The results of a recent ThinkNow Research Hispanic Omnibus survey* about the feelings of the Hispanic community toward the US economy show that, in general, Hispanics are not only optimistic about the future… but that they’re going to be opening their wallets to support it, as well.

1. ThinkNow Research
Phone: 877-200-2710
info@thinknowresearch.com
www.thinknowresearch.com
1
National Hispanic
Omnibus Survey
State of Hispanic
Consumers
January 2013

2. 2
ThinkNow Research
National Hispanic Quant Survey
 U.S. Hispanic Nationally Representative Sample
 Base Size n=500
 Age: 18+
 Gender: Male/Female 50/50
 Language:
 Spanish Dominant: n= 200
 Bilingual: n= 100
 English Dominant: n= 200
 Survey field dates (1/2-01/10/13)
 Respondents were allowed to take the survey in either
English or Spanish

3. S2. What is your gender?
S4. What is your age?
S6. What language do you normally speak at home?
19%
29%
21%
17%
14%
18-24
25-34
35-44
45-54
55+
AGE & GENDER
(N=500)
3
Respondents’ Age, Gender & Language Use
 The Omnibus Sample consists of a representative sample of U.S. Hispanic men and women
across age groups and home language use
Male
50%
Female
50%
12%
28%
20%
18%
22%
Spanish only
Spanish mostly
Spanish and
English equally
English mostly
English only
LANGUAGE NORMALLY SPOKEN
(N=500)

4. 27%
17%
12%
6%
4%
3%
2%
2%
2%
2%
2%
2%
19%
California
Texas
Florida
New York
Arizona
New Jersey
Ohio
Illinois
Massachusetts
Pennsylvania
Michigan
Colorado
Other
S5. What US State do you live in?
U.S. STATE LIVE IN
(N=500)
4
Respondents’ State of Residence
Responses Drawn From the
following US Census Regions
WEST = 40%
SOUTH = 37%
MIDWEST = 10%
NORTH-
EAST = 14%
 Omnibus quotas are set for the four main and nine U.S. Census sub-regions in order to
ensure an accurate distribution of completes within each region
 Survey respondents mirror the geographic distribution of the U.S. Hispanic population

5. 5
ThinkNow Research was interested in measuring the current state of U.S. Hispanic consumer sentiment.
Areas covered in this survey include:
[PERSONAL INCOME THIS YEAR VS LAST]
Thinking of all of the sources of income that contribute to your household, compared to this same time last
year would you say your household financial situation has:
[PERSONAL INCOME]
Thinking of your own personal and your family finances for 2013, which of the following would you say
best describes your feelings towards this upcoming year:
[PURCHASE PLANS]
Thinking about major purchases that people might buy for themselves or their family, Have you purchased
or are you planning on buying a:
[ECONOMY IN GENERAL]
Thinking about the U.S. economy in general, which of the following would you say best describes your
feelings about where things are headed over the next year?
[ECONOMY SPECIFIC ISSUES]
If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are
currently most concerned about and “5” equals the one you are least concerned about, how would you
rank the following?

6. 6
Findings

7. TNR Q1. Thinking of all of the sources of income that contribute to your household, compared to this same time last year would you say your
household financial situation has:
7
Sources of Income
Upper case letters indicate significance at the 95% level.
 Income in January of 2013 either improved or stayed the same for 75% of U.S. Hispanics
 Greatest improvements were seen among the younger age groups
29%
46%
21%
4%
1%
Improved
Stayed the same
Worsened
Not sure
Prefer to not
answer
Total
(N=500)
Gender Age Language Spoken
Male Female 18-34 35-54 55+
Spanish
Dom
Bilingual
English
Dom
(A) (B) (C) (D) (E) (F) (G) (H)
(N=250) (N=250) (N=241) (N=188) (N=71) (N=200) (N=100) (N=200)
31% 26% 34% E 29% E 11% 32% 33% 24%
44% 47% 41% 46% 59% C 44% 45% 48%
18% 23% 17% 21% 30% C 19% 19% 23%
5% 4% 6% 3% - 3% 3% 6%
1% 0% 1% 1% - 2% - -

