hispanic millennial project - wave 5 - media, entertainment & technology

The Hispanic Millennial Project

Wave 5: Media, Entertainment & Technology

July 2015

Agenda

• Wave 5 Research Unveiling

– Introduction

– Why Hispanic Millennials?

– What we discovered

– Ten Key Themes

– Points of Tension

– Implications for Marketers

– Consistent Themes Across All 5 Waves

– What’s Next

#HMP5

Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets

thinknowresearch.com/blog

Roy Eduardo Kokoyachuk

#HMP5

The Hispanic Millennial Project is a joint research

study developed by integrated cross-cultural

advertising agency Sensis and market research firm

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

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.

BACKGROUND

• Advertising & digital agency

• 67 employees

• 17 years in business

• Independent, minority-owned

and certified (SCMBDC, SBA)

• Offices in L.A., D.C., Austin,

Little Rock, and Atlanta

SOLUTIONS

• Advertising

• Digital Experiences

• Earned Media

• Branding

• Market Research

• Challenges & Competitions

• Marketing Oversight

Integrated cross-cultural advertising

agency

OYE! is a natural language processing solution that can analyze conversation in English, Spanglish and

Spanish to derive meaning from unstructured social conversation among Hispanics.

OYE!

is designed not only to identify Hispanics, but to also derive insights marketers can use in planning

campaign strategy, messaging and targeting.

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

Digs deeper into points of tension,

segmentation, and difference between

U.S.-born vs. foreign-born.

www.HispanicMillennialProject.com

What the study covers

Topics we have explored

• Introduction, Higher Education, & American Dream – The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful

differences between this group and other cohorts.

• Healthcare & Wellness – The 2nd wave focused on healthcare and explored attitudes and behaviors associated with health, diet, and

exercise, as well as health-related technology, insurance, and the Affordable Care Act.

• Financial Services & Wealth – The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial

well-being, and banking.

• Food, Beverage, & Alcohol – The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and

alcohol consumption.

This 5th wave explores the impact

of culture on the Millennial

consumption of media, technology,

and entertainment.

Wave 5 research also surveyed

African-American and Asian Millennials

Cross cultural analysis

But Younger Americans are more likely to be Multicultural half of which

are Hispanic

8%

12%

19%

21%

24%

25%

26%

9%

12%

13%

14%

14%

14%

14%

4%

5%

7%

5%

5%

6%

6%

2%

2%

2%

2%

3%

4%

5%

78%

70%

60%

57%

54%

52%

50%

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

US RACE/ETHNICITY* BY AGE 2015

Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic.

38% of US Population is Multicultural

Mixed Race & Other

Hispanic Millennials are especially influential 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

Yet 44% of Hispanic Millennials are foreign-born

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

Why 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

Non-traditional markets are witnessing the fastest growth

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%

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

Hispanic Millennials are responsible for over a third of all U.S. Hispanic Spending

Annual Spending Power

Hispanics 35+

HispanicMillennials

$920 Billion

$580 Billion

Total Hispanic

Annual

Spending Power

$1.5 Trillion

Source: Selig Center for Economic Growth 2015 Estimate.

and 40% are foreign-born!

Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

Methodology

• 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.

• 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 Hispanic origin

Self-identify as Hispanic origin

Self-identify as White Non-Hispanic origin*

Self-identify as Asian

Self-identify as African-American

Age 18 to 34 years of age

35 to 64 years of age




Base Size N=306 (Foreign Born: 91)

N=305 (Foreign Born: 95)

N=301 N=300 N=300

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:

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

What we have discovered

#HMP5

Multicultural Millennial Profiles

Active social media users who comment and

post, typically from their Android devices

Facebook and YouTube are their sites of

choice, but are using Instagram more and more

and use Google+

Still consuming Spanish media across devices

and platforms

Casual gamers who are still using consoles

Music is a passion point but are more likely

to listen on YouTube than music streaming

services

Positive attitudes towards mobile advertising

Still using laptops, in addition to tablets

and other devices


Most likely to subscribe to Netflix and be binge TV viewers

Heaviest gamers who like fantasy and first person shooter games

Most likely to use Facebook & Pinterest

Constantly connected to social media

Using tablets in addition to laptops, but dumping desktops

Are TV binge watchers

Still watching some network TV and a few cable channels

Are gradually watching Netflix more than network/cable TV

Non-Hispanic White Millennials

Highest earners, not as stressed about finances

Most pessimistic in believing that their dreams will come true

Are not heavy gamers who stick to casual formats on their mobile devices

Only group to be more likely to own an Apple vs. Android phone

Are still heavily influenced by advertising

Own and use all devices (laptops, tablets, and even desktop computers)

