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Hispanic Millennials - US - February 2015

Published By :

Mintel

Published Date : Feb 2015

Category :

Lifestyle

No. of Pages : 124 Pages

Hispanic Millennials are a significant and coveted market. In any typical day, they are bombarded with ads and many other things that fight for their attention. To improve the odds of getting noticed, it is important for marketers to learn as much as they can about Hispanic Millennials to be able to gain relevance by connecting with them in culture.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Terms
Acculturation

Executive Summary

Millennials account for nearly one third of the Hispanic population
Figure 1: Population by Hispanic origin and generation share, 2015
Biculturalism and education key to closing income gap
Figure 2: Median household income for households, by race/Hispanic origin of householder, 2013
Hispanics use multiple devices to access the internet
Figure 3: Average number of devices Hispanic Millennials use to access the internet, by household income, December 2014
Hispanic Millennials are Hispanic first, Millennials second
Figure 4: Hispanic Millennials' attitudes toward culture – Any agree, by level of acculturation, December 2014
Millennial stereotypes don’t apply to Hispanic Millennials
Figure 5: Correspondence Analysis - Hispanic Millennials’ perceptions, December 2014
Hispanic Millennials gravitate toward people like them
Figure 6: People Hispanic Millennials spend time with, by level of acculturation, December 2014
Younger Millennial women welcome parental advice
Figure 7: Hispanic Millennials' attitudes toward family, by gender and age, December 2014
Hispanic Millennials have the will to overcome obstacles
Figure 8: Hispanic Millennials’ attitudes toward life, December 2014
Millennial Hispanics prioritize personal goals over material goals
Figure 9: Hispanic Millennials' personal goals and aspirations, December 2014
Hispanic Millennials very concerned mainly about things that affect them directly or hit close to home
Figure 10: Hispanic Millennials' concerns – Very concerned, by household income, December 2014
Hispanic Millennials look for quality and affordability
Figure 11: Appealing brand qualities, December 2014
What we think

Issues and Insights

Reinforcing all the positives that Hispanic Millennials see in themselves
The issues
The implications
Communicating rather than just telling
The issues
The implications
Emphasizing quality and affordability
The issues
The implications

Trend Application

Trend: Prepare for the Worst
Trend: Giving Back
Trend: Immaterial World

Hispanic Millennials by the Numbers

Key points
Millennials account for nearly one third of the Hispanic population
Figure 12: Population by Hispanic origin and generation share, 2015
More than one in five Millennials are of Hispanic origin
Figure 13: Hispanic share of US population, by generation, 2015
Hispanic Millennials’ median household income is close to total Hispanics’ median household income
Figure 14: Median household income for households headed by Hispanics, by age of householder, 2013
The income gap between Hispanics and non-Hispanic Whites forms very early
Figure 15: Median household income for households, by race/ Hispanic origin of householder, 2013

Hispanic Millennials and Internet Access

Key points
Hispanics use multiple devices to access the internet
Figure 16: Devices used to access the internet, by household income, December 2014
More acculturated Hispanics use more devices on average
Figure 17: Devices used to access the internet, by level of acculturation, December 2014

Innovations and Innovators

Sling Television
Apple Watch
Under Armour (UA) Record

Marketing Strategies

Theme: Making fun of stereotypes
Honda’s “#UnBuenFit” campaign satirizes ad industry stereotypes
Figure 18: Honda, “#UnBuenFit - Discover the All-New 2015 Honda Fit with Felipe Esparza (English),” June 2014
Theme: That’s me, too!
AT&T’s “The Mobile Movement” campaign celebrates bicultural Hispanics
Theme: Connecting with Hispanics through their food
General Mills’ shares the experience of Hispanic women through ‘Celebro lo Rico’ web series
Figure 19: General Mills, “Celebra Lo Rico: Episode 1 | Las blogueras de Qué Rica Vida,” January 2015
Theme: Connecting with Hispanics through their traditions
JCPenney’s ‘The Gift of New Traditions’ web series gives insight into Hispanic celebrations

