Communicating withHispanics in Colorado Abraham Morales Associate & Multicultural Specialist
The New American RealityToday we will discuss five questions:• Who is Hispanic?• Where are they and how many?• What are some future trends?• What are some of the attitudes and towards health care?• How do they use media? And also answer questions you might have
Who is Hispanic? POP QUIZ From the following list, who do you think is Latino? A) Only Christina B) Lynda, Knowshon and Christina C) All but Mitt Romney D) All of them E) I have no idea / none
Who is Hispanic? Clue #1 There are two approaches to define Hispanic or Latino: • An ethnic group that traces its roots to 20 Spanish-speaking nations from Latin America and Spain itself (but not Portugal or Brazil). • Simpler approach. Anyone who says they are. U.S. Census uses second approach to count.
Clue #2 There is no wrong answerWho is Hispanic? POP QUIZ From the following list, who do you think is Latino? A) Only Christina B) Lynda, Knowshon and Christina C) All but Mitt Romney D) All of them E) I have no idea / none
Who is Hispanic? Finding common patterns • Diverse community with majority of mestizo ancestry • Latino person could be by place or origin, language spoken or by identity with culture and traditions • Majority would speak primarily Spanish or be bilingual • Different levels of acculturation and integration • Would follow own traditions and have different cultural views • Most of them will trace their roots to Mexico
Where are they and how many? U.S. Census 2010: 50 million Latinos Account for more than half of nation’s growth in past decade 20 percent of Coloradans, or 1 million, are Latinos Colorado had a 41 percent increase of Hispanic populationGrowth in Colorado: 43rd compared to the national growth Source: U.S. Census 2010
Most Hispanics in Colorado trace their roots to Mexico Mexican • 74 percent Puerto Rican • 2.2 percent Salvadoran • 1.2 percent Cuban, Peruvian, Colombian, • Less than 1 percent each Honduran • 20 percent Other • 8 percent Spanish AmericanSource: U.S. Census 2010
Where are they and how many? • Most Mexican Americans in Colorado trace their roots to state of Chihuahua. • A great majority come from rural, small agricultural communities. The Chihuahua •Often have a low level of education. factor • Character traits: • Great sense of regionalism • Trusting • Noble • Loyal (friendships, family, brands, institutions) Sources: State of Chihuahua, Mexican Consulate in Denver
Hispanics by city in Colorado By Hispanic Population City Population Percentage Denver 190,965 31.8% Aurora 93,263 28.7% Colorado Springs 66,866 16.1% Pueblo 53,098 49.8% Thornton 37,602 31.7% Greeley 33,440 36.0% Lakewood 31,467 22.0% Westminster 22,006 20.7% Commerce City 21,509 46.8% Longmont 21,191 24.6%Source: US Census 2010
POP QUIZWhat city has the largest percentage of Hispanicsin the Denver Metro Area? City Share A) Aurora Federal Heights 47.6% B) Commerce City Commerce City 46.8% Glendale 32.3% C) Highlands Ranch Denver 31.8% D) Denver Thornton 31.7% E) I have no idea / Northglenn 30.6% none of the above Aurora 28.7% Lakewood 22.0% Wheat Ridge 20.9% Westminster 20.7% Englewood 18% Arvada 13.7% Littleton 12.4% Broomfield 11.1%
What are some future trends? On average, Hispanics are younger. Median age: 27 vs. 42 for non-Hispanics Foreign-born Hispanics are younger than native-born In the last decade, most of the population growth among Hispanics resulted from births (7.2 million) Third-generation Hispanics will continue to speak Spanish in large numbers Source: Pew Research Center
What are some future trends? Are Hispanics speaking more English? Yes Does that mean that Spanish will be spoken less? Not necessarily. Bilingualism will continue to grow. Source: Pew Research Center
What are some future trends? Projection By 2050: 120 million Hispanics in the U.S. Source: Pew Research Center
What are some of the attitudes towards health care?
