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

1. The Hispanic Millennial Project
Wave 5: Media, Entertainment & Technology
ASIAN FOCUS

2. Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
Roy Eduardo Kokoyachuk
#HMP5

3. The Hispanic Millennial Project is a joint research
study developed by integrated cross-cultural
advertising agency Sensis and market research firm
ThinkNow Research

4. 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.

5. Topics we have explored
• Introduction, Higher Education, & American Dream
– The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful
differences between this group and other cohorts.
• Healthcare & Wellness
– 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.
• Financial Services & Wealth
– The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial
well-being, and banking.
• Food, Beverage, & Alcohol
– The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and
alcohol consumption.

6. This 5th wave explores the impact of culture on
the Millennial consumption of media,
technology, and entertainment.

7. 8%
12%
19%
21%
24%
25%
26%
9%
12%
13%
14%
14%
14%
14%
4%
5%
7%
5%
5%
6%
6%
2%
2%
2%
2%
3%
4%
5%
78%
70%
60%
57%
54%
52%
50%
65 YEARS AND
OVER
50 TO 64 YEARS
35 TO 49 YEARS
18 TO 34 YEARS
14 TO 17 YEARS
5 TO 13 YEARS
UNDER 5 YEARS
US RACE/ETHNICITY* BY AGE 2015
But Younger Americans are more likely to be Multicultural
Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic.
38% of US Population is Multicultural
Mixed Race & Other

8. Methodology
• ThinkNow Research conducted a nationwide online survey during June, 2015.
• A total of n=1,512 interviews were completed. Qualified respondents were segmented
into one of the following five 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=306 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=301 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)

9. Profile ofAsian Millennials
#HMP5

10. Asian Millennials
Entertainment & Media

11. Tech, Gaming, & Advertising
Asian Millennials

12. Why Is This Culturally Relevant?

13. Digital Product Usage

14. Asian Millennials over-index on ownership of common digital
products
92%
79%
63%
59%
88%
82%
67%
56%
90%
84%
73%
61%
85%
78%
63%
56%
Smart Phone Laptop Computer Tablet Desktop Computer
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
(Top 2 Box Agreement)

15. 53%
41%
4%
1%
53%
36%
9%
43%
52%
2% 1%
55%
37%
6%
2%
Android iOS (Apple) Windows Blackberry
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
iOS is easily the top operating system among Asian Millennial
smartphone users.
Letter indicates significance at 95% CL.Q2. Which operating system does your current mobile phone use?
Which operating system does your current mobile phone use?
Base: Own a smartphone
1

16. Like other Millennials groups, Asians utilize their smart phone
for a wide variety of tasks
88%
82% 79% 77% 75% 72%
87%
71%
76% 74%
70% 67%
83%
75% 78%
73%
69%
65%
85%
74% 75%
67% 67%
62%
Used a search engine
like Google or Yahoo
Listened to music Watched a video Sent a text to someone
you know
Visited or used a social
networking site
Used an application or
"App"
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done in the past 7 days on your mobile phone?

17. Social Media

18. 2.7
2.6
2.2
2.6
Mean Number of Hours Per Day
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
4.3
3.8
4.1 4.3
Mean Number of Times Per Day
Asian Millennials spend an average of 2 hours a day on
social media – slightly less than the other groups.
Average Hours Spent on Social Media Per Day
Average No. of Times Use Cellphone to
Update/Check in With Social Media
1

19. Social networking apps are quite common among Millennials
in general.
72%
67%
70%
66%
Social Networking
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following kinds of Apps have you personally used in the last 7 days?

20. 56% 57%
47%
57%
Always/Regularly comment or post online content
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Like many other Millennials, Asians prefer to view other
people’s online content than to post their own.
55%
65% 65%
59%
I prefer to view other people’s online content than I am to
post my own.
Which of these statements best describes you?
2

21. Social media are most apt to influence Asian and Hispanic
Millennials entertainment consumption
Particularly for movies and TV
17%
13%
16%
13%
From movie companies that I follow on social media (Facebook, Twitter,
Instagram, etc.)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following sources would you say
influence the movies you go watch at a theater?
24%
16%
18% 18%
From networks that I follow on social media (Facebook, Twitter, Instagram,
etc.)
Which of the following sources would you say
influence the programs you watch?

