Hispanic Millennial ProjectWave 1 Research Preview

Hispanicize 2014

2014April 2,

2Overview

• Introduction

• Why Hispanic Millennials

• The Hispanic Millennial Project Overview

• Comparing Hispanic Millennials

• Emerging Themes & Insights

• What’s Next

3Jose R. Villa

President / Senior

Strategist

Sensis

Mario X. Carrasco

Partner

ThinkNow Research

@jrvilla

/in/JoseVilla

ThinkMulticultural.com

@marioxcarrasco

/in/MarioXCarrasco

ThinkNowResearch.com/blog

SensisBureau.com

Introduction

5

Online PanelOver 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

ResearchFortune 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.

6BACKGROUND

• Advertising & digital agency

• 43 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

Why Hispanic Millennials?

8Hispanic Population by Generation

0%

4%

17%

20%

25%

33%

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

(Hispanic)Greatest Generation

Silent Generation (Hispanic)

Baby Boomers (Hispanic)

Generation X (Hispanic)

Generation Y (Hispanic millennials)

Generation Z (Hispanic)

2013 Hispanic population by Generation

2013

Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series

921% of all Millennials are Hispanic…

and will reach 23% by the year 2020

Source: Geoscape, American Marketspace, 2013

10In key DMAs, Hispanic Millennials already represent the majority

Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population

50%

28%

41%

25%32% 31%

50%

33%

58%

32%

58%

35%

93%

18% 14%

0%10%20%30%40%50%60%70%80%90%

100%

% HISPANIC MILLENNIAL/TOTAL DMA MILLENNIAL POPULATION

% Hispani Millenia 2013l

11Non-traditional markets will witness the fastest growth in the next 5 years

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

12Inevitably, they will become imperative to future household growth …

Source: Geoscape, American Marketscape DataStream™ 2013 Series, Household growth by ethnicity.2013-2018

6.14%

3.01%

16.79%

15.66%

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%

Black Households

White Households

Asian Households

Hispanic Households

2013-2018

% GROWTH

13Yet 44% of Hispanic Millennials are foreign-born

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

14

To dig deeper into segmentation, points of

tension, and difference between U.S.-born vs.

foreign born.

Why another Hispanic millennial research study?

The Hispanic Millennial Project

Overview

16The Hispanic Millennial Project is a joint

research study developed by cross-cultural

advertising agency Sensis and leading market

research firm ThinkNow Research.

17 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

www.HispanicMillennialProject.co

m

Introducing the Hispanic Millennial

Project

18

Research Methodology

19Research Methodology

• ThinkNow Research conducted a nationwide online survey between March 14-19, 2014.

• A total of n=900 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 US Census for gender, age and US 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=300 N=300 N=300

20Acronyms

• “HM” = Hispanic Millennials

• “FHM” = Foreign-born Hispanic Millennials

• “UHM” = U.S. Born Hispanic Millennials

• “NHM” = non-Hispanic Millennials

• “H35+” = Hispanics 35-64

• “FH35+” = Foreign-born Hispanics 35-64

• “UH35+” = U.S. born Hispanics 35-64

Comparing Hispanic Millennials

22

Hispanic Millennials

vs. Hispanic 35+

23Hispanic Millennials vs. Hispanic 35+

24Hispanic Millennials vs. Hispanic 35+

25

Hispanic Millennials

vs. Non-Hispanic Millennials

26Hispanic Millennials vs. Non-Hispanic Millennials

27Hispanic Millennials vs. Non-Hispanic Millennials

28Hispanic Millennials vs. Non-Hispanic Millennials

29

U.S. born Hispanic Millennials

vs. Foreign-born Hispanic Millennials

30U.S. Born vs. Foreign-born Hispanic Millennials

31U.S. Born vs. Foreign-born Hispanic Millennials

Emerging Themes & Insights

33

Hispanic Millennials (particularly foreign-born) are much more

optimistic

34

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

HM’s are more satisfied with the direction of US

compared to NHMs

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

35

Hispanic Millennials continue to believe & be driven by the American

Dream

36Hispanic Millennials believe much more in the “American dream” vs. Non HispanicsThe “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

37For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. Non-Hispanics

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

38

Hispanic Millennials have different

perceptions of success

39Hispanic 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

40Hispanic 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

41

Heightened importance of higher education

42

Graduating from a 4-year college is a goal for

46% of Hispanics Millennials compared to only

31% of non-Hispanic millennials

A Future Goal

43

Graduating from a 4-year college is a strong

indicator of success 50% of foreign-born

Hispanic millennials

Indicator of Success

44

Foreign Born Millennials- the forgotten segment

45Foreign-born Hispanic Millennials the most interested in fitting in with the mainstreamI 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

46Religion plays a significant role in the life of FHMsReligion 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

47Foreign-born Hispanic Millennials are still heavy Spanish language media consumers

What language do you normally consume media? (TV, radio, internet, & magazines)

9% 9% 9%

3%

12%

40% 40%39%

32%

43%

16%

19%

7%

31%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

HispanicMillennials

----------

HispanicMillennials

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

HispanicMillennials

ForeignBorn

----------

Hispanic35-64 US

Born----------

Hispanic35-64

ForeignBorn

----------

Spanish only

Spanish mostly

Spanish and English equally

English mostly

English only

48

Re-evaluating the decision maker in the Hispanic household

49Many 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----------

50

Hispanic Millennials: entrepreneurial at heart

51

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

52

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

What’s Next

54Next Phases of our ResearchMultiple Waves

• Healthcare - Behaviors, Motivations, and Attitudes

• Segmentation

• Banking / Financial Service Behavior

• Points of Tension

55Sign-up for the full reports @

www.HispanicMillennialProject.com

… and follow-us on Twitter

@HispMillennial

56Contact

Jose Villa Mario X. Carrasco

(213) 861-7434 (818) 843-0220jrvilla@sensisagency.com mario@thinknowresearch.com