A collaborative research effort by Social Lens Research and MocoSpace to put forth key findings on Hispanic smartphone usage trends, including entertainment and spending habits.

1. Community Check-in:
Hispanic Millennial Entertainment Consumption Trends
October 21, 2014
@JulieDiazAsper
1

2. THE US POPULATION IS
GETTING MORE HISPANIC
Sources:
Pew,
AHAA
54.1 million Hispanics
1 in 4
of US births are Hispanic
1 in 5 teens
is of Hispanic decent
Every 30 seconds,
a Hispanic turns
18 years old
2

3. HISPANIC MILLENNIALS
Source:
Experian,
Pew
21 million
Hispanic Millennials
21% of US
Millennial Population
55% US Born
18 to 34 year olds
3

4. 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

5. 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

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

7. 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
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 20147

8. 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
28%
Don’t compare/
NA
22%
Unique,
Even random
13% Like peers
8
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

9. 68% FEEL BEING SELECTIVE IS MORE
IMPORTANT THAN BEING FIRST
What’s more Important?
68%
Being selective
32%
Being First
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 20149

10. 46% SEARCH OUT NEW RELEASES AND ANOTHER
29% PAY ATTENTION TO NEW RELEASES ON SOCIAL
% THAT SEARCH OUT OR
PAY ATTENTION TO NEW RELEASES
25%
Once in awhile
search
21%
Constantly
search
14% Not really
searching/
paying attention
29%
Notice /
pay attention
on Social
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

11. 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%
Other social Ad
Update from brand I like/follow
A sponsored update from a
blogger I follow
6%
11
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

12. 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
12
TOP MOTIVATORS FOR PURCHASES
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

13. 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%
13
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

14. BUDGET AND PAYING BILLS TOP WAYS TO USE
AN EXTRA $200. GOING TO THE MOVIES
TOPPED THE FUN MONEY LIST
If you gave me $200, I would______________
Pay Bills
58%
Save the Money
Go to a movie with a
Special person
52%
40%
Buy video game
23%
Buy concert tickets
20%
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

15. 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
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

16. HOLIDAYS, BIRTHDAYS AND OTHER OCCASIONS
DRIVE ENTERTAINEMENT SPENDING
ENTERTAINMENT SPENDING
During the holidays
50%
On birthdays
Other celebration (Mother’s
Day, graduation)
47%
27%
Monthly Going Out
Budget
22%
Monthly
Subscription Fees
15%
16
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

17. TOPPING THE HOLIDAY LIST IS NEW GADGETS
TOP OF THE HOLIDAY SHOPIING LIST
New Phone
38%
Gaming Console
A New TV
34%
31%
Computer
25%
Tablet
23%
17
Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

18. MANY EXPECT TO KEEP THE SAME OR INCREASE
THEIR LEVEL OF ENTERTAINMENT CONSUMPTION
FUTURE PLANS FOR ENTERTAINEMENT
TIME
SPENT
(within the next six months)
BUDGET
SPENT
21%
More
69%
Same
10%
Less
21%
More
58%
Same
20%
Less
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Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014

19. TOP 10 IMPLICATIONS
LEAD WITH MOBILE
TRAILERS/DEMOS/MUSIC
VIDEOS ARE KING
LOOK AT MUSIC AS A HOOK
THINK OF ENTERTAINEMENT AS
A GIFT ITEM
BE READY FOR THE END
OF DECEMBER DOWNLOADS
1
2
3
4
5
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

20. TOP IMPLICATIONS
6TARGET PARENTS
MONITOR SOCIAL FOR TRENDS
IDENTIFY AND ENGAGE TOP
INFLUENCERS
LOOK AT OPPORTUNITIES TO
CREATE SOCIAL EXPERIENCES
MAKE IT EASY TO SHARE/SPREAD
7
8
9
10
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Community Check-in: Hispanic Millennial Entertainment Consumption Trends Study October 2014

21. LET’S DISCUSS
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Community Check-in: Hispanic Entertainment Consumption Trends Study October 2014