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Hispanic Millennials - US - February 2015

“Hispanic Millennials are a significant and coveted market. In any typical day, they are bombarded with ads and many other things that fight for their attention. To improve the odds of getting noticed, it is important for marketers to learn as much as they can about Hispanic Millennials to be able to gain relevance by connecting with them in culture.”
– Juan Ruiz, Senior Multicultural Analyst

This report looks at the following areas:

  • Reinforcing all the positives that Hispanic Millennials see in themselves
  • Communicating rather than just telling
  • Emphasizing quality and affordability

With 16.5 million people, the Hispanic Millennial generation accounts for a significant share of the Hispanic population. They see themselves drastically different from common Millennial’s stereotypes. They have a positive view about the future but are conscious of the challenges ahead and that life is full of surprises. Acculturation still matters, as Hispanic Millennials tend to gravitate toward people in their same level of acculturation when they have a choice. Cultural checks and balances remain in place to keep the majority of Hispanic Millennials bicultural. The importance that this generation gives to maintaining their Hispanic culture and heritage hints that they will continue taking proactive actions toward instilling Hispanic values and traditions in younger generations.

This report offers an overview of Hispanic Millennials and examines, devices they use to access the internet, and how Hispanic Millennials see themselves compared to Millennials in general and stereotypes that others may have. It also offers a look into the social life of Hispanic Millennials and with whom they spend most of their time when they are at home, outside home, or at work. In terms of attitudes, the report includes Hispanic Millennials’ attitudes toward Hispanic culture, family, and parenting. Thinking about their perspective toward the future, in addition to attitudes, there are sections that go over their goals, aspirations, and main concerns. It also covers how Hispanic Millennials relate to brands, what they look for in them, as well as attitudes toward shopping and advertising.

This report compares findings by key demographics including age, gender, household income, language spoken at home, level of acculturation, and country of birth (US-born versus foreign born), where applicable.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer qualitative research
              • Terms
                • Acculturation
                • Executive Summary

                    • Millennials account for nearly one third of the Hispanic population
                      • Figure 1: Population by Hispanic origin and generation share, 2015
                    • Biculturalism and education key to closing income gap
                      • Figure 2: Median household income for households, by race/Hispanic origin of householder, 2013
                    • Hispanics use multiple devices to access the internet
                      • Figure 3: Average number of devices Hispanic Millennials use to access the internet, by household income, December 2014
                    • Hispanic Millennials are Hispanic first, Millennials second
                      • Figure 4: Hispanic Millennials' attitudes toward culture – Any agree, by level of acculturation, December 2014
                    • Millennial stereotypes don’t apply to Hispanic Millennials
                      • Figure 5: Correspondence Analysis - Hispanic Millennials’ perceptions, December 2014
                    • Hispanic Millennials gravitate toward people like them
                      • Figure 6: People Hispanic Millennials spend time with, by level of acculturation, December 2014
                    • Younger Millennial women welcome parental advice
                      • Figure 7: Hispanic Millennials' attitudes toward family, by gender and age, December 2014
                    • Hispanic Millennials have the will to overcome obstacles
                      • Figure 8: Hispanic Millennials’ attitudes toward life, December 2014
                    • Millennial Hispanics prioritize personal goals over material goals
                      • Figure 9: Hispanic Millennials' personal goals and aspirations, December 2014
                    • Hispanic Millennials very concerned mainly about things that affect them directly or hit close to home
                      • Figure 10: Hispanic Millennials' concerns – Very concerned, by household income, December 2014
                    • Hispanic Millennials look for quality and affordability
                      • Figure 11: Appealing brand qualities, December 2014
                    • What we think
                    • Issues and Insights

                        • Reinforcing all the positives that Hispanic Millennials see in themselves
                          • The issues
                            • The implications
                              • Communicating rather than just telling
                                • The issues
                                  • The implications
                                    • Emphasizing quality and affordability
                                      • The issues
                                        • The implications
                                        • Trend Application

                                            • Trend: Prepare for the Worst
                                              • Trend: Giving Back
                                                • Trend: Immaterial World
                                                • Hispanic Millennials by the Numbers

