Download pdf - Social Lens Research: MocoSpace Community Check In, Hispanic Millennials Entertainment Consumption Trends

Community Check-in: Hispanic Millennial Entertainment Consumption Trends

October 21, 2014 @JulieDiazAsper

1

THE US POPULATION IS GETTING MORE HISPANIC

Sources: Pew, AHAA

54.1 million Hispanics

1 in 5 teens is of Hispanic decent

1 in 4 of US births are Hispanic

Every 30 seconds, a Hispanic turns

18 years old

2

HISPANIC MILLENNIALS

Source: Experian, Pew

21 million Hispanic Millennials

55% US Born

21% of US

Millennial Population

18 to 34 year olds

3

A LOOK AT ENTERTAINEMENT CONSUMPTION OF HISPANIC MILLENIAL

28% of respondents were Hispanic Millennials (367)

50% male/50% female

51% are parents

1,298 MILLENNIALS SURVEYED

4

MUSIC IS THE TOP ENTERTAINMENT CATEGORY FOR HISPANIC MILLENNIALS

1 LISTENING TO MUSIC 77%

2 SOCIAL MEDIA 56%

3 WATCH VIDEOS/ TV/MOVIE

54%

4 PLAY GAMES 46%

5 WATCH SPORTS 44%

5

TOP OVERALL ENTERTAINMENT CONSUMPTION

Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

60% SPEND AT LEAST 3 HOURS A DAY ON ENTERTAINEMENT

5 Or More Hours 38%

More Than 3 To 5 Hours 22%

About 2 To 3 Hours 24%

Less Than 1 Hour 12%

Don’t Spend Much Time 4%

6 Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

66% ONLY OR MOSTLY USE MOBILE DEVICES FOR ENTERTAINMENT

33%

Mobile Mostly 33%

Around 50% Mobile 18%

Only Sometimes On Mobile 12%

Rarely/Don’t Use Mobile 4%

Mobile Only


59% VIEW THEMSELVES AS HAVING UNIQUE, SOMEWHAT DIFFERENT TASTE THAN PEERS

My taste in music, movies, TV and games is __________________

37% A mix, some surprises on playlist

22% Unique, Even random

28% Don’t compare/NA

13% Like peers


68% FEEL BEING SELECTIVE IS MORE IMPORTANT THAN BEING FIRST

What’s more Important?

68% Being selective

32% Being First


46% SEARCH OUT NEW RELEASES AND ANOTHER 29% PAY ATTENTION TO NEW RELEASES ON SOCIAL

% THAT SEARCH OUT OR PAY ATTENTION TO NEW RELEASES

21% Constantly search

25% Once in awhile search

29% Notice /

pay attention on Social

14% Not really searching/

paying attention


SOCIAL PLAYS A BIG ROLE IN THE DISCOVERY OF NEW ENTERTAINMENT CONTENT

Seeing Trailers, Game Demo/Music Video On Social

48%

Friend(s)/family post a update/tweet

23%

A sponsored update from a YouTube or Vine Star

11%

6%

11%

A sponsored update from a blogger I follow

Other social Ad

Update from brand I like/follow

6%


ENTERTAINMENT IS A SOCIAL EXPERIENCE AND WHAT OTHERS WANT PLAYS A BIG ROLE

1 A GREAT TRAILER, DEMO, MUSIC VIDEO

2 MY KID/OTHER FAMILY WANTS TO WATCH/ PLAY/LISTEN

3 WHAT BY FRIENDS THINK

4 BUZZ ON SOCIAL SITES

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TOP MOTIVATORS FOR PURCHASES

Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

65% SHARE ON SOCIAL WHEN THEY LOVE A NEW SONG, MOVIE, GAME, AND ETC.

SHARE WITH PERSONAL FRIENDS VIA SOCIAL SITES

48%

USE HASHTAGS AND @ TO SHARE WIDELY

FOLLOW/LIKE ARTIST/MOVIE/GAME ACCOUNTS

17%

23%


BUDGET AND PAYING BILLS TOP WAYS TO USE AN EXTRA $200. GOING TO THE MOVIES TOPPED THE FUN MONEY LIST

Pay Bills 58%

Save the Money

Go to a movie with a Special person

52%

40%

If you gave me $200, I would______________

Buy video game 23%

Buy concert tickets 20%


ONLY 23% SPEND ALL THEIR ENTERTAINMENT BUDGET ON THEMSELVES

My Special Someone/Spouse

36%

Other Family 28%

Friends 18%

Only Me 23%

56% of parents spend on their kid’s entertainment


HOLIDAYS, BIRTHDAYS AND OTHER OCCASIONS DRIVE ENTERTAINEMENT SPENDING

During the holidays 50%

On birthdays

Other celebration (Mother’s Day, graduation)

47%

27%

Monthly Going Out Budget 22%

Monthly Subscription Fees

ENTERTAINMENT SPENDING

15%


TOPPING THE HOLIDAY LIST IS NEW GADGETS

New Phone 38%

Gaming Console

A New TV

34%

31%

Computer 25%

Tablet

TOP OF THE HOLIDAY SHOPIING LIST

23%


MANY EXPECT TO KEEP THE SAME OR INCREASE THEIR LEVEL OF ENTERTAINMENT CONSUMPTION

TIME SPENT

FUTURE PLANS FOR ENTERTAINEMENT (within the next six months)

BUDGET SPENT

21% More

69% Same

10% Less

21% More

58% Same

20% Less

18 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014

TOP 10 IMPLICATIONS

LEAD WITH MOBILE

TRAILERS/DEMOS/MUSIC VIDEOS ARE KING

THINK OF ENTERTAINEMENT AS A GIFT ITEM

LOOK AT MUSIC AS A HOOK

BE READY FOR THE END OF DECEMBER DOWNLOADS

1

2

3

4

5


TOP IMPLICATIONS

MONITOR SOCIAL FOR TRENDS

IDENTIFY AND ENGAGE TOP INFLUENCERS

LOOK AT OPPORTUNITIES TO CREATE SOCIAL EXPERIENCES

MAKE IT EASY TO SHARE/SPREAD

TARGET PARENTS 6

7

8

9

10


LET’S DISCUSS

21 Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014