Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology

The Hispanic Millennial Project
Wave 5: Media, Entertainment & Technology
July 2015

Agenda
• Wave 5 Research Unveiling
– Introduction
– Why Hispanic Millennials?
– What we discovered
– Ten Key Themes
– Points of Tension
– Implications for Marketers
– Consistent Themes Across All 5 Waves
– What’s Next
#HMP5

Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
Roy Eduardo Kokoyachuk
#HMP5

The Hispanic Millennial Project is a joint research
study developed by integrated cross-cultural
advertising agency Sensis and market research firm
ThinkNow Research.

Online Panel
Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-
language television advertising
ThinkNow Research
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.

BACKGROUND
• Advertising & digital
agency
• 67 employees
• 17 years in business
• Independent, minority-
owned
and certified (SCMBDC,
SBA)
• Offices in L.A., D.C.,
Austin,
Little Rock, and Atlanta
SOLUTIONS
• Advertising
• Digital Experiences
• Earned Media
• Branding
• Market Research
• Challenges & Competitions
• Marketing Oversight
Integrated cross-cultural advertising
agency

OYE!
is a natural language processing solution that can analyze conversation in English, Spanglish and
Spanish to derive meaning from unstructured social conversation among Hispanics.
OYE!
is designed not only to identify Hispanics, but to also derive insights marketers can use in planning
campaign strategy, messaging and targeting.

 Innovative research initiative on
U.S. Hispanic Millennials
 Designed to compare Hispanic
Millennials to Non-Hispanic
Millennials as well as their older
Hispanic (35+) counterparts
 Digs deeper into points of tension,
segmentation, and difference between
U.S.-born vs. foreign-born.
www.HispanicMillennialProject.com
What the study covers

Topics we have explored
• Introduction, Higher Education, & American Dream
– The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful
differences between this group and other cohorts.
• Healthcare & Wellness
– The 2nd wave focused on healthcare and explored attitudes and behaviors associated with health, diet, and
exercise, as well as health-related technology, insurance, and the Affordable Care Act.
• Financial Services & Wealth
– The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial
well-being, and banking.
• Food, Beverage, & Alcohol
– The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and
alcohol consumption.

This 5th wave explores the impact
of culture on the Millennial
consumption of media, technology,
and entertainment.

Wave 5 research also surveyed
African-American and Asian Millennials
Cross cultural analysis

But Younger Americans are more likely to be Multicultural half of which
are Hispanic
8%
12%
19%
21%
24%
25%
26%
9%
12%
13%
14%
14%
14%
14%
4%
5%
7%
5%
5%
6%
6%
2%
2%
2%
2%
3%
4%
5%
78%
70%
60%
57%
54%
52%
50%
65 YEARS AND
OVER
50 TO 64 YEARS
35 TO 49 YEARS
18 TO 34 YEARS
14 TO 17 YEARS
5 TO 13 YEARS
UNDER 5 YEARS
US RACE/ETHNICITY* BY AGE 2015
Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic.
38% of US Population is Multicultural
Mixed Race & Other

Hispanic Millennials are especially
influentialHispanic Millennials make up the second largest Hispanic cohort living
in the U.S.
5%
14%
19%
27%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
% of Total Hispanic Population
The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series

Yet44%ofHispanicMillennialsareforeign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series

Why Hispanic Millennials?
In key DMAs, Hispanic Millennials already represent the majority
27%
35%
62%
95%
44%
52% 53%
29%
15%
35% 35%
61%
37%
32%
19%
Geoscape, American Marketscape DataStream, 2014 series
% Hispanic Millennial/Total DMA Millennial Population

Non-traditional markets are witnessing the fastest
growth
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
24%
24%
24%
25%
25%
26%
26%
26%
26%
27%
29%
30%
30%
34%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Memphis
Lexington
Atlanta
Bend, OR
Minot-Bismarck-Dickinson (Williston)
Salisbury
Indianapolis
Greenville-Spartanburg-Asheville-Anderson
Myrtle Beach-Florence
Charleston, SC
Nashville
Wilmington
Greensboro-High Point-Winston Salem
Charlotte
Raleigh-Durham (Fayetteville)
DMA/Hispanic millennial % change (2013-2018)
% CHANGE

