What are Hispanic & other Millennials' retail behavior with Food, Beverage & Alcohol?
Discover how they feel about craft, artisanal, and established brands,Learn exactly what influences their food choices,Find out how often they consume specific beverages.
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
Sensis and ThinkNow presentation from the 2014 Multicultural Health National Conference in Atlanta, GA.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase 2 of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the ACA.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
Sensis and ThinkNow presentation from the 2014 Multicultural Health National Conference in Atlanta, GA.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase 2 of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the ACA.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
The steady growth of the U.S. Hispanic population has caught the attention of the Latin American food and beverage industry. The United States is the second largest Spanish speaking population in the world and represent a sizable opportunity for smaller, more localized Latin American brands to engage with a large pool of consumers more likely to try their products. Successful brands like Bimbo and Novamex have paved the way for other Latin American food and beverage companies aspiring to take up residence in the U.S.
But for as many high-profile success stories there are of Latin American brands successfully entering the U.S. Hispanic market, there are many more stories of failures that don’t make headlines. Abasto, the leading platform for Hispanic entrepreneurs in the food industry, knows the false sense of confidence Latin American food brands have when entering the U.S. Hispanic market firsthand.
As such, ThinkNow has partnered with Abasto to conduct a first of its kind study to delve into how U.S. Hispanics view Latin American food brands while also deconstructing what “authenticity” means for U.S. Hispanics. Our goal is to give Latin American food and beverage brands deeper insight into U.S. Hispanic behavior as it relates to authenticity and provide direction on how to better position existing products more strategically.
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
#multiculturalspeaker #hispanicheritagemonth
How do you engage diverse groups so that your business maximizes its ROI? It all gets down to Cultural Intelligence! This presentation provides the rationale, the data and the appropriate strategy to really understanding and connecting with diverse groups so you can engage and gain trust and credibility for better business results.
Our research indicates that Hispanics are starting their Holiday shopping later than non-Hispanics.
The report covers the following topics:
1. Find out when they start Holiday shopping
2. What is the proportion of Holiday Shopping done online
3. How they are planning to spend compared to last Holiday Season
and more...
Today marks the last day of Hispanic heritage month, but the first time that digital media across ethnicity and race has been reported in the United States.
Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.
The Multicultural Digital Report 2018 is a 100+ page resource for brands, media companies, publishers, and researchers that uncovers new data on digital media and total market population. This report, whose data is provided by MAGNA and ThinkNow, is extensive in that it measures digital media usage across Latinos, Asian and African-American consumers in addition to non-Latino Whites, showcases the results of an empirical test comparing in-culture and non in-culture content, and measures digital media ad spend by ethnicity and race.
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
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.
An AHAA Cultural Orientation-Generational Study
Sponsored by AARP and data partners Scarborough & GfK MRI
Discover NEW Hispanic opportunities by exploring specific category and cultural benefits among Hispanic Millennials, Gen X and Boomers
As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well.
With underwriting from AARP, AHAA: The Voice of Hispanic Marketing recently commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).
The results were surprising on many levels, validating that the once popular ‘one size fits all’ Hispanic marketing approach will need to change to fully address the diversity of the Hispanic consumer, moving forward.
What You'll Learn:
• Identify the “best” Hispanic customer for key product categories
• Understand the cultural orientation differences across three Hispanic generational segments
• Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics
Moderator: Gaby Alcantara-Diaz – AHAA Education Committee Chair, President, G ADMarketing Communications, Inc.
Panelists:
*Carlos Santiago – AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
*Dr. Jake Beniflah – Study Academic Counsel, Exec Dir, Center for Multicultural Science
*Scott Willoth –SVP Methods & Analytics, Scarborough Research
Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
The steady growth of the U.S. Hispanic population has caught the attention of the Latin American food and beverage industry. The United States is the second largest Spanish speaking population in the world and represent a sizable opportunity for smaller, more localized Latin American brands to engage with a large pool of consumers more likely to try their products. Successful brands like Bimbo and Novamex have paved the way for other Latin American food and beverage companies aspiring to take up residence in the U.S.
But for as many high-profile success stories there are of Latin American brands successfully entering the U.S. Hispanic market, there are many more stories of failures that don’t make headlines. Abasto, the leading platform for Hispanic entrepreneurs in the food industry, knows the false sense of confidence Latin American food brands have when entering the U.S. Hispanic market firsthand.
As such, ThinkNow has partnered with Abasto to conduct a first of its kind study to delve into how U.S. Hispanics view Latin American food brands while also deconstructing what “authenticity” means for U.S. Hispanics. Our goal is to give Latin American food and beverage brands deeper insight into U.S. Hispanic behavior as it relates to authenticity and provide direction on how to better position existing products more strategically.
