September 27, 2016
By Diego Vasquez
We’d never lump Millennials and Baby Boomers into one demographic group. Yet too often, people talk about Hispanics as though they’re just one group. The truth is that there are stark generational differences among young and old Hispanics in not just how they use media but what language they prefer to experience media through and how they view technology. That’s according to an expansive new report from PwC, released Monday. Matthew Lieberman, director at PwC, talks to Media Life about why young and old are so different, what buyers need to understand about this group, and what the language preferences mean.
What did you find most interesting or most surprising about this report?
What I find most interesting are the generational differences among U.S. Hispanic consumers.
For instance, the habits of third-generation Hispanic consumers differ from that of first- and second-generation Hispanics, and this was true across most of the media segments in our study. The Hispanic market, taken as a whole, is young–the majority is under the age of 40. It is crucial to understand the nuances that make up each generation and what makes them so different.
What can media buyers and planners take from it?
For U.S. Hispanic consumers, it is not a one-size-fits-all market, and they cannot be targeted collectively as one group. The population is diverse, based on home country, length of time and number of generations in the U.S., age, geographic disparity, and family-makeup differences. Each group can speak more than one language–both literally and figuratively–and can be receptive to different messaging and content.
It’s not enough anymore to have a “Hispanic target.” One must go deeper in understanding how origin of birth and/or generation affect the overall strategy, and adjust accordingly.
Why are Hispanics so tech-savvy? Why are they so much more likely to use emerging technology than other demos?
For U.S. Hispanic consumers, technology represents a way to connect–it’s a universal language anyone can speak. Technology can be mobile and be shared, meaning it reduces costs, which can be of concern. Specifically with mobile, smartphones have become an affordable communication and entertainment vehicle.
With a phone, U.S. Hispanics can stay in touch with friends and loved ones both in and out of the country, and also get unlimited access to information and entertainment that might otherwise be unreachable. For many, the phone is the only internet connection they have, heightening overall time spent on the device.
Lastly, technology is at the forefront of this market given its relative youth.
What’s so important about mobile to Hispanics–why does it outpace other ways of staying connected?
Among U.S. Hispanic consumers, the phone is sometimes the only means of internet connection. Often, it’s an internet connection shared amongst an entire family. The phone is also an inexpensive way to connect with those outside of the U.S.–especially with the advent of social media, which Hispanic consumers love and use frequently, as evidenced in the survey.
Do they seek out content in a certain language specifically? Or do they just engage with what they’re interested in, regardless of language?
PwC’s survey shows that for Hispanic consumers in the U.S., it’s more about the content itself than the language it’s in.
Only 1 percent of the survey respondents said they exclusively stream video in Spanish. More often than not, they view content bilingually – signifying a closer tie to the content overall.
Are Hispanics, especially young Hispanics, less willing to pay for TV content? Why?
U.S. Hispanic consumers tend to be more willing to pay for entertainment as a whole. Entertainment is a priority for this group, and they will make concessions to enjoy it as much as they can.
Yet sometimes they need to choose, and many of the Hispanic survey respondents said that there is enough content elsewhere that they do not necessarily need a pay-TV package. However, they were much more likely than non-Hispanics to say they’d re-subscribe if everything was aggregated.
Why do second- and third-gen Hispanics feel more connection with English-language TV?
Acculturation can have a strong effect on one’s connection with his/her surroundings, and this can manifest with overall preference of English- versus Spanish-language TV networks.
The longer someone is in the U.S., the more likely they are to prefer English-language TV. This does not mean that they don’t watch Spanish-language TV, or that they don’t prefer Spanish-language TV some of the time. But PwC’s research did show a mutual, gradual increase in preference towards English-language TV with generations.
For second- and third-generation Hispanic consumers, one or both of their parents were born in the U.S., which increases the opportunities to be surrounded by the English language. Whether it’s just English or in conjunction with Spanish, they can acculturate and meld into their U.S. surroundings at home, at school, or with their peers.
Why is movie-going growing among Hispanics? Is it among younger or older audiences?
U.S. Hispanic consumers put a high value on filmed entertainment across all age groups, with Hispanic Millennials aged 18-34 slightly outpacing their older counterparts aged 35-plus. On average, Hispanic Millennials saw 7.2 movies this past year, vs. 6.97 among Hispanics 35-plus.
Hispanic consumers are significantly more likely to see a movie on opening weekend, especially as Hispanic consumers as a whole like to be “in the know” and keep up with entertainment trends.
Source: Media Life Magazine
Recent Comments