Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology PreviewSensis
This document summarizes research from multiple waves of a study on Hispanic Millennials conducted between 2015-2019. Key findings include:
- Hispanic Millennials are a large and growing demographic segment, making up 27% of the total Hispanic population in the US.
- Research covered topics like healthcare, finances, food/beverage consumption, technology/media usage, and cultural influences.
- Across areas, Hispanic Millennials showed similarities to other Millennials but also differences reflecting their Hispanic heritage.
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
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
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.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
Sensis and ThinkNow presentation from the 2014 Multicultural Health National Conference in Atlanta, GA.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase 2 of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the ACA.
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.
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 Wave 5: Media, Entertainment & Technology PreviewSensis
This document summarizes research from multiple waves of a study on Hispanic Millennials conducted between 2015-2019. Key findings include:
- Hispanic Millennials are a large and growing demographic segment, making up 27% of the total Hispanic population in the US.
- Research covered topics like healthcare, finances, food/beverage consumption, technology/media usage, and cultural influences.
- Across areas, Hispanic Millennials showed similarities to other Millennials but also differences reflecting their Hispanic heritage.
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
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
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.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
Sensis and ThinkNow presentation from the 2014 Multicultural Health National Conference in Atlanta, GA.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase 2 of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the ACA.
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.
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.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
This document summarizes key findings from a study on cultural orientation and purchasing behaviors among Hispanic and non-Hispanic consumers in the United States across generational groups. Some of the main findings include:
- Hispanic Baby Boomers are more likely than younger Hispanic generations to have life insurance policies and to have traveled outside the US.
- Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to purchase a new smartphone in the next year.
- The study found that Hispanic consumers in general are more open to foreign travel and switching wireless providers compared to non-Hispanics.
- Generation X Hispanics showed the strongest orientation toward Hispanic culture compared to other generational groups.
This document provides information about the affluent African American market that the Uptown Media Group aims to reach through its publications and integrated media offerings. It discusses:
- Uptown's bi-monthly magazine that celebrates luxury lifestyles of influential Black professionals across the US.
- The affluent and educated African American audience it targets, who have an average household income of $132,000 and over 85% have graduated college.
- Why companies should advertise with Uptown to access this growing, underserved market segment that spends over $1 trillion annually and influences trends.
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This document summarizes a presentation on Hispanic cultural insights. It introduces the speaker and her agency, Mercury Mambo, which specializes in strategic Hispanic marketing. It then covers topics like the changing demographics of the US, Hispanic acculturation levels, cultural values around family, gender roles and education, the economic and pop culture influence of Hispanics, shopping behaviors like number of trips and preferred stores, product preferences that change with acculturation, in-store marketing opportunities, and a case study on a 7UP marketing campaign targeting Hispanics.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
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...
We surveyed a representative sample of American adults to understand how Hispanics, Asian Americans, and African Americans prefer to identify among peers and in marketing and media.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
This document summarizes the results of an omnibus survey of 500 Hispanic and 300 non-Hispanic adults aged 18-64 conducted in September-October 2013 about their holiday shopping behaviors. Key findings include that Hispanic respondents are more likely than non-Hispanics to make multiple shopping trips, communicate deals via texting and social media, and travel over two hours for the holidays. Online shopping intent is similar between the groups.
The document provides statistics and information about Hispanics/Latinos and African Americans in the US. Some of the key points include:
- By 2050, multicultural communities will represent 54% of the US population. 40% of Millennials and 61% of Millennials are minorities/bilingual.
- Hispanics account for 17% of the US population and over half of Hispanic children are born in the US. Over half of online Hispanics are ages 18-29.
- African Americans account for 12.6% of the US population and over 30% of African Americans will be online in the next four years.
- The purchasing power of Hispanics is estimated at
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
Bridge Marketing to Hispanic Segments in Omaha, NE | University of Sioux Fall...Miranda Cain
This study focuses on marketing to Hispanic segments in the Omaha, Nebraska region in
promotion of life insurance. Easier said than done, this particular investigation takes into account
that media is a vast and ever expanding landscape which demands flexibility from consumers
and professionals alike. As well as, the innate desire of continual learning from those wishing to
be successful in this industry. As the world of advertising strives to keep up with the ever
changing technology outlook and the limitless desires of consumer markets, it’s important to
remember that when in the business of advertising, one is more deeply rooted in the business of
people.
The document discusses the growing influence of Latina voters in the United States. It notes that Latinas represent a significant portion of the population and consumer spending. They are increasingly politically engaged, with high voter turnout rates. The document also profiles Latina demographics like mothers, entrepreneurs, and millennials. It argues that campaigns seeking the Latina vote must recognize their diversity and stand for issues they care about like education, social issues, and helping their communities.
Hispanic Millennial Attitudes Towards Health & Wellbeing ThinkNow
Five Key Themes:
Hispanic Millennials…
1.Have sophisticated health attitudes
2.Are engaged in healthy lifestyles
3.Embrace technology. Is that pro or anti-health?
4.Send conflicting messages regarding diet
5.Are widely insured but not apt to visit doctors
This document discusses US Hispanic trends and behaviors across various topics:
- Hispanic audiences are highly connected digitally, with high rates of internet, mobile, and social media usage. Younger Hispanics in particular are early adopters of new technologies.
- Hispanic shopping behaviors are influenced by their use of digital media - they are more likely to shop online and use mobile devices to find deals. Social media also influences their purchases.
- Hispanic media consumption varies by generation, but overall they spend significant time with various digital and online media platforms and content, especially on mobile devices.
This document discusses strategies for marketing to Hispanic youth in the US. It notes that Hispanic youth represent 20% of the US teen population and have $25 billion in annual purchasing power. Many are US-born and connected digitally. Effective strategies include using social media, targeting multiple platforms like TV and online, and testing emerging media. Case studies show leveraging their interests in social networking, music and their preferred devices. A new approach is needed that considers their language preferences, digital habits and unique insights.
There are 50.5 million Latinos in the US today and that number is rapidly growing. Latino social media and mobile usage surpass the usage of Caucasians, African-American, and Asians. They are technologically and social media savvy, and most importantly, they are big spenders in this category. This presentation discusses the growth of Latinos as a population in the US and the trends in their adoption of social media and mobile technologies.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
This document summarizes key findings from a study on cultural orientation and purchasing behaviors among Hispanic and non-Hispanic consumers in the United States across generational groups. Some of the main findings include:
- Hispanic Baby Boomers are more likely than younger Hispanic generations to have life insurance policies and to have traveled outside the US.
- Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to purchase a new smartphone in the next year.
- The study found that Hispanic consumers in general are more open to foreign travel and switching wireless providers compared to non-Hispanics.
- Generation X Hispanics showed the strongest orientation toward Hispanic culture compared to other generational groups.
This document provides information about the affluent African American market that the Uptown Media Group aims to reach through its publications and integrated media offerings. It discusses:
- Uptown's bi-monthly magazine that celebrates luxury lifestyles of influential Black professionals across the US.
