Think Now Research: US Hispanic Values
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Think Now Research: US Hispanic Values

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ThinkNow Research wanted to measure how U.S. Hispanics rank commonly held Cultural Values and compare the rankings across various Hispanic segments to see how they differ from each-other. ...

ThinkNow Research wanted to measure how U.S. Hispanics rank commonly held Cultural Values and compare the rankings across various Hispanic segments to see how they differ from each-other.

Roy Eduardo Kokoyachuk, Partner, ThinkNow Research, conducted a similar study in 2003 as part of a Master’s Dissertation at Cal State Los Angeles. That research was also presented at the 2003 ARF and AHAA conferences in association with Garcia Research.

The topline findings of that study were used for comparison to the 2013 findings to see if there has been a shift in the ranking of Cultural Values by U.S. Hispanics over the past 10 years.

In this study, you will learn the importance of the following values among U.S. Hispanics:
Family unity
To be surrounded by friends & family
Respect for elders
Morality & decency
Equality of the sexes
Generosity
Religion
Having control over my time
Community with other
Hispanics
Control over my destiny

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Think Now Research: US Hispanic Values Think Now Research: US Hispanic Values Presentation Transcript

  • ThinkNow ResearchPhone: 877-200-2710info@thinknowresearch.comwww.thinknowresearch.com1National HispanicOmnibus SurveyU.S. Hispanic CulturalValues in 2013
  • 2 Cultural values are shared beliefs among members of a cultural group thatgovern the actions and decisions of group members. Even though U.S.Hispanics hail from 20 different countries, many share similar culturalbeliefs. ThinkNow Research wanted to measure how U.S. Hispanics rank commonlyheld Cultural Values and compare the rankings across various Hispanicsegments to see how they differ from each-other. Roy Eduardo Kokoyachuk, Partner, ThinkNow Research, conducted a similarstudy in 2003 as part of a Master’s Dissertation at Cal State Los Angeles.That research was also presented at the 2003 ARF and AHAA conferencesin association with Garcia Research. The topline findings of that study wereused for comparison to the 2013 findings to see if there has been a shift inthe ranking of Cultural Values by U.S. Hispanics over the past 10 years.Goal of this Study
  • 3ThinkNow ResearchNational Hispanic Quant Survey U.S. Hispanic Nationally Representative Sample Base Size n=503 Age: 18+ Gender: Male/Female n=247/256 Language: Spanish Dominant: n= 200 Bilingual: n= 126 English Dominant: n= 177 Survey field dates (3/18-3/24/13) Respondents were allowed to take the survey in eitherEnglish or Spanish View slide
  • S2. What is your gender?S4. What is your age?S6. What language do you normally speak at home?18%35%21%14%13%18-2425-3435-4445-5455+AGE & GENDER(N=503)4Respondents’ Age, Gender & Language Use The Omnibus Sample consists of a representative sample of U.S. Hispanic men and womenacross age groups and home language useMale49%Female51%10%30%25%26%10%Spanish onlySpanish mostlySpanish andEnglish equallyEnglish mostlyEnglish onlyLANGUAGE NORMALLY SPOKEN(N=503) View slide
  • 26%17%11%8%4%3%3%2%2%2%2%2%19%CaliforniaTexasFloridaNew YorkIllinoisWashingtonArizonaMassachusettsNevadaNew JerseyNorth CarolinaColoradoOthersS5. What US State do you live in?U.S. STATE LIVE IN(N=503)5Respondents’ State of ResidenceResponses Drawn From thefollowing US Census RegionsWEST = 39%SOUTH = 37%MIDWEST = 9%NORTH-EAST = 15% 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
