hispanic millennial project wave 1 research preview hispanicize 2014 2014april 2,

Hispanic Millennial ProjectWave 1 Research Preview

Hispanicize 2014

2014April 2,

2Overview

• Introduction• Why Hispanic Millennials• The Hispanic Millennial Project Overview• Comparing Hispanic Millennials• Emerging Themes & Insights• What’s Next

3Jose R. VillaPresident / Senior StrategistSensis

Mario X. CarrascoPartnerThinkNow Research

@jrvilla

/in/JoseVilla

ThinkMulticultural.com

@marioxcarrasco

/in/MarioXCarrasco

ThinkNowResearch.com/blogSensisBureau.com

Introduction

5

Online PanelOver 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

ResearchFortune 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.

6BACKGROUND

• Advertising & digital agency• 43 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

Why Hispanic Millennials?

8Hispanic Population by Generation

(Hispanic)Greatest Generation

Silent Generation (Hispanic)

Baby Boomers (Hispanic)

Generation X (Hispanic)

Generation Y (Hispanic millennials)

Generation Z (Hispanic)

0% 5% 10% 15% 20% 25% 30% 35%

0%

4%

17%

20%

25%

33%

2013 Hispanic population by Generation

2013

Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series

921% of all Millennials are Hispanic…

and will reach 23% by the year 2020

Source: Geoscape, American Marketspace, 2013

10In key DMAs, Hispanic Millennials already represent the majority

Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population

Los A

ngeles

New York

Houston

Chicago

Dallas-F

t. Worth

San Francisco

-Oakland-San Jo

se

Miami-F

t. Lauderd

ale

Phoenix (Pre

scott)

San Antonio

Sacramento

-Stock

ton-M

odesto

Fresn

o-Visa

lia

San Diego

Harlingen-W

eslaco

-Bro

wnsville

-McA

llen

Wash

ington, D

C (Hagerst

own)

Philadelphia

0%

20%

40%

60%

80%

100%

50%

28%41%

25% 32% 31%50%

33%

58%

32%

58%

35%

93%

18% 14%

% HISPANIC Millennial/Total DMA millennial Populati on% Hispani Millenia 2013l

11Non-traditional markets will witness the fastest growth in the next 5 years

Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series

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)

0% 5% 10% 15% 20% 25% 30% 35% 40%24%

24%

24%

25%

25%

26%

26%

26%

26%

27%

29%

30%

30%

34%

34%

DMA/Hispanic millennial % change (2013-2018)

% CHANGE

12Inevitably, they will become imperative to future household growth …

Source: Geoscape, American Marketscape DataStream™ 2013 Series, Household growth by ethnicity.2013-2018

Black Households

White Households

Asian Households

Hispanic Households

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%

6.14%

3.01%

16.79%

15.66%

2013-2018

% GROWTH

13Yet 44% of Hispanic Millennials are foreign-

born

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

14To dig deeper into segmentation, points of tension, and difference between U.S.-born

vs. foreign born.

Why another Hispanic millennial research study?

The Hispanic Millennial Project Overview

16The Hispanic Millennial Project is a joint

research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow

Research.

17 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

www.HispanicMillennialProject.com

Introducing the Hispanic Millennial Project

18

Research Methodology

19Research Methodology

• ThinkNow Research conducted a nationwide online survey between March 14-19, 2014.

• A total of n=900 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 US Census for gender, age and US 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=300 N=300 N=300

20Acronyms

• “HM” = Hispanic Millennials• “FHM” = Foreign-born Hispanic Millennials• “UHM” = U.S. Born Hispanic Millennials

• “NHM” = non-Hispanic Millennials

• “H35+” = Hispanics 35-64• “FH35+” = Foreign-born Hispanics 35-64• “UH35+” = U.S. born Hispanics 35-64

Comparing Hispanic Millennials

22Hispanic Millennials vs. Hispanic 35+

23Hispanic Millennials vs. Hispanic 35+

24Hispanic Millennials vs. Hispanic 35+

25Hispanic Millennials vs. Non-Hispanic Millennials

26Hispanic Millennials vs. Non-Hispanic Millennials

27Hispanic Millennials vs. Non-Hispanic Millennials

28Hispanic Millennials vs. Non-Hispanic Millennials

29U.S. born Hispanic Millennials vs. Foreign-born Hispanic Millennials

30U.S. Born vs. Foreign-born Hispanic Millennials

31U.S. Born vs. Foreign-born Hispanic Millennials

Emerging Themes & Insights

33

Hispanic Millennials (particularly foreign-born) are much more

optimistic

3463%

39%

60%69%

41%57%

RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree

HM’s are more satisfied with the direction of US compared to NHMsHow Satisfied are you with the Direction that the US is going in?

35

Hispanic Millennials continue to believe &

be driven by the American Dream

36Hispanic Millennials believe much more in the “American dream” vs. Non HispanicsThe “American Dream” is something I believe in

71%55%

73%65% 70% 68%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

37For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. Non-HispanicsThe “American Dream” is something I strive for

67%54%

66% 69% 64% 60%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

38

Hispanic Millennials have different perceptions of

success

39Hispanic 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%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

40Hispanic Millennials place less importance on Marriage than their older Hispanic counterparts Marriage is very important to me

68%

64%

67%70%

73%71%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

41

Heightened importance of higher

education

42Graduating from a 4-year college is a goal for 46% of Hispanics Millennials compared

to only 31% of non-Hispanic millennials

A Future Goal

43Graduating from a 4-year college is a

strong indicator of success 50% of foreign-born Hispanic millennials

Indicator of Success

44

Foreign Born

Millennials - the forgotten segment

45Foreign-born Hispanic Millennials the most interested in fitting in with the mainstreamI want to fit in with the mainstream

49%

30%

46%56%

40%

55%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

46Religion plays a significant role in the life of FHMsReligion plays a big role in my life

49%41% 44%

62% 57% 53%

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

47Foreign-born Hispanic Millennials are still heavy Spanish language media consumersWhat language do you normally consume media? (TV, radio, internet, & magazines)

Hispan

ic_x0

00d_Mille

nnials_x

000d_-----

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Hispan

ic_x0

00d_Mille

nnials_x

000d_US B

orn_x

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Hispan

ic_x0

00d_Mille

nnials_x

000d_Forei

gn_x

000d_Born

_x000d_--

------

--

Hispan

ic_x0

00d_35-64 US_

x000d_B

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-----

Hispan

ic_x0

00d_35-64_x

000d_Forei

gn_x

000d_Born

_x000d_--

------

--0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

9% 9% 9%

3%

12%

40% 40% 39%

32%

43%

16%19%

7%

31%

3%

Spanish onlySpanish mostlySpanish and English equallyEnglish mostlyEnglish only

48

Re-evaluating the decision maker in the Hispanic household

49Many 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?

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

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

8%

22%

14%

43%

14%

0%

9%

27%

33%

30%

Non-_x000d_Hispanic_x000d_Millennials_x000d_----------Hispanic_x000d_Millennials_x000d_----------

50

Hispanic Millennials: entrepreneurial at

heart

51Owning 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

52For 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

What’s Next

54Next Phases of our ResearchMultiple Waves

• Healthcare - Behaviors, Motivations, and Attitudes

• Segmentation

• Banking / Financial Service Behavior

• Points of Tension

55Sign-up for the full reports @

www.HispanicMillennialProject.com

… and follow-us on Twitter@HispMillennial

56Contact

Jose Villa Mario X. Carrasco(213) 861-7434 (818) 843-0220jrvilla@sensisagency.commario@thinknowresearch.com