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

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National Hispanic

Omnibus Survey

U.S. Hispanic Cultural

Values in 2013

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Cultural values are shared beliefs among members of a cultural group that govern the actions and decisions of group members. Even though U.S. Hispanics hail from 20 different countries, many share similar cultural beliefs.

ThinkNow Research wanted to measure how U.S. Hispanics rank commonly

held Cultural Values and compare the rankings across various Hispanic segments to see how they differ from each-other.

Roy Eduardo Kokoyachuk, Partner, ThinkNow Research, conducted a similar study in 2003 as part of a Master’s Dissertation at Cal State Los Angeles. That research was also presented at the 2003 ARF and AHAA conferences in association with Garcia Research. The topline findings of that study were used for comparison to the 2013 findings to see if there has been a shift in the ranking of Cultural Values by U.S. Hispanics over the past 10 years.

Goal of this Study

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ThinkNow Research

National Hispanic Quant Survey

U.S. Hispanic Nationally Representative Sample

Base Size n=503

Age: 18+

Gender: Male/Female n=247/256

Language:

Spanish Dominant: n= 200

Bilingual: n= 126

English Dominant: n= 177

Survey field dates (3/18-3/24/13)

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?

18%

35%

21%

14%

13%

18-24

25-34

35-44

45-54

55+

AGE & GENDER

(N=503)

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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

49%

Female

51%

10%

30%

25%

26%

10%

Spanish only

Spanish mostly

Spanish andEnglish equally

English mostly

English only

LANGUAGE NORMALLY SPOKEN

(N=503)

26%

17%

11%

8%

4%

3%

3%

2%

2%

2%

2%

2%

19%

California

Texas

Florida

New York

Illinois

Washington

Arizona

Massachusetts

Nevada

New Jersey

North Carolina

Colorado

Others

S5. What US State do you live in?

U.S. STATE LIVE IN

(N=503)

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Respondents’ State of Residence

Responses Drawn From the

following US Census Regions

WEST = 39%

SOUTH = 37%

MIDWEST = 9%

NORTH- EAST = 15%

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

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TNQ1. The following question contains a series of cultural values that people may or may not believe to be important to them personally. Please tell us which TWO of the following cultural values you consider to be most important to you personally. [RANDOMIZE]

Values: Family unity To be surrounded by friends & family Respect for elders Morality & decency Equality of the sexes Generosity Religion Having control over my time Community with other Hispanics Control over my destiny

TNQ1a. Of the remaining values which TWO are the LEAST important to you?

[SHOW REMAINING VALUES – REPEAT RANKING UNTIL ALL VALUES ASSIGNED RANK SCORE]

Values Measured

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Findings

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Upper case letters indicate significance at the 95% level.

Hispanic Men rank Control over Destiny (#6) significantly higher than Women (#10)

Women ranked Equality of Sexes (#7) higher than Men (#9)

Younger Hispanics, however, ranked of Equality of Sexes significantly higher (#6) than their older cohorts (#9)

Cultural Value Rankings - 2013

TNQ1_TNQ1C. Average cultural values

Total Gender Age

Male Female 18-34 35+

(A) (B) (C) (D) (E)

(N=503) (N=247) (N=256) (N=268) (N=235)

Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.

Family Unity #1 2.04 #1 2.32 C #1 1.76 #1 2.08 #1 1.98

Morality & Decency #2 2.45 #2 2.48 #2 2.43 #3 2.59 E #2 2.30

Surrounded by Friends & Family #3 2.52 #3 2.54 #3 2.50 #2 2.49 #4 2.56

Respect for Elders #4 2.65 #4 2.76 #4 2.55 #5 2.85 E #3 2.43

Generosity #5 2.80 #5 2.82 #5 2.79 #4 2.78 #5 2.83

Religion #6 3.28 #7 3.36 #6 3.21 #7 3.40 #6 3.14

Equality of Sexes #7 3.49 #9 3.51 #7 3.47 #6 3.31 #9 3.70 D

Control over Time #8 3.53 #8 3.38 #8 3.67 B #9 3.50 #7 3.56

Control over Destiny #9 3.57 #6 3.26 #10 3.87 B #8 3.47 #8 3.68

Community with Other Hispanics #10 3.67 #10 3.58 #9 3.75 #10 3.53 #10 3.82 D

Total Language Spoken

Spanish Dom Bilingual English Dom

(A) (F) (G) (H)

(N=503) (N=200) (N=126) (N=177)

Rank Avg. Rank Avg. Rank Avg. Rank Avg.

