Our Consumer Sentiment Report integrating Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment. The study contents include the following: 1. Recent Trend in Household Finances 2. Past Year Work Impact 3. Outlook for Household Finances 4. Past Purchase and Future Purchase Intent 5. Outlook For US Economy 6. Perception of American Economy 7. Economic Issue of Greatest Concern 8. Children's Generation Standard of Living You can read our blog on this report here - http://www.thinknowresearch.com/blog/2016-total-market-consumer-sentiment-african-american-focus/ You can download the full version of the report here - http://www.thinknowresearch.com/shop/total-market-consumer-sentiment-focus-2016/

1. Total Market Consumer
Sentiment
(African-American Focus)
2016

2. Contents
Paid Version Free Version
By Income
By Income
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
By Region
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
Recent Trend in Household Finances
Methodology
Research Study Results
Total Market
By Income
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
By Region
By Age
Total Market
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
Past Year Work Impact
Total Market
By Age
By Region
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
Products Purchased and Future Purchase Intent
By Age
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
By Region
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
Outlook for Household Finances in 2016
Total Market
By Income
By Age

3. Contents
Paid Version Free Version
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
Appendix
Perception of Children’s Standardof Living
Total Market
By Income
By Region
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
Outlook for US Economy
Total Market
Total Market
By Income
By Age
Total Market
By Age
By Region
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
Perceptionof US Economy
Economic Issues of Greatest Concern
By Age
By Region
By Race/Ethnicity (Hispanics, Whites, African-Americans, Asians)
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)
By Region
By Hispanic Acculturation (Less Acc., Bicultural, More Acc.)

4. Methodology

5. Methodology
Method Online survey via ThinkNow Research’s Omnibus Study
Sample Size
African-American: n=258
Hispanics: n=511
White: n=258
Asian: n=258
Screening Criteria
• Non-Hispanics: self identify as White, African-American, Asian
• Hispanics: self identify as Hispanic origin
• 18-64 years of age
Quotas/ Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S. Census data
with respect to age, gender, region and HH income
Test Area Nationwide
Fieldwork Timing January, 2016

6. Survey Results

7. 4-in-10 African-Americans are noting an
improvement in their finances compared to last
year. This is higher than non-Hispanic Whites,
Hispanics and Asians.
Still, this proportion for African-Americans is a
decrease from one year ago.
Recent Trend in Household Finances
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8. Base: All Respondents - Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)
Recent Trend in Household Finances
35%
41%
19%
33%
41%
22%
40% 38%
17%
35%
45%
16%
Improved Stayed the same Worsened
Hispanic (A) White (B) African American (C) Asian (D)
Letters indicate statistically
significant difference (95% confidence)
-9% from
47% in 2015
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:

9. Most African-Americans (61%) are optimistic
about their family’s finances in 2016.
Hispanic are the next most optimistic at 57%.
Non-Hispanic Whites and Asians are the most
likely to say that their finances will remain the
same.
Outlook for Household Finances
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10. Outlook for Household Finances
57% BD
23%
12% C
45%
38% AC
12% C
61% BD
26%
6%
42%
37% AC
12% C
better than 2015 about the same as 2015 worse than 2015
Hispanic (A) White (B) African American (C) Asian (D)
Letters indicate statistically
significant difference (95% confidence)
-3% from
64% in 2015
Thinking of your own personal and your family finances for 2016, which of the following would you say best
describes your feelings towards this upcoming year?
Base: All Respondents - Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)

11. African-Americans were more likely to
purchase a smartphone and large appliances
in 2015 compared to 2014.
Purchase of certain items was consistent with
the total market as a whole.
Recent Purchases
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12. 32%
23% 23% 24%
16%
11%
8%
34%
22% 21% 22%
16%
12%
6%
Smartphone with
Internet
New home electronics New computer or
laptop
New tablet Large kitchen
appliance
Brand new car or truck Home, condominium
African American Total Market
Past Year Purchases
Thinking about major purchases that people might buy for themselves or their family, have you purchased any of
the following in the past 12 months?
Arrows indicate statistically
significant difference (95% confidence)
+7% from
25% in 2015
+4% from
12% in 2015
Base: All Respondents - African Americans (n=258), Total Market (n=1285)

