hispanic millennial attitudes towards health & wellbeing

The Hispanic

Millennial Project

Attitudes towards Health and Wellbeing

National Conference on

Health Communication, Marketing, and Media

Atlanta, GA

August 11 – 13, 2015

The Hispanic Millennial Project is a joint

research study developed by cross-cultural

advertising agency Sensis and market

research firm ThinkNow Research.

3

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

ThinkNow Research

ResearchFortune 500 clients

Over 30 years of research experience specifically in

the Hispanic and multicultural market

Only multicultural 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.

4Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets thinknowresearch.com/blog

Roy Eduardo Kokoyachuk [email protected]

Ph: 818-843-0220 x102

5Research Methodology• ThinkNow Research has conducted 5 Waves of a nationwide online survey from March

2014 till June 2015

• A total of n=6,688 interviews have been completed. Qualified respondents were segmented into one of the following groups:

• N=300 respondents from each group have been included per wave.*

• 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 Hispanicorigin

Self-identify as Hispanicorigin

Self-identify as White Non-Hispanicorigin

Self-identify as Asian

Self-identify as African-American

Age 18 to 34 years 35 to 64 years 18 to 34 years 18 to 34 years 18 to 34 years

This compilation of Hispanic Millennial

Project data pulls findings from several

waves to create a comprehensive

picture of Millennial attitudes towards

health and wellbeing. The research

draws from:

• 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


• Primary Research/Quantitative

Research – Online survey data

gathered by ThinkNow Research

Research Abstract:

* Hispanic Millennials were included in all five waves. Other groups were included/excluded in each wave depending on topic being addressed.

6Why Hispanic Millennials?Hispanic 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

7But Younger Americans are more likely to be Hispanic

8%

12%

19%

21%

24%

25%

26%

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

% OF US POPULATION THAT IS HISPANIC BY AGE

Hispanic Origin Non-Hispanic

Source: US Census: Projection 2015.

Hispanics are currently 18% of Total Population

50% of US Population Under 5 is currently of

minority descent

8Why 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

9Five Key Themes:

Hispanic Millennials…

1. Have sophisticated health attitudes

2. Are engaged in healthy lifestyles

3. Embrace technology. Is that pro or anti-health?

4. Send conflicting messages regarding diet

5. Are widely insured but not apt to visit doctors

Theme 1:

Hispanic Millennials Have

Sophisticated Health Attitudes

11Diet, feeling good, and exercise define health“What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)

Source: TMP Wave 2

12Proactive about managing health“Which, if any, preventative measures are you taking to avoid health problems in the future?”

Source: TMP Wave 2

13Report lower levels of stressWhich 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?”

Source: TMP Wave 2

14Yet concerned about hereditary illnesses“You mentioned that you are concerned about getting an illness / condition in the future. What illness /

condition is that?”

Source: TMP Wave 2

Health Attitudes

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

16U.S. Born emphasize mental health U.S. born Hispanic Millennials are more likely to define health as being happy, while Foreign born

Hispanic Millennials are more likely to define it as not having physical problems.

What does being “healthy” mean to you? How do you define “healthy”?

Source: TMP Wave 2

17Preference for home remedies over medicine Foreign Born Hispanic Millennials are more likely to prefer home remedies over medicine compared

to U.S. Born Hispanic Millennials.

Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes).

Source: TMP Wave 2

Health Attitudes

Hispanic Millennial Males vs. Females

19More optimistic about their healthHispanic Millennial Males are more optimistic about their health compared to women.

How would you rate your overall health? How do you think your health will be 5-10 years from now?

Source: TMP Wave 2

20More likely to suffer from a health condition Hispanic Millennial Females are more likely to suffer from clinical depression compared to

males.

Source: TMP Wave 2

21Online 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?”

Source: TMP Wave 2

Theme 2:

Hispanic Millennials are Engaged in Healthy

Lifestyles

23More likely to exercise regularly“How often do you exercise, if at all?”

4+ Times per Week (Net)

Source: TMP Wave 2

24And exercise for health-related reasons“Please rank the top 3 reasons why you exercise.”

Source: TMP Wave 2

25Significantly higher engagement in team sportsDifference in attitudes towards exercise & corroborates close knit social ties.

“Which of the following types of exercise do you take part in regularly?”

25%

14%

0%

5%

10%

15%

20%

25%

30%

Playing a Team Sport

Hispanic Millennial Non-Hispanic Millennial

14%

23%

Hiking

Hispanic Millennial Non-Hispanic Millennial

Source: TMP Wave 2

Theme 3:

Technology Pro or Anti-health?

2774% 76%

66%

73%

60%

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials Hispanics 35-64

Binge viewing has become the norm for many Millennials.

Letter indicates significance at 95% CL.

(A) (B) (C) (D) (E)

Q30. In the past 30 days, have you watched 3 or more back-to-back episodes of the same program?

Have Watched 3+ Back-to Back Episodes of Same Program in Past 30 Days

E CE E

Source: TMP Wave 5

286.5

9.0

5.8

7.2

5.1

Mean Number of Hours Per Week


CE

E

ACDE

Non-Hispanic White Millennials spend the most time playing video

games, followed by African-American Millennials.

Letter indicates significance at 95% CL.

Q15. During an average week, approximately how many hours do you spend playing video games?

Hours Per WeekBase: Video Game Players

Source: TMP Wave 5

(A) (B) (C) (D) (E)

294.3

3.84.1 4.3

3.4

Mean Number of Times Per Day

2.72.6

2.2

2.6

1.8

Mean Number of Hours Per Day


E E

E

E E FE

Millennials spend nearly 3 hours on social media each day and update

or check their social media sites through their cellphone an average of

4 times a day.