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
#multiculturalspeaker #hispanicheritagemonth
How do you engage diverse groups so that your business maximizes its ROI? It all gets down to Cultural Intelligence! This presentation provides the rationale, the data and the appropriate strategy to really understanding and connecting with diverse groups so you can engage and gain trust and credibility for better business results.
Our research indicates that Hispanics are starting their Holiday shopping later than non-Hispanics.
The report covers the following topics:
1. Find out when they start Holiday shopping
2. What is the proportion of Holiday Shopping done online
3. How they are planning to spend compared to last Holiday Season
and more...
Today marks the last day of Hispanic heritage month, but the first time that digital media across ethnicity and race has been reported in the United States.
Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.
The Multicultural Digital Report 2018 is a 100+ page resource for brands, media companies, publishers, and researchers that uncovers new data on digital media and total market population. This report, whose data is provided by MAGNA and ThinkNow, is extensive in that it measures digital media usage across Latinos, Asian and African-American consumers in addition to non-Latino Whites, showcases the results of an empirical test comparing in-culture and non in-culture content, and measures digital media ad spend by ethnicity and race.
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
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.
An AHAA Cultural Orientation-Generational Study
Sponsored by AARP and data partners Scarborough & GfK MRI
Discover NEW Hispanic opportunities by exploring specific category and cultural benefits among Hispanic Millennials, Gen X and Boomers
As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well.
With underwriting from AARP, AHAA: The Voice of Hispanic Marketing recently commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).
The results were surprising on many levels, validating that the once popular ‘one size fits all’ Hispanic marketing approach will need to change to fully address the diversity of the Hispanic consumer, moving forward.
What You'll Learn:
• Identify the “best” Hispanic customer for key product categories
• Understand the cultural orientation differences across three Hispanic generational segments
• Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics
Moderator: Gaby Alcantara-Diaz – AHAA Education Committee Chair, President, G ADMarketing Communications, Inc.
Panelists:
*Carlos Santiago – AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
*Dr. Jake Beniflah – Study Academic Counsel, Exec Dir, Center for Multicultural Science
*Scott Willoth –SVP Methods & Analytics, Scarborough Research
Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
Zandra Zuno, SVP at GolinHarris and practice leader of the agency's multicultural practice, presented an All-Markets Strategy at the Boy Scouts of America NextConnect 'll National Marketing Conference.
The presentation covers:
- The importance of an "All-Markets" strategy
- Insights as to how corporate america is developing its strategies
- 5 things to do at the local council level using the resources Scouting has available
Hispanic Millennial Attitudes Towards Health & Wellbeing ThinkNow
Five Key Themes:
Hispanic Millennials…
1.Have sophisticated health attitudes
2.Are engaged in healthy lifestyles
3.Embrace technology. Is that pro or anti-health?
4.Send conflicting messages regarding diet
5.Are widely insured but not apt to visit doctors
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This presentation provides a broad overview of the U.S. Hispanic market, trends, insights and observations as they pertain to Hispanic Shopper Marketing behaviors. This presentation was given as part of POPAI University on the Web seminar series. January 2009.
The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP StudyMSL
Insights from our study on Latino consumer trends. Our food & beverage and multicultural teams conducted a webinar last week in association with The Hartman Group and the Hispanic Public Relations Association in North America.
The webinar was a huge success with 206 registrants and 108 attendees, including executives from Kelloggs, Nestle, Blue Bunny, General Mills, Kroger, Hersheys, PepsiCo, Target and Coca-Cola among others.
Similar to Hispanic Millennial Project - Opinions on Food & Beverages (20)
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.
Black Consumer Project Wave 4 - Media + EntertainmentThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.
Black Consumer Project Wave 3 - Health + WellnessThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.
Black Consumer Project Wave 2 - Finance + BankingThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The first wave of the Black Consumer Project explores core values, personal goals, layers of identity and definitions of success
We surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care.
Our report findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.
How America Celebrates Holidays & Traditions: Black AmericansThinkNow
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.
ThinkNow teamed up with Venci Group to create The Digital Media Buyer's Guide to Zero-Party Data – a complete guide for advertisers who want to get the most out of their campaigns using zero-party data. Inside our guidebook, you will:
# Understand why zero-party data is different
# Get a refresher on the different types of data
# Learn why ZPD has become so effective when targeting multicultural audiences
America is at a critical crossroads regarding guns. With growing gun violence being normalized in American culture, we felt as researchers and communicators that we needed to understand the hard facts.
How do gun owners feel about gun control? How about Republican voters? Are there gun control measures that Republicans, Democrats, and Independents would all support?
In a collaborative research project, Team Friday and ThinkNow asked 1,200 Americans their opinions and attitudes toward gun laws.
In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them.
ThinkNow conducted a nationwide online survey of U.S. adults to understand how people will be engaging with the 2022 World Cup.
