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

Burger King enters mobile commerce full-throttle

/in /by

Fast-food giant Burger King has entered the mobile commerce arena by letting consumers place orders and pay for them their iPhone. Now that’s fast food.

Restaurant locator - Burger King enters mobile commerce full-throttle

Burger King enters mobile commerce full-throttle – Restaurant locator

Burger King Mobile Restaurant Locator

Burger King teamed up with Gomobo and PointAbout for the development and design of the application. The Burger King NOW location-aware iPhone application is currently being tested in the Queens, New York, area.

“The idea of the iPhone app is to go the full nine yards with a rich mobile ordering platform,” said Noah N. Glass, founder CEO of Gomobo, New York. “This is the first case study that we have done with an iPhone application and we expect to launch these types of applications for other quick-serve restaurants we are working with.”

Gomobo helps fast-food and restaurant chains mobilize their services via mobile Web sites, and now through iPhone apps as well. Clients include Subway and Dunkin’ Donuts.

Burger King, the nation’s No. 2 burger-and-fries chain after McDonald’s Corp., has been known for its innovation with new technology, including its highly viral Subservient Chicken online viral marketing campaign earlier in the decade. Ordering and paying through the iPhone application is part of that DNA.

The iPhone’s GPS functionality lets users skip the step of entering in an address into the app. Instead it automatically finds the Burger King location closest to them.

When users place their order and come in to pick it up, they can skip the line and just grab their food, since they have paid for it via the app.

The application also tracks and saves order history and then acts as a loyalty card by offering incentives and deals.

Customize your Burger King meal

Burger King enters mobile commerce full-throttle

Burger King enters mobile commerce full-throttle

The goal behind this application is to drive incremental same-store sales – a key metric for the restaurant industry, Mr. Glass said. He also said that orders placed via the application have been 25 percent larger than in-store.

When customers start using the service, they increase their frequency of visits by 42 percent and the mobile offering takes existing loyal customers and increases their value by 75 percent.

The application is helping Burger King drive additional sales, since new customers can discover the stores near them that they may have not known about previously.

In terms of security, the application is fully secure. So, customers don’t have to worry about their credit card information being misused.

Also, the information is stored within the application, so that it doesn’t need to be re-entered each time the customer places an order.

When picking up their food, customers just need to give the last four digits of their mobile number, to confirm they are in fact the person that placed the order.

PointAbout helped Gomobo develop the application. It took the guts of the Burger King mobile site, which was developed by Gomobo, and poured it all into an iPhone experience.

Also, PointAbout made it possible for the application to remember the phone ID and allowed it to pull GPS information.

“Traditionally QSRs have focused on the four walls concept, which means doing marketing within the four walls of the restaurant,” Mr. Glass said. “They focused on what could be done in-store to make sure that patrons come back

“The mobile device allows them to extend where transactions take place and let customers make transactions from anywhere, therefore extending those four walls to the consumer’s hands,” he said. “It is also a much more efficient way of taking an order and the payment.”
Source: Mobile Marketer

What will the U.S. look like in 2050?

/in /by
U.S. Population Projections: 2005–2050 - What will the U.S. look like in 2050?

U.S. Population Projections: 2005–2050 – What will the U.S. look like in 2050?

U.S. Population Projections: 2005–2050

What will the U.S. look like in 2050? Population and Immigration

Between 2005 and 2050, the nation’s population will increase to 438 million from 296 million, a rise of 142 million people that represents growth of 48%.

Immigrants who arrive after 2005, and their U.S.-born descendants, account for 82% of the projected national population increase during the 2005–2050 period.

Of  the 117 additional people attributable to the effect of new immigration, 67 million will be the immigrants themselves and 50 million will be their U.S.-born children and grandchildren

The nation’s foreign-born population, 36 million in 2005, is projected to rise to 81 million in 2050, growth of 129%.

In 2050, nearly one in five Americans (19%) will be an immigrant, compared with one in eight now (12% in 2005).

• The foreign-born share of the nation’s population will exceed historic highs sometime between 2020 and 2025, when it reaches 15%. The historic peak share was 14.7% in 1910 and 14.8% in 1890.

• Births in the United States will play a growing role in Hispanic and Asian population growth, so a diminishing proportion of both groups will be foreign-born.

What will the U.S. look like in 2050? Racial and Ethnic Groups

• The Hispanic population, 42 million in 2005, will rise to 128 million in 2050, tripling in size. Latinos will be 29% of the population, compared with 14% in 2005. Latinos will account for 60% of the nation’s population growth from 2005 to 2050.

• The black population, 38 million in 2005, will grow to 59 million in 2050, a rise of 56%. In 2050, the nation’s population will be 13.4% black, compared with 12.8% in 2005.

• The Asian population, 14 million in 2005, will grow to 41 million in 2050, nearly tripling in size. In 2050, the nation’s population will be 9% Asian, compared with 5% in 2005. Most Asians in the United States were foreign born in 2005 (58%), but by 2050, fewer than half (47%) will be.

• The white, non-Hispanic population, 199 million in 2005, will grow to 207 million in 2050, a 4% increase. In 2050, 47% of the U.S. population will be non-Hispanic white, compared with 67% in 2005.

What will the U.S. look like in 2050? Age Groups

• The working-age population—adults ages 18 to 64—will reach 255 million in 2050, up from 186 million in 2005. This segment will grow more slowly over the projection period (37%) than the overall population. Future immigrants and their descendants will account for all growth in this group.

