Marketing to Hispanic Millennials - US - June 2017

Marketing to Hispanic Millennials - US - June 2017

  • Mintel
  • June 2017
  • Advertising and Marketing
  • 0 pages

Report Description

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The Hispanic Millennial generation is aged 23-40 in 2017 and accounts for the largest share of the Hispanic population. Moreover, 21% of all US Millennials are of Hispanic origin. The majority of Hispanic Millennials are bilingual and bicultural and want to fit in both the American and the Hispanic world, which creates opportunities to brands as they are open minded and willing to come out of their comfort zone. By studying Hispanic Millennials brands may be able to uncover significant hints about the future of the coveted Hispanic market.

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Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Hispanic Millennials are confident about handling their present
Figure 1: Hispanic Millennials’ confidence with their ability to perform duties/tasks – Select duties/tasks, percent difference vs all US Millennials, April 2017
Multiple content sources are changing the market landscape
Figure 2: Content and social media trends positively impacting Hispanic Millennials, percent difference vs all US Millennials, April 2017
The opportunities
Hispanic Millennials’ optimism about their future
Figure 3: Hispanic Millennials’ optimism about their future, percent difference vs all US Millennials, April 2017
The social and content aspects of the internet
Figure 4: Hispanic Millennials’ “must-have” online services – Select services, percent difference vs all US Millennials, April 2017
The need for trust
Figure 5: Hispanic Millennials’ sharing economy participation, by level of acculturation, April 2017
If you find them, they can listen
Figure 6: Hispanic Millennials’ attitudes toward advertising, indexed to all Millennials, October 2015-November 2016
What it means

HISPANIC MILLENNIALS – WHAT YOU NEED TO KNOW
More than one in four Hispanics are Millennials
The majority of Hispanic Millennials speak both English and Spanish
English is key for Hispanic Millennials to have access to better opportunities
The earlier arrival of children is one reason why Hispanic Millennials are bicultural

MARKET OVERVIEW
Understanding Hispanic Millennials is key to understanding the direction of the Hispanic market
Figure 7: Population, by Hispanic origin and generation share, 2017
Hispanic Millennials are not only bilingual, they are bicultural
Figure 8: Language Hispanic Millennials speak at home, October 2015-November 2016
Figure 9: Hispanics’ level of acculturation, by generation, April 2017
Fluency in English is opening opportunities for Hispanic Millennials
Figure 10: Self-reported household income, by Hispanic origin and language spoken at home, October 2015-November 2016
Hispanic Millennials have children earlier
Figure 11: Parent status, by Hispanic origin and age, October 2015-November 2016

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