Multicultural consumers are often motivated by a desire to represent their culture in how they identify their race and ethnicity. In 2020, ThinkNow conducted a nationwide online survey among Hispanics, African Americans, and Asian Americans ages 18 to 64 to understand how they prefer to identify themselves among peers and in marketing and media. This year, we conducted a follow-up study in which we found that the needle hadn’t moved much, with a few exceptions.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent ReportThinkNow
America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.
In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow
Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer.
For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands.
In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year. Uncertainty about the pandemic, unemployment, and higher prices threatened to thwart the comeback story of the American consumer. But with the mass distribution of COVID-19 vaccines, better protocols and treatments, and the distribution of trillions of dollars in federal stimulus, consumer sentiment has returned to pre-pandemic levels. In our seventh annual ThinkNow Pulse™ Report, Americans say their income has improved in the past year, and their outlook on personal finances and the U.S. economy is just as strong as it was in 2019 or stronger. Download the report here.
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow
The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.
For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.
Room To Grow
Twenty-five percent of respondents report owning connected fitness equipment. Ownership is highest among Non-Hispanic Whites and African Americans. Within the Total Market, ownership is highest among Millennials and increases drastically with income, and men are twice as likely as women to own smart exercise equipment.
It’s important to reiterate that only one out of four respondents report owning connected fitness equipment, and 20% of those who do not currently own it are at least somewhat interested in purchasing it. This data suggests a tremendous opportunity for brands innovating in or entering the connected fitness space.
Most Popular Connected Fitness Equipment
However, differences emerge when we take a closer look at the types of connected fitness equipment consumers own. Exercise bikes and treadmills, artifacts of the 1970s and 80s fitness movement, have maintained their appeal over the years, getting “smarter” with each passing year. Traditional resistance weight machines, reminiscent of the bodybuilding craze, appear to be losing some ground to, more minimalistic forms of strength training, like resistance bands.
Of the most popular brands of connected fitness equipment available, Peloton, Mirror, and NordicTrack are favored by respondents, while CLMBR, Tonal, and SoulCycle, rank in the bottom few. However, competition within this space is heated, with only a slim margin separating one brand from the next, especially as lines start to blur on product offerings.
Mirror, for example, offers a variety of workouts, from cardio and strength training to Pilates and Tai Chi. Accessories include fitness bands and yoga blocks but no weights. They likely pride themselves on their minimal impact on home life. Tempo and Tonal, however, both positioning themselves as “smart gyms,” offers accessories like weights and smart handles to maximize workouts. NordicTrack has a suite of products, including exercise bikes and an interactive “mirror” similar to Tempo, with a vault of weights and accessories inside. And while Peloton is probably more known for its bikes, the company also offers boot camp style workouts, yoga, barre, among others, with no equipment required.
The most significant threat to the success and continued adoption of connected fitness equipment is forward-thinking gyms innovating to stay competitive.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
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With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
4. 4
The Hispanic Millennial Project is a joint research
study developed by integrated cross-cultural
advertising agency Sensis and market research
firm ThinkNow Research.
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
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.
6. 6
BACKGROUND
• Advertising & digital agency
• 13 million in revenue (2014)
• 17 years in business
• Independent, minority-owned
and certified (SCMBDC, SBA)
• Offices in L.A. , DC,Austin,
Atlanta
CAPABILITIES
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Branding & Package Design
• Digital & Multicultural Marketing
• Mobile & Website Development
Integrated cross-cultural advertising agency
7. 7
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.
8. 8
The Hispanic Millennial Project
• 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
9. 9
Hispanic Millennial Project
Wave 4: Food, Beverage and Alcohol
• The initial wave established a deeper understanding of Hispanic Millennials and
highlighted meaningful differences between this group and other cohorts.
• 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.
• This 3rd wave explores attitudes and opinions among Hispanic Millennials about
money, saving, financial well-being, and banking.
• This 4th wave explores both the cultural impact and shopping behavior associated
with food, beverage, and alcohol consumption.
10. 10
Wave 4 research also surveyed
African-American and Asian Millennials
We’ve Expanded the Hispanic Millennial Project
12. 12
Why Hispanic Millennials?
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
13. 13
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
14. 14
Why Hispanic Millennials?
Non-traditional markets will witness the fastest Hispanic Millennial growth
22%
23%
23%
23%
24%
25%
25%
25%
25%
26%
27%
28%
29%
33%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Myrtle Beach-Florence
Greensboro-High Point-Winston Salem
Minot-Bismarck-Dickinson (Williston)
Memphis
Atlanta
Salisbury
Greenville-Spartanburg-Asheville-Anderson
Indianapolis
Lexington
Charleston, SC
Nashville
Wilmington
Raleigh-Durham (Fayetteville)
Charlotte
Bend, OR
% Change
DMA/Hispanic Millennial % change (2014-2019)
Geoscape, 2014-2019 American Marketscape DataStream
15. 15
And,40% of Hispanic Millennials are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series
16. 16
Research Methodology
• ThinkNow Research conducted a nationwide online survey during March, 2015.
