The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - Asian Focus

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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

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The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - Asian Focus

1. The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology ASIAN FOCUS

2. Roy Eduardo Kokoyachuk Partner ThinkNow Research @ThinkNowTweets thinknowresearch.com/blog Roy Eduardo Kokoyachuk #HMP5

3. The Hispanic Millennial Project is a joint research study developed by integrated cross-cultural advertising agency Sensis and market research firm ThinkNow Research

4. 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.

5. 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.

6. This 5th wave explores the impact of culture on the Millennial consumption of media, technology, and entertainment.

7. 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 But Younger Americans are more likely to be Multicultural Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic. 38% of US Population is Multicultural Mixed Race & Other

8. 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)

9. Profile ofAsian Millennials #HMP5

10. Asian Millennials Entertainment & Media

11. Tech, Gaming, & Advertising Asian Millennials

12. Why Is This Culturally Relevant?

13. Digital Product Usage

14. Asian Millennials over-index on ownership of common digital products 92% 79% 63% 59% 88% 82% 67% 56% 90% 84% 73% 61% 85% 78% 63% 56% Smart Phone Laptop Computer Tablet Desktop Computer 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)

15. 53% 41% 4% 1% 53% 36% 9% 43% 52% 2% 1% 55% 37% 6% 2% Android iOS (Apple) Windows Blackberry Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials iOS is easily the top operating system among Asian Millennial smartphone users. Letter indicates significance at 95% CL.Q2. Which operating system does your current mobile phone use? Which operating system does your current mobile phone use? Base: Own a smartphone 1

16. Like other Millennials groups, Asians utilize their smart phone for a wide variety of tasks 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?

17. Social Media

18. 2.7 2.6 2.2 2.6 Mean Number of Hours Per Day Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 4.3 3.8 4.1 4.3 Mean Number of Times Per Day Asian Millennials spend an average of 2 hours a day on social media – slightly less than the other groups. Average Hours Spent on Social Media Per Day Average No. of Times Use Cellphone to Update/Check in With Social Media 1

19. Social networking apps are quite common among Millennials in general. 72% 67% 70% 66% Social Networking Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials Which of the following kinds of Apps have you personally used in the last 7 days?

20. 56% 57% 47% 57% Always/Regularly comment or post online content Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials Like many other Millennials, Asians prefer to view other people’s online content than to post their own. 55% 65% 65% 59% I prefer to view other people’s online content than I am to post my own. Which of these statements best describes you? 2

21. Social media are most apt to influence Asian and 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.) Which of the following sources would you say influence the programs you watch?

22. TV Watching/Entertainment

23. 34% 37% 39% 32% Proportion of Streaming TV Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials Asian Millennials are adapting the earliest to streaming TV programming. Proportion of All TV Hours Watched Per Method (Live vs. Streaming, etc.) ABCD ABCD E E E 2 How Will You Watch TV in the Near Future? Exclusively/Mostly Streaming 34% 37% 50% 30% Exclusively/Mostly Streaming

24. 42% 40% 47% Non-English programming Total Asian Millennials US Born Foreign Born Streaming non-English programming is common among Asian Millennials - even those who are US born. Have you streamed any non-English language programming in the past 30 days? 2

25. The ethnicity of an actor is relevant to both Asian and 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? Top 2 Box 2 45% 58% 56% Makes me much/somewhat more interested Hispanic Millennials Asian Millennials African-American Millennials

26. Entertainment helps Foreign-Born Asian Millennials remain connected to their culture 17% 20% 26% 31% Music you listen to Movies you watch U.S.-Born Asian Millennials Foreign-Born Asian Millennials How much of an influence would you say your culture/heritage is on each of the following? (Big Influence)

27. 71% 61% 72% 69% Visit YouTube At Least Once a Day Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials YouTube is one of the most visited online platforms for Asian Millennials. 2 Approximately how often do you access/use each of the following online platforms, if at all?

28. 57% 51% 67% 55% YouTube Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials 78% 74% 82% 81% YouTube …. it is their go-to site for music and TV programming. What are all the ways that you watch TV programming? ABCD ABCD 28 On which of the following services/ platforms do you listen to music? Base: Among Those Who Stream Music

29. 67% 50% 26% 71% 42% 27% 73% 57% 29% 69% 38% 22% Gaming Apps Weather Apps Fitness Apps Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials Asian Millennials are more likely to use gaming apps, as well as apps for weather and fitness. Which of the following kinds of Apps have you personally used in the last 7 days? ABCD ABCD 29

30. Similar to other Millennial groups, Asians stream music online Which of these activities have you done online in the past 30 days? 71% 63% 65% 54% Listened to streaming music online Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials

31. There is a 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)

32. Similar to other Millennial groups, about 8-in-10 Asians reported playing video games in the past year 80% 83% 80% 81% Played a video game in the past 12 months Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials Which of the following activities have you done in the past 12 months?

33. 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 Asian and Hispanic Millennials are less serious about gaming compared to NH Whites and African-Americans Which of the following best describes you in regards to playing video games? Base: Video Game Players 3

34. Asian Millennials are by far the most likely to watch others play online 50% 53% 68% 47% Watched others play online Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials Which of the following activities have you done in the past 12 months?

35. Clear Dissonance betweenAsian cultural beliefs and other Millennials

36. Asian Millennials identify less with the American Dream than other groups 77% 82% 69% 79% 60% 77% 70% 73% I believe that everyone can achieve their dreams if they try hard enough. 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

37. …. and are less likely to believe in other themes commonly expressed in American pop culture 77% 76% 68% 64% 57% 78% 80% 71% 66% 57% 71% 74% 64% 60% 48% 75% 75% 69% 64% 55% I believe that everyone should follow their own path Everyone deserves to be treated equally 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)

38.  Fastest growing ethnic group in the U.S.  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  Most likely to own laptops, tables and desktops  Fastest group to cut the cable cord and adopt streaming services Asian Millennials

39. What’s Next #HMP5

40.  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 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)

41. THANK YOU!

42. Roy Eduardo Kokoyachuk Partner ThinkNow Research @ThinkNowTweets thinknowresearch.com/blog Roy Eduardo Kokoyachuk #HMP5

The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - Asian Focus

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