                                                  • Key points
                                                    • Millennials account for nearly one third of the Hispanic population
                                                      • Figure 12: Population by Hispanic origin and generation share, 2015
                                                    • More than one in five Millennials are of Hispanic origin
                                                      • Figure 13: Hispanic share of US population, by generation, 2015
                                                    • Hispanic Millennials’ median household income is close to total Hispanics’ median household income
                                                      • Figure 14: Median household income for households headed by Hispanics, by age of householder, 2013
                                                    • The income gap between Hispanics and non-Hispanic Whites forms very early
                                                      • Figure 15: Median household income for households, by race/ Hispanic origin of householder, 2013
                                                  • Hispanic Millennials and Internet Access

                                                    • Key points
                                                      • Hispanics use multiple devices to access the internet
                                                          • Figure 16: Devices used to access the internet, by household income, December 2014
                                                        • More acculturated Hispanics use more devices on average
                                                          • Figure 17: Devices used to access the internet, by level of acculturation, December 2014
                                                      • Innovations and Innovators

                                                          • Sling Television
                                                            • Apple Watch
                                                              • Under Armour (UA) Record
                                                              • Marketing Strategies

                                                                  • Theme: Making fun of stereotypes
                                                                    • Honda’s “#UnBuenFit” campaign satirizes ad industry stereotypes
                                                                      • Figure 18: Honda, “#UnBuenFit - Discover the All-New 2015 Honda Fit with Felipe Esparza (English),” June 2014
                                                                    • Theme: That’s me, too!
                                                                      • AT&T’s “The Mobile Movement” campaign celebrates bicultural Hispanics
                                                                        • Theme: Connecting with Hispanics through their food
                                                                          • General Mills’ shares the experience of Hispanic women through ‘Celebro lo Rico’ web series
                                                                            • Figure 19: General Mills, “Celebra Lo Rico: Episode 1 | Las blogueras de Qué Rica Vida,” January 2015
                                                                          • Theme: Connecting with Hispanics through their traditions
                                                                            • JCPenney’s ‘The Gift of New Traditions’ web series gives insight into Hispanic celebrations
                                                                            • Hispanic Millennials’ Generational and Self-perceptions

                                                                              • Key points
                                                                                • A self-evaluation
                                                                                  • Correspondence analysis
                                                                                    • Methodology
                                                                                      • Hispanic Millennials see themselves drastically different from typical stereotypes about Millennials
                                                                                        • Figure 20: Correspondence Analysis, December 2014
                                                                                        • Figure 21: Millennial perception, February 2015
                                                                                    • Hispanic Millennials’ Cultural Connection

                                                                                      • Key points
                                                                                        • Hispanic Millennials are Hispanic first, Millennials second
                                                                                          • Figure 22: Hispanic Millennials' attitudes toward culture – Any agree, by level of acculturation, December 2014
                                                                                        • Level of acculturation influences whom Hispanics spend more time with
                                                                                          • When given a choice, unacculturated Hispanic Millennials gravitate toward others like them
                                                                                            • Figure 23: People unacculturated Hispanic Millennials spend time with, December 2014
                                                                                          • Hispanic culture remains strong at home for bicultural Hispanic Millennials
                                                                                            • Figure 24: People bicultural Hispanic Millennials spend time with, December 2014
                                                                                          • Acculturated Hispanic Millennials live in an English-language world
                                                                                            • Figure 25: People acculturated Hispanic Millennials spend time with, December 2014
                                                                                        • Hispanic Millennials’ Attitudes Toward Family and Parenting

                                                                                          • Key points
                                                                                            • Hispanic Millennial women key to passing Hispanic culture to next generations
                                                                                              • Figure 26: Hispanic Millennials' attitudes toward Hispanic values, by gender, December 2014
                                                                                            • Staying in touch with family and friends important regardless of level of acculturation
                                                                                              • Figure 27: Hispanic Millennials' attitudes toward Hispanic values, by level of acculturation, December 2014
                                                                                            • Younger Hispanic Millennial women likely to rely on advice of parents or elders
                                                                                              • Figure 28: Hispanic Millennials' attitudes toward family, by gender and age, December 2014
                                                                                            • Younger Millennial women welcome parental advice
                                                                                              • Figure 29: Hispanic Millennials' attitudes toward family, by gender and age, December 2014
                                                                                          • Hispanic Millennials’ Outlook on Life

