Characteristics of Hispanic Millennials

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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.

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Pepsi Optimism Project Finds Most Americans See the Glass Half Full

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Pepsi Optimism Project releases new data stating Americans are optimistic about the future. (PRNewsFoto/PepsiCo)

Pepsi Optimism Project (POP) Finds Most Americans See the Glass as Half Full

Pepsi’s Second National Survey Reveals Americans Are Even More Optimistic than in 2008

Despite mixed economic signals and other tough issues facing the country, most Americans are optimistic. According to the second survey issued on behalf of the Pepsi Optimism Project (POP), Americans are more optimistic now than in 2008 about their:

  • Relationships with family and friends (91% vs. 81%);
  • Overall well-being (88% vs. 84%);
  • Health (86% vs. 78%);
  • Finances (77% vs. 64%);
  • Chances of finding love (70% vs. 61%).

In fact, this new research shows us that 96% of Americans are optimistic about their futures and believe in each other.

“In 2008, our POP research informed us that there was a collective and contagious sense of optimism pervading the youth mindset. This year we see that same spirit of optimism is not only pervasive among the millennial generation but across all demographics,” said Frank Cooper, CMO of portfolio brands, Pepsi-Cola North America Beverages. “Representing a brand that has become synonymous with the spirit of youth and optimism, those of us at Pepsi are continuously encouraged by the resilience of Americans, across all ages, races, sex, location and economic background, people are embracing optimism, even in the most uncertain of times.”

The POP survey, which was conducted by an independent research firm, found that Americans most often associate the words “hope,” “confidence” and “success” with optimism. Americans now are more optimistic than last year about most aspects of their lives, except their careers. Other findings include:

Americans thrive together:

  • They have faith in each other: 89% of Americans believe that when challenged, they rise to the occasion;
  • They feel that witnessing or participating in live events, including music (84%), speeches (78%) and theater (69%) helps increase their levels of optimism;
  • 67% of Americans recently witnessed or participated in an event that made them feel optimistic;
  • Relationships trigger optimism, with 91% reporting that connections with family and friends provide the greatest source of optimism

The face of optimism is changing in America:

  • 72% of African-Americans are significantly more likely than whites (53%) or Latinos (60%) to expect more good things to happen to them than bad;
  • African-Americans (62%) were significantly more likely to associate the word “necessary” with optimism than whites (51%) and Latinos (52%);
  • The sense of optimism is stronger on Wall Street than on Main Street, with 64% of city dwellers stating they are more likely to be optimistic about an economic recovery than their non-metro counterparts (53%);
  • Public figures inspire optimism among Americans; the five most inspirational Americans reported were Lance Armstrong (78%), Michael J. Fox (74%), Barack Obama (70%), Tiger Woods (70%), Oprah Winfrey (68%) and Michelle Obama (65%)

“It is interesting to see that optimism is fostered by people coming together. Whether through live concerts, sporting events or speeches, Americans have high hopes in each other,” said Cooper. He also noted that Pepsi has spearheaded and supported a variety of activities this year that celebrate and cultivate optimism in American culture, including:

  • The MLB All-Star Charity Concert presented by Pepsi and starring Sheryl Crow: This free concert was attended by thousands of people in St. Louis and resulted in millions of dollars in charitable donations.
  • Refresh the World Symposium: Pepsi partnered with Spike Lee and Howard University in January to host a live symposium during the Presidential Inauguration week, featuring more than twenty leading experts on education, economy, hip hop and Black America.
  • Dear Mr. President: Pepsi invited Americans and people all over the world to submit personal messages to be shared as part of an open letter to the president, suggesting what should be “refreshed” in the new administration.

POP Survey Criteria

Approximately 1,280 Americans ages 18 and older were surveyed from June 11 through June 15 and June 18 through June 22, 2009 as part of the Pepsi Optimism Project, an ongoing study tracking the national level of optimism on a quarterly basis, by measuring the national state of optimism via a composite score. The national optimism score is derived from scoring and totaling American’s responses to survey questions about their overall sense of optimism, their sense of optimism about their personal lives, their optimism about the world and their optimism about the future. Optimism levels are broken down into five categories, including “Very Optimistic” (scores between 200-161), “Optimistic” (scores between 160-121), “Neutral” (scores between 120-81), “Pessimistic” (80-41), “Very Pessimistic” (40-0). Currently, the nation’s optimism score is 143, concluding that Americans today are “optimistic.”

The Optimism Survey was conducted on behalf of PepsiCo by StrategyOne, a full-service, strategic consulting firm based in New York, N.Y. The interviews were conducted via telephone using the field services of Opinion Research Corporation (ORC), incorporating a rigorous methodology including random digit dialing to ensure national representation, and computer-assisted telephone interviewing for optimal accuracy. An additional sample of Hispanics (N=186) and African-Americans (N=170) were surveyed in order to obtain a readable base size for each group. The margin of error for the total sample of adults (N=1,000) is +/- 3.1% at the 95% level of confidence, which means that in 95 out of 100 times that a sample of this size is drawn, the results would not vary by more than 3.1 percentage age points in either direction.

