Univision Study on Hispanic Millennials Reveals How Culture Influences Behavior and Purchasing Decisions

Univision Communications Inc. revealed the findings of a new study on Hispanic millennials that for the first time developed a comprehensive way to measure cultural connection and apply it to consumer behavior. The results show how culture deeply influences millennials across social interactions, attitudes, purchasing behaviors, technology usage and media consumption.

The findings of the study, conducted in partnership with Burke, were discussed in a Hispanic 411: Insights to Grow Your Business webinar today. The interactive briefing began with a demographic overview: the 15 million Hispanic millennials in the U.S. make up 21 percent of the total millennial population and that percentage will grow to 23 percent by the year 2020. The webinar also introduced the Cultural Connection Index (CCI), the tool that measures whether a respondent has a high, medium or low connection to culture.

“Millennials are a key component to the future growth of brands in the U.S. because they provide a higher lifetime value,” said Roberto Ruiz, senior vice president of Univision’s Client Development Group. “But when you zero in on culturally connected Hispanic millennials, you uncover an even more desirable consumer younger, more open to your messages, more connected and more social and influential.”

“Culturally connected Hispanic millennials are the ideal targets for marketers,” said Chiqui Cartagena, vice president of Corporate Marketing, Univision. “Applying the insights uncovered in this study and the use of culturally relevant messages will provide a win for brands looking to reach highly engaged consumers.”

During Univision’s Hispanic 411 webinar Ruiz and Cartagena discussed the survey’s key findings, including:

The majority of Hispanic millennials have a powerful connection to their culture. Sixty-two percent of Hispanic millennials have a high or medium CCI. The study found that one of the ways this connection is expressed is through self-identification. Two-thirds of Hispanic millennials identify themselves as Hispanic and when you look at the high CCI Hispanic millennials, that number jumps to 89 percent. The connection is retained even as Hispanic millennials live in the U.S. – 40 percent of high CCI millennials have lived in this country more than 10 years. The study also suggests that culture runs deep as passing on family traditions to children (61 percent), observing family traditions (51 percent), customs and holidays and enjoying traditional Latino meals (68 percent) all ranked high among total Hispanic millennials. Those numbers shoot up at least 31 percent for high CCI millennials, who also say socializing with others in the Hispanic community is extremely important (90 percent).

Culturally connected Hispanic millennials are more deeply engaged with technology. They own more smartphones (81 percent vs. 72 percent) and tablets (27 percent vs. 24 percent) than the total Hispanic millennial population, and they also do more with them. In the past three months, high CCI millennials were more likely to download TV shows to their devices – 23 percent vs. 17 percent for smartphones, and 20 percent vs. 18 percent for tablets. And when it comes to movies, high CCI millennials averaged two more streams (10.5) over the past three months than the total Hispanic millennial population.

Hispanic millennials are active brand experimenters, using digital media to inform their choices. Seventy-one percent of the total Hispanic millennial population said they are extremely comfortable using the Internet to find out more information about brands and products. The study suggests, however, that high CCI millennials, are more open to hearing from brands. Fifty-seven percent said they often sign up for email or text messages from brands vs. 43 percent of the total millennial population. They are also more likely to share information about brands via social media platforms (51 percent vs. 43 percent) and to go online to research a product after having seen a TV commercial (56 percent vs. 52 percent).

Spanish remains important to how millennials connect and watch. The Univision study found that 85 percent of the total Hispanic millennial population speaks Spanish. Seventy-nine percent of high CCI millennials say it’s the primary language they speak at home and 66 percent say they use Spanish to make new friends. High CCI millennials are watching TV in Spanish across genres. High CCI millennials are much more likely than Hispanics to watch novelas – which are strongly linked to Hispanic culture – as well as other dramas, news, celebrity news and talk shows. Soccer still remains king among sports watched on Spanish-language television, with one out of two Hispanics having watched in the last six months.

On behalf of Univision, Burke interviewed 502 Hispanic millennials and 252 Hispanic non-millennials across the United States. Millennials were defined as adults between the ages of 18-34.

To view the “Hispanic 411: Insights to Grow Your Business” webinar discussing these results, CLICK below (password: hispanic411) CLICK HERE.

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