Tuesday, August 19, 2003

Minorities Drive Handset Sales

Minorities will be a driving force in the mobile phone market, as high percentages within these segments are planning to buy a mobile phone in the next 12 months, according to Parks Associates' U.S. Mobile Market Intelligence. The report found nearly one-third (31%) of African-Americans and 14% of Hispanics are planning to buy a mobile phone within that time period, compared with just 10% of Whites.

Minorities were also more likely to be first-time buyers of mobile phones. Among Whites, just 3% of likely mobile phone buyers did not already own a phone. Conversely, 8% of African-Americans and 7% of Hispanics would be first-time buyers.

"These findings clearly have big implications for the cellular industry," said John Barrett, the report's author and analyst for Parks Associates. "In terms of subscriber growth and handset sales, minorities are becoming much more important, and were already seeing operators change their marketing and pricing as a result."

The data and forecasts contained in U.S. Mobile Market Intelligence are based on surveys of over 11,000 households, interviews with industry executives, and primary research. The report provides statistical profiles of current and likely mobile phone owners, an analysis of the industry's financial performance, and detailed forecasts of subscriber growth and handset sales.

From the article "Minorities Drive Handset Sales."

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