Posts

Characteristics of Hispanic Millennials

/in , /by
Characteristics of Hispanic Millennials

Characteristics of Hispanic Millennials

In terms of population size, Millennials are already reshaping the ethnic makeup of the Unites States. According to recent figures from the 2008 Current Population Survey, 44 percent of those born since the beginning of the 80’s belong to some racial or ethnic category other than “non-Hispanic white”. Millennials are revealing themselves to be the demographic precursor to Census Bureau projections showing whites as a minority by 2050: only 56 percent of Millennials are white (non-Hispanic) and only 28 percent of current Baby Boomers who are non-white. Therefore we can say that the younger the group, the higher the proportion of “ethnic” populations.

Characteristics of the Hispanic Millennials

Hispanics are at the forefront of this Millennial diversity:

  • – over 20 percent of Millennials are Hispanics
  • – approximately 86 percent of Hispanics under the age of 18 are born in the U.S. (95 percent of Millennials are U.S. born)
  • – many Hispanic Millennials are the offspring of immigrants
  • – unlike their immigrant parents, this group strongly exhibits a preference for English as their primary mode of communication – this poses an interesting challenge when targeting this group because of the importance of family opinions
  • – 88 percent of second generation Hispanics and 94 percent of third generation Hispanics are highly English fluent (speak “very well”). Many second generation Hispanics tend to be bilingual, but English dominates by the third generation. (Source: Pew Hispanic Center)
    A distinguishing characteristic of multi-ethnic Millennials is their heavily “second generation” orientation (nearly 30 percent are children of immigrants). Since they are more likely children of immigrants than immigrants themselves, the proportion of foreign born Millennials is relatively small when compared to Generation Xers and Baby Boomers. Foreign-born persons comprise 13 percent of all Millennials (includes all those born since the 80s), but they make up 22 percent of the Generation X cohort (born between 1965 to 1979) and 16 percent of Baby Boomers (born between 1946 and 1964).

Hispanics born in the U.S. can be grouped into two distinct marketing segments

a- the young “millennial” Latinos, children, teens, and young adults born to immigrant parents

b- “traditional Latinos” or those born to Latino families that have been U.S. citizens for two or more generations

The first ones know how to live in both cultures and enjoy doing so. For the second segment, and depending on the market, the levels of value orientation and acculturation vary drastically.  They may be far removed from the Latino culture or their identity as Hispanics can be much more traditional and stronger than expected.

Perhaps more astounding is the casual mix-and-match cultural sensibilities of Millennials. Not content to cleave to any single ethnic or cultural influence, they are free to engage in the variety with no restrictions. One example is “Mashups”—entire compositions reconfigured from samples drawn from disparate musical genres—so popular on mp3 players. Millennial choices in popular culture are drawn from a broad pool of influences, and anything can be customized and suited to one’s personal preferences—just as easily as an iPod playlist. Likewise, the aesthetics of Millennial fashion, movies, and video games increasingly reflect a broad range of influences—from Japanese anime to East L.A. graffiti art.
Today’s young consumer shun direct overtures aimed at appealing to their ethnic background and they tend to discard traditional cultural labels in favor of their own self-created monikers like “Mexipino”, “Blaxican”, “China Latina”.

As a market segment, Millennials are shaking the foundations of advertising and media. Enabled by technology, their lifestyle is characterized by instant text messaging, mobile media, and virtual social networking. Millennials Hispanics are 211% more likely to download content from the Internet than the general population. Over 60% of Hispanic Millennials are online.
Downloads just might be the manner in which Hispanics are attaining and interacting with certain brands for the first time. For example, downloading may be a preferred method to receive media content including local and national news. This is exemplary of a larger phenomena occurring across the youth culture, as people in younger age brackets go online for content typically associated with more ‘traditional’ media, such as movies or television.  Media content providers and marketers have an opportunity to leverage downloading habits and create content that engages Hispanic Millennials and other Hispanics online.

by Claudia “Havi” Goffan

Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.