Are starting to completely abandon network / cable TV in favor of streaming services

Are social media observers and lurkers

Asian Millennials

The most active social media users who comment and post regularly across Facebook, Instagram and Twitter

Those that game are hardcore

Lower income than other Millennials & concerned about financial future

Being wealthy is a goal but stability and positive family & love relationships is part of that goal

The most active social media users who comment and post regularly across Facebook, Instagram and Twitter

Laptops and phones are devices that get the most use

Outside of Netflix, still watching some cable networks like BET

Are heavy TV show bingers

African American Millennials

10 Key Themes

#HMP5

Theme 1: Stories about hard work and freedom still resonate

Hispanic Millennials believe that dreams can be achieved

through hard work

77% 73%

69% 67% 60%

65% 70% 69%

I believe that everyone can achieve their dreams if they try hardenough.

Hard work always pays off.

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

Please rate how much you agree or disagree with the following statements. Top 2 Box Agreement

… and are the most likely to believe that everyone has

the freedom to pursue their dreams

82% 79% 77% 73%

Everyone should have the freedom to pursue their dreams.


Please rate how much you agree or disagree with the following statements. Top 2 Box Agreement

Theme 2: Customization is key when it comes to Pay TV services

Many Hispanic Millennials report that they would like a

la carte choices

42%

36%

18%

29%

Yes


Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50 per month or less?

Desire for customization most pronounced among Foreign-

Born Hispanic Millennials

36%

56%

Yes

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

Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50 per month or less?

Theme 3: Social media heavily influences entertainment consumption

Not surprisingly, all Millennials use social media on a daily basis Hispanic Millennials spend the most amount of time on

social media

68% 68% 63% 63%

1+ Hours


On a typical day, approximately how much time would you say you spend on social media each day?

Hispanic Millennials Non-Hispanic White Millennials


2.74 2.58 2.25 2.62 Mean

Yet, social media are more apt to influence Hispanic Millennials entertainment consumption Particularly for movies and TV

17%

13%

16%

13%

From movie companies that I follow on social media (Facebook, Twitter,Instagram, etc.)



Which of the following sources would you say influence the movies you go watch at a theater?

24%

16% 18% 18%

From networks that I follow on social media (Facebook, Twitter, Instagram,etc.)



Which of the following sources would you say influence the programs you watch?

Theme 4: Hispanic Millennials are more open to mobile advertising

Hispanic Millennials are more likely to look at mobile

text ads

46%

37% 38% 41%

Looked at a text ad you received.


Which of the following activities have you done the past 7 days on your mobile phone?

STUDY NAME : Winter 2015 NHCS Adult Study 12-month

… and are more likely to be influenced by mobile advertising

Particularly compared to Non-Hispanic White and Asian Millennials

24%

17%

21%

25%

I am likely to purchase products I see advertised on my cell phone.


STUDY NAME : Winter 2015 NHCS Adult Study 12-month

Theme 5: New technology, like wearables, is making inroads among

Non-Hispanic White Millennials

Non-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


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

Non-Hispanic White Millennials are leading adopters of new technology like SmartTVs

Followed closely by Hispanic Millennials

60% 62% 59% 58%

SmartTV


Please indicate if you own or have access to a SmartTV

Theme 6: Non-Hispanic White Millennials appear to drive box office receipts

Non-Hispanic White Millennials movie drive attendance

Hispanic Millennials aren’t far behind

30% 33%

21% 22%

5+ times


How many times have you watched a movie in a theater in the past 6 months?

Non-Hispanic White Millennials are going to movies almost monthly ..with Hispanic Millennials are tracking closely

behind


Non-Hispanic White

Millennials

Asian Millennials

African-American

Millennials

4 5 3 3

Mean

How many times have you watched a movie in a theater in the past 6 months?

Theme 7: Non-Hispanic White Millennials are embracing mobile gaming

Non-Hispanic White Millennials lead in playing mobile games But multicultural millennials are not far behind

58% 62%

59% 56%

Played a video game on a mobile device such as a cellphone or tablet


Have you played a video game on a mobile device such as a cellphone or tablet in the past 12 months?