Hispanic Millennials’ Generational and Self-perceptions

Key points
A self-evaluation
Correspondence analysis
Methodology
Hispanic Millennials see themselves drastically different from typical stereotypes about Millennials
Figure 20: Correspondence Analysis, December 2014
Figure 21: Millennial perception, February 2015

Hispanic Millennials’ Cultural Connection

Key points
Hispanic Millennials are Hispanic first, Millennials second
Figure 22: Hispanic Millennials' attitudes toward culture – Any agree, by level of acculturation, December 2014
Level of acculturation influences whom Hispanics spend more time with
When given a choice, unacculturated Hispanic Millennials gravitate toward others like them
Figure 23: People unacculturated Hispanic Millennials spend time with, December 2014
Hispanic culture remains strong at home for bicultural Hispanic Millennials
Figure 24: People bicultural Hispanic Millennials spend time with, December 2014
Acculturated Hispanic Millennials live in an English-language world
Figure 25: People acculturated Hispanic Millennials spend time with, December 2014

Hispanic Millennials’ Attitudes Toward Family and Parenting

Key points
Hispanic Millennial women key to passing Hispanic culture to next generations
Figure 26: Hispanic Millennials' attitudes toward Hispanic values, by gender, December 2014
Staying in touch with family and friends important regardless of level of acculturation
Figure 27: Hispanic Millennials' attitudes toward Hispanic values, by level of acculturation, December 2014
Younger Hispanic Millennial women likely to rely on advice of parents or elders
Figure 28: Hispanic Millennials' attitudes toward family, by gender and age, December 2014
Younger Millennial women welcome parental advice
Figure 29: Hispanic Millennials' attitudes toward family, by gender and age, December 2014

Hispanic Millennials’ Outlook on Life

Key points
For Hispanic Millennials life is full of surprises
Figure 30: Hispanic Millennials' attitudes toward life and the future, by household income, December 2014
Money doesn’t mean happiness
Figure 31: Hispanic Millennials’ attitudes toward life, by household income, December 2014
Hispanic Millennials’ definition of obstacles may be different depending on their level of acculturation
Figure 32: Hispanic Millennials’ attitudes toward life, by level of acculturation, December 2014
Hispanic Millennials look at the future with past experiences in mind
Figure 33: Hispanic Millennial' attitudes toward finance – Any agree, by household income, December 2014

Hispanic Millennials' Goals and Aspirations

Key points
Millennial Hispanic men more cautious than Millennial Hispanic women in establishing personal goals
Figure 34: Hispanic Millennials' personal goals and aspirations, by gender and age, December 2014
Travel a top aspiration among unacculturated Hispanic Millennials
Figure 35: Hispanic Millennials' personal goals and aspirations, by level of acculturation, December 2014
Less-affluent Hispanics more likely to feel the need of a change
Figure 36: Hispanic Millennials' career goals and aspirations, by household income, December 2014
Unacculturated and bicultural Millennial Hispanics more likely to aim to own a business
Figure 37: Hispanic Millennials' career goals and aspirations, by level of acculturation, December 2014

Hispanic Millennials' Main Concerns

Key points
Hispanic Millennials concerned about things that affect them directly and some they watch in the news
Figure 38: Hispanic Millennials' concerns – Very concerned, by household income, December 2014
Financial concerns common across Millennial Hispanics of all levels of acculturation
Figure 39: Hispanic Millennials' concerns – Very concerned, by level of acculturation, December 2014
Chances for some racial tension increase with income
Figure 40: Hispanic Millennials' views on discrimination – Any agree, by household income, December 2014
Living between both cultures bicultural Hispanic Millennials more likely to have to suppress one
Figure 41: Hispanic Millennials' views on discrimination – Any agree, by level of acculturation, December 2014

Appealing Brand Qualities and Hispanic Millennials’ Attitudes toward Shopping and Advertising