- The affluent and educated African American audience it targets, who have an average household income of $132,000 and over 85% have graduated college.
- Why companies should advertise with Uptown to access this growing, underserved market segment that spends over $1 trillion annually and influences trends.
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This document summarizes a presentation on Hispanic cultural insights. It introduces the speaker and her agency, Mercury Mambo, which specializes in strategic Hispanic marketing. It then covers topics like the changing demographics of the US, Hispanic acculturation levels, cultural values around family, gender roles and education, the economic and pop culture influence of Hispanics, shopping behaviors like number of trips and preferred stores, product preferences that change with acculturation, in-store marketing opportunities, and a case study on a 7UP marketing campaign targeting Hispanics.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
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...
We surveyed a representative sample of American adults to understand how Hispanics, Asian Americans, and African Americans prefer to identify among peers and in marketing and media.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
This document summarizes the results of an omnibus survey of 500 Hispanic and 300 non-Hispanic adults aged 18-64 conducted in September-October 2013 about their holiday shopping behaviors. Key findings include that Hispanic respondents are more likely than non-Hispanics to make multiple shopping trips, communicate deals via texting and social media, and travel over two hours for the holidays. Online shopping intent is similar between the groups.
The document provides statistics and information about Hispanics/Latinos and African Americans in the US. Some of the key points include:
- By 2050, multicultural communities will represent 54% of the US population. 40% of Millennials and 61% of Millennials are minorities/bilingual.
- Hispanics account for 17% of the US population and over half of Hispanic children are born in the US. Over half of online Hispanics are ages 18-29.
- African Americans account for 12.6% of the US population and over 30% of African Americans will be online in the next four years.
- The purchasing power of Hispanics is estimated at
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
Bridge Marketing to Hispanic Segments in Omaha, NE | University of Sioux Fall...Miranda Cain
This study focuses on marketing to Hispanic segments in the Omaha, Nebraska region in
promotion of life insurance. Easier said than done, this particular investigation takes into account
that media is a vast and ever expanding landscape which demands flexibility from consumers
and professionals alike. As well as, the innate desire of continual learning from those wishing to
be successful in this industry. As the world of advertising strives to keep up with the ever
changing technology outlook and the limitless desires of consumer markets, it’s important to
remember that when in the business of advertising, one is more deeply rooted in the business of
people.
The document discusses the growing influence of Latina voters in the United States. It notes that Latinas represent a significant portion of the population and consumer spending. They are increasingly politically engaged, with high voter turnout rates. The document also profiles Latina demographics like mothers, entrepreneurs, and millennials. It argues that campaigns seeking the Latina vote must recognize their diversity and stand for issues they care about like education, social issues, and helping their communities.
Hispanic Millennial Attitudes Towards Health & Wellbeing ThinkNow
Five Key Themes:
Hispanic Millennials…
1.Have sophisticated health attitudes
2.Are engaged in healthy lifestyles
3.Embrace technology. Is that pro or anti-health?
4.Send conflicting messages regarding diet
5.Are widely insured but not apt to visit doctors
This document discusses US Hispanic trends and behaviors across various topics:
- Hispanic audiences are highly connected digitally, with high rates of internet, mobile, and social media usage. Younger Hispanics in particular are early adopters of new technologies.
- Hispanic shopping behaviors are influenced by their use of digital media - they are more likely to shop online and use mobile devices to find deals. Social media also influences their purchases.
- Hispanic media consumption varies by generation, but overall they spend significant time with various digital and online media platforms and content, especially on mobile devices.
This document discusses strategies for marketing to Hispanic youth in the US. It notes that Hispanic youth represent 20% of the US teen population and have $25 billion in annual purchasing power. Many are US-born and connected digitally. Effective strategies include using social media, targeting multiple platforms like TV and online, and testing emerging media. Case studies show leveraging their interests in social networking, music and their preferred devices. A new approach is needed that considers their language preferences, digital habits and unique insights.
There are 50.5 million Latinos in the US today and that number is rapidly growing. Latino social media and mobile usage surpass the usage of Caucasians, African-American, and Asians. They are technologically and social media savvy, and most importantly, they are big spenders in this category. This presentation discusses the growth of Latinos as a population in the US and the trends in their adoption of social media and mobile technologies.
This document discusses communicating effectively with Hispanic voters. It notes that the Hispanic electorate is growing rapidly and will make up over 40 million eligible voters by 2030. Many Hispanic voters are persuadable and open to voting across party lines. Television, especially Spanish-language TV, is the top source for political information for Hispanic voters. The document advocates communicating through Spanish-language media to reach unduplicated Hispanic audiences and build trust. It provides data on Univision's audience and targeting capabilities across platforms to help political campaigns effectively reach Hispanic voters.
This document provides information about different generations including Baby Boomers and Generation X. For Baby Boomers, it notes that they are aged 52-70, have $3 trillion in purchasing power, and control 70% of disposable income. They are brand loyal but open to new products. Generation X is described as pragmatic, self-reliant, and savvy due to growing up with emerging technology. They have $125 billion in purchasing power and research products online. Both generations spend significant time with television and online for media consumption. The document outlines strategies for marketing effectively to each group.
This document discusses strategies for engaging Latinos online. It provides statistics showing that two-thirds of Latinos in the US access the internet, with about 12% being "power users" spending over 24 hours per week online. The top online activities for Latinos are email, news, banking, music downloads, and travel information. Social media engagement is also discussed, with about half of online Latinos having social networking profiles. The document then discusses frameworks and best practices for authentic Latino engagement online and in communities through volunteering, advocacy, and leadership.
ThinkNow Social is a nationwide survey that looks at Americans' social media attitudes. Insights include:
# Addiction to Social Media
# Importance of Social Media Influncers
# Social Media Presence of Brands
And More...
This document provides an overview of engaging Hispanics online. It begins with statistics on the large and growing U.S. Hispanic population and market. It then discusses the significant Hispanic digital opportunity, noting that over half of Hispanics now use the internet, with rapid online growth. The document introduces an engagement model to measure customer involvement, interaction, intimacy and influence over time. It explains why engagement makes sense for Hispanics, who have larger social networks and are more active on social media due to their communal values. The document advocates providing participatory and emotionally engaging online content to better connect with Hispanic consumers.
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.
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
Untapped US Hispanic Market - Use Digital Marketing to reach these Super Cons...Sergio Restrepo
The presentation discussed strategies for marketing to US Hispanics online. It began by defining who US Hispanics are, noting their countries of origin and population growth. The presentation then reviewed data showing that US Hispanics, especially younger generations, are highly engaged online and on mobile. However, their language preferences vary depending on factors like acculturation level and life stage. The presentation emphasized that an effective online strategy for reaching US Hispanics requires a balanced approach across both English and Spanish.
