The document discusses a survey of affluent Hispanic consumers earning over $100k annually and compares them to affluent non-Hispanics and lower-income Hispanics. Key findings include:
- Affluent Hispanics spend more on entertainment activities like movies, shopping, and cable/satellite TV compared to other groups.
- They are more likely to watch a variety of TV channels and follow/attend various sports.
- Affluent Hispanics also own and plan to purchase more high-end brands compared to affluent non-Hispanics.
AHAA presented new research on how Consumer Packaged Goods (CPG) and CPG-driven retail companies are increasing their investment and honing their strategies to better target Hispanic consumers. The outcome of this increased focus is impacting companies overall growth rate and is being noticed by Wall Street analysts.
Some of the companies featured in this new study include:
Coca-Cola, Ralcorp, Groupe Danone, Nestle, Walgreens, Church & Dwight, General Mills, Hormel Foods, Walmart, CVS/Caremark, McCormick, Dean Foods, LVMH Moet Hennessy, Louis Vuitton, Tyson Foods, JM Smucker, Kellogg, Clorox, Target, Pernod Ricard, Campbell Soup, Kimberly-Clark, Diageo, Procter & Gamble, Hershey, Brown-Forman, Unilever, Big Lots, Conagra Foods, Kraft Foods, Pepsico, Henkel Kgaa, Nutrisystem, Newell Rubbermaid, Fortune Brands, and Sara Lee.
The data will show the strong correlation (with a 95% confidence level) between corporate revenue growth and Hispanic marketing -- indicating that the Hispanic market can be a big determinant in corporate success.
Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fi...ThinkNow
Did you know that the soccer World Cup starts on June 12th?! Are you talking about it in your social groups? Are you planning on watching any of it? If you’re Hispanic, then the answer to those questions is very likely ‘Yes!’ And for non-Hispanics, well… ‘maybe’.
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
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...
AHAA presented new research on how Consumer Packaged Goods (CPG) and CPG-driven retail companies are increasing their investment and honing their strategies to better target Hispanic consumers. The outcome of this increased focus is impacting companies overall growth rate and is being noticed by Wall Street analysts.
Some of the companies featured in this new study include:
Coca-Cola, Ralcorp, Groupe Danone, Nestle, Walgreens, Church & Dwight, General Mills, Hormel Foods, Walmart, CVS/Caremark, McCormick, Dean Foods, LVMH Moet Hennessy, Louis Vuitton, Tyson Foods, JM Smucker, Kellogg, Clorox, Target, Pernod Ricard, Campbell Soup, Kimberly-Clark, Diageo, Procter & Gamble, Hershey, Brown-Forman, Unilever, Big Lots, Conagra Foods, Kraft Foods, Pepsico, Henkel Kgaa, Nutrisystem, Newell Rubbermaid, Fortune Brands, and Sara Lee.
The data will show the strong correlation (with a 95% confidence level) between corporate revenue growth and Hispanic marketing -- indicating that the Hispanic market can be a big determinant in corporate success.
Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fi...ThinkNow
Did you know that the soccer World Cup starts on June 12th?! Are you talking about it in your social groups? Are you planning on watching any of it? If you’re Hispanic, then the answer to those questions is very likely ‘Yes!’ And for non-Hispanics, well… ‘maybe’.
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
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...
ThinkNow Gen: We Are Gen Z: Education Focus Report 2017 ThinkNow
Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.
Currently about 16% of U.S. Hispanics and 23% of African Americans aged 25 or older have Bachelor’s degrees which is significantly higher than it was a decade ago. But despite the progress, these gains pale in comparison to the 33% of non-Hispanic Whites who have achieved that goal and the 54% of Asians with 4-year college degrees or higher.
Read the full blog here - https://thinknowresearch.com/blog/gen-z-may-finally-close-the-hispanic-and-african-american-educational-gap/
Thinknow Pulse Total Market Consumer Sentiment 2018ThinkNow
ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse study:
# Most American's household income stayed the same in 2017
# In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary
# Employment numbers improved in 2017 across the four major race/ethnic segments
# Just under half of consumers are anticipating a better year financially in 2018
# About half of Americans feel the US economy is growing
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse™ study:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
The first study in conjunction with NTA, as we delve into Hispanic travel and the unique opportunities this demographic presents for travel professionals.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
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.
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.
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
ThinkNow Research - Hispanic Consumer Sentiment Study 2014ThinkNow
According to the ThinkNow Research Hispanic Omnibus survey*, U.S. Hispanics are optimistic about their future for the second year in a row, though a little less so this year than last. In early 2013, when asked about their own financial situation and how it would fare in the coming year, 51% of all respondents said they anticipated in would improve (vs. 2012). This year, however, the market research shows that optimism is off a little, with only 46% expecting an improvement. On the other hand, only 9% think it will be worse (same both years).
