
