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Millennials and Gen Z consumer’s digital marketing and retail expectations, real estate market rising and more consumer insights. A summary of the most relevant consumer behavior research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

Millennials and Gen Z Consumer Insights

  • TotalRetail surveyed 900 U.S. consumers aged 18-64 to find out their digital marketing expectations. Overall, shoppers agree that personalization is desirable, but those aged up to 34 believe it is a requirement. Millennials and Gen Z consumers accept ads as part of browsing online, but they’d rather they were personalized (46.7%). Nearly 40% recall clicking on an ad before making a purchase.

 

  • “The Future of Unattended Retail”, a study by Pymnts and USA Technologies, has found that millennial and Gen Z consumers would shop for unusual items at unattended channels such as vending machines and kiosks. According to the study, 35% of millennials and 29% of Gen Z would be willing to spend more on non-traditional products offered through those channels. As for categories, 82% said if they would buy health items, and 64% would purchase beauty products from a vending machine or kiosk.

 

More Insights

  • According to a report by Bloomberg, the real estate market has experienced a recent surge it hasn’t seen in years. Home sales increased 34% in January, reaching the highest point for January since 2012, according to a survey by John Burns Real Estate Consulting. Factors contributing to this surge are mainly “consumer confidence, job growth, strength in the stock market and a dip in mortgage rates”, Rick Palacios Jr., director of research for the real estate consulting firm, told PYMNTS.com.

 

  • A research report on news consumption from the Danish research group AudienceProject has found that 68% of Americans use online news sites on a weekly basis, with 37% calling online their main source of news. However, only 13% of consumers say they are currently paying for news content. That compares to 38% of news consumers in Norway and 20% in Sweden who currently pay for online subscriptions. Moreover, the percentage of Americans paying for online news has fallen by 2% since 2017.

 

  • A POLITICO/Qualcomm global survey shows that people are worried about how the next-generation wireless technology could worsen privacy issues. In the U.S., only 21% of consumers surveyed would accept lower privacy standards in exchange for super-fast speeds. But consumers in China (64%), India (64%) and Brazil (61%) expressed much greater enthusiasm towards 5G.

 

 

 

Disney VS Netflix, consumers’ thoughts about Amazon, and retail marketing insights. A summary of the most relevant consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

  • There doesn’t seem to be a clear winner in the Disney VS Netflix fight yet. According to a new survey by Piplsay, half of Americans surveyed said Disney Plus is “as good as” Netflix. On the other hand, 28% said it’s not as good, while 23% said they think it is better. In addition, 37% of respondents said Disney Plus is better than Amazon Prime Video and Hulu. Also, about 42% said Disney Plus is as good as Hulu. Finally, 40% said Disney Plus is as good as Prime Video.

 

  • A survey by Convey of 2,000 U.S. consumers indicates a good amount of people don’t really like Amazon but shop there any way to get free shipping. The survey found that 24% of those surveyed had negative views of Amazon’s impact on the retail industry. In a similar way, 27% felt “very or somewhat” negative about the company’s effect on the environment. However, 21% of those respondents who worried about Amazon’s impact on the industry still bought half of their goods on its site. About 24% who thought Amazon’s practices are damaging to the environment also bought half their stuff there. 

 

  • According to the “State of Consumer Behavior Report 2020” from Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. Almost two-thirds (62%) find store associates helpful. More than half (57%) of respondents said they would go to physical locations for exclusive discounts, but 23% said they would care for unique experiences. More than 68% of respondents searched for a better price online after finding a product at a physical store.

 

  • A survey of more than 2,200 U.S. adults from Morning Consult and PRWeek found 41% of Millennials like when brands show their commitment to social causes. However, 39% think companies are trying too hard to make it look like they care. About half (46%) of Baby Boomers and Gen X feel (42%) feel that companies “try too hard”. Finally, 35% of Boomers and 33% of Gen X like brands that “show off their commitment.”

 

  • A new report from agency Boston Digital titled ‘How Brands’ Social Media Impacts Consumers’ that surveyed 554 respondents found brands need to be entertaining online. Two thirds (65%) of consumers say they are more likely to purchase from a company they’ve followed for a month. More than half (54%) are ‘very’ or ‘extremely’ likely to look at a company’s social presence while researching a product. However, more than half (51%) said content needs to be relevant to them.

 

 

Shopping habits on and offline, brand loyalty, and mobile technology on fire this 2020! A summary of the most relevant consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

  • According to a new consumer survey from TD Bank, millennials made nearly four major purchases in the past year on average. In comparison, Gen Xers and Baby Boomers averaged 2.8 major purchases combined. Millennials not only spend more, but they are also more thoughtful about their purchases. According to the survey results, they spend more time, on average, researching major purchases than any other group. Compared to baby boomers and Gen Xers, millennials are also more likely to research products through a retailer’s website, social media, and third-party websites. Also, they’re more likely (39%) to research financing options than their elders (22%).

 

  • The 2020 Deloitte Global Automotive Survey, which questioned more than 35,000 consumers in 20 countries, found U.S. consumers are not very enthusiastic about paying for automotive technology. For instance, 60% of U.S. consumers are unwilling to pay more than $500 for advanced safety technology. In a similar way, 66% of surveyed Americans said they wouldn’t pay for advanced connectivity, 75% for infotainment, 58% for autonomy, and 54% for alternative engine solutions.

