According to the ThinkNow Research Hispanic Omnibus survey*, U.S. Hispanics are optimistic about their future for the second year in a row, though a little less so this year than last. In early 2013, when asked about their own financial situation and how it would fare in the coming year, 51% of all respondents said they anticipated in would improve (vs. 2012). This year, however, the market research shows that optimism is off a little, with only 46% expecting an improvement. On the other hand, only 9% think it will be worse (same both years). There are some interesting subsets (related to optimism for the coming year) in the 2014 data… younger Hispanics are more optimistic than older ones, consumer sentiment in the South is the most optimistic of the geographic regions and overall, the most optimistic group is the lowest-acculturated Hispanics, with 61% expecting 2014 to be a better year than 2013. Why is that? Additionally, Hispanics are a more optimistic group than their non-Hispanic counterparts, where only 42% feel their personal financial situations will improve in 2014 and 13% believe it will get worse.

1. Hispanic Consumer Sentiment
2014

2.  Survey Background and Methodology
1. Summary of Key Findings
2. Survey Results
 Household Financial Situation
 Major Purchase Activity
 U.S. Economic Outlook
3. Appendix
Contents
2

3. Research Methodology
3
Method: Online survey programmed and hosted by ThinkNow
Sample size:
• Hispanics: n=500 (2013 and 2014)
• Non-Hispanics: n=300 (2014 only)
Screening criteria: • Age 18-64
Sample quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Weighting applied to balance 2014 samples to U.S. Census
data with respect to age, gender and region.
Test areas / cities: Nationwide
2014 Fieldwork dates: 1/2/14 – 1/15/14
Survey margin of error:
At the 95% confidence interval:
2014 Hispanic sample (n=500) +/- 4.7%
2014 Non-Hispanic sample (n=300) +/- 5.7%

4. Key Findings 1

5. Compared to last year, the economic situation and outlook among U.S. Hispanics
shows improvement and/or greater stability going into 2014.
 70% of Hispanics indicate their household finances have stayed the same or
improved in the past year, up from 65% last year.
 A significantly higher share of Hispanic consumers indicate plans to purchase a new
smartphone this year compared to a year ago.
 This year Hispanics are more likely than they were a year ago to expect both their
own household finances and the overall U.S. economy will be “about the same as
last year” rather than notably improving or declining.
Compared to non-Hispanics, Hispanic consumers express greater optimism about the
economy and their own household finances.
 Hispanics are significantly less likely than non-Hispanics to indicate their household
financial situation worsened during 2013.
 Hispanics are significantly more likely than non-Hispanics to report purchasing a
home or condominium in the past 12 months and are also more likely to have plans
to purchase a home or condominium in the next 12 months.
Key Findings
5

6. The desire for better gas mileage will be an important factor in new car and truck
purchases for both Hispanics and non-Hispanics alike.
 35% of Hispanics report plans to purchase a new car or truck in the next 12 months.
Of these, 85% say getting better fuel economy is at least part of their motivation for
purchasing.
 Likewise, 35% of non-Hispanics report plans to purchase a new car or truck in the
next 12 months, with 86% of these buyers reporting better fuel economy is at least
part of their motivation for purchasing.
Availability of jobs and rising prices are the macroeconomic issues of greatest concern
to both Hispanics and non-Hispanics alike.
 A small, but growing share of Hispanics say the housing market is the economic
issue that they are most concerned about.
 While it is still the second most important concern to Hispanics, the survey finds
that Hispanics are less concerned about rising prices than their non-Hispanic peers.
Key Findings
6

7. Survey Results 2
7

8. Recent Trend in Household Finances
Q: 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: Base: All respondents.  indicates statistically significant differences (95% confidence)
Hispanics are reporting greater stability in their finances this year compared to last year.
Hispanics are less likely than non-Hispanics to report a recent worsening of their finances.
8
29%
46%
21%
4%
1%
27%
53%
16%
2% 2%
0%
10%
20%
30%
40%
50%
60%
Improved Stayed the
same
Worsened Not sure Prefer to
not answer
Household Financial Situation Has…
Trends Among U.S. Hispanics
2012-13 2013-14
27%
53%
16%
2% 2%
31%
44%
23%
2%
0%
0%
10%
20%
30%
40%
50%
60%
Improved Stayed the
same
Worsened Not sure Prefer to
not answer
Household Financial Situation Has…
Current Wave Comparison
Hispanics non-Hispanics







9. Outlook for Household Finances
Q: Thinking of your own personal and your family finances for 2014, which of the following would you say best describes your feelings towards this upcoming
year? Base: All respondents.  indicates statistically significant differences (95% confidence)
Hispanics are somewhat less optimistic about 2014 than they were a year ago about 2013,
but the outlook of Hispanics and non-Hispanics for 2014 is not significantly different.
9
51%
28%
9% 10%
2%
46%
34%
9% 10%
1%
0%
10%
20%
30%
40%
50%
60%
better than
last year
about the
same as
last year
worse than
last year
Not sure Prefer to
not answer
I think my personal finances will be…
Trends Among U.S. Hispanics
2012-13 2013-14
46%
34%
9% 10%
1%
42%
36%
13%
9%
0%
0%
10%
20%
30%
40%
50%
60%
better than
2013
about the
same as
2013
worse than
2013
Not sure Prefer to
not answer
I think my personal finances will be…
Current Wave Comparison
Hispanics non-Hispanics



