Posts Tagged: millennials
Reaching the Hispanic Millennial Viewer
If you pause to survey the filmmaking and distribution landscape and suddenly wonder when everything changed, you're not alone. And barring an apocalypse, technology promises more change—and at a more rapid pace, to boot.
The changes are not only technological, but they're also demographic. The Millennial cohort is more mobile, technologically savvy and culturally diverse than its predecessors (just wait: the digital-native Generation Z right behind it is even more so across the board). Multicultural Millennials—and Hispanic Millennial viewers in particular—are challenging many of our long-held assumptions about how to tell a visual story (and the proof is in the ratings and ticket sales).
Hispanic Millennials are the single largest cohort in two of our most important media centers (Los Angeles and Miami). Filmmakers and brands alike covet this ascendant demographic, to varying degrees of success and frustration. So how can they be reached?
Mobile Entertainment
Hispanic Millennial viewers consume the plurality of their video entertainment through smartphones—and as smartphone penetration and 4G carriage continues to expand, this proportion will only increase.
Narrative formats that adapt to the reality that the mobile screen is the first screen will capture the Hispanic Millennial viewer's interest. Shorter form content—film shorts, mini-episodes, vignettes, music videos—meet the mobility and attention span demands of a generation untethered from programmed and structured television.
Interestingly, this attention span extends even to mobile advertising, where, according to a 2015 study by the Hispanic Millennial Project, this cohort is more receptive to brand messages on mobile platforms than are other cohorts, a critical factor as distributors try to augment advertising revenue from thinning broadcast viewership.
It's the What, Not the How or Where
This is not to suggest mobile is the only platform for Hispanic Millennials—far from it. If the content they are looking for is not available on one platform (e.g., television or YouTube), Hispanic Millennials will seek out the niche services that can deliver it (subscription services, streaming/over-the-top apps).
Optimism and Identity
Hispanic Millennial viewers are inherently optimistic about the future and their ability to impact it positively, even as they increasingly identify culturally with their ancestral country or region. This unique paradox—one foot seeking connection with the past while the other moves confidently toward the future—creates the backdrop for exploring complex narratives about self-identity, belonging and separateness.
The filmmaker or creative agency who is able to explore these narratives and convey them in a short format stands a good chance to recapture the viewership lost from more traditional media outlets.
Incidentally, this paradox is playing out around the world, as technology brings us closer together, economic mobility is increasingly widespread and entertainment becomes more globally produced and consumed. So chances are, the narrative that captivates the imagination of the Hispanic Millennial in the U.S. will find captivated audiences elsewhere.
Source: Published originally on Shootonline.com, Reaching the Hispanic Millennial Viewer, by Stephen Brooks, December 16, 2016.
Hispanic Millennials in the US Have Different Health Attitudes from Those in Latin America
Houston Chronicle wrote that the new study, dubbed “The Hispanic Millennial Study,” was unveiled in Houston, which cited several differences between Latinos born in the U.S. and those born abroad. For example, Latinos living in the U.S. had described health as a state of happiness, while the foreign-born Latinos defined the term as the absence of illness.
Hispanic millennials are the second largest Hispanic group residing in the U.S. The Hispanic Millennial Project is a joint study formed by ThinkNow Research and Sensis, which provided more insight on the group. The study showed that Latino millennials shop independently and tend to spend more money on groceries compared to other groups.
Based on the report, 66 percent of Hispanic millennials stated that their culture and background affect their purchasing habits to some extent, 85 percent believe that chicken is healthy, while 57 percent believe that sugar is healthy. 80 percent of Hispanic millennials use recipes, 74 percent do most or all of the grocery shopping for the home and 39 percent rarely or never use coupons. Hispanic millennials spend about $149 per week on groceries. 63 percent like to consume tequila and vodka, 51 percent prefer beer, while 38 percent prefer wine.
The report also showed that 56 percent of Hispanic millennials use both food and drinks to connect to their cultural roots. Hispanic millennials born abroad consume mass market food with the purpose of getting in touch with mainstream culture. Hispanics are not very fond of doing research and availing of coupons. Many who consume large amounts of beer also state that their habit is influenced by friends and culture. Latinos that earn well are less likely to pick foods that relate to their cultural heritage.
Hispanic millennials are also affected by health and finances. They are more likely than other groups to indicate when they are on a diet to shed weight, although they are not as cautious about their diet as before. They also find whole foods important, although they do not believe that processed food pose risks. 81 percent like home-cooked dishes, although 62 percent prefer eating out.
