Apple iPhone is one of the most successful consumer technology products ever created. It has dominated the Smartphone market since it was released in 2007. As Apple moves forward it is important that they do not ignore Hispanic Millennial, which comprises 25% of the up-and-coming segment of potential new customers. This report utilizes a number of sources and analyses trends within the Hispanic Millennial segment. It shows that the Apple brand and their products have a great reputation among the Hispanic Millennial segment and new products are not necessary. It also concludes that in order to keep the current brand image the price of the product is right. This analysis will explore the places iPhones are sold and focus on the importance of …show more content…
Apple having strong partnerships to ensure consistent messaging in all its channels. Finally, the real opportunity will be how Apple deals with connecting to Hispanics with promotions that are tailored to their culture. 2 Define Research Objectives To determine the ways we will connect with this new audience, we first need to collect information on the Hispanic Millennial generation as a group that will provide insight into their lifestyle, demographic data, and preferences. Concurrently, we are also seeking information about general iPhone users, so that we can compare both data points and determine which segments of the Hispanic Millennial generation have a higher propensity to be an iPhone user and target towards those individuals. Our overall research objectives include: • Determine which audience segment of the Hispanic Millennial generation has a higher propensity to purchase an iPhone • Determine how the Millennial Hispanic audience currently utilizes their smartphones as a guide for plan and pricing offerings Since the Apple brand is already aspirational amongst Hispanic Millennial consumers, we do not want to deteriorate the perception of the product, which could affect sales within other demographic segments, but rather work with the current branding and positioning to make it more relevant and appealing to this new influential group. 2.1 Current Product SWOT (Strengths/Weaknesses/Opportunities/Threats) Strengths: • # of apps available • Apple Pay functionality - becoming mainstream within most retail locations • Strong contracts with media content providers • Simple design and user functionality - easy user experience with various devices • Familiarity with product - many people are Apple users, makes it easier to connect or interact with others using complimentary Apple products (e.g. Facetime, iTunes, icloud etc). Weaknesses: • Phone features not most competitive: e.g. camera is not best within competitors • iOs operating system: more restrictive than some competitors • Price point is premium • Few product offerings, normally one or two handsets a year Opportunities: • Diversify product offerings • High resale value for older phone models • Adaptable ecosystem and platform that could be used on a large number of devices Threats: • Disruptive competitors gobbling up the bottom of the market and offering premium products • Competitors with open source platform • Large number of alternatives in the market 2.2 Planned Target Market Knowledge and Dynamics The Millennial generation, otherwise known as the Y generation was born between 1980 and 2004, falling between the ages of 11-35 years in 2015.
This Millennial generation represents one-third of the US population in 2013, which accounts for approximately 101MM people. Within this population, there are a growing number of Millennials with Hispanic origin and heritage. As of 2013 approximately 25% of the Millennial population was composed of those with a Hispanic origin, which accounts for approximately 25MM people in the US. The US Hispanic Millennial Population Research of this new and emerging population revealed many differences between the Hispanic Millennial, their non-Hispanic peers, and Hispanics within older generations. The majorities of Hispanic Millennials, approximately 59%, were born within the US and are second generation. Many of their parents speak Spanish and so it is common for Hispanic Millennials to be bilingual, speaking English in everyday situations but using a combination of English and Spanish within the home and with relatives. This generation is very proud of their Hispanic heritage, 67% of them want to be recognized as Hispanic; however they prefer to focus on Latino heritage rather than the specific ethnicities that may alienate those with roots in other countries. Although they are American born, they celebrate holidays and festivals from their countries of heritage with their families, and often keep up with Latin music, news, and …show more content…
sports. Hispanic Millennials place a higher value on education than non-Hispanic Millennials, with approximately 46% noting that graduating from a four-year college is a future goal as compared to only 31% of non-Hispanic Millennials.
