April 2, 2014
Hispanic Millennial Project
Wave 1 Research Preview
Hispanicize 2014
Overview
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•
•
•
•
•
Introduction
Why Hispanic Millennials
The Hispanic Millennial Project Overview
Comparing Hispanic Millennials
Emerging Themes & Insights
What’s Next
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Jose R. Villa
Mario X. Carrasco
President / Senior
Strategist
Sensis
Partner
ThinkNow Research
@jrvilla
@marioxcarrasco
/in/JoseVilla
/in/MarioXCarrasco
ThinkMulticultural.com
SensisBureau.com
ThinkNowResearch.com/blog
Introduction
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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
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 Spanishlanguage television advertising
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.
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BACKGROUND
CAPABILITIES
• Advertising & digital
agency
• 43 employees
• 12 million in revenue
(2013)
• 16 years in business
• Independent, minorityowned
• Offices in L.A. , DC, &
Atlanta
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Digital Marketing
• Mobile & Website
Development
• Hispanic, AfricanAmerican,
Asian Marketing
Why Hispanic Millennials?
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Hispanic Population by Generation
2013 Hispanic population by Generation
33%
Generation Z (Hispanic)
25%
Generation Y (Hispanic millennials)
20%
Generation X (Hispanic)
17%
Baby Boomers (Hispanic)
4%
Silent Generation (Hispanic)
(Hispanic)Greatest Generation
0%
0%
5%
10%
15%
2013
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
20%
25%
30%
35%
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21% of all Millennials are Hispanic…
and will reach 23% by the year 2020
Source: Geoscape, American Marketspace, 2013
10
In key DMAs, Hispanic Millennials
already represent the majority
% HISPANIC MILLENNIAL/TOTAL DMA MILLENNIAL
POPULATION
% Hispani Millenia 2013l
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
93%
58%
50%
50%
41%
28%
25%
32%
31%
Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population
33%
58%
32%
35%
18%
14%
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Non-traditional markets will witness the fastest growth
in the next 5 years
DMA/Hispanic millennial % change (2013-2018)
Raleigh-Durham (Fayetteville)
34%
Charlotte
34%
Greensboro-High Point-Winston Salem
30%
Wilmington
30%
Nashville
29%
Charleston, SC
27%
Myrtle Beach-Florence
26%
Greenville-Spartanburg-Asheville-Anderson
26%
Indianapolis
26%
Salisbury
26%
Minot-Bismarck-Dickinson (Williston)
25%
Bend, OR
25%
Atlanta
24%
Lexington
24%
Memphis
24%
0%
5%
10%
15%
% CHANGE
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
20%
25%
30%
35%
40%
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Inevitably, they will become imperative to
future household growth …
2013-2018
% GROWTH
Hispanic Households
15.66%
Asian Households
16.79%
White Households
3.01%
Black Households
6.14%
0.00%
Source: Geoscape, American Marketscape DataStream™ 2013 Series, Household growth by ethnicity.2013-2018
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
13
Yet 44% of Hispanic Millennials are foreign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
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Why another Hispanic millennial research study?
To dig deeper into segmentation, points of
tension, and difference between U.S.-born vs.
foreign born.
The Hispanic Millennial Project
Overview
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The Hispanic Millennial Project is a joint
research study developed by cross-cultural
advertising agency Sensis and leading market
research firm ThinkNow Research.
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Introducing the Hispanic Millennial
Project
 Innovative research initiative
on U.S. Hispanic millennials
 Designed to compare Hispanic
millennials to non-Hispanic
millennials as well as their
older Hispanic (35+)
counterparts
www.HispanicMillennialProject.co
m
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Research Methodology
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Research Methodology
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•
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:
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
*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.