  • 6TNQ1. The following question contains a series of cultural values that people may or may not believe to beimportant to them personally. Please tell us which TWO of the following cultural values you consider to bemost important to you personally. [RANDOMIZE] Values: Family unity To be surrounded by friends & family Respect for elders Morality & decency Equality of the sexes Generosity Religion Having control over my time Community with other Hispanics Control over my destinyTNQ1a. Of the remaining values which TWO are the LEAST important to you?[SHOW REMAINING VALUES – REPEAT RANKING UNTIL ALL VALUES ASSIGNED RANK SCORE]Values Measured
  • 7Findings
  • 8Upper case letters indicate significance at the 95% level. Hispanic Men rank Control over Destiny (#6) significantly higher than Women (#10) Women ranked Equality of Sexes (#7) higher than Men (#9) Younger Hispanics, however, ranked of Equality of Sexes significantly higher (#6) than their older cohorts (#9)Cultural Value Rankings - 2013TNQ1_TNQ1C. Average cultural valuesTotal Gender AgeMale Female 18-34 35+(A) (B) (C) (D) (E)(N=503) (N=247) (N=256) (N=268) (N=235)Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.Family Unity #1 2.04 #1 2.32 C #1 1.76 #1 2.08 #1 1.98Morality & Decency #2 2.45 #2 2.48 #2 2.43 #3 2.59 E #2 2.30Surrounded by Friends & Family #3 2.52 #3 2.54 #3 2.50 #2 2.49 #4 2.56Respect for Elders #4 2.65 #4 2.76 #4 2.55 #5 2.85 E #3 2.43Generosity #5 2.80 #5 2.82 #5 2.79 #4 2.78 #5 2.83Religion #6 3.28 #7 3.36 #6 3.21 #7 3.40 #6 3.14Equality of Sexes #7 3.49 #9 3.51 #7 3.47 #6 3.31 #9 3.70 DControl over Time #8 3.53 #8 3.38 #8 3.67 B #9 3.50 #7 3.56Control over Destiny #9 3.57 #6 3.26 #10 3.87 B #8 3.47 #8 3.68Community with Other Hispanics #10 3.67 #10 3.58 #9 3.75 #10 3.53 #10 3.82 D
  • Total Language SpokenSpanish Dom Bilingual English Dom(A) (F) (G) (H)(N=503) (N=200) (N=126) (N=177)Rank Avg. Rank Avg. Rank Avg. Rank Avg.Family Unity #1 2.04 #1 1.89 #1 1.99 #1 2.24 FMorality & Decency #2 2.45 #2 2.47 #3 2.61 #2 2.32Surrounded by Friends & Family #3 2.52 #5 2.69 H #2 2.50 #3 2.35Respect for Elders #4 2.65 #3 2.59 #4 2.71 #4 2.69Generosity #5 2.80 #4 2.69 #5 2.87 #5 2.89Religion #6 3.28 #6 3.28 #6 3.25 #6 3.31Equality of Sexes #7 3.49 #10 3.67 GH #7 3.33 #8 3.40Control over Time #8 3.53 #8 3.60 H #10 3.71 H #7 3.32Control over Destiny #9 3.57 #9 3.63 #8 3.49 #9 3.55Community with Other Hispanics #10 3.67 #7 3.51 #9 3.53 #10 3.94 FG9Upper case letters indicate significance at the 95% level. Control over Destiny & Time are two values that are ranked higher by English Dominant Hispanics than by theSpanish Dominant. These values are often associated with American culture. Hispanic culture is usually consideredmore fatalistic. The value placed on being Surrounded by Friends & Family increases among the English Dominant thoughCommunity with Other Hispanics decreasesCultural Value Rankings - 2013TNQ1_TNQ1C. Average cultural values
  • 10Upper case letters indicate significance at the 95% level. Mexicans and their Central American cohorts rank being Surrounded by Friends and Family higher than Caribbeanand South American Hispanics Caribbeans and South Americans also rank Control over Time significantly higher than other Hispanics Central Americans rank Control over Destiny & Time significantly lower than other Hispanics.Cultural Value Rankings - 2013TNQ1_TNQ1C. Average cultural valuesTotal Country of OriginMexican Caribbean C. America S. America(A) (Q) (R) (S) (7)(N=503) (N=279) (N=156) (N=29) (N=44)Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.Family Unity #1 2.04 #1 2.05 #1 2.11 #1 1.79 #1 1.89Morality & Decency #2 2.45 #3 2.52 #2 2.45 #3 2.17 #2 2.20Surrounded by Friends & Family #3 2.52 #2 2.47 #3 2.65 S #2 2.10 #4 2.59Respect for Elders #4 2.65 #4 2.61 #5 2.80 #5 2.69 #3 2.36Generosity #5 2.80 #5 2.83 #4 2.74 #4 2.52 #5 3.00Religion #6 3.28 #6 3.17 #8 3.46 #6 3.24 #7 3.41Equality of Sexes #7 3.49 #7 3.48 #9 3.51 #7 3.28 #8 3.57Control over Time #8 3.53 #10 3.64 R #6 3.28 #9 4.14 QRT #6 3.39Control over Destiny #9 3.57 #8 3.59 #7 3.39 #10 4.24 QRT #9 3.59Community with Other Hispanics #10 3.67 #9 3.63 #10 3.61 #8 3.83 #10 4.00