How Millennials Use Technology to Get News: Differences by Race and EthnicityJonathan Blum
Millennials across racial and ethnic groups use technology and get news in mostly similar ways, but there are some differences. Hispanic and African American Millennials are more likely to use YouTube and Instagram for news than other Millennials. African Americans tend to follow lifestyle topics more, while Hispanics follow science/tech, environment, and foreign affairs more. Hispanic Millennials engage in fewer online activities like games and hobbies compared to white Millennials. White Millennials are more likely than others to say they use news to decide their views on issues. Overall access and motivations for news are similar, but some nuances exist in news sources and topics across racial/ethnic Millennial groups.
The document discusses using social media to promote influenza self-care among Latinos. It notes that Latinos are a young, growing demographic that heavily uses social media and mobile devices. The document recommends developing culturally sensitive health messages and engaging Latino social media influencers and communities to increase dialogue about prevention. It stresses assessing an organization's readiness and policies for digital campaigns.
The document provides an overview of public opinion and political participation in the US. It discusses how Americans learn about politics through socialization agents like family, education, and media. It also examines how public opinion is measured through polls and surveys, and outlines Americans' varied political ideologies and levels of participation in the political process through activities like voting, protesting, and contacting elected officials.
Hispanics are more active online sharers than non-Hispanics, sharing nearly 5 times as often on average. They are also more influential, as shares by Hispanics are 35% more likely to be clicked on. Hispanics are more likely to share content about family, food, and culture. Younger Hispanic generations, known as Millennials, exhibit sharing behaviors more similar to other demographics, being more inclined to share on mobile and use platforms like Twitter and Pinterest. The study found a stronger correlation between online sharing and offline purchasing among Hispanics compared to non-Hispanics.
Hispanics are more active online sharers than non-Hispanics. They share content twice as often on average and their shares are 35% more likely to be clicked. Hispanics are more likely to share content about family, food, and culture. Younger Hispanic generations share behaviors are converging with their peers, with Millennials more likely to share on mobile. Sharing behaviors among Hispanics strongly correlate with purchase behaviors, with sharers of certain categories 50% more likely to purchase those products.
Why marketing to Hispanics with Social Media works: Social Media Spanish pres...Nativa
Presentation showing best practices for marketing to Hispanics with social media as well as several case studies from brands including the NBA, Being Latino and Degree Men. Presented to the AMA on April 6, 2011.
ThinkNow Research - Hispanic Millennials and Financial ServicesThinkNow
This is our 3rd wave of the Hispanic Millennial project, which helps you understand how they feel about banks, wealth, investments, and other products and services in the financial industry.
Similar to Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology (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 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
This document provides a summary of key findings from a survey of Black consumers in the United States. Some of the main findings include:
- There is no universally preferred label for Black identity, though "Black American" emerged as one of the top three preferred names.
- Black Americans are more likely than non-Blacks to believe that their race/heritage defines who they are.
- While family and faith are top values for all Americans, Black Americans more highly rank personal growth as a driving value.
- Around 57% of Black Americans believe in the American Dream, though rates vary by age, geography, and nativity.
- Black Americans define success more in terms of maintaining personal and financial health rather
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:
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# Get a refresher on the different types of data
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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.
The document discusses the results of a study on the impact of climate change on coffee production. Researchers found that suitable land for coffee production could decline by up to 50% by 2050 due to rising temperatures and changing rain patterns associated with climate change. Arabica coffee was found to be most at risk, as its growing regions would shrink significantly according to the study's climate models. The study concludes that climate change poses a serious threat to the coffee industry worldwide if action is not taken to reduce emissions and help farmers adapt.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
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Digital Marketing Company in India - DIGI BrooksDIGI Brooks
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This document, created by Vemio Advertising, the leading digital marketing agency in Delhi NCR, provides a concise and actionable guide to developing an effective Google Ad strategy. It covers essential aspects such as setting clear objectives, conducting thorough keyword research, creating compelling ad copy, targeting the right audience, and optimizing ad spend. Additionally, it emphasizes the importance of ad quality, relevance, and continuous performance analysis. By following these best practices, businesses can enhance their Google Ad campaigns, drive targeted traffic, and achieve a higher return on investment. For more details please visit on https://vemioadvt.in/services/digitalmarketing/
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2. Agenda
• Wave 5 Research Unveiling
– Introduction
– Why Hispanic Millennials?
– What we discovered
– Ten Key Themes
– Points of Tension
– Implications for Marketers
– Consistent Themes Across All 5 Waves
– What’s Next
#HMP5
4. The Hispanic Millennial Project is a joint research
study developed by integrated cross-cultural
advertising agency Sensis and market research firm
ThinkNow Research.
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
ThinkNow Research
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.
6. BACKGROUND
• Advertising & digital
agency
• 67 employees
• 17 years in business
• Independent, minority-
owned
and certified (SCMBDC,
SBA)
• Offices in L.A., D.C.,
Austin,
Little Rock, and Atlanta
SOLUTIONS
• Advertising
• Digital Experiences
• Earned Media
• Branding
• Market Research
• Challenges & Competitions
• Marketing Oversight
Integrated cross-cultural advertising
agency
7. OYE!
is a natural language processing solution that can analyze conversation in English, Spanglish and
Spanish to derive meaning from unstructured social conversation among Hispanics.
OYE!
is designed not only to identify Hispanics, but to also derive insights marketers can use in planning
campaign strategy, messaging and targeting.
8. 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
Digs deeper into points of tension,
segmentation, and difference between
U.S.-born vs. foreign-born.
www.HispanicMillennialProject.com
What the study covers
9. Topics we have explored
• Introduction, Higher Education, & American Dream
– The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful
differences between this group and other cohorts.
• Healthcare & Wellness
– The 2nd wave focused on healthcare and explored attitudes and behaviors associated with health, diet, and
exercise, as well as health-related technology, insurance, and the Affordable Care Act.
• Financial Services & Wealth
– The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial
well-being, and banking.
• Food, Beverage, & Alcohol
– The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and
alcohol consumption.
10. This 5th wave explores the impact
of culture on the Millennial
consumption of media, technology,
and entertainment.
11. Wave 5 research also surveyed
African-American and Asian Millennials
Cross cultural analysis
12. But Younger Americans are more likely to be Multicultural half of which
are Hispanic
8%
12%
19%
21%
24%
25%
26%
9%
12%
13%
14%
14%
14%
14%
4%
5%
7%
5%
5%
6%
6%
2%
2%
2%
2%
3%
4%
5%
78%
70%
60%
57%
54%
52%
50%
65 YEARS AND
OVER
50 TO 64 YEARS
35 TO 49 YEARS
18 TO 34 YEARS
14 TO 17 YEARS
5 TO 13 YEARS
UNDER 5 YEARS
US RACE/ETHNICITY* BY AGE 2015
Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic.
38% of US Population is Multicultural
Mixed Race & Other
13. Hispanic Millennials are especially
influentialHispanic Millennials make up the second largest Hispanic cohort living
in the U.S.