Letter indicates significance at 95% CL.Q9. On a typical day, approximately how much time would you say you spend on social media each day?Q11. In a typical day, how many times do you use your cell phone to update your status or check in with social media

Average Hours Spent on Social Media Per DayAverage No. of Times Use Cellphone to

Update/Check in With Social Media

CE

Source: TMP Wave 5(A) (B) (C) (D) (E)

30Non-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

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials

How likely are you to purchase any of the following products in the near future?

Source: TMP Wave 5

31

Theme 4:

Conflicting Messages on Heathy Diet

32Common Diets Hispanic and non-Hispanic Millennials converge in terms of what they avoid eating.

Biggest Concern Overall

“Please rank the top 3 things you look for in food before eating (or the ones you try to avoid most).”

Source: TMP Wave 2

33However, some Hispanic Millennials don’t feel that processed foods are bad for you

31%

24% 23%22% 21%

17%17%19%

16%

27%

30%

23%

0%

5%

10%

15%

20%

25%

30%

35%

Processed meats/cold cuts Frozen pre-packed meals Food additives/preservatives

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials

Hispanic millennial males talk about organic and

natural foods in a negative way at over 2X rate of their

female counterparts

Please indicate how healthy each of these types of foods/ingredients are in general? Summary of foods rated GOOD for you

↑↓ and letters indicate statistically significant difference (95% confidence)

(A) (B) (C) (D)

BCBC

Source: TMP Wave 4

34Source: TMP Wave 4

35Hispanic Millennials report a preference for home-cooked meals

81%77%

83%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Net: At least once a week


How often do you do each of the following, if at all? Cook meals from scratch (myself)


(A) (B) (C) (D)

DD

Source: TMP Wave 4

36Yet are more likely to eat fast food weekly

62%

51% 52%

58%

0%

10%

20%

30%

40%

50%

60%

70%

Net: At least once a week


How often do you do each of the following, if at all? Eat at a fast food restaurant (including drive-thru)


(A) (B) (C) (D)

BC

Source: TMP Wave 4

37

Theme 5:

Widely Insured but not apt to visit doctors

38Most Now Have Health Insurance“Do you currently have health insurance?” (Age 18-64)

Q: Do you currently have health insurance? A: Yes (any form)

Source TNR Omnibus March 2015 Base: All Respondents – Hispanics (‘13 n=502, ‘14 n=504, ’15 n=604) Non-Hispanics (‘13 n=302, ‘14 n=306, ’15 n=974)

77% 76%

83%85%

83%

89%

All Hispanics Non-Hispanics

Nov. 2013 (A) May 2014 (B) March 2015 (C)

58%

82%78%

72%

85%

79%

66%

89%85%

Low Acculturation Bicultural High Acculturation

Nov. 2013 (A) May 2014 (B) March 2015 (C)

39But a higher percentage receive public assistance“How do you get your health insurance?”

Source: TMP Wave 2

40The doctor is the most trusted sourceWhich sources are you likely to use when looking for health-related information or

advice?

Source: TMP Wave 2

41Seeing a doctor is not part of the vernacular 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

Source: TMP Wave 2

Implications for Marketers

43Marketing 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

44Marketing 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

• Enlist doctors for endorsements

– Hispanic Millennials, particularly the Foreign Born, view doctors as an authoritative voice

• Highlight nutritional information especially about calories

– Hispanic Millennials pay attention to what they eat, particularly calories, sugars, and types of fats

45Other Considerations for Marketers

• Market organic products

– Hispanic Millennials are avid consumers of organic products and actively research them online

• Emphasize the added bonus of boosting physical appearance

– Hispanic Millennials are culturally tied to maintaining their health for the sake of physical appearance

• Communicate the long-term benefits of fitness

– Hispanic Millennials see exercise as a way to maintain health and avoid health problems later

Appendix

Sample Characteristics of each wave

47Research Methodology – Wave 1

• 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


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


• ThinkNow conducted a nationwide online survey in June 2014

• A total of 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 WhiteMillennials

Origin Self-identify as Hispanic origin Self-identify as Hispanic origin

Self-identify as White Non-Hispanic Origin




• ThinkNow Research conducted a nationwide online survey during October, 2014.

• A total of n=1,530 interviews were completed. Qualified respondents were segmented into one of

the following five segments. In this presentation we will focus on three segments:


Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials

Origin Self-identify as Hispanicorigin

Self-identify as Hispanicorigin

Self-identify as White Non-Hispanic origin*



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

50Research Methodology – Wave 4• ThinkNow Research conducted a nationwide online survey during March, 2015.

• A total of n=1,533 interviews were completed. Qualified respondents were segmented into one of the

following five segments. In this presentation we will focus on three segments:



Hispanics 35+ Non-Hispanic White Millennials

Asian Millennials African-American

Millennials



Self-identify as White Non-Hispanicorigin*



Age 18 to 34 years of age

35 to 64 years of age




Base Size N=301 (Foreign Born: 91)

N=305 (Foreign Born: 95)

N=327 N=300 N=300


51• 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. In this presentation we will focus on three segments:



Hispanics 35+ Non-Hispanic White Millennials

Asian Millennials African-American

Millennials



Self-identify as White Non-Hispanicorigin*



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 Methodology – Wave 5

52Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets thinknowresearch.com/blog

Roy Eduardo Kokoyachuk [email protected]

Ph: 818-843-0220 x102

hispanic millennial attitudes towards health & wellbeing

Health & Medicine