And over half play on a daily basis

45%

56%

49% 46%

Daily


How often do you play a video game on a mobile device such as a cell phone or tablet

Also, more likely to indicate that mobile gaming is their

favorite way to play

26% 27%

23% 23%

On a mobile device such as a cellphone or tablet


What is your favorite way to play video games?

Theme 8: “Promise of a digital world” transports Hispanic Millennials to

a future state

Hispanic Millennials feel the spread of technology is

leading to an advanced world

14%

10%

14%

7%

12%

8% 9% 9%

A digital/technologically advanced world Proliferation/spread of digital technology


What does the phrase “the promise of a digital world” mean to you?

Theme 9: Hispanic Millennials are still watching live TV, for now…

Hispanic Millennials are still watching live TV

programming

66% 63% 56% 54%

Live/when the show airs on network TV



What are all the ways that you watch TV programming?

40%

30% 32% 37%

Live/when the show airs on network TV



How do you watch TV programming most often?

However, exclusive online programming is driving them

to adopt streaming services

46%

34% 34%

27%

Certain shows I like are only available online


What are the reasons why you see yourself watching mostly or only online/streaming programming versus cable/satellite?

As a result, streaming services like Netflix prevail But not at the expense of live TV

66% 63%

18% 16% 9% 7% 7%

2%

63% 69%

27% 26%

13% 11% 11% 6%

56% 55%

24% 24%

15% 10% 8%

3%

54% 62%

23% 17%

5% 10% 7%

2%

Live/when theshow airs onnetwork TV

Netflix Hulu Amazon Prime Apple TV Google TV Roku Sling TV



OYE! Social Insight: Netflix was by far the Hispanic favorite as it

was the most mentioned online movie platform

with 97% of the conversation.

63% 69%

55% 62%

Netflix




Theme 10: African-American Millennials are heavy gamers

African-American Millennials log heavy gaming hours

Second only to Non-Hispanic White Millennials

6.54

8.97

5.83

7.23

Mean number of hours per week


Hours Per Week (Base: Video Game Players)

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

Letter indicates significance at 95% CL.

Which of the following best describes you in regards to playing video games?

Type of Video Game Player Base: Play Video Games

62% of African-American Millennial gamers are “core,”

“hardcore,” or “pro” gamers

48%

32%

18%

3%

34% 38%

22%

7%

48%

36%

13%

3%

38% 33%

23%

6%

‘Casual’ video game player (only play a few games from time to time)

‘Core’ player (play more than a casual player, but not as much as a hardcore

player)

‘Hardcore’ player (frequent purchaser of games, spend a great deal of time playing)

‘Professional’ player (extremely serious about playing, participate in competitions,)


Key Findings: 10 Key Themes

1. Stories about hard work and freedom still resonate

2. Customization is key when it comes to Pay TV services

3. Social media heavily influences entertainment consumption

4. Hispanic Millennials are more open to mobile advertising

5. New technology, like wearables, is making inroads among Non-Hispanic White

Millennials

6. Non-Hispanic White Millennials appear to drive box office receipts

7. Non-Hispanic White Millennials are embracing mobile gaming

8. “Promise of a digital world” transports Millennials to a future state

9. Hispanic Millennials are still watching live TV, for now…

10. African-American Millennials are heavy gamers

Points of Tension

#HMP5

One of the most important ways to

establish a deeper understanding of

multicultural 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

Point of Tension 1: Hispanic Millennials want to see themselves in the media without

seeing themselves in the media

Strong correlation between heritage and entertainment

choices

69%

58% 60% 63% 59% 58%

62% 65% 64% 67%

59% 59%

Music you listen to Movies you watch TV programs you watch


How much of an influence would you say your culture/heritage is on each of the following? (A big influence/Somewhat of an influence)

Yet, the ethnicity of an actor is not as relevant to Hispanic Millennials In sharp contrast to Asian and African-American

Millennials

45% 51%

58%

40%

56%

41%

Net: More interested Makes no difference

Hispanic Millennials Asian Millennials African-American Millennials

If a new TV program has actors of the same ethnic background as you, what impact does this have on your interest level in seeing the program.

