Hispanics outspend overall consumers in such areas as food purchases, telephone services, laundry and cleaning supplies and apparel & footwear among others. Hispanics over-index in spending on entertainment mediums that appeal to younger demographics such as video-game and music spending. To learn more about Hispanic consumer media habits, please download the SideShare file.

1. Hispanic Consumer Media Habits
Results from
ThinkNow Research Omnibus Survey
August 2014

2. 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.
2

3. ThinkNow Research designed several studies to take
the pulse of U.S. Hispanic Consumers. Themes that
recurred across studies were that U.S. Hispanics are
Very Optimistic About the Future
and value being
Surrounded by Friends and Family
Which manifests in a number of consumer behaviors. In
the following slides we look at how these values drive
Hispanic Consumer Media Habits
3

4. Outline
Methodology
Population Facts
Key Findings
Conclusions
4

5. Methodology

6. Methodology
Method
Results drawn from the ThinkNow Research Online
Omnibus Survey unless otherwise noted.
Sample Size
Hispanics: n=500
Non-Hispanics: n=300
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Quotas/Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S.
Census data with respect to age, gender and region.
Test Area Nationwide
Fieldwork Timing Multiple Waves, 2014

7. 7
Population Facts
Drawn from multiple sources.

8. US Population by Race and Ethnicity
12% 12% 12% 13%
4% 9% 5% 6%
13%
17%
19%
4%
3%
3%
2%
76%
69%
63% 60%
African American
Asian
Hispanic
Other
White
Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. Size of Asian not available for 1990.
Whites will
become a
minority by
2050
1990 2000 Today
53 million
Hispanics
2020
66 million
Hispanics
(Projection)
8

9. 33.2
Hispanic Mean Age and HH Size
Mean Age Mean Household Size
36.1
27.7
42.6
9
2.7
3.1
3.5
This translates
into larger party
2.5
On average, Hispanics are younger and have larger
households compared to Non-Hispanics.
African
American
Asian Hispanic White
African
American
Asian Hispanic White
sizes when
consuming
goods &
services
Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. 2000 Census data. 1990 Census data. Size of Asian Non-Hispanic
not available for 1990.

10. “Biculturals” make up the biggest segment of the US
Hispanic Population
• ThinkNow Research uses an algorithm to segment
Hispanic respondents into one of three acculturation
groups. The variables used in the algorithm are:
• Number of years lived in the U.S.
• Language spoke in the home
• Language of media consumed
• Cultural affinity
Acculturation Level
Less
25%
Bicultural
45%
More
30%
ThinkNow Hispanic
Omnibus Sample
More likely to:
• Be born in the U.S.
• Speak English only
• Consume media in English only
More likely to:
• Be born outside of U.S.
• Speak Spanish only
• Consume media in Spanish only
More
Acculturated
Less
Bicultural
Acculturated
10

11. % Hispanic Millennial/Total DMA Millennial Population
50%
28%
In key DMAs, Hispanic Millennials already represent the majority
41%
25%
32% 31%
50%
33%
58%
32%
58%
35%
100%
80%
60%
40%
20%
Source: Geoscape, American Marketscape DataStream™ 2013 Series, Gen Y population/Hispanic Gen Y population
93%
18% 14%
0%
% Hispani Millenia 2013l
11

12. Hispanics outspend overall consumers in such
areas as food purchases, telephone services,
laundry and cleaning supplies and apparel &
footwear among others. Hispanics over-index in
spending on entertainment mediums that appeal
to younger demographics such as video-game
and music spending.
12

13. 1
3
Hispanic Purchasing Power (In Billions)
“At $1.2 trillion, U.S. Hispanic purchasing power today is larger than the
491
economies of all but 13 countries”
- Jeff Humphreys, director of the Selig Center.
1004
1189
1607
2000 2010 2013 2018
Source: Selig Center for Economic Growth, University of Georgia, June 2013
1.2 Trillion