 

  • Valassis has released the findings from a study conducted with Kantar, which surveyed 1,000 U.S. consumers about their shopping habits. The study, The Future of How People Shop, found that 68% of consumers believe they have become better equipped to make informed purchase decisions compared with five years ago. Thus, 60% of consumers often research products online before making a purchase, and 62% said they closely read product labels. Many of them also rely on advertising, as 43% of consumers said targeted advertising should be able to guide them through the store to locate products.

 

  • Research by Soti, published by Mobile Marketer, has found that mobile technology is important for better retail experiences. More than three fourths (78%) of U.S. consumers said retailers that implement mobile technology for both shoppers and store employees enable a faster shopping experience. Almost half (45%) of shoppers said they prefer sales associates to use mobile devices for checkout on the sales floor rather than heading to the traditional cash register. In addition, Soti’s data shows 53% of consumers use credit and debit cards, while 23% prefer cash and only 11% use mobile payment apps.

 

  • According to a Criteo study which surveyed over 1,000 U.S. consumers, 73% of shoppers are willing to try new brands they have heard positive things about. Discounts and offers often drive consumers who decide to check out a new brand, agree 93% of respondents. Criteo found 57% of U.S. shoppers rely on apps to look at products and get ideas, 55% use them to check out ratings and reviews, and 58% to make purchases. Overall, Criteo found 52% of shoppers look forward to shopping in stores when they have time. On the other hand, 41% enjoy shopping in stores to understand what’s in style or new, and 37% prefer to do as much online shopping as possible.

 

 

What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

 

  • According to Zenith‘s Media Consumption Forecasts, people around the world will spend an average of 800 hours using the mobile internet this year. By 2021 the total will rise to 930 hours, or the equivalent to 39 full days. Across the 57 countries that were surveyed, people will spend a collective 3.8 trillion hours using the mobile internet this year, rising to 4.5 trillion hours in 2021.

 

  • FinTech adoption among consumers has nearly doubled over the past 18 months, according to the latest EY Global FinTech Adoption Index. Globally, 64% of digitally-active consumers across 27 markets use FinTech. US consumer adoption has grown 29.5% in the last four years, and 96% of global consumers are aware of at least one money transfer and payment FinTech service.

 

  • Mobile marketing company Motive expected 77% of Americans to celebrate Fathers Day, spending about US $16 million on gifts. It’s likely that most fathers got clothing (43%), giftcards (42%), and books & CD’s (22%).

 

  • Research by Accenture found more than half of consumers said they would pay more for sustainable products designed to be reused or recycled. The survey of 6,000 consumers in 11 countries across North America, Europe, and Asia found that while consumers remain primarily focused on quality and price, 83% believe it’s important or extremely important for companies to design products that are meant to be reused or recycled. Nearly three-quarters (72%) of respondents said they’re currently buying more environmentally friendly products than they were five years ago, and 81% said they expect to buy more over the next five years.

 

  • Sumo Heavy’s survey of more than 1,000 U.S. consumers found that only one out of five consumers have shopped using a voice assistant like Amazon Alexa or Apple’s Siri. Less than half (46%) of U.S. consumers said they never use voice assistants, while another third said they rely on them regularly.  Fewer than half (42%) of frequent voice assistant users have shopped with voice commands.

 

  • According to a survey by Deloitte, about 53% of people born between 1983 and 1996 now subscribe to gaming services, versus 51% who pay for television. That is compared with Deloitte’s survey last year, in which paid subscriptions among millennials were 44% for video games and 52% for television.

 

  • UBS Evidence Lab‘s survey of 2,029 adult consumers who visited a fast-casual restaurant at least once a month found that McDonald’s is the best positioned among its peers. According to the survey, the most commonly cited reasons to visit McDonalds more often are good value and promotions. Only 18% of respondents said that nothing would make them go more. Burger King and Wendy’s were ranked in second and third place, respectively.

 

What: Kantar has published the results of a study that aims to understand millennial households in Latin America.
Why it matters: A quarter of the population of Latin America is millennial, and they account for 24% of total FMCG spend – equivalent to US $30 billion dollars.

 

Millennials are on every marketer’s mind, for one reason or another. In Latin America, they account for 24% of total FMCG spend, equivalent to US $30 billion dollars. Most of them are grown-ups, which means marketers should be thinking of understanding not only how they behave, but also how they fulfill their responsibilities and care for their families.

Kantar has released the results of a study titled Demystifying Millennial Families that aims to provide the full picture: what’s on millennials’ minds? What are their households like? What are their priorities? While it’s true that they are digitally connected all day every day, this also means they expect products, services, and experiences to be personalized, so brands need to be able to tailor their message specifically for their target if they wish to make an impact. Below are a few of the study’s main findings.

 

Millennial Families: What Makes Them Different

According to Kantar’s report, 8 in every 10 millennial households have young children, defining to a great extent the family’s cares and concerns. Two-thirds (66%) of these households are low-income families, and half are getting by on a single income. Half of millennial housewives in Latin America do not have jobs and the ones who do only work part-time. If we add to that the financial pressures of the country they live in, millennials have it difficult. Because of this reason, they are switching to economy brands and looking for special promotions.

High-income families, on the contrary, represent 34% of the millennial population in Latin America. They tend to have smaller families, of one or two people and are less likely to have kids.

Source: Kantar, Demystifying Millennial Families

What Do They Buy?

