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Marketing to Hispanic Millennials - US - June 2017

"The Hispanic Millennial generation is aged 23-40 in 2017 and accounts for the largest share of the Hispanic population. Moreover, 21% of all US Millennials are of Hispanic origin. The majority of Hispanic Millennials are bilingual and bicultural and want to fit in both the American and the Hispanic world, which creates opportunities to brands as they are open minded and willing to come out of their comfort zone. By studying Hispanic Millennials brands may be able to uncover significant hints about the future of the coveted Hispanic market."

Juan Ruiz, Director of Hispanic Insights

This report looks at the following areas:

  • Hispanic Millennials are confident about handling their present
  • Hispanic Millennials are optimistic about the future
  • Multiple content sources are changing the market landscape

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Hispanic Millennials are confident about handling their present
              • Figure 1: Hispanic Millennials’ confidence with their ability to perform duties/tasks – Select duties/tasks, percent difference vs all US Millennials, April 2017
            • Multiple content sources are changing the market landscape
              • Figure 2: Content and social media trends positively impacting Hispanic Millennials, percent difference vs all US Millennials, April 2017
            • The opportunities
              • Hispanic Millennials’ optimism about their future
                • Figure 3: Hispanic Millennials’ optimism about their future, percent difference vs all US Millennials, April 2017
              • The social and content aspects of the internet
                • Figure 4: Hispanic Millennials’ “must-have” online services – Select services, percent difference vs all US Millennials, April 2017
              • The need for trust
                • Figure 5: Hispanic Millennials’ sharing economy participation, by level of acculturation, April 2017
              • If you find them, they can listen
                • Figure 6: Hispanic Millennials’ attitudes toward advertising, indexed to all Millennials, October 2015-November 2016
              • What it means
              • Hispanic Millennials – What You Need to Know

                • More than one in four Hispanics are Millennials
                  • The majority of Hispanic Millennials speak both English and Spanish
                    • English is key for Hispanic Millennials to have access to better opportunities
                      • The earlier arrival of children is one reason why Hispanic Millennials are bicultural
                      • Market Overview

                        • Understanding Hispanic Millennials is key to understanding the direction of the Hispanic market
                          • Figure 7: Population, by Hispanic origin and generation share, 2017
                        • Hispanic Millennials are not only bilingual, they are bicultural
                          • Figure 8: Language Hispanic Millennials speak at home, October 2015-November 2016
                          • Figure 9: Hispanics’ level of acculturation, by generation, April 2017
                        • Fluency in English is opening opportunities for Hispanic Millennials
                          • Figure 10: Self-reported household income, by Hispanic origin and language spoken at home, October 2015-November 2016
                        • Hispanic Millennials have children earlier
                          • Figure 11: Parent status, by Hispanic origin and age, October 2015-November 2016
                      • Key Trends – What You Need to Know

                        • Some differences worth knowing
                          • Hispanic Millennials have a strong sense of responsibility
                            • Hispanic Millennials seem more open to listening to what brands have to say
                              • Hispanic Millennials love to shop…
                                • …and much of that shopping may be with their children in mind
                                  • Some challenges worth knowing
                                    • Defining your target will dictate the best approach
                                      • Simply put, standing out
                                        • Context can challenge stereotypes
                                          • Facing criticism
                                          • What’s Different?

                                            • Hispanic Millennials willing to make sacrifices for a better future
                                                • Figure 12: Hispanic Millennials’ attitudes toward work, indexed to all Millennials, October 2015-November 2016
                                              • Hispanic Millennials more positive toward advertising
                                                • Figure 13: Hispanic Millennials’ attitudes toward advertising, indexed to all Millennials, October 2015-November 2016
                                              • Hispanic Millennials enjoy shopping
                                                • Figure 14: Hispanic Millennials’ attitudes toward shopping, indexed to all Millennials, October 2015-November 2016
                                              • The influence children have on Hispanic Millennials
                                                • Figure 15: Hispanic Millennials’ attitudes toward shopping for their children, indexed to all Millennials, October 2015-November 2016
                                            • What’s Challenging?

                                              • Defining how to approach the market
                                                • Standing out in an increasingly complex market landscape
                                                  • Putting things in context
                                                    • Facing criticism
                                                    • What’s Next?

                                                      • More mobile
                                                        • More experience
                                                        • The Consumer – What You Need to Know

                                                          • Hispanic Millennials embrace social and content-related online services
                                                            • Social media enables Hispanics to connect with like-minded people
                                                              • Hispanic Millennials welcome multiple content sources
                                                                • Hispanic Millennials are cautious about participating in the sharing economy
                                                                  • Hispanic Millennials’ confidence shines
                                                                    • Hispanic Millennials more optimistic
                                                                    • Must-Have Online Personal Services