14. Key Findings
14

15. Without a positive, optimistic attitude no
progress would be made in terms of starting
new businesses, starting new families, or
committing to big ticket purchases. Hispanic
Millennials are a positive force in their
generation and help move it towards the
attainment of these goals.
15

16. Optimism
Non
Hispanics
Hispanics
16

17. Hispanic Millennials Most Optimistic
70%
52%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Extremely Optimistic/Optimistic about the Future
Hispanic Millennial Non-Hispanic Millennial
Satisfaction with where they
currently are in life is 61% for
Hispanic Millennial vs. 50% for
Non-Hispanic Millennials
Source: ThinkNow Research Hispanic Omnibus Study – April 2014  Indicates higher/lower at a 95% confidence level 17

18. Optimism About Economy
41%
25%
2012-13 2013-14
18%
14%
2%
37%
38%
14%
9%
Greater optimism
about the economy
correlates with
spending
1%
Better
than last
year
About the
same as
last year
Worse
than last
year
Not sure Prefer to
not answer
37%
38%
Hispanics non-Hispanics
14%
9%
1%
27%
34%
28%
12%
0%
Better than
last year
About the
same as
last year
Worse than
last year
Not sure Prefer to
not answer
Hispanics express more optimism about the U.S.
economy compared to Non-Hispanics
Hispanics
Source: ThinkNow Research Omnibus Study: February 2014 & February 2013
 Indicates higher/lower at a 95% confidence level 18

19. 71% of Hispanic
• Hispanic Millennials
Millennials believe in the
America Dream vs. 55%
continue to believe &
be driven by the
American Dream
of Non Hispanic
Millennials
Hispanic Millennials & The American Dream
19

20. Hispanics have bigger families & social
networks. They enjoy spending time
together. Shopping, dining, gaming,
vacationing and TV viewing are all
communal activities.
20

21. Hispanics and Community
Family Unity and
being Surrounded by
Friends and Family
are top Hispanic
Cultural Values
21

22. Leisure Time Spent with Friends & Family
25%

14%
30%
25%
20%
15%
10%
5%
0%
Playing a Team Sport
Hispanic Millennial Non-Hispanic Millennial
Corroborates close
14%
knit social ties

23%
Hiking
Hispanic Millennial Non-Hispanic Millennial
Source: ThinkNow Research Hispanic Omnibus Study – April 2014  Indicates higher/lower at a 95% confidence level 22

23. Entertainment Activities
Hispanics are more likely that Non-Hispanics to go to the movies, visit
50%
53%
theme parks, and go to bars and night clubs.
Hispanics Non-Hispanics
46%
44%
32%
30%
16%
54%
52%
49%
46%
36%
31%
22%
Go to the movies
Have cable/satellite TV
Watch YouTube Videos
Play video games
Visit theme parks
Have streaming video
subscription
Go to bars/night clubs



Source: ThinkNow Research Hispanic Omnibus Study – May 2014  Indicates higher/lower at a 95% confidence level 23

24. Hispanic Gamers more Social than Non-Hispanics
In general, gamers play more often by themselves, either online or offline.
Hispanics are most likely to play with others compared to Non-Hispanics.
34%
40%
29%
35%
20%
13%
17%
12%
Hispanics Non-Hispanics
Offline with
others
Online with
others
Offline by
myself
Online by
myself
63%
75%
37%
25%

Source: ThinkNow Research Hispanic Omnibus Study – April 2014  Indicates higher/lower at a 95% confidence level 24

25. Who Do Hispanics Play Video Games With?
Hispanics play with friends most often, followed by children and
Hispanics Non-Hispanics
33%
30%
26%
13%
3%
7%
16%
Hispanics twice
as likely to play
online with
strangers
35%
50%
35%
31%
23%
6%
14%
30%
22%

Friends
My children
Spouse/Significant Other
Siblings
Parent
Other relatives
Online with people you
don’t know
No one - play by myself




significant other.
Source: ThinkNow Research Hispanic Omnibus Study – April 2014  Indicates higher/lower at a 95% confidence level 25

