Hispanics in the US and Utah
SOURCE: THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
2
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SOURCE: THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
3
© 2012, Ok Español.
SOURCE: THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
4
© 2012, Ok Español.
SOURCE: THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
5
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6
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Utah
PEOPLE QUICK FACTS
UTAH
USA
PopulaNon, 2011 esNmate
2,817,222
311,591,917
Persons of Hispanic or LaNno Origin, percent, 2011 (b)
[385,340] 13.2%
16.7%
SOURCE: U.S. Census Bureau: State and County QuickFacts. Data derived from PopulaNon EsNmates, American Community Survey, Census of PopulaNon and Housing, State and County Housing Unit EsNmates, County Business Pa_erns, Nonemployer StaNsNcs, Economic Census, Survey of Business Owners, Building Permits, Consolidated Federal Funds Report Last Revised: Tuesday, 18-‐Sep-‐2012 16:41:56 EDT
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© 2012, Ok Español.
Tools and Methodology
DISCOVER
8
© 2012, Ok Español.
EXPLORE
GROW
Data Collection
EVENTS
DATES
LOCATIONS
SURVEYS
FesNval LaNnoamericano
Aug-‐31, Sep-‐3
Provo
114
Valley Fair Mall
Sep-‐7
West Valley City
37
Utah State Fair
Sep 15-‐16
SLC
243
BYU LaNno DAY
Sep 21
Provo
30
Methods of distribuNon : Electronic [ computer, tablets, Mobile.] In person [ paper quesNoners]
9
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10
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11
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Baseball
12
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Computer
13
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14
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15
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16
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17
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OKEspañol Total ParAcipants
Total
424
18
© 2012, Ok Español.
Total
Response 424
Percent 100%
Demographics Selected Language
Selecciona idioma / Select language Valid
41%
Español English
Español 59%
19
© 2012, Ok Español.
English
Response 243
Percent 57.3%
172
40.6%
Left blank
9
2.1%
subTotal (esp+eng) Total
415
97.9%
424
100%
Demographics Age
5%
3%
7% What is your age?
10% Valid
13 -‐ 17 18 -‐ 25 26 -‐ 35 42%
33%
20
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36 -‐ 45 46 -‐ 55
Missing
56 +
Total
13 - 17
Response 28
Percent 6.6%
18 - 25
165
38.9%
26 - 35
129
30.4%
36 - 45
42
9.9%
46 - 55
19
4.5%
56 +
12
2.8%
Total
395
93.2%
Left blank
29
6.8%
424
100%
5%
3% 7%
10%
Demographics
Age
13 -‐ 17 18 -‐ 25 26 -‐ 35
33%
36 -‐ 45
42%
46 -‐ 55 56 +
Age / Language 0%
56 +
3%
1%
46 -‐ 55
4%
2%
36 -‐ 45
8% English Espanol
11%
26 -‐ 35
22%
23%
18 -‐ 25
19%
5%
13 -‐ 17
3% 0%
21
5% © 2012, Ok Español.
10%
15%
20%
25%
Demographics Gender
Are you Male or Female? Valid
49% 51%
22
© 2012, Ok Español.
Male
Missing
Female
Total
Response 198
Percent 46.7%
Female
193
45.5%
Total
391
92.2%
Male
Left blank
33
7.8%
424
100%
Demographics Marital Status 1%
What is your current marital status?
29%
Valid
Single 47%
Married Separated
10%
13%
23
© 2012, Ok Español.
Response 181
Percent 42.7%
Married
50
11.8%
Separated
41
9.7%
Divorced
112
26.4%
Widowed
3
.7%
387
91.3%
37
8.7%
424
100%
Single
Total
Divorced
Missing
Widowed
Total
Left blank
Demographics Region 1%
1%
6%
29%
What region do you live in? Valid
Utah County
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© 2012, Ok Español.
Response 114
Percent 26.9%
243
57.3%
23
5.4%
Salt Lake County
Salt Lake County Davis County
Davis County
Weber County
3
.7%
Weber County
other
4
.9%
Total
387
91.3%
37
8.7%
424
100%
other 63%
Utah County
Missing Total
Left blank
1%
6% 1%
Demographics
Utah County
Region
Salt Lake County Davis County
29%
Weber County
63%
other
Region / Language 1%
other
Weber County
1%
3%
Davis County
English
3%
Espanol
25%
Salt Lake County
38%
13%
Utah County
16% 0%
25
5%
© 2012, Ok Español.