To a great extent, what millennial families buy (and how they buy) depends on their income and whether they have children. The report shows 63% of high-income families own a car, compared to only 22% of low-income families.

Millennials are also spending a big percentage of their budget on groceries, and e-commerce is growing fast in this category. As said in the report, this is set to be an increasingly key channel through which to reach millennials, with value share expected to reach 5% in Argentina and 3% in Brazil and Mexico by 2025.

The products in millennials’ baskets are directly related to their families’ needs. Diapers, powdered milk, snacks, biscuits, and bread are the most-bought products among low-income households, making up 15% of the value share. UHT milk, beer, yogurt, pet food, and cheese are the top categories (14.5% value share) for high-income families. As for their online purchases, personal care products make up almost half of all FMCG products bought online by millennials, twice that of the general population.

As the report concludes, marketers really need to be aware that the millennial generation has grown, and so have their hopes and responsibilities: “It’s time to revisit millennial shoppers and adjust our view of who they are – recognizing the line that exists between high-income and low-income households. Only then can we successfully reach, target and engage this vitally important group.”

 

 

What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to an AlphaWise/Morgan Stanley survey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.

 

  • Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).

 

  • According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.

 

  • A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.

 

  • Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).

 

 

 

 

What: First Insight has released the results of a study that examined the shopping behavior of U.S. and U.K. consumers, and found that millennials are still the biggest contributors to the success of certain retail models.
Why it matters: Millennials’ growing shopping power forces brands to identify the right ways to connect with this generation.

 

First Insight has published the results of a consumer study conducted in the U.S. and the U.K. to examine shopping habits, purchase behavior, and influences driving purchase decisions. The survey was answered by a sample of more than 1,000 U.S. consumers and 565 U.K. respondents. The study revealed that millennials contribute more than any other generation to the success and longevity of certain retail models, as they tend to spend more, shop more often, and are more open to adopting new retail models such as subscription boxes.

“Where millennials shop, how they shop and when they wear the brands they love are direct reflections of how they define themselves,” declares First Insight’s report. “To tap into this lucrative group of shoppers, retailers must be able to connect with this generation through the right shopping experiences and unique products at the right price.”

 

The Biggest and Most Impulsive Spenders

According to First Insight’s study, millennials in both the U.S. (74%) as well as the U.K. (58%) are most likely to spend more than $50/£50 per visit in-store as well as online. This compares to 71% of Generation X and 65% of Baby Boomers in the U.S., and 42% of Generation X and 38% of Baby Boomers in the U.K.

In both the U.S. and the U.K., millennials have the highest added-to-cart percentage rates both in-store and online. In the U.S., 87% of millennials said they “sometimes or always add items to their carts they weren’t planning to buy when shopping in-store.” This compares to 86% and 78% of Generation X and Baby Boomer respondents, respectively. U.K. respondents mirrored these responses closely: 83% of millennials said the same, followed by 76% of Generation X and 69% of Baby Boomers.

 

Subscription Boxes: A Hit Thanks to Millennials

First Insight’s data shows that usage of subscription box services is driven primarily by millennials, as 31% of respondents from this generation are currently receiving subscription boxes in the U.S. versus 21% and 8% of Generation X and Baby Boomers, respectively. In the U.K., 32% of millennials versus 22% of Generation X and 10% of Baby Boomers are currently subscribers.

However, data shows a significant difference between U.K. and U.S. shoppers when considering the longevity of this model. While in the U.S., 32% of study participants intend to subscribe in the next six months, only 13% of U.K. respondents said the same. Also, significantly more U.K. respondents said they “never subscribed” to subscription boxes than those in the U.S. While 49% U.K. Millennials, 63% of Generation X and 84% of Baby Boomers reported they never subscribed to a subscription box service, in the U.S., 33% of Millennials, 48% of Generation X and 64% of Baby Boomers said the same.

 

Millennials Like to Show Their Love

As the report explains, “Flexing is to wear or display brands to show a personal association with the brand. This can be done to display wealth or status, or to make a statement.” One of the study’s findings was that sports brands are the most popular for flexing in both the U.S. and U.K., with millennials the most likely to flex all brands across every category. In the U.S. and the U.K., respectively, an average of 23% and 24% of respondents said they are flexing sports brands, while only 17% of U.S. respondents and 21% of U.K. respondents flex luxury brands. 

When it comes to items being flexed, people in both the U.S. and the U.K. are flexing clothing the most (57% vs. 51% of U.K and U.S. respondents, respectively), followed by shoes (35% of U.K. respondents and 42% of U.S. respondents), and accessories like watches, jewelry and bags (20% of U.K. respondents and 28% of those in the U.S.)

 

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to Packaged Facts in the report The Financial Services Market: African Americans and Hispanics, as of 2018, some 70% of U.S. adult consumers say they don’t like the idea of being in debt—a response rate has held relatively steady since 2009, even as consumers have gradually added debt to their balance sheets. African American consumers are 28% less likely than the average U.S. consumer to feel financially secure, but at the same time, they are 16% less likely than average to view the idea of being in debt negatively. Likewise, Hispanic consumers are 15% less likely than the average U.S. consumer to feel financially secure, and they are also more likely than average to say they are no good at saving money.

