The growing importance of the ethnic market s telecom expenditures should beckon even the largest telecom providers. The objective of the study was to solicit feedback on consumers telecommunications usage and behavior among a random sample of the US population, as well as among a quota sample of ethnic groups. Additional random digital dialing quota sampling was conducted in order to bring the three ethnic groups of Asians, African-Americans, and Hispanics up to a minimum of 100 respondents for each ethnic group. Regarding telecom usage, the study showed that the ethnic telecom consumer spends more on almost every telecom service, owns more products and services, and plans to purchase more than the random sample. African-Americans and Hispanics spend much more of their telecom dollars than any other group on local calls.
Ethnic consumers purchase more service features than the random sample.
For example, both Hispanics and African-Americans were significantly higher than the random sample average of having at least one service feature. And African-Americans have more of those features than any other group. Copyright 2001 by The Insight Research Corporation.