There are some interesting subsets (related to optimism for the coming year) in the 2014 data… younger Hispanics are more optimistic than older ones, consumer sentiment in the South is the most optimistic of the geographic regions and overall, the most optimistic group is the lowest-acculturated Hispanics, with 61% expecting 2014 to be a better year than 2013. Why is that?
Additionally, Hispanics are a more optimistic group than their non-Hispanic counterparts, where only 42% feel their personal financial situations will improve in 2014 and 13% believe it will get worse.
Our nationwide survey found that nearly 50% of U.S. households have smart speakers. In this report brief, we discuss the following key findings:
1. Which brand of smart speaker is most popular
2. The impact of household income on smart speaker ownership
3. The generation most likely to own smart speakers
4. Most popular smart speaker commands
5. Smart speaker consumer purchase intent
and more...
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.
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.
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 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
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.
More Related Content
Similar to ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It!
ThinkNow Gen: We Are Gen Z: Education Focus Report 2017 ThinkNow
Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.
Currently about 16% of U.S. Hispanics and 23% of African Americans aged 25 or older have Bachelor’s degrees which is significantly higher than it was a decade ago. But despite the progress, these gains pale in comparison to the 33% of non-Hispanic Whites who have achieved that goal and the 54% of Asians with 4-year college degrees or higher.
Read the full blog here - https://thinknowresearch.com/blog/gen-z-may-finally-close-the-hispanic-and-african-american-educational-gap/
Thinknow Pulse Total Market Consumer Sentiment 2018ThinkNow
ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse study:
# Most American's household income stayed the same in 2017
# In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary
# Employment numbers improved in 2017 across the four major race/ethnic segments
# Just under half of consumers are anticipating a better year financially in 2018
# About half of Americans feel the US economy is growing
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse™ study:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
The first study in conjunction with NTA, as we delve into Hispanic travel and the unique opportunities this demographic presents for travel professionals.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
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.
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.
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
ThinkNow Research - Hispanic Consumer Sentiment Study 2014ThinkNow
According to the ThinkNow Research Hispanic Omnibus survey*, U.S. Hispanics are optimistic about their future for the second year in a row, though a little less so this year than last. In early 2013, when asked about their own financial situation and how it would fare in the coming year, 51% of all respondents said they anticipated in would improve (vs. 2012). This year, however, the market research shows that optimism is off a little, with only 46% expecting an improvement. On the other hand, only 9% think it will be worse (same both years).
There are some interesting subsets (related to optimism for the coming year) in the 2014 data… younger Hispanics are more optimistic than older ones, consumer sentiment in the South is the most optimistic of the geographic regions and overall, the most optimistic group is the lowest-acculturated Hispanics, with 61% expecting 2014 to be a better year than 2013. Why is that?
Additionally, Hispanics are a more optimistic group than their non-Hispanic counterparts, where only 42% feel their personal financial situations will improve in 2014 and 13% believe it will get worse.
Our nationwide survey found that nearly 50% of U.S. households have smart speakers. In this report brief, we discuss the following key findings:
1. Which brand of smart speaker is most popular
2. The impact of household income on smart speaker ownership
3. The generation most likely to own smart speakers
4. Most popular smart speaker commands
5. Smart speaker consumer purchase intent
and more...
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.
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.
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 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
Similar to ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It! (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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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 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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. U.S. Hispanic consumers continue to grow in numbers and flex
their spending power. This growth is having repercussions across
all levels of the socio-economic spectrum. Affluent Hispanics,
those earning $100K+ per year, are an interesting group in
particular because while they currently represent approximately
12.2% of Hispanic earners they punch above their weight as
compared to non-Hispanic affluents when it comes to contributing
to overall spending.
To better understand these differences we conducted a nationwide
survey to look at key Affluent Hispanic interests and spending
patterns.
5. Methodology
Method Online survey via ThinkNow Research’s Omnibus Study
Sample Size
Hispanics: n=2,021
Non-Hispanics: n=1,224
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Quotas/ Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S. Census data
with respect to age, gender and region.
Test Area Nationwide
Fieldwork Timing Omnibus surveys in 2014 (Feb-May’14)
7. Going to the movies, shopping, and having cable or
satellite TV are the top 3 mentioned items when we
asked respondents what they do as far as
entertainment.
Affluent Hispanics are more likely to take part in the
majority of entertainment activities compared to
affluent Non-Hispanics or non-affluent Hispanics.
