ThinkNow Research Hispanic Consumer Media Habits

Hispanic Consumer Media Habits

Results from

ThinkNow Research Omnibus Survey

August 2014

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.

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ThinkNow Research designed several studies to take the pulse of U.S. Hispanic Consumers. Themes that

recurred across studies were that U.S. Hispanics are

Very Optimistic About the Future

and value being

Surrounded by Friends and Family

Which manifests in a number of consumer behaviors. In the following slides we look at how

these values drive Hispanic Consumer Media Habits

3

Outline

Methodology

Key Findings

Population Facts

Conclusions

4

Methodology

Methodology

Method Results drawn from the ThinkNow Research Online Omnibus Survey unless otherwise noted.

Sample Size Hispanics: n=500Non-Hispanics: n=300

Screening Criteria

• Hispanics: self identify as Hispanic origin• Non-Hispanics: self identify as Non-Hispanic

origin• 18-64 years of age

Quotas/Weighting

Quotas:• Age bracket• Gender balance• Region• Primary language spoken at home (Hispanics

only)Some light weighting applied to balance samples to U.S. Census data with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing Multiple Waves, 2014

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Population Facts

Drawn from multiple sources.

US Population by Race and Ethnicity

12% 12% 12% 13%

9%13%

17%19%

4%

3%3%

2%

76%69%

63% 60%

4% 5% 6%African American

Asian

Hispanic

Other

White

Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. Size of Asian not available for 1990.

Whites will become a

minority by 2050

1990 2000 Today53 million Hispanics

2020 66 million Hispanics

(Projection)

8

33.236.1

27.7

42.6

9

2.7

3.1

3.5

2.5

On average, Hispanics are younger and have larger households compared to Non-Hispanics.

Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. 2000 Census data. 1990 Census data. Size of Asian Non-Hispanic not available for 1990.

African American

Asian Hispanic White

Mean Age Mean Household Size

African American

Asian Hispanic White

This translates into larger party sizes

when consuming

goods & services

Hispanic Mean Age and HH Size

“Biculturals” make up the biggest segment of the US Hispanic Population

Less25%

Bicultural45%

More30%

Acculturation Level

•ThinkNow Research uses an algorithm to segment Hispanic respondents into one of three acculturation groups. The variables used in the algorithm are:

• Number of years lived in the U.S.

• Language spoke in the home

• Language of media consumed

• Cultural affinity

ThinkNow Hispanic Omnibus Sample

More likely to:• Be born in the U.S.• Speak English only• Consume media in English only

More likely to:• Be born outside of U.S.• Speak Spanish only• Consume media in Spanish only

More Acculturated

Less Acculturated

Bicu

ltura

l

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% Hispanic Millennial/Total DMA Millennial Population

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

Los A

ngeles

New York

Houston

Chicago

Dallas-F

t. Worth

San Fr

ancisco

-Oakla

nd-San Jo

se

Miami-F

t. Lauderd

ale

Phoenix (Pre

scott)

San Antonio

Sacra

mento-Stock

ton-Modesto

Fresn

o-Visa

lia

San D

iego

Harlingen-W

eslaco

-Bro

wnsville

-McA

llen

Wash

ington, DC (H

agerstown)

Philadelphia

0%

20%

40%

60%

80%

100%

50%

28%41%

25%32% 31%

50%

33%

58%

32%

58%

35%

93%

18% 14%

% Hispani Millenia 2013l

In key DMAs, Hispanic Millennials already represent the majority

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Hispanics outspend overall consumers in such areas as food purchases, telephone

services, laundry and cleaning supplies and apparel & footwear among others.

Hispanics over-index in spending on entertainment mediums that appeal to younger demographics such as video-

game and music spending.

12

13

491

1004

1189

1607

“At $1.2 trillion, U.S. Hispanic purchasing power today is larger than the economies of all but 13 countries”

- Jeff Humphreys, director of the Selig Center.

2000 2010 2013 2018

Source: Selig Center for Economic Growth, University of Georgia, June 2013

1.2 Trillion

Hispanic Purchasing Power (In Billions)

Key Findings

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Without a positive, optimistic attitude no progress would be made in terms of starting new businesses, starting new families, or committing to big ticket purchases. Hispanic Millennials are a positive force in their generation and help move it towards the attainment of these goals.

