Hispanic Millennial Project
Wave 1 Research Preview
Hispanicize 2014
2014April 2,
2Overview
• Introduction
• Why Hispanic Millennials
• The Hispanic Millennial Project Overview
• Comparing Hispanic Millen...
3
Jose R. Villa
President / Senior
Strategist
Sensis
Mario X. Carrasco
Partner
ThinkNow Research
@jrvilla
/in/JoseVilla
Th...
Introduction
5
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative per census
Unique recruitment model that ...
6
BACKGROUND
• Advertising & digital agency
• 43 employees
• 12 million in revenue (2013)
• 16 years in business
• Indepen...
Why Hispanic Millennials?
8Hispanic Population by Generation
0%
4%
17%
20%
25%
33%
0% 5% 10% 15% 20% 25% 30% 35%
(Hispanic)Greatest Generation
Silen...
9
21% 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...
11Non-traditional markets will witness the fastest growth
in the next 5 years
Source: Geoscape, 2013-2018 State Hispanic G...
12Inevitably, they will become imperative to
future household growth …
Source: Geoscape, American Marketscape DataStream™ ...
13
Yet 44% of Hispanic Millennials are foreign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Yea...
14
To dig deeper into segmentation, points of
tension, and difference between U.S.-born vs.
foreign born.
WhyanotherHispan...
The Hispanic Millennial Project
Overview
16
The Hispanic Millennial Project is a joint
research study developed by cross-cultural
advertising agency Sensis and lea...
17
 Innovative research initiative
on U.S. Hispanic millennials
 Designed to compare Hispanic
millennials to non-Hispani...
18
Research Methodology
19Research Methodology
• ThinkNow Research conducted a nationwide online survey between March 14-19, 2014.
• A total of n=...
20Acronyms
• “HM” = Hispanic Millennials
• “FHM” = Foreign-born Hispanic Millennials
• “UHM” = U.S. Born Hispanic Millenni...
Comparing Hispanic Millennials
22
Hispanic Millennials
vs. Hispanic 35+
23Hispanic Millennials vs. Hispanic 35+
24Hispanic Millennials vs. Hispanic 35+
25
Hispanic Millennials
vs. Non-Hispanic Millennials
26Hispanic Millennials vs. Non-Hispanic Millennials
27Hispanic Millennials vs. Non-Hispanic Millennials
28Hispanic Millennials vs. Non-Hispanic Millennials
29
U.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
34
63%
39%
60%
69%
41%
57%
Hispanic
Millennials
----------
Non-
Hispanic
Millennials
----------
Hispanic
Millennials
US Bo...
35
Hispanic Millennials
continue to believe & be
driven by the American
Dream
36Hispanic Millennials believe much more in the “American
dream” vs. Non Hispanics
The “American Dream” is something I bel...
37For Hispanic Millennials, the American Dream is something they
continually aspire to accomplish vs. Non-Hispanics
The “A...
38
Hispanic Millennials
have different
perceptions of success
39Hispanic Millennials place significantly more importance on
having children vs. Non Hispanic Millennials
Having children...
40Hispanic Millennials place less importance on Marriage
than their older Hispanic counterparts
Marriage is very important...
41
Heightened importance
of higher education
42
Graduating from a 4-year college is a goal for
46% of Hispanics Millennials compared to only
31% of non-Hispanic millen...
43
Graduating from a 4-year college is a strong
indicator of success 50% of foreign-born
Hispanic millennials
IndicatorofS...
44
Foreign Born Millennials
- the forgotten segment
45Foreign-born Hispanic Millennials the most interested in
fitting in with the mainstream
I want to fit in with the mainst...
46Religion plays a significant role in the life of FHMs
Religion plays a big role in my life
49%
41%
44%
62%
57%
53%
Hispa...
47Foreign-born Hispanic Millennials are still heavy
Spanish language media consumers
What language do you normally consume...
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 contr...
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-Hispan...
52
For 57% of foreign-born Hispanic millennials,
owning a business is a future goal, compared to
45% of U.S. born Hispanic...
What’s Next
54Next Phases of our Research
Multiple Waves
• Healthcare - Behaviors, Motivations, and Attitudes
• Segmentation
• Banking...
55
Sign-up for the full reports @
www.HispanicMillennialProject.com
… and follow-us on Twitter
@HispMillennial
56
Contact
Jose Villa Mario X. Carrasco
(213) 861-7434 (818) 843-0220
jrvilla@sensisagency.com mario@thinknowresearch.com
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ThinkNow Research - Hispanic Millennial Project... They're not what you think!

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ThinkNow Research is proud to be the co-sponsor (along with Sensis) of a new ground-breaking initiative – the Hispanic Millennial Project – that delves into the lifestyle, beliefs and behaviors of 18-34 year old U.S. Hispanic consumers. This unique initiative is divided into five distinct phases over the next 12 months, with this blog post exploring the findings in Phase 1. Download this study to learn more.

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ThinkNow Research - Hispanic Millennial Project... They're not what you think!