5%
14%
19%
27%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
% of Total Hispanic Population
The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series
15. Why Hispanic Millennials?
In key DMAs, Hispanic Millennials already represent the majority
27%
35%
62%
95%
44%
52% 53%
29%
15%
35% 35%
61%
37%
32%
19%
Geoscape, American Marketscape DataStream, 2014 series
% Hispanic Millennial/Total DMA Millennial Population
16. Non-traditional markets are witnessing the fastest
growth
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
17. Hispanic Millennials are responsible for over a
third of all U.S. Hispanic Spending
Annual Spending Power
Hispanics 35+
Hispanic
Millennials
$920 Billion
$580 Billion
Total Hispanic
Annual
Spending Power
$1.5 Trillion
Source: Selig Center for Economic Growth 2015 Estimate.
18. and 40% are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series
19. Methodology
• ThinkNow Research conducted a nationwide online survey during June, 2015.
• A total of n=1,512 interviews were completed. Qualified respondents were segmented
into one of the following five segments.
• Respondents in each group were weighted to match US Census for gender, age and
US region.
Hispanic Millennials Hispanics 35+ Non-Hispanic White
Millennials
Asian Millennials African-American
Millennials
Origin Self-identify as
Hispanic origin
Self-identify as
Hispanic origin
Self-identify as
White Non-Hispanic
origin*
Self-identify as
Asian
Self-identify as
African-American
Age 18 to 34 years of
age
35 to 64 years of
age
18 to 34 years of
age
18 to 34 years of
age
18 to 34 years of
age
Base Size N=306 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=301 N=300 N=300
The Hispanic Millennial Project
research combined the following
research elements:
• Literature – An analysis of
third party research on
Hispanic Millennials
• Secondary Research – An
analysis of syndicated
research data (U.S. Census
Bureau, Experian Simmons,
Geoscape, etc.) on Hispanic
Millennials
• Primary Research/Quantitative
Research – Online survey
data gathered by ThinkNow
Research
Research Abstract:
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)
22. Active social media users who comment and
post, typically from their Android devices
Facebook and YouTube are their sites of
choice, but are using Instagram more and more
and use Google+
Still consuming Spanish media across devices
and platforms
Casual gamers who are still using consoles
Music is a passion point but are more likely
to listen on YouTube than music streaming
services
Positive attitudes towards mobile advertising
Still using laptops, in addition to tablets
and other devices
Hispanic Millennials
23. Most likely to subscribe to Netflix and be
binge TV viewers
Heaviest gamers who like fantasy and first
person shooter games
Most likely to use Facebook & Pinterest
Constantly connected to social media
Using tablets in addition to laptops, but
dumping desktops
Are TV binge watchers
Still watching some network TV and a few
cable channels
Are gradually watching Netflix more than
network/cable TV
Non-Hispanic White Millennials
24. Highest earners, not as stressed about
finances
Most pessimistic in believing that their
dreams will come true
Are not heavy gamers who stick to casual
formats on their mobile devices
Only group to be more likely to own an Apple
vs. Android phone
Are still heavily influenced by advertising
Own and use all devices (laptops, tablets, and
even desktop computers)
Are starting to completely abandon network /
cable TV in favor of streaming services
Are social media observers and lurkers
Asian Millennials
25. The most active social media users who comment
and post regularly across Facebook, Instagram
and Twitter
Those that game are hardcore
Lower income than other Millennials &
concerned about financial future
Being wealthy is a goal but stability and
positive family & love relationships is part
of that goal
The most active social media users who comment
and post regularly across Facebook, Instagram
and Twitter
Laptops and phones are devices that get the
most use
Outside of Netflix, still watching some cable
networks like BET
Are heavy TV show bingers
African American Millennials
28. Hispanic Millennials believe that dreams can be achieved
through hard work
77%
73%
69% 67%
60%
65%
70% 69%
I believe that everyone can achieve their dreams if they try hard
enough.
Hard work always pays off.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
Top 2 Box Agreement
29. … and are the most likely to believe that everyone has
the freedom to pursue their dreams
82% 79% 77%
73%
Everyone should have the freedom to pursue their dreams.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
Top 2 Box Agreement
31. Many Hispanic Millennials report that they would like a
la carte choices
42%
36%
18%
29%
Yes
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50
per month or less?
32. Desire for customization most pronounced among Foreign-
Born Hispanic Millennials
36%
56%
Yes
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
Would you consider subscribing to cable or satellite if you could get only the channels you want and pay $50 per
month or less?
34. Not surprisingly, all Millennials use social media on a daily
basis
Hispanic Millennials spend the most amount of time on
social media
68% 68%
63% 63%
1+ Hours
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
On a typical day, approximately how much time would you say you spend on social media each day?
Hispanic Millennials Non-Hispanic White
Millennials
Asian Millennials African-American
Millennials
2.74 2.58 2.25 2.62
Mean
35. Yet, social media are more apt to influence Hispanic
Millennials entertainment consumption
Particularly for movies and TV
17%
13%
16%
13%
From movie companies that I follow on social media (Facebook, Twitter,
Instagram, etc.)
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
Which of the following sources would you say
influence the movies you go watch at a theater?
24%
16%
18% 18%
From networks that I follow on social media (Facebook, Twitter, Instagram,
etc.)
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
Which of the following sources would you say
influence the programs you watch?
37. Hispanic Millennials are more likely to look at mobile
text ads
46%
37% 38%
41%
Looked at a text ad you received.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done the past 7 days on your mobile phone?
STUDY NAME : Winter 2015 NHCS Adult Study 12-month
38. … and are more likely to be influenced by mobile advertising
Particularly compared to Non-Hispanic White and Asian Millennials
24%
17%
21%
25%
I am likely to purchase products I see advertised on my cell phone.
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
STUDY NAME : Winter 2015 NHCS Adult Study 12-month
40. Non-Hispanic White Millennials plan to purchase wearable
technology in the near future
African-American Millennials show most interest in purchasing a smart
watch.
32%
28%
25%
30%
41%
32% 32%
35%36%
32%
22%
35%
33%
28%
22%
38%
Health Tracker Smart Glasses Smart Clothing Smart Watch
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
How likely are you to purchase any of the following products in the near future?
41. Non-Hispanic White Millennials are leading adopters of
new technology like SmartTVs
Followed closely by Hispanic Millennials
60% 62%
59% 58%
SmartTV
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please indicate if you own or have access to a SmartTV
43. Non-Hispanic White Millennials movie drive attendance
Hispanic Millennials aren’t far behind
30%
33%
21% 22%
5+ times
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
How many times have you watched a movie in a theater in the past 6 months?
44. Non-Hispanic White Millennials are going to movies almost
monthly
..with Hispanic Millennials are tracking closely
behind
Hispanic
Millennials
Non-Hispanic
White
Millennials
Asian
Millennials
African-
American
Millennials
4 5 3 3
Mean
How many times have you watched a movie in a theater in the past 6 months?
46. Non-Hispanic White Millennials lead in playing mobile
games
But multicultural millennials are not far behind
58%
62%
59%
56%
Played a video game on a mobile device such as a cellphone or tablet
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Have you played a video game on a mobile device such as a cellphone or tablet in the past 12 months?
