New Research Study from Tr3s Looks at U.S.-Hispanic Market

MIAMI: According to a research study from the U.S. network Tr3s: MTV, Música y Más, U.S.-born Hispanics are dominating the 18 to 29 adult demographic and are estimated to make up 65 percent of the demo by 2015.

The study, Death of the Hispanic Adult Demo as We Know It, looks into the rapidly growing Hispanic millennial generation. Since 2007, Tr3s has surveyed nearly 10,000 Latinos aged 14 to 34 with resources such as national online surveys, texting and Facebook interaction, as well as local focus groups and in-home studies in Los Angeles, New York and Houston.

It was found that Hispanic millennials prefer brands, but are more “Brands with Benefits” than their first-generation counterparts, especially in the food and cleaning categories. They also feel that technology is their “Millennial turf” and try to control and dole out technology to family members, among other findings.

"This research helps us understand the massive changes taking place within the Hispanic adult segments, especially 18-34s, as U.S.-born Hispanic millennials begin to dominate the 18-29 segment,” said Nancy Tellet, the senior VP of research for Viacom International Media Networks. “We need to develop strategies that consider this demo, to better serve the Hispanic market and deliver results."