Point of Tension 2: Language is more important than platforms, but that may change…

Spanish language programming is helping to sustain

Hispanic Millennial viewership of cable TV

23%

10%

6% 4%

Spanish-language programming


What are the reasons why you see yourself watching mostly or only cable/satellite programming versus online/streaming?

However, they are increasingly becoming more bilingual

in their viewing preference

6%

14%

35%

21% 23%

Spanish only Spanish mostly Spanish and Englishequally

English mostly English only


In what language do you most often use the following forms of media? (Television)

As a result, the importance of language is becoming

secondary to preference of format

31%

21% 22%

28%

Cable/Satellite and Online/streaming equally

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

Thinking about the near future (2-3 years from now), how do you see yourself watching TV programming?

Point of Tension 3: Cultural disconnect between fate and optimism of the Hispanic Millennial immigrant

journey

Foreign-Born Hispanic Millennials believe that hard

work will help them reach their dreams

75% 71%

81% 76%

I believe that everyone can achieve their dreams if they tryhard enough

Hard work always pays off


Please rate how much you agree or disagree with following statements. (Top 2 Box Agreement)

Yet are less likely to feel that everything will work out

in the end

70%

59% 64%

54%

I believe that I have control over my future Everything works out in the end


Please rate how much you agree or disagree with following statements. (Top 2 Box Agreement)

Point of Tension 4: Clear Dissonance between Asian and Western cultural beliefs

Asian Millennials reject themes commonly expressed in

American pop culture

82% 77% 77% 76% 73%

68% 64%

57%

79%

69%

78% 80%

67% 71%

66%

57%

77%

60%

71% 74%

65% 64% 60%

48%

73% 70% 75% 75%

69% 69% 64%

55%

Everyone shouldhave the freedom

to pursue theirdreams

I believe thateveryone canachieve their

dreams if they tryhard enough

I believe thateveryone shouldfollow their own

path

Everyone deservesto be treated

equally

Hard work alwayspays off

I believe that I havecontrol over my

future

I believe in happyendings

Everything worksout in the end


Please rate how much you agree or disagree with the following statements. (Top 2 Box Agreement)

Point of Tension 5 Music is a key cultural passion point, but not via streaming radio

services

Strong correlation between heritage and music For all multicultural millennials

69% 63% 62%

67%

Music you listen to



How much of an influence would you say your culture/heritage is on each of the following? (A big influence/Somewhat of an influence)

African-American Millennials spend most of their time streaming music And Hispanic Millennials are streaming over 3

hours a day!

3.00 3.01

2.63

3.94

How Many hours do you listen to online streaming music per day


Yet, YouTube is the most popular music platform for multicultural Millennials The least customizable music platform is where multicultural millennials

are listening to their music

Gap between YouTube and

Pandora/Spotify use is greatest with

multicultural millennials

– Asian Millennials: 30%

– African American Millennials: 19%

– Hispanic Millennials: 17% point gap

78%

61%

38% 33% 29%

20%

74%

62%

44% 40%

26% 24%

82%

52% 46%

40%

23% 17%

81%

62%

35% 39%

28% 20%

YouTube Pandora iTunes Spotify iHeartRadio Google Play



Which of the following services/platforms do you listen to music?

Point of Tension 6: Entertainment plays a dual role for Foreign-Born Hispanic Millennials

Entertainment helps Foreign-Born Hispanic Millennials

remain connected to their culture

26%

17% 17%

33%

24% 25%

Music you listen to Movies you watch TV programs you watch


How much of an influence would you say your culture/heritage is on each of the following? (Big Influence)

However, they also use entertainment to learn about

American culture

14%

21%

To learn something new


I entertain myself to learn something new

Point of Tension 7: Hispanic Millennials are embracing all things mobile except gaming

Hispanic Millennials are more likely to utilize features

on their smart phone

88% 82% 79% 77% 75% 72%

87%

71% 76% 74%

70% 67%

83% 75% 78%

73% 69%

65%

85%

74% 75% 67% 67%

62%

Used a search enginelike Google or Yahoo

Listened to music Watched a video Sent a text to someoneyou know

Visited or used a socialnetworking site

Used an application or"App"


Which of the following activities have you done in the past 7 days on your mobile phone?

Yet, that mobile penchant is not as strong for gaming

67% 71% 70%

64%

Played a game


Which of the following activities have you done in the past 7 days on your mobile phone?