47. And over half play on a daily basis
45%
56%
49%
46%
Daily
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
How often do you play a video game on a mobile device such as a cell phone or tablet
48. Also, more likely to indicate that mobile gaming is their
favorite way to play
26%
27%
23% 23%
On a mobile device such as a cellphone or tablet
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
What is your favorite way to play video games?
49. Theme 8:
“Promise of a digital world” transports Hispanic Millennials to
a future state
50. Hispanic Millennials feel the spread of technology is
leading to an advanced world
14%
10%
14%
7%
12%
8%
9% 9%
A digital/technologically advanced world Proliferation/spread of digital technology
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
What does the phrase “the promise of a digital world” mean to you?
52. Hispanic Millennials are still watching live TV
programming
66% 63%
56% 54%
Live/when the show airs on network TV
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
What are all the ways that you watch TV programming?
40%
30% 32%
37%
Live/when the show airs on network TV
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
How do you watch TV programming most often?
53. However, exclusive online programming is driving them
to adopt streaming services
46%
34% 34%
27%
Certain shows I like are only available online
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
What are the reasons why you see yourself watching mostly or only online/streaming
programming versus cable/satellite?
54. As a result, streaming services like Netflix prevail
But not at the expense of live TV
66% 63%
18% 16%
9% 7% 7%
2%
63%
69%
27% 26%
13% 11% 11%
6%
56% 55%
24% 24%
15%
10% 8%
3%
54%
62%
23%
17%
5%
10% 7%
2%
Live/when the
show airs on
network TV
Netflix Hulu Amazon Prime Apple TV Google TV Roku Sling TV
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
What are all the ways that you watch TV programming?
OYE! Social Insight:
Netflix was by far the
Hispanic favorite as it
was the most mentioned
online movie platform
with 97% of the
conversation.
57. African-American Millennials log heavy gaming hours
Second only to Non-Hispanic White Millennials
6.54
8.97
5.83
7.23
Mean number of hours per week
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Hours Per Week
(Base: Video Game Players)
During an average week, approximately how many hours do you spend playing video games?
58. Letter indicates significance at 95% CL.
Which of the following best describes you in regards to playing video games?
Type of Video Game Player
Base: Play Video Games
62% of African-American Millennial gamers are “core,”
“hardcore,” or “pro” gamers
48%
32%
18%
3%
34%
38%
22%
7%
48%
36%
13%
3%
38%
33%
23%
6%
‘Casual’ video game player (only play a few
games from time to time)
‘Core’ player (play more than a casual
player, but not as much as a hardcore
player)
‘Hardcore’ player (frequent purchaser of
games, spend a great deal of time playing)
‘Professional’ player (extremely serious
about playing, participate in competitions,)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
59. Key Findings: 10 Key Themes
1. Stories about hard work and freedom still resonate
2. Customization is key when it comes to Pay TV services
3. Social media heavily influences entertainment consumption
4. Hispanic Millennials are more open to mobile advertising
5. New technology, like wearables, is making inroads among Non-Hispanic White
Millennials
6. Non-Hispanic White Millennials appear to drive box office receipts
7. Non-Hispanic White Millennials are embracing mobile gaming
8. “Promise of a digital world” transports Millennials to a future state
9. Hispanic Millennials are still watching live TV, for now…
10. African-American Millennials are heavy gamers
61. One of the most important ways to
establish a deeper understanding of
multicultural Millennials is to
comprehend the points of tension
characterizing their lives.
As marketers, we know points of
tension provide powerful
opportunities to communicate and
connect with consumers.
Points of Tension
62. Point of Tension 1:
Hispanic Millennials want to see themselves in the media without
seeing themselves in the media
63. Strong correlation between heritage and entertainment
choices
69%
58% 60%63%
59% 58%
62% 65% 64%67%
59% 59%
Music you listen to Movies you watch TV programs you watch
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
How much of an influence would you say your culture/heritage is on each of the following?
(A big influence/Somewhat of an influence)
64. Yet, the ethnicity of an actor is not as relevant to Hispanic
Millennials
In sharp contrast to Asian and African-American
Millennials
45%
51%
58%
40%
56%
41%
Net: More interested Makes no difference
Hispanic Millennials Asian Millennials African-American Millennials
If a new TV program has actors of the same ethnic background as you, what impact does this
have on your interest level in seeing the program.
65. Point of Tension 2:
Language is more important than platforms, but that may change…
66. Spanish language programming is helping to sustain
Hispanic Millennial viewership of cable TV
23%
10%
6%
4%
Spanish-language programming
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
What are the reasons why you see yourself watching mostly or only cable/satellite programming versus online/streaming?
67. However, they are increasingly becoming more bilingual
in their viewing preference
6%
14%
35%
21%
23%
Spanish only Spanish mostly Spanish and English
equally
English mostly English only
Hispanic Millennials
In what language do you most often use the following forms of media?
(Television)
68. As a result, the importance of language is becoming
secondary to preference of format
31%
21% 22%
28%
Cable/Satellite and Online/streaming equally
Hispanic Millenials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Thinking about the near future (2-3 years from now), how do you see yourself watching TV programming?
69. Point of Tension 3:
Cultural disconnect between fate and optimism of the Hispanic Millennial immigrant
journey
70. Foreign-Born Hispanic Millennials believe that hard
work will help them reach their dreams
75%
71%
81%
76%
I believe that everyone can achieve their dreams if they try
hard enough
Hard work always pays off
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
Please rate how much you agree or disagree with following statements.
(Top 2 Box Agreement)
71. Yet are less likely to feel that everything will work out
in the end
70%
59%
64%
54%
I believe that I have control over my future Everything works out in the end
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
Please rate how much you agree or disagree with following statements.
(Top 2 Box Agreement)
72. Point of Tension 4:
Clear Dissonance betweenAsian and Western cultural beliefs
73. Asian Millennials reject themes commonly expressed in
American pop culture
82%
77% 77% 76% 73%
68%
64%
57%
79%
69%
78% 80%
67%
71%
66%
57%
77%
60%
71% 74%
65% 64%
60%
48%
73% 70%
75% 75%
69% 69%
64%
55%
Everyone should
have the freedom
to pursue their
dreams
I believe that
everyone can
achieve their
dreams if they try
hard enough
I believe that
everyone should
follow their own
path
Everyone deserves
to be treated
equally
Hard work always
pays off
I believe that I have
control over my
future
I believe in happy
endings
Everything works
out in the end
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Please rate how much you agree or disagree with the following statements.
(Top 2 Box Agreement)
74. Point of Tension 5
Music is a key cultural passion point, but not via streaming radio
services
75. Strong correlation between heritage and music
For all multicultural millennials
69%
63% 62%
67%
Music you listen to
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
How much of an influence would you say your culture/heritage is on each of the following?
(A big influence/Somewhat of an influence)
76. African-American Millennials spend most of their time
streaming music
And Hispanic Millennials are streaming over 3
hours a day!