Health Issues• Common health issues: • Cancer • Heart disease• Health disparities: • Diabetes and obesity affect Hispanics at higher rates • Significantly higher rates of hospital readmissions for short- term complications due to diabetes
Attitude Towards Health Care• Hispanics are less likely to see a doctor, receive annual physical exams or see other professional health providers o More than one-fourth of Hispanic adults in the United States lack a usual health care provider o Language barrier o Cultural reasons: Trust issues, myths about doctors not listening, perception that visits are too fast, fear of receiving bad news o Latinos are also more likely to ask for opinion from others about possible cause of health issues and remedies, and use a combination of homemade remedies such teas, with prescription medication
Attitude Towards Health Care• Prevention: o Latino and African American men go less to see the doctor for primary care. For Latinos, this could be related to the culture of machismo. o Hispanics lack a preventive culture – often won’t go to see a doctor until the issue becomes serious. o A 2010 study on Latinas found that 70% of them (even having health insurance) delay doctor appointments, due to: oOpting for alternative therapies oPrevious experience with discrimination in a clinical setting oPreference for doctors of their own race who "speak their language"
Attitude Towards Health Care• Hispanic women make most health care decisions for theirfamilies, but never alone. They have a strong level of influencein their extended family and friends and at the same time areinfluenced by same people• Spanish-speaking parents would rely greatly in their childrennot only for translation or interpretation but also for help withmedical directions and to navigate the health care system, andwhen it comes to making decisions for selecting a service orbusiness
Attitude Towards Health Care• Among Latinos who have received health care in the past year, 78percent rate that care as good or excellent. o One in four said poor: those who believed that the quality of their medical care was poor attribute it to their financial limitations (31 percent), their race or ethnicity (29 percent), or the way they speak English or their accent (23 percent).• 71 percent received information from a doctor in the past year, withequal proportion report obtaining health information through theirsocial networks, including family, friends, churches, and communitygroups. o 83 percent from some branch of the media, with television being dominant o 79 percent say they are acting on this information.Source: Hispanics and Health Care in the United States: Access, Information and Knowledge Hispanics and health care (July-September,2007 Survey of 4,013 Hispanic adults by Pew Hispanic Center/RWJF)
Attitude Towards Health CareCase Studies• Food and diet• Home health care workers• Latinas and domestic violence
Attitude Towards Health CareAccess: 2008“While the percentage of Americans without health insurance has increasedin the past two decades, the percentage of uninsured non-Hispanic adultshas held relatively steady since 1983, while the percentage of uninsuredHispanic adults has increased. Changes that improved or maintainedinsurance rates among non-Hispanics did not have the same effect onHispanics.”- Hispanics and Health Insurance Coverage: The Rising Disparity (Medical Care, publication of theAmerican Public Health Association , October 2008)
Attitude Towards Health CareActivation: 2011Average patient activation scores…Both Hispanics and blacks hadsignificantly lower average scores than whites. Furthermore,Hispanics’ scores were significantly below those of blacks.Only 24.8 percent of Hispanics were at the highest level of activation(level 4), compared to 45.3 percent of whites and 39.5 percent ofblacks.- Raising Low ‘Patient Activation’ Rates Among Hispanic Immigrants May Equal ExpandedCoverage In Reducing Access Disparities (Health Affairs October, 2011)
Media use and media outlets inDenver Metro Area
Media use Internet • 30 million U.S. Hispanics online • 2.3 million are using Facebook in Spanish • 8.1 million are using Twitter • 50 percent of Hispanics don’t have access to Internet (vs. 26 percent white) • 61.1 percent of Denver-area Hispanics access the Internet (but not necessarily using a home computer and broadband connection) Cellphone • Higher use of cellphones and smartphones • 83 percent send and receive TXT MSGS (vs. 70 percent white) • 75 percent of Denver-area Hispanics own a cell phone • Subscribe to paid services to receive TXT about different topics are popular Sources: Scarborough Research, Pew Research Center, U.S. Department of Commerce.
Media use Television • Spend an average of 17.3 hours per week watching Spanish-language TV • And 11.6 hours watching English-language TV Radio • Unique aspect of Spanish-language radio is the time spent listening • Many often listen to radio all workday • Spend 12 hours individually, 26-30 hours as family, per week Source: Scarborough Research.
Media use Print • Newsprint is valued as an important way to receive information • Spend 1.2 hours a week reading newspaper in Spanish and 2 hours in English Direct mail • 3.5 times more likely to respond to direct mail solicitation • 72 percent say they always read their mail, including direct marketing • Spanish-speaking Hispanics are even more likely to respond to direct mail, at 70 percent • 75 percent of Hispanic adults have made a purchase through direct mail Source: Scarborough Research.
Media use Bottom Line • Are less likely to have broadband connection at home. • More active at text messaging and use cellphone more to connect to Internet. • Watch TV longer than average. • Listen to radio longer during the day. • Value newsprint to receive information. • Love junk mail. Source: Scarborough Research.
Media outlets in Denver Area News/Community Electronic media 15% of DMA Entertainment issues 5 TV stations: TV: 2 stations with (telenovelas, newscast twice a sports, gossip day, 1 with shows, contests, evening news national news, briefs Entertainment reality shows) and 242,272 Hispanic news/community households issues Radio: 4 relevant 6 Radio stations: radio shows (music, talk presenting or shows, blocks of commenting on paid news and programming) community issues Source: Scarborough Research.
Media outlets in Denver Area Newspapers • How many Hispanic newspapers? • 10 Spanish or bilingual. • Total circulation of all Hispanic newspapers: more than 200,000. • Most of them offer local coverage.
Abraham Morales Benjamin Kupersmit770 Sherman Street • Denver, CO 80203 1752 Franklin St. Ste. 4 • Denver, CO 80218303.892.9100 x29 firstname.lastname@example.org email@example.com.PublicPersuasion.com www.Kupersmitresearch.comtwitter.com/abraham1moraleslinkedin.com/in/abrahammorales