Sensis Releases Study Examining the Impact of Culture on Multicultural Millennial Use of Technology

Research Issued as Final Sections of Fifth Wave from groundbreaking Hispanic Millennial Project

PR Newswire

LOS ANGELES, June 1, 2016 /PRNewswire/ — Cross-cultural marketing agency Sensis has released the Hispanic Millennial Project Wave 5b and Wave 5c, a study of Multicultural Millennials and the impact culture plays on their attitudes and interactions with mobile, social media, gaming and wearable technology.

“Multicultural Millennials make up almost half of all Millennials living in the United States today,” said Sensis founder and President José Villa. “They are also early adopters of new technology and media platforms. Our research tells us, however, that while they are adept and heavy users of new digital technology, they show differences based on ethnicity in their technology and new media usage.”

Other key findings from the studies include:

  • Asian Millennials have strong preferences for Apple devices compared to Hispanic Millennials who are heavy Android users
  • Mobile gaming is most popular among non-Hispanic White Millennials
  • Gaming consoles are used as much for streaming entertainment as they are for gaming by Multicultural Millennials
  • Gaming bonds Hispanic Millennials with their children
  • Wearable technology is making inroads among non-Hispanic White Millennials
  • African-American Millennials are heavy gamers

Conducted in conjunction with leading market research firm ThinkNow Research, the study also comprehensively examines how each group uses mobile devices and engages in social media, as well as the gaming behavior of each group. The research explores how these differences impact the way brands, media companies and technology innovators should market to the heavily Multicultural Millennial audience.

To download a free copy of the first five chapters of these reports, visit

About Sensis
Sensis is a cross-cultural marketing agency driving behavior change. Working beyond ethnic boxes, the agency creates useful, digitally relevant content to drive consumer action across cultures.  Along with its integrated advertising core, Sensis offerings include specialty practices SensisHealth, SensisChallenges and SensisCMO.  Agency clients include the FDA, Sempra Energy, AltaMed Health Services, Washington Gas, UCLA Extension, CalOptima, United Healthcare, Union Bank, WorldRemit, Germania Insurance, the OC Fair, the CDC, the U.S. Air Force, Boston College, the Army National Guard and George Washington University.  For more information, visit

About ThinkNow Research
ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer.

Felischa Marye
(213) 341-0171 x750 (office)