 

  • US organic sales surpassed US $21 billion in sales in the 52-week period ended Nov. 24, 2018, which was up nearly 9% from the previous 52-week period, according to Nielsen Homescan household projected data. Millennials spent 14% more on organic products compared to the previous 52-week period, and Hispanic consumers spent over 13% more.

 

  • More and more Mexicans are willing to try online grocery shopping, as demonstrated by recent Comscore data. 4.5 million users buy on Walmart, followed by Soriana (1.1 million) and Superama (992,000 users). Bearing in mind that Mexico’s total population reaches over 65 million users, the market of online grocery shopping has great potential in this country.

 

  • The latest findings from MRI’s Cord Evolution research show that Americans watch TV or video in groups almost half (48%) of their total viewing time. Over half (58%) of co-viewing time is spent watching with a “significant other,” while children account for 19%; adult family members, 16%; and friends, 9%. Preferred genres for watching with others change depending on who else is in the room; while Movies come in first or second in all four co-viewing situations, and Comedy TV Shows consistently place in the top three, Sports score highest when friends are the co-viewers.

 

  • According to a report by Pew Research Center, the views of Gen Z – those ages 13 to 21 in 2018 – mirror those of Millennials. Only about three-in-ten Gen Zers and Millennials (30% and 29%, respectively) approve of the way Donald Trump is handling his job as president. This compares with 38% of Gen Xers, 43% of Boomers and 54% of Silents. Similarly, while majorities in Gen Z and the Millennial generation say government should do more to solve problems, rather than that government is doing too many things better left to businesses and individuals, Gen Xers and Boomers are more evenly divided on this issue. For their part, most Silents would like to see a less activist government.

 

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to the Social Lens Research Voice Command Study: Current State, diverse moms who are constantly online and own multiple devices are the current power users of voice. The study shows 45% of multicultural moms use voice to find a store;  42% use voice to find a movie, and 83% use voice in a car.

 

  • MVI Marketing LLC (MVI)’s team recently completed a consumer research study asking wealthy, millennial age, Asian-American and Hispanic/Latino-American consumers about their shopping preferences and behaviors. Certain brands consistently denote status, quality, prestige, and affluence among Forward-Facing Immigrants (FFI) consumers in this study. They are most likely to purchase luxury travel, spa experiences, and hotels via mobile device or on the internet. Yet other areas such as fashion and jewelry still require the touch and in-person experience. Both Asian Americans and Hispanic Americans also value a personal stylist, private shopping rooms and post-sales follow-up.

 

  • A new Criteo report focuses on where former Toys “R” Us and Babies “R” Us shoppers are now spending. Amazon has become the top Toys “R” Us replacement (34%), though Walmart (31%) has captured nearly as much share, while Target (18%) is also filling in as a substitute. Convenience was cited as the biggest factor in choosing a new retailer for toys and children’s products.

 

  • In a recent studyNielsen tested 35 natural face wash claims among 300 category users who have bought face wash in the past six months to assess which product claims they thought were the most credible and desirable to aid manufacturers to understand which attributes have the most potential for future development. The study found that consumers view classic ingredients like vitamin E, aloe and coconut oil as the most believable in supporting their respective claims.

 

  • Pew Research Center surveyed Americans and asked them to describe in their own words what makes their lives feel meaningful, fulfilling or satisfying. 69% think family is what gives meaning to their lives, while 34% consider their career fills this role. 20% of respondents believe their faith makes their life satisfying, while only 11% think it is “learning”.

 

 

Feature image by Mindandi@Freepik.com

What: We talked to Manny Gonzalez, Senior Director, Multicultural, at Moet Hennessy US, about the challenges of marketing alcoholic beverages to Millennials in the US.
Why it matters: Millennials are a crucial sector of the U..S  population, they have a 25% share, and studies have shown they drink less than previous generations. The succesful engagement of millennials is  increasingly important for alcoholic-beverage brands.

 

Why is Marketing to Millennials so Difficult?

Millennials are an elusive segment of the population. Millennials include people born between 1985 and 2000, which results in a wide range of ages, values, and interests. Perhaps this is what makes them the hardest group to market to, and it is increasingly important for brands to understand how to connect with them since they account for 25% of the population.

Perhaps the two most distinctive features of Millennials are 1) their ability to adapt easily to new technologies (and their broad interest in using them), and 2) they like the values of a product to coincide with their own. This means that Millennials are more likely to consume a product that supports a cause they believe in. Millennials are creators; most of them post their own content online, and they like to interact with content that speaks to them.

1. Millennials Don’t Like Your Parents’ Booze

Recent studies have shown young people drink less than previous generations. How is that possible? It might have to do with several factors. To begin with, they are more into “healthy living” than their parents. According to an Eventbrite survey, only 1 out of 10 millennials thinks getting drunk is “cool”, while 4 out of 10 think being drunk is “embarrassing”.

Another study shows millennials are now consuming more cannabis than beer, but the most important reason lies at what we perceive as “drinking less”. According to Manny Gonzalez, senior director, multicultural at Moet Hennessy US, “while millennials in general are drinking less, those millennials that continue to drink are drinking more craft beer, more wine, and more premium spirits”. It’s not a matter of how many millennials are drinking, but rather of what they are drinking.

They’d Rather Try Something New and High-Quality

“Millennials are always looking for something new, they’re always looking for the latest,” explains Gonzalez. “[They are in the] age range where consumers are most promiscuous; in other words, they’re more willing to experiment with different brands, different categories, than their older counterparts,” which is why cocktail bars and mixology parlors are so popular among them.