In fact, 39% of Hispanic Millennials 18-29 report that they have had at least some college education, much higher than that of older Hispanic generations. This new generation is also very entrepreneurial and positive about the future. Most Hispanic Millennials in the US acknowledge that they are better off than their parents, in both terms of financial and social standing. Many see turmoil within the economic and social systems within their countries of heritage and are aware of their parent’s struggles, which make them more appreciative of the opportunities provided within the US. This positivity is conveyed in their entrepreneurial spirit, with 52% of Hispanic Millennials expressing a desire to start their own business in the
future. There is a high propensity for this group to live in a multigenerational home, with over 45% of Hispanics 18-34 living with their parents. While Hispanics are located all across the US, some states where Hispanics are the largest minority group include Arizona, California, and Florida. Much like their Millennial counterparts from other cultural backgrounds, Hispanic Millennials are more likely to postpone lifestyle changes such as buying a house, getting married, and having children until later in their lives than earlier generations. Although Hispanic Millennials are employed at a similar rate to non-Hispanics, they are 10% less likely to hold a full-time job. The average Hispanic Millennial earns around $26,200 annually, approximately $10,000 less than their non-Hispanic counterparts. Hispanic Millennials: Digitally Savvy and Always Connected Hispanic Millennials are similar to non-Hispanic Millennials in terms of their digital lives and dependence upon technology. This generation is constantly online, and relies on technology to assist them with tasks in their everyday life. Hispanic Millennials are especially dependent upon their Smartphones, and use them for a variety of reasons other than communication, including music, flashlight, alarm clock, TV remote, wallet, banking, organization, maps, and as a PC. In fact, Hispanic Millennials use their Smartphone the least for voice conversations and are more likely to IM or chat, watch videos, and listen to music on their Smartphone than non-Hispanic Millennials. On average they spend approximately 15.4 hours a week on their Smartphone – more than non-Hispanics at 14.3. Marketing to Hispanic Millennials When marketing products to Hispanic Millennials it is important to highlight the Hispanic culture within messaging, but not to focus specifically on one Latino ethnicity or simply reword general advertising campaigns into another language. They want the advertising message to be relevant to them, with nearly 70% of this group want to see Latino culture within advertising (regardless of the language) and are willing to reward brands that acknowledge this difference in their advertising campaigns. Quality of products and trust of products or brands are the two most important drivers of brand affinity for this group, which again stresses that advertisers must engage this group in a genuine way to gain their trust and convert them into brand ambassadors.
Alvarez demonstrates generational boundary when discussing,“The quince tradition has always been important, but there’s this retroculturation going on right now” (56). Alvarez illustrates that retroculturation is a pattern within the Hispanic community where loss of culture is present for a generation. Alvarez explains how the first generation wants to assimilate in America with their culture, while the second generation has adapted to American norms so they have lost their culture and no longer speak spanish; however, the third generation is born and bred in America and now wants to learn about their hispanic culture by learning Spanish. Teens shop at popular American malls but listen to Spanish radios to embrace diversity (56). Similarly, Munoz is confronted with the issue of generational boundaries when he admits, “I was born in 1972, a generation that learned both English and Spanish” (308). The generation before Munoz grew up speaking only Spanish which causes a barrier between one families generation to the next. Munoz speaks Spanish at home and English in public along with his other cousins who serve as translators for their household. While the second generation before Munoz have no way of following Spanish because they have already adapted to American norms and in some ways lost an important cultural aspect (308). Alvarez and Savan are interconnected because each
“Honoring our heritage. Building our culture.” What can you picture in your head while reading this? Do feel honored? Maybe special? Probably phenomenal? Well, this year's Hispanic Heritage month’s theme has brought to us a meaningful, and inspiring perspective on how Latinos are becoming more honored. Not only honored by their country, and other Spanish countries, but also being honored by the United States. Hispanics have impacted our nation through their solid responsibility to family, confidence, and diligent work. They have put in the effort and time to represent their Latino/a background. They have improved and formed our national character by looking back at what their ancestors would do. These hispanics deserve the right to be honored
Family is the most important social unit of Hispanic life. It is a close-knit entity that includes immediate and extended family members. Typically, the father is the head of the family and the mother rules the house (Clutter, n.d.). Vacations are usually taken to relatives’ houses to promote togetherness in celebration of birthdays, anniversaries, weddings, graduations, and communions. In times of need, the family is the first line of aid, and Hispanics typically live with their parents until marriage. While this deviates from American ideals for individuals aged 18-35, it actually provides young adults the opportunity for future success because so much money is saved from greatly reduced housing costs (Williams, 2009).
Language is an important value for the nationalistic identity of a nation. Hispanic culture is the way of life of people from Latin America and Spain, and their main identifying factor is the fact that they speak Spanish as their main language. Therefore, Hispanics are not necessarily Spaniards but other groups like Mexicans, Puerto Ricans and Cubans who speak Spanish are also part of this group (Shaw and Dennison 207). American culture on the other hand is mainly comprised of the people who speak English as their main dialect. Therefore, the Spaniards have Spanish as their native language while the Americans use Englis...
Immigration has always been an issue in the United States, which is often portrayed as harmful and as major threat to American culture. As a result, various anti immigration policies have been aimed against immigrants in order to prevent and preserve the miscegenation of American culture, such as English only policies. Among the largest minority groups in the U.S, are Latinos who currently compose of 15% of the U.S population (Delgado and Stefancic 3). Unfortunately, Latinos have been accused of taking American benefits, jobs, and have wrongfully been depicted as a result of not assimilating to American culture. Latinos are often accused of resisting assimilation, but what has failed to be acknowledged is that there are obstacles set in place that are preventing Latinos from completely assimilating. Among those greatest obstacles there is discrimination. Institutional as well as individual discrimination have prevented many Latinos from feeling a sense of belonging. As a result Latinos have been reluctant to assimilate. Another major component is proximity. Many Latinos are native to nearby countries which allows for easy communication with family members as well as their culture. Moreover, it also allows for a constant influx of immigrants that replenish and preserve Latino cultures and traditions in the U.S. Lastly, Latino movements are working diligently to promote unity among communities for the purpose of creating a sense of identity and pride amongst Latinos, such as the Chicano movement.