Key points
When deciding what to purchase, Hispanic Millennials look for quality and affordability
Figure 42: Appealing brand qualities, by level of acculturation, December 2014
Hispanic Millennials look for recommendations as their household income increases
Figure 43: Attitudes toward shopping – Any agree, by household income, December 2014
Humor and celebrities increase awareness
Figure 44: Attitudes toward advertising – Any agree, by household income, December 2014

Acculturation

What is acculturation?
Figure 45: Acculturation diagram
Figure 46: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 47: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Other Useful Consumer Tables

How Hispanic Millennials see themselves
Figure 48: How Hispanic Millennials see themselves, by gender, December 2014
Figure 49: How Hispanic Millennials see themselves, by age, December 2014
Figure 50: How Hispanic Millennials see themselves, by household income, December 2014
Figure 51: How Hispanic Millennials see themselves, by language spoken in home, December 2014
Figure 52: How Hispanic Millennials see themselves, by country of birth, December 2014
Hispanic Millennials' attitudes toward culture
Figure 53: Hispanic Millennials' attitudes toward culture – Any agree, by gender, December 2014
Figure 54: Hispanic Millennials' attitudes toward culture – Any agree, by age, December 2014
Figure 55: Hispanic Millennials' attitudes toward culture – Any agree, by household income, December 2014
Figure 56: Hispanic Millennials' attitudes toward culture – Any agree, by language spoken in home, December 2014
Figure 57: Hispanic Millennials' attitudes toward culture – Any agree, by country of birth, December 2014
Hispanic Millennials’ attitudes toward family and Hispanic culture
The importance of being close to their culture
Figure 58: Hispanic Millennials' attitudes toward Hispanic values, by age, December 2014
Figure 59: Hispanic Millennials' attitudes toward Hispanic values, by household income, December 2014
Figure 60: Hispanic Millennials' attitudes toward Hispanic values, by language spoken in home, December 2014
Figure 61: Hispanic Millennials' attitudes toward Hispanic values, by country of birth, December 2014
Attitudes toward family
Figure 62: Hispanic Millennials' attitudes toward family, by gender, December 2014
Figure 63: Hispanic Millennials' attitudes toward family, by age, December 2014
Figure 64: Hispanic Millennials' attitudes toward family, by household income, December 2014
Figure 65: Hispanic Millennials' attitudes toward family, by language spoken in home, December 2014
Figure 66: Hispanic Millennials' attitudes toward family, by level of acculturation, December 2014
Figure 67: Hispanic Millennials' attitudes toward family, by country of birth, December 2014
Attitudes toward parenting
Figure 68: Hispanic Millennials' attitudes toward parenting, by gender, December 2014
Figure 69: Hispanic Millennials' attitudes toward parenting, by age, December 2014
Figure 70: Hispanic Millennials' attitudes toward parenting, by household income, December 2014
Figure 71: Hispanic Millennials' attitudes toward parenting, by language spoken in home, December 2014
Figure 72: Hispanic Millennials' attitudes toward parenting, by level of acculturation, December 2014
Figure 73: Hispanic Millennials' attitudes toward parenting, by country of birth, December 2014
Hispanic Millennials’ attitudes toward the future
Figure 74: Hispanic Millennials' attitudes toward life and the future, by gender, December 2014
Figure 75: Hispanic Millennials' attitudes toward life and the future, by age, December 2014
Figure 76: Hispanic Millennials' attitudes toward life and the future, by language spoken in home, December 2014
Figure 77: Hispanic Millennials' attitudes toward life and the future, by level of acculturation, December 2014
Figure 78: Hispanic Millennials' attitudes toward life and the future, by country of birth, December 2014
Figure 79: Hispanic Millennials’ attitudes toward life, by gender, December 2014
Figure 80: Hispanic Millennials’ attitudes toward life, by age, December 2014
Figure 81: Hispanic Millennials’ attitudes toward life, by language spoken in home, December 2014
Figure 82: Hispanic Millennials’ attitudes toward life, by country of birth, December 2014
Hispanic Millennials' attitudes toward finance
