Ad Age Insights recently published a White Paper entitled “The Cultural Connection: How Hispanic Identity Influences Millennials” discussing what influences Hispanic behaviors and how it relates to their cultural influences. Univision Consumer Insights Research and Burke Inc. produced the Cultural Connection Index to show their findings on Hispanic Millenials.
Here are some highlights to take away from the study that will better help us to understand Hispanics:
- Millennials born outside the U.S. are the most culturally connected.
- Millennial women are more culturally connected than millennial men.
- The cultural connections of Hispanics influence their social interactions, attitudes, purchasing behaviors, technology usage and media consumption.
- Developing a cultural-connection metric helps identify what is unique about Hispanics. It clarifies for marketers how Hispanics can power their brands and fuel future growth across many demographics.
- The message to marketers is clear: Figure out what is important to Hispanics, what their cultural connections are and how those influence their lifestyle and decision making. Then speak to them, particularly the influential millennials, through that lens.
- Nearly 80% of total Hispanics have a high or medium connection to Hispanic culture.
- 61% of Hispanic millennials are bilingual. This percentage holds steady among millennials with a high cultural connection. 59% of nonmillennials with a high cultural connection are bilingual.
- Much research exists that demonstrates Hispanic consumers are extremely brand loyal.
- Marketers who target baby boomers, Gen X and Gen Y, need to understand that Hispanic culture is as important to a 21-year-old Mexican born in the United States as to a 65-year-old Colombian who immigrated 15 years ago.
- The rise of connected technology such as mobile communications, broadband internet and social media has created an easy, efficient and economical way for Hispanics to keep their cultural connections alive.
- Hispanic millennials, who make up about 20% of all U.S. millennials, according to the U.S. Census, are influencers and early adopters, much like the rest of the younger U.S. demographic.
To see the complete Ad Age Insights study, click here.