10%
15%
20%
25%
30%
35%
40%
Demographics EducaAon Level 1% Less than High School 12%
19%
High School / GED Some College
What is the highest level of education you have completed? Valid
16% 2-‐Year College Degree (Associates)
2-Year College Degree (Associates) 4-Year College Degree (BA, BS) Master's Degree Total
4-‐Year College Degree (BA, BS) 32%
Master's Degree
20%
Missing Total
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Less than High School High School / GED Some College
Left blank
Response Percent 74 17.5% 124
29.2%
80
18.9%
63
14.9%
46
10.8%
4
.9%
391
92.2%
33
7.8%
424
100%
Demographics Employment Status
8% 1%
1%
5%
How would you describe your current employment status?
23%
3%
Student
Valid
Employed full Nme
Employed
Unemployed / Looking for work
Unemployed / Looking for work Retired
ReNred Volunteer
59%
Volunteer
© 2012, Ok Español.
Response 90
Percent 21.2%
230
54.2%
11
2.6%
4
.9%
4
.9%
Homemaker
Homemaker
18
4.2%
Self-‐employment
Selfemployment Total
30
7.1%
387
91.3%
Missing Total
27
Student
Left blank
37
8.7%
424
100%
Unemployment rate
Unemployment Rate
September 2012
Unemployment Rate
September 2012
NaNonal
7.8%
Utah
5.4%
NaNonal Hispanics
9.9%
Utah Hispanics
8.3%
Sources: BLS current populaNon survey (CPS) U.S. Bureau of Labor StaNsNcs, Current PopulaNon Survey, 2012. EPI esNmates based on data from the Current PopulaNon Survey and the Local Area Unemployment StaNsNcs from the Bureau of Labor StaNsNcs, and December 2011 projecNons from Moody’s Economy.com
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Demographics Monthly Income
What is your monthly income?
23%
24% Valid
Less than $1000 2% 4%
33.0% 9.7%
$2001 -‐ $3000
$3001 - $ 4000 more than $4001 I'd rather not say Total
15
3.5%
6
1.4%
91
21.5%
387
91.3%
37
8.7%
424
100%
I'd rather not say
© 2012, Ok Español.
140 41
Missing
29
Percent 22.2%
$2001 - $3000
more than $4001
36%
Response 94
$1001 -‐ $2000
$3001 -‐ $ 4000 11%
Less than $1000 $1001 - $2000
Total
System
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Free time How do you spend your free Ame? How do you spend your free time?
2%
Other
Response
6%
Videogames
9%
Tv / Movies
13%
Sports Music
11%
Internet
17% 14%
Hanging Out With Friends. Shopping 10% 4%
Art 0
31
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50
100
150
200
54
4%
Beauty
134
10%
Shopping
181
14%
Hanging Out With Friends.
185
14%
Internet
219
17%
Music
142
11%
Sports
174
13%
Tv / Movies
118
9%
Videogames
77
6%
Other
29
2%
Total
1313
How do you spend your free time? OTHER
14%
Beauty
Percent
Art
250
GYM
4
14%
house cleaning needs
9
31%
auto repair
7
24%
go out dancing/clubbing
6
21%
church/mass
3
10%
Language 41%
Español 59%
English
Free Ame/Language Other
2%
0% 2%
Videogames Tv / Movies
4% 7%
2% 4%
Sports Music
9% 8%
3%
English 7%
Internet
7% 7%
Hanging Out With Friends. 5%
Shopping
9%
5% 5%
Beauty 1%
Art 0%
32
Espanol
9%
© 2012, Ok Español.
1%
3% 2%
3%
4%
5%
6%
7%
8%
9%
10%
Free Ame / Age 1%
1% 1%
Videogames
2% 2%
1% 1%
Tv / Movies
3%
1%
Sports
4%
2%
6%
5%
1% Music
4%
1%
56+ 46 -‐55
5%
36 -‐ 45
1%
Internet
6%
2% Hanging Out With Friends. 1%
Shopping
1%
2%
1% 1%
Art 0%
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1% 1%
7%
5%
1% Beauty
18 -‐ 25
5%
1%
26 -‐ 35
8%
13 -‐17 8%
6%
2% 2%
3%
4%
5%
6%
7%
8%
Sports What sports do you play? What sports do you play?
8%
Other Tennis
4% 12%
Swimming 1%
Golf
3%
Football Soccer
24% 7%
Cycling 1%
Beisball Baseball
6%
Basketball Track and Field
Percent
Aerobic
90
16%
Martial Arts
17
3%
Track and Field
79
14%
Basketball
33
6%
Beisball
6
1%
Cycling
37
7%
Soccer
136
24%
Football
15
3%
Golf
7
1%
Swimming
70
12%
Tennis
25
4%
Other
47
8%
Total
562
Volleyball
7
15%
Zumba
11
23%
other/no response
29
62%
14% 3%
MarNal Arts
16%
Aerobic 0
34
Response
20
© 2012, Ok Español.
