hispanic consumers infographic

Life Insurance Policy Holders62%

68%

46%

37%

46%

27%

65%

36%

TOTAL MILLENNIALS GENERATION X BABY BOOMERS

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52%

10%

30%

67%

3%

34%

56%

10%

41%

46%

13%

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Hispanic Baby Boomers are 73% more likely to have life insurance coverage versus Hispanic Millennials.

Source: Scarborough USA+ Study, Release 2 2012 and

Scarborough/AHAA proprietary study based on Scarborough

Hispanic MMD, Release 1 2012. © 2013 Scarborough.

Hispanic Baby Boomers are

73% more likely than their Hispanic

Millennial counterparts to have life insurance policies.

Opportunity exists among all Hispanics for life insurance companies as they are overall less likely than non-Hispanics to be policy holders.

Smartphone Buyers

6% 6%

5%

8%

9%

10%

9% 9%

TOTAL MILLENNIALS GENERATION X BABY BOOMERS

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46%

19%

48%38%

14%

68%

13%19%42%

33%

25%

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Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to buy a new smartphone in the next 12 months.

42% of Hispanic Baby Boomers have Bicultural Orientation. N

ON

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W I R E L E S S S W I T C H E R S

Hispanic consumers are

77% more likely thannon-Hispanics to

plan to switch wirelessproviders in the next twelve months.

Source: Scarborough USA+ Study, Release 2 2012 and Scarborough/AHAA proprietary

study based on Scarborough Hispanic MMD, Release 1 2012. © 2013 Scarborough.

For more information on this study or

AHAA: The Voice of Hispanic Marketing, please

contact us at info@ahaa.com or visit ahaa.org.

Haley Dercher • 646.517.1042 • dialog.scarborough.com

hdercher@scarborough.com • info@scarborough.com

R E S E A R C H P A R T N E R S P O N S O R E D B Y

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A N G L OC U LT U R A LO R I E N TAT I O N

H I S PA N I CC U LT U R A L

O R I E N TAT I O N

LEGEND

Travel: Foreign Trips

35% 36%

50%

44%

35%

41%37%

42%

TOTAL MILLENNIALS GENERATION X BABY BOOMERS

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31%

28%42%

36%

22%38%

28%

34% 43%

30%

27%

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Hispanic Baby Boomers are the most likely to have traveled outside the continental U.S. in the past three years. 40% more likely than non-Hispanic Baby Boomers.

Source: Scarborough USA+ Study, Release 2 2012 and

Scarborough/AHAA proprietary study based on Scarborough

Hispanic MMD, Release 1 2012. © 2013 Scarborough.

Hispanic consumers aremore likely to travel abroad than non-Hispanics. Hispanic Baby Boomers are

22% more likely than Hispanic Millennials

to travel outside the U.S.

Hispanic Generationaland Cultural Orientation Trends.Hispanic Generationaland Cultural Orientation Trends.

The value of understanding cultural orientation by generation.How can marketers identify the different business opportunities within the

generationally diverse Hispanic population? This custom study from Scarborough,

commissioned by AHAA and AARP, highlights how marketers can reach Hispanic

Millennials, Generation Xers and Baby Boomers more effectively by embracing

cross-generational differences and cultural orientation.

*Scarborough defines the different American generations as Millennials (age 18-29),Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

MILLENNIALS

HISPANICCULTURAL

ORIENTATION

ANGLOCULTURAL

ORIENTATION

GENERATION X

BABY BOOMERS

3.5

3.6

3.7

3.7

3.5

3.8

Generation X stands out as having the highest Hispanic Cultural Orientation — a trait usually associated with Baby Boomers.

Not surprisingly, Millennials showed greatest orientation toward Anglo Culture.

Surprisingly, all Hispanic generational groups showed a degree of biculturality or “cultural duality”

cultural orientation Measures the affinity

and usage of certain dimensions of culture (e.g., food, music,

language, media consumption, celebrations). Provides

marketers with specific, concrete measures on what Hispanics

are adopting culturally across the Anglo and Hispanic cultures.

acculturation Relies on proxy variables, such

as language and place of birth, and is different from

cultural orientation.

Cultural Orientationby Hispanic Generational Segment

Source: Scarborough USA+ Study,

Release 2 2012 and Scarborough/AHAA

proprietary study based on Scarborough

Hispanic MMD, Release 1 2012.

© 2013 Scarborough.

Findings were statistically significant

between 90% – 99% confidence levels.

B R O U G H T T O Y O U B Y A H A A : T H E V O I C E O F H I S P A N I C M A R K E T I N G