As a traditional, collectivistic cultural group, the Latino population is believed to adhere deeply to the value of familismo. (Arditti, 2006; Calzada, 2014). Familism is an emphasis on the importance of the family unit over values of autonomy and individualism”. (Santistaben, 2012). Family is considered to be the top priority in the Latino culture. Comparatively, at times, this isn’t true of our busy, work devoted western culture. In western culture we think of our family in a nuclear sense made up of a: mom, dad, and siblings. Conversely, Hispanic culture focuses on the whole extended family including aunts, uncles, grandparent, and cousins. Their culture believes having close connections with the entire extended family benefits the development of their children. The entire family helps the child by giving them differing levels of social and emotional support. (American Home Resolutions,
Another struggle for identity with Latinos is their struggle with the Spanish and English languages. While some Latinos may speak Spanish in their homes, the language may not be conversationally used in their schools. Some Lat...
Researches have noticed that millennials are better educated than any other generation. However, they tend to have lower earnings and are more likely to live in poverty. They also have significantly higher student loan debts and levels of unemployment, with much lower personal incomes. It seems that, although they are more educated, the cost of this schooling is burying millennials in debt. Only 42% of millennials now consider
Clutter, Ann W., and Ruben D. Nieto. "Understanding the Hispanic Culture." Osu.edu. Ohio State University. Web. 20 Nov. 2011. .
Latinos have struggled to discover their place inside of a white America for too many years. Past stereotypes and across racism they have fought to belong. Still America is unwilling to open her arms to them. Instead she demands assimilation. With her pot full of stew she asks, "What flavor will you add to this brew?" Some question, some rebel, and others climb in. I argue that it is not the Latino who willingly agreed to partake in this stew. It is America who forced her ideals upon them through mass media and stale history. However her effort has failed, for they have refused to melt.
Kanellos, Nicolás, Felix M- Padilla, and Claudio Esteva Fabregat, eds. Handbook of Hispanic Cultures in the United States: Sociology. Houston: Arte Publico Press, 1994. Print.
The Hispanic community represents many nationalities and ethnicities, including Mexicans, Cubans, Puerto Ricans, 15 Central and South American countries, Spain, and the Dominican Republic (Cattan, 1993). Hispanic group are well known in the workforce, politics, education, social economic and religion. The Spanish culture influences a variety of areas such as music, food, language. Most languages are rooted in Latin. It is always good to learn about other cultures if we expect the same consideration when we visit other countries. Differences are what make life interesting. Majority of the United States is built on immigration, which has made this country the most diverse. And the Hispanic group contributes to that diversity.
Millennials are those born between 1981-2000 roughly, though the Pew Research Center also states that there has been no clearly defined “end point for the group yet”. However, just like Doree Shafrir explores in her article Generation Catalano: We 're not Gen X. We’re not Millennials, not every individual born within this almost twenty year timespan will be the same, certainly not those born during the beginning compared to those born at the end. What she does that I find interesting is breaking up the years using presidential election years, hers being President Carter between 1977-1981. I have chosen to do the same with the later Millennials using Bill Clinton’s first term, 1993-1997. Some like to include even the later Millennials born up
The label Hispanic is a term used in the United States to label “common” groups of people who may migrate to the United States, live in the United States, and or are here in the United States illegally. The three main groups are Mexican Americans, Cuban Americans, and last but not least Puerto Rican Americans. Each group has a unique experience in American, and have taken different paths with their time state side. Putting these three groups of people under one label is ridiculous. These people are from different countries, speak different languages, and have different cultures. It is quite wrong to label them all as “Hispanic.”
Millennials, also known as Generation Y, typically refer to the population born from 1980 to 1994 (some say 2000), almost all of whom have come into adulthood by today. Not only do millennials consist of more than 25% (75 million) of the U.S. population (Berger, 2016, p.103), they also possess the tremendous annual purchasing power of $200 billion (Solomon, 2015, par.3). As millennials dominate the whole consumer population of the U.S., they have become the targets and chief subjects of analysis by marketers. Although some might argue that the characteristics of millennials are the general features exhibited by young people, most scholars have agreed on the existence of cohort effects of millennials. Schawbel (2015) argued that they seem not