How Young Latinos Come of Age in America

/
10 Comments
Read more
Intelligent Technologies You Should Know About

SABEResPODER & Best Buy Promote Informed Shopping Decisions

/
1 Comment
Read more
Social Media Network Dashboard Sets New Benchmark for Collections

Hispanic Scholarship Fund P&G Pledges $1.5MM

/
1 Comment
Read more
U.S. Census Facts for Features: Hispanic Heritage Month 2009

1st-Ever Sears National Hispanic Heritage Month Initiative

/
3 Comments
Read more
Study highlights snacking differences between Hispanics, general population

Snacking differences between Hispanics, general population

/
1 Comment
Read more

Characteristics of Hispanic Millennials

/in , /by
Characteristics of Hispanic Millennials

Characteristics of Hispanic Millennials

In terms of population size, Millennials are already reshaping the ethnic makeup of the Unites States. According to recent figures from the 2008 Current Population Survey, 44 percent of those born since the beginning of the 80’s belong to some racial or ethnic category other than “non-Hispanic white”. Millennials are revealing themselves to be the demographic precursor to Census Bureau projections showing whites as a minority by 2050: only 56 percent of Millennials are white (non-Hispanic) and only 28 percent of current Baby Boomers who are non-white. Therefore we can say that the younger the group, the higher the proportion of “ethnic” populations.

Characteristics of the Hispanic Millennials

Hispanics are at the forefront of this Millennial diversity:

  • – over 20 percent of Millennials are Hispanics
  • – approximately 86 percent of Hispanics under the age of 18 are born in the U.S. (95 percent of Millennials are U.S. born)
  • – many Hispanic Millennials are the offspring of immigrants
  • – unlike their immigrant parents, this group strongly exhibits a preference for English as their primary mode of communication – this poses an interesting challenge when targeting this group because of the importance of family opinions
  • – 88 percent of second generation Hispanics and 94 percent of third generation Hispanics are highly English fluent (speak “very well”). Many second generation Hispanics tend to be bilingual, but English dominates by the third generation. (Source: Pew Hispanic Center)
    A distinguishing characteristic of multi-ethnic Millennials is their heavily “second generation” orientation (nearly 30 percent are children of immigrants). Since they are more likely children of immigrants than immigrants themselves, the proportion of foreign born Millennials is relatively small when compared to Generation Xers and Baby Boomers. Foreign-born persons comprise 13 percent of all Millennials (includes all those born since the 80s), but they make up 22 percent of the Generation X cohort (born between 1965 to 1979) and 16 percent of Baby Boomers (born between 1946 and 1964).

Hispanics born in the U.S. can be grouped into two distinct marketing segments

a- the young “millennial” Latinos, children, teens, and young adults born to immigrant parents

b- “traditional Latinos” or those born to Latino families that have been U.S. citizens for two or more generations

The first ones know how to live in both cultures and enjoy doing so. For the second segment, and depending on the market, the levels of value orientation and acculturation vary drastically.  They may be far removed from the Latino culture or their identity as Hispanics can be much more traditional and stronger than expected.

Perhaps more astounding is the casual mix-and-match cultural sensibilities of Millennials. Not content to cleave to any single ethnic or cultural influence, they are free to engage in the variety with no restrictions. One example is “Mashups”—entire compositions reconfigured from samples drawn from disparate musical genres—so popular on mp3 players. Millennial choices in popular culture are drawn from a broad pool of influences, and anything can be customized and suited to one’s personal preferences—just as easily as an iPod playlist. Likewise, the aesthetics of Millennial fashion, movies, and video games increasingly reflect a broad range of influences—from Japanese anime to East L.A. graffiti art.
Today’s young consumer shun direct overtures aimed at appealing to their ethnic background and they tend to discard traditional cultural labels in favor of their own self-created monikers like “Mexipino”, “Blaxican”, “China Latina”.

As a market segment, Millennials are shaking the foundations of advertising and media. Enabled by technology, their lifestyle is characterized by instant text messaging, mobile media, and virtual social networking. Millennials Hispanics are 211% more likely to download content from the Internet than the general population. Over 60% of Hispanic Millennials are online.
Downloads just might be the manner in which Hispanics are attaining and interacting with certain brands for the first time. For example, downloading may be a preferred method to receive media content including local and national news. This is exemplary of a larger phenomena occurring across the youth culture, as people in younger age brackets go online for content typically associated with more ‘traditional’ media, such as movies or television.  Media content providers and marketers have an opportunity to leverage downloading habits and create content that engages Hispanic Millennials and other Hispanics online.

by Claudia “Havi” Goffan

Accessing of social networking sites or blogs also saw significant growth, increasing 2.6 percentage points to 20.8 percent of mobile subscribers.

