ThinkNow Research Phone: 877-200-2710 info@thinknowresearch.com www.thinknowresearch.com

1

National Hispanic

Omnibus Survey

State of Hispanic

Consumers

January 2013

2

ThinkNow Research

National 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 either

English or Spanish

S2. What is your gender?

S4. What is your age?

S6. What language do you normally speak at home?

19%

29%

21%

17%

14%

18-24

25-34

35-44

45-54

55+

AGE & GENDER

(N=500)

3

Respondents’ Age, Gender & Language Use

The Omnibus Sample consists of a representative sample of U.S. Hispanic men and women

across age groups and home language use

Male

50%

Female

50%

12%

28%

20%

18%

22%

Spanish only

Spanish mostly

Spanish andEnglish equally

English mostly

English only

LANGUAGE NORMALLY SPOKEN

(N=500)

27%

17%

12%

6%

4%

3%

2%

2%

2%

2%

2%

2%

19%

California

Texas

Florida

New York

Arizona

New Jersey

Ohio

Illinois

Massachusetts

Pennsylvania

Michigan

Colorado

Other

S5. What US State do you live in?

U.S. STATE LIVE IN

(N=500)

4

Respondents’ State of Residence

Responses Drawn From the

following US Census Regions

WEST = 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 to

ensure an accurate distribution of completes within each region

Survey respondents mirror the geographic distribution of the U.S. Hispanic population

5

ThinkNow 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 last year 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 say best describes your feelings towards this upcoming year: [PURCHASE PLANS] Thinking about major purchases that people might buy for themselves or their family, Have you purchased or 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 your feelings 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 are currently most concerned about and “5” equals the one you are least concerned about, how would you rank the following?

6

Findings

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 your

household financial situation has: 7

Sources of Income

Upper 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 groups

29%

46%

21%

4%

1%

Improved

Stayed the same

Worsened

Not sure

Prefer to notanswer

Total

(N=500)

Gender Age Language Spoken

Male Female 18-34 35-54 55+ Spanish

Dom Bilingual

English

Dom

(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% - -

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 your

household financial situation has: 8

Sources 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 the

same of better than last year

Total Acculturation Employment Status Region Income

Low Medium High Full Time Part Time Un-

employed West South Midwest Northeast

<$40K HH

Income

>$40K HH

Income

(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% S

Stayed 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 not

answer 1% 4% 0% - - - 3% - 1% 2% 1% - -

TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describes your feelings towards

this upcoming year 9

Thinking about Personal Finances

Upper 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 their

personal finances will be better in 2013 than 2012

28%

51%

9%

10%

2%

About the same as 2012

Better than 2012

Worse than 2012

Not sure

Prefer to not answer

Total

(N=500)

Gender Age Language Spoken

Male Female 18-34 35-54 55+ Spanish

Dom Bilingual

English

Dom

(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% F

54% 48% 61% DE 43% 38% 59% H 56% H 41%

11% 8% 6% 9% 20% CD 5% 8% 14% F

10% 10% 7% 13% 11% 11% 7% 11%

2% 2% 2% 2% 3% 3% 1% 2%

TNR Q2. Thinking of your own personal and your family finances for 2013, which of the following would you say best describes your feelings towards

this upcoming year 10

Thinking 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 2013

Total Acculturation Employment Status Region Income

Low Medium High Full Time Part Time Un-

employed West South Midwest Northeast

<$40K HH

Income

>$40K HH

Income

(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% -

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)

11

Purchase Plans

33%

56%

12%

New cars, home electronics, computers/tablets and mobile phones are high on the list of

planned purchases for 2013

21% of Hispanics are considering a new home purchase

22%

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 appliance

such as a refrigerator,

stove or a washer/dryer

(N=500)

New home electronics

such as a flat screen TV,

home theater system

or 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 internet

such as an iPhone,Android or

Samsung Galaxy, etc

(N=500)

Past 12 Months

Next 12 Months

Not Considering

TNR Q4. 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? 12

Economy

Upper 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 optimistic

25%

41%

18%

14%

2%

About the same as 2012

Better than 2012

Worse than 2012

Not sure

Prefer to not answer

Total

(N=500)

Gender Age Language Spoken

Male Female 18-34 35-54 55+ Spanish

Dom Bilingual

English

Dom

(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% FG

11% 16% 12% 13% 18% 9% 16% 18% F

2% 2% 2% 2% - 4% H - 1%

TNR Q4. 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? 13

Economy (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 is

significantly 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 2012

Total Acculturation Employment Status Region Income

Low Medium High Full Time Part Time Un-

employed West South Midwest Northeast

<$40K HH

Income

>$40K HH

Income

(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% -

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 about

and “5” equals the one you are least concerned about, how would you rank the following? 14

Economic Issues

Upper case letters indicate significance at the 95% level.