Family Unity #1 2.04 #1 1.89 #1 1.99 #1 2.24 F

Morality & Decency #2 2.45 #2 2.47 #3 2.61 #2 2.32

Surrounded by Friends & Family #3 2.52 #5 2.69 H #2 2.50 #3 2.35

Respect for Elders #4 2.65 #3 2.59 #4 2.71 #4 2.69

Generosity #5 2.80 #4 2.69 #5 2.87 #5 2.89

Religion #6 3.28 #6 3.28 #6 3.25 #6 3.31

Equality of Sexes #7 3.49 #10 3.67 GH #7 3.33 #8 3.40

Control over Time #8 3.53 #8 3.60 H #10 3.71 H #7 3.32

Control over Destiny #9 3.57 #9 3.63 #8 3.49 #9 3.55

Community with Other Hispanics #10 3.67 #7 3.51 #9 3.53 #10 3.94 FG

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Upper case letters indicate significance at the 95% level.

Control over Destiny & Time are two values that are ranked higher by English Dominant Hispanics than by the

Spanish Dominant. These values are often associated with American culture. Hispanic culture is usually considered

more fatalistic.

The value placed on being Surrounded by Friends & Family increases among the English Dominant though

Community with Other Hispanics decreases

Cultural Value Rankings - 2013

TNQ1_TNQ1C. Average cultural values

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Upper case letters indicate significance at the 95% level.

Mexicans and their Central American cohorts rank being Surrounded by Friends and Family higher than Caribbean

and South American Hispanics

Caribbeans and South Americans also rank Control over Time significantly higher than other Hispanics

Central Americans rank Control over Destiny & Time significantly lower than other Hispanics.

Cultural Value Rankings - 2013

TNQ1_TNQ1C. Average cultural values

Total Country of Origin

Mexican Caribbean C. America S. America

(A) (Q) (R) (S) (7)

(N=503) (N=279) (N=156) (N=29) (N=44)

Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.

Family Unity #1 2.04 #1 2.05 #1 2.11 #1 1.79 #1 1.89

Morality & Decency #2 2.45 #3 2.52 #2 2.45 #3 2.17 #2 2.20

Surrounded by Friends & Family #3 2.52 #2 2.47 #3 2.65 S #2 2.10 #4 2.59

Respect for Elders #4 2.65 #4 2.61 #5 2.80 #5 2.69 #3 2.36

Generosity #5 2.80 #5 2.83 #4 2.74 #4 2.52 #5 3.00

Religion #6 3.28 #6 3.17 #8 3.46 #6 3.24 #7 3.41

Equality of Sexes #7 3.49 #7 3.48 #9 3.51 #7 3.28 #8 3.57

Control over Time #8 3.53 #10 3.64 R #6 3.28 #9 4.14 QRT #6 3.39

Control over Destiny #9 3.57 #8 3.59 #7 3.39 #10 4.24 QRT #9 3.59

Community with Other Hispanics #10 3.67 #9 3.63 #10 3.61 #8 3.83 #10 4.00

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Upper case letters indicate significance at the 95% level.

Increases in Income and Education correlate with an increase in the importance placed on Control over Time &

Destiny.

Higher Income and Education also decreases the importance placed on Respect for Elders and Equality of the

Sexes. This last finding may be tied to Hispanic men generally having higher Income and Education levels then

women.

Cultural Value Rankings - 2013

TNQ1_TNQ1C. Average cultural values

Total Income Education

<$30K HH Income >$30K HH Income H.S. or Less Some College+

(A) (U) (V) (W) (X)

(N=503) (N=164) (N=326 (N=143) (N=360)

Rank Avg. Rank Avg. Rank Avg. Rank Avg. Rank Avg.

