Monday, October 17, 2011

Death of the Hispanic adult demo as we know it

MIAMI, Oct. 16, 2011 -- TTr3s: MTV, Música y Más, the bilingual/bicultural network for Latinos in the U.S., unveils a new comprehensive research study coined Death of the Hispanic Adult Demo as We Know It, as part of the brand’s mission to continue providing insight on the rapidly growing Hispanic Millennial generation. Since 2007, Tr3s has been leading the market’s knowledge bank on this segment, surveying nearly 10,000 Latinos 14-34 to date. The latest study reveals the implications of US-born Hispanics now dominating the 18-29 adult demographic, which are estimated to make up 65% of this demo by 2015, revolutionizing the Hispanic adult demo as we know it. Key findings were presented by Nancy Tellet, SVP of Research for Tr3s at the 2011 AHAA conference in Miami.

"This research helps us understand the massive changes taking place within the Hispanic adult segments, especially 18-34s, as US-born Hispanic Millennials begin to dominate the 18-29 segment," said Nancy Tellet, SVP of Research for Viacom International Media Networks. "We need to develop strategies that consider this demo, to better serve the Hispanic market and deliver results."

METHODOLOGY

The Death of the Hispanic Adult Demo as We Know It study reflects a comprehensive, hybrid approach to the methodology that includes traditional, non-traditional and social media techniques. Resources include national online surveys, texting and Facebook interaction, as well as local focus groups and in-home studies in Los Angeles, New York and Houston.

KEY FINDINGS

- Hispanic Millennials respect parental authority, unlike many of their non-Hispanic Millennial counterparts. And they anticipate doing the same with their children (although maybe a little less strict).

- Hispanic Millennials are living at home even longer: Large majorities of 2nd generation Hispanic Millennials live at home. A combination of the recession, the "American" delayed marriage and kids life-cycle mentality, and already having a tendency as young Hispanics to live at home longer is a recipe for a long extended stay at home ... which includes collaborative sharing among many of the responsibilities and purchasing dynamics of the household.

- Hispanic Millennials prefer old-fashioned, real life romance. They have rejected the "passionless" contractual nature of "friends with benefits" and virtual pairing trends of many overall Millennials.

- Hispanic Millennials prefer brands, but are more "Brands with Benefits" than their 1st generation counterpart especially in the food and cleaning categories. Although, Hispanic Millennials overall still prefer brands over usage of store brands.

- Hispanic Millennials have adopted American open-mindedness. They can partner up on their own terms, when they want to, how they want to and with whom they want to (even partners of the same gender). Old rules no longer apply.

- Hispanic Millennials have VERY RELUCTANTLY adopted the American "Live to Work" mentality to achieve the long term achievement goals they and their parents have for them.

- Hispanic Millennials have become the tech police with their older family members. They feel that technology is their "Millennial turf" and TRY to control and dole out technology to family members by keeping it to the basics such as texting although they admit they often do not succeed.

- Life is tough ... but Hispanic Millennials are tougher. The recession has hit them hard and their destiny may be delayed a little, but their struggles are nowhere near the struggles their parents had to go through and they made it through just fine. They have faith in their own perseverance.

- Hispanic Millennials are stressed for success. They know they will get there, but it comes with a lot of stress. The stress comes from their parents who have told them it's their duty to succeed, from non-Hispanics who tell them they can’t succeed, from the economy which isn’t providing the jobs they have worked for and finally, for most of them, they are often the first in their family to take this path and there is no roadmap for success.

- Hispanic Millennials try to be and expect others to be authentic and "real". To them, 'authentic and real' is rooted in a rejection of elitist and hierarchical culture in favor of embracing working-class values. They appreciate straight talk, "warm" interacting over "cool" and many are choosing career paths that they describe as being healers, heroes and rescuers i.e. doctors, nurses, medical lab techs, police, soldiers, firemen, small business owners, animal rescuers, teachers, social workers, etc..

- Hispanic Millennials want to stand out and be noticed ... but in a normal way. They don't want to be remembered as the "person who dances on tables". They want to be "unique" but not a "freak".

About Tr3s: MTV, Música y Más
Tr3s: MTV, Música y Más, owned and operated by Viacom International Media Networks, a unit of Viacom Inc. (NYSE: VIA, VIA.B), reaches 6.1 million Hispanic TV households (45% of US Hispanic Total TV HH) and 34 million total TV households. The network’s programming embraces the trilogy of cultures that represents Latino life – Latin American plus American equals US Latino - through original productions, key acquisitions, and content from MTV Networks’ portfolio of entertainment brands. Tr3s embraces the key lifestyle aspects of Latino identity -- milestones, making it and music -- as well as social responsibility through its initiative “Agentes de Cambio”, which tackles issues that affect Latinos today. The network also taps into the growing number of Latinos that are digitally connected through

About Viacom International Media Networks (formerly MTV Networks International)
Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NYSE: VIA, VIA.B), is comprised of many of the world’s most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, non-premium Paramount Pictures branded channels, VH1, VIVA, MTVHD, TMF (The Music Factory), COLORS, Game One and Tr3s: MTV, Musicá y Mas, a channel for US Hispanic audiences. Viacom brands are seen globally in more than 600 million households in 160 territories and 34 languages via 166 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties.


SOURCE Tr3s Hispanic Millennial Study (Young Adult Millennials - 18-29)

SECONDARY SOURCES Simmons Winter 2011 12-month data

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