And even better if the quality of the brands is really high. 20 years ago, young people weren’t used to premium spirits; today there seems to be a close link between premium alcoholic drinks and rarity, which makes them twice as interesting. “If you tell them a single-malt scotch is pure, or is rare, or ‘there are only 100 barrels of this scotch’, they’ll find that appealing because of the exclusivity of that particular spirit,” asserts Gonzalez.

2. Marketers Need to go Where Millennials Are

If they wish to succeed, alcohol marketers need to understand how the landscape has changed. “Twenty years ago bars and nightclubs and restaurants were great channels for alcoholic beverages to promote themselves,” explains Moet Hennessy’s Manny Gonzalez. “Young people went to nightclubs to listen to the latest music and to connect with people. Well, those two things can now be done quite effectively over the internet.”

Millennial consumers are constantly increasing their purchase over the internet; alcoholic beverage companies need to get smarter at that.

Thus, if millennials don’t go to where you are, you need to go where millennials are. The problem is, in Manny Gonzalez’s words, that “at the end of the day you still have to direct people to the place of purchase“, which in many cases for millennials is the Internet. E-commerce has increased dramatically, but “due to laws and legal restrictions, the alcoholic beverage industry hasn’t been able to move as quickly to online purchase“, says Gonzalez. Then, what alcoholic beverage brands need to do is be present in digital and social media. At this point, everyone knows millennials are very active in digital in social media, and yet, “Some brands are overinvesting in traditional media and not enough in digital media,” points out Gonzalez.

3. Making Mistakes is Easy…

“Because millennials are experimenters, brands need to be careful with what they determine to be a trend“, Gonzalez claims while he recounts how, six years ago, it seemed the vodka trend was going to be around forever, but “One could argue quite easily that vodka trend turned into a vodka fad.”

… Because Millennials See Right Through You

“The second mistake that brands make,” says Gonzalez, “is when they promote a brand or product that lacks authenticity.” A recent study shows 37% of millennials are willing to purchase a product or service that supports a cause they believe in, even if it means paying extra. Brands’ values are increasingly transparent, and young consumers know the difference between fragile values that are only a marketing façade and true support for a real cause. “You’d be amazed at how many brands partner up with super popular personalities and celebrities that the millennial consumer sees right through, they say ‘I can’t believe that X celebrity would ever drink your product.'” Then, it doesn’t matter if brands position themselves in digital media if everyone can see they’re not authentic.

… And They Can Tell When Content is Memorable

Going to digital and social media is not enough. Every brand is targetting millennials right now, in order to really get their attention, content needs to be very relevant to them. One thing that they are very receptive to is storytelling. “Instead of trying to get their message across in a 30-second TV spot, [alcoholic beverage companies] now have the opportunity to do that through videos that they stream through social media like Instagram, Facebook, and YouTube,” suggests Manny Gonzalez, “and instead of cramming it into a 30-second ad, they can tell the story the brand wants to tell.”

4. Millennials Embrace Diversity

Not all millennials are created equal. For example, numbers show Hispanic millennials over-index in all social media, as well as in mobile-device use. “We’ve seen for a long time that [Hispanics] were very disappointed in terms of content coming from the traditional Spanish-language media channels, and certainly the English-language media channels,” says Gonzalez. “They discovered that the Internet, through social and digital media, is more inclusive of their interests and lifestyles than the traditional media have been.”

But perhaps the most valuable lesson of all is that, while every person comes from a different place and culture, today young people are united precisely by diversity. “Millennials, unlike their older counterparts, are more embracing of cultural diversity. So a millennial Hispanic is more willing and comfortable being around by Asian-Americans and African-Americans and gay and lesbian people than their parents.” So, in order to really succeed, brands need to understand the millennial embrace of cultural diversity; in a sense, they need to become more diverse themselves.

What: Facebook and Netflix resulted YouGov BrandIndex’s 2017 brands generating the most positive word of mouth among millennials.
Why it matters: Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year.


YouGov BrandIndex has released 2016-2017 WOM (word of mouth) ranking among Millennials in the US.

Taking the first and second spots respectively, Facebook and Netflix resulted YouGov BrandIndex’s two most positive word of mouth brands among millennials.

HEB Grocery Company, LP, also known as HEB Grocery Stores, is an American privately held supermarket chain based in San Antonio, Texas, with more than 350 stores throughout the U.S. state of Texas, as well as in northeast Mexico. Even though HEB may not be known by many people outside Texas, the brand has managed to reach the ranking’s third spot. While much has been made of regional supermarkets, none of their metrics came close to H-E-B with adults 18 to 34.

Massive global retailer Walmart ranked number 4th in the top 10, while Amazon ranked 8th. However, the American electronic commerce and cloud computing company was able to move up two spots since 2016.

Lingerie and womenswear marketer Victoria’s Secret 5th position may be attributed to the company’s dominating social media presence and annual runway showcase.

Beverages & Drins is the least popular sector among Millenials Starbucks and monster Energy Beverages, which signed a global distribution deal with Coca-Cola, came in at number 9 and 10 respectively.

Top WOM Rankings

 

Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year. The brand jumped from 31% to 45% on Word of Mouth, a 14-percentage point hike.

