sensis hispanic millennial project atlanta presentation

Hispanic Millennial Project Wave 1: Introducing Hispanic Millennials Wave 2: Healthcare

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2014 October 14,

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Overview

• Introduction • HMP Overview • Key Themes & Insights • Comparing Hispanic Millennials • Points of Tension • Brands that Resonate with Hispanic Millennials • Implications for Marketers • What’s Next

Introduction

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Jose R. Villa President Sensis @jrvilla

/in/JoseVilla

ThinkMulticultural.com SensisBureau.com

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

Roy Eduardo Kokoyachuk

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The Hispanic Millennial Project is a joint research study developed by cross-cultural

advertising agency Sensis and market research firm ThinkNow Research.

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BACKGROUND • Advertising & digital agency • 54 employees • 12 million in revenue (2013) • 16 years in business • Independent, minority-owned • Offices in L.A. , DC, & Atlanta

CAPABILITIES • Research & Analytics • Strategic Planning • Media Planning & Buying • Creative Development • Digital Marketing • Mobile & Website Development • Hispanic, African-American, Asian Marketing

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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.

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Hispanic Millennial Project Overview

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Why Hispanic Millennials?

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Why Hispanic Millennials? Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.

11 21% of all Millennials are Hispanic…

and will reach 23% by the year 2020

Source: Geoscape, American Marketspace, 2013

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Why Hispanic Millennials? In key DMAs, Hispanic Millennials already represent the majority

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Why Hispanic Millennials? Non-traditional markets will witness the fastest Hispanic Millennial growth

24% 24% 24% 25%

25% 26% 26% 26% 26%

27% 29%

30% 30%

34% 34%

0% 5% 10% 15% 20% 25% 30% 35% 40%

MemphisLexington

AtlantaBend, OR

Minot-Bismarck-Dickinson (Williston)Salisbury

IndianapolisGreenville-Spartanburg-Asheville-Anderson

Myrtle Beach-FlorenceCharleston, SC

NashvilleWilmington

Greensboro-High Point-Winston SalemCharlotte

Raleigh-Durham (Fayetteville)

DMA/Hispanic Millennial % change (2013-2018)

% CHANGE

14 Yet 44% of Hispanic Millennials

are foreign-born

Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series

15 To dig deeper into segmentation,

points of tension, and difference between U.S. born vs. foreign-born.

Why another Hispanic Millennial research study?

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Research Methodology

• ThinkNow Research conducted a nationwide online survey between March and June

2014.

• A total of n=900 and n=908 interviews were completed. Qualified respondents were

segmented into one of the following three groups:

• Non-Hispanic White does not include African-Americans, Asians, and other ethnic

groups

• Respondents in each group were weighted to match U.S. Census for age, gender, and

U.S. region

Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials

Origin Self-identify as Hispanic origin Self-identify as Hispanic origin

Self-identify as White Non-Hispanic Origin

Age 18 to 34 years of age 35 to 64 years of age 18 to 34 years of age

Base Size N=302 N=305 N=301

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:

Wave 1 Key Themes & Insights

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Hispanic Millennials (particularly foreign-born) are much more

optimistic

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63%

39%

60%

69%

41%

57%

HispanicMillennials

----------

Non-Hispanic

Millennials----------

HispanicMillennials

US Born----------

HispanicMillennials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely agree/Somewhat Agree

Hispanic Millennials are more satisfied with the direction of US compared to non-Hispanic Millennials

How Satisfied are you with the Direction that the US is going in?

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Foreign-Born Millennials - the

forgotten segment

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Foreign-born Hispanic Millennials have a strong desire to assimilate I want to fit in with the mainstream

49%

30%

46%

56%

40%

55%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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Religion plays a significant role in the life of Foreign-born Hispanic Millennials Religion plays a big role in my life

49%

41% 44%

62% 57%

53%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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Heightened importance of higher

education

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Graduating from a 4-year college is a future goal

25 Graduating from a 4-year college is a strong indicator of success for 50% of

foreign-born Hispanic Millennials

Indicator of Success

26 84% of Hispanic Millennials plan on

getting a graduate degree compared to only 57% of non-Hispanic Millennials

Plans for Advanced Degrees

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Hispanic Millennials continue to believe in

& be driven by the American Dream

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Hispanic Millennials believe much more in the “American dream” vs. non-Hispanic Millennials The “American Dream” is something I believe in

71%

55%

73% 65%

70% 68%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. non-Hispanic Millennials The “American Dream” is something I strive for