13. More African-Americans are planning to
purchase a new vehicle in 2016 compared to
2015. The same is true of home electronics.
Purchases Planned for Next 12 Months
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14. 44%
42%
44%
35%
42%
27% 27%
37%
35%
41%
30%
35%
28%
19%
Smartphone with
Internet
Brand new car or truck New computer or
laptop
New tablet New home electronics Large kitchen
appliance
Home, condominium
African American Total Market
Purchases Planned for Next 12 Months
Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase
any of the following in the next 12 months?
Arrows indicate statistically
significant difference (95% confidence)Base: All Respondents - African Americans (n=258), Total Market (n=1285)
+7% from
35% in 2015+7% from
35% in 2015 +6% from
29% in 2015

15. African-Americans are less optimistic about the
US economy in 2016 compared to how they
felt last year about 2015.
Non-Hispanic Whites are by far the most likely
to feel that the economy will worsen in 2016.
Outlook for U.S. Economy
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16. 43% BD
31%
18%
8%
32% 31%
27% AC
8%
41%
30%
13% 15% AB
34%
37%
19%
9%
Better in 2016 About the same in 2016 Worse in 2016 Not sure
Hispanic (A) White (B) African American (C) Asian (D)
Outlook for U.S. Economy
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?
Letters indicate statistically
significant difference (95% confidence)
-11% from
52% in 2015
Base: All Respondents - Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)

17. Availability of jobs and rising prices are equally
the top economic concerns among African
Americans.
Economic Issue of Greatest Concern
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18. Economic Issue of Greatest Concern
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?
RANKED 1ST
33%
30%
15%
15%
7%
28%
33%
11%
22% A
6%
32%
31%
15%
16%
7%
31%
24%
20% B
15%
10%
Availability of jobs
Rising prices
Financial markets
National budget deficit
Housing market
Hispanic (A)
White (B)
African American (C)
Asian (D)
Letters indicate statistically
significant difference (95% confidence)Base: All Respondents - Hispanics (n=511), Whites (n=258), African Americans (n=258), Asians (n=258)

19. Appendix
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20. Metric
Hispanics
n=511
White
n=258
African-
American
n=258
Asian
n=258 Metric
Hispanics
n=511
White
n=258
African-
American
n=258
Asian
n=258
Male 51% 50% 48% 47% Born in the U.S. 60% 96% 93% 43%
Female 49% 50% 52% 53% Moved here 40% 4% 7% 57%
Average years living in
U.S.
13 18 17 11
Age
18 to 34 46% 34% 41% 39% Household Income
35 to 64 54% 66% 59% 61% Less than $30,000 33% 21% 39% 20%
Mean age 37 42 39 39
$30,000 to less than
$50,000
19% 14% 19% 10%
$50,000 to less than
$70,000
17% 19% 13% 12%
Census Region
$70,000 to less than
$100,000
11% 13% 10% 15%
Northeast 14% 19% 17% 21% $100,000 or more 13% 28% 11% 36%
Midwest 9% 26% 17% 12% Median income ($000) $42 $62 $37 $76
South 37% 35% 57% 23%
West 40% 20% 9% 44%
Sample Profile

21. Sample Profile
Metric
Hispanics
n=511
White
n=258
African-
American
n=258
Asian
n=258 Metric
Hispanics
n=511
White
n=258
African-
American
n=258
Asian
n=258
Marital Status Educational Attainment
Married 49% 52% 26% 59% Less than High School 5% 2% 7% 2%
Single 30% 27% 52% 32% High school graduate 23% 17% 25% 6%
Living with partner 10% 10% 11% 2% Some College, but no degree 40% 42% 44% 36%
Separated/divorced 9% 9% 11% 5% Trade or technical school 5% 4% 5% 4%
Widowed 1% 1% 1% 0%
Graduated from 2-year
College
10% 15% 11% 10%
Graduated from 4-5 year
College
25% 32% 18% 36%
Average household size 3.4 2.9 2.9 3.1 Post Graduate Degree 7% 6% 6% 21%
Presence of Children Employment Status
No children <18 present 48% 57% 63% 52%
Employed or self employed
(net)
62% 65% 56% 71%
Any children <18 present 52% 43% 37% 48% Full-time Homemaker 10% 9% 4% 9%
Currently unemployed 13% 7% 17% 8%
Student, not employed 7% 2% 6% 7%
Unable to work/Disabled 3% 7% 9% 0%
Retired 5% 9% 9% 4%

22. Sample Profile
Metric
Hispanics
n=511
Language Spoken at Home
Spanish only 10%
Spanish mostly 23%
Spanish and English equally 35%
English mostly 20%
English only 13%
Country of Origin
Mexican/Mexican American 64%
Puerto Rican 11%
South American 12%
Cuban 5%
Central American 7%
Dominican 4%
Acculturation
Less Acculturated 17%
Bicultural 53%
More Acculturated 29%

23. Contact Info
Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com
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