ThinkNow ResearchPhone: 877-200-2710info@thinknowresearch.comwww.thinknowresearch.com1National HispanicOmnibus SurveyState...
2ThinkNow ResearchNational Hispanic Quant Survey U.S. Hispanic Nationally Representative Sample Base Size n=500 Age: 18...
S2. What is your gender?S4. What is your age?S6. What language do you normally speak at home?19%29%21%17%14%18-2425-3435-4...
27%17%12%6%4%3%2%2%2%2%2%2%19%CaliforniaTexasFloridaNew YorkArizonaNew JerseyOhioIllinoisMassachusettsPennsylvaniaMichigan...
5ThinkNow Research was interested in measuring the current state of U.S. Hispanic consumer sentiment.Areas covered in this...
6Findings
TNR Q1. Thinking of all of the sources of income that contribute to your household, compared to this same time last year w...
TNR Q1. Thinking of all of the sources of income that contribute to your household, compared to this same time last year w...
TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describ...
TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describ...
TNR Q3. Thinking about major purchases that people might buy for themselves or their family, Have you purchased or are you...
TNR Q4. Thinking about the U.S. economy in general, which of the following would you say best describes your feelings abou...
TNR Q4. Thinking about the U.S. economy in general, which of the following would you say best describes your feelings abou...
TNR Q5. If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are current...
TNR Q5. If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are current...
16Demographics
1746%11%2%9%32%MarriedSeparated/divorcedWidowedLiving with partnerSingleMARITAL STATUS1%6%25%27%7%9%18%8%Grade schoolSome ...
1812%9%15%25%39%3 years or less4 to 6 years7 to 10 years11 to 19 years20+Born inthe U.S.,64% Movedhere,36%Born in the U.S....
41%25%24%6%4%English onlySpanish and EnglishequallyEnglish mostlySpanish mostlySpanish only31%33%22%10%5%32%28%18%14%7%38%...
CONTACTINFO:2100 W. Magnolia Blvd.Suite A-BBurbank, CA 91506Main Phone: 877-200-2710Mario X. Carrasco, M.A.818-843-0220 x1...
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ThinkNow Research - Hispanic consumer sentiment survey - January 2013

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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.

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ThinkNow Research - Hispanic consumer sentiment survey - January 2013

