hispanic millennial project wave 1 research preview hispanicize 2014 2014april 2,
TRANSCRIPT
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_-----
-----
Hispan
ic_x0
00d_Mille
nnials_x
000d_US B
orn_x
000d_-----
-----
Hispan
ic_x0
00d_Mille
nnials_x
000d_Forei
gn_x
000d_Born
_x000d_--
------
--
Hispan
ic_x0
00d_35-64 US_
x000d_B
orn_x
000d_-----
-----
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