10. Recent Purchases
Q: 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?
Base: All respondents.  indicates statistically significant differences (95% confidence)
Hispanics are slightly less likely than they were a year ago to report recent technology
purchases, but are more likely than non-Hispanics to have purchased a new home.
10
28%
23%
24%
22%
13%
7%
12%
24%
20%
19%
18%
15%
10%
9%
0% 5% 10% 15% 20% 25% 30%
Smartphone with Internet such
as an iPhone, Android or
Samsung Galaxy, etc.
New tablet such as an iPad,
Galaxy Tab, Kindle Fire, etc.
New computer or laptop
New home electronics such as a
flat screen TV, home theater
system or game console
Large kitchen appliance such as
a refrigerator, stove or a
washer/dryer
Home, condominium
Brand new car or truck
Trends Among U.S. Hispanics
2012-13 2013-14
24%
20%
19%
18%
15%
10%
9%
26%
18%
25%
21%
15%
4%
9%
0% 5% 10% 15% 20% 25% 30%
Smartphone with Internet such
as an iPhone, Android or
Samsung Galaxy, etc.
New tablet such as an iPad,
Galaxy Tab, Kindle Fire, etc.
New computer or laptop
New home electronics such as a
flat screen TV, home theater
system or game console
Large kitchen appliance such as
a refrigerator, stove or a
washer/dryer
Home, condominium
Brand new car or truck
Current Wave Comparison
Hispanics non-Hispanics



11. Purchases Planned for Next 12 Months
Q: 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?
Base: All respondents.  indicates statistically significant differences (95% confidence)
More Hispanics have plans to purchase smartphone in 2014 than was the case a year ago
and Hispanics are more likely than non-Hispanics to have plans to buy a home or condo.
11
33%
32%
35%
33%
32%
22%
21%
40%
36%
36%
35%
34%
26%
19%
0% 10% 20% 30% 40% 50%
Smartphone with Internet such
as an iPhone, Android or
Samsung Galaxy, etc.
New computer or laptop
New home electronics such as a
flat screen TV, home theater
system or game console
Brand new car or truck
New tablet such as an iPad,
Galaxy Tab, Kindle Fire, etc.
Large kitchen appliance such as
a refrigerator, stove or a
washer/dryer
Home, condominium
Trends Among U.S. Hispanics
2012-13 2013-14
40%
36%
36%
35%
34%
26%
19%
38%
43%
38%
35%
41%
26%
12%
0% 10% 20% 30% 40% 50%
Smartphone with Internet such
as an iPhone, Android or
Samsung Galaxy, etc.
New computer or laptop
New home electronics such as a
flat screen TV, home theater
system or game console
Brand new car or truck
New tablet such as an iPad,
Galaxy Tab, Kindle Fire, etc.
Large kitchen appliance such as
a refrigerator, stove or a
washer/dryer
Home, condominium
Current Wave Comparison
Hispanics non-Hispanics





12. New Car/Truck Purchases
Q: Was your decision to purchase a brand new car or truck motivated in whole or in part by the desire to get a car that gets better gas mileage?
Base: Respondents who recently purchased or are planning to purchase a brand vehicle. No statistically significant differences (95% confidence)
The desire for better gas mileage is at least a partial motivating factor for more than 80%
of Hispanics and non-Hispanics planning to purchase a vehicle in 2014.
12
77%
21%
2%
47%
34%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes, in whole Yes, in part No, gas mileage
was not an
important factor
Recent Vehicle Purchase
Was decision motivated by a desire for
better gas mileage?
Hispanics
non-Hispanics*
42% 43%
15%
36%
50%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes, in whole Yes, in part No, gas mileage is
not an important
factor
Vehicle Planning to Purchase in 2014
Is decision motivated by a desire for better
gas mileage?
Hispanics
non-Hispanics
* Sample size n=28. Statistical testing not valid.

