Post on 02-Jul-2015
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends
October 21, 2014 @JulieDiazAsper
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THE US POPULATION IS GETTING MORE HISPANIC
Sources: Pew, AHAA
54.1 million Hispanics
1 in 5 teens is of Hispanic decent
1 in 4 of US births are Hispanic
Every 30 seconds, a Hispanic turns
18 years old
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HISPANIC MILLENNIALS
Source: Experian, Pew
21 million Hispanic Millennials
55% US Born
21% of US
Millennial Population
18 to 34 year olds
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A LOOK AT ENTERTAINEMENT CONSUMPTION OF HISPANIC MILLENIAL
28% of respondents were Hispanic Millennials (367)
50% male/50% female
51% are parents
1,298 MILLENNIALS SURVEYED
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MUSIC IS THE TOP ENTERTAINMENT CATEGORY FOR HISPANIC MILLENNIALS
1 LISTENING TO MUSIC 77%
2 SOCIAL MEDIA 56%
3 WATCH VIDEOS/ TV/MOVIE
54%
4 PLAY GAMES 46%
5 WATCH SPORTS 44%
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TOP OVERALL ENTERTAINMENT CONSUMPTION
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
60% SPEND AT LEAST 3 HOURS A DAY ON ENTERTAINEMENT
5 Or More Hours 38%
More Than 3 To 5 Hours 22%
About 2 To 3 Hours 24%
Less Than 1 Hour 12%
Don’t Spend Much Time 4%
6 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
66% ONLY OR MOSTLY USE MOBILE DEVICES FOR ENTERTAINMENT
33%
Mobile Mostly 33%
Around 50% Mobile 18%
Only Sometimes On Mobile 12%
Rarely/Don’t Use Mobile 4%
Mobile Only
7 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
59% VIEW THEMSELVES AS HAVING UNIQUE, SOMEWHAT DIFFERENT TASTE THAN PEERS
My taste in music, movies, TV and games is __________________
37% A mix, some surprises on playlist
22% Unique, Even random
28% Don’t compare/NA
13% Like peers
8 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
68% FEEL BEING SELECTIVE IS MORE IMPORTANT THAN BEING FIRST
What’s more Important?
68% Being selective
32% Being First
9 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
46% SEARCH OUT NEW RELEASES AND ANOTHER 29% PAY ATTENTION TO NEW RELEASES ON SOCIAL
% THAT SEARCH OUT OR PAY ATTENTION TO NEW RELEASES
21% Constantly search
25% Once in awhile search
29% Notice /
pay attention on Social
14% Not really searching/
paying attention
10 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
SOCIAL PLAYS A BIG ROLE IN THE DISCOVERY OF NEW ENTERTAINMENT CONTENT
Seeing Trailers, Game Demo/Music Video On Social
48%
Friend(s)/family post a update/tweet
23%
A sponsored update from a YouTube or Vine Star
11%
6%
11%
A sponsored update from a blogger I follow
Other social Ad
Update from brand I like/follow
6%
11 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
ENTERTAINMENT IS A SOCIAL EXPERIENCE AND WHAT OTHERS WANT PLAYS A BIG ROLE
1 A GREAT TRAILER, DEMO, MUSIC VIDEO
2 MY KID/OTHER FAMILY WANTS TO WATCH/ PLAY/LISTEN
3 WHAT BY FRIENDS THINK
4 BUZZ ON SOCIAL SITES
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TOP MOTIVATORS FOR PURCHASES
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
65% SHARE ON SOCIAL WHEN THEY LOVE A NEW SONG, MOVIE, GAME, AND ETC.
SHARE WITH PERSONAL FRIENDS VIA SOCIAL SITES
48%
USE HASHTAGS AND @ TO SHARE WIDELY
FOLLOW/LIKE ARTIST/MOVIE/GAME ACCOUNTS
17%
23%
13 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
BUDGET AND PAYING BILLS TOP WAYS TO USE AN EXTRA $200. GOING TO THE MOVIES TOPPED THE FUN MONEY LIST
Pay Bills 58%
Save the Money
Go to a movie with a Special person
52%
40%
If you gave me $200, I would______________
Buy video game 23%
Buy concert tickets 20%
14 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
ONLY 23% SPEND ALL THEIR ENTERTAINMENT BUDGET ON THEMSELVES
My Special Someone/Spouse
36%
Other Family 28%
Friends 18%
Only Me 23%
56% of parents spend on their kid’s entertainment
15 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
HOLIDAYS, BIRTHDAYS AND OTHER OCCASIONS DRIVE ENTERTAINEMENT SPENDING
During the holidays 50%
On birthdays
Other celebration (Mother’s Day, graduation)
47%
27%
Monthly Going Out Budget 22%
Monthly Subscription Fees
ENTERTAINMENT SPENDING
15%
16 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
TOPPING THE HOLIDAY LIST IS NEW GADGETS
New Phone 38%
Gaming Console
A New TV
34%
31%
Computer 25%
Tablet
TOP OF THE HOLIDAY SHOPIING LIST
23%
17 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
MANY EXPECT TO KEEP THE SAME OR INCREASE THEIR LEVEL OF ENTERTAINMENT CONSUMPTION
TIME SPENT
FUTURE PLANS FOR ENTERTAINEMENT (within the next six months)
BUDGET SPENT
21% More
69% Same
10% Less
21% More
58% Same
20% Less
18 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014
TOP 10 IMPLICATIONS
LEAD WITH MOBILE
TRAILERS/DEMOS/MUSIC VIDEOS ARE KING
THINK OF ENTERTAINEMENT AS A GIFT ITEM
LOOK AT MUSIC AS A HOOK
BE READY FOR THE END OF DECEMBER DOWNLOADS
1
2
3
4
5
19 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
TOP IMPLICATIONS
MONITOR SOCIAL FOR TRENDS
IDENTIFY AND ENGAGE TOP INFLUENCERS
LOOK AT OPPORTUNITIES TO CREATE SOCIAL EXPERIENCES
MAKE IT EASY TO SHARE/SPREAD
TARGET PARENTS 6
7
8
9
10
20 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014
LET’S DISCUSS
21 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014