ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017

ThinkNow Pulse™ Total Market Consumer Sentiment

Report 2017

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ThinkNow Pulse™ Online Survey Via ThinkNow Research’s Omnibus Study

Sample Size

Nationwide, fielded December 2016

501 Hispanics

249 Asian

250 White

250 African-American

Self identify as Hispanic

origin

Hispanics Non-Hispanics Age

Self identify as White, African-American or Asian

18-64 years of age

Screening Criteria

Spanish dominant

35%

Bilingual 36% English

dominant 29%

1,250 Total Market

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Who We Are

An authority on creating and managing research

products that help clients gather insights about

rapidly changing consumer segments.

Conduct online, in-person and telephone research.

Research experience specifically in the Hispanic,

African American, Asian and Total markets.

Experience in hard-to reach demographic sub-groups.

Only full-service market research company that owns & operates an in-house Hispanic panel.

Servicing Fortune 500

clients, ad agencies, non-profits and other market

research companies.

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Our Services QUANTITATIVE QUALITATIVE MIXED MODE

ONLINE MARKET RESEARCH COMMUNITIES

CONCEPT AND COPY TESTING

ADVERTISING EFFECTIVENESS

ONLINE PANEL BUILDING

WEBSITE USABILITY STUDIES

OMNIBUS SURVEYS

ATTITUDES & USAGE

BRAND TRACKING

PRODUCT TESTING

ONLINE & OFFLINE QUALITATIVE

ONLINE

PANEL

INTERCEPTS PHONE

ThinkNow Pulse™ Results

6 Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)

Recent Trend in Household Finances 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:

Letters indicate statistically

significant difference (95%

confidence)

43% of Hispanics said their financial situation improved compared to this time last year, an increase of 8% points

compared to one year go.

B

39% 38%

20%

43%

34%

19%

39% 41%

18%

38% 36%

19%

32%

50%

14%

Improved Stayed the same Worsened

Total Market Hispanic (A) White (B) African American (C) Asian (D)

35% 33% 40% 35% 41% 41% 45% 38% 19% 22% 17% 16% 33% 42% 22%

D

AC

+8% increase

from 2016

2016

Results

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Recent Trend in Household Finances by Hispanic

Acculturation Level



confidence)

The improvement seen among Hispanics was felt most by the Less Acculturated and Bicultural segments.

B

Base: Less Acculturated. (n=62), Bicultural (n=284), More Acculturated (n=155)

N N

LM

48%

32%

15%

49%

34%

14%

28%

38% 33%

Improved Stayed the same Worsened

Less Acc (L) Bicultural (M) More Acc (N)

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:




confidence)

B

24%

20% 20%

49%

25% 24%

18%

45%

21% 19%

22%

52%

30%

21%

13%

49%

16% 15% 14%

61%

Lost a job Work hours were reduced Work salary was reduced None of these


CD

Changes in Employment in 2016 During the past year (2016), have you or someone in your family had to deal with any of the following?

Similar to 2015, about one-quarter of Hispanic adults said that they or someone in their family lost a job in the

past year. About the same percentage had their work hours reduced in 2016. There was a significant increase

in the number of Non-Hispanic Whites who said their salary was reduced in 2016.

23% 27% 20% 28% 16% 22% 25% 21% 18% 17% 11% 15% 10% 14% 17% 54% 45% 59% 51% 56%

BD

More than double

from 2016

D D

AC

2016

Results

African-Americans

were the most likely to

have lost a job in 2016

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Outlook For Household Finances 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?



confidence) Hispanics and African-Americans expressed the most optimism in terms of their household finances in 2017.

B

41%

Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)

50%

34%

10%

56%

29%

8%

44% 42%

9%

63%

21%

8%

47%

39%

7%

Better than 2016 About the same as 2016 Worse than 2016


50% 57% 42% 23% 33% 37% 38% 11% 12% 6% 12% 61% 26% 12%

BD

BD

AC AC

C

45%


Perception of America’s Economy When you think about America's economy today, do you think it is...



confidence)

All consumers have a more positive view of the US economy compared to last year, with Hispanics

holding the most positive view overall.

B 18%

38%

23%

10%

3%

19%

38%

25%

9%

3%

17%

42%

20%

11%

3%

16%

35%

25%

11%

6%

10%

42%

29%

7%

3%

Growing rapidly Growing slowly Stagnating In a recession In a depression


D

11% 14% 7% 14% 9%

2016

Results

Note: Don’t know /

No opinion not shown.

39% 43% 38% 48% 45% 24% 18% 28% 18% 24% 16% 11% 18% 11% 10% 4% 6% 2% 4% 2%

+5% from

2016

-7% from

2016

B

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Outlook for US 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?



confidence)

Non-Hispanic Whites have a much better outlook for the US economy in 2017 compared to one year ago. The

opposite is true of African-Americans, despite being very optimistic about their own personal finances.