  • 11Upper case letters indicate significance at the 95% level. Increases in Income and Education correlate with an increase in the importance placed on Control over Time &Destiny. Higher Income and Education also decreases the importance placed on Respect for Elders and Equality of theSexes. This last finding may be tied to Hispanic men generally having higher Income and Education levels thenwomen.Cultural Value Rankings - 2013TNQ1_TNQ1C. Average cultural valuesTotal Income Education<$30K HH Income >$30K HH Income H.S. or Less Some College+(A) (U) (V) (W) (X)(N=503) (N=164) (N=326 (N=143) (N=360)Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.Family Unity #1 2.04 #1 1.84 #1 2.11 U #1 2.00 #1 2.05Morality & Decency #2 2.45 #4 2.55 #2 2.40 #4 2.59 #2 2.40Surrounded by Friends & Family #3 2.52 #2 2.47 #3 2.57 #3 2.55 #3 2.51Respect for Elders #4 2.65 #3 2.48 #4 2.77 U #2 2.48 #4 2.72Generosity #5 2.80 #5 2.61 #5 2.91 U #5 2.71 #5 2.84Religion #6 3.28 #6 3.38 #6 3.25 #6 3.23 #6 3.30Equality of Sexes #7 3.49 #7 3.45 #9 3.52 #7 3.30 #9 3.56 WControl over Time #8 3.53 #8 3.63 #8 3.47 #8 3.66 #7 3.48Control over Destiny #9 3.57 #10 3.82 V #7 3.40 U #10 3.78 X #8 3.49Community with Other Hispanics #10 3.67 #9 3.77 #10 3.61 #9 3.71 #10 3.65
  • 12Cultural Value Rankings – 2003 vs. 2013What’s Changed? Family Unity remained the #1 Cultural Value among U.S. Hispanics. This also held across every demo break in the2013 survey. Interestingly, Morality & Decency jumped up two rank positions in this years rankings and Religion ranked up one. Equality of the Sexes has fallen a couple rank positions. All other cultural values either maintained the same rank score or moved one rank position.TNQ1_TNQ1C. Average cultural values2003 (N=476)Rank Avg.Family Unity#1 1.50Surrounded by Friends & Family#2 2.08Respect for Elders#3 2.14Morality & Decency#4 2.25Equality of Sexes#5 2.49Generosity#6 2.56Religion#7 2.67Control over Time#8 2.87Community With Other Hispanics#9 2.87Control over Destiny#10 2.892013 (N=503)Rank Avg.Family Unity#1 2.04Morality & Decency#2 2.45Surrounded by Friends & Family#3 2.52Respect for Elders#4 2.65Generosity#5 2.80Religion#6 3.28Equality of Sexes#7 3.49Control over Time#8 3.53Control over Destiny#9 3.57Community With Other Hispanics#10 3.67
  • 13Demographics
  • 1453%7%1%8%30%MarriedSeparated/divorcedWidowedLiving with partnerSingleMARITAL STATUS2%7%20%24%5%10%26%7%Grade schoolSome high schoolHigh school graduateSome College, but nodegreeTrade or technical schoolGraduated from 2-yearCollegeGraduated from 4 or 5 yearCollegePost Graduate DegreeEDUCATION41%30%19%7%2%0%0%0%0%NUMBER OF CHILDREN UNDER 18 YEARS123456780(N=503)(N=503)(N=503)11%19%23%25%14%6%2%2%0%0%12345678NUMBER OF PEOPLE LIVING INHOUSE HOLD10 or more9(N=503) (N=503)43%13%3%12%6%6%12%4%Work full-timeWork part-timeSelf-employed/businessownerFull-time HomemakerRetiredStudent, not employedCurrently unemployedUnable to work/DisabledEMPLOYMENT STATUS(N=503)70%28%2%Yes No Prefer not to answerHEALTH INSURANCEDemographics – 2013 StudyD1, D2, D3, D4, D5, D6
  • 1510%13%20%24%32%3 years or less4 to 6 years7 to 10 years11 to 19 years20+Born inthe U.S.,61%Movedhere,39%Born in the U.S. Moved hereBORN IN U.S. OR MOVED TO U.S.(N=197)LIVED IN US32%27%18%10%4%6%9%MexicanMexican AmericanPuerto RicanCubanDominicanCentral AmericanSouth AmericanHISPANIC ORIGIN5%14%7%4%4%12%10%13%17%10%6%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=503)(N=503) (N=503)27%16%36%11%10%Much closer toHispanic/Latino CultureSomewhat closer toHispanic/Latino CultureEqually close to bothculturesSomewhat closer to U.S.CultureMuch closer to U.S.CultureCULTURAL IDENTIFICATION(N=503)Demographics - 2013 (Cont’d)D7, D7a, D8, D9, D10
  • 31%26%24%14%5%Spanish and EnglishequallyEnglish onlyEnglish mostlySpanish mostlySpanish only41%16%20%17%6%37%17%19%19%8%33%25%22%13%7%LANGUAGE OF PREFERENCE FOR THE FOLLOWING MEDIA OUTLETS(N=503)16Demographics - 2013 (Cont’d)D11. What is your language of preference for the following media outlets?
  • 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