  1. 1. Hispanic Millennial Project Wave 1 Research Preview Hispanicize 2014 2014April 2,
  2. 2. 2Overview • Introduction • Why Hispanic Millennials • The Hispanic Millennial Project Overview • Comparing Hispanic Millennials • Emerging Themes & Insights • What’s Next
  3. 3. 3 Jose R. Villa President / Senior Strategist Sensis Mario X. Carrasco Partner ThinkNow Research @jrvilla /in/JoseVilla ThinkMulticultural.com @marioxcarrasco /in/MarioXCarrasco ThinkNowResearch.com/blog SensisBureau.com
  4. 4. Introduction
  5. 5. 5 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.
  6. 6. 6 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
  7. 7. Why Hispanic Millennials?
  8. 8. 8Hispanic 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
  9. 9. 9 21% of all Millennials are Hispanic… and will reach 23% by the year 2020 Source: Geoscape, American Marketspace, 2013
  10. 10. 10In 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
  11. 11. 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 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
  12. 12. 12Inevitably, 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
  13. 13. 13 Yet 44% of Hispanic Millennials are foreign-born Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
  14. 14. 14 To dig deeper into segmentation, points of tension, and difference between U.S.-born vs. foreign born. WhyanotherHispanicmillennialresearchstudy?
  15. 15. The Hispanic Millennial Project Overview
  16. 16. 16 The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
  17. 17. 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.co m Introducing the Hispanic Millennial Project
  18. 18. 18 Research Methodology
  19. 19. 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
  20. 20. 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
  21. 21. Comparing Hispanic Millennials
  22. 22. 22 Hispanic Millennials vs. Hispanic 35+
  23. 23. 23Hispanic Millennials vs. Hispanic 35+
  24. 24. 24Hispanic Millennials vs. Hispanic 35+
  25. 25. 25 Hispanic Millennials vs. Non-Hispanic Millennials
  26. 26. 26Hispanic Millennials vs. Non-Hispanic Millennials
  27. 27. 27Hispanic Millennials vs. Non-Hispanic Millennials
  28. 28. 28Hispanic Millennials vs. Non-Hispanic Millennials
  29. 29. 29 U.S. born Hispanic Millennials vs. Foreign-born Hispanic Millennials
  30. 30. 30U.S. Born vs. Foreign-born Hispanic Millennials
  31. 31. 31U.S. Born vs. Foreign-born Hispanic Millennials
  32. 32. Emerging Themes & Insights
  33. 33. 33 Hispanic Millennials (particularly foreign- born) are much more optimistic
  34. 34. 34 63% 39% 60% 69% 41% 57% Hispanic Millennials ---------- Non- Hispanic Millennials ---------- Hispanic Millennials US Born ---------- Hispanic Millennials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- 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?
  35. 35. 35 Hispanic Millennials continue to believe & be driven by the American Dream
  36. 36. 36Hispanic 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% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  37. 37. 37For 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% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  38. 38. 38 Hispanic Millennials have different perceptions of success
  39. 39. 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% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  40. 40. 40Hispanic Millennials place less importance on Marriage than their older Hispanic counterparts Marriage is very important to me 68% 64% 67% 70% 73% 71% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  41. 41. 41 Heightened importance of higher education
  42. 42. 42 Graduating from a 4-year college is a goal for 46% of Hispanics Millennials compared to only 31% of non-Hispanic millennials AFutureGoal
  43. 43. 43 Graduating from a 4-year college is a strong indicator of success 50% of foreign-born Hispanic millennials IndicatorofSuccess
  44. 44. 44 Foreign Born Millennials - the forgotten segment
  45. 45. 45Foreign-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% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  46. 46. 46Religion plays a significant role in the life of FHMs Religion plays a big role in my life 49% 41% 44% 62% 57% 53% Hispanic Millenials ---------- Non- Hispanic Millenials ---------- Hispanic Millenials US Born ---------- Hispanic Millenials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
  47. 47. 47Foreign-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% Hispanic Millennials ---------- Hispanic Millennials US Born ---------- Hispanic Millennials Foreign Born ---------- Hispanic 35-64 US Born ---------- Hispanic 35-64 Foreign Born ---------- Spanish only Spanish mostly Spanish and English equally English mostly English only
  48. 48. 48 Re-evaluating the decision maker in the Hispanic household
  49. 49. 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? 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 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 Non- Hispanic Millennials ---------- Hispanic Millennials ----------
  50. 50. 50 Hispanic Millennials: entrepreneurial at heart
  51. 51. 51 Owning your own business is a strong indicator of success for 47% of Hispanic millennials compared to 23% of non-Hispanic millennials StrongIndicatorofSuccess
  52. 52. 52 For 57% of foreign-born Hispanic millennials, owning a business is a future goal, compared to 45% of U.S. born Hispanic millennials AFutureGoal
  53. 53. What’s Next
  54. 54. 54Next Phases of our Research Multiple Waves • Healthcare - Behaviors, Motivations, and Attitudes • Segmentation • Banking / Financial Service Behavior • Points of Tension
  55. 55. 55 Sign-up for the full reports @ www.HispanicMillennialProject.com … and follow-us on Twitter @HispMillennial
  56. 56. 56 Contact Jose Villa Mario X. Carrasco (213) 861-7434 (818) 843-0220 jrvilla@sensisagency.com mario@thinknowresearch.com
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