Hispanic Millennials are responsible for over a
third of all U.S. Hispanic Spending
Annual Spending Power
Hispanics 35+
Hispanic
Millennials
$920 Billion
$580 Billion
Total Hispanic
Annual
Spending Power
$1.5 Trillion
Source: Selig Center for Economic Growth 2015 Estimate.

and 40% are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

Methodology
• ThinkNow Research conducted a nationwide online survey during June, 2015.
• A total of n=1,512 interviews were completed. Qualified respondents were segmented
into one of the following five segments.
• Respondents in each group were weighted to match US Census for gender, age and
US region.
Hispanic Millennials Hispanics 35+ Non-Hispanic White
Millennials
Asian Millennials African-American
Millennials
Origin Self-identify as
Hispanic origin
Self-identify as
Hispanic origin
Self-identify as
White Non-Hispanic
origin*
Self-identify as
Asian
Self-identify as
African-American
Age 18 to 34 years of
age
35 to 64 years of
age
18 to 34 years of
age
18 to 34 years of
age
18 to 34 years of
age
Base Size N=306 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=301 N=300 N=300
The Hispanic Millennial Project
research combined the following
research elements:
• Literature – An analysis of
third party research on
Hispanic Millennials
• Secondary Research – An
analysis of syndicated
research data (U.S. Census
Bureau, Experian Simmons,
Geoscape, etc.) on Hispanic
Millennials
• Primary Research/Quantitative
Research – Online survey
data gathered by ThinkNow
Research
Research Abstract:
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

Multicultural Millennial Profiles

 Active social media users who comment and
post, typically from their Android devices
 Facebook and YouTube are their sites of
choice, but are using Instagram more and more
and use Google+
 Still consuming Spanish media across devices
and platforms
 Casual gamers who are still using consoles
 Music is a passion point but are more likely
to listen on YouTube than music streaming
services
 Positive attitudes towards mobile advertising
 Still using laptops, in addition to tablets
and other devices

 Most likely to subscribe to Netflix and be
binge TV viewers
 Heaviest gamers who like fantasy and first
person shooter games
 Most likely to use Facebook & Pinterest
 Constantly connected to social media
 Using tablets in addition to laptops, but
dumping desktops
 Are TV binge watchers
 Still watching some network TV and a few
cable channels
 Are gradually watching Netflix more than
network/cable TV
Non-Hispanic White Millennials

 Highest earners, not as stressed about
finances
 Most pessimistic in believing that their
dreams will come true
 Are not heavy gamers who stick to casual
formats on their mobile devices
 Only group to be more likely to own an Apple
vs. Android phone
 Are still heavily influenced by advertising
 Own and use all devices (laptops, tablets, and
even desktop computers)
 Are starting to completely abandon network /
cable TV in favor of streaming services
 Are social media observers and lurkers
Asian Millennials

 The most active social media users who comment
and post regularly across Facebook, Instagram
and Twitter
 Those that game are hardcore
 Lower income than other Millennials &
concerned about financial future
 Being wealthy is a goal but stability and
positive family & love relationships is part
of that goal
 The most active social media users who comment
and post regularly across Facebook, Instagram
and Twitter
 Laptops and phones are devices that get the
most use
 Outside of Netflix, still watching some cable
networks like BET
 Are heavy TV show bingers
African American Millennials

Theme 1:
Stories about hard work and freedom still resonate

Hispanic Millennials believe that dreams can be achieved
through hard work
77%
73%
69% 67%
60%
65%
70% 69%
I believe that everyone can achieve their dreams if they try hard
enough.
Hard work always pays off.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
Top 2 Box Agreement

… and are the most likely to believe that everyone has
the freedom to pursue their dreams
82% 79% 77%
73%
Everyone should have the freedom to pursue their dreams.
Top 2 Box Agreement

Theme 2:
Customization is key when it comes to Pay TV services

Many Hispanic Millennials report that they would like a
la carte choices
42%
36%
18%
29%
Yes
Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50
per month or less?

