Media Influence on Telecom Purchases

IAB conducted a custom analysis of syndicated Prosper Insight data to look at the consumer purchase plans and media behaviors of US consumers around Telecommunications Services and Mobile Phones. The study compared the purchase plans and influence of various media types on US Adults 18 and older and compared them to Hispanic Americans, African Americans and Asian Americans 18 and older. Some key implications are below.

Multicultural Consumers Shop Differently From the General Population

While there are some commonalities between multicultural consumers and the general population (like ranking Pricing as their #1 reason for switching and ranking ‘Trusted brand’ as a smartphone’s most important attribute), each group of consumers shops differently for a mobile phone or plan. Different multicultural groups prioritize the . . .