15

Optimism

Non Hispanic

s

Hispanics

16

Hispanic Millennials Most Optimistic

Extremely Optimistic/Optimistic about the Future0%

10%

20%

30%

40%

50%

60%

70%

80%70%

52%

Hispanic Millennial Non-Hispanic Millennial

Satisfaction with where they currently are in life is 61% for Hispanic Millennial

vs. 50% for Non-Hispanic Millennials

17 Indicates higher/lower at a 95% confidence levelSource: ThinkNow Research Hispanic Omnibus Study – April 2014

Optimism About Economy

41%

25%

18%

14%

2%

37%38%

14%

9%

1%

2012-13 2013-14

37%38%

14%

9%

1%

27%

34%

28%

12%

0%

Hispanics non-Hispanics

Hispanics express more optimism about the U.S. economy compared to Non-Hispanics

Hispanics

Source: ThinkNow Research Omnibus Study: February 2014 & February 2013

Greater optimism about the economy correlates with spending

18 Indicates higher/lower at a 95% confidence level

• Hispanic Millennials continue to believe & be driven by the American Dream

71% of Hispanic Millennials believe in

the America Dream vs. 55% of Non Hispanic

Millennials

Hispanic Millennials & The American Dream

19

Hispanics have bigger families & social networks. They enjoy spending time together. Shopping, dining, gaming, vacationing and TV viewing are all communal activities.

20

Hispanics and Community

Family Unity and being Surrounded

by Friends and Family are top

Hispanic Cultural Values

21

Leisure Time Spent with Friends & Family

Playing a Team Sport0%

5%

10%

15%

20%

25%

30%25%

14%


Hiking

14%

23%


Corroborates close knit social

ties


Entertainment Activities

50%

53%

46%

44%

32%

30%

16%

Hispanics Non-Hispanics

54%

52%

49%

46%

36%

31%

22%

Go to the movies

Have cable/satellite TV

Watch YouTube Videos

Play video games

Visit theme parks

Have streaming video subscription

Go to bars/night clubs

Hispanics are more likely that Non-Hispanics to go to the movies, visit theme parks, and go to bars and night clubs.

23 Indicates higher/lower at a 95% confidence levelSource: ThinkNow Research Hispanic Omnibus Study – May 2014


34%40%

29%

35%

20%

13%

17%12%

Offline with others

Online with others

Offline by myself

Online by myself

Hispanic Gamers more Social than Non-Hispanics

In general, gamers play more often by themselves, either online or offline. Hispanics are most likely to play with others compared to

Non-Hispanics.

63%75%

37%25%


Who Do Hispanics Play Video Games With?

33%

30%

26%

13%

3%

7%

16%

35%


50%

35%

31%

23%

6%

14%

30%

22%

Hispanics twice as likely to play

online with strangers

Friends

My children

Spouse/Significant Other

Siblings

Parent

Other relatives

Online with people you don’t know

No one - play by myself

Hispanics play with friends most often, followed by children and significant other.


Texting & Updating Status/Checking Social Media

On average, Hispanics exchange text messages with more people on a day-to-day basis compared to Non-Hispanics.

None 1-2 3-4 5-6 7+0%

10%

20%

30%

40%

50%

60%

70%

80%

8%

36%34%

12%10%

23%

36%

26%

6%9%

HispanicsNon-Hispanics

Number of People Text With Per Day


MEAN 3.3 2.6

None 1-2 3-4 5-6 7+0%

10%

20%

30%

40%

50%

60%

70%

80%

11%

33%

21%

10%

25%

10%

34%

25%

9%

23%

HispanicsNon-Hispanics

Number of Times Use Cell Phone to Up-date Status or Check Social Media Sites


MEAN 4.0 3.6

26 Indicates higher/lower at a 95% confidence levelSource: ThinkNow Research Hispanic Omnibus Study –February

2014


76% 79%

8% 10%

8% 6%

4% --

2% 4%

-- --

2% 1%

Social Media Apps

Facebook

Twitter

Instagram

Google+

Pinterest

LinkedIn

Snapchat

96%

45%

44%

42%

36%

18%

17%

99%

61%

29%

45%

32%

18%

16%

Non-HispanicsHispanics

27

Social Networking Apps Used in Past 7 Days

Favorite Social Networking App

Source: ThinkNow Research Hispanic Omnibus Study –February 2014

Indicates higher/lower at a 95% confidence level

Hispanics use Mobile to Stay Connected While Shopping

Yes60%

No40%

Have you used your mobile phone to help them make decisions or obtain a discount?

When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their phone to help their friend or relative make decisions or obtain a

discount. Sixty percent also report that a friend or relative used their phone to help them.

Yes60%

No40%

Have they used their mobile phone to help you make decisions or obtain a discount?