How Young Latinos Come of Age in America

/
10 Comments
Read more
Intelligent Technologies You Should Know About

SABEResPODER & Best Buy Promote Informed Shopping Decisions

/
1 Comment
Read more
Social Media Network Dashboard Sets New Benchmark for Collections

Hispanic Scholarship Fund P&G Pledges $1.5MM

/
1 Comment
Read more
U.S. Census Facts for Features: Hispanic Heritage Month 2009

1st-Ever Sears National Hispanic Heritage Month Initiative

/
3 Comments
Read more
Study highlights snacking differences between Hispanics, general population

Snacking differences between Hispanics, general population

/
1 Comment
Read more

Adult Vaccination Levels Lag

/in /by

Young Adults Unaware of Threat of Infectious Disease and the Availability of Preventive Vaccines

Experts Call for Increased Awareness and Vaccination Rates Among All Adults

CDC Unveils New Vaccination Data Showing Continuing Need to Improve Rates

Young adults may have grown up in an era of information overload, but they have alarmingly little awareness of the risks of vaccine-preventable diseases and the need to keep up with vaccinations into adulthood, new data show.

For example, 84 percent of Americans over the age of 50 know that tetanus causes lockjaw and that they need to get a tetanus shot every 10 years. By contrast, just 49 percent of young adults aged 18 to 26 are aware of that fact, according to a survey commissioned by the National Foundation for Infectious Diseases (NFID).

“Unless all adults, and young adults in particular, get more savvy and keep up with recommended immunizations, the nation could be vulnerable to outbreaks of vaccine-preventable disease down the road,” warned William Schaffner, MD, president-elect of NFID and chairman of the Department of Preventive Medicine at Vanderbilt University, at a news conference attended by top U.S. public health officials and other medical experts. All underscored the importance of vaccination throughout the lifespan of an individual, not just in childhood.

Experts say that overall lack of awareness and knowledge among adults runs parallel to lower vaccination levels. According to the latest National Health Interview Survey (NHIS) released by the U.S. Centers for Disease Control and Prevention (CDC), while we are seeing positive movement in some adult vaccination levels, rates still lag behind national targets across the board.

“Just as we prioritize protecting children with vaccines, we must also prioritize vaccination of adults as part of optimal preventive care,” said Assistant U.S. Surgeon General and director of the National Center for Immunization and Respiratory Diseases Anne Schuchat, MD. “Adult immunization saves lives, prevents illness and will help us rein in the cost of healthcare by keeping the nation healthy.”

NFID’s medical director, Susan J. Rehm, MD, vice chair of the Department of Infectious Disease at the Cleveland Clinic, unveiled the NFID survey data showing that fewer than half of all American adults are “extremely or very familiar” with a number of vaccine-preventable diseases that can cause severe illness or death. To highlight this, just 20 percent of those surveyed were aware of pneumococcal disease, a vaccine-preventable disease that kills up to 4,500 adults in the U.S. every year.

Of special concern, experts said, is the lack of knowledge and awareness among young adults aged 18 to 26. For example, just 30 percent of young adults know that flu, which can be prevented with a vaccine, kills more Americans than any other vaccine-preventable disease. By contrast, 59 percent of adults over the age of 50 are aware of that fact, the survey found.

“This pattern is not surprising,” said Dr. Rehm. “Our childhood vaccination program is so successful that adolescents cross into young adulthood having been extremely well protected against vaccine-preventable diseases and therefore have little or no personal experience with them. This may signal trouble in the future. As these young adults go on to have their own families, if they don’t realize the importance of getting vaccinated for themselves, they may not prioritize it for their children either. That could make outbreaks of many vaccine-preventable diseases possible again.”

NFID, which has long advocated for optimal use of all vaccines recommended by public health officials, has embarked on a campaign to raise public awareness about the need for adults – including young adults – to keep up with immunizations after childhood. (For a list of diseases and vaccines, go to www.adultvaccination.org.)

