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From: [MP] MediaPost Op-Ed [email protected]: Engage-Hispanics: The Media, Entertainment And Technology World of Cross-cultural Millennials
Date: 6 August 2015 15:32To: [email protected]
SUBSCRIBE RSS REPLY TO EDITOR HOMEBy Jose Villa Thursday, Aug. 6, 2015
The Media, Entertainment And Technology World ofCross-cultural MillennialsMillennials are the most heavily researched and analyzed group in America. Yet, most of this researchhas failed to understand the roles ethnicity and culture play on this highly diverse generational cohort (43%of millennials are either Hispanic, African-American, Asian or of mixed race). This has been impetus behindthe Hispanic Millennial Project initiative.
This fifth and final wave on media, technology and entertainment rounds out 18 months of research oncross-cultural millennials. The key question the research tried to answer is, are there ethnic differencesamong millennials that affect their media consumption, entertainment preferences and use of technology?
Shifting Millennial TV Viewing Habits
Across all millennial groups, on average, most TV watching takes place via either online streaming or istime-shifted (DVR or DVD).
In fact, Hispanic, Non-Hispanic White and African-American millennials are overwhelmingly binge viewers.
Hispanic Millennials Still Watch Live TV
Surprisingly, 55% of Hispanic millennials are watching at least some Spanish TV. Even among U.S.-bornHispanic millennials, almost half (47%) are consuming Spanish TV. The majority indicates they watch TV inSpanish and English equally.
One of the key reasons Hispanic millennials have not “cut the cord” to the same extent as other millennialgroups is a desire to watch Spanish-language programming (23%).
White Millennials Are Avid Movie-goers and Mobile Gamers
While a lot has been written about the importance of Hispanic moviegoers, research indicates that non-Hispanic white millennials are still Hollywood’s most prolific demographic. White millennials are going tothe movies almost once a month, with Hispanics tracking closely behind at once every month and a half.
And white millennials are driving the surge in mobile gaming, with 62% indicating they played a video gameon a mobile device in the last 30 days and 56% indicating they play daily, far ahead of other millennialsegments.
African-American Millennials are Heavy Gamers
While not typically associated with gaming, African-American millennials log heavy gaming hours, secondonly to white millennials.
Of African-American millennial gamers, 62% are “core,” “hardcore” or “pro” gamers, closely trailing whitemillennials.
As with the other waves of our millennial research, the research identified numerous cultural, behavioraland psychographic points of tension that characterize the media, entertainment and technology lives ofcross-cultural millennials.
Hispanic Millennials Want to See Themselves in the Media without Seeing Themselves in the Media
One of the most interesting findings was a cultural point of tension for Hispanic millennials about how theyare portrayed in the media. Hispanic millennials, much like all other millennials, indicated a strongcorrelation between their heritage and their entertainment choices.
Yet the ethnicity of actors and actresses is not as relevant to Hispanic Millennials. This is in sharp contrastto Asian and African-American millennials.
Clear Dissonance between Asian and Western Cultural Beliefs
One of the objectives of the research was to understand how certain “stories” or themes common inAmerican culture resonate with cross-cultural millennials. For Hispanic, white and African-AmericanMillennials, we found a consistent embrace of themes such as those tied to a belief in “happy endings” and
Millennials, we found a consistent embrace of themes such as those tied to a belief in “happy endings” and“everything working out in the end.” Yet many Asian millennials rejected many themes commonlyexpressed in American pop culture.
These cross-cultural findings have direct and actionable implications for content creators, the gamingindustry, Pay TV providers, technology companies and all advertisers in general.
Streaming services should add and create more Spanish and Asian language content.
Content should reflect unique life experiences of Hispanic millennials, not just their ethnic identity.
African American millennials are a core segment of gamers to be targeted for new games, genres,and platforms.
Spanish-language media is key to reaching Hispanic millennials
Post your response to the public Engage:Hispanics blog.
See what others are saying on the Engage:Hispanics blog.
About the author: Jose Villa, Founder and president, Sensis
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