Acronyms
• “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
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Comparing Hispanic Millennials
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Hispanic Millennials
vs. Hispanic 35+
Hispanic Millennials vs. Hispanic 35+
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Hispanic Millennials vs. Hispanic 35+
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25
Hispanic Millennials
vs. Non-Hispanic Millennials
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Hispanic Millennials vs. Non-Hispanic Millennials
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Hispanic Millennials vs. Non-Hispanic Millennials
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Hispanic Millennials vs. Non-Hispanic Millennials
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U.S. born Hispanic Millennials
vs. Foreign-born Hispanic Millennials
U.S. Born vs. Foreign-born Hispanic Millennials
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U.S. Born vs. Foreign-born Hispanic Millennials
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Emerging Themes & Insights
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Hispanic Millennials
(particularly foreignborn) are much more
optimistic
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?
RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree
69%
63%
60%
57%
41%
39%
Hispanic
Millennials
----------
NonHispanic
Millennials
----------
Hispanic
Millennials
US Born
----------
Hispanic
Millennials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
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35
Hispanic Millennials
continue to believe & be
driven by the American
Dream
36
Hispanic Millennials believe much more in the “American
dream” vs. Non Hispanics
The “American Dream” is something I believe in
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
73%
71%
65%
70%
68%
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
55%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
37
For Hispanic Millennials, the American Dream is something they
continually aspire to accomplish vs. Non-Hispanics
The “American Dream” is something I strive for
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
67%
66%
69%
64%
60%
54%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
38
Hispanic Millennials
have different
perceptions of success
39
Hispanic Millennials place significantly more importance on
having children vs. Non Hispanic Millennials
Having children is very important to me
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
74%
71%
70%
70%
69%
64%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
40
Hispanic Millennials place less importance on Marriage
than their older Hispanic counterparts
Marriage is very important to me
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
73%
71%
70%
68%
67%
64%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
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Heightened importance
of higher education
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A Future Goal
Graduating from a 4-year college is a goal for
46% of Hispanics Millennials compared to only
31% of non-Hispanic millennials
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Indicator of Success
Graduating from a 4-year college is a strong
indicator of success 50% of foreign-born
Hispanic millennials
44
Foreign Born Millennials
- the forgotten segment
45
Foreign-born Hispanic Millennials the most interested in
fitting in with the mainstream
I want to fit in with the mainstream
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
56%
49%
55%
46%
40%
30%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
46
Religion plays a significant role in the life of FHMs
Religion plays a big role in my life
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
62%
57%
49%
41%
Hispanic
Millenials
----------
NonHispanic
Millenials
----------
53%
44%
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
47
Foreign-born Hispanic Millennials are still heavy
Spanish language media consumers
What language do you normally consume media? (TV, radio, internet, & magazines)
50%
43%
45%
40%
40%
40%
39%
35%
32%
31%
30%
Spanish only
25%
Spanish mostly
19%
20%
Spanish and English equally
16%
English mostly
15%
10%
English only
12%
9%
9%
9%
7%
3%
5%
3%
0%
Hispanic
Millennials
----------
Hispanic
Millennials
US Born
----------
Hispanic
Millennials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
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Re-evaluating the
decision maker in the
Hispanic household
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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?
30%
I don't contribute financially
14%
33%
I contribute minimally
43%
I pay less than half of the household expenses
(including rent/mortgage)
27%
14%
I pay for about half of the household costs
(including rent/mortgage)
I pay for all or the majority of the household
costs (including rent/mortgage)
Hispanic
Millennials
----------
9%
22%
0
8%
0%
5%
10%
15%
NonHispanic
Millennials
----------
20%
25%
30%
35%
40%
45%
50
Hispanic Millennials:
entrepreneurial at heart
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Strong Indicator of Success
Owning your own business is a strong indicator
of success for 47% of Hispanic millennials
compared to 23% of non-Hispanic millennials
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A Future Goal
For 57% of foreign-born Hispanic millennials,
owning a business is a future goal, compared to
45% of U.S. born Hispanic millennials
What’s Next
Next Phases of our Research
Multiple Waves
• Healthcare - Behaviors, Motivations, and Attitudes
• Segmentation
• Banking / Financial Service Behavior
• Points of Tension
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Sign-up for the full reports
@
www.HispanicMillennialProject.com
… and follow-us on Twitter
@HispMillennial
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Contact
Jose Villa
(213) 861-7434
jrvilla@sensisagency.com
Mario X. Carrasco
(818) 843-0220
mario@thinknowresearch.com