2013-04-29 Scarborough Hispanic Consumers Infographic

1. Life Insurance PolicyHolders
62%
68%
46%
37%
46%
27%
65%
36%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������38%
52%
10%
30%
67%
3%
34%
56%
10%
41%
46%
13%
LIKELIHOODOFHOLDINGALIFEINSURANCEPOLICY
C
ULTURALORIENTATIO
N
NON-HISPANIC
HISPANIC
�����HCO
B CO
ACO
LEGEND
Hispanic Baby Boomers
are 73% more likely
to have life insurance
coverage versus
Hispanic Millennials.
Source: Scarborough USA+ Study, Release 2 2012 and
Scarborough/AHAA proprietary study based on Scarborough
Hispanic MMD, Release 1 2012. © 2013 Scarborough.
Hispanic Baby Boomers are
73%more likely than
their Hispanic
Millennial counterparts to
have life insurance policies.
Opportunity exists
among all Hispanics
for life insurance
companies as they
are overall less likely
than non-Hispanics
to be policy holders.
Smartphone Buyers
6% 6%
5%
8%
9%
10%
9% 9%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������35%
46%
19%
48%
38%
14%
68%
13%
19%
42%
33%
25%
LIKELIHOODOFBUYINGANEWSMARTPHONE
C
ULTURALORIENTATIO
N
Hispanic Millennials are
twice as likely as Hispanic
Baby Boomers to plan to
buy a new smartphone in
the next 12 months.
42% of Hispanic
Baby Boomers
have Bicultural
Orientation.
NON-HISPANIC
HISPANIC
�����HCO
B CO
ACO
LEGEND
W I R E L E S S S W I T C H E R S
Hispanic consumers are
77%more likely than
non-Hispanicsto
plan to switch wireless
providers in the next
twelve months.
Source: Scarborough USA+ Study, Release 2 2012 and Scarborough/AHAA proprietary
study based on Scarborough Hispanic MMD, Release 1 2012. © 2013 Scarborough.
For more information on this study or
AHAA: The Voice of Hispanic Marketing, please
contact us at info@ahaa.com or visit ahaa.org.
Haley Dercher • 646.517.1042 • dialog.scarborough.com
hdercher@scarborough.com • info@scarborough.com
R E S E A R C H P A R T N E R S P O N S O R E D B Y
NON-HISPANIC
HISPANIC
�����
B I CULTUR AL
ORIENTATION
ANGLO
CULTURAL
ORIENTATION
HI SPANI C
CULTURAL
ORIENTATION
LEGEND
Travel: ForeignTrips
35% 36%
50%
44%
35%
41%
37%
42%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������41%
31%
28%
42%
36%
22%
38%
28%
34% 43%
30%
27%
LIKELIHOODOFTAKINGFOREIGNTRIPS
C
ULTURALORIENTATIO
N
Hispanic Baby Boomers are the
most likely to have traveled
outside the continental U.S. in the
past three years. 40% more likely
than non-Hispanic Baby Boomers.
Source: Scarborough USA+ Study, Release 2 2012 and
Scarborough/AHAA proprietary study based on Scarborough
Hispanic MMD, Release 1 2012. © 2013 Scarborough.
Hispanic consumers are
more likely to travel
abroad than non-Hispanics.
Hispanic Baby Boomers are
22%more likely than
Hispanic Millennials
to travel outside the U.S.
Hispanic Generational
and Cultural OrientationTrends.
Hispanic Generational
and Cultural OrientationTrends.
The value of understanding cultural
orientation by generation.
How can marketers identifythe different business opportunities within the
generationally diverse Hispanic population? This custom studyfrom Scarborough,
commissioned byAHAA and AARP, highlights how marketers can reach Hispanic
Millennials, Generation Xers and Baby Boomers more effectively by embracing
cross-generational differences and cultural orientation.
*Scarborough defines the different American generations as Millennials (age 18-29),
Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).
MILLENNIALS
HISPANIC
CULTURAL
ORIENTATION
ANGLO
CULTURAL
ORIENTATION
GENERATION X
BABY BOOMERS
3.5
3.6
3.7
3.7
3.5
3.8
Generation X stands out as having
the highest Hispanic Cultural
Orientation — a trait usually
associated with Baby Boomers.
Not surprisingly,
Millennials showed
greatest orientation
toward Anglo Culture.
Surprisingly, all
Hispanic generational
groups showed a
degree of biculturality
or “cultural duality”
cultural orientation Measures the affinity
and usage of certain dimensions of culture (e.g., food, music,
language, media consumption, celebrations). Provides
marketers with specific, concrete measures on what Hispanics
are adopting culturally across the Anglo and Hispanic cultures.
acculturation Relies on proxy variables, such
as language and place of birth, and is different from
cultural orientation.
Cultural Orientation
by Hispanic Generational Segment
Source: Scarborough USA+ Study,
Release 2 2012 and Scarborough/AHAA
proprietary study based on Scarborough
Hispanic MMD, Release 1 2012.
© 2013 Scarborough.
Findings were statistically significant
between 90% – 99% confidence levels.
B R O U G H T T O Y O U B Y A H A A : T H E V O I C E O F H I S P A N I C M A R K E T I N G