Adult Vaccination Levels Lag

The latest data from CDC show that there are still too few Americans taking advantage of vaccines recommended to protect them from infectious diseases. Influenza and pneumococcal vaccination levels remain at 66.6 percent and 60 percent, respectively, for those over age 65. Other adult vaccination levels are lower – 6.7 percent for shingles in those 60 and older; about 10 percent for human papillomavirus (HPV) vaccine in women 19 to 26 years of age and about 15 percent for Tdap in those 19 to 64 years of age.

It should be noted that Tdap booster is recommended in place of one tetanus-diphtheria (Td) booster vaccine, which is recommended every 10 years. Since Tdap has only been licensed since June 10, 2005, a substantial portion of the population has not yet reached the 10-year timing milestone since their last Td vaccine. The coverage level for any Td-containing vaccine is 64 percent for those 19 to 49 years of age, 63 percent for those 50 to 64 years of age and 52 percent for those 65 and older.

While influenza and pneumococcal vaccination levels are highest and have remained somewhat steady, these rates are disappointing, because influenza and pneumococcal vaccines have long been a part of the adult schedule and the coverage goal is 90 percent. Also of concern are racial and ethnic disparities in coverage levels in people 65 and older. Influenza coverage level in non-Hispanic whites in this age group is above the national average at 69 percent, while the rates for non-Hispanic blacks and Hispanic persons 65-plus are well below at 53 percent and 51 percent, respectively. Similarly, for pneumococcal disease, whites 65-plus have higher coverage levels than non-Hispanic blacks and Hispanics at 64 percent, 44 percent and 36 percent, respectively.

“Immunity is a lifetime continuum and should be the goal for all adults as part of good preventive care and wellness,” said Dr. Schuchat. “We need to make a strong, long-term commitment to adult immunization as a nation if we are to realize the full benefits of the many vaccines available to us.”

While the NFID-sponsored survey found that most adults were very familiar with flu and chickenpox, both of which can be prevented by vaccines, it found that most adults were not very familiar with a host of other infectious diseases that can be prevented with vaccines. In addition to pneumococcal disease, these include shingles, hepatitis B, pertussis and HPV, which causes cervical cancer.

Although young adults were more likely than older adults to be very familiar with HPV and pneumococcal disease, they were much less likely than older adults to be aware of the threat from other vaccine-preventable diseases.

Physicians Have Most Influence Over Whether Adults Are Vaccinated

The survey found that personal physicians had the most influence on whether adults are aware of vaccine-preventable diseases and whether they keep up with their vaccinations, and that people who get annual physical exams are more likely to be vaccinated than those who don’t visit their doctor every year.

At the news conference, Stanley A. Gall, MD, professor of obstetrics, gynecology and women’s health at the University of Louisville, said that OB-GYN doctors could play an important role in making sure that the women they see are up-to-date with vaccinations. “Women may not only make better decisions about their own immunity based on input from an OB-GYN, but they may also bring immunization messages home to other family members,” he said.

Robert H. Hopkins, MD, associate professor at the University of Arkansas for Medical Sciences, called for stepped-up attention to the fact that adults need to take a more active role in good preventive care, which includes getting vaccinated. “Mid-life is a time when people typically begin to face new health hazards, such as obesity and diabetes, and are therefore more vulnerable to the infectious diseases that vaccines can prevent. But even if middle-aged people are otherwise healthy, vaccines are an essential component of continued good health,” he said.

Cora L. Christian, MD, a member of AARP’s Board of Directors stressed the importance of vaccinating 50-plus Americans, particularly those who care for children and older loved ones. “The sandwich generation of Americans who may provide care for both their children and older parents are particularly vulnerable to infectious diseases,” Christian said. “It’s critical for caregivers and anyone 50-plus to get annual influenza vaccinations so they can avoid getting sick and prevent the spread of flu to their families. Just as important, people 65 and older should ask their doctor about a pneumococcal vaccine.”

The NHIS has monitored the health of the nation since 1957. NHIS 2008 data were collected through interviews with approximately 29,000 households.

The NFID survey, conducted by Opinion Research Corporation, was based on telephone interviews with 1,001 Americans aged 18 and older Feb. 19-22, 2009. The margin of error is plus or minus 3 percent.