8. 60%
55%
59%
46%
49%
54%
49%
47% 47%
38%
55% 56% 56%
42%
49%
40%
49%
45%
42%
29%
Go to the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
Affluent Hispanics Affluent Non-Hispanics
Next, let's talk about entertainment. Which of the following do you do?
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Activity Spending
Top 10 Activities
Among affluent groups ($100k+)
9. 51%
54%
50% 50%
48%B
45%
41%
36%
32%
29%
57%A
51%
53%
48%
42%
44%
41%
38% 39%A
32%
60%A
55%
59%A
46%
49%
51%
49%AB
47% 47%AB
38%A
Go to the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
<$50K (A) $50K-$99K (B) $100K+ (C)
Next, let's talk about entertainment. Which of the following do you do?
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Activity Spending
Top 10 Activities
Among Hispanics
10. Affluent Hispanics are more likely to watch different
TV networks compared to non-affluent Hispanics.
This is true except with Telemundo and Univision.
These two networks are more likely to be viewed
among the less affluent Hispanics.
11. Which of the following channels have you watched this past week? Please select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Broadcast Networks
56%
43%
45%
39%
23%
22%
60%
38%
50%
51%
1%
2%
ABC
FOX
CBS
NBC
Telemundo
Univision
Affluent Hispanics
Affluent Non-Hispanics
Watched in Past Week
Among affluent groups ($100k+)
12. Which of the following channels have you watched this past week? Please select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Broadcast Networks
Watched in Past Week
Among Hispanics
40%
34%
33%
27%
28%
28%
53%A
41%A
42%A
35%A
22%A
23%A
56%A
43%A
45%A
39%A
23%AB
22%A
ABC
FOX
CBS
NBC
Telemundo
Univision
<$50K (A) $50K-$99K (B) $100K+ (C)
13. Which of the following channels have you watched this past week? Please select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Cable TV
46%
40%
36%
29%
29%
36%
30%
36%
29%
28%
35%
26%
23%
25%
30%
25%
32%
12%
HBO
A&E
History Channel
TNT
Discovery Channel
USA
AMC
ESPN
SyFy
Affluent Hispanics
Affluent Non-Hispanics
Watched in Past Week
Among affluent groups ($100k+)
14. Which of the following channels have you watched this past week? Please select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Cable TV
Watched in Past Week
Among Hispanics
26%
25%
25%
24%
24%
24%
20%
19%
23%
36%A
33%A
31%A
30%A
28%A
25%A
30%A
29%A
22%A
46%A
40%A
36%A
29%A
29%AB
36%A
30%A
36%
29%
HBO
A&E
History Channel
TNT
Discovery Channel
USA
AMC
ESPN
SyFy
<$50K (A) $50K-$99K (B) $100K+ (C)
15. Affluent Hispanics are the most likely to follow,
watch, or attend a sporting even in the past 2 years.
This is true for every sport that we researched in this
study.
16. Please help us understand your level of interest in the following sports. Select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Sports
Sports
Among affluent groups ($100k+)
85%
86%
77%
76%
65%
68%
66%
59%
60%
51%
60%
55%
6%
81%
75%
70%
72%
35%
62%
62%
38%
51%
46%
39%
46%
4%
NFL (National Football League)
Olympic Games
NBA (National Basketball
Association)
MLB (Major League Baseball)
FIFA (Soccer)
NCAA Football
NCAA Basketball
MLS (Major League Soccer)
NHL (National Hockey League)
NASCAR
Tennis
Golf
Do not follow any of the above
53%
55%
43%
45%
33%
43%
38%
32%
29%
24%
31%
27%
17%
60%
49%
39%
43%
17%
38%
37%
17%
27%
22%
15%
24%
16%
Affluent
Hispanics
Affluent Non-
Hispanics
23%
14%
27%
30%
20%
22%
21%
19%
19%
15%
15%
13%
40%
20%
5%
16%
27%
6%
15%
11%
7%
15%
12%
5%
3%
50%
Attend in Past 2 Yrs
Follow Sport Watch on TV
17. and letters indicate statistically
significant difference (95% confidence)
Sports
Sports
Among Hispanics
59%
56%
50%
47%
42%
39%
36%
34%
27%
30%
24%
19%
19%BC
78%A
74%A
69%A
65%A
56%A
56%A
54%A
54%A
49%A
46%A
44%A
39%A
9%
85%AB
86%AB
77%AB
76%AB
65%AB
68%AB
66%AB
59%AB
60%AB
51%AB
60%A
55%AB
6%
NFL (National Football League)
Olympic Games
NBA (National Basketball
Association)
MLB (Major League Baseball)
FIFA (Soccer)
NCAA Football
NCAA Basketball
MLS (Major League Soccer)
NHL (National Hockey League)
NASCAR
Tennis
Golf
Do not follow any of the above
39%
38%
29%
26%
25%
22%
20%
19%
13%
17%
13%
8%
33%BC
48%A
49%A
38%A
36%A
33%A
33%A
30%A
29%A
25%A
23%A
23%A
18%A
21%
53%A
55%A
43%A
45%AB
33%A
43%AB
38%AB
32%A
29%A
24%A
31%AB
27%AB
17%
<$50K (A)
$50K-$99K (B)
$100K+ (C)
8%
5%
11%
11%
6%
7%
8%
6%
6%
5%
3%
5%
72%BC
16%A
10%A
22%A
18%A
13%A
13%A
12%A
12%A
12%A
9%A
9%A
8%A
48%C
23%AB
14%A
27%A
30%AB
20%AB
22%AB
21%AB
19%AB
19%AB
15%AB
15%AB
14%AB
40%
Follow Sport Watch on TV Attend in Past 2 Yrs
Please help us understand your level of interest in the following sports. Select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
18. Similar to other categories researched in this study,
affluent Hispanics are more likely to own and plan to
purchase many high end brands.
