Diffusion of Location Based Services and Targeting
DIFFUSION OF LOCATION BASED SERVICES AND TARGETING U.S. HISPANICS: A CASE STUDY Jennifer Yepez, B.A. Thesis Prepared for the Degree of MASTER OF ARTS UNIVERSITY OF NORTH TEXAS December 2011 APPROVED: Alan B. Albarran, Major Professor and Chair of the Department of Radio, Television and Film Samuel Sauls, Committee Member Jiyoung Cha, Committee Member James D. Meernik, Acting Dean of the Toulouse Graduate School Yepez, Jennifer. Diffusion of Location Based Services and Targeting U.S. Hispanics: A Case Study. Master of Arts (Radio, Television and Film), December 2011, 94 pp., 10 tables, 13 illustrations, references, 163 titles. This study reviews factors that identify U.S. Hispanics as being an ideal target market for adopting Location Based Services (LBS). By using the diffusion of innovation theory, an observed pattern of Hispanics’ adoption of technology, advertisements, smartphones and various smartphone value-added services reveals U.S. Hispanics to be more likely to adopt LBS than non-Hispanics. The study also identifies the top U.S. cell phone wireless providers and analyzes their marketing position towards U.S. Hispanics. AT&T, Sprint, T-Mobile and Verizon are noted as marketing their services to U.S. Hispanics via in-culture messages and campaigns. The four wireless providers also utilize LBS as a profitable tool and market LBS to their customers, regardless of ethnicity. Copyright 2011 by Jennifer Yepez ii TABLE OF CONTENTS Page LIST OF TABLES ............................................................................................................ v LIST OF FIGURES .......................................................................................................... vi Chapters I. INTRODUCTION .......................................................................................................... 1 Definition of Terms Marketing Screens Uses of Location Based Services Cell Phone Penetration and Usage in the United States Hispanic Population in the United States Purpose II.
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