Hispanic Consumer Survey

MyWireless.org® 2012 National Online Survey of Hispanic Consumers

Research by the Pew Internet Project indicates minority populations are avid users of wireless technology, so we wanted to learn about why and how they use wireless communication so much in their daily lives. We conducted a bipartisan survey of a nationally-representative sample of Hispanic likely voters and got some interesting results back.

Key Findings

  • Hispanic wireless phone customers, like other groups, are highly satisfied with wireless services and are apprehensive about adding new regulations
  • Like all wireless customers, Hispanics are very price sensitive
  • As a group, they are opposed to adding new regulations and fees
  • They believe that that current competition among wireless carriers provides them with enough choices so they can pick the device, plan, options and content that best fit their needs.

Survey Structure

The survey is divided into 9 sections. Jump to a section or explore the whole survey.

Consumer Lifestyle Back to Top

Other than making or receiving voice calls, which one of the following cellphone features is most important to you?
Reason Total 18-29 30-40 41-55 56-65 Over 65 Men Women
Texting 42 39 45 46 40 41 33 52
Internet Access 22 28 29 23 8 6 26 17
Taking Pictures 10 5 3 11 13 28 7 12
E-Mail 8 4 8 7 12 6 9 6
Apps 6 9 6 3 5 0 8 3
Music 4 4 6 4 0 0 4 3
Games 2 2 1 1 3 6 2 2
GPS Navigation 2 2 1 1 3 6 2 2
FM Radio Chip Set 1 1 0 1 0 0 1 1
Videos 0.2 1 0 0 0 0 0 1
Other 5 1 2 3 17 6 8 2
Regarding your cellphone service, which one of the following is the most important to you?
Total 18-29 30-40 41-55 56-65 Over 65 Men Women
Better value for your service 31 21 30 44 31 25 28 34
Improve coverage 28 35 25 21 28 41 27 30
Ensuring privacy/security 16 14 14 14 19 28 15 17
Access to Internet/Apps 14 19 18 11 9 3 16 12
Improving cellphone speed 7 10 8 6 5 0 10 4
Educate parent/content/minor 3 1 4 1 5 3 3 3
Other 1 0 1 2 3 0 2 1
If you had to choose one, which one of the following is the most important for you to have?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Cell/Smartphone 44 45 40 46 49 51 41 36 31 41 47
Broadband Internet 34 33 38 30 34 34 33 32 38 38 30
Cable/Satellite TV 11 10 15 10 9 10 14 13 6 10 13
Home Landline Phone 9 8 5 13 4 3 8 15 25 9 8
Don’t Know 3 4 3 1 3 2 3 4 0 3 3
Would you consider giving up your home landline phone and only use a cellphone?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Yes 45 47 42 44 57 45 44 33 31 47 42
No 29 27 31 29 16 24 31 37 53 27 31
Already Have 22 22 21 23 25 28 18 23 9 22 23
Don’t Know / Refused 5 4 6 5 2 4 6 7 6 5 5

Consumer Satisfaction Back to Top

Overall, are you satisfied or dissatisfied with your cellphone service?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Satisfied 92 92 91 96 93 95 84 99 94 94 91
Dissatisfied 7 8 9 4 6 5 15 1 6 6 8
Considering the price you pay for your cellphone service and the benefits it provides you, do you consider the value of your cellphone service to be excellent, good, fair or poor?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Excellent/Good 73 75 70 70 73 76 61 81 78 74 71
Fair/Poor 27 24 30 30 26 25 39 19 22 27 28

Government Regulations Back to Top

Do you believe adding new government regulations on cellphone service would make your cellphone service better or worse?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Better 24 28 19 21 25 36 19 15 22 28 20
Worse 29 25 33 31 37 26 25 28 25 32 25
No Difference 26 29 25 19 20 17 31 35 31 28 24
Don’t Know 22 18 23 29 19 21 24 23 22 13 31
Do you believe adding new government regulations on cellphone service would make your cellphone service more expensive or less expensive?
More Expensive Less Expensive No Difference Don’t Know
Total 51 13 18 19
Urban 46 17 21 16
Suburban 60 3 14 23
Rural 51 14 17 18
18-29 54 17 19 10
30-40 49 13 16 21
41-55 51 14 17 18
56-65 48 8 17 27
Over 65 56 3 25 16
Men 53 14 21 12
Women 49 11 15 26
Under $60K 53 14 17 16
Over $60K 47 12 20 22
Do you agree or disagree with the following statement?
“Companies competing for wireless customers give consumers enough choices so they can pick the wireless device, plan, options and content that best fits their needs?”
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Agree 80 81 76 83 87 81 69 84 84 84 76
Disagree 17 16 21 13 13 16 26 15 6 13 20
Don’t Know 3 3 3 4 1 3 5 1 9 3 4

Applications Back to Top

Wireless carriers have rules that protect the privacy of their customers’ communications and transactions. Do you believe that applications downloaded from all “app” stores – especially services based on your location, should be required to abide by the same set of privacy protections?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Yes 76 78 75 74 81 79 76 75 59 76 77
No 8 8 9 7 7 8 11 4 13 8 8
Don’t Know 16 14 15 19 12 13 13 21 28 16 15
What type of “apps” do you or would you use most often on your cellphone or other wireless device?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Social Networking 25 26 23 27 37 35 20 9 16 21 30
GPS/Maps 15 12 16 20 9 15 13 19 25 13 17
Weather 10 13 6 10 9 6 12 13 13 10 10
Entertainment 10 11 9 12 18 12 8 5 0 12 9
Banking/Finance 8 9 7 7 9 8 8 5 9 9 7
News/Politics 8 9 6 6 3 8 11 8 6 9 6
Sports 4 4 6 2 7 5 3 3 0 8 1
Health/Fitness 3 3 4 0 1 3 1 7 3 2 4
Restaurants/Dining 1 1 2 2 1 1 1 1 3 1 2
Education 1 1 2 0 2 0 2 0 0 1 1
Other 15 12 20 13 3 6 20 29 25 16 14
Do you use your cellphone to access or manage personal information like bank accounts, membership accounts, account passwords, bills or statements?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women Under $60K Over $60K
Yes 38 49 27 26 66 51 24 15 9 45 30 38 37
No 61 49 73 71 32 46 75 84 91 53 68 61 62
Don’t Know 2 3 0 2 2 3 1 1 0 2 2 1 2