• A total of n=1,533 interviews were completed. Qualified respondents were segmented into
one of the following five segments. In this presentation we will focus on three 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
18 to 34 years of
age
18 to 34 years of
age
18 to 34 years of
age
Base Size N=301 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=327 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)
19. 19
• U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cultural
roots.
• Hispanic Millennials that are Foreign-born consume mass market food and beverages because they
are seeking assimilation into mainstream culture.
• Hispanic Millennials prefer established brands to craft or artisanal brands.
• Hispanic Millennials are actively involved in grocery shopping yet less likely to conduct research or
use coupons.
• Hispanic Millennials are heavy beer drinkers whose consumption is linked to culture and friendship.
• While vodka is the spirit of choice among all Millennials, Hispanic Millennials are equally drawn to
tequila.
• Non-Hispanic White Millennials embrace ethnic flavors.
• All Multicultural Millennials are “Foodies”, with Hispanic Millennials leading the preference for
whole foods.
Key Findings: 8 KeyThemes
21. 21
U.S. Born Hispanics Millennials report feeling disconnected from
their roots
31%
63%
41% 39%
0%
10%
20%
30%
40%
50%
60%
70%
Net: Closer to Hispanic/Latino Culture
U.S. Born Foreign Born HHI <$40K HHI $40K+
Thinking of your overall cultural identification, would you say you feel…?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
22. 22
As a result, they choose food and beverages that connect them to
their culture or heritage
73% 71%
65%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
U.S. Born Foreign Born HHI <$40K HHI $40K+
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)
23. 23
This creates a strong connection between ethnic food and beverage
consumption
56%
45% 46%
61%
0%
10%
20%
30%
40%
50%
60%
70%
I use/buy ethnic brands of food and beverages
U.S. Born Foreign Born HHI <$40K HHI $40K+
18% 16%
13%
21%
0%
10%
20%
30%
40%
50%
60%
70%
Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)
U.S. Born Foreign Born HHI <$40K HHI $40K+
Which types of stores do you and/or other members of your
household usually buy groceries from?
Please select the point in the scale that describes how much you
agree or disagree with each statement below.
Top 2 Box Agreement
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
↑
24. 24
Theme 2:
Foreign-born Hispanic Millennials consume mass market food and
beverages because they are seeking assimilation into mainstream culture.
25. 25
Foreign-born Hispanic Millennials report feeling
disconnected from the mainstream
27%
8%
0%
5%
10%
15%
20%
25%
30%
Net: Closer to U.S. Culture
U.S. Born Foreign Born
Thinking of your overall cultural identification, would you say you feel…?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
26. 26
Therefore, they are less likely to choose foods that reflect their
culture
37%
25%
17%
49%
0%
10%
20%
30%
40%
50%
60%
I buy foods that reflect my family's heritage/my culture
U.S. Born Foreign Born HHI <$40K HHI $40K+
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
27. 27
They are also less likely to be influenced by their heritage when it
comes to purchase
4%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Net: Not Influence
U.S. Born Foreign Born
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)
29. 29
Hispanic Millennials are more likely to shop for groceries at
mass retailers
77%
69%
64% 66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mass retailer (Walmart, Target, etc.)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Which types of stores do you and/or other members of your household usually buy
groceries from?
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence)
BCD
30. 30
Hispanic Millennials prefer established brands as
much as other cohorts
46%
44% 45%
50%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
When it comes to buying food and beverage products, I prefer large/national brands
to smaller, more regional brands.
Only 2% of 5,400
Hispanic
conversations
around food and
beverages contain
mentions of major
brands.
31. 31
Hispanic Millennials also consume artisanal foods and beverages
42%
44%
47%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
I buy/consume artisanal foods and beverages (products that are made in small
quantities, usually by hand or using)
32. 32
In contrast, Hispanic Millennials are less concerned with local
produce by comparison
53%
60% 61%
53%
0%
10%
20%
30%
40%
50%
60%
70%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you consume.
Locally sourced/locally grown
34. 34
Hispanic Millennials shop independently
28%
26%
29%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Most of it
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How much of your household’s grocery shopping do you do yourself?