Pepsi-Cola North America Beverages

The Pepsi-Cola North America Beverages (PCNAB) portfolio features market-leading liquid refreshment beverages, including the Pepsi, Mountain Dew, Sierra Mist and Mug trademarks in the carbonated soft drink category. PCNAB is a division of PepsiCo, which offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

Source: Pepsi Co.

Adult Vaccination Levels Lag

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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

Health Insurance Coverage Estimates by County

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The U.S. Census Bureau today published 2006 estimates of health insurance coverage for each of the nation’s counties.

Small Area Health Insurance Estimates (SAHIE) are based on models combining data from a variety of sources, including the Annual Social and Economic Supplement of the Current Population Survey, Census 2000, the Census Bureau’s Population Estimates Program, the County Business Patterns data set and administrative records, such as aggregated federal tax returns and Medicaid participation records.

Although SAHIE currently is the only source for county-level estimates of health insurance coverage status, the Census Bureau in late September will release for the first time health insurance coverage estimates from the American Community Survey (ACS). These ACS single-year estimates will be available for all geographic areas with total populations of 65,000 or more, including all congressional districts. The health insurance question was added to the 2008 American Community Survey to permit the U.S. Department of Health and Human Services to more accurately understand state and local health insurance needs.

SAHIE is used by the Centers for Disease Control and Prevention in support of its National Breast and Cervical Cancer Early Detection Program. The program provides free cancer screenings to low-income, uninsured women.

“The health insurance estimates assist us in determining the level of need for breast and cervical cancer screening in communities nationwide,” said Marcus Plescia, director of the CDC’s Division of Cancer Prevention and Control in Atlanta. “The data permit us to plan our various programs and help us make decisions on how to allocate resources.”

Among numerous combinations of age, sex, income and (for states only) race and Hispanic origin, SAHIE includes data on low-income children. SAHIE offers an important snapshot as to the location and characteristics of those with and without health insurance. These data will help local planners make decisions concerning the number of uninsured in special populations. The data pertain only to those younger than 65.

Editor’s note: The report can be accessed at http://www.census.gov/did/nas/content/live/hispanic/sahie/.

Source: U.S. Census Bureau

OOH Digital Video Display Audience Exceeds 155MM Per Month

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New Report Benchmarks the Size of the U.S. Digital Video Display Market

Approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen an Out-of-Home (OOH) digital video display, in the past month, at one or more of 17 types of public venues according to a new study by Arbitron Inc. (NYSE: ARB). The Arbitron Out-of-Home Digital Video Display Study 2009 shows that the general audience for OOH digital video displays represents a cross-section of American consumers, and closely mirrors the average U.S. population.

Seventy-six percent of those who recall seeing digital video displays in the past month noticed seeing them at multiple venues. Digital video screens in retail locations alone (including grocery stores, large retailer/department stores, drug stores, shopping malls or convenience stores) reach more than 123 million (53 percent of) American adults in an average month.

“Out-of-home digital video displays, in most cases, broadcast advertising and content that are created for public environments and are distinct from network or cable TV viewing away-from-home,” said Alton Adams, Chief Marketing Officer, Arbitron Inc. “This Arbitron study focuses on this expanding market and is designed to provide insight to help advertisers target certain consumer groups including affluent households, male adults, young adults and Hispanics using OOH digital video networks.”

Audience Profile by Venue Type

According to the Study:

  • Nearly one in five (18 percent of) Americans aged 18 or older noticed a video screen in a place serving food or beverages in the past month; 21 percent of adults have seen video displays at a movie theater.
  • Twenty-two percent of U.S. adults have viewed a video screen at a gas station in the past month; 19 percent have seen video displays at an airport during the same time period and 7 percent have noticed video content while waiting for or riding mass transit.
  • One in seven adults (14 percent) has noticed a video display in an office building or elevator in the past month.
  • Nineteen percent of American adults have seen a video screen at a doctor’s office or hospital in the past month and 7 percent have viewed video content at a health club.

Targeting Consumers by Venue

According to the Study:

  • A person watching video content in a bar is 53 percent more likelyto be a young adult than the population at large.
  • A person watching a video display in an elevator is 88 percent more likely to live in an affluent household.
  • A person watching a video screen at a sporting event is 27 percent more likelyto be a man than the population at large.
  • A person watching a video display at a transit hub is twice as likelyto be Hispanic compared to the population at large.

How the study was conducted

Arbitron and Edison Research interviewed a total of 1,666 people from January 16, 2009 to February 15, 2009. Telephone interviews were conducted with respondents aged 18 and older who were chosen at random from a national sample of Arbitron’s Fall 2008 survey diarykeepers. In certain geographic areas, a sample of Arbitron diarykeepers was not available for the survey and a supplemental sample was interviewed via random digit dialing (RDD). Diarykeepers represented 70 percent of the completed interviews and RDD sampled respondents represented 30 percent.

Source: Arbitron Inc.