                                                                        • Hispanic Millennials value the social and content aspects of the internet
                                                                          • Figure 16: Hispanic Millennials’ “must-have” online services, percent difference vs all US Millennials, April 2017
                                                                        • Hispanic Millennials are the first generation to embrace some online services
                                                                          • Figure 17: Hispanics’ “must-have” online services – Select services, by generation, April 2017
                                                                        • Engagement with social apps is driven by unacculturated Hispanics
                                                                          • Figure 18: Hispanic Millennials’ “must-have” online services, by level of acculturation, April 2017
                                                                      • Opinions on Social Media

                                                                          • Hispanic Millennials recognize that social media is addicting
                                                                            • Figure 19: Hispanic Millennials’ opinions on social media, percent difference vs all US Millennials, April 2017
                                                                          • Stark differences in social media perceptions when comparing Hispanic Millennials vs older Hispanics
                                                                            • Figure 20: Hispanics’ opinions on social media, by generation, April 2017
                                                                          • Unacculturated Hispanic Millennials’ focus on the positives; acculturated ones are more skeptical
                                                                            • Figure 21: Hispanic Millennials’ attitudes toward getting to know people on social media, by level of acculturation, April 2017
                                                                          • Unacculturated Hispanic Millennials more hesitant about what is new
                                                                            • Figure 22: Hispanic Millennials’ attitudes toward exposure of people, information, and brands on social media, by level of acculturation, April 2017
                                                                          • Less-affluent Hispanic Millennials more likely to consider social media useful for their careers
                                                                            • Figure 23: Hispanic Millennials’ attitudes toward career prospects using social media, by household income, April 2017
                                                                        • Perceptions of Trends

                                                                            • Hispanic Millennials embrace the availability of multiple content sources
                                                                              • Figure 24: Content and social media trends positively impacting Hispanic Millennials, percent difference vs all US Millennials, April 2017
                                                                            • With the arrival of children, priorities change
                                                                              • Figure 25: Content and social media trends positively impacting Hispanic Millennials, by parental status, April 2017
                                                                            • Hispanic Millennials’ reaction to social trends is modest
                                                                              • Figure 26: Social trends positively impacting Hispanic Millennials, percent difference vs all US Millennials, April 2017
                                                                            • Hispanic Millennials more likely to value flexibility at work
                                                                              • Figure 27: Social trends positively impacting Hispanics, by generation, April 2017
                                                                            • More-affluent Hispanic Millennials embrace trends that allow them to take control of their lives
                                                                              • A note about greater inclusion of minority groups
                                                                                • Figure 28: Social trends positively impacting Hispanic Millennials, by household income, April 2017
                                                                            • Sharing Economy Participation

                                                                                • Hispanic Millennials’ participation on sharing economy is consistent with all US Millennials
                                                                                  • Figure 29: Hispanic Millennials’ sharing economy participation, percent difference vs all US Millennials, April 2017
                                                                                • Hispanic Millennials don’t stand out for their participation in the sharing economy
                                                                                  • Figure 30: Hispanics’ sharing economy participation, by generation, April 2017
                                                                                • Trust is key for Hispanic Millennials to participate in the sharing economy
                                                                                  • Figure 31: Hispanic Millennials’ sharing economy participation, by level of acculturation, April 2017
                                                                              • Self-confidence

                                                                                  • Hispanic Millennials are confident about their abilities
                                                                                    • Communicating effectively with their kids
                                                                                      • Being themselves in a professional environment
                                                                                        • Maintaining personal health
                                                                                          • Handling their own personal finances
                                                                                            • Personally handling their general home maintenance
                                                                                              • Figure 32: Hispanic Millennials’ confidence with their ability to perform duties/tasks, percent difference vs all US Millennials, April 2017
                                                                                            • Yet, for some tasks their confidence still pales when compared to Gen X Hispanics
                                                                                              • Figure 33: Hispanics’ confidence with their ability to perform duties/tasks, by generation, April 2017
                                                                                              • Figure 34: Hispanic Millennials’ confidence with their ability to perform duties/tasks – Select duties/tasks, by parent status, April 2017
                                                                                            • Hispanic Millennials’ confidence reflects division of labor at home
                                                                                              • Figure 35: Hispanic Millennials’ confidence with their ability to perform duties/tasks – Select duties/tasks, by gender, April 2017
                                                                                          • Optimism toward Life

                                                                                              • Hispanic Millennials more optimistic about things they feel they can control
                                                                                                • Figure 36: Hispanic Millennials’ optimism about their future, percent difference vs all US Millennials, April 2017
                                                                                              • Hispanic Millennials are more optimistic than other Hispanic generations
                                                                                                • Figure 37: Hispanics’ optimism about their future, by generation, April 2017
                                                                                                • Figure 38: Hispanic Millennials’ optimism about their future – Personal factors, by level of acculturation, April 2017
                                                                                              • More-affluent Hispanic Millennials more optimistic about factors they can’t control
                                                                                                • Figure 39: Hispanics’ optimism about their future – External factors, by level of acculturation, April 2017
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Consumer survey data
                                                                                                  • Terms
                                                                                                    • A note on acculturation

                                                                                                    Companies Covered

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

                                                                                                    Marketing to Hispanic Millennials - US - June 2017

                                                                                                    US $3,995.00 (Excl.Tax)