Implications for Marketers

#HMP5

Identify and leverage

points of tension

For Content Creators

• African-American & Asian actors are very important to connecting to those Millennial groups

• Emphasize broadcast/cable programming for Hispanic, Non-Hispanic White, and African-

American Millennials

– They are least likely to cut the cord

• Content should reflect unique life experiences of Hispanic Millennials, not just their ethnic

identity

• Breakdown key content into pieces in order to appeal to various audiences

African American Millennials are a core segment of gamers to be targeted for new games, genres, and platforms

Hispanic Millennials are embracing mobile technology, just not mobile games

– Potential opportunity to leverage mobile behavior to drive segment growth

For Gaming Industry

For Pay TV Providers

• Streaming services should add/create more Spanish and Asian language content

– Develop more exclusive Spanish and Asian language program for streaming services – Hispanic Millennials are most likely to switch to streaming due to shows they can only

get online

• Create custom bundles for Hispanic Millennials – Particularly slim bundles for Foreign-Born Hispanic Millennials > $50

• Opportunity for new OTT players with packages designed for Foreign-Born Hispanic Millennials

• When possible, highlight messaging around customization in packages

Market tablets as PC replacements to Foreign-Born Hispanic Millennials -- big opportunity

Biggest opportunity for wearables is Non-Hispanic White Millennials

Smart watch makers should target African-American Millennials

– Opportunity for all wearables with African-American Millennials

For Technology companies

For advertisers

• Movies/TV programs should consider more social media tactics to target

Hispanic Millennial/Foreign-Born Hispanic Millennial consumers

• Paid social media for time-sensitive content, products, and services (events,

fairs, movies, etc.)

• Start with influencer outreach and word-of-mouth, instead of traditional

advertising (TV, OOH), for promoting TV programs to multicultural Millennials

• YouTube is a more effective platform to reach millennial music streamers than

Pandora or Spotify

Some industries have a lot of education to do

Wearables

Mobile gaming

Actionable Opportunity Advertisers

• Capitalize on the use of wearables and mobile gaming among Non-

Hispanic White Millennials by creating experiential opportunities

– Movie theater activation that combines entertainment, technology, and gaming activities

Advertising on live TV

still an effective way to reach Hispanic

Millennials

Actionable Opportunity Advertising Live TV Programming

• Capitalize on the excitement of live TV to connect with Hispanic

Millennials

– Facilitate interactivity with content/brands through apps that sync up to live television

– Empower Hispanic Millennials to “be in the know” and share experiences/commentary on social media

Consistent Themes across all HMP

Waves

#HMP5

Consistent Themes Across Waves 1-5

• Hispanic Millennials trust established brands like Apple, Coke, Pepsi, and Wal-Mart

• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like wealth, health, happiness, and technology

• Hispanic Millennials embrace technology – for financial services, health, shopping, and entertainment

• The Hispanic Millennial is a key decision-maker in Hispanic households

• The importance of Spanish-language media among Hispanic Millennials

Consistent Points of Conflict Across Waves 1-5

• Hispanic Millennials struggle with wanting to fit in vs. standing out

• Hispanic Millennials struggle to connect with their culture, whether via

entertainment, food, or social media

What’s Next

#HMP5

Download the full reports at www.HispanicMillennialProject.

com

follow-us on Twitter

@HispMillennial

The full Wave 5: Media, Technology,

Entertainment report will be

available for download the week of

August 10, 2015

Groundbreaking research initiative on

cross-cultural Gen Z segment

– The largest generational cohort alive in the U.S. (25% of total pop)

– The last generation where Non-Hispanic Whites make up the majority (at 53%)

Designed to understand Hispanic, African-

American, Asian and general market Gen Z

and their digital behavior

Our next study will kick-off in September

Millennials are so

yesterday!

Gen Z Report

Gen Z defined: The generation born

between 1995 and 2010 (currently between the

ages of 4 and 20)

THANK YOU!

Appendix:

Hispanic Millennials Social Media

• 90% are Social Media Users

I rarely comment or post content online.

39%

I regularly comment or post content online.

41%

I always comment or post content online.

15%

Facebook (73%)

– To stay connected with friends (85%)

– To stay connected with family (83%)

– To check up on people (75%)

YouTube (71%)

– To be entertained (74%)

– To stay on top of trends (music, movies, fashion, etc.) (51%)

– To find recipes (45%)

Google+ (45%)

– To get news (57%)



Instagram (45%)

– To follow certain people (70%)


– To show off something (64%)

Top Sites Visited on a Daily Basis

Hispanic Millennials Video Games

• Top Video Game Activities in the past 12 months: – Played a video game on a console video gaming system (e.g.

