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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.
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Hispanic Millennial ProjectWave 1 Research Preview
Hispanicize 2014
2014April 2,
2Overview
• Introduction
• Why Hispanic Millennials
• The Hispanic Millennial Project Overview
• Comparing Hispanic Millennials
• Emerging Themes & Insights
• What’s Next
3Jose R. Villa
President / Senior
Strategist
Sensis
Mario X. Carrasco
Partner
ThinkNow Research
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
@marioxcarrasco
/in/MarioXCarrasco
ThinkNowResearch.com/blog
SensisBureau.com
Introduction
5
Online PanelOver 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
ResearchFortune 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.
6BACKGROUND
• Advertising & digital agency
• 43 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
Why Hispanic Millennials?
8Hispanic Population by Generation
0%
4%
17%
20%
25%
33%
0% 5% 10% 15% 20% 25% 30% 35%
(Hispanic)Greatest Generation
Silent Generation (Hispanic)
Baby Boomers (Hispanic)
Generation X (Hispanic)
Generation Y (Hispanic millennials)
Generation Z (Hispanic)
2013 Hispanic population by Generation
2013
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
921% of all Millennials are Hispanic…
and will reach 23% by the year 2020
Source: Geoscape, American Marketspace, 2013
10In key DMAs, Hispanic Millennials already represent the majority
Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population
50%
28%
41%
25%32% 31%
50%
33%
58%
32%
58%
35%
93%
18% 14%
0%10%20%30%40%50%60%70%80%90%
100%
% HISPANIC MILLENNIAL/TOTAL DMA MILLENNIAL POPULATION
% Hispani Millenia 2013l
11Non-traditional markets will witness the fastest growth in the next 5 years
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
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
12Inevitably, they will become imperative to future household growth …
Source: Geoscape, American Marketscape DataStream™ 2013 Series, Household growth by ethnicity.2013-2018
6.14%
3.01%
16.79%
15.66%
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%
Black Households
White Households
Asian Households
Hispanic Households
2013-2018
% GROWTH
13Yet 44% of Hispanic Millennials are foreign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
14
To dig deeper into segmentation, points of
tension, and difference between U.S.-born vs.
foreign born.
Why another Hispanic millennial research study?
The Hispanic Millennial Project
Overview
16The Hispanic Millennial Project is a joint
research study developed by cross-cultural
advertising agency Sensis and leading market
research firm ThinkNow Research.
17 Innovative research initiative
on U.S. Hispanic millennials
Designed to compare Hispanic
millennials to non-Hispanic
millennials as well as their
older Hispanic (35+)
counterparts
www.HispanicMillennialProject.co
m
Introducing the Hispanic Millennial
Project
18
Research Methodology
19Research Methodology
• ThinkNow Research conducted a nationwide online survey between March 14-19, 2014.
• A total of n=900 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 US Census for gender, age and US 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=300 N=300 N=300
20Acronyms
• “HM” = Hispanic Millennials
• “FHM” = Foreign-born Hispanic Millennials
• “UHM” = U.S. Born Hispanic Millennials
• “NHM” = non-Hispanic Millennials
• “H35+” = Hispanics 35-64
• “FH35+” = Foreign-born Hispanics 35-64
• “UH35+” = U.S. born Hispanics 35-64
Comparing Hispanic Millennials
22
Hispanic Millennials
vs. Hispanic 35+
23Hispanic Millennials vs. Hispanic 35+
24Hispanic Millennials vs. Hispanic 35+
25
Hispanic Millennials
vs. Non-Hispanic Millennials
26Hispanic Millennials vs. Non-Hispanic Millennials
27Hispanic Millennials vs. Non-Hispanic Millennials
28Hispanic Millennials vs. Non-Hispanic Millennials
29
U.S. born Hispanic Millennials
vs. Foreign-born Hispanic Millennials
30U.S. Born vs. Foreign-born Hispanic Millennials
31U.S. Born vs. Foreign-born Hispanic Millennials
Emerging Themes & Insights
33
Hispanic Millennials (particularly foreign-born) are much more
optimistic
34
63%
39%
60%
69%
41%
57%
HispanicMillennials
----------
Non-Hispanic
Millennials----------
HispanicMillennials
US Born----------
HispanicMillennials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree
HM’s are more satisfied with the direction of US
compared to NHMs
How Satisfied are you with the Direction that the US is going in?
35
Hispanic Millennials continue to believe & be driven by the American
Dream
36Hispanic Millennials believe much more in the “American dream” vs. Non HispanicsThe “American Dream” is something I believe in
71%
55%
73%
65%70% 68%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
37For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. Non-Hispanics
The “American Dream” is something I strive for
67%
54%
66% 69%64%
60%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
38
Hispanic Millennials have different
perceptions of success
39Hispanic 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%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
40Hispanic Millennials place less importance on Marriage than their older Hispanic counterparts Marriage is very important to me
68%
64%
67%
70%
73%
71%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
41
Heightened importance of higher education
42
Graduating from a 4-year college is a goal for
46% of Hispanics Millennials compared to only
31% of non-Hispanic millennials
A Future Goal
43
Graduating from a 4-year college is a strong
indicator of success 50% of foreign-born
Hispanic millennials
Indicator of Success
44
Foreign Born Millennials- the forgotten segment
45Foreign-born Hispanic Millennials the most interested in fitting in with the mainstreamI want to fit in with the mainstream
49%
30%
46%
56%
40%
55%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
46Religion plays a significant role in the life of FHMsReligion plays a big role in my life
49%
41%44%
62%57%
53%
HispanicMillenials
----------
Non-Hispanic
Millenials----------
HispanicMillenialsUS Born----------
HispanicMillenials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
47Foreign-born Hispanic Millennials are still heavy Spanish language media consumers
What language do you normally consume media? (TV, radio, internet, & magazines)
9% 9% 9%
3%
12%
40% 40%39%
32%
43%
16%
19%
7%
31%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
HispanicMillennials
----------
HispanicMillennials
US Born----------
HispanicMillennials
ForeignBorn
----------
Hispanic35-64 US
Born----------
Hispanic35-64
ForeignBorn
----------
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
48
Re-evaluating the decision maker in the Hispanic household
49Many 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 householdcosts (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-HispanicMillennials----------
HispanicMillennials----------
50
Hispanic Millennials: entrepreneurial at heart
51
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
52
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
What’s Next
54Next Phases of our ResearchMultiple Waves
• Healthcare - Behaviors, Motivations, and Attitudes
• Segmentation
• Banking / Financial Service Behavior
• Points of Tension
55Sign-up for the full reports @
www.HispanicMillennialProject.com
… and follow-us on Twitter
@HispMillennial