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Telecom
/ Pay TV Wireless Industry Demographic Profile
Source: BIGresearch CIA, July 2011
How to read:
Prepaid cell phone users tend to be slightly older and have a lower HHI, contract plan with a monthly bill cell phone users trend to skew slightly younger and have a slightly higher HHI. Those respondents who have switched in the last year are more likely to be single, younger and have a lower HHLD income compared to non-switchers. |
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| Which statement best describes your current cell phone service? |
All Consumers | Contract plan with monthly bill | Prepaid service | Monthly plan w no contract | Switched cell phone provider in last year | Not switched cell phone provider in last year |
| Respondents Selected: | 8684 | 4831 | 1168 | 989 | 809 | 6769 |
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What is your gender? |
| Male | 48.7% | 46.9% | 49.1% | 45.4% | 46.6% | 48.0% |
| Female | 51.3% | 53.1% | 50.9% | 54.6% | 53.4% | 52.0% |
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What is your marital status? |
| Married | 47.2% | 50.7% | 44.5% | 42.2% | 41.3% | 48.9% |
| Living with Unmarried Partner | 9.0% | 9.2% | 9.2% | 10.4% | 12.2% | 9.0% |
| Divorced or separated | 11.8% | 10.7% | 14.6% | 15.0% | 10.2% | 11.8% |
| Widowed | 5.0% | 4.6% | 5.7% | 5.2% | 3.7% | 4.8% |
| Single, never married | 27.1% | 24.8% | 26.0% | 27.1% | 32.6% | 25.5% |
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Please tell us which age range you are in: |
| 18-24 | 13.1% | 14.6% | 7.5% | 11.9% | 18.9% | 12.9% |
| 25-34 | 17.9% | 19.0% | 13.4% | 15.2% | 25.9% | 17.5% |
| 35-44 | 17.9% | 18.5% | 16.7% | 18.1% | 19.7% | 17.9% |
| 45-54 | 19.2% | 18.1% | 22.7% | 21.8% | 15.7% | 19.7% |
| 55-64 | 15.0% | 14.8% | 17.7% | 15.2% | 9.9% | 15.4% |
| 65+ | 17.0% | 15.0% | 22.0% | 17.9% | 9.9% | 16.6% |
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Average Age |
45.3 | 44.2 | 49.2 | 46.4 | 39.9 | 45.4 |
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What is the annual total income of your household? |
| Less than $15,000 | 12.6% | 8.2% | 18.1% | 15.8% | 16.4% | 10.7% |
| $15,000 to $24,999 | 13.1% | 10.0% | 17.5% | 15.9% | 14.4% | 11.7% |
| $25,000 to $34,999 | 14.9% | 13.3% | 18.3% | 17.8% | 15.5% | 14.5% |
| $35,000 to $49,999 | 17.0% | 17.4% | 16.6% | 18.8% | 14.5% | 17.6% |
| $50,000 to $74,999 | 20.3% | 22.9% | 17.7% | 17.3% | 19.8% | 21.3% |
| $75,000 to $99,999 | 10.9% | 13.8% | 6.6% | 7.9% | 10.5% | 11.9% |
| $100,000 to $149,999 | 7.9% | 10.1% | 4.2% | 5.0% | 6.5% | 8.8% |
| $150,000 or more | 3.2% | 4.4% | 1.1% | 1.6% | 2.5% | 3.5% |
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Average Income |
$53,384 | $60,959 | $41,845 | $44,830 | $49,336 | $56,153 |
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How many of the persons in your household are under the age of 18?
