Millennial Hispanics Might be the Key to Sprint’s Comeback

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By Max

Verizon is king of the wireless market, holding just shy of 35% of market share. AT&T is nipping at its heels at 32%. T-Mobile is about half of that, and in this bar-chart family picture, Sprint looks like the baby of the bunch.

More Struggling than Sprinting

Bloomberg called it a “death spiral” in January, 2016, after Sprint slashed prices, replaced much of its executive team, and eliminated 2,500 jobs.

In March of the same year, CNN reporter Hope King posited that Sprint’s “biggest problem” wasn’t the price, or the network, but rather a lack of identity.

Sprint CEO Marcelo Claure went on a country-wide tour to meet with wireless customers from all major carriers, learning what people don’t like (and what they do like) about their providers. He also learned that the wireless customers in these focus groups had no idea Sprint had implemented new customer service programs, and the first wireless commercial they could think of was Verizon’s old “Can you hear me now?” campaign.

This sounds like a job for a new agency! Which is exactly what Sprint is looking for right now.

Sprint is conducting a review of its media planning and buying assignment. MediaVest, the incumbent, will likely defend its position, but clearly the telecom company is interested in hearing fresh ideas.

In our Sprint Pitch Brief, we hit on an idea: Target the Millennial Hispanic audience.

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Meet the Millennial Hispanic

Right now, the U.S. Hispanic demographic is using the most wifi and cellular data out of any other group. In terms of age range, it’s all Millennial – between the ages of 18 to 34. If Sprint can succeed in appealing to this group, they might just be able to climb the ranks once more.

The growing Hispanic market is top of mind for most marketers today. And, as wireless carriers become more and more similar with their offerings (similar rates, unlimited data packages, etc.), the opportunity to differentiate from the competition lies in understanding how consumers are using their phones – and tailoring their experiences to fit those needs and wants.

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Fun facts about the Millennial Hispanic

According to Nielsen, Hispanics have the highest rates of satisfaction with their mobile providers. And, as we mentioned, they’re also the heaviest data users among multicultural groups.

Demographically, there’s almost a 50/50 split between male and female Hispanics. Most Millennial Hispanics don’t yet have kids, but 54% are already married. Their main interests are fashion, beauty & wellness, nightlife, and technology.

Sprint’s current audience only overlaps with the Hispanic Millennial Consumers demographic by 58% in these top interests, which means there’s a lot of room to grow if the brand can appeal to these consumers.

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As with all marketing, the question becomes:

Where are the target customers spending their time?

Fashion websites like Makeup Gallery and Yo Amo los Zapatos (not just about shoes) score highest in affinity and Beauty Tips N Tricks scored the highest for penetration – clearly, consumers are interested in beauty and fashion. But they’re also into video games. They show a strong preference for night clubs over bars.

If you dive into our Consumer Insights Suite, a clearer picture emerges. They’re downloading “Facebook for Every Phone” by the droves (a Facebook app for non-smartphones), indicating that A) They’re on Facebook a lot, and B) They’re not just buying smartphones. Sprint may want to emphasize their full range of phone options.

These consumers are also big Vin Diesel fans, so here’s a thought: Make Vin Diesel the next Sprint spokesperson, put the ad on Facebook, and invest in television commercial spots around soccer games (because they’re soccer fans too).

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Do you see how a few key insights can start to make a strategy come together?

For more insights into Sprint’s current audience – and how they compare with the Hispanic Millennial demographic, check out our new Sprint Pitch Brief.

Sign up here to get our Pitch Briefs sent to you hot off the presses.


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Topics: Knowledge; Infographic; New Business Pitch