Overall, Hispanic millennials refer to themselves as “foodies.”
Source:Published originally on LatinPost.com. Hispanic Millennials in the US Have Different Health Attitudes from Those in Latin America, by Staff Writer, January29, 2016.
Millennial Latinos See Better Future, But Also Worry About It
The poll found that 87 percent of millennial Latinos are concerned that Social Security won't exist when they need it. It also found concern from about the same share of Latino millennials over having to help parents with health care and living expenses when they are older.
By contrast, 63 percent of Latinos 36 and older said they are worried about the availability of Social Security and 69 percent about caring for parents.
However, asked about how they'd be doing financially a year from now, 63 percent of millennials thought they'd be better off, while just 36 percent of the 36-and-older group expect financial improvement.
The poll, conducted by Latino Decisions for NCLR, surveyed 1,000 Latino registered voters about economic, health and political issues. The poll's margin of error is plus or minus 3 percentage points.
The poll included an oversample of millennial Latino registered voters. In a telephone news conference, Eric Rodriguez, an NCLR vice president, said the poll was intended to get more detailed views of Latinos on various issues of the election campaign.
"In spite a lot of the attention around the Latino vote (this election), we haven't seen an intentional or deep engagement with our community, particularly around issues," Rodriguez said.
"No one is really talking to our community and asking what's top of our mind … and what Latino voters are thinking at the dinner tables. What keep us up at night. What are our aspirations and what our thoughts about the future and those that we love.”
Studies have shown that once registered, Latinos have high voting rates. About 85 percent of millennial Latino voters said they definitely would vote, compared to 90 percent of Latino voters 36 and older.
Latinos are younger than the national population as a whole and about 44 percent of Latino eligible voters are millennials. The turnout rates for young Latinos overall, those registered and not registered, lag behind the turnout rates for black and white young voters.
Election preferences of the two groups were about the same, with 66 percent of millennial Latinos saying they'd vote for Clinton and 19 percent for Trump.
Seventy-three percent of Latinos 36 and older said they would vote for Clinton and 16 were voting for Trump.
However, 9 percent of millennials said they'd vote for a third party candidate, compared to 2 percent of 36 and older Latinos.
When asked to list the top economic issue the new Congress and president should address, both groups listed first the need to create more and better paying jobs.
But the second and third most mentioned issues for millennials were college affordability and student loan debt as well as an improvement of wages or raising the minimum wage, in that order.
For Latinos 36 and older, immigration reform was the second most mentioned issue, showing how that group sees a link between immigration and the economy. Third on the list was keeping the Social Security program strong.
"When people say that the economy is a priority issue, they do have very particular things that they're talking about," said Sylvia Manzano, a principal with Latino Decisions.
Manzano said despite portrayals of millennials as pessimistic, the poll showed that generally, that description doesn't apply to Latino millennials.
"There's not a lot of pessimism among any age group — but the degree to which the younger cohort thinks things will be better is quite dramatic," she said.
Source: Published originally on nbcnews.com Poll: Millennial Latinos See Better Future, But Also Worry About It, by Suzanne Gamboa, October 27, 2016.
Hispanic Millennials Seek a Cultural Connection at Grocery
This diversity is shifting their attitudes—71% of all Millennials say they appreciate the influence of other cultures on American way of life. It's also shaping their consumer habits—from brand loyalty and product purchasing to language and media usage.
To better understand how the influence of other cultures affects Millennial shopping habits, a recent Nielsen study focused on the largest Millennial multicultural group—Hispanic Millennials. This group makes up more than half multicultural Millennials (21% of the generation's total U.S. population). And some markets have an even higher concentration of young Hispanic consumers. For example, one quarter of Los Angeles' population is Millennial, and half these young consumers are Latino.
When it comes to grocery, Latino Millennials are true to their heritage, attracted by cultural touch stones of smell, taste and familiarity. At the national level, 61% of Hispanic Millennials say they've shopped at Hispanic supermarkets at least once over the past year. But while these young Latinos value their roots, they're also open to other cultures—22% have shopped at an Asian supermarket.
Language plays a big role in whether these young Latinos shop culturally specific stores. As would be expected, the majority of Spanish-dominant and bilingual Hispanic Millennials across the U.S. have shopped at Hispanic groceries. But almost half of English-dominant Hispanic Millennials have also visited these stores. Hispanic Millennials' desire to shop at Hispanic groceries stores—despite language barriers—also reflects this generation's openness to different cultures.
