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.
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.
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.
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.
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
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.
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.
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.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
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.
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.
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.
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
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.
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.
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.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.
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
Bridge Marketing to Hispanic Segments in Omaha, NE | University of Sioux Fall...Miranda Cain
This study focuses on marketing to Hispanic segments in the Omaha, Nebraska region in
promotion of life insurance. Easier said than done, this particular investigation takes into account
that media is a vast and ever expanding landscape which demands flexibility from consumers
and professionals alike. As well as, the innate desire of continual learning from those wishing to
be successful in this industry. As the world of advertising strives to keep up with the ever
changing technology outlook and the limitless desires of consumer markets, it’s important to
remember that when in the business of advertising, one is more deeply rooted in the business of
people.
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.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
#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 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.
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
ThinkNow Research - Hispanic Millennials and Financial ServicesThinkNow
This is our 3rd wave of the Hispanic Millennial project, which helps you understand how they feel about banks, wealth, investments, and other products and services in the financial industry.
An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.
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
Bridge Marketing to Hispanic Segments in Omaha, NE | University of Sioux Fall...Miranda Cain
This study focuses on marketing to Hispanic segments in the Omaha, Nebraska region in
promotion of life insurance. Easier said than done, this particular investigation takes into account
that media is a vast and ever expanding landscape which demands flexibility from consumers
and professionals alike. As well as, the innate desire of continual learning from those wishing to
be successful in this industry. As the world of advertising strives to keep up with the ever
changing technology outlook and the limitless desires of consumer markets, it’s important to
remember that when in the business of advertising, one is more deeply rooted in the business of
people.
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.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
#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 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.
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
ThinkNow Research - Hispanic Millennials and Financial ServicesThinkNow
This is our 3rd wave of the Hispanic Millennial project, which helps you understand how they feel about banks, wealth, investments, and other products and services in the financial industry.
How ESPN Ties Sports, Culture, and Content Marketing Together to Reach the US...Skyword Inc.
With more than 54 million people of Latino origin in the United States, and with a purchasing power estimated to reach $1.5 trillion in 2015, now is the perfect time for your brand to expand in the US Hispanic market.
[WEBINAR] ESPN's Senior Director of Multicultural Content, Hugo Balta, and Skyword's Director of Brand Partnerships, US Hispanic and Latin America, George Levy, on how your brand can reach this multicultural audience. This webinar is a part of Skyword's Latino Content Marketing series.
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
Hispanic market
By 2025, U.S. Hispanics will represent
25% of the total U.S. population.
As the Hispanic population grows, so does their purchasing power.
El Club de Comerciantes can cost-effectively promote your service, product and brand to Hispanic consumers and media. The following are tools that can help you understand and target the Hispanic market.
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Retail institutions in the music industry would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community.
Why marketing to Hispanics with Social Media works: Social Media Spanish pres...Nativa
Presentation showing best practices for marketing to Hispanics with social media as well as several case studies from brands including the NBA, Being Latino and Degree Men. Presented to the AMA on April 6, 2011.
An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”.
Through the development of Ogilvy & Mather’s Cross-Cultural Report, we identified a major shift in the way we perceive and market to our clients’ customers. In the report we explain this shift and the manner in which we need to respond to it. The stakes are high. It’s no exaggeration to say that this is a change-or-die moment for many players in our industry. We believe that with this blueprint we are poised to prosper rather than perish. And we believe that David Ogilvy, who had great respect for the consumer and a deeply held belief in constant adaptation, would have approved.
After reading the Cross-Cultural Report you should understand the following:
1. The business case as to why brand and marketing leaders should shift their planning and investment approach for “The New General Market.”
2. The cross-cultural disciplined approach versus the current general market and multicultural marketing approach.
3. How the application of the Ogilvy & Mather Cross-Cultural Strategic Territories helps builds brands for The New General Market.
4. How the Ogilvy & Mather Cross-Cultural Matrix helps brands assess their current cross-cultural position and our approach for building brand value.
Similar to Sensis Hispanic Millennial Project Atlanta Presentation (20)
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“Chapter 1: Social Shopping” is the first of 3 planned reports that present our findings and recommendations. It addresses one of the more pronounced dimensions of Hispanic experience relative to the general market: the importance of social shopping, i.e. having shopping companions.