Top WOM Improvers

 

For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” All respondents for this research were adults 18 through 34 years old.

featured image: State Farm, Flickr

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Kenshoo‘s recent study, “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” spoke to 3,100 consumers in the United States, Germany, United Kingdom and France, and 85% said that Google is a top resource for product discovery and research, while 72% of shoppers said the same of Amazon. 56% of customers check Amazon first when researching merchandise.

According to Zenith’s Advertising Expenditure Forecasts, between 2016 and 2019, social media in-feed ads, online video, and other digital formats, such as paid content and native advertising will drive 14% annual growth in total display advertising. Total display expenditure will rise from USD$84bn to USD$126bn, and by 2019, total display will account for 50.4% of internet advertising expenditure, passing the 50% mark for the first time.

A new study by PlaceIQ, “State of Integrated Marketing 2017: Mapping the Journey to Success,” found that 47% of marketers say developing a unified cross-channel customer experience was one of their top three priorities this year. 37% of marketers cited the ability to accurately measure cross-channel results as the most pivotal factor for successful integrated marketing, and 81% ranked location data as the first or second most important element.

According to a study by On Device Research, 47% of consumers state that seeing fewer ads than they do watching linear TV is an incentive to subscribe to paid on-demand TV. 87% of the survey respondents are using mobile apps for more than two hours per day, and 75% of respondents claiming to shop online at least once a month.

According to a study by The Values Institute, Amazon is America’s most trustworthy brand, followed by Marriott, Microsoft, Hilton and Southwest Airlines.

64% of marketers surveyed by Bazaarvoice and Ad Age said that they are not fully clear on the origins of their data sources.

According to a recent study from Deloitte on Millennials and luxury, American millennials spent far less on luxury spending than other markets. Over 25% of the American Millennials report no luxury purchases of $500 or more in the last 12 months, while the survey average across global markets was only 16%.

A Goldsmiths University study found that 61% of respondents preferred a tailored approach when it came to marketing engagement by brands. 53% claimed that they appreciate when a brand is able to use their data to provide a personal experience, but 76% want to know how their data is being used.

A survey by Forrester Research has found that four in 10 teen users aged 12-17 say there are too many ads on YouTube.

LATAM MARKET

According to a study from the Internet Association of Mexico, online activity and interactions among Mexican internet users increased from 20.2% to 70% between 2006 and 2016.

Starting in January 2018, the Argentinean Trivento brand will become the first official wine of the MLS until 2020. Trivento will be allowed to use any of the 20 MLS clubs in its advertising campaigns and create new MLS-branded packaging for its products.

Join us at PORTADA Mexico!

What: Both broadcast networks and non-linear outlets face challenges with brand awareness among young adult audiences, according to ANATOMY’s 2017 “The Young and The Brandless” report.
Why it matters:  Young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands.

ANATOMY has released the results of its 2017 The Young and The Brandless” report, which provides an in-depth look at the media consumption, content discovery habits and network brand recognition capabilities of young (18-26) adults.

Building awareness of the network brand behind programming is extremely important to both broadcast and OTT networks because strong brands are leveraged as a curatorial tool by viewers, which in turn, helps build awareness of new programs and facilitates critical program discovery. However, networks are finding this to be an increasing challenge.

The report indicates that young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands. The cause for concern for broadcast networks is, however, that 50% of young millennials watch exclusively on desktop or mobile devices.

Furthermore, linear viewership is declining year over year, while desktop and mobile viewing is growing year over year. In order to future proof a network brand, it is critical for networks to improve their promotion in non-linear digital spaces.

At the same time, while the survey shows that young millennials who watch primarily on desktop and mobile platforms are, on average, better than TV viewers at connecting OTT program brands to their related network brands – with the notable exception of Netflix – the overall brand awareness of these OTT networks lags behind that of the broadcast networks. Without the benefit of broadcast TV, OTT services have less room for error in their non-linear digital promotion efforts. Without a secure level of brand relevance among young viewers, outlets such as Amazon and Hulu are going to find it challenging to achieve their ambitions.

linear viewership is declining year over year, while desktop and mobile viewing is growing year over year

Key millennial viewership trends

  • The most common way for young millennials to consume television content (71%) is OTT platforms with one in two watching entertainment exclusively on desktop or mobile devices.

 

  • 58% of young millennials learn of new programming directly through friends and family or on social media. Young millennials are less likely to recall advertising as a consequential factor in discovering new TV programs.

 

  • In an aided brand recognition survey, Netflix yielded the highest brand awareness scores in comparison to other OTT platforms and broadcast networks. 65% of young millennials matched Netflix programs to the Netflix brand, while in contrast only 31% of young millennials matched ABC, CBS, and NBC programs to their respective brands. Amazon programs were only linked with Amazon 20% of the time and Hulu came in at just 15%.

 

  • Brand awareness scores are positively correlated with screen touchpoint rankings. ANATOMY analyzed broadcast and OTT network brands across six dimensions (on-air promotion, web, mobile, SEO, Facebook, and digital ads) in order to rank each brand’s performance. Netflix yielded the highest screen touchpoint ranking and brand awareness score.

 

  • Facebook engagement is strongly correlated with higher brand awareness scores. A data mining analysis assessed Facebook activity among broadcast networks and OTT platforms. Higher Facebook engagement on branded posts strongly correlated with higher brand awareness scores.

 

  • The 12 – 3pm ET timeframe generates 236% more engagements on Facebook than other publishing windows. Meaning, on average, posts published during this window generated twice as much engagement than posts published at other times of day.