67%

54%

66% 69% 64%

60%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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Hispanic Millennials have different perceptions of

success

31 Hispanic Millennials were more likely to

agree versus non-Hispanics that owning a home was a top indicator of success

Owning a Home

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More traditional views on family

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Hispanic Millennials place significantly more importance on having children vs. non-Hispanic Millennials Having children is very important to me

71%

64%

70%

74%

70% 69%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

34 56% of foreign-born Hispanic Millennials

believe marriage should be between a man and a woman (compared to 46% of

U.S. born Hispanic millennials)

Same-sex Marriage

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Hispanic Millennials place less importance on marriage than their older Hispanic counterparts Marriage is very important to me

68%

64%

67%

70%

73%

71%

HispanicMillenials

----------

Non-Hispanic

Millenials----------

HispanicMillenialsUS Born----------

HispanicMillenials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

RESULTS OF TOP 2 BOX: Completely Agree/Agree Somewhat

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Spanish is key to reaching Hispanic Millennials

37 Hispanic Millennials, particularly those

that are U.S. born, are most likely to indicate they consume media equally in

English and Spanish (~ 40%)

Importance of Spanish-language

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Hispanic Millennials are Spanish language media consumers What language do you normally consume media? (TV, radio, Internet, & magazines)

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Less likely to live with parents

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Less Likely to Live with Parents Do you rent or own the place where you currently live?

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Less Likely to Have Plans to Stay For those who live with their parents, is this a temporary or permanent situation?

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Re-evaluating the decision maker in the Hispanic household

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Many Hispanic Millennials contribute majority or pay about half of the household costs How much, if at all, do you contribute to your household's finances?

8%

22%

14%

43%

14%

0

9%

27%

33%

30%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I pay for all or the majority of the householdcosts (including rent/mortgage)

I pay for about half of the household costs(including rent/mortgage)

I pay less than half of the household expenses(including rent/mortgage)

I contribute minimally

I don't contribute financially

Non-HispanicMillennials----------HispanicMillennials----------

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Hispanic Millennials: entrepreneurial at

heart

45 Owning your own business is a strong

indicator of success for 47% of Hispanic Millennials compared to 23% of non-

Hispanic Millennials

Strong Indicator of Success

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Owning a Business Both an indicator of success and future goal

47 For 57% of foreign-born Hispanic

Millennials, owning a business is a future goal, compared to 45% of U.S. born

Hispanic Millennials

A Future Goal

Wave 2 - Healthcare

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Key Healthcare Themes

1. Have sophisticated health attitudes 2. Are cautiously optimistic about health 3. Are engaged in healthy lifestyles 4. Embrace health technology 5. Trust doctors to a degree 6. Are widely insured 7. Predominantly favor the Affordable Care Act

Theme 1 Have sophisticated health attitudes

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Diet, feeling good, and exercise define health “What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)

Exercising,

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Proactive about managing health “Which, if any, preventative measures are you taking to avoid health problems in the future?”

Exercising

Theme 2 Are cautiously optimistic about health

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Report lower levels of stress Which suggests Hispanic Millennials are more optimistic about their health.

Based on a 5-point scale – Completely Stress Free to Very Stressful “How would you consider your stress level overall?”

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Yet concerned about hereditary illnesses “You mentioned that you are concerned about getting an illness / condition in the future. What illness / condition is that?”

Theme 3 Engage in healthy lifestyles

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Far more likely to exercise regularly “How often do you exercise, if at all?”

4+ Times per Week (Net)

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Significantly higher engagement in team sports Difference in attitudes towards exercise & corroborates close knit social ties.

Playing a team sport (basketball, soccer, football, volleyball, etc…) “Which of the following types of exercise do you take part in regularly?”

Theme 4 Embrace health technology

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Hispanic Millennials embrace health technology They are using mobile apps for health-related reasons.

“Do you use mobile applications (“apps”) for health-related purposes?”

Theme 6 Widely Insured

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Higher percentage receive public assistance “How do you get your health insurance?”

Theme 5 Trust doctors to a degree

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The doctor is the most trusted source Which sources are you likely to use when looking for health-related information or advice?

Theme 7 Predominantly in favor the Affordable Care Act

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High familiarity of the Affordable Care Act

Familiarity with Affordable Care Act among those aware Awareness of Affordable Care Act

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Over half in favor of The Affordable Care Act Perception of The Affordable Care Act

Points of Tension

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One of the most important ways to establish a deeper understanding of Hispanic 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

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Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face. • Because they live in two cultures, caught between very

different generations, they face constant cultural tensions related to decisions about health and wellness.

