ThinkNow & Sensis: The Hispanic Millennial Project
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The Hispanic Millennial Project Wave 2 report explores healthcare attitudes and behaviors of Hispanic millennials in the U.S., highlighting their unique health perceptions and practices compared to other demographics. Key findings indicate that they engage in healthier lifestyles, trust doctors to a degree, and demonstrate a strong preference for the Affordable Care Act, while also facing cultural tensions regarding health decisions. The report provides implications for marketers on how to effectively reach and communicate with this demographic based on their specific health attitudes and reliance on technology.
ThinkNow & Sensis: The Hispanic Millennial Project
- 1. The Hispanic Millennial Project Wave 2: Hispanics and HealthCare - 2014
- 2. 2 Overview • Introduction • HMP Overview • Emerging Themes • Comparing Hispanic Millennials • Points of Tension • Implications for Marketers • What’s Next
- 3. Introduction
- 4. The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and market research firm ThinkNow Research.
- 5. 5 The Hispanic Millennial Project ƒ Innovative research initiative on U.S. Hispanic millennials ƒ Designed to compare Hispanic millennials to non-Hispanic millennials as well as their older Hispanic (35+) counterparts ƒ Digs deeper into points of tension, segmentation, and difference between U.S.- born vs. foreign born. www.HispanicMillennialProject.com
- 6. 6 Hispanic Millennial Project Wave 2: Healthcare The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful differences between this group and other cohorts. This 2nd wave focuses on healthcare, and explores attitudes and behaviors associated with health, diet, and exercise, as well as health-related technology, insurance, and the Affordable Care Act.
- 7. 7 ThinkNow Research 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. #HMPDC
- 8. 8 BACKGROUND ÓDVERTISINèDIèITALAèENCY ÓEMPLOYEES Ó 12 million in revenue (2013) ÓYEARSINBUSINESS Ó*NDEPENDENT MINORITY-owned Ó0FFICESIN- DC, TLANTA $1#*-*5*4 Ó3ESEARCHNALYTICS Ó4TRATEèIC1LANNINè Ó .EDIA1LANNINè#UYINè Ó$REATIVE%EVELOPMENT Ó%IèITAL.ARKETINè Ó.OBILE8EBSITE%EVELOPMENT Ó)ISPANIC FRICAN-American, SIAN.ARKETINè
- 9. 9 Research Methodology • ThinkNow conducted a nationwide online survey in June 2014 • A total of n=908 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 U.S. Census for age, gender, and U.S. region Research Abstract: The Hispanic Millennial Project research combined the following research elements: • Literature – An analysis of third party research on Hispanic Millennials • Secondary Research – An analysis of syndicated research data (U.S. Census Bureau, Experian Simmons, Geoscape, etc.) on Hispanic Millennials • Primary Research/Quantitative Research – Online survey data gathered by ThinkNow Research Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials Origin Self-identify as Hispanic origin Self-identify as Hispanic origin Self-identify as White Non- Hispanic Origin Age 18 to 34 years of age 35 to 64 years of age 18 to 34 years of age Base Size N=302 N=305 N=301
- 10. 10 Overview This study shows that healthcare is a vital topic for Hispanic Millennials. On the one hand, the data suggests that Hispanic Millennials are at the forefront of the well-documented health “craze” sweeping the nation. On the other hand, we see Hispanic Millennials’ cultural views about health are rooted in traditional ideas inherited from their older Hispanic cohorts, while they clearly diverge from these conventional notions, they are reinventing them at the same time.
- 11. Emerging Themes
- 12. 12 Hispanic Millennials… 1. Have sophisticated health attitudes 2. Are cautiously optimistic about health 3. Are engaged in healthy lifestyles 4. Embrace health technology 5. Trust doctors to a degree 6. Are widely insured 7. Predominantly favor the Affordable Care Act
- 13. Theme 1 Have sophisticated health attitudes
- 14. 14 Diet, feeling good, and exercise define health “What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)
- 15. 15 Proactive about managing health “Which, if any, preventative measures are you taking to avoid health problems in the future?”
- 16. Theme 2 Are cautiously optimistic about health
- 17. 17 Report lower levels of stress Which suggests Hispanic Millennials are more optimistic about their health. “How would you consider your stress level overall?” Based on a 5-point scale – Completely Stress Free to Very Stressful
- 18. 18 Yet concerned about hereditary illnesses “You mentioned that you are concerned about getting an illness / condition in the future. What illness / condition is that?”
- 19. Theme 3 Engage in healthy lifestyles
- 20. 20 Far more likely to exercise regularly “How often do you exercise, if at all?” 4+ Times per Week (Net)
- 21. 21 And exercise for health-related reasons “Please rank the top 3 reasons why you exercise.”