Desire for customization most pronounced among Foreign-
Born Hispanic Millennials
36%
56%
Yes
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50 per
month or less?

Theme 3:
Social media heavily influences entertainment consumption

Not surprisingly, all Millennials use social media on a daily
basis
Hispanic Millennials spend the most amount of time on
social media
68% 68%
63% 63%
1+ Hours
On a typical day, approximately how much time would you say you spend on social media each day?
Hispanic Millennials Non-Hispanic White
Millennials
Asian Millennials African-American
Millennials
2.74 2.58 2.25 2.62
Mean

Yet, social media are more apt to influence Hispanic
Millennials entertainment consumption
Particularly for movies and TV
17%
13%
16%
13%
From movie companies that I follow on social media (Facebook, Twitter,
Instagram, etc.)
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
Which of the following sources would you say
influence the movies you go watch at a theater?
24%
16%
18% 18%
From networks that I follow on social media (Facebook, Twitter, Instagram,
etc.)
Which of the following sources would you say
influence the programs you watch?

Theme 4:
Hispanic Millennials are more open to mobile advertising

Hispanic Millennials are more likely to look at mobile
text ads
46%
37% 38%
41%
Looked at a text ad you received.
Which of the following activities have you done the past 7 days on your mobile phone?
STUDY NAME : Winter 2015 NHCS Adult Study 12-month

… and are more likely to be influenced by mobile advertising
Particularly compared to Non-Hispanic White and Asian Millennials
24%
17%
21%
25%
I am likely to purchase products I see advertised on my cell phone.
STUDY NAME : Winter 2015 NHCS Adult Study 12-month

Theme 5:
New technology, like wearables, is making inroads among

Non-Hispanic White Millennials plan to purchase wearable
technology in the near future
African-American Millennials show most interest in purchasing a smart
watch.
32%
28%
25%
30%
41%
32% 32%
35%36%
32%
22%
35%
33%
28%
22%
38%
Health Tracker Smart Glasses Smart Clothing Smart Watch
How likely are you to purchase any of the following products in the near future?

Non-Hispanic White Millennials are leading adopters of
new technology like SmartTVs
Followed closely by Hispanic Millennials
60% 62%
59% 58%
SmartTV
Please indicate if you own or have access to a SmartTV

Theme 6:
Non-Hispanic White Millennials appear to drive box office receipts

Non-Hispanic White Millennials movie drive attendance
Hispanic Millennials aren’t far behind
30%
33%
21% 22%
5+ times
How many times have you watched a movie in a theater in the past 6 months?

Non-Hispanic White Millennials are going to movies almost
monthly
..with Hispanic Millennials are tracking closely
behind
Hispanic
Millennials
Non-Hispanic
White
Millennials
Asian
Millennials
African-
American
Millennials
4 5 3 3
Mean
How many times have you watched a movie in a theater in the past 6 months?

Theme 7:
Non-Hispanic White Millennials are embracing mobile gaming

Non-Hispanic White Millennials lead in playing mobile
games
But multicultural millennials are not far behind
58%
62%
59%
56%
Played a video game on a mobile device such as a cellphone or tablet
Have you played a video game on a mobile device such as a cellphone or tablet in the past 12 months?

And over half play on a daily basis
45%
56%
49%
46%
Daily
How often do you play a video game on a mobile device such as a cell phone or tablet

Also, more likely to indicate that mobile gaming is their
favorite way to play
26%
27%
23% 23%
On a mobile device such as a cellphone or tablet
What is your favorite way to play video games?

