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Wireless Services for Polish-Americans. How to Win: Hearts and Minds Marketing (Survey)

  • ID: 53523
  • Report
  • October 2004
  • 17 pages
  • Global Advertising Strategies
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As an ethnic market, Polish-American market is under-serviced by current targeted marketing efforts compared to the activities in long- distance telecom, airline and financial services industries. The only wireless companies mindful of this community are independent dealers who are typically community-oriented and thus can't sway a large consumer demographic one way or the other.

The largest Eastern European ethnic group in the U.S. – Polish-Americans -- should be one of the most important to the wireless industry, but it is largely ignored. This is a case when numbers should do the talking: 83% of Polish Americans use mobile phones generating almost $900 million in annual revenue for mobile carriers, and that's not counting equipment and accessory sales.

Key Market Characteristics:

1.The top feature Poles use on their phones is text messaging – an echo of the SMS epidemic that has consumed Europe.

2. A significantly large percentage of Polish Americans buy prepaid mobile plans – another wireless culture export, as this form of payment for mobile services is very popular in Central Europe.

3. Not surprisingly, a large percentage of Polish Americans use their cell phones to call internationally, something most Americans just don't do, and that has the potential to generate much higher per-user income for providers.

How many marketers in wireless industry ever thought about how much James Kowalski, a Caucasian male, age 35, living in Chicago, has in common with his coeval John Doe living in Little Rock, Arkansas? We believe very few, since Global has not registered any meaningful marketing activity aimed at Polish-Americans by wireless carriers or vendors. That attitude is hard to believe when you look at the numbers. The study not only quantifies the size of the marketing opportunity with Polish-Americans (people like James Kowalski) for wireless products and services; it also discusses how wireless service providers, phone manufacturers and dealers can win these customers over.
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Introduction
Market Data
Major Ethnic Groups in the US
Possession of Bachelor’s Degree or Higher among the Ethnic Markets in the US
Eastern and Central European American Markets. Population Distribution
Methodology
Subjects
Procedure
Market Of Polish-Americas
Detailed Results
Market Share of Wireless Phone Providers
Choice Between Prepaid vs. Contract-based Services
Features that Play a Key Role in Choosing Wireless Provider
Sources of Information that Played at Least Some Role in Choosing Wireless Provider
Market Share of Cell Phone Manufacturers
Features that Play a Key Role in Choosing Cellular Phone
Usage of Additional Phone Features
Average Cell Phone Bill
Percentage of Respondents who Use Their Cell Phone to Make International Calls
Percentage of Respondents Who Use Their Cell Phone Abroad
Evaluation Charts
Verizon Wireless
AT&T Wireless
T-Mobile
Sprint PCS
Cingular
Nextel
Note: Product cover images may vary from those shown
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