- 22. 22 More likely to search online for organic products “I search online for organic products first before shopping.” Agreement with statements about diet (Top 2 Box)
- 23. 23 Significantly higher engagement in team sports Difference in attitudes towards exercise corroborates close knit social ties. “Which of the following types of exercise do you take part in regularly?” Playing a team sport (basketball, soccer, football, volleyball, etc…)
- 24. Theme 4 Embrace health technology
- 25. 25 Hispanic Millennials embrace health technology They are using mobile apps for health-related reasons. “Do you use mobile applications (“apps”) for health-related purposes?”
- 26. Theme 5 Trust doctors to a degree
- 27. 27 The doctor is the most trusted source Which sources are you likely to use when looking for health-related information or advice?
- 28. 28 Yet resistance to see the doctor persists “I don’t need to get check-ups or see a doctor unless it’’s absolutely necessary.””
- 29. Theme 6 Widely Insured
- 30. 30 Higher percentage receive public assistance “How do you get your health insurance?”
- 31. Theme 7 Predominantly favor the Affordable Care Act
- 32. 32 High familiarity of the Affordable Care Act Familiarity with Affordable Care Act Awareness of Affordable Care Act among those aware
- 33. 33 Over half in favor of The Affordable Care Act Perception of The Affordable Care Act
- 34. 34 Health insurance favorability tied to income Opportunity to educate lower income Hispanic Millennials about the positive benefits of the Affordable Care Act. Perception of Affordable Care Act (By income)
- 36. Hispanic Millennials vs. Hispanics 35-64
- 37. 37 Living active lifestyles Hispanic Millennials are more likely to lead active lifestyles, while older Hispanic are more cautious about their health. What does being “healthy” mean to you? How would you define “healthy”? Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes)
- 38. Hispanic Millennials vs. Non- Hispanic Millennials
- 39. 39 Common Diets Hispanic and non-Hispanic Millennials converge in terms of what they avoid eating. “Please rank the top 3 things you look for in food before eating (or the ones you try to avoid most).” Biggest Concern Overall
- 40. 40 Yet uncommon concerns Hispanic and non-Hispanic Millennials diverge when it comes to which illnesses they are concerned about. “You mentioned that you are concerned about getting a certain illness/condition in the future.” What illness/condition is that?
- 41. 41 More likely to exercise and engage in team sports Hispanic Millennials are more likely to exercise and engage in team sports compared to non- Hispanic Millennilas. How often do you exercise, if at all? Which of the following types of exercise do you take part in regularly?
- 42. 42 In favor of the Affordable Care Act Hispanic Millennials are more in favor of the Affordable Care Act compared to Non-Hispanic Millennials. Perception of Affordable Care Act
- 43. U.S. Born vs. Foreign-born Hispanic Millennials
- 44. 44 U.S. Born emphasize mental health U.S. born Hispanic Millennials are more likely to define health as being happy, while Foreign born Hispanic Millennials are more likely to define it as not having physical problems. What does being “healthy” mean to you? How do you define “healthy”?
- 45. 45 Exercise to relieve stress Foreign born Hispanic Millennials are more likely to exercise to relieve stress compared to U.S. Born Hispanic Millennials. Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes).
- 46. 46 Preference for home remedies over medicine Foreign Born Hispanic Millennials are more likely to prefer home remedies over medicine compared to U.S. Born Hispanic Millennials. Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes).
- 47. Hispanic Millennial Males vs. Females
- 48. 48 More optimistic about their health Hispanic Millennial Males are more optimistic about their health compared to women. How would you rate your overall health? How do you think your health will be 5-10 years from now?
- 49. 49 More likely to consult their spouse Hispanic Millennial Females are more likely to consult their spouse for health-related information compared to Males. Which sources are you likely to use when looking for health-related information or advice?
- 50. 50 More likely to suffer from a health condition Hispanic Millennial Females are more likely to suffer from clinical depression compared to males.
- 52. 52 Points of Tension ƒ 0NEOFTHEMOSTIMPORTANTWAYSTOESTABLISHA deeper understanding of Hispanic Millennials is to comprehend the points of tension characterizing their lives. ƒ SMARKETERS WEKNOWPOINTSOFTENSION provide powerful opportunities to communicate and connect with consumers.
- 53. 53 Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face. • Because they live in two cultures, caught between very different generations, they face constant cultural tensions related to decisions about health and wellness. • We identified points of tension as it relates to healthcare.