13. Outlook for U.S. Economy
Q: 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? Base: All respondents.  indicates statistically significant differences (95% confidence)
Hispanics are significantly more optimistic than non-Hispanics about the U.S. economy in
2014.
13
41%
25%
18%
14%
2%
37%
38%
14%
9%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
better than
last year
about the
same as last
year
worse than
last year
Not sure Prefer to
not answer
I think the economy this coming year will be…
Trends Among U.S. Hispanics
2012-13 2013-14
37%
38%
14%
9%
1%
27%
34%
28%
12%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
better than
2013
about the
same as
2013
worse than
2013
Not sure Prefer to
not answer
I think the economy in 2014 will be…
Current Wave Comparison
Hispanics non-Hispanics



 


14. Economic Issues of Concern to Hispanics
Q: 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? Base: Hispanic respondents.
Availability of jobs and rising prices are the economic issues of greatest concern to
Hispanics.
14
35%
29%
17%
11%
9%
25%
28%
18%
13%
16%
15%
19%
24%
20%
21%
15%
12%
20%
23%
28%
9%
12%
21%
33%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Availability of jobs
Rising prices
National budget deficit
Housing market
Financial markets
Rank of Economic Issues Among U.S. Hispanics, January 2014
1 - Issue most concerned about 2 3 4 5 - Issue least concerned about

15. Economic Issue of Greatest Concern
Q: 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? Base: All respondents.  indicates statistically significant differences (95% confidence)
Availability of jobs and rising prices are also the economic issues of greatest concern to
non-Hispanics. The housing market is of growing concern to some Hispanics.
15
34%
33%
17%
7%
9%
35%
29%
17%
11%
9%
0% 10% 20% 30% 40%
Availability of jobs
Rising prices
National budget deficit
Housing market
Financial markets
Trends Among U.S. Hispanics
2012-13 2013-14
35%
29%
17%
11%
9%
39%
38%
13%
3%
7%
0% 10% 20% 30% 40% 50%
Availability of jobs
Rising prices
National budget deficit
Housing market
Financial markets
Current Wave Comparison
Hispanics non-Hispanics







16. Appendix: 2014 Sample Profile 3
16

17. Sample Profile
17
Metric
Hispanics
n=500
Non-
Hispanics
n=300 Metric
Hispanics
n=500
Non-
Hispanics
n=300
Male 51% 49% Born in the U.S. 74% 92%
Female 49% 51% Moved here 26% 8%
Average years living in U.S. 30 39
Age:
18 to 24 20% 15% Household Income:
25 to 34 27% 20% Less than $10,000 7% 4%
35 to 44 24% 20% $10,000 to less than $20,000 10% 13%
45 to 54 18% 23% $20,000 to less than $30,000 14% 12%
55 to 64 11% 21% $30,000 to less than $40,000 11% 14%
Mean age 37 41 $40,000 to less than $50,000 7% 9%
Median age 35 41 $50,000 to less than $60,000 11% 16%
$60,000 to less than $70,000 7% 7%
Census Region: $70,000 to less than $80,000 5% 6%
Northeast 14% 19% $80,000 to less than $100,000 14% 4%
Midwest 9% 24% $100,000 or more 9% 8%
South 36% 37% Prefer not to state 3% 6%
West 40% 20% Average income ($000) $61 $55
Median income ($000) $48 $44

18. Sample Profile
18
Metric
Hispanics
n=500
Non-
Hispanics
n=300 Metric
Hispanics
n=500
Non-
Hispanics
n=300
Marital Status: Educational Attainment:
Married 52% 45% Grade school 1% -
Single 28% 33% Some high school 6% 5%
Separated/divorced 9% 13% High school graduate 20% 27%
Living with partner 8% 6% Some College, but no degree 25% 27%
Widowed 2% 2% Trade or technical school 4% 5%
Prefer not to answer <1% 1% Graduated from 2-year College 9% 11%
Graduated from 4-5 year College 29% 18%
Average household size 3.2 3.0 Post Graduate Degree 5% 7%
Average years 14 14
No children <18 present 43% 56%
Any children <18 present 57% 44% Employment Status:
Employed (net) 64% 57%
Ages of children:^ n=304 n=129 Work full-time 48% 35%
Under age 6 42% 41% Work part-time 12% 14%
Ages 6 to 12 46% 45% Self-employed/business owner 5% 8%
Ages 13 to 17 37% 41% Full-time Homemaker 10% 10%
Retired 5% 6%
Own home 58% 56% Student, not employed 6% 6%
Rent home 40% 43% Currently unemployed 11% 14%
Do not know/ refused 2% 1% Unable to work/Disabled 3% 7%
^ Among respondents with children

19. Sample Profile
19
Metric
Hispanics
n=500 Metric
Hispanics
n=500
Cultural Identification: Language Spoken at Home:
Much closer to Hispanic/Latino Culture 18% Spanish only 8%
Somewhat closer to Hispanic/Latino 20% Spanish mostly 24%
Equally close to both cultures 33% Spanish and English equally 28%
Somewhat closer to U.S. Culture 10% English mostly 17%
Much closer to U.S. Culture 18% English only 24%
Survey completed in Spanish: 17%
Overall Media Language Preference:
Spanish only 3% Hispanic Origin:
Spanish mostly 9% Mexican 33%
Spanish and English equally 37% Mexican American 32%
English mostly 21% Puerto Rican 17%
English only 30% Cuban 8%
South American 8%
Acculturation: Central American 5%
Low Acculturation 10% Dominican 4%
Medium Acculturation 59%
High Acculturation 31%

20. CONTACT
INFO:
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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