About the National Foundation for Infectious Diseases

The National Foundation for Infectious Diseases (NFID), a non-profit organization, has been a leading voice for education about infectious diseases and vaccination since 1973. It is dedicated to educating the public and healthcare professionals about the causes, treatment, and prevention of infectious diseases. For more information on vaccines and vaccine-preventable diseases, please visit www.nfid.org.

This news conference is sponsored by the National Foundation for Infectious Diseases and supported by unrestricted

educational grants from GlaxoSmithKline, Merck & Co., Inc., sanofi pasteur and Wyeth Pharmaceuticals.

Source: National Foundation for Infectious Diseases

GOT MILK? Summer Milkshake Recipes

/in /by

GOT MILK? Partners with Acclaimed BLD Pastry Chef to Share Summer Milkshake Recipes

Personality in a cup - New Hispanic flavors

Personality in a cup – New Hispanic flavors

There’s a saying that you could tell people’s personalities based on the types of drink they enjoy. A person who likes a chocolaty beverage, for example, could be described as sweet and indulgent, while someone who likes fruity drinks could be described as carefree and fun. Pastry Chef Mariah Swan of Los Angeles-based BLD & Grace Restaurants says the same could be said for those who enjoy milkshakes. Just in time for summer parties and socials, Swan and BLD have partnered with the California Milk Processor Board (CMPB), the creator of GOT MILK? to share delicious, decadent and whimsical milkshake recipes for treat-lovers to enjoy during the hot days of the season.

“Milk is not only a healthy beverage, it’s also the base for many fun drinks like milkshakes,” says Swan, a graduate of the California School of Culinary Arts and a pastry chef at BLD for two-and-a-half years. “Drinking a milkshake brings out the kid in everyone, but each flavor highlights a person’s personality.”

GOT MILK? Summer Milkshake Recipes

Available exclusively on www.gotmilk.com/recipes, Swan has created summer milkshake recipes for those who cannot resist this good old-fashioned treat. She features one-of-a-kind milkshakes in her menu, each carefully created to bring out a unique personality. They include:

1) Blueberry Malt Milkshake – blueberry, a typical summertime fruit combined with milk and vanilla ice cream for people who are jovial and who like an unexpected twist in their drink

2) Frozen Mexican Chocolate – a decadent drink blending cocoa powder, milk, cinnamon and brownies on ice for those who do not know the word “compromise”

3) Salted Caramel Milkshake – a treat consisting of milk, vanilla ice cream, caramel sauce and salt topped with whipped cream for people who consider themselves sassy and sweet

“These milkshakes are more than a treat,” says CMPB Executive Director Steve James. “They’re an absolute delight for kids of all ages. This milkshake program is one of the ways the CMPB hopes to educate consumers about the many creative ways they can incorporate milk in their diets.”

To also catch the favorite milkshake recipes of various political, entertainment and sports personalities that include San Francisco Mayor Gavin Newsom, Sacramento Mayor Kevin Johnson, Los Angeles City Council President Eric Garcetti, High School Musical and Dancing with the Stars Personality Monique Coleman and San Diego Padre slugger Adrian Gonzalez, please log on to www.gotmilk.com/recipes.

Source: California Milk Processor Board

Seventeen Magazine and Bank of America Partner To Reveal Teens’ Anxieties About the Economy

/in , /by

Results give key insight into teens and their money worries

Latina Teens

Latina Teens

As back-to-school approaches, teens have lots on their minds – from classes to social calendars. If that weren’t enough, teens – especially girls — are also stressed out about the economy and money matters, according to a new survey from Seventeen magazine and Bank of America that explores teens’ saving and spending habits.

Most teens are stressed about money, but teen girls are feeling slightly more anxious in today’s climate than boys, with more than eight in ten girls (85%) saying they’re worried about the economy, vs. 75% of teen boys. And nearly nine of ten girls (88%) say they’re fretting about money, vs. 82% of teen boys, according to the survey.

Girls’ fears range from not having enough cash to pay for things they want — like lip gloss and mini dresses — to how to pay for college, to having money to hang out with friends. Teen girls are more likely to be stressed about college funding than teen boys, with more than two-thirds of girls (69%) saying they’re frazzled about paying for education costs, vs. 59% of teen boys.

