Sensis Agency and ThinkNow Research unveiled groundbreaking key research findings, which gauge Hispanic Millennials' shopping preferences, attitudes and behaviors.

The unveiling of the research involved a two-part presentation event and discussion held on Thursday in Houston though May 1 in Dallas. The information shared offers a firmer understanding of Hispanic Millennials (HM) living in the United States, who wield wealth more widely than their predecessors.  

"Wave 4 of the Hispanic Millennial Project" ponders retail and shopping behaviors, as well as preference and actions associated with brand purchasing, eating habits and mobile device usage when making purchasing decisions.

The information shared exposes differences between the Hispanics Millennials, other ethnic Millennials and older Hispanics. Like past research conducted by Sensis Agency and ThinkNow Research, the report seeks to uncover cultural nuances, identify areas of tension and offer insights to marketers, so they can advertise to the demographic in culturally significant ways.  

Some highlights form Wave 4 of the HMP:

  • U.S.-born Hispanic Millennials use food and beverages to connect to their cultural roots
  • Foreign-born Hispanic Millennials, which happens to be 40 percent of the Hispanic Millennial population, consume mass market food and beverages because they seek assimilation into mainstream culture
  • Hispanic Millennials prefer established brands to craft or artisanal brands
  • Two-thirds of Hispanic Millennials identify themselves as "foodies"
  • Hispanic Millennials are active grocery shoppers, yet they're less likely to conduct research or use coupons
  • Hispanic Millennials are increasingly embracing ethnic flavors
  • Hispanic Millennials are likely to name tequila as their alcohol of choice, while other Millennials prefer vodka
  • Hispanic Millennials are heavy beer drinkers, and consumption is linked to culture and friendship

Last year, the Hispanic Millennial Project (HMP) began as a joint research effort developed by cross-cultural advertising agency Sensis and market research firm ThinkNow. Its development was motivated by a need for enhanced understanding of U.S. born vs. foreign born Hispanic Millennials, as well as with other millennial ethnic groups and older Hispanics.

HMP also revealed that by the year 2020, Hispanics will account for a quarter of all Millennials.

Learn more about Hispanic insights at the Hispanic Millennial Project website.