8. TNR Q1. Thinking of all of the sources of income that contribute to your household, compared to this same time last year would you say your
household financial situation has:
8
Sources of Income (Cont’d)
Upper case letters indicate significance at the 95% level.
 Bicultural Hispanics reported the greatest improvement in household income vs. last year
 82% of those with over $40K HH incomes reported that their financial situation was either the
same of better than last year
Total Acculturation Employment Status Region Income
Low Medium High Full Time Part Time
Un-
employed
West South Midwest Northeast
<$40K HH
Income
>$40K HH
Income
(I) (J) (K) (L) (M) (N) (O) (P) (Q) (R) (S) (T)
(N=500) (N=81) (N=274) (N=145) (N=187) (N=62) (N=68) (N=199) (N=184) (N=48) (N=69) (N=251) (N=217)
Improved 29% 22% 34% IK 23% 40% N 32% N 16% 33% 24% 33% 25% 25% 35% S
Stayed the same 46% 52% 41% 50% 44% 47% 34% 39% 51% O 40% 55% O 44% 47%
Worsened 21% 20% 20% 23% 12% 18% 37% LM 23% 18% 25% 16% 27% T 15%
Not sure 4% 2% 5% 3% 3% 3% 10% 5% 5% - 3% 4% 2%
Prefer to not
answer
1% 4% 0% - - - 3% - 1% 2% 1% - -

9. TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describes your feelings towards
this upcoming year
9
Thinking about Personal Finances
Upper case letters indicate significance at the 95% level.
 Nearly 80% of U.S. Hispanics believe their finances will be about the same or better in 2013
 Younger Hispanics are the most optimistic group with 61% stating that they believe their
personal finances will be better in 2013 than 2012
28%
51%
9%
10%
2%
About the same as 2012
Better than 2012
Worse than 2012
Not sure
Prefer to not answer
Total
(N=500)
Gender Age Language Spoken
Male Female 18-34 35-54 55+
Spanish
Dom
Bilingual
English
Dom
(A) (B) (C) (D) (E) (F) (G) (H)
(N=250) (N=250) (N=241) (N=188) (N=71) (N=200) (N=100) (N=200)
24% 32% A 23% 34% C 28% 22% 28% 33% F
54% 48% 61% DE 43% 38% 59% H 56% H 41%
11% 8% 6% 9% 20% CD 5% 8% 14% F
10% 10% 7% 13% 11% 11% 7% 11%
2% 2% 2% 2% 3% 3% 1% 2%

10. TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describes your feelings towards
this upcoming year
10
Thinking about Personal Finances (Cont’d)
Upper case letters indicate significance at the 95% level.
 The less acculturated are more optimistic about their personal finances in 2013
 46% of the currently unemployed believe their personal finances will improve in 2013
Total Acculturation Employment Status Region Income
Low Medium High Full Time Part Time
Un-
employed
West South Midwest Northeast
<$40K HH
Income
>$40K HH
Income
(I) (J) (K) (L) (M) (N) (O) (P) (Q) (R) (S) (T)
(N=500) (N=81) (N=274) (N=145) (N=187) (N=62) (N=68) (N=199) (N=184) (N=48) (N=69) (N=251) (N=217)
About the same as 2012 28% 25% 26% 33% 26% 21% 19% 29% Q 26% 17% 35% Q 25% 33%
Better than 2012 51% 58% K 56% K 38% 59% 61% 46% 49% 51% 58% 54% 53% 51%
Worse than 2012 9% 4% 8% 15% IJ 7% 3% 13% M 9% R 10% R 17% R 3% 10% 9%
Not sure 10% 10% 9% 12% 6% 11% 19% L 12% 10% 8% 6% 10% 7%
Prefer to not answer 2% 4% 2% 2% 2% 3% 3% 2% 3% - 3% 1% -

11. TNR Q3. Thinking about major purchases that people might buy for themselves or their family, Have you purchased or are you planning on buying a:
Home, condominium
(N=500)
11
Purchase Plans
33%
56%
12%
 New cars, home electronics, computers/tablets and mobile phones are high on the list of
planned purchases for 2013
 21% of Hispanics are considering a new home purchase
22%
65%
13%
32%
44%
24%35%
43%
22%
21%
72%
7%
33%
40%
28%32%
44%
23%
Brand new car or truck
(N=500)
Large kitchen appliance
such as a refrigerator,
stove or a washer/dryer
(N=500)
New home electronics
such as a flat screen TV,
home theater system
or game console
(N=500)
New computer or laptop
(N=500)
New tablet such as an iPad,
Galaxy Tab, Kindle Fire, etc
(N=500)
Smart phone with internet
such as an iPhone,Android or
Samsung Galaxy, etc
(N=500)
Past 12 Months
Next 12 Months
Not Considering