22. TV Watching/Entertainment

23. 34%
37%
39%
32%
Proportion of Streaming TV
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Asian Millennials are adapting the earliest to streaming TV
programming.
Proportion of All TV Hours Watched Per Method
(Live vs. Streaming, etc.)
ABCD
ABCD
E
E
E
2
How Will You Watch TV in the Near Future?
Exclusively/Mostly Streaming
34%
37%
50%
30%
Exclusively/Mostly Streaming

24. 42% 40%
47%
Non-English programming
Total Asian Millennials US Born Foreign Born
Streaming non-English programming is common among
Asian Millennials - even those who are US born.
Have you streamed any non-English language
programming in the past 30 days?
2

25. The ethnicity of an actor is relevant to both Asian and African-
American Millennials
If a new TV program has actors of the same ethnic background as you, what impact
does this have on your interest level in seeing the program?
Top 2 Box
2
45%
58% 56%
Makes me much/somewhat more interested
Hispanic Millennials Asian Millennials African-American Millennials

26. Entertainment helps Foreign-Born Asian Millennials remain
connected to their culture
17%
20%
26%
31%
Music you listen to Movies you watch
U.S.-Born Asian Millennials Foreign-Born Asian Millennials
How much of an influence would you say your culture/heritage is on each of the following?
(Big Influence)

27. 71%
61%
72%
69%
Visit YouTube At Least Once a Day
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
YouTube is one of the most visited online platforms for Asian
Millennials.
2
Approximately how often do you access/use each of the following online platforms, if at all?

28. 57%
51%
67%
55%
YouTube
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
78%
74%
82% 81%
YouTube
…. it is their go-to site for music and TV programming.
What are all the ways that you
watch TV programming?
ABCD
ABCD
28
On which of the following services/
platforms do you listen to music?
Base: Among Those Who Stream Music

29. 67%
50%
26%
71%
42%
27%
73%
57%
29%
69%
38%
22%
Gaming Apps Weather Apps Fitness Apps
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Asian Millennials are more likely to use gaming apps, as well
as apps for weather and fitness.
Which of the following kinds of Apps have you personally used in the last 7 days?
ABCD
ABCD
29

30. Similar to other Millennial groups, Asians stream music online
Which of these activities have you done online in the past 30 days?
71%
63% 65%
54%
Listened to streaming music online
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials

31. There is a strong correlation between heritage and
music
For all multicultural millennials
69%
63% 62%
67%
Music you listen to
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
How much of an influence would you say your culture/heritage is on each of the following?
(A big influence/Somewhat of an influence)

32. Similar to other Millennial groups, about 8-in-10 Asians
reported playing video games in the past year
80% 83% 80% 81%
Played a video game in the past 12 months
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done in the past 12 months?

33. 48%
32%
18%
3%
34%
38%
22%
7%
48%
36%
13%
3%
38%
33%
23%
6%
‘Casual’ video game player (only play a few
games from time to time)
‘Core’ player (play more than a casual
player, but not as much as a hardcore
player)
‘Hardcore’ player (frequent purchaser of
games, spend a great deal of time playing)
‘Professional’ player (extremely serious
about playing, participate in competitions,)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Asian and Hispanic Millennials are less serious about gaming
compared to NH Whites and African-Americans
Which of the following best describes you in regards to playing video games?
Base: Video Game Players
3

34. Asian Millennials are by far the most likely to watch others play
online
50%
53%
68%
47%
Watched others play online
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done in the past 12 months?

35. Clear Dissonance betweenAsian cultural beliefs and other Millennials

36. Asian Millennials identify less with the American Dream
than other groups
77%
82%
69%
79%
60%
77%
70%
73%
I believe that everyone can achieve their dreams if they try hard
enough.
Everyone should have the freedom to pursue their dreams.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
Top 2 Box Agreement

37. …. and are less likely to believe in other themes
commonly expressed in American pop culture
77% 76%
68%
64%
57%
78% 80%
71%
66%
57%
71%
74%
64%
60%
48%
75% 75%
69%
64%
55%
I believe that everyone should
follow their own path
Everyone deserves to be treated
equally
I believe that I have control over my
future
I believe in happy endings Everything works out in the end
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
(Top 2 Box Agreement)

38.  Fastest growing ethnic group in the U.S.
 Highest earners, not as stressed about finances
 Most pessimistic in believing that their dreams will
come true
 Are not heavy gamers who stick to casual formats on
their mobile devices
 Only group to be more likely to own an Apple vs.
Android phone
 Most likely to own laptops, tables and desktops
 Fastest group to cut the cable cord and adopt
streaming services
Asian Millennials

39. What’s Next
#HMP5

40.  Groundbreaking research initiative on cross-cultural Gen Z
segment
– The largest generational cohort alive in the U.S. (25% of
total pop)
– The last generation where Non-Hispanic Whites make up
the majority (at 53%)
 Designed to understand Hispanic, African-American, Asian
and general market Gen Z and their digital behavior
Millennials are so yesterday!
Gen Z Report
Gen Z defined:
The generation born
between 1995 and 2010
(currently between the
ages of 4 and 20)

41. THANK YOU!

42. Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
Roy Eduardo Kokoyachuk
#HMP5