28Source: ThinkNow Research Hispanic Omnibus Study – February 2014

Attitudes About Mobile Advertising

80%

57%

57%

51%

45%

44%

41%

81%

56%

52%

57%

42%

42%

38%


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Top 2 Box Agreement: Agree Completely/Somewhat

Advertisements on cell phones are annoying

I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs

Mobile phones provides me with useful information about bargains

I just want to use my cell phone to make and receive calls and don’t care about any other features

I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or Text Messages

Advertising on mobile phones provides me with useful information about new products and services

Advertising on mobile phones provides me with meaningful information about the product use of other consumers

Roughly 4-in-10 find mobile ads to be useful in

providing info about products/ services

Hispanics more likely to use mobile to look for

Bargains

Source: ThinkNow Research Hispanic Omnibus Study –February 2014

Indicates higher/lower at a 95% confidence level

All Hispanics Speak Spanish Bilingual Speak English0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

69% 75%60%

72%

31% 25%40%

28%

Binge Viewing Behavior

With someone else

By myself

Binge Viewing Alone vs. With Others

30

Bing Viewing of Television Shows is more Social among

Bilingual Hispanics

Indicates higher/lower at a 95% confidence levelSource: ThinkNow Research Hispanic Omnibus Study –February

2014

Live/when shows air

Netflix

Youtube

Recorded via a DVR

Hulu

Amazon Prime

DVD (Rented or Purchased)

Apple TV

Google TV

Other

32%

27%

13%

13%

5%

2%

2%

1%

1%

3%

46%

16%

4%

21%

3%

1%

5%

1%

1%

4%


Ways of Watching Television

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Methods Used Most Often to Watch TV

Watching television shows when they are broadcast is the most common method

reported for both Hispanics and non-Hispanics.

However, Hispanics are more

likely to watch via Netflix, YouTube or Amazon Prime

than Non-Hispanics.

Indicates higher/lower at a 95% confidence levelSource: ThinkNow Research Hispanic Omnibus Study –February

2014

Channels Watched in Past Week


ABC CBS FOX NBC Univision Telemundo The CW0%

20%

40%

60%

80%

100%

45%

37% 37%31%

26% 26%

16%

55%50%

40%45%

2% 2%

15%

Hispanics Non - Hispanics

Hispanics

<$50k $50k-$99k $100k>

ABC 40% 53% 56%

CBS 33% 42% 45%

FOX 34% 41% 43%

Univision 28% 23% 22%

Telemundo 28% 22% 23%

Hispanics under-index in all English language Broadcast

Television viewing except for the CW.

ABC

Fam

ily

Anim

al P

lane

t

Cartoo

n Net

...

Disney

Cha

... E!

ESPN

ESPN

Dep

o...

HBO MTV

Nicke

lode

on

Show

time

0%

10%

20%

30%

40%

50%

22%

20% 20%

16%14%

23%

10%

31%

18% 18%

12%

21%

16%

12%

9% 8%

24%

1%

22%

12% 12%

9%

Hispanics Non - Hispanics

Channels Watched in Past Week

Cable, however, gets Hispanic’s attention. Especially channels with

Family friendly fare.


NFL (National Football League)

NBA (National Basketball Association)

MLB (Major League Baseball)

FIFA (Soccer)

NCAA Football

NCAA Basketball

MLS (Major League Soccer)

NASCAR

NHL (National Hockey League)

Tennis

Golf

43%

33%

31%

28%

27%

24%

23%

19%

18%

18%

13%

48%

29%

33%

14%

32%

29%

13%

23%

22%

14%

17%

Non - Hispanics Hispanics

Sports Interested in Watching on TV

Hispanics over-index non-Hispanics in interest in watching the NBA, MLS, FIFA and

Tennis


English only

English mostly

Spanish and English equally

Spanish mostly

Spanish only

35%

25%

29%

8%

3%

27%

23%

36%

12%

3%

29%

17%

33%

15%

6%

33%

22%

27%

13%

6%

Language Preference by Media

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Language usage varies by type of content on media. Many Hispanics read online content in English but view Spanish language YouTube videos and stream Spanish

language music.

Source: ThinkNow Research Hispanic Omnibus Study.

Larger Party Sizes equals Greater Vacation Spending

Hispanics spend more than non-Hispanics across all income brackets, in part because they are more likely to fly and have larger families on

average.

All Hispanics <$50k Upscale ($50k-$99k)

Affluent ($100k+)

$2,359

$1,819

$2,623

$3,643

Average Spending on a Vacation within the U.S.

Total <$50k Upscale ($50K-$99K)

Affluent (100K+)

$2,359

$1,819

$2,623

$3,643

$2,006

$1,517

$1,981

$2,798

Average Spending per Vacation

Hispanics (D) Non-Hispanics (E)


Conclusions

SOCIAL

YOUNGER

o Hispanics are more socially connected

o Hispanics over-index on entertainment

spending

o Each Hispanic consumer that has a positive

experience with your brand has the potential

to introduce it to their social network

o Family friendly entertainment does best with

this group

o Media often consumed bilingually

o Size of the U.S. Hispanic market will continue

to grow

OPTIMISTIC

Quantitative ResearchCarlos Yanez 818-843-0220 [email protected]

Qualitative ResearchJairo Moncada818-843-0220 [email protected]

PanelGus Peña818-843-0220 [email protected]

Contact Info:

CorporateMario X. CarrascoPartner 818-843-0220 [email protected]

Roy Eduardo KokoyachukPartner818-843-0220 [email protected]

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ThinkNow Research Hispanic Consumer Media Habits

Marketing

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