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Community Check-in: 
Hispanic Millennial Entertainment Consumption Trends 
October 21, 2014 
@JulieDiazAsper 
1
THE US POPULATION IS 
GETTING MORE HISPANIC 
Sources: 
Pew, 
AHAA 
54.1 million Hispanics 
1 in 4 
of US births are Hispan...
HISPANIC MILLENNIALS 
Source: 
Experian, 
Pew 
21 million 
Hispanic Millennials 
21% of US 
Millennial Population 
55% US ...
A LOOK AT ENTERTAINEMENT 
CONSUMPTION OF HISPANIC MILLENIAL 
28% of respondents were 
Hispanic Millennials (367) 
50% male...
MUSIC IS THE TOP ENTERTAINMENT CATEGORY 
FOR HISPANIC MILLENNIALS 
1 
LISTENING TO MUSIC 
77% 
2 
SOCIAL MEDIA 
56% 
3 
WA...
60% SPEND AT LEAST 3 HOURS A DAY 
ON ENTERTAINEMENT 
5 Or More Hours 
38% 
More Than 3 To 5 Hours 
22% 
About 2 To 3 Hours...
66% ONLY OR MOSTLY USE MOBILE DEVICES 
FOR ENTERTAINMENT 
33% 
Mobile Mostly 
33% 
Around 50% Mobile 
18% 
Only Sometimes ...
59% VIEW THEMSELVES AS HAVING UNIQUE, 
SOMEWHAT DIFFERENT TASTE THAN PEERS 
My taste in music, movies, TV 
and games is __...
68% FEEL BEING SELECTIVE IS MORE 
IMPORTANT THAN BEING FIRST 
What’s more Important? 
68% 
Being selective 
32% 
Being Fir...
46% SEARCH OUT NEW RELEASES AND ANOTHER 
29% PAY ATTENTION TO NEW RELEASES ON SOCIAL 
% THAT SEARCH OUT OR 
PAY ATTENTION ...
SOCIAL PLAYS A BIG ROLE IN THE DISCOVERY 
OF NEW ENTERTAINMENT CONTENT 
Seeing Trailers, Game Demo/ 
Music Video On Social...
ENTERTAINMENT IS A SOCIAL EXPERIENCE AND 
WHAT OTHERS WANT PLAYS A BIG ROLE 
1 
A GREAT TRAILER, DEMO, MUSIC VIDEO 
2 
MY ...
65% SHARE ON SOCIAL WHEN THEY LOVE A 
NEW SONG, MOVIE, GAME, AND ETC. 
SHARE WITH PERSONAL 
FRIENDS VIA SOCIAL SITES 
48% ...
BUDGET AND PAYING BILLS TOP WAYS TO USE 
AN EXTRA $200. GOING TO THE MOVIES 
TOPPED THE FUN MONEY LIST 
If you gave me $20...
ONLY 23% SPEND ALL THEIR ENTERTAINMENT 
BUDGET ON THEMSELVES 
My Special 
Someone/Spouse 
36% 
Other Family 
28% 
Friends ...
HOLIDAYS, BIRTHDAYS AND OTHER OCCASIONS 
DRIVE ENTERTAINEMENT SPENDING 
ENTERTAINMENT SPENDING 
During the holidays 
50% 
...
TOPPING THE HOLIDAY LIST IS NEW GADGETS 
TOP OF THE HOLIDAY SHOPIING LIST 
New Phone 
38% 
Gaming Console 
A New TV 
34% 
...
MANY EXPECT TO KEEP THE SAME OR INCREASE 
THEIR LEVEL OF ENTERTAINMENT CONSUMPTION 
FUTURE PLANS FOR ENTERTAINEMENT 
TIME ...
TOP 10 IMPLICATIONS 
LEAD WITH MOBILE 
TRAILERS/DEMOS/MUSIC 
VIDEOS ARE KING 
LOOK AT MUSIC AS A HOOK 
THINK OF ENTERTAINE...
TOP IMPLICATIONS 
6TARGET PARENTS 
MONITOR SOCIAL FOR TRENDS 
IDENTIFY AND ENGAGE TOP 
INFLUENCERS 
LOOK AT OPPORTUNITIES ...
LET’S DISCUSS 
21 
Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014
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Social Lens Research: MocoSpace Community Check In, Hispanic Millennials Entertainment Consumption Trends

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A collaborative research effort by Social Lens Research and MocoSpace to put forth key findings on Hispanic smartphone usage trends, including entertainment and spending habits.

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Social Lens Research: MocoSpace Community Check In, Hispanic Millennials Entertainment Consumption Trends