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Fitting in vs. Standing out Struggle with need to fit in with mainstream culture, while trying to maintain their cultural identity.

Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity.

47% of Hispanic Millennials indicate that they feel close or somewhat close to their culture, while 67% of them state that they want to stand out as a Latino

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Being Latino Gap between where they are and want to be in terms of their Latino cultural identity

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Role of Religion Religion doesn’t play as a big a role as with Hispanics 35+, yet they are more spiritual

58% of Hispanic Millennials consider themselves to be

more spiritual than religious, even compared to non-

Hispanic Millennials

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The idea of seeing a doctor is important Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go unless it is an emergency.

“Seeing a doctor regularly is important to me.” Results of Top 2 Box: Strongly Agree/Somewhat Agree

“I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.”

Results of Top 2 Box: Strongly Agree/Somewhat Agree

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Inner well-being versus outside appearance Health is defined in terms of diet and exercise, yet the cultural impulse to maintain physical appearance is strong.

What does being healthy mean to you? How do you define “Healthy”?

(Open end)

“Please rank the top 3 reasons why you exercise?”

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Online health information used more than trusted Female Hispanic Millennials are more likely to seek out health-related information or advice online. However, they are less likely to trust the internet over doctors.

“What is the most trusted source that you are likely to use when looking for health-related information or

advice?”

“What sources are you likely to use when looking for health-related information or advice?”

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Trust doctors to a degree Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a second opinion.

“What sources do you trust most for health-related information or advice?”

“I always get a second opinion from other doctors.”

Results of Top 2 Box: Strongly Agree/Somewhat Agree

Brands that Resonate with Hispanic Millennials

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Brands that Resonate with Hispanic Millennials Apple is the brand most associated with success

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Brands that Resonate with Hispanic Millennials Wal-Mart best communicates with Hispanic Millennials

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Brands that Resonate with Hispanic Millennials Product Quality and Trust Most Important Brand Drivers

Why do you feel these brands do a good job of relating and/or communicating to someone like yourself?

Implications for Marketers

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Identify and leverage points of tension

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Avoid Millennial Generalizations

Approach foreign-Born Hispanic Millennials Differently than U.S. born

Counterparts

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Tap Into Hispanic Millennials’ Entrepreneurial Spirit

Recognize and Leverage the Differences Between U.S. born

and foreign-born Hispanic Millennials

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The Millennial Hispanic Head-of-Household?

Spanish-Language Media Is Key to Reaching foreign-born

Hispanic Millennials

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Marketing Healthcare to Hispanic Millennials

• Avoid pandering – Hispanic Millennials have fairly sophisticated attitudes and enlightened health

behaviors

• Showcase active, well-rounded lifestyles – Hispanic Millennial are actively engaged in living well-rounded and active

lifestyles – They exercise more regularly, watch what they eat, and take dietary supplements

on a regular basis

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Marketing Healthcare to Hispanic Millennials • Be positive and upbeat yet realistic

– Hispanic Millennials are more optimistic than non-Hispanic Millennials about their health today

– They also have a lingering preoccupation with hereditary health concerns common in the Hispanic community

• Address long-term benefits of health maintenance – Hispanic Millennials proactively take preventative measures to avoid health

problems in the future – They exercise more often and increasingly monitor the types of food they eat

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Marketing Healthcare to Hispanic Millennials

• Leverage technology and mobile apps – More and more Hispanic Millennials turning to the internet and digital tools to

manage their overall health – U.S. Born Hispanic Millennials embracing the internet as a trusted source versus

Foreign born Hispanic Millennials that trust doctors – Growing reliance on mobile apps to track physical activity and diet

• Educate lower income Hispanic Millennials about ACA – There is an opportunity to educate lower income Hispanic Millennials about the

existence of affordable healthcare options

What’s Next

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What’s Next

• Sensis and ThinkNow Research will release future waves of this study throughout 2014 and early 2015

• Forthcoming waves will address the following topics:

– Wave 3: Banking / Financial Services – Behaviors and Attitudes (Nov 2014)

– Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Jan 2015)

– Wave 5: Media Consumption and Digital Behavior (Mar 2015)

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Download the full reports at

www.HispanicMillennialProject.com

follow-us on Twitter @HispMillennial

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THANK YOU