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.
Please note: if more information / insights are needed, please contact a Valassis sales representative