3.00 3.01
2.63
3.94
How Many hours do you listen to online streaming music per day
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
77. Yet, YouTube is the most popular music platform for
multicultural Millennials
The least customizable music platform is where multicultural millennials
are listening to their music
Gap between YouTube and
Pandora/Spotify use is greatest with
multicultural millennials
– Asian Millennials: 30%
– African American Millennials: 19%
– Hispanic Millennials: 17% point gap
78%
61%
38%
33% 29%
20%
74%
62%
44% 40%
26% 24%
82%
52%
46%
40%
23%
17%
81%
62%
35% 39%
28%
20%
YouTube Pandora iTunes Spotify iHeartRadio Google Play
Hispanic Millennials Non-Hispanic White Millennials
Asian Millennials African-American Millennials
Which of the following services/platforms do you listen to music?
78. Point of Tension 6:
Entertainment plays a dual role for Foreign-Born Hispanic Millennials
79. Entertainment helps Foreign-Born Hispanic Millennials
remain connected to their culture
26%
17% 17%
33%
24% 25%
Music you listen to Movies you watch TV programs you watch
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
How much of an influence would you say your culture/heritage is on each of the following?
(Big Influence)
80. However, they also use entertainment to learn about
American culture
14%
21%
To learn something new
U.S.-Born Hispanic Millennials Foreign-Born Hispanic Millennials
I entertain myself to learn something new
81. Point of Tension 7:
Hispanic Millennials are embracing all things mobile except gaming
82. Hispanic Millennials are more likely to utilize features
on their smart phone
88%
82% 79% 77% 75% 72%
87%
71%
76% 74%
70% 67%
83%
75% 78%
73%
69%
65%
85%
74% 75%
67% 67%
62%
Used a search engine
like Google or Yahoo
Listened to music Watched a video Sent a text to someone
you know
Visited or used a social
networking site
Used an application or
"App"
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done in the past 7 days on your mobile phone?
83. Yet, that mobile penchant is not as strong for gaming
67%
71% 70%
64%
Played a game
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials
Which of the following activities have you done in the past 7 days on your mobile phone?
86. For Content Creators
• African-American & Asian actors are very important to connecting to those Millennial groups
• Emphasize broadcast/cable programming for Hispanic, Non-Hispanic White, and African-
American Millennials
– They are least likely to cut the cord
• Content should reflect unique life experiences of Hispanic Millennials, not just their ethnic
identity
• Breakdown key content into pieces in order to appeal to various audiences
87. African American Millennials are a core segment
of gamers to be targeted for new games, genres,
and platforms
Hispanic Millennials are embracing mobile
technology, just not mobile games
– Potential opportunity to leverage mobile behavior to
drive segment growth
For Gaming Industry
88. For Pay TV Providers
• Streaming services should add/create more Spanish and Asian language
content
– Develop more exclusive Spanish and Asian language program for streaming services
– Hispanic Millennials are most likely to switch to streaming due to shows they can only
get online
• Create custom bundles for Hispanic Millennials
– Particularly slim bundles for Foreign-Born Hispanic Millennials > $50
• Opportunity for new OTT players with packages designed for Foreign-
Born Hispanic Millennials
• When possible, highlight messaging around customization in packages
89. Market tablets as PC replacements to Foreign-
Born Hispanic Millennials -- big opportunity
Biggest opportunity for wearables is Non-
Hispanic White Millennials
Smart watch makers should target African-
American Millennials
– Opportunity for all wearables with African-American
Millennials
For Technology companies
90. For advertisers
• Movies/TV programs should consider more social media tactics to target
Hispanic Millennial/Foreign-Born Hispanic Millennial consumers
• Paid social media for time-sensitive content, products, and services (events,
fairs, movies, etc.)
• Start with influencer outreach and word-of-mouth, instead of traditional
advertising (TV, OOH), for promoting TV programs to multicultural Millennials
• YouTube is a more effective platform to reach millennial music streamers than
Pandora or Spotify
92. Actionable Opportunity
Advertisers
• Capitalize on the use of wearables and mobile gaming among Non-
Hispanic White Millennials by creating experiential opportunities
– Movie theater activation that combines entertainment, technology, and gaming
activities
94. Actionable Opportunity
Advertising Live TV Programming
• Capitalize on the excitement of live TV to connect with Hispanic
Millennials
– Facilitate interactivity with content/brands through apps that sync up to live
television
– Empower Hispanic Millennials to “be in the know” and share
experiences/commentary on social media
96. Consistent Themes Across Waves 1-5
• Hispanic Millennials trust established brands like Apple, Coke, Pepsi, and Wal-
Mart
• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like
wealth, health, happiness, and technology
• Hispanic Millennials embrace technology – for financial services, health,
shopping, and entertainment
• The Hispanic Millennial is a key decision-maker in Hispanic households
• The importance of Spanish-language media among Hispanic Millennials
97. Consistent Points of Conflict Across Waves 1-5
• Hispanic Millennials struggle with wanting to fit in vs. standing out
• Hispanic Millennials struggle to connect with their culture, whether via
entertainment, food, or social media
99. Download the full reports at
www.HispanicMillennialProject.
com
follow-us on Twitter
@HispMillennial
100. The full Wave 5: Media, Technology,
Entertainment report will be
available for download the week of
August 10, 2015
101. Groundbreaking research initiative on
cross-cultural Gen Z segment
– The largest generational cohort alive in the U.S. (25% of total
pop)
– The last generation where Non-Hispanic Whites make up the
majority (at 53%)
Designed to understand Hispanic, African-
American, Asian and general market Gen Z
and their digital behavior
Our next study will kick-off in September
Millennials are so
yesterday!
Gen Z Report
Gen Z defined:
The generation born
between 1995 and 2010
(currently between the
ages of 4 and 20)
104. Hispanic Millennials
Social Media
• 90% are Social Media Users
I rarely comment or post content
online.
39%
I regularly comment or post
content online.
41%
I always comment or post content
online.
15%
Facebook (73%)
– To stay connected with
friends (85%)
– To stay connected with family
(83%)
– To check up on people (75%)
YouTube (71%)
– To be entertained (74%)
– To stay on top of trends (music,
movies, fashion, etc.) (51%)
– To find recipes (45%)
Google+ (45%)
– To get news (57%)
– To find recipes (39%)
– To stay connected with friends
(36%)
Instagram (45%)
– To follow certain people
(70%)
– To be entertained (68%)
– To show off something (64%)
Top Sites Visited on a Daily Basis
105. Hispanic Millennials
Video Games
• Top Video Game Activities in the past 12 months:
– Played a video game on a console video gaming system (e.g.
PlayStation, X-Box, Wii) (61%)
– Played a video game on a mobile device such as a cellphone or
tablet (58%)
– Played a video game on a laptop or desktop computer (46%)
– Used a gaming console to stream other forms of entertainment
such as movies or TV programs (37%)
– Watch others play online games live (31%)
‘Casual’ video game player (only
play a few games time to time.)