  1. 1. Community Check-in: Hispanic Millennial Entertainment Consumption Trends October 21, 2014 @JulieDiazAsper 1
  2. 2. THE US POPULATION IS GETTING MORE HISPANIC Sources: Pew, AHAA 54.1 million Hispanics 1 in 4 of US births are Hispanic 1 in 5 teens is of Hispanic decent Every 30 seconds, a Hispanic turns 18 years old 2
  3. 3. HISPANIC MILLENNIALS Source: Experian, Pew 21 million Hispanic Millennials 21% of US Millennial Population 55% US Born 18 to 34 year olds 3
  4. 4. A LOOK AT ENTERTAINEMENT CONSUMPTION OF HISPANIC MILLENIAL 28% of respondents were Hispanic Millennials (367) 50% male/50% female 51% are parents 1,298 MILLENNIALS SURVEYED 4
  5. 5. MUSIC IS THE TOP ENTERTAINMENT CATEGORY FOR HISPANIC MILLENNIALS 1 LISTENING TO MUSIC 77% 2 SOCIAL MEDIA 56% 3 WATCH VIDEOS/ TV/MOVIE 54% 4 PLAY GAMES 46% 5 WATCH SPORTS 44% 5 TOP OVERALL ENTERTAINMENT CONSUMPTION Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  6. 6. 60% SPEND AT LEAST 3 HOURS A DAY ON ENTERTAINEMENT 5 Or More Hours 38% More Than 3 To 5 Hours 22% About 2 To 3 Hours 24% Less Than 1 Hour 12% Don’t Spend Much Time 4% 6 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  7. 7. 66% ONLY OR MOSTLY USE MOBILE DEVICES FOR ENTERTAINMENT 33% Mobile Mostly 33% Around 50% Mobile 18% Only Sometimes On Mobile 12% Rarely/Don’t Use Mobile 4% Mobile Only Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 20147
  8. 8. 59% VIEW THEMSELVES AS HAVING UNIQUE, SOMEWHAT DIFFERENT TASTE THAN PEERS My taste in music, movies, TV and games is __________________ 37% A mix, some surprises on playlist 28% Don’t compare/ NA 22% Unique, Even random 13% Like peers 8 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  9. 9. 68% FEEL BEING SELECTIVE IS MORE IMPORTANT THAN BEING FIRST What’s more Important? 68% Being selective 32% Being First Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 20149
  10. 10. 46% SEARCH OUT NEW RELEASES AND ANOTHER 29% PAY ATTENTION TO NEW RELEASES ON SOCIAL % THAT SEARCH OUT OR PAY ATTENTION TO NEW RELEASES 25% Once in awhile search 21% Constantly search 14% Not really searching/ paying attention 29% Notice / pay attention on Social 10 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  11. 11. SOCIAL PLAYS A BIG ROLE IN THE DISCOVERY OF NEW ENTERTAINMENT CONTENT Seeing Trailers, Game Demo/ Music Video On Social 48% Friend(s)/family post a update/tweet 23% A sponsored update from a YouTube or Vine Star 11% 6% 11% Other social Ad Update from brand I like/follow A sponsored update from a blogger I follow 6% 11 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  12. 12. ENTERTAINMENT IS A SOCIAL EXPERIENCE AND WHAT OTHERS WANT PLAYS A BIG ROLE 1 A GREAT TRAILER, DEMO, MUSIC VIDEO 2 MY KID/OTHER FAMILY WANTS TO WATCH/ PLAY/LISTEN 3 WHAT BY FRIENDS THINK 4 BUZZ ON SOCIAL SITES 12 TOP MOTIVATORS FOR PURCHASES Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  13. 13. 65% SHARE ON SOCIAL WHEN THEY LOVE A NEW SONG, MOVIE, GAME, AND ETC. SHARE WITH PERSONAL FRIENDS VIA SOCIAL SITES 48% USE HASHTAGS AND @ TO SHARE WIDELY FOLLOW/LIKE ARTIST/ MOVIE/GAME ACCOUNTS 17% 23% 13 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  14. 14. BUDGET AND PAYING BILLS TOP WAYS TO USE AN EXTRA $200. GOING TO THE MOVIES TOPPED THE FUN MONEY LIST If you gave me $200, I would______________ Pay Bills 58% Save the Money Go to a movie with a Special person 52% 40% Buy video game 23% Buy concert tickets 20% 14 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  15. 15. ONLY 23% SPEND ALL THEIR ENTERTAINMENT BUDGET ON THEMSELVES My Special Someone/Spouse 36% Other Family 28% Friends 18% Only Me 23% 56% of parents spend on their kid’s entertainment 15 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  16. 16. HOLIDAYS, BIRTHDAYS AND OTHER OCCASIONS DRIVE ENTERTAINEMENT SPENDING ENTERTAINMENT SPENDING During the holidays 50% On birthdays Other celebration (Mother’s Day, graduation) 47% 27% Monthly Going Out Budget 22% Monthly Subscription Fees 15% 16 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  17. 17. TOPPING THE HOLIDAY LIST IS NEW GADGETS TOP OF THE HOLIDAY SHOPIING LIST New Phone 38% Gaming Console A New TV 34% 31% Computer 25% Tablet 23% 17 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  18. 18. MANY EXPECT TO KEEP THE SAME OR INCREASE THEIR LEVEL OF ENTERTAINMENT CONSUMPTION FUTURE PLANS FOR ENTERTAINEMENT TIME SPENT (within the next six months) BUDGET SPENT 21% More 69% Same 10% Less 21% More 58% Same 20% Less 18 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014
  19. 19. TOP 10 IMPLICATIONS LEAD WITH MOBILE TRAILERS/DEMOS/MUSIC VIDEOS ARE KING LOOK AT MUSIC AS A HOOK THINK OF ENTERTAINEMENT AS A GIFT ITEM BE READY FOR THE END OF DECEMBER DOWNLOADS 1 2 3 4 5 19 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  20. 20. TOP IMPLICATIONS 6TARGET PARENTS MONITOR SOCIAL FOR TRENDS IDENTIFY AND ENGAGE TOP INFLUENCERS LOOK AT OPPORTUNITIES TO CREATE SOCIAL EXPERIENCES MAKE IT EASY TO SHARE/SPREAD 7 8 9 10 20 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
  21. 21. LET’S DISCUSS 21 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014

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