                                                                                            • Key points
                                                                                              • For Hispanic Millennials life is full of surprises
                                                                                                • Figure 30: Hispanic Millennials' attitudes toward life and the future, by household income, December 2014
                                                                                              • Money doesn’t mean happiness
                                                                                                • Figure 31: Hispanic Millennials’ attitudes toward life, by household income, December 2014
                                                                                              • Hispanic Millennials’ definition of obstacles may be different depending on their level of acculturation
                                                                                                • Figure 32: Hispanic Millennials’ attitudes toward life, by level of acculturation, December 2014
                                                                                              • Hispanic Millennials look at the future with past experiences in mind
                                                                                                • Figure 33: Hispanic Millennial' attitudes toward finance – Any agree, by household income, December 2014
                                                                                            • Hispanic Millennials' Goals and Aspirations

                                                                                              • Key points
                                                                                                • Millennial Hispanic men more cautious than Millennial Hispanic women in establishing personal goals
                                                                                                  • Figure 34: Hispanic Millennials' personal goals and aspirations, by gender and age, December 2014
                                                                                                • Travel a top aspiration among unacculturated Hispanic Millennials
                                                                                                  • Figure 35: Hispanic Millennials' personal goals and aspirations, by level of acculturation, December 2014
                                                                                                • Less-affluent Hispanics more likely to feel the need of a change
                                                                                                  • Figure 36: Hispanic Millennials' career goals and aspirations, by household income, December 2014
                                                                                                • Unacculturated and bicultural Millennial Hispanics more likely to aim to own a business
                                                                                                  • Figure 37: Hispanic Millennials' career goals and aspirations, by level of acculturation, December 2014
                                                                                              • Hispanic Millennials' Main Concerns

                                                                                                • Key points
                                                                                                  • Hispanic Millennials concerned about things that affect them directly and some they watch in the news
                                                                                                      • Figure 38: Hispanic Millennials' concerns – Very concerned, by household income, December 2014
                                                                                                    • Financial concerns common across Millennial Hispanics of all levels of acculturation
                                                                                                      • Figure 39: Hispanic Millennials' concerns – Very concerned, by level of acculturation, December 2014
                                                                                                    • Chances for some racial tension increase with income
                                                                                                      • Figure 40: Hispanic Millennials' views on discrimination – Any agree, by household income, December 2014
                                                                                                    • Living between both cultures bicultural Hispanic Millennials more likely to have to suppress one
                                                                                                      • Figure 41: Hispanic Millennials' views on discrimination – Any agree, by level of acculturation, December 2014
                                                                                                  • Appealing Brand Qualities and Hispanic Millennials’ Attitudes toward Shopping and Advertising

                                                                                                    • Key points
                                                                                                      • When deciding what to purchase, Hispanic Millennials look for quality and affordability
                                                                                                        • Figure 42: Appealing brand qualities, by level of acculturation, December 2014
                                                                                                      • Hispanic Millennials look for recommendations as their household income increases
                                                                                                        • Figure 43: Attitudes toward shopping – Any agree, by household income, December 2014
                                                                                                      • Humor and celebrities increase awareness
                                                                                                        • Figure 44: Attitudes toward advertising – Any agree, by household income, December 2014
                                                                                                    • Acculturation