26. Texting & Updating Status/Checking Social Media
On average, Hispanics exchange text messages with more people on
a day-to-day basis compared to Non-Hispanics.
8%
Number of People Text With Per Day
MEAN 3.3 2.6 
36%
Hispanics Non-
34%
12%
Hispanics
Hispanics
Non-Hispanics
10%
23%
36%
26%
6%
9%
80%
70%
60%
50%
40%
30%
20%
10%
0%

None 1-2 3-4 5-6 7+
11%
Number of Times Use Cell Phone to
Update Status or Check Social Media Sites
MEAN 4.0 3.6
33%
Hispanics Non-
21%
10%
Hispanics
Hispanics
Non-Hispanics
25%
10%
34%
25%
9%
23%
80%
70%
60%
50%
40%
30%
20%
10%
0%
None 1-2 3-4 5-6 7+
Source: ThinkNow Research Hispanic Omnibus Study –February 2014  Indicates higher/lower at a 95% confidence level 26

27. Social Media Apps
Hispanics Non-
Hispanics
76% 79%
8% 10%
8% 6%
4% --
2% 4%
-- --
2% 1%
96%
45%
44%
42%
36%
18%
17%
99%
61%
29%
45%
32%
18%
16%
Facebook
Twitter
Instagram
Google+
Pinterest
LinkedIn
Snapchat
Hispanics
Non-Hispanics
27
Social Networking Apps
Used in Past 7 Days


Favorite Social Networking App
Source: ThinkNow Research Hispanic Omnibus Study –February 2014  Indicates higher/lower at a 95% confidence level

28. Hispanics use Mobile to Stay Connected
While Shopping
When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their
phone to help their friend or relative make decisions or obtain a discount. Sixty percent also
report that a friend or relative used their phone to help them.
Have you used your mobile phone to help them
Yes
60%
No
40%
make decisions or obtain a discount?
Have they used their mobile phone to help you
Yes
60%
No
40%
make decisions or obtain a discount?
Source: ThinkNow Research Hispanic Omnibus Study – February 2014 28

29. Attitudes About Mobile Advertising
80%
57%
57%
51%
45%
44%
41%
81%
56%
52%
57%
42%
42%
38%
Hispanics more likely to use
mobile to look for Bargains
Hispanics
Non-Hispanics
29
Top 2 Box Agreement: Agree Completely/Somewhat
Advertisements on cell phones are annoying
I would be willing to receive advertisements on my cell phone in
exchange for lower monthly costs
Mobile phones provides me with useful information about bargains
I just want to use my cell phone to make and receive calls and don’t
care about any other features
I would be willing to receive advertisements on my cell phone in
exchange for services, like live TV or Text Messages
Advertising on mobile phones provides me with useful information
about new products and services
Advertising on mobile phones provides me with meaningful
information about the product use of other consumers
Roughly 4-in-10 find mobile
ads to be useful in providing
info about products/ services
Source: ThinkNow Research Hispanic Omnibus Study –February 2014  Indicates higher/lower at a 95% confidence level

30. 69%
75%
Binge Viewing Alone vs. With Others
Binge Viewing Behavior
60%
72%
31%
25%
40%
28%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
All Hispanics Speak Spanish Bilingual Speak English
With someone
else
By myself
30
Bing Viewing of Television Shows is
more Social among Bilingual
Hispanics
 Indicates Source: ThinkNow Research Hispanic Omnibus Study –February 2014 higher/lower at a 95% confidence level

31. 32%
27%
13%
13%
5%
2%
2%
1%
1%
3%
46%
16%
4%
21%
3%
1%
5%
1%
1%
4%
Live/when shows air
Netflix
Youtube
Recorded via a DVR
Hulu
Amazon Prime
DVD (Rented or Purchased)
Apple TV
Google TV
Other
Hispanics
Non-Hispanics
Ways of Watching Television
31