48%
‘Core’ player (play more than a
casual player, but not as much as
a hardcore player.)
32%
‘Hardcore’ player (frequent
purchaser of games, spend a great
deal of time playing.)
18%
Spend on average 7 hours a week
playing video games.
• Type of games usually played:
– Adventure/Fantasy (45%)
– First Person Shooter (41%)
– Arcade (Pac-Man, Super Mario, Donkey
Kong, etc.) ( 38%)
– Fighting (38%)
– Racing/Driving (35%)
Type of Gamer
106. Hispanic Millennials
Technology/Mobile
• Top Devices Owned:
– Smartphone (cell phone with ability to download
apps, access the internet, etc.) (96%)
– Laptop Computer (89%)
– Video game console (85%)
– Tablet like an iPad, Samsung Galaxy or Kindle Fire
(77%)
– Desktop Computer (77%)
*I like the idea of the cell phone
moving beyond voicemail and text
messaging capabilities.
52%
*I like to be connected to my
friends and family wherever I am.
61%
*I use my cell phone in many
different ways to get the
information I need.
64%
• Top Operating Systems Used
(Mobile):
– Android (53%)
– iOS (Apple) (41%)
• Top Mobile Activities Past 7 Days:
– Used a search engine like Google or Yahoo (88%)
– Listened to Music (82%)
– Watched a video (79%)
– Sent a text to someone you know (77%)
– Visited or used a Social Networking site (75%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
107. Hispanic Millennials
Media/Entertainment
46% have streamed-Spanish-
language programming in the
past 30 days
• Top TV Networks watched in the past 7
days:
• Telemundo (33%)
• HBO (30%)
• Univision (29%)
• ABC (29%)
• FOX (27%)
• Comedy Central (25%)
• Discovery Channel (25%)
*I like television commercials that
make me laugh.
51%
*When I am watching television, I
am usually involved in other
activities.
44%
*I often pay attention to the
commercials that play along with
the movie.
40%
• Top sources that influence programs
watched:
• Word-of-mouth (41%)
• Advertising on TV (37%)
• Recommendations from
friends on social media (29%)
• My spouse/significant other
(29%)
• Recommendations from
services like Netflix, Hulu, etc.
(27%)
• Top sources that influence movies
watched:
• Advertising on TV (48%)
• Word-of-Mouth (37%)
• Recommendation from friends
on social media (34%)
• My spouse/significant other
(32%)
• Movie reviews online (31%)
• Top ways of watching TV programming:
• Live/when show airs on
network TV (66%)
• Netflix (63%)
• YouTube (57%)
• DVD (rented or
purchased)(32%)
• Recorded via a DVR (31%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
108. Non-Hispanic White Millennials
Social Media
• 81% are Social Media Users*
• 74% access social media from a smartphone*
Facebook (71%)
– To check up on people (79%)
– To stay connected with
friends (76%)
– To stay connected with family
(74%)
YouTube (61%)
– To be entertained (62%)
– To stay on top of trends (music,
movies, fashion, etc.) (39%)
– To follow certain people (34%)
Twitter (38%)
– To follow certain people (58%)
– To stay on top of trends (music,
movies, fashion, etc.) (47%)
– To be entertained (46%)
Instagram (44%)
– To stay connected with
friends (66%)
– To show off something (58%)
– To follow certain people
(53%)
Top Sites Visited on a Daily Basis
I rarely comment or post content
online.
36%
I regularly comment or post
content online.
39%
I always comment or post content
online.
17%
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
109. Non-Hispanic White Millennials
Video Games
• Top Video Game Activities in the past 12 months:
– Played a video game on a mobile device such as a cellphone or
tablet (62%)
– Played a video game on a console video gaming system (e.g.
PlayStation, X-Box, Wii) (56%)
– Played a video game on a laptop or desktop computer (49%)
– Watch others play online games live (40%)
– Used a gaming console to stream other forms of entertainment
such as movies or TV programs (38%)
‘Casual’ video game player (only
play a few games time to time.)
34%
‘Core’ player (play more than a
casual player, but not as much as
a hardcore player.)
38%
‘Hardcore’ player (frequent
purchaser of games, spend a great
deal of time playing.)
22%
Spend on average 9 hours a week
playing video games.
• Type of games usually played:
– Adventure/Fantasy (52%)
– First person shooter (43%)
– Puzzles/Word or Number games (41%)
– Role Playing (35%)
– Fighting (34%)
Type of Gamer
110. Non-Hispanic White Millennials
Technology/Mobile
• Top Devices Owned:
– Smartphone (cell phone with ability to download
apps, access the internet, etc.) (88%)
– Laptop Computer (82%)
– Video game console (82%)
– Tablet like an iPad, Samsung Galaxy or Kindle Fire
(67%)
– Desktop Computer (56%)
*I use my cell phone in many
different ways to get the
information I need.
72%
*I like to be connected to my
friends and family wherever I am.
68%
*Once I find a cell phone service
provider I like, I stick with them.
64%
• Top Operating Systems Used
(Mobile):
– Android (53%)
– iOS (Apple) (36%)
• Top Mobile Activities Past 7 Days:
– Used a search engine like Google or Yahoo (87%)
– Watched a video (76%)
– Sent a text to someone you know (74%)
– Listened to Music (71%)
– Played a game (71%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
111. Non-Hispanic White Millennials
Media/Entertainment
76% have reported that they have
binge watched a television
program in the past 30 days.
• Top TV Networks watched in the past 7
days:
• ABC (34%)
• Comedy Central (32%)
• ABC Family (27%)
• FOX (26%)
• Adult Swim (24%)
*I like television commercials that
make me laugh.
62%
*When I am watching television, I
am usually involved in other
activities.
56%
*I typically avoid watching
television commercials.
54%
• Top sources that influence programs
watched:
• Word-of-mouth (40%)
• Advertising on TV (36%)
• My spouse/significant other
(32%)
• Recommendations from
friends on social media (27%)
• Recommendations from
services like Netflix, Hulu, etc.
(24%)
• Top sources that influence movies
watched:
• Advertising on TV (40%)
• Word-of-Mouth (37%)
• My spouse/significant other
(35%)
• Movie reviews online (35%)
• Recommendation from friends
on social media (27%)
• Top ways of watching TV programming:
• Netflix (69%)
• Live/when show airs on
network TV (63%)
• YouTube (51%)
• DVD (rented or
purchased)(40%)
• Recorded via a DVR (34%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
112. Asian Millennials
Social Media
• 87% are Social Media Users
Facebook (68%)
– To stay connected with
friends (83%)
– To check up on people (77%)
– To stay connected with family
(72%)
YouTube (72%)
– To be entertained (74%)
– To stay on top of trends (music,
movies, fashion, etc.) (51%)
– To find recipes (45%)
Twitter (33%)
– To follow certain people (65%)
– To post content of my own/to be
heard (48%)
– To show off something (46%)
Instagram (40%)
– To follow certain people
(59%)
– To show off something (57%)
– To check up on people (55%)
Top Sites Visited on a Daily Basis
I rarely comment or post content
online.
