The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - Asian Focus

The Hispanic Millennial Project

Wave 5: Media, Entertainment & Technology

ASIAN FOCUS

Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets

thinknowresearch.com/blog


#HMP5

The Hispanic Millennial Project is a joint research

study developed by integrated cross-cultural

advertising agency Sensis and market research firm

ThinkNow Research

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

ThinkNow Research

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 ResearchThinkNow 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.

Topics we have explored

• Introduction, Higher Education, & American Dream– The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful

differences between this group and other cohorts.

• Healthcare & Wellness– The 2nd wave focused on healthcare and explored attitudes and behaviors associated with health, diet, and

exercise, as well as health-related technology, insurance, and the Affordable Care Act.

• Financial Services & Wealth– The 3rd wave explored attitudes and opinions among Hispanic Millennials about money, saving, financial

well-being, and banking.

• Food, Beverage, & Alcohol– The 4th wave explored both the cultural impact and shopping behavior associated with food, beverage, and

alcohol consumption.

This 5th wave explores the impact of culture on the Millennial consumption of media,

technology, and entertainment.

8%

12%

19%

21%

24%

25%

26%

9%

12%

13%

14%

14%

14%

14%

4%

5%

7%

5%

5%

6%

6%

2%

2%

2%

2%

3%

4%

5%

78%

70%

60%

57%

54%

52%

50%

65 YEARS AND OVER

50 TO 64 YEARS

35 TO 49 YEARS

18 TO 34 YEARS

14 TO 17 YEARS

5 TO 13 YEARS

UNDER 5 YEARS

US RACE/ETHNICITY* BY AGE 2015

But Younger Americans are more likely to be Multicultural

Source: US Census: Projection 2015. *AA, Asian, Mixed and White in chart exclude Hispanic.

38% of US Population is Multicultural

Mixed Race & Other

Methodology

• ThinkNow Research conducted a nationwide online survey during June, 2015.

• A total of n=1,512 interviews were completed. Qualified respondents were segmented

into one of the following five segments.

• Respondents in each group were weighted to match US Census for gender, age and

US region.

Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials

Asian Millennials African-American Millennials

Origin Self-identify as Hispanic origin

Self-identify as Hispanic origin

Self-identify as White Non-Hispanicorigin*

Self-identify as Asian

Self-identify as African-American

Age 18 to 34 years of age

35 to 64 years of age




Base Size N=306 (Foreign Born: 91)

N=305 (Foreign Born: 95)

N=301 N=300 N=300

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:

*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

Profile of Asian Millennials

#HMP5

Asian Millennials Entertainment & Media

Tech, Gaming, & Advertising Asian Millennials

Why Is This Culturally Relevant?

Digital Product Usage

Asian Millennials over-index on ownership of common digital

products

92%

79%

63%59%

88%

82%

67%

56%

90%84%

73%

61%

85%

78%

63%

56%

Smart Phone Laptop Computer Tablet Desktop Computer

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African-American Millennials

Please rate how much you agree or disagree with the following statements. (Top 2 Box Agreement)

53%

41%

4%1%

53%

36%

9%

43%

52%

2% 1%

55%

37%

6%2%

Android iOS (Apple) Windows Blackberry

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials

iOS is easily the top operating system among Asian Millennial

smartphone users.

Letter indicates significance at 95% CL.Q2. Which operating system does your current mobile phone use?

Which operating system does your current mobile phone use?Base: Own a smartphone

15

Like other Millennials groups, Asians utilize their smart phone

for a wide variety of tasks

88%82% 79% 77% 75% 72%

87%

71%76% 74%

70% 67%

83%75% 78%

73%69%

65%

85%

74% 75%67% 67%

62%

Used a search enginelike Google or Yahoo

Listened to music Watched a video Sent a text to someoneyou know

Visited or used a socialnetworking site

Used an application or"App"


Which of the following activities have you done in the past 7 days on your mobile phone?

Social Media

2.72.6

2.2

2.6

Mean Number of Hours Per Day


4.3

3.84.1 4.3

Mean Number of Times Per Day

Asian Millennials spend an average of 2 hours a day on

social media – slightly less than the other groups.

Average Hours Spent on Social Media Per DayAverage No. of Times Use Cellphone to

Update/Check in With Social Media

18

Social networking apps are quite common among Millennials in general.

72%67%

70%66%

Social Networking


Which of the following kinds of Apps have you personally used in the last 7 days?

56% 57%

47%

57%

Always/Regularly comment or post online content


Like many other Millennials, Asians prefer to view other

people’s online content than to post their own.

55%

65% 65%59%

I prefer to view other people’s online content than I am to post my own.

Which of these statements best describes you?

20

Social media are most apt to influence Asian and Hispanic Millennials entertainment consumptionParticularly for movies and TV

17%

13%

16%

13%

From movie companies that I follow on social media (Facebook, Twitter,Instagram, etc.)


Which of the following sources would you say influence the movies you go watch at a theater?

24%

16%18% 18%

From networks that I follow on social media (Facebook, Twitter, Instagram,etc.)

Which of the following sources would you say influence the programs you watch?