40
60
80
100
120
140
160
Sports / Age 1%
Tennis
3%
1% 2% 2%
Swimming Golf
1%
Football
2% 1% 1%
Soccer Cycling
1%
56+ 4%
2%
11%
8%
46 -‐55 36 -‐ 45
3%
1%
26 -‐ 35
1%
Beisball Baseball
18 -‐ 25
Basketball
4%
1%
MarNal Arts
1%
9%
1%
1%
Aerobic
13 -‐17
4%
2%
Track and Field
0%
35
8%
© 2012, Ok Español.
5% 2%
4%
11% 6%
8%
10%
12%
Devices Which of these devices you own ? Computer Laptop
31%
Tablet
10% Which of these devices you own ?
5%
Video game console
18%
DVD / Blu-‐ray
Smartphone
Response 315
DVD / Blu-ray
159
Video game console
46
Tablet
86
Laptop
272
Total Smartphone
36%
0
36
50
© 2012, Ok Español.
100
150
200
250
300
350
878
Percent
36% 18% 5% 10% 31%
Devices / Age 1% 2%
computer
10%
14%
2% 1% Tablet
4%
3%
1%
56+ 46 -‐55
1% 1%
Video game console
36 -‐ 45 2%
1%
1% 2% DVD / Blu-‐ray
26 -‐ 35 18 -‐ 25 13 -‐17
3% 6%
1% 1% Smartphone
6%
2%
13%
16%
3% 0%
37
2%
© 2012, Ok Español.
4%
6%
8%
10%
12%
14%
16%
18%
Internet Access From what places you normally access the Internet? Other
2% From what places you normally access the Internet?
Friends House
14%
Coffee Shop
6%
Home
Response 308
Work
213
School
108
Coffee Shop
45
Friends House
114 20
Other
School
Total
13%
26%
Work
38%
Home 0
38
50
© 2012, Ok Español.
100
150
200
250
300
350
Percent
38% 26% 13% 6% 14% 2%
808
airports / other public places
3
mobile *
4
other/no response
13
15% 20% 65%
Internet access / Age 1% 0% 1%
Other
1% Friends House
3%
7%
2% 1%
56+ 1%
Coffee Shop
46 -‐55
2% 2%
36 -‐ 45 1% 0%
School
26 -‐ 35 3%
18 -‐ 25
9%
1%
13 -‐17
1% 2%
Work
11%
13%
2% 2%
Home
13%
17%
4% 0%
39
2%
© 2012, Ok Español.
4%
6%
8%
10%
12%
14%
16%
18%
20%
National and International News Preferred medium to obtain internaAonal and naAonal news 0%
Other
Preferred medium to obtain international and national news
Internet
38%
10%
Radio
Newspaper
Response 55
Television
314
Radio
70
Internet
269
Other
3
Total Television
44%
8%
Newspaper
0
40
50
© 2012, Ok Español.
100
150
200
250
300
350
Percent
8% 44% 10% 38% 0%
711
1
email [ RSS Subscription ]
1
Mobile & Tablet Apps
1
33% 33% 33%
News/ Age Other
0%
1% 2%
Internet
14%
18%
3%
56+ 46 -‐55
1% 2%
Radio
36 -‐ 45
5%
1%
26 -‐ 35 18 -‐ 25
2%
13 -‐17
5%
Television
16%
15%
4% 1% 1%
Newspaper 0% 0%
41
2%
3%
2%
© 2012, Ok Español.
4%
6%
8%
10%
12%
14%
16%
18%
20%
Local News Preferred medium to obtain local news 3%
Other
Preferred medium to obtain LOCAL news
Internet
33%
13%
Radio
Newspaper
Response 118
Television
313
Radio
110
Internet
274
Other
21 Total
Television
14% 37% 13% 33% 3%
836
37%
14%
Newspaper
0
42
Percent
50
100
© 2012, Ok Español.
150
200
250
300
350
Social Media [Facebook, twitter]
12
Mobile & Tablet Apps
9
57% 43%
Local News/ Age Other 1%
1%
2%
Internet
11%
17%
3%
56+ 46 -‐55
2%
Radio
1%
36 -‐ 45
6% 5%
26 -‐ 35 18 -‐ 25
2%
13 -‐17
4%
Television
13% 14%
3% 1%
3%
Newspaper
4% 0%
43
2%
© 2012, Ok Español.
