1. Always Cite Your Sources
NM AZ WICT Welcomes Chiqui Cartagena, Vice President Corporate Marketing Univision Communications Inc.
Always Cite Your Sources

2. Meet Hispanic Millennials,
Your Culture Driven Consumer

3. How do we Define Millennials?
Hispanics who are
18-34

4. Hispanic Millennials in the U.S.15
million
Hispanic Millennials in the U.S.
Of the total U.S. Millennial population
21%
Total Hispanic Millennials by 2020
23%
Source: U.S. Census Bureau 2011 Population Estimates Released May 17, 20`2. U.S. Census Bureau Interim Projections by single year, age, sex, and Hispanic origin. Released August 2008.
2010 American Community Survey. 1 year Estimates.

5. “We Need to Reach Millennials”
Even younger
More open to your messages
More social and influential
More connected
Culturally Connected Hispanic Millennials
Millennials
Young
Open to your messages
Social and influential
Connected

6. Hispanic Millennials are similar to
non-hispanic millennials but their culture sets them apart

8. Millennials are distancing themselves from their Hispanic roots
TRUTH:
The majority of Millennials have a powerful connection to their Hispanic culture

9. Over 6 in 10 Millennials Have a High/Medium CCI
62%
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke

10. Majority Continue to Identify as Hispanic
Did not say
Hispanic and Not From the U.S.
Hispanic First From the U.S. Second
66%
89%
78%
Hispanic and From the U.S. Equally
From the U.S. First
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. % can add to more than 100% due to rounding.

11. Culture Important among Millennials that Immigrated 10+ Years Ago
How Long have they been Living in the U.S.?
Total Millennials
High CCI Millennials
26%
16%
Less than 5 years
39%
33%
5 – 10 Years
36%
40%
Nearly 1 out of 2 cultural connected Millennials have lived in the U.S for more than 10 years.
10+ Years 5% 6%
Did not say
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

12. Hispanic Millennials Keep their Traditions Alive
“Pass on your family’s Latino traditions and customs to your children”
61% of Total Millennials
97% of High CCI Millennials
“Observe my family’s traditions, customs and holidays through frequent parties, events and celebrations”
51% of Total Millennials
93% of High CCI Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke

13. Millennials Exhibit their Culture through Friends and Food
Among Hispanics, % agree it is extremely/very important
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Summary of top 2.

14. Only “acculturated” Hispanics are tech savvy
TRUTH:
Culturally connected Hispanics lead in the technology curve and social media

15. More Culturally Connected = More Tech Connected
Smartphones
Tablet Computer
72%
24%
Total Millennials
27%
81%
High CCI Millennials
34%
25%
Non- Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. *Summary of top 3.

16. Active Users of Social Media
% Have An Account
86%
40%
Total Millennials
88%
39%
High CCI Millennials
47%
14%
Non- Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. *Summary of top 3.

17. Technology Connects them with What Matters Most
Among Hispanics, % agree
Friends & Family
Events In Latin America
Culture & Heritage
“It makes it easier for me to connect with friends and family”
“It helps me follow the latest events in my country of origin outside the US”
“It has made it easier for me to connect with my culture and heritage.”
76%
67%
42%
Total Millennials
89%
84%
65%
High CCI
Millennials
66%
58%
47%
Total
Non-Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Summary of top 3.

18. Multi-Screen Audience
Millennials are a
Multi-Screen Audience
Even More for High CCI Millennials
In the past 3 months, % of Hispanics that:
Watch TV shows by downloading them to their smartphone
17% of Total Millennials
23% of High CCI Millennials
Watch TV shows by downloading them to their tablet computer
18% of Total Millennials
20% of High CCI Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Based on ratings top 3 box.

19. Millennials are Streaming Movies
High CCI Millennials Stream More Often
% Who streamed movies in the past 3 months
Average # of times they have streamed in the past 3 months
58%
8.5
Total Millennials
58%
10.5
High CCI Millennials
23%
2.5
Non- Millennials
Streamed a movie to your TV, Blu-Ray player, DVD player or computer from Netflix, Amazon, Hulu or other
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Among % who have stream in the last 3 months.