35. 35
They also spend more per week on groceries
30%
34%
16%
8%
13%
31%
45%
9%
6%
8%
38%
36%
9%
5%
12%
37%
20%
8%
4%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Under $100 $100 to $199 $200 to $299 $300 or more Don't know
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
D
D
ACD
BCD
D
ABC
Hispanic
Millennials
Non-
Hispanic
White
Millennials
Asian
Millennials
African
American
Millennials
Mean $149 $136 $119 $105
HH
Size
3.5 3.1 3.0 3.1
Approximately how much do you and other members of your household spend on
groceries (foods, beverages, household
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
36. 36
Yet, they are less likely to use coupons when shopping
26%
38%
34%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
AD
D
How often, if at all, do you use coupons when shopping for groceries?
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
37. 37
And less likely to research deals in advance
50% 49%
56%
50%
57%
51%
58%
55%
61%
53%
64% 62%
49%
43%
52%
46%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for
specials BEFORE shopping there
Compare prices on your mobile
phone while at the store
Research specific products
online BEFORE going shopping
Look up items (for product
information/reviews) on your
mobile device while you are at
the store
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How often do you do each of the following when it comes to grocery shopping?
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
AD
D
D
D
AD
38. 38
Comparative shopping does make a difference among mobile
users
88% 88%
75%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
You mentioned that you compare prices on your mobile device while you’re at the
store. Will you go to a different store to buy a product if you find a better price?
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence)
CC
39. 39
Theme 5:
Hispanic Millennials are heavy beer drinkers whose
consumption is linked to culture and friendship.
All responses in this section are 21+ Millennials
40. 40
Hispanic Millennials consume beer more frequently than other
cohorts
51%
34%
38%
32% 32%
44%
35%
31%
25%
35%34%
29%
39%
31% 30%
40%
27%
38%
32% 33%
0%
10%
20%
30%
40%
50%
60%
Beer Craft or micro-brewed beer Wine (including champagne
and sangria)
Fruit-flavored beverages
(such as hard lemonades,
wine coolers, etc.)
Hard liquor (vodka, tequila,
whiskey, rum etc.) or mixed
drinks/cocktails
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How often do you do consume each of the following types of alcoholic beverages?
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence). Age = 21-34
CD
(At least once per week)
41. 41
Culture plays a clear role in brand preference
46%
23%
17% 17%
11%
33%
18%
11%
7% 8%
33%
15%
5% 5% 4%
30%
13%
4%
10%
3%
0%
10%
20%
30%
40%
50%
60%
Corona/Corona Light Dos Equis Tecate/Tecate Light Modelo Especial/Negra
Modelo
Pacifico
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Which brands of beer have you consumed in the past 3 months?
Drink any type beer at least once per month
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence) Age = 21-34
BCD
D
CD
D
BC
CD
D
42. 42
Connecting with friends drives consumption
39%
44%
36%
51%
18%
46%
50%
35%
50%
14%
39%
32%
26%
56%
12%
60%
33%
28%
32%
6%
0%
10%
20%
30%
40%
50%
60%
70%
By myself With spouse/significant
other
With family With friends With co-workers
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
With whom are you likely to drink each type of alcoholic beverage?
Beer
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence) Age = 21-34
ABC
CD
CD D D
D
D
D
43. 43
Friends play an important role in how Hispanic Millennials discover
new brands of alcohol
50% 50%
53%
44%
0%
10%
20%
30%
40%
50%
60%
Friends
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How do you find out about brands of alcohol?
Age = 21-34
44. 44
Theme 6:
While vodka is the spirit of choice among all Millennials,
Hispanic Millennials are equally drawn to tequila.
All responses in this section are 21+ Millennials
45. 45
Vodka is winning among all Millennials
63% 65%
59% 57%
Vodka
Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials
Which of the following types of alcohol have you consumed in the past 3 months? This can be
either straight/on the rocks or in mixed drinks/ cocktails.
Among hard liquor drinkers
Age = 21-34
46. 46
…with only tequila challenging among Hispanic Millennials
63%
51%
43%
31%
Tequila
Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials
Which of the following types of alcohol have you consumed in the past 3 months? This can be
either straight/on the rocks or in mixed drinks/ cocktails.
Among hard liquor drinkers
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence) Age = 21-34
CD
D
47. 47
Hispanic and Non-Hispanic White Millennials share similar
preferences for spirits
63%
46% 45%
32%
22%
11%
65%
48% 48%
32%
21%
12%
Vodka Rum Whiskey/Scotch Flavored Liquor Brandy Cordial
Hispanic Millennials NH White Millennials
Which of the following types of alcohol have you consumed in the past 3 months? This can be
either straight/on the rocks or in mixed drinks/ cocktails.
Among hard liquor drinkers
Age = 21-34
49. 49
46%
40%
27%
Mexican Hot Sauce (Tapatio, Cholula, etc.)