The Hispanic Persona Project SXSW Interactive 2012 Presentation Sensis
The Hispanic Persona Project provides innovative insights for marketers eager to tap the ever-expanding Hispanic population and its use of digital technology - Web, social media, mobile - to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences. The session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. Multicultural and digital marketing thought leader José Villa will introduce attendees to 4 Hispanic Personas and facilitate a thoughtful discussion on Hispanic digital behavior.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Doing business with the Federal Government: One ad agency's model for successSensis
Cutting through a lot of the hype and false promises out there, LA-based ad agency shares their advice to minority-owned business on successfully pursuing Federal contracts.
Multicultural marketing in the digital age: Integrating Multicultural Capabil...Sensis
Most advertising professionals and marketers understand the historic cultural and economic shift represented by the burgeoning U.S. multicultural population. What most ad pros don't realize is how quickly this market is adopting digital technology, specifically social and mobile, and how this represents the biggest shift in the multicultural marketing landscape since the launch of Spanish-language TV. With more and more big general market ad shops quickly redefining "full service" to also include the Hispanic, African American, Asian and GLBTQ markets, find out how the multicultural digital media shift is creating a unique opportunity for all agencies to get into the multicultural game.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
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Industry expert Scott Sehlhorst will:
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• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
4. 4
#HMPATL
Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com
Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
Roy Eduardo Kokoyachuk
5. 5
#HMPATL
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and market research firm ThinkNow Research.
6. 6
#HMPATL
BACKGROUND
• Advertising & digital agency
• 54 employees
• 12 million in revenue (2013)
• 16 years in business
• Independent, minority-owned
• Offices in L.A. , DC, & Atlanta
CAPABILITIES
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Digital Marketing
• Mobile & Website Development
• Hispanic, African-American,
Asian Marketing
7. 7
#HMPATL
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.
#HMPDC
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#HMPATL
Why Hispanic Millennials?
Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.
11. 11
21% of all Millennials are Hispanic…
and will reach 23% by the year 2020
Source: Geoscape, American Marketspace, 2013
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#HMPATL
Why Hispanic Millennials?
In key DMAs, Hispanic Millennials already represent the majority
13. 13
#HMPATL
Why Hispanic Millennials?
Non-traditional markets will witness the fastest Hispanic Millennial growth
24%
24%
24%
25%
25%
26%
26%
26%
26%
27%
29%
30%
30%
34%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Memphis
Lexington
Atlanta
Bend, OR
Minot-Bismarck-Dickinson (Williston)
Salisbury
Indianapolis
Greenville-Spartanburg-Asheville-Anderson
Myrtle Beach-Florence
Charleston, SC
Nashville
Wilmington
Greensboro-High Point-Winston Salem
Charlotte
Raleigh-Durham (Fayetteville)
DMA/Hispanic Millennial % change (2013-2018)
% CHANGE
14. 14
Yet 44% of Hispanic Millennials
are foreign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
15. 15
To dig deeper into segmentation,
points of tension, and difference between U.S. born vs. foreign-born.
Why another Hispanic Millennial research study?
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#HMPATL
Research Methodology
•
ThinkNow Research conducted a nationwide online survey between March and June 2014.
•
A total of n=900 and n=908 interviews were completed. Qualified respondents were segmented into one of the following three groups:
•
Non-Hispanic White does not include African-Americans, Asians, and other ethnic groups
•
Respondents in each group were weighted to match U.S. Census for age, gender, and U.S. region
Hispanic Millennials
Hispanics 35+
Non-Hispanic White Millennials
Origin
Self-identify as Hispanic origin
Self-identify as Hispanic origin
Self-identify as White Non- Hispanic Origin
Age
18 to 34 years of age
35 to 64 years of age
18 to 34 years of age
Base Size
N=302
N=305
N=301
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:
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#HMPATL
63%
39%
60%
69%
41%
57%
Hispanic
Millennials
----------
Non-
Hispanic
Millennials
----------
Hispanic
Millennials
US Born
----------
Hispanic
Millennials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree
Hispanic Millennials are more satisfied with the direction of US compared to non-Hispanic Millennials
How Satisfied are you with the Direction that the US is going in?