20. “I am extremely comfortable using the internet to find out more information about brands and products”
71%
of Total Millennials & High CCI Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Based on ratings top box.

21. Hispanics are not willing to try new brands
TRUTH:
Hispanics are active brand experimenters, using social media to inform their choices

22. Hispanics Value Brands that
Respect Them
Among Hispanics, % agree
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Summary of top 3.

23. Choose to Hear from Brands
High CCI Millennials
Choose to Hear from Brands
Among Hispanics, % agree
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Based on ratings top 3 box.

24. High CCI Millennials Share Information about Brands More Often
Among Hispanics, % who have done in the past 3 months
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. ***Based on ratings top 3 box.

25. TV Commercials Prompt Online
Product Research
Among Hispanics, % who have done in the past 3 months
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

26. Hispanic millennials don’t speak Spanish
TRUTH:
Spanish remains an important part of who they are the glue that connects them to family and friends

27. 85% of Millennials Speak Spanish
Majority are Bilingual
Among Hispanics, Language Speak At Home
85%
98%
86%
Note: “Bilingual” includes “Mostly Spanish” “Spanish/English Equally” and “Mostly English”
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Based on ratings top 3 box. Percentages might not add to 100% due to rounding.

28. Spanish is Used with Friends and Family
Even More so for High CCI Millennials
“I often use Spanish to connect and make friends”
“Spanish is the primary language we speak in home”
35%
49%
Total Millennials
66%
79%
High CCI Millennials
61%
42%
Non- Millennials
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

29. Spanish-language TV doesn’t resonate with millennials
TRUTH:
Culturally connected millennials are watching in Spanish

30. High CCI Millennials Watch a Range of Programming
Programs Watched in SL TV in the Past 30 Days
High CCI Millennials Indexed Against Total Hispanics
Avg.
Index = 100
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

31. When it Comes to Sports, Soccer is “King”
Sport Programs Watched in SL TV in the Past 6 Months #1
Professional Soccer #2
Boxing #3
Other sports programming
(game analysis, sports news)
1 out of every 2 Hispanics watched Professional Soccer in the last 6 Months
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

32. High CCI Millennials Watch a Variety of Sports
Programs Watched in SL TV in the Past 6 Months
High CCI Millennials Indexed Against Total Hispanics
Avg.
Index = 100
Millennials include Hispanics A18-34
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