Theme 8:
“Promise of a digital world” transports Hispanic Millennials to
a future state

Hispanic Millennials feel the spread of technology is
leading to an advanced world
14%
10%
14%
7%
12%
8%
9% 9%
A digital/technologically advanced world Proliferation/spread of digital technology
What does the phrase “the promise of a digital world” mean to you?

Theme 9:
Hispanic Millennials are still watching live TV, for now…

Hispanic Millennials are still watching live TV
programming
66% 63%
56% 54%
Live/when the show airs on network TV
What are all the ways that you watch TV programming?
40%
30% 32%
37%
Live/when the show airs on network TV
How do you watch TV programming most often?

However, exclusive online programming is driving them
to adopt streaming services
46%
34% 34%
27%
Certain shows I like are only available online
What are the reasons why you see yourself watching mostly or only online/streaming
programming versus cable/satellite?

As a result, streaming services like Netflix prevail
But not at the expense of live TV
66% 63%
18% 16%
9% 7% 7%
2%
63%
69%
27% 26%
13% 11% 11%
6%
56% 55%
24% 24%
15%
10% 8%
3%
54%
62%
23%
17%
5%
10% 7%
2%
Live/when the
show airs on
network TV
Netflix Hulu Amazon Prime Apple TV Google TV Roku Sling TV
OYE! Social Insight:
Netflix was by far the
Hispanic favorite as it
was the most mentioned
online movie platform
with 97% of the
conversation.

63%
69%
55%
62%
Netflix

Theme 10:
African-American Millennials are heavy gamers

African-American Millennials log heavy gaming hours
Second only to Non-Hispanic White Millennials
6.54
8.97
5.83
7.23
Mean number of hours per week
Hours Per Week
(Base: Video Game Players)
During an average week, approximately how many hours do you spend playing video games?

Letter indicates significance at 95% CL.
Which of the following best describes you in regards to playing video games?
Type of Video Game Player
Base: Play Video Games
62% of African-American Millennial gamers are “core,”
“hardcore,” or “pro” gamers
48%
32%
18%
3%
34%
38%
22%
7%
48%
36%
13%
3%
38%
33%
23%
6%
‘Casual’ video game player (only play a few
games from time to time)
‘Core’ player (play more than a casual
player, but not as much as a hardcore
player)
‘Hardcore’ player (frequent purchaser of
games, spend a great deal of time playing)
‘Professional’ player (extremely serious
about playing, participate in competitions,)

Key Findings: 10 Key Themes
1. Stories about hard work and freedom still resonate
2. Customization is key when it comes to Pay TV services
3. Social media heavily influences entertainment consumption
4. Hispanic Millennials are more open to mobile advertising
5. New technology, like wearables, is making inroads among Non-Hispanic White
Millennials
6. Non-Hispanic White Millennials appear to drive box office receipts
7. Non-Hispanic White Millennials are embracing mobile gaming
8. “Promise of a digital world” transports Millennials to a future state
9. Hispanic Millennials are still watching live TV, for now…
10. African-American Millennials are heavy gamers

 One of the most important ways to
establish a deeper understanding of
multicultural Millennials is to
comprehend the points of tension
characterizing their lives.
 As marketers, we know points of
tension provide powerful
opportunities to communicate and
connect with consumers.
Points of Tension

Point of Tension 1:
Hispanic Millennials want to see themselves in the media without
seeing themselves in the media

Strong correlation between heritage and entertainment
choices
69%
58% 60%63%
59% 58%
62% 65% 64%67%
59% 59%
Music you listen to Movies you watch TV programs you watch
How much of an influence would you say your culture/heritage is on each of the following?
(A big influence/Somewhat of an influence)

Yet, the ethnicity of an actor is not as relevant to Hispanic
Millennials
In sharp contrast to Asian and African-American
Millennials
45%
51%
58%
40%
56%
41%
Net: More interested Makes no difference
Hispanic Millennials Asian Millennials African-American Millennials
If a new TV program has actors of the same ethnic background as you, what impact does this
have on your interest level in seeing the program.