NH White Millennials Asian Millennials African-American Millennials
C
Almost half of Non-Hispanic White Millennials consume
Mexican Hot Sauce
More so than Asian and African-American Millennials
I have consumed Mexican Hot Sauce (Tapatio, Cholula, etc.) in the past 3 months
(A) (B) (C)
↑↓ and letters indicate statistically significant difference (95% confidence)
C
50. 50
52%
32%
58%
36%
51%
23%
Soy sauce Sriracha sauce
Hispanic Millennials NH White Millennials African-American Millennials
And the majority consumes Asian condiments
Surpassing Hispanic and African-American Millennials
Which of these products have you consumed in the past 3 months?
(A) (B) (C)
↑↓ and letters indicate statistically significant difference (95% confidence)
CC
51. 51
They also like ethnic flavored alcoholic beverages
19%
10%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Chelada (beer mixed with Clamato/tomato juice)
Non-Hispanic White Millennials Asian Millennials African American Millennials
Which of the following types of flavored beers do you like to drink, if any?
(A) (B) (C)
↑↓ and letters indicate statistically significant difference (95% confidence)
B
52. 52
Theme 8:
All Multicultural Millennials are “Foodies”, with Hispanic
Millennials leading the preference for whole foods.
53. 53
The majority of Millennials consider themselves “Foodies”
60% 59%
68%
66%
“Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends)
Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials
The term “Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food
trends) describe me
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence)
B
55. 55
… and grocery spending supports the whole foods preference
$4.89 $4.44 $4.64 $4.60 $4.93
22%
11% 11%
15%
7%
4%
22%
6% 8%
22%
6%
8%
15%
11% 11%
Up to $5.00 Up to $5.50 Up to $6.00 (twice as much)
Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials
Using a typical grocery item that costs $3.00 as an example, what is the maximum you would be willing to
spend on an organic version of that same product?
Among those willing to spend more on Organic Products…
Mean
(A) (B) (C) (D) (E)
↑↓ and letters indicate statistically significant difference (95% confidence)
B B
BCD BCD
58. 58
Older Hispanics prefer large chain grocery stores while younger
Hispanics prefer mass retailers
49%
59%
0%
10%
20%
30%
40%
50%
60%
70%
Large chain grocery store (Ralph's, Albertson's, etc.)
Hispanic Millennials Hispanics 35+
Which type of stores do you shop at?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
59. 59
Hispanics 35+ are more likely to use coupons compared to
younger Hispanics
26%
36%
0%
10%
20%
30%
40%
Top 2 Box
Hispanic Millennials Hispanics 35+
Do you use coupons when shopping for groceries?
31%
44%
0%
10%
20%
30%
40%
50%
Coupons you find in the newspaper
Hispanic Millennials Hispanics 35+
How do you prefer to get your coupons?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
↑
60. 60
Hispanics 35+ are more likely to browse a store’s website for
specials before shopping
50%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for specials before shopping there
Hispanic Millennials Hispanics 35+
Conduct the following tasks frequently or sometimes while shopping
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
62. 62
Hispanic and Non-Hispanic White Millennials both consume
Craft Beer
34% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Net: At least once a week
Hispanic Millennials Non-Hispanic White Millennials
How often do you do consume each of the following types of alcoholic beverages?
Craft or micro-brewed beer
63. 63
Yet, Hispanic Millennials are less likely to say that craft beer
tastes better than regular beer
43%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Craft beer is better than regular beer
Hispanic Millennials Non-Hispanic White Millennials
Which statement below best describes your image of craft/micro-brewed beer
compared to regular beer in terms of its quality and taste?
↑
64. 64
Hispanic Millennials are considerably less likely to prefer dark
or bold-flavored beer
20%
32%
0%
5%
10%
15%
20%
25%
30%
35%
Net:Bold/Dark
Hispanic Millennials Non-Hispanic White Millennials
Which point in the scale below best describes the type of beer you prefer to drink?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
66. 66
Foreign-born Hispanic Millennials are more likely to cook
meals from scratch
78%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once a week or more often
U.S. Born Foreign Born
How often do you do each of the following, if at all?
Cook meals from scratch (myself)
67. 67
Foreign-born Hispanic Millennials are less likely to eat at fast
food restaurants
67%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Once a week or more often
U.S. Born Foreign Born
How often do you do each of the following, if at all?
Eat at a fast food restaurant (including drive-thru)
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
68. 68
They are also less likely to be influenced by parents when
it comes to food
60%
47%
0%
10%
20%
30%
40%
50%
60%
70%
I use many of the same food and beverage brands that my
parents used (Top 2 Box)
U.S. Born Foreign Born
43%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Big Influence
U.S. Born Foreign Born
You previously mentioned that you use some of the same food and beverage
brands that your parents used. How much of an influence are the brands your
parents used while you were growing up?
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
Top 2 Box Agree
69. 69
Foreign-born Hispanic Millennials are also less likely to research
deals before grocery shopping
78%
59%
53%
63%
47%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read store flyer/newspaper for specials before
shopping there
Research specific products online before going
shopping
Compare prices on your mobile phone while at
the store
U.S. Born Foreign Born
How often do you do each of the following when it comes to
grocery shopping?
