thinknow pulse™ hispanic consumer sentiment study 2017
TRANSCRIPT
ThinkNow Pulse™ Total Market Consumer Sentiment
Report 2017
2
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
3
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.
4
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
7
Recent Trend in Household Finances by Hispanic
Acculturation Level
Letters indicate statistically
significant difference (95%
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:
8 Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
Letters indicate statistically
significant difference (95%
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
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
9
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?
Letters indicate statistically
significant difference (95%
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
50% 57% 42% 23% 33% 37% 38% 11% 12% 6% 12% 61% 26% 12%
BD
BD
AC AC
C
45%
10 Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
Perception of America’s Economy When you think about America's economy today, do you think it is...
Letters indicate statistically
significant difference (95%
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
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
11
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?
Letters indicate statistically
significant difference (95%
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
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
[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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
Letters indicate statistically
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
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
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)
Letters indicate statistically
significant difference (95%
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
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?
14 Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
Letters indicate statistically
significant difference (95%
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
Total Market Hispanic (A) White (B) African American (C) Asian (D)
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%