                                                                                                        • What is acculturation?
                                                                                                          • Figure 45: Acculturation diagram
                                                                                                          • Figure 46: Variables that affect acculturation
                                                                                                        • Why is level of acculturation important?
                                                                                                          • Levels of acculturation
                                                                                                            • Figure 47: Characteristics of primary acculturation levels
                                                                                                          • What is retroacculturation?
                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                            • How Hispanic Millennials see themselves
                                                                                                              • Figure 48: How Hispanic Millennials see themselves, by gender, December 2014
                                                                                                              • Figure 49: How Hispanic Millennials see themselves, by age, December 2014
                                                                                                              • Figure 50: How Hispanic Millennials see themselves, by household income, December 2014
                                                                                                              • Figure 51: How Hispanic Millennials see themselves, by language spoken in home, December 2014
                                                                                                              • Figure 52: How Hispanic Millennials see themselves, by country of birth, December 2014
                                                                                                            • Hispanic Millennials' attitudes toward culture
                                                                                                              • Figure 53: Hispanic Millennials' attitudes toward culture – Any agree, by gender, December 2014
                                                                                                              • Figure 54: Hispanic Millennials' attitudes toward culture – Any agree, by age, December 2014
                                                                                                              • Figure 55: Hispanic Millennials' attitudes toward culture – Any agree, by household income, December 2014
                                                                                                              • Figure 56: Hispanic Millennials' attitudes toward culture – Any agree, by language spoken in home, December 2014
                                                                                                              • Figure 57: Hispanic Millennials' attitudes toward culture – Any agree, by country of birth, December 2014
                                                                                                            • Hispanic Millennials’ attitudes toward family and Hispanic culture
                                                                                                              • The importance of being close to their culture
                                                                                                                • Figure 58: Hispanic Millennials' attitudes toward Hispanic values, by age, December 2014
                                                                                                                • Figure 59: Hispanic Millennials' attitudes toward Hispanic values, by household income, December 2014
                                                                                                                • Figure 60: Hispanic Millennials' attitudes toward Hispanic values, by language spoken in home, December 2014
                                                                                                                • Figure 61: Hispanic Millennials' attitudes toward Hispanic values, by country of birth, December 2014
                                                                                                              • Attitudes toward family
                                                                                                                • Figure 62: Hispanic Millennials' attitudes toward family, by gender, December 2014
                                                                                                                • Figure 63: Hispanic Millennials' attitudes toward family, by age, December 2014
                                                                                                                • Figure 64: Hispanic Millennials' attitudes toward family, by household income, December 2014
                                                                                                                • Figure 65: Hispanic Millennials' attitudes toward family, by language spoken in home, December 2014
                                                                                                                • Figure 66: Hispanic Millennials' attitudes toward family, by level of acculturation, December 2014
                                                                                                                • Figure 67: Hispanic Millennials' attitudes toward family, by country of birth, December 2014
                                                                                                              • Attitudes toward parenting
                                                                                                                • Figure 68: Hispanic Millennials' attitudes toward parenting, by gender, December 2014
                                                                                                                • Figure 69: Hispanic Millennials' attitudes toward parenting, by age, December 2014
                                                                                                                • Figure 70: Hispanic Millennials' attitudes toward parenting, by household income, December 2014
                                                                                                                • Figure 71: Hispanic Millennials' attitudes toward parenting, by language spoken in home, December 2014
                                                                                                                • Figure 72: Hispanic Millennials' attitudes toward parenting, by level of acculturation, December 2014
                                                                                                                • Figure 73: Hispanic Millennials' attitudes toward parenting, by country of birth, December 2014
                                                                                                              • Hispanic Millennials’ attitudes toward the future
                                                                                                                • Figure 74: Hispanic Millennials' attitudes toward life and the future, by gender, December 2014
                                                                                                                • Figure 75: Hispanic Millennials' attitudes toward life and the future, by age, December 2014
                                                                                                                • Figure 76: Hispanic Millennials' attitudes toward life and the future, by language spoken in home, December 2014
                                                                                                                • Figure 77: Hispanic Millennials' attitudes toward life and the future, by level of acculturation, December 2014
                                                                                                                • Figure 78: Hispanic Millennials' attitudes toward life and the future, by country of birth, December 2014
                                                                                                                • Figure 79: Hispanic Millennials’ attitudes toward life, by gender, December 2014
                                                                                                                • Figure 80: Hispanic Millennials’ attitudes toward life, by age, December 2014
                                                                                                                • Figure 81: Hispanic Millennials’ attitudes toward life, by language spoken in home, December 2014
                                                                                                                • Figure 82: Hispanic Millennials’ attitudes toward life, by country of birth, December 2014
                                                                                                              • Hispanic Millennials' attitudes toward finance
                                                                                                                • Figure 83: Hispanic Millennial' attitudes toward finance – Any agree, by gender, December 2014
                                                                                                                • Figure 84: Hispanic Millennial' attitudes toward finance – Any agree, by age, December 2014
                                                                                                                • Figure 85: Hispanic Millennial' attitudes toward finance – Any agree, by language spoken in home, December 2014
                                                                                                                • Figure 86: Hispanic Millennial' attitudes toward finance – Any agree, by level of acculturation, December 2014
                                                                                                                • Figure 87: Hispanic Millennial' attitudes toward finance – Any agree, by country of birth, December 2014
                                                                                                              • Hispanic Millennials' goals and aspirations
                                                                                                                • Personal goals
                                                                                                                  • Figure 88: Hispanic Millennials' personal goals and aspirations, by gender, December 2014
                                                                                                                  • Figure 89: Hispanic Millennials' personal goals and aspirations, by age, December 2014
                                                                                                                  • Figure 90: Hispanic Millennials' personal goals and aspirations, by household income, December 2014
                                                                                                                  • Figure 91: Hispanic Millennials' personal goals and aspirations, by language spoken in home, December 2014
                                                                                                                  • Figure 92: Hispanic Millennials' personal goals and aspirations, by level of acculturation, December 2014
                                                                                                                  • Figure 93: Hispanic Millennials' personal goals and aspirations, by country of birth, December 2014
                                                                                                                • Career goals
                                                                                                                  • Figure 94: Hispanic Millennials' career goals and aspirations, by gender, December 2014
                                                                                                                  • Figure 95: Hispanic Millennials' career goals and aspirations, by age, December 2014
                                                                                                                  • Figure 96: Hispanic Millennials' career goals and aspirations, by language spoken in home, December 2014
                                                                                                                  • Figure 97: Hispanic Millennials' career goals and aspirations, by country of birth, December 2014
                                                                                                                • Hispanic Millennials' main concerns
                                                                                                                  • Main concerns
                                                                                                                    • Figure 98: Hispanic Millennials' concerns – Very concerned, by gender, December 2014
                                                                                                                    • Figure 99: Hispanic Millennials' concerns – Very concerned, by age, December 2014
                                                                                                                    • Figure 100: Hispanic Millennials' concerns – Very concerned, by language spoken in home, December 2014
                                                                                                                    • Figure 101: Hispanic Millennials' concerns – Very concerned, by country of birth, December 2014
                                                                                                                  • Views on discrimination
                                                                                                                    • Figure 102: Hispanic Millennials' views on discrimination – Any agree, by gender, December 2014
                                                                                                                    • Figure 103: Hispanic Millennials' views on discrimination – Any agree, by age, December 2014
                                                                                                                    • Figure 104: Hispanic Millennials' views on discrimination – Any agree, by language spoken in home, December 2014
                                                                                                                    • Figure 105: Hispanic Millennials' views on discrimination – Any agree, by country of birth, December 2014
                                                                                                                  • Hispanic Millennials and brands
                                                                                                                    • What they look for in brands
                                                                                                                      • Figure 106: Appealing brand qualities, by gender, December 2014
                                                                                                                      • Figure 107: Appealing brand qualities, by age, December 2014
                                                                                                                      • Figure 108: Appealing brand qualities, by household income, December 2014
                                                                                                                      • Figure 109: Appealing brand qualities, by language spoken in home, December 2014
                                                                                                                      • Figure 110: Appealing brand qualities, by country of birth, December 2014
                                                                                                                    • Attitudes toward shopping
                                                                                                                      • Figure 111: Attitudes toward shopping – Any agree, by gender, December 2014
                                                                                                                      • Figure 112: Attitudes toward shopping – Any agree, by age, December 2014
                                                                                                                      • Figure 113: Attitudes toward shopping – Any agree, by language spoken in home, December 2014
                                                                                                                      • Figure 114: Attitudes toward shopping – Any agree, by level of acculturation, December 2014
                                                                                                                      • Figure 115: Attitudes toward shopping – Any agree, by country of birth, December 2014
                                                                                                                    • Attitudes toward advertising
                                                                                                                      • Figure 116: Attitudes toward advertising – Any agree, by gender, December 2014
                                                                                                                      • Figure 117: Attitudes toward advertising – Any agree, by age, December 2014
                                                                                                                      • Figure 118: Attitudes toward advertising – Any agree, by language spoken in home, December 2014
                                                                                                                      • Figure 119: Attitudes toward advertising – Any agree, by level of acculturation, December 2014
                                                                                                                      • Figure 120: Attitudes toward advertising – Any agree, by country of birth, December 2014
                                                                                                                    • Hispanic Millennials and their use of technology
                                                                                                                      • Devices Hispanic Millennials use to access the Internet
                                                                                                                        • Figure 121: Devices used to access the internet, by gender, December 2014
                                                                                                                        • Figure 122: Devices used to access the internet, by age, December 2014
                                                                                                                        • Figure 123: Devices used to access the internet, by language spoken in home, December 2014
                                                                                                                        • Figure 124: Devices used to access the internet, by country of birth, December 2014
                                                                                                                    • Appendix – Trade Associations

                                                                                                                        • Association of Hispanic Advertising Agencies (AHAA)
                                                                                                                          • United States Hispanic Chamber of Commerce (USHCC)

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Hispanic Millennials - US - February 2015

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