The Los Angeles (LA) market, in particular, illustrates the opportunity these attitudes present. In the city, the percentage of Latino Millennials shopping at Hispanic grocery chains jumps to 74%. And even more importantly, while 46% of LA Latino Millennials are English-dominant, almost 60% shop at Hispanic food stores. This is a testament to the sheer number of Latino stores in LA but also the draw and appeal of these stores.
While the value proposition for these stores is clear, such grocery options are not always available to them. At the national level, the No. 1 reason all Hispanics and the Millennial sub-segment give for not shopping at Hispanic grocers is the lack of nearby stores. Meanwhile, in LA, 36% of Hispanic Millennials say their main reason for not shopping at Hispanic grocers is because they can find their ethnic products in mainstream retailers.
In LA, mainstream retailers have taken note of the needs and desires of Latino Millennials and are responding with options that appeal to these young shoppers. Across the country, food stores overall—not just Hispanic grocers—have the same opportunity to attract shoppers in high density Latino neighborhoods by better understanding their needs and gearing their store's product offerings to satisfy these desires.
Methodology
The insights in this article were derived from “Shopping For My Culture,” a Nielsen Hispanic Grocery Survey. The survey was in field for three weeks (from 6/30/15 to 7/21/15) and achieved 3,307 responses, supporting the levels of analysis required for reporting. It included English-preferred, Spanish-preferred, and bilingual Hispanic households on the Nielsen Homescan Panel. The age range for Millennials is 18-34. Hispanic Grocery/Supermarket is a grocery supermarket that offers a substantial amount of products from Hispanic/Latin origin, carries Hispanic produce (fruits/vegetables), and may offer Latino bakery items, tortillas, Hispanic meat cuts or specialty products (horchata, batidos), as well as outlets also known as ethnic supermarkets.
Source: Published originally on Nielsen.com as Hispanic millennials seek a cultural connection at grocery by the editors of Nielsen, April 25, 2016
The nation’s Latino population is defined by its youth
Hispanics are the youngest major racial or ethnic group in the United States. About one-third, or 17.9 million, of the nation's Hispanic population is younger than 18, and about a quarter, or 14.6 million, of all Hispanics are Millennials (ages 18 to 33 in 2014), according to a Pew Research Center analysis of U.S. Census Bureau data. Altogether, nearly six-in-ten Hispanics are Millennials or younger.
By comparison, half of the black population and 46% of the U.S. Asian population are Millennials or younger. Among whites, the nation's oldest racial group, only about four-in-ten are Millennials or younger (39%).
The nation's Latino population has long been one of its youngest. In 2014, the most recent year for which data are available, the median age of Hispanics – 28 years – was well below that of the major racial groups and has been so since at least the 1980s. But as with the nation's population overall, the Hispanic population's median age has steadily risen since the 1980s, from 22 then to 28 in 2014, a significant change though still the smallest increase in median age among any major racial or ethnic group during that time period. For example, the median age among whites was 43 in 2014, up 12 years since 1980. Among Asians, the median age in 2014 was 36, up eight years since 1980. And for blacks, the median age has risen nine years since 1980 to 33 in 2014.
Looked at another way, the share of the Hispanic population under the age of 18 has decreased somewhat since 1980. Back in 1980, 40% of the nation's 14.8 million Latinos were under age 18, while among white non-Hispanics, that share was 26%. In 1990, 35% of the then 21.8 million Latinos living in the U.S. were under 18. That share remained stable through 2000, but had dropped to 32% as of 2014. Meanwhile, among whites, the share under age 18 stood at 19% in 2014.
For the nation's Hispanic population, youth is a defining characteristic. For example, among Hispanic eligible voters, 44% are Millennial Hispanics – the single largest cohort of Hispanic eligible voters. And among the nation's Millennials, Hispanics are a greater share than they are among all American adults – Hispanics make up 21% of all U.S. Millennials versus 15% of all adults in 2014.
Within the Hispanic adult population, Millennials stand out in a number of ways from older Hispanics, according to the Pew Research Center analysis. Millennials are currently much less likely to be immigrants and are more likely to speak English proficiently. They are also more likely than older generations to be of Mexican origin, reflecting the youth of the Mexican-origin population in the U.S.
Read the complete report here.
Source: Pew Hispanic Research Center, The Nation's Latino Population Is Defined by Its Youth, by Eileen Patten, April 20, 2016.