Research

Recently Insight Tr3s took a closer look at Hispanic young adults still living with their parents. As Tr3s revealed in its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty, 45% of Hispanics 18 to 34 reside with their parents – and when you look at bicultural Hispanics 18 to 29, that figure rises to nearly 60%. The Great Recession is the root cause of their extended stays at home. It’s tough to save enough money to move out, and even those with the means to leave have anxieties about “something happening” that loom large enough to keep them in their childhood bedrooms. As a result, they are sacrificing privacy for the comforts of familial closeness — and not making plans to leave anytime soon. By Insight Tr3s

Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume, according to Nielsen’s first Local Watch Report.

Mother’s Day is this Sunday, and for a second week we are taking a closer look at Hispanic Moms. As part of its 2012 research study, “Hispanic 18-34s Living the ‘Next Normal,” Tr3s talked to Latino families to find out more about what their lives are like. By Insight Tr3s

The universe of U.S. television homes is growing—and so is the TV audience. According to Nielsen’s 2014 Advance National TV Household Universe Estimate (UE), there are 115.6 million TV homes in the U.S., up 1.2% from the 2012-2013 estimate of 114.2 million. Nielsen estimates that 294 million persons age 2 and older live in these TV homes, an increase of 1.6% from last year.

I have been conducting ethnographic interviews with Hispanics in the last several months and have visited many homes and talked to many Latino women. I have looked at their bathrooms and bedrooms and have seen many of the products these families use for styling their hair. I got the impression they are very much into the hair style product category, but qualitative observations can only go so far in terms of making generalizations about the population. By By Felipe Korzenny, Ph.D.

Tr3s unveiled key findings from its comprehensive study, “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty.” The Tr3s study includes research from Viacom Inc.’s recent global study “The Next Normal: An Unprecedented Look at Millennials Worldwide” and delves into the key reasons shaping millennial impressions, memories and emotions that speak to the uncertainty of young adulthood in today’s world (the economy, natural disasters and terrorism are US Hispanic Millennials’ top three concerns).

A record 33.7 million Hispanics of Mexican origin resided in the United States in 2012, according to an analysis of Census Bureau data by Pew Research Center. This estimate includes 11.4 million immigrants born in Mexico and 22.3 million born in the U.S. who self-identified as Hispanics of Mexican origin.

The Latino population in the U.S. is growing—and in places many people might not be looking. While historically Hispanic-designated market areas (DMAs) like Miami and New York still have the largest shares of the Latino population, new research from Nielsen highlights how the pace of growth is soaring in a range of areas outside of these concentrated immigrant gateways.

As part of its Thought Leadership strategy to provide in-depth understanding of the diversity of the Hispanic market, AHAA: The Voice of Hispanic Marketing explores the Upscale Latino segment as part of its research series released during the AHAA 2013 Conference. The study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. The most influential segment since the baby boomers, Upscale Hispanics will drive shifts in category consideration, purchasing behavior and brand relationship.

“To know thy own target audience” could be the mantra of today’s successful marketing campaigns. Hispanic Millennials, GenXers and Boomer generational segments have unique consumer buying patterns. How they view the marketplace is influenced by a combination of macro-trends of their respective generations, by their lifestage priorities, and by their cultural orientation. This AHAA study, in collaboration with AARP, Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study, dives into the differences in buying behavior of these segments as well as how they compare to their general market counterparts. In doing so, this study identifies business building opportunities for marketers.

Manuel Delgado – CEO of AGUA Simply put, the American Dream is the only reason why Hispanics are here. The pilgrims came to America as religious refugees, looking for a better place to make their lives. Hispanic immigrants come here as economic refugees, looking for a better place to make a living. We’re here because we can work here. There are as many journeys to the US as there are Hispanics.

Mother’s Day is almost upon us – a time for celebrating all that mothers do for their families. With the goal of uncovering what the Hispanic parents of today are really like, Tr3s talked to Latino families as part of its 2012 research study coined “Hispanic Adult Millennials Living The Next Normal: Age Of Uncertainty”. By Insight Tr3s

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC. The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing. For that reason, I was compelled to cover key highlights in this post. Here they go:

Available on HispanicAd.com’s El Blog