12. TNR Q4. Thinking about the U.S. economy in general, which of the following would you say best describes your feelings about where things are
headed over the next year?
12
Economy
Upper case letters indicate significance at the 95% level.
 66% of Hispanics believe the economy will be about the same or better in 2013
 The Spanish Dominant and Bilinguals are the most optimistic
25%
41%
18%
14%
2%
About the same as 2012
Better than 2012
Worse than 2012
Not sure
Prefer to not answer
Total
(N=500)
Gender Age Language Spoken
Male Female 18-34 35-54 55+
Spanish
Dom
Bilingual
English
Dom
(A) (B) (C) (D) (E) (F) (G) (H)
(N=250) (N=250) (N=241) (N=188) (N=71) (N=200) (N=100) (N=200)
24% 26% 27% 25% 20% 23% 28% 26%
44% 38% 44% 40% 38% 51% H 47% H 29%
19% 18% 15% 20% 24% 14% 9% 27% FG
11% 16% 12% 13% 18% 9% 16% 18% F
2% 2% 2% 2% - 4% H - 1%

13. TNR Q4. Thinking about the U.S. economy in general, which of the following would you say best describes your feelings about where things are
headed over the next year?
13
Economy (Cont’d)
Upper case letters indicate significance at the 95% level.
 58% of Hispanics living in the Midwest believe the economy will be better in 2013 which is
significantly higher than other regions
 The highly acculturated are the least optimistic about the future of the economy with 30%
believing 2013 will be worse than 2012
Total Acculturation Employment Status Region Income
Low Medium High Full Time Part Time
Un-
employed
West South Midwest Northeast
<$40K HH
Income
>$40K HH
Income
(I) (J) (K) (L) (M) (N) (O) (P) (Q) (R) (S) (T)
(N=500) (N=81) (N=274) (N=145) (N=187) (N=62) (N=68) (N=199) (N=184) (N=48) (N=69) (N=251) (N=217)
About the same as 2012 25% 27% 26% 23% 24% 19% 25% 27% 23% 25% 25% 24% 28%
Better than 2012 41% 48% K 46% K 29% 47% 50% 35% 38% 39% 58% OP 46% 44% 41%
Worse than 2012 18% 10% 15% 30% IJ 19% 11% 18% 17% 22% 13% 14% 18% 17%
Not sure 14% 10% 12% 19% 9% 19% 19% 17% Q 13% Q 4% 13% 14% 14%
Prefer to not answer 2% 5% 2% - 2% - 3% 2% 3% - 1% 0% -

14. TNR Q5. If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currently most concerned about
and “5” equals the one you are least concerned about, how would you rank the following?
14
Economic Issues
Upper case letters indicate significance at the 95% level.
 Rising prices and the availability of jobs are the two economic issues Hispanics are most
concerned about.
 The housing market appears to be waning as an economic concern
Total Gender Age Language Spoken
Male Female 18-34 35-54 55+
Spanish
Dom
Bilingual
English
Dom
(A) (B) (C) (D) (E) (F) (G) (H)
(N=500) (N=250) (N=250) (N=241) (N=188) (N=71) (N=200) (N=100) (N=200)
Rising prices 2.35 2.44 2.27 2.50 D 2.13 2.45 2.35 2.55 2.27
Availability of jobs 2.36 2.41 2.30 2.31 2.45 2.27 2.42 2.48 2.24
National budget deficit 2.96 2.94 2.97 3.04 E 2.95 2.69 2.93 3.00 2.97
Financial markets 3.54 3.42 3.65 A 3.47 3.60 3.59 3.61 3.39 3.54
Housing market 3.80 3.78 3.81 3.68 3.87 4.00 3.71 3.58 4.00 FG

