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BIGresearch

Telecom / Pay TV

Wireless Industry Demographic Profile

Source: BIGresearch CIA, April 2010
How to read:
Prepaid cell phone users tend to be older and have a lower HHI; contract plan with a monthly bill cell phone users tend to skew younger and have a slightly higher HHI.
 
Which statement best
describes your current cell
phone service?
All
Consumers
Contract plan
w/monthly bill
Prepaid Monthly
plan w/no
contract
Respondents Selected: 8,197 4,797 1,040 683
Gender        
Male 49% 47% 46% 47%
Female 51% 53% 54% 53%
         
Marital Status        
Married 49% 52% 46% 44%
Single, never married 27% 26% 26% 26%
Other 25% 23% 28% 30%
         
Age Range        
18-24 13% 16% 7% 11%
25-34 18% 19% 11% 20%
35-44 19% 18% 20% 19%
45-54 19% 18% 24% 19%
55+ 32% 30% 38% 31%
Average Age 45.3 43.9 49.3 45.4
         
Annual HHI        
Less than $15,000 13% 9% 16% 18%
$15,000 - $34,999 27% 22% 36% 31%
$35,000 - $49,999 17% 16% 19% 15%
$50,000 - $74,999 21% 24% 17% 19%
$75,000+ 23% 29% 12% 17%
Average Income $54,918 $61,776 $42,786 $48,039
         
Number in HH under 18 years        
None 70% 69% 74% 67%
At least one 30% 31% 27% 33%
         
Ethnicity        
African American/Black 9% 9% 11% 14%
Asian 4% 4% 3% 3%
Multi-Racial 2% 2% 2% 3%
Native American 1% 1% 1% 1%
White/Caucasian 81% 82% 82% 74%
• Hispanic/Latino/Spanish descent 7% 7% 5% 11%
Other race or ethnic heritage 3% 2% 2% 5%



Pay TV Industry Demographic Profile

Source: SIMM-Dec 09
How to read:
The VoIP subscriber is more likely to be male, affluent, and have at least one person in their HH under 18 than the subscribers of other Pay TV services.
 
Do you subscribe
or regularly use
the following Pay
TV services?
All Cable TV Satellite TV Fiber Optic
TV/Internet
Access
High
Speed
Internet
VoIP Pay Cable
Channels
(HBO,
Showtime,
etc.)
Respondents Selected: 23373 15024 6732 2638 17461 1354 3659
Gender              
Male 49% 50% 52% 59% 52% 71% 54%
Female 51% 50% 48% 41% 48% 29% 46%
               
Age Range              
18-34 31% 32% 27% 32% 29% 31% 31%
35-54 38% 38% 39% 36% 39% 42% 40%
55+ 31% 30% 34% 32% 32% 27% 29%
Average Age 45.1 44.9 46.4 44.9 45.6 44.2 44.5
               
Annual HHI              
Less than $25,000 17% 15% 14% 12% 15% 12% 14%
$25,000 - $49,999 27% 26% 26% 20% 26% 19% 26%
$50,000 - $74,999 23% 23% 23% 23% 23% 22% 22%
$75,000 + 34% 36% 37% 44% 36% 47% 38%
Average Income $66,369 $68,903 $68,245 $77,641 $74,723 $80,197 $71,375
               
Number in HH under 18 years              
None 65% 64% 63% 63% 65% 58% 64%
At least one 35% 36% 37% 37% 35% 42% 36%
               
HH Status              
Own 66% 65% 75% 71% 68% 70% 64%
Rent 25% 26% 17% 21% 24% 24% 27%
Live with
Parents/Family
9% 9% 8% 8% 8% 6% 9%
               
Ethnicity              
African American/Black 14% 14% 12% 13% 13% 12% 19%
Asian 3% 3% 3% 4% 3% 4% 2%
Multi-Racial 4% 4% 3% 3% 4% 5% 4%
Native American 1% 1% 1% 2% 1% 1% 1%
White/Caucasian 73% 72% 74% 72% 73% 72% 66%
Hispanic, Latino or Spanish descent 16% 16% 16% 19% 15% 15% 18%
Some other race or ethnic 6% 6% 6% 7% 6% 4% 7%

Understanding consumer demographic differences helps to know who to target for specific services.

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