Methods Used Most Often to Watch TV
Watching television shows when
they are broadcast is the most
common method reported for both
Hispanics and non-Hispanics.
However, Hispanics are more likely
to watch via Netflix, YouTube or
Amazon Prime than Non-Hispanics.
 Indicates Source: ThinkNow Research Hispanic Omnibus Study –February 2014 higher/lower at a 95% confidence level

32. Channels Watched in Past Week
<$50k $50k-$99k $100k>
ABC 40% 53% 56%
CBS 33% 42% 45%
FOX 34% 41% 43%
Univision 28% 23% 22%
Telemundo 28% 22% 23%
26% 26%

45%
Hispanics under-index in all English
language Broadcast Television
viewing except for the CW.

50%
37% 37%
31%
Hispanics
16%

55%
40%

45%

2% 2%
15%
100%
80%
60%
40%
20%
0%
ABC CBS FOX NBC Univision Telemundo The CW
Hispanics Non - Hispanics
Source: ThinkNow Research Hispanic Omnibus Study – May 2014  Indicates higher/lower at a 95% confidence level 32

33. 22%
 
20% 20%
Cable, however, gets Hispanic’s attention.
Especially channels with Family friendly fare.

16%

14%
Channels Watched in Past Week
23%

10%

31%



18% 18%

12%
21%
16%
12%
9%
8%
24%
1%
22%
12% 12%
9%
50%
40%
30%
20%
10%
0%
ABC Family Animal
Planet
Cartoon
Network
Disney
Channel
E! ESPN ESPN
Deportes
HBO MTV Nickelodeon Showtime
Hispanics Non - Hispanics
Source: ThinkNow Research Hispanic Omnibus Study – May 2014  Indicates higher/lower at a 95% confidence level 33

34. Sports Interested in Watching on TV
43%
Hispanics over-index non-Hispanics in interest in
watching the NBA, MLS, FIFA and Tennis
33%
31%
28%
27%
24%
23%
19%
18%

18%

13%
48%
29%
33%
14%
32%
29%
13%
23%
22%
14%

17%
NFL (National Football League)
NBA (National Basketball Association)
MLB (Major League Baseball)
FIFA (Soccer)
NCAA Football
NCAA Basketball
MLS (Major League Soccer)
NASCAR
NHL (National Hockey League)
Tennis
Golf



Hispanics Non - Hispanics



Source: ThinkNow Research Hispanic Omnibus Study – May 2014  Indicates higher/lower at a 95% confidence level 34

35. 35%
25%
29%
8%
3%
English only
English mostly
Spanish and English
equally
Spanish mostly
Spanish only
Language Preference by Media
27%
23%
36%
12%
3%
29%
17%
33%
15%
6%
33%
22%
27%
13%
6%
35
Language usage varies by type of content on media. Many
Hispanics read online content in English but view Spanish
language YouTube videos and stream Spanish language music.
Source: ThinkNow Research Hispanic Omnibus Study.

36. Larger Party Sizes equals Greater Vacation Spending
Hispanics spend more than non-Hispanics across all income brackets, in part
because they are more likely to fly and have larger families on average.
$2,359
$1,819
$2,623
$3,643
All Hispanics <$50k Upscale
($50k-$99k)
Affluent
($100k+)
Average Spending
on a Vacation within the U.S.
$2,359
$1,819
$2,623
$3,643
$2,006

$1,517

$1,981

$2,798
Total <$50k Upscale
($50K-$99K)
Affluent
(100K+)
Average Spending per Vacation
Hispanics (D) Non-Hispanics (E)



36
 Indicates Source: ThinkNow Research Hispanic Omnibus Study – May 2014 higher/lower at a 95% confidence level

37. Conclusions
YOUNGER
SOCIAL
o Hispanics are more socially connected
o Hispanics over-index on entertainment spending
o Each Hispanic consumer that has a positive
experience with your brand has the potential to
introduce it to their social network
o Family friendly entertainment does best with this
group
o Media often consumed bilingually
o Size of the U.S. Hispanic market will continue to grow
OPTIMISTIC

38. Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
Contact Info:
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com
38