4%
6%
6%
8%
10%
12%
14%
16%
18%
NaNonal
Other
0%
Local
3%
38%
Internet
Radio
13%
10%
44%
Television
8%
Newspaper
0
44
33%
37%
14%
50
100
150
200
250
300
350
Media Preferred Medium to get news? Internet
31%
How many hours a day do you spend on ?
Radio
17%
35%
Television
0
45
50
100
© 2012, Ok Español.
150
200
250
300
350
Television
347
Radio
169
Internet
310
Total
16%
Newspaper
Newspaper
Response 161
400
987
Percent
16% 35% 17% 31%
31%
Internet Radio Television Newspaper
17% 35%
16% 0
100
200
300
Newspaper
Radio
5:01 -‐ 6 hrs
5:01 -‐ 6 hrs
4:01 -‐ 5 hrs
4:01 -‐ 5 hrs
3:01 -‐ 4 hrs
3:01 -‐ 4 hrs
6% 2% 5%
2:01 -‐ 3 hrs
2:01 -‐ 3 hrs
2%
12%
1:01 -‐ 2 hrs
88% 20
20%
1:01 -‐ 2 hrs
0 -‐ 1 hr 0
40
60
80
100
120
140
0 -‐ 1 hr
160
66% 0
20
Television 1%
4:01 -‐ 5 hrs
7%
3:01 -‐ 4 hrs
14%
2:01 -‐ 3 hrs
35%
1:01 -‐ 2 hrs
41%
0 -‐ 1 hr 0
46
20
40
60
© 2012, Ok Español.
80
100
40
60
80
100
120
Internet
2%
5:01 -‐ 6 hrs
400
120
140
160
5:01 -‐ 6 hrs 4:01 -‐ 5 hrs 3:01 -‐ 4 hrs 2:01 -‐ 3 hrs 1:01 -‐ 2 hrs 0 -‐ 1 hr
15% 9%
12% 16% 29% 19%
0
10
20
30
40
50
60
70
80
90
100
Internet / Age 5:01 -‐ 6 hrs
0% 0%
4%
10%
1%
4:01 -‐ 5 hrs
0% 0%
6%
1%
4%
1% 3:01 -‐ 4 hrs
0%
56+ 3%
1%
46 -‐55
4%
36 -‐ 45
1% 1%
2:01 -‐ 3 hrs
26 -‐ 35 5%
18 -‐ 25
8%
1%
13 -‐17
0% 5%
1:01 -‐ 2 hrs
9%
14%
1% 0% 3%
0 -‐ 1 hr
5%
11%
0% 0%
47
2%
© 2012, Ok Español.
4%
6%
8%
10%
12%
14%
16%
OKespañol Have you heard of OKespañol? 39% Not Sure
Have you heard of OKespañol?
31% No
Yes
Response 116
No
124
Not Sure
155 Total
29% Yes
0
48
20
40
60
© 2012, Ok Español.
80
100
120
140
160
180
395
Percent
29% 31% 39%
39%
Not Sure No
31%
Yes
29% 0
50
100
150
200
Have you heard of OKespañol?
80 70
Response
60 50 40 30 20 10
Not sure
0 13 -‐ 17
No
18 -‐ 25
26 -‐ 35
Yes
36 -‐ 45 46 -‐ 55 56 +
Yes
13 -‐ 17 11
18 -‐ 25 18
26 -‐ 35 52
36 -‐ 45 24
46 -‐ 55 3
56 + 8
No
3
71
33
3
10
4
Not sure
14
76
44
15
6
0
49
© 2012, Ok Español.
Have you heard of OKespañol?
120
Response
100 80 60 40 20
Not sure
0 Utah
No Salt Lake
Yes
Davis Weber Other
Yes
Utah 40
Salt Lake 60
Davis 8
Weber 0
Other 4
No
45
73
6
0
0
Not sure
29
110
9
3
0
50
© 2012, Ok Español.
51
© 2012, Ok Español.
Local News
• Women prefer internet for local news [Compared to Women] • More Men are not using internet for local News
52
TV [Local News]
• Separated 100%: watch TV for local News • Married not watching TV as much • Utah county watch less TV than expected • SL county watch more TV than expected 53
Newspaper [Local News]
• 4-year college degree prefer to read newspaper • 36-45 read more/preferred newspaper • less than 25 are not interested in newspaper
54
Radio [Local News]
• 2-year (associates) and people with some college education, listen radio as preferred medium.
55