PlayStation, X-Box, Wii) (61%)

– Played a video game on a mobile device such as a cellphone or tablet (58%)

– Played a video game on a laptop or desktop computer (46%)

– Used a gaming console to stream other forms of entertainment such as movies or TV programs (37%)

– Watch others play online games live (31%)

‘Casual’ video game player (only play a few games time to time.)

48%

‘Core’ player (play more than a casual player, but not as much as

a hardcore player.) 32%

‘Hardcore’ player (frequent purchaser of games, spend a great

deal of time playing.) 18%

Spend on average 7 hours a week

playing video games.

• Type of games usually played: – Adventure/Fantasy (45%)

– First Person Shooter (41%)

– Arcade (Pac-Man, Super Mario, Donkey Kong, etc.) ( 38%)

– Fighting (38%)

– Racing/Driving (35%)

Type of Gamer

Hispanic Millennials Technology/Mobile

• Top Devices Owned:

– Smartphone (cell phone with ability to download apps, access the internet, etc.) (96%)

– Laptop Computer (89%)

– Video game console (85%)

– Tablet like an iPad, Samsung Galaxy or Kindle Fire (77%)

– Desktop Computer (77%)

*I like the idea of the cell phone moving beyond voicemail and text

messaging capabilities. 52%

*I like to be connected to my friends and family wherever I am.

61%

*I use my cell phone in many different ways to get the

information I need. 64%

• Top Operating Systems Used

(Mobile): – Android (53%)

– iOS (Apple) (41%)

• Top Mobile Activities Past 7 Days: – Used a search engine like Google or Yahoo (88%)

– Listened to Music (82%)

– Watched a video (79%)

– Sent a text to someone you know (77%)

– Visited or used a Social Networking site (75%)

*STUDY NAME : Winter 2015 NHCS Adult Study 12-month

Hispanic Millennials Media/Entertainment

46% have streamed-Spanish-language programming in the

past 30 days

• Top TV Networks watched in the past 7 days:

• Telemundo (33%) • HBO (30%) • Univision (29%) • ABC (29%) • FOX (27%) • Comedy Central (25%) • Discovery Channel (25%)

*I like television commercials that make me laugh.

51%

*When I am watching television, I am usually involved in other

activities. 44%

*I often pay attention to the commercials that play along with

the movie. 40%

• Top sources that influence programs watched:

• Word-of-mouth (41%) • Advertising on TV (37%) • Recommendations from

friends on social media (29%) • My spouse/significant other

(29%) • Recommendations from

services like Netflix, Hulu, etc. (27%)

• Top sources that influence movies watched:

• Advertising on TV (48%) • Word-of-Mouth (37%) • Recommendation from friends

on social media (34%) • My spouse/significant other

(32%) • Movie reviews online (31%)

• Top ways of watching TV programming: • Live/when show airs on

network TV (66%) • Netflix (63%) • YouTube (57%) • DVD (rented or

purchased)(32%) • Recorded via a DVR (31%)


Non-Hispanic White Millennials Social Media

• 81% are Social Media Users*

• 74% access social media from a smartphone*

Facebook (71%)




YouTube (61%)




Twitter (38%)




Instagram (44%)






36%


39%


17%


Non-Hispanic White Millennials Video Games

• Top Video Game Activities in the past 12 months: – Played a video game on a mobile device such as a cellphone or

tablet (62%)

– Played a video game on a console video gaming system (e.g. PlayStation, X-Box, Wii) (56%)





34%







• Type of games usually played: – Adventure/Fantasy (52%)

– First person shooter (43%)

– Puzzles/Word or Number games (41%)

– Role Playing (35%)

– Fighting (34%)

Type of Gamer

Non-Hispanic White Millennials Technology/Mobile

• Top Devices Owned: – Smartphone (cell phone with ability to download

apps, access the internet, etc.) (88%)








68%

*Once I find a cell phone service provider I like, I stick with them.

64%








– Played a game (71%)


Non-Hispanic White Millennials Media/Entertainment

76% have reported that they have binge watched a television

program in the past 30 days.


