News Column

Hispanics Estimated To Make up 65 Percent of 18- to 29-year-olds By 2015

Oct. 17, 2011

According to a new research study, U.S.-born Hispanics are estimated to make up 65 percent of 18- to 29-year-olds by 2015.

Tr3s: MTV, Música y Más conducted research on the rapid rise and distinctive behaviors of the new Hispanic millennial generation. They coined the research study "Death of the Hispanic Adult Demo as We Know It."

Since 2007, Tr3s surveyed nearly 10,000 Hispanic ages 14 to 34 to date. The latest study reveals the implications of U.S.-born Hispanics now dominating the 18 to 29 adult demographic, which are estimated to make up 65 percent of this demo by 2015, "revolutionizing the Hispanic adult demo as we know it," according to the study.

Key findings were presented by Nancy Tellet, SVP of Research for Viacom International Media Networks at the 2011 AHAA conference in Miami.

"This research helps us understand the massive changes taking place within the Hispanic adult segments, especially 18 to 34s, as US-born Hispanic Millennials begin to dominate the 18 to 29 segment," said Tellet. "We need to develop strategies that consider this demo, to better serve the Hispanic market and deliver results."


The "Death of the Hispanic Adult Demo as We Know It" study reflects a comprehensive, hybrid approach to the methodology that includes traditional, non-traditional and social media techniques. Resources include national online surveys, texting and Facebook interaction, as well as local focus groups and in-home studies in Los Angeles, New York and Houston. Key Findings

- Hispanic millennials respect parental authority, unlike many of their non-Hispanic Millennial counterparts. And they anticipate doing the same with their children (although maybe a little less strict).

- Hispanic millennials are living at home even longer: Large majorities of second generation Hispanic millennials live at home. A combination of the recession, the "American" delayed marriage and kids life-cycle mentality, and already having a tendency as young Hispanics to live at home longer is a recipe for a long extended stay at home ... which includes collaborative sharing among many of the responsibilities and purchasing dynamics of the household.

- Hispanic millennials prefer old-fashioned, real life romance. They have rejected the "passionless" contractual nature of "friends with benefits" and virtual pairing trends of many overall millennials.

- Hispanic millennials prefer brands, but are more "Brands with Benefits" than their first generation counterpart especially in the food and cleaning categories. Although, Hispanic millennials overall still prefer brands over usage of store brands.

- Hispanic millennials have adopted American open-mindedness. They can partner up on their own terms, when they want to, how they want to and with whom they want to (even partners of the same gender). Old rules no longer apply.

- Hispanic millennials have "very reluctantly" adopted the American "Live to Work" mentality to achieve the long term achievement goals they and their parents have for them.

- Hispanic millennials have become the tech police with their older family members. They feel that technology is their "Millennial turf" and TRY to control and dole out technology to family members by keeping it to the basics such as texting although they admit they often do not succeed.

- Life is tough ... but Hispanic millennials are tougher. The recession has hit them hard and their destiny may be delayed a little, but their struggles are nowhere near the struggles their parents had to go through and they made it through just fine. They have faith in their own perseverance.

- Hispanic millennials are stressed for success. They know they will get there, but it comes with a lot of stress. The stress comes from their parents who have told them it's their duty to succeed, from non-Hispanics who tell them they can't succeed, from the economy which isn't providing the jobs they have worked for and finally, for most of them, they are often the first in their family to take this path and there is no roadmap for success.

- Hispanic millennials try to be and expect others to be authentic and "real." To them, "authentic and real" is rooted in a rejection of elitist and hierarchical culture in favor of embracing working-class values. They appreciate straight talk, "warm" interacting over "cool" and many are choosing career paths that they describe as being healers, heroes and rescuers i.e. doctors, nurses, medical lab techs, police, soldiers, firemen, small business owners, animal rescuers, teachers, social workers, etc.. - Hisp

anic millennials want to stand out and be noticed ... but in a normal way. They don't want to be remembered as the "person who dances on tables." They want to be "unique" but not a "freak."

Secondary Sources: Simmons Winter 2011 12-month data

Source: Tr3s Hispanic Millennial Study

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