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| 0 | 66.2% | 63.8% | 73.0% | 65.0% | 56.4% | 66.4% |
| 1 | 15.4% | 16.7% | 12.6% | 17.1% | 19.1% | 15.7% |
| 2 | 11.6% | 12.9% | 9.2% | 10.8% | 14.5% | 11.7% |
| 3 | 4.3% | 4.3% | 3.4% | 5.1% | 5.8% | 4.1% |
| 4 | 1.8% | 1.8% | 1.1% | 1.7% | 3.1% | 1.7% |
| 5 or more | 0.7% | 0.6% | 0.7% | 0.4% | 1.2% | 0.5% |
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Which ONE of the following categories best describes your race? |
| African American/Black | 10.6% | 9.6% | 10.1% | 15.1% | 14.4% | 10.3% |
| Asian | 3.5% | 3.9% | 2.5% | 1.7% | 5.4% | 3.3% |
| Multi-Racial | 2.2% | 2.1% | 1.9% | 2.0% | 3.9% | 1.9% |
| Native American | 1.1% | 1.0% | 1.6% | 1.0% | 1.5% | 1.1% |
| White/Caucasian | 80.4% | 81.3% | 82.8% | 75.6% | 71.7% | 81.3% |
| Some other race or ethnic heritage | 2.2% | 2.0% | 1.1% | 4.5% | 3.1% | 2.0% |
Pay TV Industry Demographic Profile
Source: SIMM-June 11
How to read:
TheFiber Optic TV/Internet subscriber is more likely to be male and own their own home than the average consumer. |
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Do you subscribe or
regularly use the following Pay
TV services? | All Consumers | Cable TV | Satellite TV | Fiber Optic TV/Internet | High Speed Internet Access | Streaming Video - Cellphone | Voice
Over IP |
| Respondents Selected: | 23,234 | 14,562 | 6,320 | 2,685 | 16,878 | 1,335 | 3,489 |
| Gender |
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| Male | 48.7% | 48.1% | 49.2% | 57.5% | 49.9% | 59.2% | 64.6% |
| Female | 51.3% | 51.9% | 50.8% | 42.5% | 50.1% | 40.8% | 35.4% |
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| Age Range |
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| 18-24 | 13.1% | 11.6% | 11.9% | 14.0% | 11.6% | 28.5% | 16.4% |
| 25-34 | 17.9% | 17.2% | 16.7% | 19.2% | 17.5% | 30.7% | 18.3% |
| 35-44 | 17.9% | 17.9% | 19.0% | 16.9% | 18.4% | 19.7% | 19.1% |
| 45-54 | 19.2% | 19.4% | 19.8% | 18.1% | 19.8% | 12.5% | 19.6% |
| 55-64 | 15.0% | 15.9% | 14.2% | 15.2% | 15.3% | 5.0% | 12.6% |
| 65+ | 17.0% | 18.0% | 18.4% | 16.7% | 17.4% | 3.6% | 14.0% |
| Average | 45.3 | 46.2 |
46.0 | 44.9 | 45.9 |
34.5 | 43.3 |
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| Annual HHI |
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| Less than $15,000 | 8.7% | 7.0% | 7.3% | 6.5% | 7.9% | 9.8% | 8.3% |
| $15,000 to $24,999 | 8.8% | 7.6% | 8.7% | 6.3% | 8.3% | 7.1% | 5.5% |
| $25,000 to $34,999 | 10.7% | 10.6% | 9.8% | 8.7% | 10.6% | 9.2% | 8.3% |
| $35,000 to $49,999 | 16.1% | 15.7% | 16.4% | 13.6% | 16.3% | 13.9% | 12.3% |
| $50,000 to $74,999 | 22.6% | 23.0% | 23.4% | 21.3% | 23.2% | 21.4% | 20.7% |
| $75,000 to $99,999 | 15.3% | 16.4% | 16.5% | 17.9% | 15.5% | 17.2% | 19.5% |
| $100,000 to $149,999 | 12.6% | 13.8% | 12.9% | 17.4% | 13.0% | 14.3% | 16.1% |
| $150,000 or more | 5.2% | 6.0% | 5.1% | 8.3% | 5.3% | 7.3% | 9.3% |
| Average Income | $65,128 |
$68,492 | $66,398 | $75,626
| $66,089 | $70,009 |
$75,916 |
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| Number in HH under 18 years |
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| None | 66.8% | 67.5% | 63.3% | 65.3% | 66.6% | 51.6% | 62.8% |
| At Least One | 33.2% | 32.5% | 36.7% | 34.7% | 33.4% | 48.4% | 37.2% |
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| HH Status |
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| Own | 63.8% | 63.9% | 73.5% | 68.6% | 64.9% | 51.4% | 65.1% |
| Rent | 27.6% | 28.2% | 18.4% | 24.2% | 27.2% | 35.4% | 25.8% |
| Live with Parents/Family | 8.7% | 7.9% | 8.1% | 7.2% | 7.9% | 13.1% | 9.2% |
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| Ethnicity |
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| African American/Black | 15.0% | 16.0% | 13.1% | 15.3% | 14.4% | 20.2% | 17.9% |
| Asian | 3.4% | 3.0% | 2.9% | 4.3% | 3.2% | 6.0% | 6.9% |
| Multi-Racial | 3.6% | 3.4% | 3.5% | 4.5% | 3.6% | 6.4% | 5.2% |
| Native American | 1.2% | 1.0% | 1.5% | 1.3% | 1.2% | 2.0% | 2.2% |
| White/Caucasian | 71.9% | 71.9% | 73.9% | 69.9% | 72.9% | 58.0% | 63.7% |
Some other race or
ethnic heritage | 4.9% | 4.7% | 5.0% | 4.8% | 4.8% | 7.5% | 4.0% |
Understanding consumer demographic differences helps to know who to target for specific services.
Please note: if more information /
insights are needed,
please contact a
Valassis sales
representative
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