Figure 83: Hispanic Millennial' attitudes toward finance – Any agree, by gender, December 2014
Figure 84: Hispanic Millennial' attitudes toward finance – Any agree, by age, December 2014
Figure 85: Hispanic Millennial' attitudes toward finance – Any agree, by language spoken in home, December 2014
Figure 86: Hispanic Millennial' attitudes toward finance – Any agree, by level of acculturation, December 2014
Figure 87: Hispanic Millennial' attitudes toward finance – Any agree, by country of birth, December 2014
Hispanic Millennials' goals and aspirations
Personal goals
Figure 88: Hispanic Millennials' personal goals and aspirations, by gender, December 2014
Figure 89: Hispanic Millennials' personal goals and aspirations, by age, December 2014
Figure 90: Hispanic Millennials' personal goals and aspirations, by household income, December 2014
Figure 91: Hispanic Millennials' personal goals and aspirations, by language spoken in home, December 2014
Figure 92: Hispanic Millennials' personal goals and aspirations, by level of acculturation, December 2014
Figure 93: Hispanic Millennials' personal goals and aspirations, by country of birth, December 2014
Career goals
Figure 94: Hispanic Millennials' career goals and aspirations, by gender, December 2014
Figure 95: Hispanic Millennials' career goals and aspirations, by age, December 2014
Figure 96: Hispanic Millennials' career goals and aspirations, by language spoken in home, December 2014
Figure 97: Hispanic Millennials' career goals and aspirations, by country of birth, December 2014
Hispanic Millennials' main concerns
Main concerns
Figure 98: Hispanic Millennials' concerns – Very concerned, by gender, December 2014
Figure 99: Hispanic Millennials' concerns – Very concerned, by age, December 2014
Figure 100: Hispanic Millennials' concerns – Very concerned, by language spoken in home, December 2014
Figure 101: Hispanic Millennials' concerns – Very concerned, by country of birth, December 2014
Views on discrimination
Figure 102: Hispanic Millennials' views on discrimination – Any agree, by gender, December 2014
Figure 103: Hispanic Millennials' views on discrimination – Any agree, by age, December 2014
Figure 104: Hispanic Millennials' views on discrimination – Any agree, by language spoken in home, December 2014
Figure 105: Hispanic Millennials' views on discrimination – Any agree, by country of birth, December 2014
Hispanic Millennials and brands
What they look for in brands
Figure 106: Appealing brand qualities, by gender, December 2014
Figure 107: Appealing brand qualities, by age, December 2014
Figure 108: Appealing brand qualities, by household income, December 2014
Figure 109: Appealing brand qualities, by language spoken in home, December 2014
Figure 110: Appealing brand qualities, by country of birth, December 2014
Attitudes toward shopping
Figure 111: Attitudes toward shopping – Any agree, by gender, December 2014
Figure 112: Attitudes toward shopping – Any agree, by age, December 2014
Figure 113: Attitudes toward shopping – Any agree, by language spoken in home, December 2014
Figure 114: Attitudes toward shopping – Any agree, by level of acculturation, December 2014
Figure 115: Attitudes toward shopping – Any agree, by country of birth, December 2014
Attitudes toward advertising
Figure 116: Attitudes toward advertising – Any agree, by gender, December 2014
Figure 117: Attitudes toward advertising – Any agree, by age, December 2014
Figure 118: Attitudes toward advertising – Any agree, by language spoken in home, December 2014
Figure 119: Attitudes toward advertising – Any agree, by level of acculturation, December 2014
Figure 120: Attitudes toward advertising – Any agree, by country of birth, December 2014
Hispanic Millennials and their use of technology
Devices Hispanic Millennials use to access the Internet
Figure 121: Devices used to access the internet, by gender, December 2014
Figure 122: Devices used to access the internet, by age, December 2014
Figure 123: Devices used to access the internet, by language spoken in home, December 2014
Figure 124: Devices used to access the internet, by country of birth, December 2014

Appendix – Trade Associations

Association of Hispanic Advertising Agencies (AHAA)
United States Hispanic Chamber of Commerce (USHCC)

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