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#HMPATL
Foreign-born Hispanic Millennials have a strong desire to assimilate
I want to fit in with the mainstream
49%
30%
46%
56%
40%
55%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
22. 22
#HMPATL
Religion plays a significant role in the life of Foreign-born Hispanic Millennials
Religion plays a big role in my life
49%
41%
44%
62%
57%
53%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
28. 28
#HMPATL
Hispanic Millennials believe much more in the “American dream” vs. non-Hispanic Millennials
The “American Dream” is something I believe in
71%
55%
73%
65%
70%
68%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
29. 29
#HMPATL
For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. non-Hispanic Millennials
The “American Dream” is something I strive for
67%
54%
66%
69%
64%
60%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
33. 33
#HMPATL
Hispanic Millennials place significantly more importance on having children vs. non-Hispanic Millennials
Having children is very important to me
71%
64%
70%
74%
70%
69%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
34. 34
56% of foreign-born Hispanic Millennials believe marriage should be between a man and a woman (compared to 46% of U.S. born Hispanic millennials)
Same-sex Marriage
35. 35
#HMPATL
Hispanic Millennials place less importance on marriage than their older Hispanic counterparts
Marriage is very important to me
68%
64%
67%
70%
73%
71%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
37. 37
Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (~ 40%)
Importance of Spanish-language
38. 38
#HMPATL
Hispanic Millennials are Spanish language media consumers
What language do you normally consume media? (TV, radio, Internet, & magazines)
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#HMPATL
Many Hispanic Millennials contribute majority or pay about half of the household costs
How much, if at all, do you contribute to your household's finances?
8%
22%
14%
43%
14%
0
9%
27%
33%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
I pay for all or the majority of the household
costs (including rent/mortgage)
I pay for about half of the household costs
(including rent/mortgage)
I pay less than half of the household expenses
(including rent/mortgage)
I contribute minimally
I don't contribute financially
Non-
Hispanic
Millennials
----------
Hispanic
Millennials
----------
45. 45
Owning your own business is a strong indicator of success for 47% of Hispanic Millennials compared to 23% of non- Hispanic Millennials
Strong Indicator of Success
46. 46
#HMPATL
Owning a Business
Both an indicator of success and future goal
47. 47
For 57% of foreign-born Hispanic Millennials, owning a business is a future goal, compared to 45% of U.S. born Hispanic Millennials
A Future Goal
49. 49
#HMPATL
Key Healthcare Themes
1.
Have sophisticated health attitudes
2.
Are cautiously optimistic about health
3.
Are engaged in healthy lifestyles
4.
Embrace health technology
5.
Trust doctors to a degree
6.
Are widely insured
7.
Predominantly favor the Affordable Care Act
51. 51
#HMPATL
Diet, feeling good, and exercise define health
“What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)
Exercising,
52. 52
#HMPATL
Proactive about managing health
“Which, if any, preventative measures are you taking to avoid health problems in the future?”
Exercising
53. Theme 2
Are cautiously optimistic about health
54. 54
#HMPATL
Report lower levels of stress
Which suggests Hispanic Millennials are more optimistic about their health.
Based on a 5-point scale – Completely Stress Free to Very Stressful
“How would you consider your stress level overall?”
55. 55
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Yet concerned about hereditary illnesses
“You mentioned that you are concerned about getting an illness / condition in the future. What illness / condition is that?”
57. 57
#HMPATL
Far more likely to exercise regularly
“How often do you exercise, if at all?”
4+ Times per Week (Net)
58. 58
#HMPATL
Significantly higher engagement in team sports
Difference in attitudes towards exercise & corroborates close knit social ties.
Playing a team sport (basketball, soccer, football, volleyball, etc…)
“Which of the following types of exercise do you take part in regularly?”
60. 60
#HMPATL
Hispanic Millennials embrace health technology
They are using mobile apps for health-related reasons.
“Do you use mobile applications (“apps”) for health-related purposes?”
69. 69
#HMPATL
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.
Points of Tension
70. 70
#HMPATL
Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face.
•Because they live in two cultures, caught between very different generations, they face constant cultural tensions related to decisions about health and wellness.
71. 71
#HMPATL
Fitting in vs. Standing out
Struggle with need to fit in with mainstream culture, while trying to maintain their cultural identity.
Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity.