Digital Downloads Back to Top

How often would you say you purchase online digital downloads such as ringtones, music, videos, games, books, software or apps to your cellphone or other wireless device?
Total 18-29 30-40 41-55 56-65 Over 65 Men Women Under $60K Over $60K
DOWNLOAD 62 83 76 55 37 41 68 57 61 61
Everyday 6 16 8 2 0 0 9 3 6 6
Once/Twice a Week 11 20 13 7 3 3 14 7 10 10
Once/Twice a Month 19 25 29 16 7 9 21 17 16 24
Rarely 27 23 26 29 28 28 23 30 30 21
NEVER 37 14 24 46 63 59 31 42 38 39
Don’t Know 1 3 1 0 0 0 1 1 1 1
Which statement do you agree with more on the issue of taxing the purchases of online digital downloads?
  1. Federal guidelines should establish one fair and consistent set of taxes to apply to purchases of online digital downloads.
  2. Each state should have the right to decide how its state taxes the purchases of online digital downloads, even if it means the consumer could be subject to taxes from multiple jurisdictions for the same purchase.
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Federal 50 50 50 50 44 49 54 59 41 47 54
State 27 31 21 25 38 30 20 19 28 32 22
Don’t Know 23 19 28 25 19 21 26 23 31 22 25

Taxes & Fees Back to Top

From what you know, about what percentage of your monthly cellphone bill is taxes and fees?
Less than 5% 5% to 9% 10% to 14% 15% to 19% 20% or more Don’t know Mean %
Total 13 28 18 9 7 26 10.5%
Urban 12 35 16 6 10 21 10.4%
Suburban 11 24 26 10 3 27 10.4%
Rural 16 18 13 12 8 33 11.0%
18-29 13 34 19 5 5 24 9.7%
30-40 15 30 12 10 9 24 10.5%
41-55 11 24 17 9 10 28 11.4%
56-65 13 29 21 9 7 20 10.5%
Over 65 6 16 28 9 0 41 10.9%
Men 13 29 22 9 6 21 10.4%
Women 12 28 14 8 8 31 10.7%
Under $60K 14 32 15 8 7 24 10.2%
Over $60K 11 23 25 9 8 25 11.2%
Do you think the tax rate on your monthly cellphone service should be lower, the same or higher than the taxes you pay on general goods and services, which is approximately 7%?
Lower The Same Higher Don’t Know
Total 61 27 3 10
Urban 58 29 5 9
Suburban 61 27 2 11
Rural 69 23 0 8
18-29 52 34 3 10
30-40 61 27 4 8
41-55 65 24 2 9
56-65 61 28 1 9
Over 65 72 13 3 13
Men 58 30 4 7
Women 64 24 1 12
Under $60K 62 26 2 10
Over $60K 56 33 5 6
Would you support or oppose Congress passing a 5-year freeze or moratorium on all new wireless taxes and fees, which would prohibit states and municipalities from raising taxes and fees on wireless services?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women Under $60K Over $60K
Support 85 87 85 81 77 87 87 89 88 87 83 85 85
Oppose 7 8 3 8 17 2 5 4 6 8 6 7 6
Don’t Know 8 5 12 11 6 11 8 7 6 5 11 8 9

Parental Controls Back to Top

Are you aware or do you use parental controls or settings offered by wireless carriers that allow parents to limit a child’s cellphone use, a child’s internet access, and texting and downloading?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
YES 74 77 77 64 87 76 70 64 72 82 66
Aware/Use 26 31 24 16 31 33 27 13 13 29 22
Aware/Don’t Use 49 46 53 49 55 43 42 51 59 53 43
NO 24 20 22 35 14 24 26 33 25 16 32
Don’t Know 2 3 1 1 0 1 4 3 3 2 2

Account & Consumer Tools Back to Top

Are you aware or unaware that all major wireless carriers provide voluntary account tools to customers such as notification alerts or updates on your usage to keep you informed and give you the opportunity to access your account and manage your wireless services if needed?
Total Urban Suburban Rural 18-29 30-40 41-55 56-65 Over 65 Men Women
Aware 57 54 62 58 67 64 44 56 47 58 56
Unaware 35 40 30 31 28 31 46 35 41 35 35
Don’t know 8 6 9 11 5 5 10 9 13 6 9

Methodology

McLaughlin & Associates partnered with Penn Schoen Berland to develop and conduct a bipartisan national online survey of 400 adult Hispanic wireless phone users, who are likely voters. The survey was conducted between April 4-11, 2012. All interviews were conducted online and respondents were given a choice to take the survey in English or Spanish. Interview selection was at random within predetermined geographic units. These units were structured to statistically correlate with actual census of the Hispanic population. The accuracy of the sample of 400 adult Hispanic wireless phone users, who are likely voters, is within +/- 4.9% at a 95% confidence interval. The survey results in this summary have been rounded and the wording for each question is verbatim from the questionnaire.