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.
 
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
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%
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%
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%
Average Age 45.3 44.2 49.2 46.4 39.9 45.4
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%
Average Income $53,384 $60,959 $41,845 $44,830 $49,336 $56,153
How many of the persons in your household are under the age of 18?
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%
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.
 
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              
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%
               
Age Range              
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
               
Annual HHI              
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
               
Number in HH under 18 years              
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%
               
HH Status              
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%
               
Ethnicity              
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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