 

  • A SEO analysis found that piracy results are as common as network results when trying to find TV online through a search query. In ANATOMY’s assessment, 43% of links on first search engine results pages (SERP) were network-based links, while 42% of links were piracy-based links. Search engines are a key pathway to pirate TV content, especially for young millennials. To beat piracy, TV networks must master the first SERP for popular show-related search queries.

“Our study looked at young millennial consumption, discovery and brand recall habits and the impact those behaviors have on a network’s brand whether it be traditional TV or OTT. What is interesting is that while networks consistently indicate that the viewer is at the center of their thinking, they don’t seem to actually analyze how users truly behave,” said Gabriella Mirabelli, CEO, ANATOMY. “We have learned that on-air promotion is still the most effective means of building brand awareness between a broadcast network’s programming and their brand. As for OTT – outside of Netflix – there is also work to be done as their promotional efforts need to be more precise in order to be effective.”

Featured image credit: Optician Training

Millennials, not surprisingly, play a dominant role on many of the top social media sites accounting for almost 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRILinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites.

8539048913_3328e8545c_mMillennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRI.

According to GfK MRI, LinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites. Two-thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Users’ Age

The median age of Facebook users is 40 — up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter, and 30 for Instagram.

Just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.

Men VS Women

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three:

  • LinkedIn (55% of users versus 45%)
  • Twitter (54% to 46%)
  • YouTube (51% to 49%)

Women are the majority of users of:

  • Facebook (57% versus 43%)
  • Google+ (53% to 47%)
  • Instagram (60% to 40%)
  • Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, Managing Director of GfK MRI. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

KimXrossingKim Xrossing, a Marketing Executive currently working on enterprise projects at Terrapinn, Inc. in New York City suggests that as Millennials have the consumer culture engraved in their brain, they always want the next best thing and the, so to say, “coolest” trend out there. They do the most talking and spread the most buzz around town. That’s why it’s a pretty big deal to lure in Millennials for your brand especially when they are the largest age group in Latin America, according to a report from Tendencias Digitales released in March 2014.

To start off, TV is not what it used to be, especially with all these different ways of streaming online and services that bring you what you want, when you want it. About 68% of Latin American Millennials say they watch TV while also spending an average of 7 hours a day online. When asked which form of medium they choose for their favorite entertainment, 69% of them chose the Internet while 28% chose TV. That puts into perspective how little they choose to give their attention to television even though 53% of ad spends in Mexico are in free TV. To be honest, it’s pretty clear which seems to be a better pick; to wait for a specific time of day for a television show and given whatever episode they choose to air, or the ability to choose any episode at any time of day. Same goes for news; why wait for a specific time to deliver top new stories when you can simply plug in a website that feeds you constant information including articles and videos.

Millennials are becoming more proactive and want what they want when they want it.

Along with intensive online use, comes social media use. Surely enough, Millennials have taken full advantage of social media outlets since it happens to be the #1 activity among Latin American Internet users. According to “Tendencias Digitales,” when it comes to purchase decisions, Latin American Millennials are looking for benefits from ads left and right. 69% want promotions and 45% want activities. This is something to keep in mind for that attention grabbing detail.

Mobile phones have revolutionized the way people live all over the world. To tie the online and social media use together, a huge strategy to recognize is the frequent use of mobile phones. 80% of Latin American Millennials connect to social networks with their phones. There’s about 68% who own smartphones meaning they probably have apps to grant them quick access to just about anything they need. Compulsive phone checking happens to be an effect of the addiction to social media, texting, and emailing. Luckily, for marketers, it’s lovely to use that addiction to their advantage. 90% of Latin American Millennials say that they check their smartphones in the morning routinely.

Millennials are becoming more proactive and want what they want when they want it. It’s a fast paced growing trend, and in competitive way, they want to be the head of the pack to hold a higher social status.

Source article for the above Sounding Off article is:

US Media Consulting

It’s all about the content, baby, as Hispanic characters begin to permeate TV and video. It’s a good thing, because Latino consumers are feeling spendy, especially when it comes to guacamole.

source: WilliamLevy.net
source: WilliamLevy.net

NASCAR Races to Thrill Latinos

NASCAR Productions’ Entertainment and Marketing division has partnered with telenovela star William Levy and Gladys Gonzalez to produce a still-untitled, non-scripted show about Hispanic race-car drivers trying to make it in NASCAR. Deadline Hollywood reports that they plan to pitch the show to networks next month.

 

Hispanic Consumers in the Mood to Spend

An annual consumer survey by Florida Atlantic University found that the majority in South Florida expects the economy to continue to improve over the next five years. Latinas were most optimistic, while lower-income Hispanics there had gloomier expectations of the economy than Hispanics nation-wide. Meanwhile, on the national level, the Haas Avocado Board is counting on Latinos (and everyone else) to eat mucho aguacate in the week leading up to the Super Bowl. They’re talking 120 million pounds of avocados!

Time to Tackle Twee Millennials

You know how Millennials are so crafty? When they’re not buzzing the neighbors with their home-made drones, they’re crocheting hats to sell on Etsy. To address what Time Inc. calls “the Maker Generation,” the publishing conglomerate combined content aggregated from various pubs with native ad content to create The Snug, according to Folio. Ikea is the exclusive launch partner for the first six months. Time says this is the first of several planned “social hubs.”

