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Consumer Communications in the United States 2007
Mintel, May 2007, Pages: 116


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This report provides a comparative examination of non-PC-based consumer communications, including landlines, cellular telephones, and television service. Triple-play offers (telephone, internet and cable service all on one bill) are examined within this context. We find that these offers herald increasing commoditization in the market, as communications providers consolidate on a corporate and technological level. As a result, strategies that focus on avoiding commoditization are a central theme of the report.

This report provides a thorough summary of industry happenings as well as insights necessary to make strategic decisions in the communications market. The report also provides the data necessary to identify and target receptive demographics, offer new products and services that take advantages of growth trends, and reach underserved groups more quickly and effectively.

We address a number of issues and developments that will change the shape of the communications industry in the next few years:

- The rise of triple-play offers and how consumers are responding
- Growth areas that remain for cellular service
- Prevalent trends in communications advertising, and how to differentiate marketing
- Consumer interest in “pull” advertising, which entices consumers to view advertising voluntarily on cell phones, online or via DVR
- Building brand loyalty among younger communications consumers
- Knowing which consumers use which media, and why
- Consumer communications is defined to include television, telephone, and instant messaging services for home, personal, business and entertainment purposes.


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