B


[VALUE]

26% 23%

10%

44%

24% [VALUE]

10%

47%

26%

20%

[VALUE]

23% 25%

34%

17%

37%

26% 25%

12%

Better in 2017 About the same in 2017 Worse in 2017 Not sure


43% 32% 41% 34% 31% 31% 30% 37% 18% 27% 13% 19% 8% 8% 15% 9% 35% 33% 22% 11%

C CD

C ABD

AB

+15% from

2016

-18% from

2016

+21% from

2016

2016

Results

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41% 41%

33%

43%

32%

42%

22%

46% 45%

37%

46%

34%

44%

24%

36% 36%

28%

38%

32%

38%

18%

44%

52%

36%

49%

28%

49%

34%

48%

34% 33%

45%

29%

41%

22%

Smart phone New home electronics New tablet New computer or laptop Large kitchen appliance Brand new car or truck Home or Condominium



significant difference (95% confidence)

The top big ticket items for Hispanics in 2017 include purchasing a new smartphone, new home

electronics, new computers and laptops, and a brand new vehicle.

42% 37% 44% 36% 34% 34% 42% 33% 35% 27% 39% 44% 41% 32% 27% 23% 41% 33% 42% 22% 18% 27% 27% 35% 41% 27% 37% 19%

ABD

B B BD

B

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?

Purchases Planned for Next 12 Months

B B

B


37% 35% 30% 41% 28% 35% 19%

+11% from

2016

+10% from

2016

+12% from

2016

+7% from

2016

+7% from

2016

+7% from

2016

2016

Results

13 Base: Total Market (1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)



confidence)

B

31% 29%

19%

13%

8%

32% 30%

20%

12%

6%

30% 28%

22%

12%

6%

36%

32%

13% 11%

8%

33%

23%

15% 18%

12%

Availability of jobs Rising prices National budget deficit Financial markets Housing market


CD

Economic Issues of Greatest Concern

Similar to 2016, jobs and rising prices are the top two economic concerns of consumers in 2017.

RANKED 1ST

32% 33% 28% 32% 31% 31% 30% 33% 31% 24% 18% 15% 22% 16% 15% 9% 15% 11% 15% 20% 9% 7% 6% 7% 10%

C

2016

Results

+4% increase from

2016 among AA

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?




confidence)

B

52%

16%

33%

51%

14%

36%

57%

15%

28% 32%

17%

50%

35%

24%

41%

Much/Somewhat MORE Optimistic No affect Much/Somewhat LESS Optimistic


CD

CD ABD

Outlook in 2017 Following Presidential Election What affect does the result of the recent presidential election have on your personal outlook for 2017?

I feel....

Following the results of the presidential election, Hispanics hold the most optimistic of the coming

year among the three ethnic groups; African-Americans are the least optimistic.

21%

38% 40%

Less Acc . Bicultural More Acc.

Much/Somewhat LESS Optimistic

by Hispanic Acculturation

Demographics

Hispanics

n=501

White

n=250

African-

American

n=250

Asian

n=249

Hispanics

n=501

White

n=250

African-

American

n=250

Asian

n=249

Male 51% 50% 48% 47% Born in the U.S. 55% 92% 95% 42%

Female 49% 50% 52% 53% Moved here 45% 8% 5% 58%

Age Household Income

18 to 34 46% 34% 41% 39% Under $40,000 (Net) 45% 28% 52% 23%

35 to 64 54% 66% 59% 61% $40K – $79K (Net) 26% 32% 26% 29%

Mean age 37 42 39 40 $80K plus (Net) 22% 34% 15% 41%

Median income ($000) $52 $68 $45 $76

Census Region

Northeast 14% 19% 17% 21% Educational

Attainment

Midwest 9% 26% 17% 12% Less than high school

graduate 6% 3% 6% 3%

South 37% 35% 57% 23% High school grad/GED 22% 22% 24% 4%

West 40% 20% 9% 44%

Some college/AA/

trade/technical school

(NET)

39% 38% 44% 26%

Bachelor's degree or

higher (NET) 33% 37% 27% 67%

Sample Profile

Sample Profile Metric

Hispanics

n=501

Language Spoken at Home

Spanish only 11%

Spanish mostly 24%

Spanish and English equally 36%

English mostly 19%

English only 11%

Country of Origin

Mexican/Mexican American 64%

Puerto Rican 10%

South American 10%

Cuban 9%

Central American 5%

Dominican 4%

Acculturation

Less Acculturated 18%

Bicultural 56%

More Acculturated 26%

ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017

Marketing

Transcript of ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017