15. TNR Q5. If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currently most concerned about
and “5” equals the one you are least concerned about, how would you rank the following?
15
Economic Issues (Cont’d)
Upper case letters indicate significance at the 95% level.
 Rising prices are of greatest concern to the less acculturated and those living in the South
 Availability of jobs is of greatest concern to the highly acculturated, the unemployed and
those employed part-time
Total Acculturation Employment Status Region Income
Low Medium High Full Time Part Time
Un-
employed
West South Midwest Northeast
<$40K HH
Income
>$40K HH
Income
(I) (J) (K) (L) (M) (N) (O) (P) (Q) (R) (S) (T)
(N=500) (N=81) (N=274) (N=145) (N=187) (N=62) (N=68) (N=199) (N=184) (N=48) (N=69) (N=251) (N=217)
Rising prices 2.35 2.22 2.44 2.27 2.48 2.40 2.37 2.49 P 2.22 2.27 2.36 2.29 2.43
Availability of jobs 2.36 2.51 2.40 2.19 2.57 N 2.18 1.94 2.25 2.43 2.40 2.45 2.23 2.47 S
National budget deficit 2.96 2.79 3.01 2.94 2.98 3.05 2.87 2.95 2.92 3.13 2.94 2.92 3.00
Financial markets 3.54 3.67 3.47 3.59 3.34 3.48 3.71 L 3.62 3.53 3.40 3.39 3.67 T 3.42
Housing market 3.80 3.81 3.68 4.01 J 3.63 3.89 4.12 L 3.68 3.89 3.81 3.86 3.89 3.69

16. 16
Demographics

17. 17
46%
11%
2%
9%
32%
Married
Separated/divorced
Widowed
Living with partner
Single
MARITAL STATUS
1%
6%
25%
27%
7%
9%
18%
8%
Grade school
Some high school
High school graduate
Some College, but no
degree
Trade or technical school
Graduated from 2-year
College
Graduated from 4 or 5 year
College
Post Graduate Degree
EDUCATION
51%
22%
17%
6%
2%
1%
0%
0%
0%
0%
51%
19%
18%
7%
3%
0%
0%
0%
0%
NUMBER OF CHILDREN UNDER 18 YEARS
1
2
3
4
5
6
7
8
0
(N=500)
(N=500)
(N=500)
13%
26%
18%
20%
16%
4%
2%
1%
0%
1%
1
2
3
4
5
6
7
8
NUMBER OF PEOPLE LIVING IN
HOUSE HOLD
10 or more
9
(N=500) (N=500)
37%
12%
5%
12%
5%
10%
14%
5%
Work full-time
Work part-time
Self-employed/business
owner
Full-time Homemaker
Retired
Student, not employed
Currently unemployed
Unable to work/Disabled
EMPLOYMENT STATUS
(N=500)
65%
32%
3%
Yes No Prefer not to answer
HEALTH INSURANCE
Demographics
D1, D2, D3, D4, D5, D6

18. 18
12%
9%
15%
25%
39%
3 years or less
4 to 6 years
7 to 10 years
11 to 19 years
20+
Born in
the U.S.,
64% Moved
here,
36%
Born in the U.S. Moved here
BORN IN U.S. OR MOVED TO U.S.
(N=180)
LIVED IN US
27%
29%
19%
8%
4%
7%
13%
Mexican
Mexican American
Puerto Rican
Cuban
Dominican
Central American
South American
HISPANIC ORIGIN
6%
8%
4%
5%
6%
8%
13%
11%
16%
15%
8%
Prefer not to state
$100,000 or more
$80,000 to < $100,000
$70,000 to < $80,000
$60,000 to < $70,000
$50,000 to < $60,000
$40,000 to < $50,000
$30,000 to < $40,000
$20,000 to < $30,000
$10,000 to < $20,000
< $10,000
HOUSEHOLD INCOME
(N=500)
(N=500) (N=500)
28%
10%
37%
9%
16%
Much closer to
Hispanic/Latino Culture
Somewhat closer to
Hispanic/Latino Culture
Equally close to both
cultures
Somewhat closer to U.S.
Culture
Much closer to U.S.
Culture
CULTURAL
IDENTIFICATION
(N=500)
Demographics (Cont’d)
D7, D7a, D8, D9, D10

19. 41%
25%
24%
6%
4%
English only
Spanish and English
equally
English mostly
Spanish mostly
Spanish only
31%
33%
22%
10%
5%
32%
28%
18%
14%
7%
38%
28%
17%
11%
7%
LANGUAGE OF PREFERENCE FOR THE FOLLOWING MEDIA OUTLETS (N=500)
(N=500)
19
Demographics (Cont’d)
D11. What is your language of preference for the following media outlets?

20. CONTACT
INFO:
2100 W. Magnolia Blvd.
Suite A-B
Burbank, CA 91506
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
818-843-0220 x102
roy@thinknowresearch.com