  1. 1. ThinkNow ResearchPhone: 877-200-2710info@thinknowresearch.comwww.thinknowresearch.com1National HispanicOmnibus SurveyState of HispanicConsumersJanuary 2013
  2. 2. 2ThinkNow ResearchNational 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 eitherEnglish or Spanish
  3. 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%18-2425-3435-4445-5455+AGE & GENDER(N=500)3Respondents’ Age, Gender & Language Use The Omnibus Sample consists of a representative sample of U.S. Hispanic men and womenacross age groups and home language useMale50%Female50%12%28%20%18%22%Spanish onlySpanish mostlySpanish andEnglish equallyEnglish mostlyEnglish onlyLANGUAGE NORMALLY SPOKEN(N=500)
  4. 4. 27%17%12%6%4%3%2%2%2%2%2%2%19%CaliforniaTexasFloridaNew YorkArizonaNew JerseyOhioIllinoisMassachusettsPennsylvaniaMichiganColoradoOtherS5. What US State do you live in?U.S. STATE LIVE IN(N=500)4Respondents’ State of ResidenceResponses Drawn From thefollowing US Census RegionsWEST = 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 toensure an accurate distribution of completes within each region Survey respondents mirror the geographic distribution of the U.S. Hispanic population
  5. 5. 5ThinkNow 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 lastyear 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 saybest describes your feelings towards this upcoming year:[PURCHASE PLANS]Thinking about major purchases that people might buy for themselves or their family, Have you purchasedor 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 yourfeelings 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 arecurrently most concerned about and “5” equals the one you are least concerned about, how would yourank the following?
  6. 6. 6Findings
  7. 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 yourhousehold financial situation has:7Sources of IncomeUpper 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 groups29%46%21%4%1%ImprovedStayed the sameWorsenedNot surePrefer to notanswerTotal(N=500)Gender Age Language SpokenMale Female 18-34 35-54 55+SpanishDomBilingualEnglishDom(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. 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 yourhousehold financial situation has:8Sources 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 thesame of better than last yearTotal Acculturation Employment Status Region IncomeLow Medium High Full Time Part TimeUn-employedWest South Midwest Northeast<$40K HHIncome>$40K HHIncome(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% SStayed 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 notanswer1% 4% 0% - - - 3% - 1% 2% 1% - -
  9. 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 towardsthis upcoming year9Thinking about Personal FinancesUpper 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 theirpersonal finances will be better in 2013 than 201228%51%9%10%2%About the same as 2012Better than 2012Worse than 2012Not surePrefer to not answerTotal(N=500)Gender Age Language SpokenMale Female 18-34 35-54 55+SpanishDomBilingualEnglishDom(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% F54% 48% 61% DE 43% 38% 59% H 56% H 41%11% 8% 6% 9% 20% CD 5% 8% 14% F10% 10% 7% 13% 11% 11% 7% 11%2% 2% 2% 2% 3% 3% 1% 2%
  10. 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 towardsthis upcoming year10Thinking 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 2013Total Acculturation Employment Status Region IncomeLow Medium High Full Time Part TimeUn-employedWest South Midwest Northeast<$40K HHIncome>$40K HHIncome(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. 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)11Purchase Plans33%56%12% New cars, home electronics, computers/tablets and mobile phones are high on the list ofplanned purchases for 2013 21% of Hispanics are considering a new home purchase22%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 appliancesuch as a refrigerator,stove or a washer/dryer(N=500)New home electronicssuch as a flat screen TV,home theater systemor 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 internetsuch as an iPhone,Android orSamsung Galaxy, etc(N=500)Past 12 MonthsNext 12 MonthsNot Considering
  12. 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 areheaded over the next year?12EconomyUpper 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 optimistic25%41%18%14%2%About the same as 2012Better than 2012Worse than 2012Not surePrefer to not answerTotal(N=500)Gender Age Language SpokenMale Female 18-34 35-54 55+SpanishDomBilingualEnglishDom(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% FG11% 16% 12% 13% 18% 9% 16% 18% F2% 2% 2% 2% - 4% H - 1%
  13. 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 areheaded over the next year?13Economy (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 issignificantly 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 2012Total Acculturation Employment Status Region IncomeLow Medium High Full Time Part TimeUn-employedWest South Midwest Northeast<$40K HHIncome>$40K HHIncome(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. 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 aboutand “5” equals the one you are least concerned about, how would you rank the following?14Economic IssuesUpper case letters indicate significance at the 95% level. Rising prices and the availability of jobs are the two economic issues Hispanics are mostconcerned about. The housing market appears to be waning as an economic concernTotal Gender Age Language SpokenMale Female 18-34 35-54 55+SpanishDomBilingualEnglishDom(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 2.27Availability of jobs 2.36 2.41 2.30 2.31 2.45 2.27 2.42 2.48 2.24National budget deficit 2.96 2.94 2.97 3.04 E 2.95 2.69 2.93 3.00 2.97Financial markets 3.54 3.42 3.65 A 3.47 3.60 3.59 3.61 3.39 3.54Housing market 3.80 3.78 3.81 3.68 3.87 4.00 3.71 3.58 4.00 FG
  15. 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 aboutand “5” equals the one you are least concerned about, how would you rank the following?15Economic 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 andthose employed part-timeTotal Acculturation Employment Status Region IncomeLow Medium High Full Time Part TimeUn-employedWest South Midwest Northeast<$40K HHIncome>$40K HHIncome(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 2.43Availability 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 SNational 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 3.00Financial 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 3.42Housing 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. 16Demographics
  17. 17. 1746%11%2%9%32%MarriedSeparated/divorcedWidowedLiving with partnerSingleMARITAL STATUS1%6%25%27%7%9%18%8%Grade schoolSome high schoolHigh school graduateSome College, but nodegreeTrade or technical schoolGraduated from 2-yearCollegeGraduated from 4 or 5 yearCollegePost Graduate DegreeEDUCATION51%22%17%6%2%1%0%0%0%0%51%19%18%7%3%0%0%0%0%NUMBER OF CHILDREN UNDER 18 YEARS123456780(N=500)(N=500)(N=500)13%26%18%20%16%4%2%1%0%1%12345678NUMBER OF PEOPLE LIVING INHOUSE HOLD10 or more9(N=500) (N=500)37%12%5%12%5%10%14%5%Work full-timeWork part-timeSelf-employed/businessownerFull-time HomemakerRetiredStudent, not employedCurrently unemployedUnable to work/DisabledEMPLOYMENT STATUS(N=500)65%32%3%Yes No Prefer not to answerHEALTH INSURANCEDemographicsD1, D2, D3, D4, D5, D6
  18. 18. 1812%9%15%25%39%3 years or less4 to 6 years7 to 10 years11 to 19 years20+Born inthe U.S.,64% Movedhere,36%Born in the U.S. Moved hereBORN IN U.S. OR MOVED TO U.S.(N=180)LIVED IN US27%29%19%8%4%7%13%MexicanMexican AmericanPuerto RicanCubanDominicanCentral AmericanSouth AmericanHISPANIC ORIGIN6%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< $10,000HOUSEHOLD INCOME(N=500)(N=500) (N=500)28%10%37%9%16%Much closer toHispanic/Latino CultureSomewhat closer toHispanic/Latino CultureEqually close to bothculturesSomewhat closer to U.S.CultureMuch closer to U.S.CultureCULTURALIDENTIFICATION(N=500)Demographics (Cont’d)D7, D7a, D8, D9, D10
  19. 19. 41%25%24%6%4%English onlySpanish and EnglishequallyEnglish mostlySpanish mostlySpanish only31%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)19Demographics (Cont’d)D11. What is your language of preference for the following media outlets?
  20. 20. CONTACTINFO:2100 W. Magnolia Blvd.Suite A-BBurbank, CA 91506Main Phone: 877-200-2710Mario X. Carrasco, M.A.818-843-0220 x101mario@thinknowresearch.comRoy Eduardo Kokoyachuk, MBA818-843-0220 x102roy@thinknowresearch.com
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