Point of Tension 2:
Language is more important than platforms, but that may change…

Spanish language programming is helping to sustain
Hispanic Millennial viewership of cable TV
23%
10%
6%
4%
Spanish-language programming
What are the reasons why you see yourself watching mostly or only cable/satellite programming versus online/streaming?

However, they are increasingly becoming more bilingual
in their viewing preference
6%
14%
35%
21%
23%
Spanish only Spanish mostly Spanish and English
equally
English mostly English only
In what language do you most often use the following forms of media?
(Television)

As a result, the importance of language is becoming
secondary to preference of format
31%
21% 22%
28%
Cable/Satellite and Online/streaming equally
Hispanic Millenials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Thinking about the near future (2-3 years from now), how do you see yourself watching TV programming?

Point of Tension 3:
Cultural disconnect between fate and optimism of the Hispanic Millennial immigrant
journey

Foreign-Born Hispanic Millennials believe that hard
work will help them reach their dreams
75%
71%
81%
76%
I believe that everyone can achieve their dreams if they try
hard enough
Hard work always pays off
Please rate how much you agree or disagree with following statements.
(Top 2 Box Agreement)

Yet are less likely to feel that everything will work out
in the end
70%
59%
64%
54%
I believe that I have control over my future Everything works out in the end
Please rate how much you agree or disagree with following statements.

Point of Tension 4:
Clear Dissonance betweenAsian and Western cultural beliefs

Asian Millennials reject themes commonly expressed in
American pop culture
82%
77% 77% 76% 73%
68%
64%
57%
79%
69%
78% 80%
67%
71%
66%
57%
77%
60%
71% 74%
65% 64%
60%
48%
73% 70%
75% 75%
69% 69%
64%
55%
Everyone should
have the freedom
to pursue their
dreams
I believe that
everyone can
achieve their
dreams if they try
hard enough
I believe that
everyone should
follow their own
path
Everyone deserves
to be treated
equally
Hard work always
pays off
I believe that I have
control over my
future
I believe in happy
endings
Everything works
out in the end

Point of Tension 5
Music is a key cultural passion point, but not via streaming radio
services

Strong correlation between heritage and music
For all multicultural millennials
69%
63% 62%
67%
Music you listen to
(A big influence/Somewhat of an influence)

African-American Millennials spend most of their time
streaming music
And Hispanic Millennials are streaming over 3
hours a day!
3.00 3.01
2.63
3.94
How Many hours do you listen to online streaming music per day

Yet, YouTube is the most popular music platform for
multicultural Millennials
The least customizable music platform is where multicultural millennials
are listening to their music
Gap between YouTube and
Pandora/Spotify use is greatest with
multicultural millennials
– Asian Millennials: 30%
– African American Millennials: 19%
– Hispanic Millennials: 17% point gap
78%
61%
38%
33% 29%
20%
74%
62%
44% 40%
26% 24%
82%
52%
46%
40%
23%
17%
81%
62%
35% 39%
28%
20%
YouTube Pandora iTunes Spotify iHeartRadio Google Play
Which of the following services/platforms do you listen to music?

Point of Tension 6:
Entertainment plays a dual role for Foreign-Born Hispanic Millennials

Entertainment helps Foreign-Born Hispanic Millennials
remain connected to their culture
26%
17% 17%
33%
24% 25%
Music you listen to Movies you watch TV programs you watch
(Big Influence)

However, they also use entertainment to learn about
American culture
14%
21%
To learn something new
I entertain myself to learn something new

Point of Tension 7:
Hispanic Millennials are embracing all things mobile except gaming

Hispanic Millennials are more likely to utilize features
on their smart phone
88%
82% 79% 77% 75% 72%
87%
71%
76% 74%
70% 67%
83%
75% 78%
73%
69%
65%
85%
74% 75%
67% 67%
62%
Used a search engine
like Google or Yahoo
Listened to music Watched a video Sent a text to someone
you know
Visited or used a social
networking site
Used an application or
"App"
Which of the following activities have you done in the past 7 days on your mobile phone?