44%
I regularly comment or post
content online.
37%
I always comment or post content
online.
10%
113. Asian Millennials
Video Games
• Top Video Game Activities in the past 12 months:
– Played a video game on a mobile device such as a cellphone or
tablet (59%)
– Played a video game on a console video gaming system (e.g.
PlayStation, X-Box, Wii) (53%)
– Played a video game on a laptop or desktop computer (52%)
– Watch recorded videos of others playing video games (40%)
– Watch others play online games live (28%)
‘Casual’ video game player (only
play a few games time to time.)
48%
‘Core’ player (play more than a
casual player, but not as much as
a hardcore player.)
36%
‘Hardcore’ player (frequent
purchaser of games, spend a great
deal of time playing.)
13%
Spend on average 6 hours a week
playing video games.
• Type of games usually played:
– First person shooter (43%)
– Role Playing (41%)
– Adventure/Fantasy (39%)
– Puzzles/Word or Number games (38%)
– Fighting (34%)
Type of Gamer
114. Asian Millennials
Technology/Mobile
• Top Devices Owned:
– Smartphone (cell phone with ability to download
apps, access the internet, etc.) (90%)
– Laptop Computer (84%)
– Tablet like an iPad, Samsung Galaxy or Kindle Fire
(73%)
– Video game console (66%)
– Desktop Computer (61%)
*I like the idea of the cell phone
moving beyond voicemail and text
messaging capabilities.
62%
*My cell phone should help me
get work done when and where I
want.
57%
*I like to be connected to my
friends and family wherever I am.
56%
• Top Operating Systems Used
(Mobile):
– iOS (Apple) (52%)
– Android (43%)
• Top Mobile Activities Past 7 Days:
– Used a search engine like Google or Yahoo (83%)
– Watched a video (78%)
– Listened to Music (75%)
– Sent a text to someone you know (73%)
– Played a game (70%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
115. Asian Millennials
Media/Entertainment
16% of Asian Millennials report
that they do not watch network
TV (this is more so than any other
Millennial cohort.)
• Top TV Networks watched in the past 7
days:
• ABC (29%)
• Discovery Channel (24%)
• ABC Family (22%)
• Comedy Central (21%)
• Disney Channel (20%)
*I like television programs that
make me laugh.
55%
*When I am watching television, I
am usually involved in other
activities.
54%
*I typically avoid watching
television commercials.
47%
• Top sources that influence programs
watched:
• Word-of-mouth (42%)
• Advertising on TV (31%)
• Recommendations from
friends on social media (29%)
• My spouse/significant other
(27%)
• Recommendations from
services like Netflix, Hulu, etc.
(25%)
• Top sources that influence movies
watched:
• Advertising on TV (41%)
• Word-of-Mouth (41%)
• Recommendation from friends
on social media (38%)
• Movie reviews online (36%)
• My spouse/significant other
(29%)
• Top ways of watching TV programming:
• YouTube (67%)
• Live/when show airs on
network TV (56%)
• Netflix (55%)
• Recorded via a DVR (29%)
• Hulu (24%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
116. African-American Millennials
Social Media
• 84% are Social Media Users
Facebook (66%)
– To stay connected with family
(77%)
– To stay connected with
friends (76%)
– To check up on people (65%)
YouTube (69%)
– To be entertained (67%)
– To stay on top of trends (music,
movies, fashion, etc.) (47%)
– To find recipes (42%)
Google+ (42%)
– To get news (41%)
– For school (32%)
– To stay connected with family
(31%)
Instagram (46%)
– To follow certain people
(55%)
– To stay connected with
friends (53%)
– To be entertained (52%%)
Top Sites Visited on a Daily Basis
I rarely comment or post content
online.
35%
I regularly comment or post
content online.
37%
I always comment or post content
online.
20%
117. African-American Millennials
Video Games
• Top Video Game Activities in the past 12 months:
– Played a video game on a console video gaming system (e.g.
PlayStation, X-Box, Wii) (58%)
– Played a video game on a mobile device such as a cellphone or
tablet (56%)
– Played a video game on a laptop or desktop computer (45%)
– Watch recorded videos of others playing video games (34%)
– Used a gaming console to stream other forms of entertainment
such as movies or TV programs (32%)
‘Casual’ video game player (only
play a few games time to time.)
38%
‘Core’ player (play more than a
casual player, but not as much as
a hardcore player.)
33%
‘Hardcore’ player (frequent
purchaser of games, spend a great
deal of time playing.)
23%
Spend on average 7 hours a week
playing video games.
• Type of games usually played:
– Fighting (50%)
– Adventure/Fantasy (46%)
– First person shooter (40%)
– Sports (40%)
– Puzzles/word or number games (36%)
Type of Gamer
118. African-American Millennials
Technology/Cable
• Top Devices Owned:
– Smartphone (cell phone with ability to download
apps, access the internet, etc.) (85%)
– Laptop Computer (78%)
– Video game console (74%)
– Tablet like an iPad, Samsung Galaxy or Kindle Fire
(63%)
– Desktop Computer (56%)
*I use my cell phone in many
different ways to get the
information I need.
62%
*I like to be connected to my
friends and family wherever I am.
59%
*Once I find a cell phone service
provider I like, I stick with them.
57%
• Top Operating Systems Used
(Mobile):
– Android (55%)
– iOS (Apple) (37%)
• Top Mobile Activities Past 7 Days:
– Used a search engine like Google or Yahoo (85%)
– Watched a video (75%)
– Listened to Music (74%)
– Sent a text to someone you know (67%)
– Visited or used a social networking site (67%)
*STUDY NAME : Winter 2015 NHCS Adult Study 12-month
119. African-American Millennials
Media/Entertainment
73% have reported that they have
binge watched a television
program in the past 30 days.
• Top TV Networks watched in the past 7
days:
• ABC (36%)
• BET (32%)
• Cartoon Network (25%)
• FOX (24%)
• ABC Family (23%)
*I like television programs that
make me laugh.
56%
*I often pay attention to the
commercials that play along with
the movie previews in the movie
theater.
49%
*When I am watching television, I
am usually involved in other
activities.
48%
• Top sources that influence programs
watched:
• Advertising on TV (37%)
• Word-of-mouth (36%)
• Recommendations from
services like Netflix, Hulu, etc.
(24%)
• Recommendations from
friends on social media (20%)
• My spouse/significant other
(18%)
• Top sources that influence movies
watched:
• Advertising on TV (48%)
• Word-of-Mouth (34%)
• Movie reviews online (27%)
• My spouse/significant other
(21%)
• Recommendation from friends
on social media (19%)
• Top ways of watching TV programming:
• Netflix (62%)
• YouTube (55%)
• Live/when show airs on
network TV (54%)
• DVD (rented or purchased)
(27%)
• Recorded via a DVR (25%)