Hispanic Millennial Project Wave 1 Research Preview Hispanicize April 2,

2 Overview Introduction Why Hispanic Millennials The Hispanic Millennial Project Overview Comparing Hispanic Millennials Emerging Themes & Insights What’s Next

3 Jose R. Villa President / Senior Strategist Sensis Mario X. Carrasco Partner ThinkNow /in/JoseVilla /in/MarioXCarrasco ThinkNowResearch.com/blog SensisBureau.com

Introduction

5 Online Panel Over 30,000 respondents to recruit from Nationally-representative per census Unique recruitment model that encompasses online and offline recruitment methods such as Spanish- language television advertising Research Fortune 500 clients Over 30 years of research experience specifically in the Hispanic market Only Hispanic market research company that owns & operates an in-house panel Experts in Hispanic Market Research ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers in order to deliver high quality research to our clients that bear actionable and meaningful results.

6 BACKGROUND Advertising & digital agency 43 employees 12 million in revenue (2013) 16 years in business Independent, minority-owned Offices in L.A., DC, & Atlanta CAPABILITIES Research & Analytics Strategic Planning Media Planning & Buying Creative Development Digital Marketing Mobile & Website Development Hispanic, African-American, Asian Marketing

Why Hispanic Millennials?

8 Hispanic Population by Generation Source: Geoscape, State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series

9 21% of all Millennials are Hispanic… and will reach 23% by the year 2020 Source: Geoscape, American Marketspace, 2013

10 In key DMAs, Hispanic Millennials already represent the majority Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population

11 Non-traditional markets will witness the fastest growth in the next 5 years Source: Geoscape, State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series

12 Inevitably, they will become imperative to future household growth … Source: Geoscape, American Marketscape DataStream™ 2013 Series, Household growth by ethnicity

13 Yet 44% of Hispanic Millennials are foreign-born Source: Experian Simmons, Bicultural Hispanics (18-34) Spring Full Year Study, 2013 Series

14 To dig deeper into segmentation, points of tension, and difference between U.S.-born vs. foreign born. Why another Hispanic millennial research study?

The Hispanic Millennial Project Overview

16 The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.

17  Innovative research initiative on U.S. Hispanic millennials  Designed to compare Hispanic millennials to non-Hispanic millennials as well as their older Hispanic (35+) counterparts m Introducing the Hispanic Millennial Project

18 Research Methodology

19 Research Methodology ThinkNow Research conducted a nationwide online survey between March 14-19, A total of n=900 interviews were completed. Qualified respondents were segmented into one of the following three groups: *Non-Hispanic White does not include African-Americans, Asians and other ethnic groups Respondents in each group were weighted to match US Census for gender, age and US region. Hispanic MillennialsHispanics 35+Non-Hispanic White Millennials OriginSelf-identify as Hispanic origin Self-identify as White Non-Hispanic origin* Age18 to 34 years of age35 to 64 years of age18 to 34 years of age Base SizeN=300

20 Acronyms “HM” = Hispanic Millennials “FHM” = Foreign-born Hispanic Millennials “UHM” = U.S. Born Hispanic Millennials “NHM” = non-Hispanic Millennials “H35+” = Hispanics “FH35+” = Foreign-born Hispanics “UH35+” = U.S. born Hispanics 35-64

Comparing Hispanic Millennials

22 Hispanic Millennials vs. Hispanic 35+

23 Hispanic Millennials vs. Hispanic 35+

24 Hispanic Millennials vs. Hispanic 35+

25 Hispanic Millennials vs. Non-Hispanic Millennials

26 Hispanic Millennials vs. Non-Hispanic Millennials

27 Hispanic Millennials vs. Non-Hispanic Millennials

28 Hispanic Millennials vs. Non-Hispanic Millennials

29 U.S. born Hispanic Millennials vs. Foreign-born Hispanic Millennials

30 U.S. Born vs. Foreign-born Hispanic Millennials

31 U.S. Born vs. Foreign-born Hispanic Millennials

Emerging Themes & Insights

33 Hispanic Millennials (particularly foreign- born) are much more optimistic

34 HM’s are more satisfied with the direction of US compared to NHMs How Satisfied are you with the Direction that the US is going in?

35 Hispanic Millennials continue to believe & be driven by the American Dream

36 Hispanic Millennials believe much more in the “American dream” vs. Non Hispanics The “American Dream” is something I believe in

37 For Hispanic Millennials, the American Dream is something they continually aspire to accomplish vs. Non-Hispanics The “American Dream” is something I strive for

38 Hispanic Millennials have different perceptions of success

39 Hispanic Millennials place significantly more importance on having children vs. Non Hispanic Millennials Having children is very important to me

40 Hispanic Millennials place less importance on Marriage than their older Hispanic counterparts Marriage is very important to me

41 Heightened importance of higher education

42 Graduating from a 4-year college is a goal for 46% of Hispanics Millennials compared to only 31% of non-Hispanic millennials A Future Goal

43 Graduating from a 4-year college is a strong indicator of success 50% of foreign-born Hispanic millennials Indicator of Success

44 Foreign Born Millennials - the forgotten segment

45 Foreign-born Hispanic Millennials the most interested in fitting in with the mainstream I want to fit in with the mainstream

46 Religion plays a significant role in the life of FHMs Religion plays a big role in my life

47 Foreign-born Hispanic Millennials are still heavy Spanish language media consumers What language do you normally consume media? (TV, radio, internet, & magazines)

48 Re-evaluating the decision maker in the Hispanic household

49 Many Hispanic Millennials contribute majority or pay about half of the household costs How much, if at all, do you contribute to your household's finances?

50 Hispanic Millennials: entrepreneurial at heart

51 Owning your own business is a strong indicator of success for 47% of Hispanic millennials compared to 23% of non-Hispanic millennials Strong Indicator of Success

52 For 57% of foreign-born Hispanic millennials, owning a business is a future goal, compared to 45% of U.S. born Hispanic millennials A Future Goal

What’s Next

54 Next Phases of our Research Multiple Waves Healthcare - Behaviors, Motivations, and Attitudes Segmentation Banking / Financial Service Behavior Points of Tension

55 Sign-up for the full … and follow-us on

56 Contact Jose VillaMario X. Carrasco (213) (818)