Yet, that mobile penchant is not as strong for gaming
67%
71% 70%
64%
Played a game
Which of the following activities have you done in the past 7 days on your mobile phone?

Implications for Marketers
#HMP5

Identify and leverage
points of tension

For Content Creators
• African-American & Asian actors are very important to connecting to those Millennial groups
• Emphasize broadcast/cable programming for Hispanic, Non-Hispanic White, and African-
American Millennials
– They are least likely to cut the cord
• Content should reflect unique life experiences of Hispanic Millennials, not just their ethnic
identity
• Breakdown key content into pieces in order to appeal to various audiences

 African American Millennials are a core segment
of gamers to be targeted for new games, genres,
and platforms
 Hispanic Millennials are embracing mobile
technology, just not mobile games
– Potential opportunity to leverage mobile behavior to
drive segment growth
For Gaming Industry

For Pay TV Providers
• Streaming services should add/create more Spanish and Asian language
content
– Develop more exclusive Spanish and Asian language program for streaming services
– Hispanic Millennials are most likely to switch to streaming due to shows they can only
get online
• Create custom bundles for Hispanic Millennials
– Particularly slim bundles for Foreign-Born Hispanic Millennials > $50
• Opportunity for new OTT players with packages designed for Foreign-
Born Hispanic Millennials
• When possible, highlight messaging around customization in packages

 Market tablets as PC replacements to Foreign-
Born Hispanic Millennials -- big opportunity
 Biggest opportunity for wearables is Non-
Hispanic White Millennials
 Smart watch makers should target African-
American Millennials
– Opportunity for all wearables with African-American
Millennials
For Technology companies

For advertisers
• Movies/TV programs should consider more social media tactics to target
Hispanic Millennial/Foreign-Born Hispanic Millennial consumers
• Paid social media for time-sensitive content, products, and services (events,
fairs, movies, etc.)
• Start with influencer outreach and word-of-mouth, instead of traditional
advertising (TV, OOH), for promoting TV programs to multicultural Millennials
• YouTube is a more effective platform to reach millennial music streamers than
Pandora or Spotify

Some industries have a lot of education to do
Wearables
Mobile gaming

Actionable Opportunity
Advertisers
• Capitalize on the use of wearables and mobile gaming among Non-
Hispanic White Millennials by creating experiential opportunities
– Movie theater activation that combines entertainment, technology, and gaming
activities

Advertising on live TV
still an effective way to reach Hispanic
Millennials

Actionable Opportunity
Advertising Live TV Programming
• Capitalize on the excitement of live TV to connect with Hispanic
Millennials
– Facilitate interactivity with content/brands through apps that sync up to live
television
– Empower Hispanic Millennials to “be in the know” and share
experiences/commentary on social media

Consistent Themes across all HMP
Waves
#HMP5

Consistent Themes Across Waves 1-5
• Hispanic Millennials trust established brands like Apple, Coke, Pepsi, and Wal-
Mart
• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like
wealth, health, happiness, and technology
• Hispanic Millennials embrace technology – for financial services, health,
shopping, and entertainment
• The Hispanic Millennial is a key decision-maker in Hispanic households
• The importance of Spanish-language media among Hispanic Millennials

Consistent Points of Conflict Across Waves 1-5
• Hispanic Millennials struggle with wanting to fit in vs. standing out
• Hispanic Millennials struggle to connect with their culture, whether via
entertainment, food, or social media

Download the full reports at
www.HispanicMillennialProject.
com
follow-us on Twitter
@HispMillennial

The full Wave 5: Media, Technology,
Entertainment report will be
available for download the week of
August 10, 2015