Rising prices and the availability of jobs are the two economic issues Hispanics are most

concerned about.

The housing market appears to be waning as an economic concern

Total Gender Age Language Spoken

Male Female 18-34 35-54 55+ Spanish

Dom Bilingual

English

Dom

(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 2.27

Availability of jobs 2.36 2.41 2.30 2.31 2.45 2.27 2.42 2.48 2.24

National budget deficit 2.96 2.94 2.97 3.04 E 2.95 2.69 2.93 3.00 2.97

Financial markets 3.54 3.42 3.65 A 3.47 3.60 3.59 3.61 3.39 3.54

Housing market 3.80 3.78 3.81 3.68 3.87 4.00 3.71 3.58 4.00 FG

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 about

and “5” equals the one you are least concerned about, how would you rank the following? 15

Economic 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 and

those employed part-time

Total Acculturation Employment Status Region Income

Low Medium High Full Time Part Time Un-

employed West South Midwest Northeast

<$40K HH

Income

>$40K HH

Income

(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 2.43

Availability 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 S

National 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 3.00

Financial 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 3.42

Housing 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

Demographics

17

46%

11%

2%

9%

32%

Married

Separated/divorced

Widowed

Living with partner

Single

MARITAL STATUS

1%

6%

25%

27%

7%

9%

18%

8%

Grade school

Some high school

High school graduate

Some College, but nodegree

Trade or technical school

Graduated from 2-yearCollege

Graduated from 4 or 5 yearCollege

Post Graduate Degree

EDUCATION

51%

22%

17%

6%

2%

1%

0%

0%

0%

0%

51%

19%

18%

7%

3%

0%

0%

0%

0%

NUMBER OF CHILDREN UNDER 18 YEARS

1

2

3

4

5

6

7

8

0

(N=500) (N=500)

(N=500)

13%

26%

18%

20%

16%

4%

2%

1%

0%

1%

1

2

3

4

5

6

7

8

NUMBER OF PEOPLE LIVING IN

HOUSE HOLD

10 or more

9 (N=500) (N=500)

37%

12%

5%

12%

5%

10%

14%

5%

Work full-time

Work part-time

Self-employed/businessowner

Full-time Homemaker

Retired

Student, not employed

Currently unemployed

Unable to work/Disabled

EMPLOYMENT STATUS

(N=500)

65%

32%

3%

Yes No Prefer not to answer

HEALTH INSURANCE

Demographics

D1, D2, D3, D4, D5, D6

18

12%

9%

15%

25%

39%

3 years or less

4 to 6 years

7 to 10 years

11 to 19 years

20+

Born in the U.S.,

64% Moved here, 36%

Born in the U.S. Moved here

BORN IN U.S. OR MOVED TO U.S.

(N=180)

LIVED IN US

27%

29%

19%

8%

4%

7%

13%

Mexican

Mexican American

Puerto Rican

Cuban

Dominican

Central American

South American

HISPANIC ORIGIN

6%

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

< $10,000

HOUSEHOLD INCOME

(N=500)

(N=500) (N=500)

28%

10%

37%

9%

16%

Much closer toHispanic/Latino Culture

Somewhat closer toHispanic/Latino Culture

Equally close to bothcultures

Somewhat closer to U.S.Culture

Much closer to U.S.Culture

CULTURAL

IDENTIFICATION

(N=500)

Demographics (Cont’d)

D7, D7a, D8, D9, D10

41%

25%

24%

6%

4%

English only

Spanish and Englishequally

English mostly

Spanish mostly

Spanish only

31%

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)

19

Demographics (Cont’d)

D11. What is your language of preference for the following media outlets?

CONTACT INFO:

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