CORAL GABLES, Fla., Oct. 25, 2013 /PRNewswire-iReach/ — Hispanics currently make up 20% of the millennial population in the United States. This segment of the population moves seamlessly between their Hispanic and American life. They were raised living in a duality that other millennial consumers have not. Marketers need to take notice and include this segment in their marketing strategies.
Multicultural Insights, Inc. recently conducted a study to better understand the Hispanic Millennial consumer and their behavior across several product and service categories. A total of 800 interviews; 400 were conducted in the top markets with Hispanic consumers, between the ages of 18-34 and 400 with non-Hispanic consumers meeting the same specifications. The data was collected using a combination of in-person interviews, telephone and online interviews,
Despite being born (65%) in the United States and being perfectly comfortable living the American way of life, Hispanic Millennials have strong ties to their Hispanic roots. These Millennials are more likely to be spending time with family than are their non-Hispanic counterparts (63% vs. 39%).
“I look forward to spending time with my family. They are important to me and I look forward to my weekends when we are together”.
– – Los Angeles, Male, 31 years old
As part of spending time with those they love, Hispanic Millennials like to travel yearly – – 63% have traveled either internationally or domestically in the past year.
79% of Hispanic Millennials speak Spanish on a regular basis and believe it is important (97%) to hang on to their Hispanic culture and traditions.
“I may have been born here and call myself an American, but I’m also Mexican. I can be both…it is important for me to hold on to my Mexican traditions…I want to pass that on to my children. It is part of who I am. Of who my family was and is.”
– – Houston, Female, 24 years old
They recognize that they live hectic lives, running from one thing to the next (89%) and tend to shop for items or at places that fit into their lives and make their lives easier.They are just as likely as non-Hispanic Millennials to grab and eat a meal on the go (67% vs. 66%).
“I hate to admit it. But there are days that I am running from soccer practice to baseball practice and don’t have time to stop for dinner. I drive through a McDonald’s and the kids and I eat in the car going from one practice to the next…it is crazy!”
– – Miami, Female, 31 years old
Hispanic Millennials are plugged into and use technology.96% of Hispanic Millennials (vs. 88% non-Hispanic) reported owning a mobile phone and text on a regular basis (70% vs. 62% of non-Hispanic Millennials).Most Hispanic Millennials (76% vs. 70% of non-Hispanics) belong to a social network and use it to keep in touch with friends and family here and abroad.
“I’m always short on time, so I prefer to send a text…that way I don’t get stuck chit chatting for 20 minutes.”
– – New York, Female, 27 years old
Hispanic Millennials watch both English and Spanish language television programing, 55% and 44% respectively.
“I watch sitcoms in English and then tune into my Novelas in Spanish…the next day I discuss both with my friends”.
– – Houston, Female, 27 years old
Hispanic Millennials live hectic lives, always on the run, so they tend to purchase prodcuts and services that make their lives easier. This includes pre-packaged, easy-to-prepare foods such as bagged salad, frozen breakfast items, frozen pizza and chicken tenders.
“I always have a frozen pizza or chicken nuggets in the fridge, I prefer to serve real meals, but sometimes I just don’t have the time”.
– – Los Angeles, Female, 30 years old
Hispanic Millennials eat out not only for the dining experience but to spend quality time with friends and family (73% of Hispanic Millenials vs. 48% non-Hispanic Millennials)
“We go out to dinner every week…it’s a great time to catch up and spend time with each other after a hectic day.”
– – New York, Male, 29 years olds
Hispanic Millennials are wary of “healthy”, “low-calories”, “low fat” packaged foods, they tend to prefer fresh produce when eating healthy (32% vs. 28%)
“I try to stay away from all the low-fat, low calorie packaged foods. I think they are worse for you…all those preservatives and fake sugars. I rather just buy fresh, natural things…like fruits and vegetables.”
– – Miami, Female, 32 years old
Hispanic Millennials spend more per person on vacations than non-Hispanic Millennials ($802 vs. $725)
Multicultural Insight, Inc. is a full-service (qualitative and quantitative) research and consulting firm specializing in the multicultural segments. The firm’s institutional knowledge and experience, a combined 30-plus years in multicultural research, dates back to 1987. For more information on Multicultural Insights, Inc. visit www.multicultural-insights.com.
Contact:
Sylvia Vidal
Multicultural Insights, Inc.
250 Bird Road, Suite 302
Coral Gables, FL 33146
305-445-2211
Media Contact: Sylvia Vidal, Multicultural Insights, Inc., 305-445-2211, [email protected]
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