 Groundbreaking research initiative on
cross-cultural Gen Z segment
– The largest generational cohort alive in the U.S. (25% of total
pop)
– The last generation where Non-Hispanic Whites make up the
majority (at 53%)
 Designed to understand Hispanic, African-
American, Asian and general market Gen Z
and their digital behavior
 Our next study will kick-off in September
Millennials are so
yesterday!
Gen Z Report
Gen Z defined:
The generation born
between 1995 and 2010
(currently between the
ages of 4 and 20)

Social Media
• 90% are Social Media Users
I rarely comment or post content
online.
39%
I regularly comment or post
content online.
41%
I always comment or post content
online.
15%
 Facebook (73%)
– To stay connected with
friends (85%)
– To stay connected with family
(83%)
– To check up on people (75%)
 YouTube (71%)
– To be entertained (74%)
– To stay on top of trends (music,
movies, fashion, etc.) (51%)
– To find recipes (45%)
 Google+ (45%)
– To get news (57%)
– To stay connected with friends
(36%)
 Instagram (45%)
– To follow certain people
(70%)
– To show off something (64%)
Top Sites Visited on a Daily Basis

Video Games
• Top Video Game Activities in the past 12 months:
– Played a video game on a console video gaming system (e.g.
PlayStation, X-Box, Wii) (61%)
– Played a video game on a mobile device such as a cellphone or
tablet (58%)
– Played a video game on a laptop or desktop computer (46%)
– Used a gaming console to stream other forms of entertainment
such as movies or TV programs (37%)
– Watch others play online games live (31%)
‘Casual’ video game player (only
play a few games time to time.)
48%
‘Core’ player (play more than a
casual player, but not as much as
a hardcore player.)
32%
‘Hardcore’ player (frequent
purchaser of games, spend a great
deal of time playing.)
18%
Spend on average 7 hours a week
playing video games.
• Type of games usually played:
– Adventure/Fantasy (45%)
– First Person Shooter (41%)
– Arcade (Pac-Man, Super Mario, Donkey
Kong, etc.) ( 38%)
– Fighting (38%)
– Racing/Driving (35%)
Type of Gamer

Technology/Mobile
• Top Devices Owned:
– Smartphone (cell phone with ability to download
apps, access the internet, etc.) (96%)
– Laptop Computer (89%)
– Video game console (85%)
– Tablet like an iPad, Samsung Galaxy or Kindle Fire
(77%)
– Desktop Computer (77%)
*I like the idea of the cell phone
moving beyond voicemail and text
messaging capabilities.
52%
*I like to be connected to my
friends and family wherever I am.
61%
*I use my cell phone in many
different ways to get the
information I need.
64%
• Top Operating Systems Used
(Mobile):
– Android (53%)
– iOS (Apple) (41%)
• Top Mobile Activities Past 7 Days:
– Used a search engine like Google or Yahoo (88%)
– Listened to Music (82%)
– Watched a video (79%)
– Sent a text to someone you know (77%)
– Visited or used a Social Networking site (75%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month

Media/Entertainment
46% have streamed-Spanish-
language programming in the
past 30 days
• Top TV Networks watched in the past 7
days:
• Telemundo (33%)
• HBO (30%)
• Univision (29%)
• ABC (29%)
• FOX (27%)
• Comedy Central (25%)
• Discovery Channel (25%)
*I like television commercials that
make me laugh.
51%
*When I am watching television, I
am usually involved in other
activities.
44%
*I often pay attention to the
commercials that play along with
the movie.
40%
• Top sources that influence programs
watched:
• Word-of-mouth (41%)
• Advertising on TV (37%)
• Recommendations from
friends on social media (29%)
• My spouse/significant other
(29%)
services like Netflix, Hulu, etc.
(27%)
• Top sources that influence movies
watched:
• Word-of-Mouth (37%)
• Recommendation from friends
on social media (34%)
(32%)
• Movie reviews online (31%)
• Top ways of watching TV programming:
• Live/when show airs on
network TV (66%)
• Netflix (63%)
• YouTube (57%)
• DVD (rented or
purchased)(32%)
• Recorded via a DVR (31%)