TV Watching/Entertainment

34%37%

39%

32%

Proportion of Streaming TV


Asian Millennials are adapting the earliest to streaming TV

programming.

Proportion of All TV Hours Watched Per Method (Live vs. Streaming, etc.)

ABCD

ABCD

EE

E

23

How Will You Watch TV in the Near Future?Exclusively/Mostly Streaming

34%37%

50%

30%

Exclusively/Mostly Streaming

42% 40%

47%

Non-English programming

Total Asian Millennials US Born Foreign Born

Streaming non-English programming is common among

Asian Millennials - even those who are US born.

Have you streamed any non-English language programming in the past 30 days?

24

The ethnicity of an actor is relevant to both Asian and African-

American Millennials

If a new TV program has actors of the same ethnic background as you, what impact does this have on your interest level in seeing the program?

Top 2 Box

25

45%

58% 56%

Makes me much/somewhat more interested

Hispanic Millennials Asian Millennials African-American Millennials

Entertainment helps Foreign-Born Asian Millennials remain

connected to their culture

17%20%

26%

31%

Music you listen to Movies you watch

U.S.-Born Asian Millennials Foreign-Born Asian Millennials

How much of an influence would you say your culture/heritage is on each of the following?(Big Influence)

71%

61%

72%69%

Visit YouTube At Least Once a Day


YouTube is one of the most visited online platforms for Asian

Millennials.

27

Approximately how often do you access/use each of the following online platforms, if at all?

57%51%

67%

55%

YouTube


78%74%

82% 81%

YouTube

…. it is their go-to site for music and TV programming.

What are all the ways that you watch TV programming?

ABCD

ABCD

28

On which of the following services/ platforms do you listen to music?Base: Among Those Who Stream Music

67%

50%

26%

71%

42%

27%

73%

57%

29%

69%

38%

22%

Gaming Apps Weather Apps Fitness Apps


Asian Millennials are more likely to use gaming apps, as well

as apps for weather and fitness.

Which of the following kinds of Apps have you personally used in the last 7 days?

ABCD

ABCD

29

Similar to other Millennial groups, Asians stream music online

Which of these activities have you done online in the past 30 days?

71%

63% 65%

54%

Listened to streaming music online


There is a strong correlation between heritage and music

For all multicultural millennials

69%63% 62%

67%

Music you listen to


How much of an influence would you say your culture/heritage is on each of the following?(A big influence/Somewhat of an influence)

Similar to other Millennial groups, about 8-in-10 Asians reported playing video games in the past year

80% 83% 80% 81%

Played a video game in the past 12 months


Which of the following activities have you done in the past 12 months?

48%

32%

18%

3%

34%38%

22%

7%

48%

36%

13%

3%

38%33%

23%

6%

‘Casual’ video game player (only play a few games from time to time)

‘Core’ player (play more than a casual player, but not as much as a hardcore

player)

‘Hardcore’ player (frequent purchaser of games, spend a great deal of time playing)

‘Professional’ player (extremely serious about playing, participate in competitions,)


Asian and Hispanic Millennials are less serious about gaming

compared to NH Whites and African-Americans

Which of the following best describes you in regards to playing video games?Base: Video Game Players

33

Asian Millennials are by far the most likely to watch others play online

50%53%

68%

47%

Watched others play online


Which of the following activities have you done in the past 12 months?

Clear Dissonance between Asian cultural beliefs and other Millennials

Asian Millennials identify less with the American Dream than other groups

77%82%

69%

79%

60%

77%70%

73%

I believe that everyone can achieve their dreams if they try hardenough.

Everyone should have the freedom to pursue their dreams.


Please rate how much you agree or disagree with the following statements. Top 2 Box Agreement

…. and are less likely to believe in other themes

commonly expressed in American pop culture

77% 76%

68%64%

57%

78% 80%

71%66%

57%

71%74%

64%60%

48%

75% 75%69%

64%

55%

I believe that everyone shouldfollow their own path

Everyone deserves to be treatedequally

I believe that I have control over myfuture

I believe in happy endings Everything works out in the end


Please rate how much you agree or disagree with the following statements. (Top 2 Box Agreement)

Fastest growing ethnic group in the U.S. Highest earners, not as stressed about finances

Most pessimistic in believing that their dreams will come true

Are not heavy gamers who stick to casual formats on their mobile devices

Only group to be more likely to own an Apple vs. Android phone

Most likely to own laptops, tables and desktops Fastest group to cut the cable cord and adopt

streaming services

Asian Millennials

What’s Next

#HMP5

Groundbreaking research initiative on cross-cultural Gen Z segment

– The largest generational cohort alive in the U.S. (25% of

total pop)

– The last generation where Non-Hispanic Whites make up

the majority (at 53%)

Designed to understand Hispanic, African-American, Asian and general market Gen Z and their digital behavior

Millennials are so yesterday!

Gen Z Report

Gen Z defined:The generation born

between 1995 and 2010 (currently between the

ages of 4 and 20)

THANK YOU!


Partner

ThinkNow Research

@ThinkNowTweets

thinknowresearch.com/blog


#HMP5

The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - Asian Focus

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