• ABC (34%) • Comedy Central (32%) • ABC Family (27%) • FOX (26%) • Adult Swim (24%)

*I like television commercials that make me laugh.

62%


activities. 56%

*I typically avoid watching television commercials.

54%


• Word-of-mouth (40%) • Advertising on TV (36%) • My spouse/significant other


friends on social media (27%) • Recommendations from



• Advertising on TV (40%) • Word-of-Mouth (37%) • My spouse/significant other

(35%) • Movie reviews online (35%) • Recommendation from friends

on social media (27%)

• Top ways of watching TV programming: • Netflix (69%) • Live/when show airs on

network TV (63%) • YouTube (51%) • DVD (rented or

purchased)(40%) • Recorded via a DVR (34%)


Asian Millennials Social Media


Facebook (68%)




YouTube (72%)




Twitter (33%)


– To post content of my own/to be heard (48%)


Instagram (40%)






44%


37%


10%

Asian Millennials Video Games

• Top Video Game Activities in the past 12 months: – Played a video game on a mobile device such as a cellphone or

tablet (59%)

– Played a video game on a console video gaming system (e.g. PlayStation, X-Box, Wii) (53%)


– Watch recorded videos of others playing video games (40%)



48%







• Type of games usually played: – First person shooter (43%)

– Role Playing (41%)

– Adventure/Fantasy (39%)

– Puzzles/Word or Number games (38%)

– Fighting (34%)

Type of Gamer

Asian Millennials Technology/Mobile







*I like the idea of the cell phone moving beyond voicemail and text

messaging capabilities. 62%

*My cell phone should help me get work done when and where I

want. 57%


56%


(Mobile): – iOS (Apple) (52%)

– Android (43%)





– Played a game (70%)


Asian Millennials Media/Entertainment

16% of Asian Millennials report that they do not watch network

TV (this is more so than any other Millennial cohort.)


• ABC (29%) • Discovery Channel (24%) • ABC Family (22%) • Comedy Central (21%) • Disney Channel (20%)

*I like television programs that make me laugh.

55%


activities. 54%

*I typically avoid watching television commercials.

47%


• Word-of-mouth (42%) • Advertising on TV (31%) • Recommendations from

friends on social media (29%) • My spouse/significant other




• Advertising on TV (41%) • Word-of-Mouth (41%) • Recommendation from friends

on social media (38%) • Movie reviews online (36%) • My spouse/significant other

(29%)

• Top ways of watching TV programming: • YouTube (67%) • Live/when show airs on

network TV (56%) • Netflix (55%) • Recorded via a DVR (29%) • Hulu (24%)


African-American Millennials Social Media


Facebook (66%)




YouTube (69%)




Google+ (42%)

– To get news (41%)

– For school (32%)


Instagram (46%)



– To be entertained (52%%)



35%


37%


20%

African-American Millennials Video Games

• Top Video Game Activities in the past 12 months: – Played a video game on a console video gaming system (e.g.

PlayStation, X-Box, Wii) (58%)

– Played a video game on a mobile device such as a cellphone or tablet (56%)


– Watch recorded videos of others playing video games (34%)



38%







• Type of games usually played: – Fighting (50%)

– Adventure/Fantasy (46%)

– First person shooter (40%)

– Sports (40%)

– Puzzles/word or number games (36%)

Type of Gamer

African-American Millennials Technology/Cable










59%

*Once I find a cell phone service provider I like, I stick with them.

57%








– Visited or used a social networking site (67%)


African-American Millennials Media/Entertainment

73% have reported that they have binge watched a television

program in the past 30 days.


• ABC (36%) • BET (32%) • Cartoon Network (25%) • FOX (24%) • ABC Family (23%)

*I like television programs that make me laugh.

56%

*I often pay attention to the commercials that play along with the movie previews in the movie

theater. 49%


activities. 48%


• Advertising on TV (37%) • Word-of-mouth (36%) • Recommendations from


• Recommendations from friends on social media (20%)

• My spouse/significant other (18%)


• Advertising on TV (48%) • Word-of-Mouth (34%) • Movie reviews online (27%) • My spouse/significant other

(21%) • Recommendation from friends

on social media (19%)

• Top ways of watching TV programming: • Netflix (62%) • YouTube (55%) • Live/when show airs on

network TV (54%) • DVD (rented or purchased)

(27%) • Recorded via a DVR (25%)