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.
3. 3
Jose 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
5. 5
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
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.
6. 6
BACKGROUND
• 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
8. 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
9. 9
21% of all Millennials are Hispanic…
and will reach 23% by the year 2020
Source: Geoscape, American Marketspace, 2013
10. 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
11. 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
12. 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
13. 13
Yet 44% of Hispanic Millennials are foreign-born
Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series
14. 14
To dig deeper into segmentation, points of
tension, and difference between U.S.-born vs.
foreign born.
WhyanotherHispanicmillennialresearchstudy?
16. 16
The Hispanic Millennial Project is a joint
research study developed by cross-cultural
advertising agency Sensis and leading market
research firm ThinkNow Research.
17. 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
19. 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
36. 36Hispanic Millennials believe much more in the “American
dream” vs. Non Hispanics
The “American Dream” is something I believe in
71%
55%
73%
65%
70% 68%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
37. 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%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
39. 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%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
40. 40Hispanic Millennials place less importance on Marriage
than their older Hispanic counterparts
Marriage is very important to me
68%
64%
67%
70%
73%
71%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
45. 45Foreign-born Hispanic Millennials the most interested in
fitting in with the mainstream
I want to fit in with the mainstream
49%
30%
46%
56%
40%
55%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
46. 46Religion plays a significant role in the life of FHMs
Religion plays a big role in my life
49%
41%
44%
62%
57%
53%
Hispanic
Millenials
----------
Non-
Hispanic
Millenials
----------
Hispanic
Millenials
US Born
----------
Hispanic
Millenials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat
47. 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%
Hispanic
Millennials
----------
Hispanic
Millennials
US Born
----------
Hispanic
Millennials
Foreign
Born
----------
Hispanic
35-64 US
Born
----------
Hispanic
35-64
Foreign
Born
----------
Spanish only
Spanish mostly
Spanish and English equally
English mostly
English only
49. 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 household
costs (including rent/mortgage)
I pay for about half of the household costs
(including rent/mortgage)
I pay less than half of the household expenses
(including rent/mortgage)
I contribute minimally
I don't contribute financially
Non-
Hispanic
Millennials
----------
Hispanic
Millennials
----------
51. 51
Owning your own business is a strong indicator
of success for 47% of Hispanic millennials
compared to 23% of non-Hispanic millennials
StrongIndicatorofSuccess
52. 52
For 57% of foreign-born Hispanic millennials,
owning a business is a future goal, compared to
45% of U.S. born Hispanic millennials
AFutureGoal