Social Media
• 81% are Social Media Users*
• 74% access social media from a smartphone*
 Facebook (71%)
friends (76%)
(74%)
 YouTube (61%)
– To follow certain people (34%)
 Twitter (38%)
 Instagram (44%)
friends (66%)
(53%)
online.
36%
content online.
39%
online.
17%

Video Games
tablet (62%)
34%
a hardcore player.)
38%
22%
– First person shooter (43%)
– Puzzles/Word or Number games (41%)
– Role Playing (35%)
– Fighting (34%)
Type of Gamer

Technology/Mobile
(67%)
information I need.
72%
68%
*Once I find a cell phone service
provider I like, I stick with them.
64%
(Mobile):
– Android (53%)
– Played a game (71%)

Media/Entertainment
76% have reported that they have
binge watched a television
program in the past 30 days.
days:
• ABC (34%)
• ABC Family (27%)
• FOX (26%)
• Adult Swim (24%)
*I like television commercials that
make me laugh.
62%
activities.
56%
*I typically avoid watching
television commercials.
54%
watched:
(32%)
(24%)
watched:
(35%)
• Netflix (69%)
network TV (63%)
• YouTube (51%)
• DVD (rented or
purchased)(40%)

Asian Millennials
Social Media
 Facebook (68%)
friends (83%)
(72%)
 YouTube (72%)
 Twitter (33%)
– To post content of my own/to be
heard (48%)
 Instagram (40%)
(59%)
online.
44%
content online.
37%
online.
10%

Asian Millennials
Video Games
tablet (59%)
– Watch recorded videos of others playing video games (40%)
48%
a hardcore player.)
36%
13%
– Role Playing (41%)
– Puzzles/Word or Number games (38%)
– Fighting (34%)
Type of Gamer

Asian Millennials
Technology/Mobile
(73%)
*I like the idea of the cell phone
moving beyond voicemail and text
messaging capabilities.
62%
*My cell phone should help me
get work done when and where I
want.
57%
56%
(Mobile):
– Android (43%)
– Played a game (70%)

Asian Millennials
Media/Entertainment
16% of Asian Millennials report
that they do not watch network
TV (this is more so than any other
Millennial cohort.)
days:
• ABC (29%)
• Discovery Channel (24%)
• Disney Channel (20%)
*I like television programs that
make me laugh.
55%
activities.
54%
*I typically avoid watching
television commercials.
47%
watched:
(27%)
(25%)
watched:
(29%)
• YouTube (67%)
network TV (56%)
• Netflix (55%)
• Hulu (24%)

African-American Millennials
Social Media
 Facebook (66%)
(77%)
friends (76%)
 YouTube (69%)
 Google+ (42%)
– To get news (41%)
– For school (32%)
(31%)
 Instagram (46%)
(55%)
friends (53%)
– To be entertained (52%%)
online.
35%
content online.
37%
online.
20%

Video Games
tablet (56%)
– Watch recorded videos of others playing video games (34%)
38%
a hardcore player.)
33%
23%
– Fighting (50%)
– Sports (40%)
– Puzzles/word or number games (36%)
Type of Gamer

Technology/Cable
(63%)
information I need.
62%
59%
*Once I find a cell phone service
provider I like, I stick with them.
57%
(Mobile):
– Android (55%)
– Visited or used a social networking site (67%)

Media/Entertainment
73% have reported that they have
binge watched a television
program in the past 30 days.
days:
• ABC (36%)
• BET (32%)
• Cartoon Network (25%)
• FOX (24%)
*I like television programs that
make me laugh.
56%
*I often pay attention to the
commercials that play along with
the movie previews in the movie
theater.
49%
activities.
48%
watched:
(24%)
(18%)
watched:
(21%)
• Netflix (62%)
• YouTube (55%)
network TV (54%)
• DVD (rented or purchased)
(27%)

Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology

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