marioxcarrasco

/Mario X. Carrasco
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About Mario X. Carrasco

Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research, an award-winning culturally-integrated market research agency based in Burbank, CA. The agency integrates Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.Under his co-leadership, ThinkNow Research has successfully launched several innovative market research initiatives, such as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry as well as the first Minority Business Owner (B2B) Panel in the U.S.

Why Are Hispanic Millennials Streaming More Spanish-language Content?

It's no secret that traditional Spanish broadcast networks have been experiencing a steady loss of viewers in the U.S. year over year. Many factors are contributing to this decline including a slowing in immigration from Mexico. But, perhaps even more impactful is the fact that growth in the U.S. Hispanic market is primarily coming from U.S. born. However, our latest report, which focuses on the media habits of the Total Market, shows a significant increase in the number of Hispanic millennials streaming Spanish language content via OTT (over the top) services. We asked a representative sample of U.S. Hispanics the following question in Q2 of 2017 and compared it with the same question we asked of a representative sample of U.S. Hispanics in 2015 through our Hispanic Millennial Project: Have you streamed any Spanish-language programming in the past 30 days? Among Hispanics ages 35-64, there was a minimal lift in Spanish-language streaming from 2015 to 2017: In 2015, 41% of Hispanics 35-64 reported streaming Spanish-language content vs. 47% in 2017. While this represents a six-point shift, it is not statistically significant. However, looking at the 18-34 Hispanic millennial cohort, we see a much different picture: Among Hispanic millennials, we do see a statistically significant increase in Spanish-language streaming from 2015 to 2017, from 46% to 65%, a staggering 19-point jump. So, what’s driving this explosion of Spanish-language streaming behavior among Hispanic millennials? Here are my thoughts: More Options: In August of 2015, Netflix released its first Spanish-language original series, Club de Cuervos. Since then, we have seen a surge of original Spanish-language programming available on multiple streaming platforms such as Hulu, Amazon Prime, and YouTube Red. Prior to streaming options, Hispanic millennials were confined to

ThinkNow Retail™ Explores How The Shift To Online Will Impact Holiday Sales

Innovations In Technology Expected To Ignite A Boon For Retailers This Holiday Season On the heels of startling news of declining in-store sales earlier this year by popular brands and an overall sluggish retail environment, new research reveals that the current situation may not be as dire as it seems. Now in its fifth year, ThinkNow Retail™ in partnership with JElena Group, suggests that the adoption of mobile shopping among the Total Market, especially Hispanic consumers, has changed the dynamic of the consumer shopping experience, but not consumers desire to shop.

3 Things To Keep In Mind When Engaging U.S. Hispanics Via Google Search

Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we’re looking for is a better understanding of what these cohorts really do while searching online. To find out, we teamed up with the Google Multicultural team to conduct an ambitious study.

[Podcast] ThinkNow Media™ – Streaming Services, Gaming & Media Consumption Habits Report 2017

ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category.

Social Media Research Of The Future Is Here Right Now

As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.

Big Media, Streaming, and Live TV – It’s Complicated

ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market Consumers Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category.

Can Social Media Save Spanish-Language Television?

Video didn’t kill the radio star. In fact, radio has recently seen record numbers across some coveted demographics, reaching 92% of Millennials each week. Nor did television kill the theater star, as the success of Hamilton attests. Even so, it seems that the birth of any new technology or media will stir predictions about the impending demise of its predecessor. Take for example the anticipated death of television at the hands of its arch nemesis, Netflix.

Journal of Cultural Marketing Strategy Names New Executive Founding Sponsor

We are excited to share that ThinkNow Research, the leading multicultural market research firm, has been named Executive Founding Sponsor of the Journal of Cultural Marketing Strategy, published by Henry Stewart Publications. The journal is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a substantive contribution to the field of cultural marketing.

BIM: A New Scale To Measure Hispanic, Cross-Cultural Identity

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.

[Podcast] ThinkNow Money™ – Total Market Personal Finance Insights [INTERACTIVE REPORT]

On the heels of one of the best job reports in 10 years, ThinkNow Research has released ThinkNow Money™, our annual nationwide survey that investigates Americans’ attitudes around their money and financial situations. The study looks at Americans as a whole and by key race and ethnic segments. Special Guest, Angelica Garcia, Director of Strategy and Insights for Acento Advertising, joins Mario X. Carrasco, Managing Partner at ThinkNow Research for the #ThinkNowMRX Podcast Series, sponsored by Lucid, to discuss the findings of the report