33. Most of Top Ranked Programs among Millennials are in Spanish
Hispanic Adults 18-34
Bilingual Hispanic Adults 18-34
Rank
Net
PROGRAM NAME
Total Duration
Proj (000) 1
NBC
SUPER BOWL XLVI
207
3372 2
UNI
TERESA MON
247
2250 3
LATIN GRAMMY 11 11/10
180
1905 4
TERESA THU
120
1899 5
PREMIO LO NUESTRO 12 2/16
1838 6
FOX
FOX NFC CHAMPIONSHIP
241
1803 7
TERESA TUE
121
1753 8
MEXICO VS. BRASIL 10/11
148
1685 9
TERESA FRI
123
1620 10
TERESA WED
122
1587 11
FUERZA DEL DESTINO THU
763
1586 12
FUERZA DEL DESTINO MON
924
1548 13
FUERZA DEL DESTINO WED
1,031
1514 14
FUERZA DEL DESTINO TUE
800
1492 15
MEXICO VS. COLOMBIA 2/29
137
1432 16
FAMILIA CON SUERTE 2 MON
415
1389 17
FUERZA DEL DESTINO FRI
782 18
QUE NO PODIA AMAR MON
755
1347 19
ABISMO DE PASION MON
117
1345 20
CBS
GRAMMY AWARDS
213
1342 21
FAMILIA CON SUERTE 2 TUE
418
1337 22
FAMILIA CON SUERTE 2 THU
352
1336 23
QUE NO PODIA AMAR THU
717
1307 24
QUE NO PODIA AMAR TUE
824
1300 25
FAMILIA CON SUERTE 2 WED
355
1299
Rank
Net
PROGRAM NAME
Total Duration
Proj (000) 1
NBC
SUPER BOWL XLVI
207
1824 2
FOX
FOX NFC CHAMPIONSHIP
241
1056 3
UNI
LATIN GRAMMY 11 11/10
180
962 4
PREMIO LO NUESTRO 12 2/16
957 5
TERESA MON
247
925 6
CBS
GRAMMY AWARDS
213
840 7
FOX NFC PLAYOFF-SUN
201
759 8
MEXICO VS. BRASIL 10/11
148
751 9
TERESA THU
120
727 10
TERESA WED
122
676 11
TERESA TUE
121
674 12
TERESA FRI
123
672 13
FOX NFC PLAYOFF-SAT
225
633 14
AFC CHAMPIONSHIP ON CBS
189
628 15
FUERZA DEL DESTINO MON
924
623 16
AFC WILDCARD PLAYOFF
212
619 17
FUERZA DEL DESTINO THU
763
610 18
MEXICO VS. COLOMBIA 2/29
137
603 19
NOCHE DE ESTRELLAS 2/16 60
597 20
CBS NFL SINGLE - THU
194
587 21
FUERZA DEL DESTINO WED
1,031
583 22
FUERZA DEL DESTINO TUE
800
574 23
QUE NO PODIA AMAR MON
755
570 24
FAMILIA CON SUERTE 2 THU
352
563 25
FAMILIA CON SUERTE 2 TUE
418
562
17 of 25
in Spanish
23 of 25
in Spanish
Source: The Nielsen Company, NPM-H, All ad-supported broadcast & cable networks. All programming excluding breakouts & programs < 30 minutes, plus pre and post sports programming. Live+7 data. Total Day M-Sun 7a-2a Full Season (09/19/ /25/2012) Bilingual Reflects Personal Language (Mostly Spanish/Span-Eng Equal/Mostly English).

34. Key Takeaways
1 in 5 millennials are Hispanic; key influencers in this segment.
Most Hispanic Millennials have retained their culture at high or medium levels.
Cultural connection deeply influences Millennials across social interactions, attitudes, purchasing behaviors, technology usage and media consumption.
Marketers can be more successful by:
Targeting culturally connected millennials – more engaged, more social, more connected.
Conveying respect -- a key motivator.
Using culturally relevant messages to reach Millennials.

35. Questions

36. For More…
Other categories covered in the study: Entertainment, Beverage, Politics, Shopping
Download the Ad Age white paper here:
Reach Chiqui and Roberto at:
Visit for more; @chiquicartagena
Other Hispanic411 Webinar topics include: Path to Purchase and the Latino Vote

37. ¡Mil Gracias!

38. Beth Snyder Bulik
May 2012
“Instead of assimilating into U.S. culture, Hispanics are adding American ways to their traditional heritage and culture. Culture, to many U.S. Latinos, is tied to their self-identity”
“While some marketers realize the importance of cultural connection, there has been no standard way to measure it and apply it for different demographic groups”

39. Univision Millennials Research
Methodology
30-minute questionnaire in English or Spanish asking questions related to culture
502 online with millennials
252 by phone with non-millennials
Factor analysis narrowed down list of questions to 10 to create the Cultural Connection Index (CCI)
CCI was re-applied to the questionnaire responses to see how level of connection influenced behavior

40. A New Way to Calculate Cultural Influence
The Cultural Connection Index (CCI)
Socializing with others within my Hispanic community 1 2 3 4 5 6 7 8 9 10
Organizing or participating in events or activities in my Hispanic community
My parents have always inspired and guided me
I prefer shopping along with my family
One of my favorite things is to spend time with my family
My family is very important to me
In my culture, elders are always respected
I prefer to listen to Latino culture- inspired music
Enjoying traditional Latino meals or dishes
Observing your family’s Latino traditions, customs, and holidays
Total points earned 77
Total points possible
100
Respondent CCI score
77%
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke

41. How We Categorized >80 65 - 79 <64 High CCI Medium CCI Low CCI
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke