Sensis Hispanic Millennial Project Atlanta Presentation
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The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success. In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
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Sensis Hispanic Millennial Project Atlanta Presentation
- 1. Hispanic Millennial Project Wave 1: Introducing Hispanic Millennials Wave 2: Healthcare #HMPATL 2014 October 14,
- 2. 2 #HMPATL Overview • Introduction • HMP Overview • Key Themes & Insights • Comparing Hispanic Millennials • Points of Tension • Brands that Resonate with Hispanic Millennials • Implications for Marketers • What’s Next
- 3. Introduction
- 4. 4 #HMPATL Jose R. Villa President Sensis @jrvilla /in/JoseVilla ThinkMulticultural.com SensisBureau.com Roy Eduardo Kokoyachuk Partner ThinkNow Research @ThinkNowTweets thinknowresearch.com/blog Roy Eduardo Kokoyachuk
- 5. 5 #HMPATL The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and market research firm ThinkNow Research.
- 6. 6 #HMPATL BACKGROUND • Advertising & digital agency • 54 employees • 12 million in revenue (2013) • 16 years in business • Independent, minority-owned • Offices in L.A. , DC, & Atlanta CAPABILITIES • Research & Analytics • Strategic Planning • Media Planning & Buying • Creative Development • Digital Marketing • Mobile & Website Development • Hispanic, African-American, Asian Marketing
- 7. 7 #HMPATL 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. #HMPDC
- 8. Hispanic Millennial Project Overview
- 9. 9 #HMPATL Why Hispanic Millennials?
- 10. 10 #HMPATL Why Hispanic Millennials? Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.
- 11. 11 21% of all Millennials are Hispanic… and will reach 23% by the year 2020 Source: Geoscape, American Marketspace, 2013
- 12. 12 #HMPATL Why Hispanic Millennials? In key DMAs, Hispanic Millennials already represent the majority
- 13. 13 #HMPATL Why Hispanic Millennials? Non-traditional markets will witness the fastest Hispanic Millennial growth 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
- 14. 14 Yet 44% of Hispanic Millennials are foreign-born Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
- 15. 15 To dig deeper into segmentation, points of tension, and difference between U.S. born vs. foreign-born. Why another Hispanic Millennial research study?
- 16. 16 #HMPATL Research Methodology • ThinkNow Research conducted a nationwide online survey between March and June 2014. • A total of n=900 and n=908 interviews were completed. Qualified respondents were segmented into one of the following three groups: • Non-Hispanic White does not include African-Americans, Asians, and other ethnic groups • Respondents in each group were weighted to match U.S. Census for age, gender, and U.S. region Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials Origin Self-identify as Hispanic origin Self-identify as Hispanic origin Self-identify as White Non- Hispanic Origin Age 18 to 34 years of age 35 to 64 years of age 18 to 34 years of age Base Size N=302 N=305 N=301 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:
- 17. Wave 1 Key Themes & Insights
- 18. 18 Hispanic Millennials (particularly foreign- born) are much more optimistic
- 19. 19 #HMPATL 63% 39% 60% 69% 41% 57% Hispanic Millennials ---------- Non- Hispanic Millennials ---------- Hispanic Millennials US Born ---------- Hispanic Millennials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree Hispanic Millennials are more satisfied with the direction of US compared to non-Hispanic Millennials How Satisfied are you with the Direction that the US is going in?
- 20. 20 Foreign-Born Millennials - the forgotten segment
- 21. 21 #HMPATL Foreign-born Hispanic Millennials have a strong desire to assimilate I want to fit in with the mainstream 49% 30% 46% 56% 40% 55% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 22. 22 #HMPATL Religion plays a significant role in the life of Foreign-born Hispanic Millennials Religion plays a big role in my life 49% 41% 44% 62% 57% 53% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 23. 23 Heightened importance of higher education
- 24. 24 #HMPATL Graduating from a 4-year college is a future goal
- 25. 25 Graduating from a 4-year college is a strong indicator of success for 50% of foreign-born Hispanic Millennials Indicator of Success
- 26. 26 84% of Hispanic Millennials plan on getting a graduate degree compared to only 57% of non-Hispanic Millennials Plans for Advanced Degrees
- 27. 27 Hispanic Millennials continue to believe in & be driven by the American Dream
- 28. 28 #HMPATL Hispanic Millennials believe much more in the “American dream” vs. non-Hispanic Millennials The “American Dream” is something I believe in 71% 55% 73% 65% 70% 68% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 29. 29 #HMPATL For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. non-Hispanic Millennials The “American Dream” is something I strive for 67% 54% 66% 69% 64% 60% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 30. 30 Hispanic Millennials have different perceptions of success
- 31. 31 Hispanic Millennials were more likely to agree versus non-Hispanics that owning a home was a top indicator of success Owning a Home
- 32. 32 More traditional views on family
- 33. 33 #HMPATL Hispanic Millennials place significantly more importance on having children vs. non-Hispanic Millennials Having children is very important to me 71% 64% 70% 74% 70% 69% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 34. 34 56% of foreign-born Hispanic Millennials believe marriage should be between a man and a woman (compared to 46% of U.S. born Hispanic millennials) Same-sex Marriage
- 35. 35 #HMPATL Hispanic Millennials place less importance on marriage than their older Hispanic counterparts Marriage is very important to me 68% 64% 67% 70% 73% 71% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
- 36. 36 Spanish is key to reaching Hispanic Millennials
- 37. 37 Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (~ 40%) Importance of Spanish-language
- 38. 38 #HMPATL Hispanic Millennials are Spanish language media consumers What language do you normally consume media? (TV, radio, Internet, & magazines)
- 39. 39 Less likely to live with parents
- 40. 40 #HMPATL Less Likely to Live with Parents Do you rent or own the place where you currently live?
- 41. 41 #HMPATL Less Likely to Have Plans to Stay For those who live with their parents, is this a temporary or permanent situation?
- 42. 42 Re-evaluating the decision maker in the Hispanic household
- 43. 43 #HMPATL Many Hispanic Millennials contribute majority or pay about half of the household costs How much, if at all, do you contribute to your household's finances? 8% 22% 14% 43% 14% 0 9% 27% 33% 30% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% I pay for all or the majority of the household costs (including rent/mortgage) I pay for about half of the household costs (including rent/mortgage) I pay less than half of the household expenses (including rent/mortgage) I contribute minimally I don't contribute financially Non- Hispanic Millennials ---------- Hispanic Millennials ----------
- 44. 44 Hispanic Millennials: entrepreneurial at heart
- 45. 45 Owning your own business is a strong indicator of success for 47% of Hispanic Millennials compared to 23% of non- Hispanic Millennials Strong Indicator of Success
- 46. 46 #HMPATL Owning a Business Both an indicator of success and future goal
- 47. 47 For 57% of foreign-born Hispanic Millennials, owning a business is a future goal, compared to 45% of U.S. born Hispanic Millennials A Future Goal
- 48. Wave 2 - Healthcare
- 49. 49 #HMPATL Key Healthcare Themes 1. Have sophisticated health attitudes 2. Are cautiously optimistic about health 3. Are engaged in healthy lifestyles 4. Embrace health technology 5. Trust doctors to a degree 6. Are widely insured 7. Predominantly favor the Affordable Care Act
- 50. Theme 1 Have sophisticated health attitudes
- 51. 51 #HMPATL Diet, feeling good, and exercise define health “What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end) Exercising,
- 52. 52 #HMPATL Proactive about managing health “Which, if any, preventative measures are you taking to avoid health problems in the future?” Exercising
- 53. Theme 2 Are cautiously optimistic about health
- 54. 54 #HMPATL Report lower levels of stress Which suggests Hispanic Millennials are more optimistic about their health. Based on a 5-point scale – Completely Stress Free to Very Stressful “How would you consider your stress level overall?”
- 55. 55 #HMPATL Yet concerned about hereditary illnesses “You mentioned that you are concerned about getting an illness / condition in the future. What illness / condition is that?”
- 56. Theme 3 Engage in healthy lifestyles
- 57. 57 #HMPATL Far more likely to exercise regularly “How often do you exercise, if at all?” 4+ Times per Week (Net)
- 58. 58 #HMPATL Significantly higher engagement in team sports Difference in attitudes towards exercise & corroborates close knit social ties. Playing a team sport (basketball, soccer, football, volleyball, etc…) “Which of the following types of exercise do you take part in regularly?”
- 59. Theme 4 Embrace health technology
- 60. 60 #HMPATL Hispanic Millennials embrace health technology They are using mobile apps for health-related reasons. “Do you use mobile applications (“apps”) for health-related purposes?”
- 61. Theme 6 Widely Insured
- 62. 62 #HMPATL Higher percentage receive public assistance “How do you get your health insurance?”
- 63. Theme 5 Trust doctors to a degree
- 64. 64 #HMPATL The doctor is the most trusted source Which sources are you likely to use when looking for health-related information or advice?
- 65. Theme 7 Predominantly in favor the Affordable Care Act
- 66. 66 #HMPATL High familiarity of the Affordable Care Act Familiarity with Affordable Care Act among those aware Awareness of Affordable Care Act
- 67. 67 #HMPATL Over half in favor of The Affordable Care Act Perception of The Affordable Care Act
- 69. 69 #HMPATL One of the most important ways to establish a deeper understanding of Hispanic 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
- 70. 70 #HMPATL Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face. •Because they live in two cultures, caught between very different generations, they face constant cultural tensions related to decisions about health and wellness.
