hispanic millennial project - wave 1 research preview

Hispanic Millennial Project Wave 1 Research Preview

Hispanicize 2014

2014 April 2,

2 Overview

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

Introduction

4

BACKGROUND • 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

5 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

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.

Why Hispanic Millennials?

7 Hispanic Population by Generation

0%

4%

17%

20%

25%

33%

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

(Hispanic)Greatest Generation

Silent Generation (Hispanic)

Baby Boomers (Hispanic)

Generation X (Hispanic)

Generation Y (Hispanic millennials)

Generation Z (Hispanic)

2013 Hispanic population by Generation

2013

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

8 21% of all Millennials are Hispanic…

and will reach 23% by the year 2020

Source: Geoscape, American Marketspace, 2013

9 In key DMAs, Hispanic Millennials already represent the majority

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

50%

28% 41%

25% 32% 31%

50%

33%

58%

32%

58%

35%

93%

18% 14%

0%10%20%30%40%50%60%70%80%90%

100%

% HISPANIC MILLENNIAL/TOTAL DMA MILLENNIAL POPULATION

% Hispani Millenia 2013l

10 Non-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

24% 24% 24% 25%

25% 26% 26% 26% 26%

27% 29%

30% 30%

34% 34%

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

MemphisLexington

AtlantaBend, OR

Minot-Bismarck-Dickinson (Williston)Salisbury

IndianapolisGreenville-Spartanburg-Asheville-Anderson

Myrtle Beach-FlorenceCharleston, SC

NashvilleWilmington

Greensboro-High Point-Winston SalemCharlotte

Raleigh-Durham (Fayetteville)

DMA/Hispanic millennial % change (2013-2018)

% CHANGE

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

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

6.14%

3.01%

16.79%

15.66%

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

Black Households

White Households

Asian Households

Hispanic Households

2013-2018

% GROWTH

12 Yet 44% of Hispanic Millennials are foreign-

born

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

13 To 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

15 The Hispanic Millennial Project is a joint

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

market research firm ThinkNow Research.

16 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

17 Research Methodology

18 Research 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

19 Acronyms

• “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

21 Hispanic Millennials vs. Hispanic 35+

22 Hispanic Millennials vs. Hispanic 35+

23 Hispanic Millennials vs. Hispanic 35+

24 Hispanic Millennials vs. Non-Hispanic Millennials

25 Hispanic Millennials vs. Non-Hispanic Millennials

26 Hispanic Millennials vs. Non-Hispanic Millennials

27 Hispanic Millennials vs. Non-Hispanic Millennials

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

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

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

Emerging Themes & Insights

32

Hispanic Millennials (particularly foreign-born) are much more

optimistic

33 63%

39%

60%

69%

41%

57%

HispanicMillennials

----------

Non-Hispanic

Millennials----------

HispanicMillennials

US Born----------

HispanicMillennials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree

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

34

Hispanic Millennials continue to believe &

be driven by the American Dream

35 Hispanic Millennials believe much more in the “American dream” vs. Non Hispanics The “American Dream” is something I believe in

71%

55%

73% 65%

70% 68%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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

67%

54%

66% 69% 64%

60%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

37

Hispanic Millennials have different perceptions of

success

38 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%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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

68%

64%

67%

70%

73%

71%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

40

Heightened importance of higher

education

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

to only 31% of non-Hispanic millennials

A Future Goal

42 Graduating from a 4-year college is a

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

Indicator of Success

43 84% of Hispanic millennials plan on

getting a graduate degree compared to only 57% of non-Hispanic millennials

Plans for Advanced Degrees

44

Foreign Born Millennials - the

forgotten segment

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

49%

30%

46%

56%

40%

55%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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

49%

41% 44%

62% 57%

53%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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

9% 9% 9%

3%

12%

40% 40% 39%

32%

43%

16%

19%

7%

31%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

HispanicMillennials

----------

HispanicMillennials

US Born----------

HispanicMillennials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

Spanish only

Spanish mostly

Spanish and English equally

English mostly

English only

48

Re-evaluating the decision maker in the Hispanic household

49 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 householdcosts (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-HispanicMillennials----------HispanicMillennials----------

50

Hispanic Millennials: entrepreneurial at

heart

51 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

52 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

What’s Next

54 Next Phases of The Hispanic Millennial Project Upcoming Waves

• Healthcare - Behaviors, Motivations, and Attitudes

• Segmentation

• Banking / Financial Service Behavior

• Points of Tension

55 Sign-up for the full reports @

www.HispanicMillennialProject.com … and follow-us on Twitter @HispMillennial