Understanding Hispanic Millennials in a Digital World

•
– 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
•
•

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
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
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.

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.

•
– The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful
differences between this group and other cohorts.
•
– 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.
•
– The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial
well-being, and banking.
•
– The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and
alcohol consumption.

5%
14%
19%
27%
35%
% of Total Hispanic Population
The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series

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

22%
23%
23%
23%
24%
25%
25%
25%
25%
26%
27%
28%
29%
33%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Myrtle Beach-Florence
Greensboro-High Point-Winston Salem
Minot-Bismarck-Dickinson (Williston)
Memphis
Atlanta
Salisbury
Greenville-Spartanburg-Asheville-Anderson
Indianapolis
Lexington
Charleston, SC
Nashville
Wilmington
Raleigh-Durham (Fayetteville)
Charlotte
Bend, OR
% Change
DMA/Hispanic Millennial % change (2014-2019)
Geoscape, 2014-2019 American Marketscape DataStream

Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

•
•
•
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
•
•
•
Research Abstract:
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

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

•
– 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%
•
– Adventure/Fantasy (45%)
– First Person Shooter (41%)
– Arcade (Pac-Man, Super Mario, Donkey
Kong, etc.) ( 38%)
– Fighting (38%)
– Racing/Driving (35%)
Type of Gamer

•
– 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%
•
– Android (53%)
– iOS (Apple) (41%)
•
– 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

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%)

•
•

friends (76%)
(74%)

– To follow certain people (34%)


friends (66%)
(53%)
online.
36%
content online.
39%
online.
17%

•
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

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

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%)

•

friends (83%)
(72%)


– To post content of my own/to be
heard (48%)

(59%)
online.
44%
content online.
37%
online.
10%

•
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

•
(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%
•
– Android (43%)
•
– Played a game (70%)

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%)

•

(77%)
friends (76%)


– To get news (41%)
– For school (32%)
(31%)

(55%)
friends (53%)
– To be entertained (52%%)
online.
35%
content online.
37%
online.
20%

•
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

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

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%)

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

82% 79% 77%
73%
Everyone should have the freedom to pursue their dreams.
Top 2 Box Agreement

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?

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?

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

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?

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

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

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?

60% 62%
59% 58%
SmartTV
Please indicate if you own or have access to a SmartTV

30%
33%
21% 22%
5+ times
How many times have you watched a movie in a theater in the past 6 months?

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?

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?

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

26%
27%
23% 23%
On a mobile device such as a cellphone or tablet
What is your favorite way to play video games?

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?

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?

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?

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
What are all the ways that you watch TV programming?
OYE! Social Insight:
Netflix was by far the
Hispanic favorite as it
was the most mentioned
online movie platform
with 97% of the
conversation.

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
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,)

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)

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.

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?

6%
14%
35%
21%
23%
Spanish only Spanish mostly Spanish and English
equally
English mostly English only
Hispanic Millennials
In what language do you most often use the following forms of media?
(Television)

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?

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)

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.

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

69%
63% 62%
67%
Music you listen to
(A big influence/Somewhat of an influence)

3.00 3.01
2.63
3.94
How Many hours do you listen to online streaming music per day

– 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?

26%
17% 17%
33%
24% 25%
Music you listen to Movies you watch TV programs you watch
(Big Influence)

14%
21%
To learn something new
I entertain myself to learn something new

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?

67%
71% 70%
64%
Played a game
Which of the following activities have you done in the past 7 days on your mobile phone?

•
•
– They are least likely to cut the cord
•
•
Personalities of
characters
Famous
quotes
Actionable,
relatable
scenes
Include 3rd
party
perspective



– Potential opportunity to leverage mobile behavior to
drive segment growth

•
– 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
•
– Particularly slim bundles for Foreign-Born Hispanic Millennials > $50
•
•




– Opportunity for all wearables with African-American
Millennials

•
– Movie theater activation that combines entertainment, technology, and gaming
activities

•
– 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


– 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%)


Gen Z defined:
The generation born
between 1995 and 2010
(currently between the
ages of 4 and 20)

Understanding Hispanic Millennials in a Digital World

Understanding Hispanic Millennials in a Digital World

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (14)

Similaire à Understanding Hispanic Millennials in a Digital World

Similaire à Understanding Hispanic Millennials in a Digital World (20)

Plus de Sensis

Plus de Sensis (20)

Dernier

Dernier (20)

Understanding Hispanic Millennials in a Digital World