Don’t Count Your Hispanics before They Come

Yes, the U.S. Hispanic population still will see healthy growth, but marketers should expect 30 million less of them by 2050 than was expected. The latest U.S. Census Bureau population projections cut the expected growth in Latin immigrants from 91 percent to 57 percent, while more of the population growth will come from Hispanic births in-country. That new growth projection is still healthy as heck – but Pew Research Center points out that societal changes in the United States, such as inter-marriage among ethnicities, could change the nation’s ethnic makeup in ways still to be determined.

getsome

KollideTV Wants Latino Viewers to Get Some

The third season of web series from KollideTV includes the Latino comedy Get Some, as well as a mini-documentary series on race in America called Afraid of the Dark. The over-the-top network is serving an extra helping of diversity this season, in line with its motto of “where content meets culture.” In addition to GetSome, which focuses on a Nuyorican couple trying to keep their marriage spicy, the roster of shows includes a second season of the LGBT drama, In Between Men. The network aims to find and develop quality curated original content for African American, Hispanic, Asian and LGBT viewers across online, mobile, social and over-the-top platforms.

rodriguez gg

Golden Globe Win Is for All Hispanics

Gina Rodriguez won a Golden Globe for Best Actress/TV Musical or Comedy for her eponymous role in Jane the Virgin – and her acceptance speech fired up the Latino community as it emphasized how the culture is becoming more mainstream. She said, “This award is so much more than myself … It represents a culture that wants to see itself as heroes,” according to NBC News.

Marketing to Millennials was a key issue discussed by major brand marketers during the Annual Multicultural & Diversity Conference organized by the Association of National Advertisers in Miami. Perhaps the general sentiment was best expressed when Wendy Clark SVP, Global Sparkling Brand Center at The Coca-Cola Company said “you can’t understand Milennials unless you understand Multicultural Millennials”.

Association of National AdvertisersMillennials consumption is dramatically changing the way National Advertisers market themselves.  Coca Cola’s Wendy Clark noted that “digital natives are changing the world.” As examples of how important the new digital native generation is, she said that 63% of Facebook’s audience checks in more than once a day into the social network. 1,000 selfies are being taken every second and there are 4 billion dailiy queries on Google.

If you can’t say it with a hashtag it is not concise enough.

Concise and in Context

Clark emphasized that in order to communicate effectively with the digital native Millennial, it is crucial to be concise and communicate in context: ” If you cant say what you intend to say in a hashtag it is not concise enough. It does not matter how good your content is if you don’t do it in context,” Clark concluded.

 

What: Finance and news media writer Felix Salmon is leaving Reuters to join Fusion, the cable channel co-owned by ABC and Univision.
Why it matters: Salmon says he is joining Fusion as he believes that the future of media is everything from traditional video to animation, interactive digital features, and more.

fusionReuters finance and news media writer Felix Salmon has decided to leave the media giant and join Fusion cable channel, a joint venture between ABC and Univision aimed at the millennial market launched in 2013. English-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English.

Salmon, who is 42, had worked at Reuters for five years. Surprisingly, he hasn’t shown much interest in the past in appealing to the Hispanic market. His work actually, has consisted mostly of long-form blog posts about either the stock market or the ongoing disruption in the media industry.

In a blog post at Medium, Salmon said that the reason why he is joining the cable channel is that he believes that the future of media is “post text”, referring to everything from traditional video to animation, interactive digital features, and more.

felixsalmon“The core of what I do at Fusion will be post-text. Text has had an amazing run, online, not least because it’s easy and cheap to produce. When it comes to digital storytelling, however, the possibilities — at least if you have the kind of resources that Fusion has — are much, much greater,”said Salmon (photo)in the blog post.

Why Fusion? The post-text era

Salmon suggested that Fusion , can do things more traditional broadcasters and digital outlets can’t, from covering topics the mainstream media doesn’t to covering them in ways mainstream outlets don’t .

“The reason why I am going to Fusion is that they have the ability to help me communicate in the ways that people are going to consume information in the future. Which is not 1,500-word blocks of text,”Salmon told the NYT.

A further reason leading to Salmon’s decision ,which is quite clearly reflected in his own post and the New York Times story about his departure, is that Reuters was no longer a place where he could find any interest in experimenting with different forms of media  or count with enough support for allowing his content to appear in non-Reuters locations such as Medium or Politico. As he put it:

“I’m not sure how much I’ll write on Fusion’s website, or even whether I’ll write on Fusion’s website. There might well be other platforms where it’s easier and more effective for me to reach my audience of wonks, finance people, media people, and the like.”

He also mentioned how he had become frustrated at working for a site that was driven primarily by the need to boost traffic or pageviews, because of a reliance on traffic-based advertising. To him, a TV network like Fusion, has a much larger revenue source than any text-based media outlet could have and that is exactly why a company like Fusion has the freedom to experiment.

“Most excitingly for me, the raison d’être of Fusion’s digital operation is not to get lots of unique visitors to Fusion’s website, who can then be sold to digital advertisers. That’s a tough business to be in, and is not particularly remunerative, in a world of falling CPMs.”

Certainly, english language is beginning to be recognized among advertisers who want to reach Latino millenials. With its original reporting and  programming, Fusion is already doing it, by creating dynamic multi-platform conversations around the most resonant issues facing millennials.

Source: gigaom.com

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

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