1Targeting the Best Hispanic Customer:An AHAA and AARPGenerational and Cultural Orientation StudyTHE NOT SO HIDDEN VALUE I...
From 2000-2010, Hispanics Grew Fasterthan the Total Population, Regardless of Age2Source: U.S. Decennial Census 2000-2010
Financial: Home OwnershipTotal Gen Y Gen X BoomersQ: Own or rent residence (HHLD):Own 3Home ownership incidence almost dou...
Financial: Mutual FundsTotal Gen Y Gen X BoomersQ: Investments household has (HHLD):Mutual Funds 4Mutual funds incidence d...
Travel: Foreign TripsTotal Gen Y Gen X BoomersQ: Any trip outside continental U.S. past 3 years:Total foreign trips5Hispan...
Tech/Entertainment:Smartphone buyersTotal Gen Y Gen X BoomersQ: Items/services HHLD plans to buy in next 12 months (HHLD):...
Tech/Entertainment: MoviesTotal Gen Y Gen X BoomersQ: Movies - when usually seen at a theater past 12 months: Opening week...
Key Take Aways8Source: U.S. Decennial Census 2000-2010• Taking a generational perspective helps uncover “best” Hispaniccus...
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4-30-13 The Not So Hidden Value In Generational & Cultural Trends

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Targeting the Best Hispanic Customer - An AHAA-AARP Generatonal-Cultural Study / Originally presented at the AHAA Annual Conference on April 30, 2013

Where are tomorrow’s true growth opportunities? A presentation and panel discussion serves up a first look at groundbreaking research commissioned and directed by AHAA and funded in part by AARP. This first-ever in-depth study of all Latino Generational Segments – a multi-sourced, integrated analysis conducted with Scarborough/MRI – is packed with compelling insights and implications:

*How are psychographics and purchase habits changing across Latino Millennials, GenXers, and Younger/Older Boomers?
*Do different generations show different levels of acculturation?
*What generational similarities and differences exist between Hispanics and non-Hispanics?
*What categories represent new, dynamic Generational & Acculturation opportunities?

Published in: Business, Economy & Finance
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4-30-13 The Not So Hidden Value In Generational & Cultural Trends

  1. 1. 1Targeting the Best Hispanic Customer:An AHAA and AARPGenerational and Cultural Orientation StudyTHE NOT SO HIDDEN VALUE IN GENERATIONAL TRENDS
  2. 2. From 2000-2010, Hispanics Grew Fasterthan the Total Population, Regardless of Age2Source: U.S. Decennial Census 2000-2010
  3. 3. Financial: Home OwnershipTotal Gen Y Gen X BoomersQ: Own or rent residence (HHLD):Own 3Home ownership incidence almost doubles between LatinoBoomers v Latino Millennials1.6x More likely to owna Home v. H MillCultural Orientation Highlights by GenerationHome Owners Cultural Orientation skews Hispanic &Bicultural3
  4. 4. Financial: Mutual FundsTotal Gen Y Gen X BoomersQ: Investments household has (HHLD):Mutual Funds 4Mutual funds incidence doubles among Latino Boomers vLatino Millennials2x More likely to haveMutual Funds v. H MillCultural Orientation Highlights by GenerationMF holders’ Cultural Orientation skews Anglo Orientedamong Millennials and fairly balanced between Anglo& Bilingual Oriented among Xers & Boomers4
  5. 5. Travel: Foreign TripsTotal Gen Y Gen X BoomersQ: Any trip outside continental U.S. past 3 years:Total foreign trips5Hispanics are more likely to travel abroad than NHLatino Boomer generation 22% more likely than LatinoMillennials.40% More likely tov. NH Boomers26% More likely totravel abroad v. NHMostLikelyBuyerCultural Orientation Highlights by GenerationHispanic foreign travelers’ Cultural Orientationskews somewhat Bicultural Oriented across allgenerational segments yet most Hispanic Orientedamong Xers5
  6. 6. Tech/Entertainment:Smartphone buyersTotal Gen Y Gen X BoomersQ: Items/services HHLD plans to buy in next 12 months (HHLD):Smartphone (BlackBerry, Droid, iPhone, etc.)6Millennials are more likely to buy a new smartphone.15% More likely tobuy v. NHMostLikelyBuyerCultural Orientation Highlights by GenerationHispanics Smartphone buyers’ Cultural Orientation isfairly Bicultural Oriented among Millennials & Boomers vAnglo Oriented among Xers2x More likely tobuy v. H Boomers6
  7. 7. Tech/Entertainment: MoviesTotal Gen Y Gen X BoomersQ: Movies - when usually seen at a theater past 12 months: Opening weekend7Hispanics prefer to go to movie theatres on opening weekend.Millennials are twice as likely as Boomers.84% More likely toattend v. NHMostLikelyBuyer40% More likelyto attend v. NH YCultural Orientation Highlights by GenerationHispanics heavy movie goers’ Cultural Orientation skewmore Bicultural Oriented across Millennials and Xers butevenly balanced between Anglo & Bilingual Orientedamong Boomers7
  8. 8. Key Take Aways8Source: U.S. Decennial Census 2000-2010• Taking a generational perspective helps uncover “best” Hispaniccustomer• Cultural orientation differences become apparent at the category level• Hispanics vary by cultural orientation, suggesting that a cultural“one-size-fits-all” marketing approach needs to expand / change• Marketers should explore differences within Hispanics to grow theirbusiness

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