- 71. 71 #HMPATL Fitting in vs. Standing out Struggle with need to fit in with mainstream culture, while trying to maintain their cultural identity. Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity. 47% of Hispanic Millennials indicate that they feel close or somewhat close to their culture, while 67% of them state that they want to stand out as a Latino
- 72. 72 #HMPATL Being Latino Gap between where they are and want to be in terms of their Latino cultural identity
- 73. 73 #HMPATL Role of Religion Religion doesn’t play as a big a role as with Hispanics 35+, yet they are more spiritual 58% of Hispanic Millennials consider themselves to be more spiritual than religious, even compared to non- Hispanic Millennials
- 74. 74 #HMPATL The idea of seeing a doctor is important Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go unless it is an emergency. “Seeing a doctor regularly is important to me.” Results of Top 2 Box: Strongly Agree/Somewhat Agree “I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.” Results of Top 2 Box: Strongly Agree/Somewhat Agree
- 75. 75 #HMPATL Inner well-being versus outside appearance Health is defined in terms of diet and exercise, yet the cultural impulse to maintain physical appearance is strong. What does being healthy mean to you? How do you define “Healthy”? (Open end) “Please rank the top 3 reasons why you exercise?”
- 76. 76 #HMPATL Online health information used more than trusted Female Hispanic Millennials are more likely to seek out health-related information or advice online. However, they are less likely to trust the internet over doctors. “What is the most trusted source that you are likely to use when looking for health-related information or advice?” “What sources are you likely to use when looking for health-related information or advice?”
- 77. 77 #HMPATL Trust doctors to a degree Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a second opinion. “What sources do you trust most for health- related information or advice?” “I always get a second opinion from other doctors.” Results of Top 2 Box: Strongly Agree/Somewhat Agree
- 78. Brands that Resonate with Hispanic Millennials
- 79. 79 #HMPATL Brands that Resonate with Hispanic Millennials Apple is the brand most associated with success
- 80. 80 #HMPATL Brands that Resonate with Hispanic Millennials Wal-Mart best communicates with Hispanic Millennials
- 81. 81 #HMPATL Brands that Resonate with Hispanic Millennials Product Quality and Trust Most Important Brand Drivers Why do you feel these brands do a good job of relating and/or communicating to someone like yourself?
- 83. 83 #HMPATL Identify and leverage points of tension
- 84. 84 #HMPATL Avoid Millennial Generalizations Approach foreign-Born Hispanic Millennials Differently than U.S. born Counterparts
- 85. 85 #HMPATL Tap Into Hispanic Millennials’ Entrepreneurial Spirit Recognize and Leverage the Differences Between U.S. born and foreign-born Hispanic Millennials
- 86. 86 #HMPATL The Millennial Hispanic Head- of-Household? Spanish-Language Media Is Key to Reaching foreign-born Hispanic Millennials
- 87. 87 #HMPATL Marketing Healthcare to Hispanic Millennials • Avoid pandering – Hispanic Millennials have fairly sophisticated attitudes and enlightened health behaviors • Showcase active, well-rounded lifestyles – Hispanic Millennial are actively engaged in living well-rounded and active lifestyles – They exercise more regularly, watch what they eat, and take dietary supplements on a regular basis
- 88. 88 #HMPATL Marketing Healthcare to Hispanic Millennials • Be positive and upbeat yet realistic – Hispanic Millennials are more optimistic than non-Hispanic Millennials about their health today – They also have a lingering preoccupation with hereditary health concerns common in the Hispanic community • Address long-term benefits of health maintenance – Hispanic Millennials proactively take preventative measures to avoid health problems in the future – They exercise more often and increasingly monitor the types of food they eat
- 89. 89 #HMPATL Marketing Healthcare to Hispanic Millennials • Leverage technology and mobile apps – More and more Hispanic Millennials turning to the internet and digital tools to manage their overall health – U.S. Born Hispanic Millennials embracing the internet as a trusted source versus Foreign born Hispanic Millennials that trust doctors – Growing reliance on mobile apps to track physical activity and diet • Educate lower income Hispanic Millennials about ACA – There is an opportunity to educate lower income Hispanic Millennials about the existence of affordable healthcare options
- 90. What’s Next
- 91. 91 #HMPATL What’s Next • Sensis and ThinkNow Research will release future waves of this study throughout 2014 and early 2015 • Forthcoming waves will address the following topics: – Wave 3: Banking / Financial Services – Behaviors and Attitudes (Nov 2014) – Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Jan 2015) – Wave 5: Media Consumption and Digital Behavior (Mar 2015)
- 92. 92 Download the full reports at www.HispanicMillennialProject.com follow-us on Twitter @HispMillennial
- 93. 93 #HMPATL THANK YOU