• Among working-age adults, the foreign-born share, 15% in 2005, will rise to 23% in 2050. The Hispanic share, 14% in 2005, will increase to 31% in 2050. The non-Hispanic white share, 68% in 2005, will decline to 45% in 2050.

• The nation’s population of children ages 17 and younger will rise to 102 million in 2050, up from 73 million in 2005. The child population will grow more slowly in future decades (39%) than will the overall population. Future immigrants and their descendants will account for all growth in this population segment.

• Among children, the share who are immigrants or who have an immigrant parent will rise to 34% in 2050 from 23% in 2005. The share of children who are Hispanic, 20% in 2005, will rise to 35% in 2050. Non-Hispanic whites, who make up 59% of today’s children, will be 40% of children in 2050.

• The nation’s elderly population— people ages 65 and older—will grow to 81 million in 2050, up from 37 million in 2005. This group will grow more rapidly than the overall population, so its share will increase to 19% in 2050, from 12% in 2005. Immigration will account for only a small part of that growth.

• The dependency ratio—the number of people of working age, compared with the number of young and elderly—will rise sharply, mainly because of growth in the elderly population. There were 59 children and elderly people per 100 adults of working age in 2005. That will rise to 72 dependents per 100 adults of working age in 2050.

What will the U.S. look like in 2050? Alternative Projection Scenarios

• Under a lower-immigration scenario, the total population would rise to 384 million, the foreign-born share would stabilize at 13% and the Hispanic share would go up to 26% in 2050.

• Under a higher-immigration scenario, the total population would rise to 496 million, the foreign-born share would rise to 23% and the Hispanic share would go up to 32% in 2050.

• Under a lower- or higher-immigration scenario, the dependency ratio would range from 75 dependents per 100 people of working age to 69 dependents per 100 people of working age. Both of these ratios are well above the current value of 59 dependents per 100 people of working age.

Estimates of the Unauthorized Immigrant Population 2010 - Pew Hispanic

Unauthorized Immigrant Population: National and State Trends

/
0 Comments
Read more
Let's talk about Salvadorans

Let’s talk about Salvadorans

/
4 Comments
Read more
Have you heard about Cubans?

Have you heard about Cubans?

/
2 Comments
Read more
What are Puerto Ricans like?

What are Puerto Ricans like?

/
1 Comment
Read more
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

Source: Pew Research Center – 2008

The Younger, Hipper Hispanic

/in , /by

The younger, hipper Hispanic target is most likely native-born in the US and differs greatly in their consumer behavior from older/immigrant Hispanics – they speak English fluently and tend to be familiar with main-stream American culture and have similar buying habits to whites, AA and other non-Hispanics.

The Younger, Hipper Hispanic

The Younger, Hipper Hispanic

Young blacks and Hispanic college graduates are reviving cities.  They live in funky row houses and apartments in old neighborhoods that have been spruced up.  They’re part of the ‘Bohemian Mix,’ a cluster that has a substantial percentage of blacks and Hispanics.  It’s the most affluent of the racially and ethnically diverse groups.  Bohemians socialize across racial lines, jog, shop at Banana Republic, read Vanity Fair, watch Friends and drive Audis.

Of note regarding youth in general: “Youth Digerati” (as opposed to the old nickname “Youth Literati”), an ethnically mixed group, is the most affluent urban cluster.  Young Digerati tend to live in fashionable neighborhoods and are now more affluent than “Money & Brains” – older professional couples who have few children and own homes in upscale city neighborhoods.
Source: TIA

Today’s Hispanic Consumer

/in /by

When targeting the multicultural market, race and ethnicity are becoming less important than education, income, home ownership, age and lifestyles.  Hispanics, African-Americans and Asian-Americans are moving to middle-class suburbs and prosperous neighborhoods, and are identified more by their lifestyles and spending habits than by their ancestry.

Today's Hispanic Consumer - Hispanic Marketing Basics

Today’s Hispanic Consumer – Hispanic Marketing Basics

The composition of the Hispanic population is shifting.  Hispanics now account for 13.7% of the total population.  The “new dynamics” of the Hispanic market hinge on the emerging second and third generations, native- and foreign-born differences, and broad geographic growth.

According to a Census Bureau report released in June 2004, an estimated 39.8 million Latinos live in the U.S., an increase of almost 13% since the 2000 Census. It projects Hispanics will increase their ranks by 188% to 102.6 million—or roughly one-quarter of the population—by 2050.  Hispanics will count for nearly one out of every five U.S. residents by 2012 if current growth rates continue.

The Hispanic Consumer now constitutes the largest minority group in the United States, according to the U.S. Census Bureau, comprising 13 percent of the population, or 39 million people. Moreover, their buying power has nearly tripled, from $222 billion in 1990 to $653 billion in 2003, according to a University of Georgia report.

The spending power of the U.S. Hispanic Consumer is also increasing.  The median income of Hispanic households rose 20 percent from $27,977 to $33,565 between 1996 and 2001, while the median for all U.S. households climbed just 6 percent.

“Whether a Latino household wants to buy a lawn mower has less to do with their ethnicity than if they happen to be homeowners,” says Michael Mancini of Claritas. The two great forces, age and diversity, have rendered the traditional marketing categories irrelevant in many cases.

One of the most common mistakes advertising executives make when marketing to a Hispanic consumer is assuming that the U.S. Hispanic population is homogeneous.
Source: TIA