- 54. 54 Rate overall health as good, but still concerned Rate overall health as good, yet still preoccupied with health concerns. “How would you rate your overall health?” Results of Top 2 Box: Excellent/Good “I am concerned with my health today” Results of Top 2 Box: Strongly Agree/Somewhat Agree
- 55. 55 Seeing a doctor is not part of the vernacular Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go unless it is an emergency. “Seeing a doctor regularly is important to me.” Results of Top 2 Box: Strongly Agree/Somewhat Agree “I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.” Results of Top 2 Box: Strongly Agree/Somewhat Agree f p gy g g
- 56. 56 Inner well-being versus outside appearance Health is defined in terms of diet and exercise, yet the cultural impulse to maintain physical appearance is strong. What does being healthy mean to you? How do you define “Healthy”? (Open end) “Please rank the top 3 reasons why you exercise?” Healthy ?
- 57. 57 Trust doctors to a degree Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a second opinion. “What sources do you trust most for health-related information or advice?” “I always get a second opinion from other doctors.” Results of Top 2 Box: Strongly Agree/Somewhat Agree
- 58. 58 Eating right is important yet difficult Female Hispanic Millennials define health as having a good diet, however they are more likely to claim that they eat less healthy. What does being healthy mean to you? How do you define “Healthy”? (Open end) Agreement with statements about diet Results of Top 2 Box: Strongly Agree/Somewhat Agree
- 59. 59 Online health information used more than trusted Female Hispanic Millennials are more likely to seek out health-related information or advice online. However, they are less likely to trust the internet over doctors. “What is the most trusted source that you are likely to use when looking for health-related information or advice?” “What sources are you likely to use when looking for health-related information or advice?”
- 61. 61 Marketing Healthcare to Hispanic Millennials • Avoid pandering – Hispanic Millennials have fairly sophisticated attitudes and enlightened health behaviors • Focus on active, well-rounded lifestyles – Hispanic Millennial are actively engaged in living well-rounded and active lifestyles – They exercise more regularly, watch what they eat, and take dietary supplements on a regular basis
- 62. 62 Marketing Healthcare to Hispanic Millennials • Be positive and upbeat yet realistic – Hispanic Millennials are more optimistic than non-Hispanic Millennials about their health today – They also have a lingering preoccupation with hereditary health concerns common in the Hispanic community • Address long-term benefits of health maintenance – Hispanic Millennials proactively take preventative measures to avoid health problems in the future – They exercise more often and increasingly monitor the types of food they eat
- 63. 63 Marketing Healthcare to Hispanic Millennials • Leverage technology and mobile apps – More and more Hispanic Millennials turning to the internet and digital tools to manage their overall health – U.S. Born Hispanic Millennials embracing the internet as a trusted source versus Foreign born Hispanic Millennials that trust doctors – Growing reliance on mobile apps to track physical activity and diet • Educate lower income Hispanic Millennials about ACA – There is an opportunity to educate lower income Hispanic Millennials about the existence of affordable healthcare options
- 64. 64 Implications from Wave 1 Research Still Relevant for Wave 2
- 65. 65 Avoid Millennial Generalizations Approach foreign-Born Hispanic .ILLENNIALS%IFFERENTLYTHANU.S. born Counterparts
- 66. 66 Spanish--ANèUAèE.EDIA*S,EYTO Reaching Hispanic Millennials 3ECOèNIZEAND-EVERAèETHE Differences Between U.S. born and foreign-born Hispanic Millennials
- 67. 67 Other Considerations for Marketers • Enlist doctors for endorsements – Hispanic Millennials, particularly the Foreign Born, view doctors as an authoritative voice • Communicate the long-term benefits of fitness – Hispanic Millennials see exercise as a way to maintain health and avoid health problems later • Highlight nutritional information especially about calories – Hispanic Millennials pay attention to what they eat, particularly calories, sugars, and types of fats
- 68. 68 Other Considerations for Marketers • Market organic products – Hispanic Millennials are avid consumers of organic products and actively research them online • Market vitamins and dietary supplements – Hispanic Millennials are sold on the benefits of supplements • Emphasize the added bonus of boosting physical appearance – Hispanic Millennials are culturally tied to maintaining their health for the sake of physical appearance
- 69. Wrap-Up
- 70. 70 What’s Next • Sensis and ThinkNow Research will release future waves of this study throughout 2014 and early 2015 • Forthcoming waves will address the following topics: – Wave 3: Banking / Financial Services – Behaviors and Attitudes (Oct 2014) – Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Dec 2014) – Wave 5: Media Consumption and Digital Behavior (Feb 2015)
- 71. 71 Download the full reports @ www.HispanicMillennialProject.com … and follow-USON5WITTER @HispMillennial
- 72. Appendix
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