Frequently or Sometimes
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
↑
71. 71
Hispanic Millennials are less likely to feel that heritage
influences the brands they purchase
72%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
Hispanic Millennials Asian Millennials
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)
72. 72
Hispanic Millennials are less likely to buy/use ethnic brands
versus Asian Millennials
53%
61%
0%
10%
20%
30%
40%
50%
60%
70%
I use/buy ethnic brands of food and beverages
Hispanic Millennials Asian Millennials
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
Top 2 Box Agreement
73. 73
Hispanic Millennials are also less likely to shop at ethnic
stores versus Asian Millennials
17%
24%
0%
5%
10%
15%
20%
25%
30%
Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)
Hispanic Millennials Asian Millennials
Which types of stores do you and/or other members of your household usually buy
groceries from?
75. 75
Hispanic Millennials are more influenced by heritage than
African-American Millennials
72%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Net: Influence
Hispanic Millennials African American Millennials
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)
76. 76
Hispanic Millennials are more likely to purchase ethnic brands
than African-American Millennials
53%
48%
0%
10%
20%
30%
40%
50%
60%
I use/buy ethnic brands of food and beverages
Hispanic Millennials African American Millennials
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
Top 2 Box Agreement
77. 77
Hispanic Millennials are also more likely to shop at ethnic stores
than African-American Millennials
17%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)
Hispanic Millennials African American Millennials
Which types of stores do you and/or other members of your household usually buy
groceries from?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
79. 79
Surprisingly, Hispanic Millennial Males are more likely to
shop at specialty grocery stores
36%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Special grocery stores (Whole Foods, Trader Joe's, etc.)
Hispanic Millennial Males Hispanic Millennial Females
Which type of stores do you shop at?
80. 80
And shop at large chain grocery stores too
52%
45%
0%
10%
20%
30%
40%
50%
60%
Large chain grocery store (Ralph’s, Albertson’s, Kroger, Winn-Dixie, Giant, etc.)
Hispanic Millennial Males Hispanic Millennial Females
Which type of stores do you shop at?
81. 81
Hispanic Millennial Males use technology to enhance their
shopping experience
56% 58%
41%43% 41%
28%
0%
10%
20%
30%
40%
50%
60%
70%
Look up items (for product
information/reviews) on your mobile
device while you are at the store
Browse the store’s website for specials
BEFORE shopping there
Order grocery items online to have them
delivered to you
Hispanic Millennial Males Hispanic Millennial Females
Conduct the following task frequently or sometimes while shopping
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
↑
↑
83. 83
Points of Tension
• One of the most important ways to establish
a deeper understanding of Hispanic
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.
84. 84
Among the defining characteristics we see in Hispanic Millennials are
the numerous and deep cultural and psychographic points of tension
theyface.
• Because theylive intwocultures,caught betweenverydifferentgenerations,andtheirproper
lifestage,theyface tensions related todecisions about financial services.
• Weidentifiedpoints oftension asitrelates tofood,beverage,andalcohol consumption.
86. 86
Hispanic Millennials say that heritage has less of an influence
on what they consume than their parents
72%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
Hispanic Millennials Hispanics 35+
How does your heritage or cultural background contribute to the food and
beverage brands you buy? (Open end)
87. 87
And report that purchases don’t reflect familial heritage
33%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I buy foods that reflect my family's heritage/my culture
Hispanic Millennials Hispanics 35+
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)
88. 88
In reality, heritage drives preference
62%
49%
42%
38%
61%
38%
28%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Mexican Hot Sauce (Tapatio,
Cholula, etc.)
"Aguas Frescas" (Tamrindo,
Jamaica, Guava, etc.)
"Horchata" drink "Dulce de leche"
Hispanic Millennials Hispanic 35+
Which of these products have you consumed in the past 3 months?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑
↑
90. 90
Hispanic Millennials report that they are picky about eating
healthy foods
50%
54%
46% 47%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
“I am picky about eating healthy foods”
91. 91
Hispanic Millennials are also more likely to state that they
are on a diet to lose weight than other Millennials
40%
36% 35%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Top 2 Box
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
“I am currently on a diet to lose weight.”
92. 92
Yet, Hispanic Millennials feel that they are less careful
about their diets than before
69%
77% 76%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I am more careful about the foods I eat now compared to 5 years ago
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
(Top 2 Box Agreement)
75% of online
conversation
relates to indulging
in or craving
sweets and snacks.