“Teens are largely recession-proof. They are still buying clothes, beauty products and entertainment. But they can’t avoid the larger cultural anxiety about the economy,” says Seventeen editor-in-chief Ann Shoket. “It’s our job to calm their fears and help them to make smart decisions about their money so they can grow into fiscally responsible adults.”

Two out of three girls say they save some cash, but admit it’s not enough, according to the survey. Girls also say they’re better at spending than stashing, and only one in three (34%) believe they’re in total control of their finances. The Seventeen magazine and Bank of America survey also revealed that when given a choice, teen girls are more likely to choose fun over finances. Notably, if given $100 for their birthday, 55% of teen girls say they would spend it on clothes, while 45% would save it for college.

Regardless of financial anxieties, the large majority of teen girls (76%) are still optimistic about their future and their ability to support themselves as adults. More than eight in ten girls (82%) think they’ll be better off than their parents some day. Nearly two-thirds (64%) of girls says they’d rather have a career that makes a difference over one that makes a lot of money.

“Teen attitudes about spending and saving mirror what all consumers are feeling,” says Beverly Ladley, Customer Strategy Executive at Bank of America. “While their parents still largely support them, teens are interested in learning how to become more financially independent and make smarter decisions about money — and we have the opportunity to help them.”

Other findings from the survey:

  • Nearly half (45%) of teens say their parents are worrying/fighting about money more often lately.
  • Four in 10 teens (38%) have had to alter their college plans in some way because of the current economic downturn, while one in five have had to either go with their second choice of because of cost or attend a state school instead of a private one in order to save money.
  • A large portion of teens have changed their spending habits as a result of the economy (65%); this is especially true among Hispanic teens (75%).

Methodology:

The research, conducted in April, surveyed 2,000 teens in the U.S. ages 16 to 21.

ABOUT SEVENTEEN:

Seventeen reaches more than 13 million readers every month and is today’s largest selling teen beauty and fashion magazine. Seventeen is published by Hearst Magazines, a unit of Hearst Corporation (www.hearst.com) and one of the world’s largest publishers of monthly magazines, with a total of 19 U.S. titles and nearly 200 international editions. Hearst Magazines reaches more adults in the U.S. than any other publisher of monthly magazines (73.4 million according to MRI, fall 2006). The company also publishes 19 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.

ABOUT BANK OF AMERICA:

Bank of America is one of the world’s largest financial institutions, serving approximately 55 million consumer and small business relationships with more than 6,100 retail banking offices, more than 18,500 ATMs and award-winning online banking with nearly 30 million active users. Bank of America offers industry-leading support to more than 4 million small business owners through a suite of innovative, easy-to-use online products and services. Bank of America is among the world’s leading wealth management companies and serves clients in more than 150 countries.

Source: Hearst Magazines

Levelup.com Breaks the Alexa Top 2,000 Sites in the World

/in , /by

Busca Corp announced today that on Sunday July 19th Levelup.com –www.levelup.com) our flagship site and an integral part of the Busca Corp Network — has cracked Alexa’s Top 2,000 sites in the world. With over 10 million total network page views, Levelup.com has transformed into one of the top sites in Mexico and Latin America.

“The growth of Levelup.com is a testament to the 60 Billion Dollar Video Game market,” says Ramon Toledo, President of Busca Corp Media Network. “Through our partnership with Prodigy MSN we are well positioned as the #1 Video Game Site for the Latin American and U.S. Hispanic audience.”

Prodigy MSN is the most popular website in Mexico with over 23 million users and features a wide array of world-class services, such as Windows Live Hotmail, Windows Live Messenger, as well as video, news, and the latest in entertainment, lifestyle and sports. Our partnership aims to target the rapidly expanding video game user base which in the 1980’s meant mostly males under the age of 20 but today includes both male and female gamers under the age of 35.

Levelup.com publishes user-generated video game content alongside professionally produced media content that offers tips, strategies, reviews, comments and a place to share experiences with a fully engaged online community. With its unique platform, Levelup.com has experienced strong and steady growth since its launch in 2007.

Levelup.com also recently entered, and is aggressively attacking, the U.S. Hispanic Market and, is opening a largely untapped demographic with huge potential.

Source: Busca Corp