What’s cool to Millennials today? And how do Hispanics and non-Hispanics differ? Furthermore, how do those who still reside with their parents differ from those who live on their own as young families? Tr3s looked at all of this as part of its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. Here is a summary of Tr3s’s findings about what’s cool among Millennials ages 18 to 34:
Not surprisingly, technology ranks high. Among Hispanic Adult Millennials overall, smartphones (#1), GPS devices for cars (#6), and video games (#7) were the top tech items. These three devices were in the top ten cool items among Hispanics and non-Hispanics 18 to 34 who live with their parents, as well as those who have formed their own families and live independently.
While technology is cool, Millennials seek to balance their tech usage with face-to-face time with family and friends. They hope to avoid the extreme behavior they associate with older Xers and Boomers – so it’s not surprising that “in-person socializing” (#2) follows smartphones (#1). Many adult Millennials said they aspire to cultivate more “IRL” (in real life) social experiences as adults to offset their sometimes extreme smartphone and video game habits.
Hispanic Adult Millennials appreciate frugality, coffee, and sociability. Dining experiences that embody these values made their cool list. Coffee shops and diners are cool because they’re inexpensive venues for meeting up with people. Starbucks (#3), diners (#8), and Dunkin’ Donuts (#10) were all on the list for Hispanic Adult Millennials. Diners were in the top 10 for Hispanics and non-Hispanics. Subway is cool because it’s cheap, convenient, and perceived to have healthy fast food options. At #4 on the list among total Hispanic Adult Millennials, Subway is also a hit among non-Hispanics.
What’s cool varies by stage of life. Hispanic Adult Millennials still living with their parents are really into coffee – but for those with children, Facebook (for sharing pics of their kids) and Nickelodeon are cooler. Among non-Hispanic Adult Millennials who live with Mom and Dad, classic, timeless style and practical fashion are big – yet those who are parents prefer Victoria’s Secret, sports, and Nickelodeon. And while Victoria’s Secret showed differences by life stage among non-Hispanic Adult Millennials, it was #9 on the cool list among all Hispanics.
Sports and video games are cool –an opportunity to socialize through an activity. Watching, playing, or otherwise engaging with sports was #5 among total Hispanic Adult Millennials. Gaming is another way they balance their and “IRL” and virtual lives. They enjoy playing live and online with people their own age – siblings, cousins, and/or friends. Sports made the list among Hispanics who live with their parents and those who have formed their own families, as well as non-Hispanics who are in young families. Video games are cool among all groups in the study.
Source: Tr3s 2012 “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty”