ThinkNow Research - U.S. Hispanic Values

ThinkNow Research
Phone: 877-200-2710
info@thinknowresearch.com
www.thinknowresearch.com
1
National Hispanic
Omnibus Survey
U.S. Hispanic Cultural
Values in 2013

2
 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

3
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)
4
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 and
English 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)
5
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

6
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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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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 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

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 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.
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)
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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 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.
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)
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.
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

14
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 no
degree
Trade or technical school
Graduated from 2-year
College
Graduated from 4 or 5 year
College
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/business
owner
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 to
Hispanic/Latino Culture
Somewhat closer to
Hispanic/Latino Culture
Equally close to both
cultures
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 English
equally
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)
16
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

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