19. 24% 24% 23% 23% 26% 23% 21% 20% 21%
28%
12% 11%
16% 16% 14% 15% 12%
16% 14% 11%
Nike Adidas Hanes Dolce &
Gabbana
Panasonic Wrangler Sony Chanel Dickies Cartier
Affluent Hispanics Affluent Non-Hispanics
75% 75%
65%
55%
62%
58%
49%
35%
46%
40%
71%
77%
69%
52%
59% 58%
49%
26%
44%
39%
Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover
Which of the following brands do you own or plan to purchase for yourself or your household?
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Luxury Brands
Top 10 Brands
Among affluent groups ($100k+)
Owned
Plan to Purchase in Next 3 Months
20. 60% 59% 57%
44%
40% 40%
35%
30%
19% 20%
70%A
65%A 64%A
51%A 51%A 50%A
44%A
34% 36%A 32%A
75%A 75%AB
65%A
55%A
62%AB
58%AB
49%A
35%
46%AB
40%AB
Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover
and letters indicate statistically
significant difference (95% confidence)
Luxury Brands
Top 10 Brands
Among Hispanics
21% 22%
17% 17% 17% 17% 17% 16% 16% 15%
24% 23% 23%A 21%A 19% 19% 18% 19% 19% 18%
24% 24% 23%A 23% 26%AB 23% 21% 20% 21%
28%AB
Nike Adidas Hanes Dolce &
Gabbana
Panasonic Wrangler Sony Chanel Dickies Cartier
<$50K (A) $50K-$99K (B) $100K+ (C)
Owned
Plan to Purchase in Next 3 Months
Which of the following brands do you own or plan to purchase for yourself or your household?
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
26. Sample Profile
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 1224 967 743 226
Education:
Less than High School graduate 6% 3% 8% 2% 1%
High School Graduate/GED 22% 23% 31% 13% 7%
Some college/AA/Technical 39% 36% 42% 39% 28%
College graduate or more 32% 38% 19% 46% 64%
Household Income:
Less than $50,000 57% 45% 100% - -
$50,000 to less than $100,000 26% 29% - 100% -
$100,000 or more 12% 22% - - 100%
Prefer not to state 4% 4% - - -
Mean ($000) $60 $79 $26 $69 $200
Marital Status:
Married or living with partner 59% 57% 50% 71% 80%
Single, never married 31% 31% 37% 23% 15%
Separated/divorced/widowed 10% 12% 13% 6% 5%
Prefer not to answer 1% 1% 1% - -
Have Children <18 in HH 54% 41% 48% 61% 66%
27. Sample Profile
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 967 743 226
Language Spoken at Home:
Spanish only 10% 11% 9% 10%
Spanish mostly 23% 23% 28% 26%
Spanish and English equally 29% 29% 29% 28%
English mostly 20% 20% 19% 17%
English only 18% 18% 14% 18%
Acculturation
Less acculturated 13% 15% 12% 9%
Bicultural 60% 57% 63% 65%
More acculturated 27% 28% 25% 26%
Born in U.S. 73% 68% 78% 77%
Born outside of U.S. 27% 32% 22% 23%
Country of Origin
Mexican/Mexican-American 57% 56% 65% 62%
Puerto Rican 15% 18% 12% 9%
South American 12% 11% 12% 16%
Cuban 8% 9% 7% 10%
Central American 8% 8% 7% 4%
Dominican 3% 4% 3% 1%
28. Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
Contact Info
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com