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
AD D
94. 94
Hispanic Millennials report the importance of whole
foods
70%
63% 62% 61%
65%
62% 63%
59%
65%
61% 61% 61%63%
55%
58% 59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Free of growth hormones Sourced/manufactured ethically Not processed Free of "genetically modified
organisms" (gmos)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you
(Top 2 Box)
95. 95
However, Hispanic Millennials don’t feel that processed
foods are bad for you
31%
24% 23%22% 21%
17%17%
19%
16%
27%
30%
23%
0%
5%
10%
15%
20%
25%
30%
35%
Processed meats/cold cuts Frozen pre-packed meals Food additives/preservatives
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Male Hispanic millennial
males talk about organic
and natural foods in a
negative way at over 2X
rate of their female
counterparts
Please indicate how healthy each of these types of foods/ingredients are in general?
Summary of foods rated GOOD for you
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
BC
BC
97. 97
Hispanic Millennials report a preference for home-cooked
meals
81%
77%
83%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: At least once a week
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How often do you do each of the following, if at all?
Cook meals from scratch (myself)
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
DD
98. 98
Yet are more likely to eat fast food weekly
62%
51% 52%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Net: At least once a week
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
How often do you do each of the following, if at all?
Eat at a fast food restaurant (including drive-thru)
↑↓ and letters indicate statistically significant difference (95% confidence)
(A) (B) (C) (D)
BC
99. 99
Point of Tension #5:
Coupons dictate where you shop but not necessarily
savings.
100. 100
10%
16%
35%
32%
7%
16%
19%
42%
15%
7%
11%
26%
42%
17%
3%
12%
22%
43%
17%
5%
11%
14%
41%
21%
13%
Every time I go grocery
shopping
Most times Sometimes Rarely Never
Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials
C
Hispanic Millennials indicate that they rarely or never use
coupons when grocery shopping
How often, if at all, do you use coupons when shopping for groceries?
HM Rarely/Never is Highest at 39%
↑↓ and letters indicate statistically significant difference (95% confidence)
AE
E
BCDE
C
101. 101
Yet, a majority indicate coupons impact where they shop…
61%
66%
59%
71%
53%
Yes
Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials
Do coupons impact where you shop for groceries?
(A) (B) (C) (D) (E)
↑↓ and letters indicate statistically significant difference (95% confidence)
E
ACE
103. 103
10%
34%
39%
17%
Yes, a big influence Yes, a little bit of an influence No, it had no influence at all No, my parents did not drink beer
Hispanic Millennials
Did the beer brands your parent(s) drank while you were growing up influence the beer brands
you drink now?
Most Hispanic Millennials say that their parents’ beer
preference does not matter
104. 104
Yet, traditional Mexican and American beer brands are most
popular among HMs and HM35+
Which brands of beer have you consumed in the past 3 months?
Among Beer Drinkers
46% 45%
23% 22% 22%
17% 17%
11%
45% 44%
29%
26%
24% 24%
21%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Budweiser/Bud
Light
Corona/Corona
Light
Dos Equis Coors/Coors Light Miller/Miller
Lite/Genuine
Draft
Tecate/Tecate
Light
Modelo
Especial/Negra
Modelo
Pacifico
Hispanics Millennials Hispanics 35+
107. 107
• Products with high fructose corn syrup,
additives, and high sugar are falling
out of favor with Hispanic Millennials
• Organic food and beverages have a big
opportunity with Hispanic Millennials
108. 108
Artisanal foods are
untapped opportunity
that will require greater
cultural relevance
Craft brewers have a
lot of work to do to
win over Hispanic
Millennials
109. 109
Ethnic and culturally relevant recipes offer a huge
opportunity for food, beverage and
Recipes matter to HispanicMillennials
110. 110
Implications
• While it’s clear that food, beverage, and alcohol has deep cultural resonance, the marketing
must respect the cross-cultural world of the Hispanic Millennial
• For marketing purposes, it is important to recognize that heritage skews perception as much as
it dictates preference
• Coupons should be integrated with mobile and other emerging forms of technology to match
usage
• While craft or artisanal brands are clearly a threat, it is key to remember that there is still a
significant market for established brands
• For spirits marketers, the Hispanic Millennial is more likely open to trial of new brands and
should be targeted accordingly
112. 112
Key Findings
Consistent Themes Across Waves 1-4
• Hispanic Millennials trust brands like Coke and Pepsi
• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like
wealth, health and happiness
• Embrace technology – both for financial services and health
• Hispanic millennial is key decision-maker in Hispanic household
113. 113
Key Findings
Consistent Points of Conflict Across Waves 1-4
• Wanting to fit in vs. standing out
• Eating Right Important Yet Difficult
115. 115
Next Phases of The Hispanic Millennial Project
Upcoming Final Wave
Each wave of The Hispanic Millennial Project is focusing on a different
topic relevant to this segment:
• Wave 5: Media Consumption, Entertainment & Digital Behavior (July
2015)