Family Unity #1 2.04 #1 1.84 #1 2.11 U #1 2.00 #1 2.05

Morality & Decency #2 2.45 #4 2.55 #2 2.40 #4 2.59 #2 2.40

Surrounded by Friends & Family #3 2.52 #2 2.47 #3 2.57 #3 2.55 #3 2.51

Respect for Elders #4 2.65 #3 2.48 #4 2.77 U #2 2.48 #4 2.72

Generosity #5 2.80 #5 2.61 #5 2.91 U #5 2.71 #5 2.84

Religion #6 3.28 #6 3.38 #6 3.25 #6 3.23 #6 3.30

Equality of Sexes #7 3.49 #7 3.45 #9 3.52 #7 3.30 #9 3.56 W

Control over Time #8 3.53 #8 3.63 #8 3.47 #8 3.66 #7 3.48

Control over Destiny #9 3.57 #10 3.82 V #7 3.40 U #10 3.78 X #8 3.49

Community with Other Hispanics #10 3.67 #9 3.77 #10 3.61 #9 3.71 #10 3.65

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Cultural Value Rankings – 2003 vs. 2013

What’s Changed? Family Unity remained the #1 Cultural Value among U.S. Hispanics. This also held across every demo break in the

2013 survey.

Interestingly, Morality & Decency jumped up two rank positions in this years rankings and Religion ranked up one.

Equality of the Sexes has fallen a couple rank positions.

All other cultural values either maintained the same rank score or moved one rank position.

TNQ1_TNQ1C. Average cultural values

2003 (N=476)

Rank Avg.

Family Unity #1 1.50

Surrounded by Friends & Family #2 2.08

Respect for Elders #3 2.14

Morality & Decency #4 2.25

Equality of Sexes #5 2.49

Generosity #6 2.56

Religion #7 2.67

Control over Time #8 2.87

Community With Other Hispanics #9 2.87

Control over Destiny #10 2.89

2013 (N=503)

Rank Avg.

Family Unity #1 2.04

Morality & Decency #2 2.45

Surrounded by Friends & Family #3 2.52

Respect for Elders #4 2.65

Generosity #5 2.80

Religion #6 3.28

Equality of Sexes #7 3.49

Control over Time #8 3.53

Control over Destiny #9 3.57

Community With Other Hispanics #10 3.67

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Demographics

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53%

7%

1%

8%

30%

Married

Separated/divorced

Widowed

Living with partner

Single

MARITAL STATUS

2%

7%

20%

24%

5%

10%

26%

7%

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

41%

30%

19%

7%

2%

0%

0%

0%

0%

NUMBER OF CHILDREN UNDER 18 YEARS

1

2

3

4

5

6

7

8

0

(N=503) (N=503)

(N=503)

11%

19%

23%

25%

14%

6%

2%

2%

0%

0%

1

2

3

4

5

6

7

8

NUMBER OF PEOPLE LIVING IN

HOUSE HOLD

10 or more

9 (N=503) (N=503)

43%

13%

3%

12%

6%

6%

12%

4%

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=503)

70%

28%

2%

Yes No Prefer not to answer

HEALTH INSURANCE

Demographics – 2013 Study

D1, D2, D3, D4, D5, D6

15

10%

13%

20%

24%

32%

3 years or less

4 to 6 years

7 to 10 years

11 to 19 years

20+

Born in the U.S.,

61%

Moved here, 39%

Born in the U.S. Moved here

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

(N=197)

LIVED IN US

32%

27%

18%

10%

4%

6%

9%

Mexican

Mexican American

Puerto Rican

Cuban

Dominican

Central American

South American

HISPANIC ORIGIN

5%

14%

7%

4%

4%

12%

10%

13%

17%

10%

6%

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=503)

(N=503) (N=503)

27%

16%

36%

11%

10%

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=503)

Demographics - 2013 (Cont’d)

D7, D7a, D8, D9, D10

31%

26%

24%

14%

5%

Spanish and Englishequally

English only

English mostly

Spanish mostly

Spanish only

41%

16%

20%

17%

6%

37%

17%

19%

19%

8%

33%

25%

22%

13%

7%

LANGUAGE OF PREFERENCE FOR THE FOLLOWING MEDIA OUTLETS

(N=503)

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Demographics - 2013 (Cont’d)

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

CONTACT INFO:

2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 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