47% of Hispanic Millennials indicate that they feel close or somewhat close to their culture, while 67% of them state that they want to stand out as a Latino
72. 72
#HMPATL
Being Latino
Gap between where they are and want to be in terms of their Latino cultural identity
73. 73
#HMPATL
Role of Religion
Religion doesn’t play as a big a role as with Hispanics 35+, yet they are more spiritual
58% of Hispanic Millennials consider themselves to be more spiritual than religious, even compared to non- Hispanic Millennials
74. 74
#HMPATL
The idea of seeing a doctor is important
Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go unless it is an emergency.
“Seeing a doctor regularly is important to me.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
“I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
75. 75
#HMPATL
Inner well-being versus outside appearance
Health is defined in terms of diet and exercise, yet the cultural impulse to maintain physical appearance is strong.
What does being healthy mean to you? How do you define “Healthy”?
(Open end)
“Please rank the top 3 reasons why you exercise?”
76. 76
#HMPATL
Online health information used more than trusted
Female Hispanic Millennials are more likely to seek out health-related information or advice online. However, they are less likely to trust the internet over doctors.
“What is the most trusted source that you are likely to use when looking for health-related information or advice?”
“What sources are you likely to use when looking for health-related information or advice?”
77. 77
#HMPATL
Trust doctors to a degree
Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a second opinion.
“What sources do you trust most for health- related information or advice?”
“I always get a second opinion from other doctors.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
79. 79
#HMPATL
Brands that Resonate with Hispanic Millennials
Apple is the brand most associated with success
80. 80
#HMPATL
Brands that Resonate with Hispanic Millennials
Wal-Mart best communicates with Hispanic Millennials
81. 81
#HMPATL
Brands that Resonate with Hispanic Millennials
Product Quality and Trust Most Important Brand Drivers
Why do you feel these brands do a good job of relating and/or communicating to someone like yourself?
84. 84
#HMPATL
Avoid Millennial Generalizations
Approach foreign-Born Hispanic Millennials Differently than U.S. born Counterparts
85. 85
#HMPATL
Tap Into Hispanic Millennials’ Entrepreneurial Spirit
Recognize and Leverage the Differences Between U.S. born and foreign-born Hispanic Millennials
86. 86
#HMPATL
The Millennial Hispanic Head- of-Household?
Spanish-Language Media Is Key to Reaching foreign-born Hispanic Millennials
87. 87
#HMPATL
Marketing Healthcare to Hispanic Millennials
•
Avoid pandering
–
Hispanic Millennials have fairly sophisticated attitudes and enlightened health behaviors
•
Showcase active, well-rounded lifestyles
–
Hispanic Millennial are actively engaged in living well-rounded and active lifestyles
–
They exercise more regularly, watch what they eat, and take dietary supplements on a regular basis
88. 88
#HMPATL
Marketing Healthcare to Hispanic Millennials
•
Be positive and upbeat yet realistic
–
Hispanic Millennials are more optimistic than non-Hispanic Millennials about their health today
–
They also have a lingering preoccupation with hereditary health concerns common in the Hispanic community
•
Address long-term benefits of health maintenance
–
Hispanic Millennials proactively take preventative measures to avoid health problems in the future
–
They exercise more often and increasingly monitor the types of food they eat
89. 89
#HMPATL
Marketing Healthcare to Hispanic Millennials
•
Leverage technology and mobile apps
–
More and more Hispanic Millennials turning to the internet and digital tools to manage their overall health
–
U.S. Born Hispanic Millennials embracing the internet as a trusted source versus Foreign born Hispanic Millennials that trust doctors
–
Growing reliance on mobile apps to track physical activity and diet
•
Educate lower income Hispanic Millennials about ACA
–
There is an opportunity to educate lower income Hispanic Millennials about the existence of affordable healthcare options
91. 91
#HMPATL
What’s Next
•
Sensis and ThinkNow Research will release future waves of this study throughout 2014 and early 2015
•
Forthcoming waves will address the following topics:
–
Wave 3: Banking / Financial Services – Behaviors and Attitudes (Nov 2014)
–
Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Jan 2015)
–
Wave 5: Media Consumption and Digital Behavior (Mar 2015)
92. 92
Download the full reports at
www.HispanicMillennialProject.com
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@HispMillennial