2015
PRESENTING SPONSOR
THEIR BUSINESS IS YOUR BUSINESS. Free insights from local entrepreneurs. What’s good for business in the Valley is good for all of us. That’s why SRP has partnered with local organizations to bring you timely, relevant information to help you manage your company. The SRP Business Resource Center offers free tools and information to help you take your business to the next level. Hear success stories from local companies like Hispanic owned Great Impact, El Sol Foods, Fairy Tale Brownies, Park&Co, Nello’s Pizza and many more or share your own story. Make it your business to explore this free service today at srpbizresource.com.
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WELCOME TO DATOS 2015
“SRP is proud to sponsor the release of the Arizona Hispanic Chamber of Commerce’s 19th Annual DATOS: State of Arizona’s Hispanic Market because we believe all Arizonans should know that our state’s future economic vibrancy and prosperity is inextricably linked to the growing influence and buying power of its diverse and burgeoning Hispanic population.” —Mark Bonsall, General Manager & CEO, SRP
The Growing Economic Influence Of Arizona Latinos Arizona’s Latino population has nearly tripled in the past 25 years to just over 2 million people, and experts say it could double again by the end of the next generation. Not since the advent of the railroad and the arrival of a wave of white settlers into the Arizona territory in the late 1800s has the state undergone such a far-reaching demographic and cultural transformation. For the past 19 years, the Arizona Hispanic Chamber of Commerce has been documenting this historic societal shift in our state and the growing economic influence of the Arizona’s Latino community in a comprehensive report called DATOS: The State of the Hispanic Market. In this year’s report, we show that the state’s Hispanic consumers will spend about $40.3 billion on goods and services in 2015, while Hispanic purchasing power nationwide could top $1.5 trillion—a figure roughly equivalent to the GDP of Australia. Interestingly, a recent study published by the Cervantes Institute found the United States is now home to 52 million Spanish speakers, more than any other country on earth except Mexico. Spanish is now the second most spoken language next to English in all but six states. As Arizona’s economic engine starts to rev up again, Hispanic-owned firms are poised to play a critical role in expanding our state’s increasingly diverse business environment. Consider that from 2007 to 2012, according to a recent U.S. Census report, Hispanic-owned businesses overall grew an astonishing 70 percent from 52,667 to 89,673, while going from just about 10 percent of all businesses in Arizona to more than 17 percent. Perhaps even more impressive, Census data shows that companies owned by Hispanic women skyrocketed by 116 percent from 19,367 in 2007 to 41,843 firms in 2012. By comparison, during that same period, the total number of all businesses statewide grew barely 2 percent from 491,529 to 499,927 companies. DATOS also forecasts that based on the compounded annual growth rate of Hispanic-owned businesses statewide from 2007 and 2012, Arizona is now home to an estimated 123,406 Hispanic companies overall, a majority of which (66,429 businesses, or 54 percent) are owned by Hispanic women. On behalf of the entire Chamber Board and its staff, we congratulate Arizona Latina entrepreneurs like our very own Lorena Valencia of Reliance Wire and Cable, Lisa Urias of Urias Communications, Cathy Garcia of Cha Cha Chic and the estimated 66,000-plus other Latinas across the state who are leading the way in Hispanic business growth. The DATOS report was created to serve as a comprehensive and reliable source of fact-based information about the state’s Hispanic market that could be utilized by not only Arizona Hispanics but all public and private industry officials tasked with crafting our state’s economic agenda—an agenda that must include the state’s Latino community. Why do we do it? Because the Arizona Hispanic Chamber knows that while it’s important to talk about the intrinsic value of an inclusive society, it is imperative that we make that argument grounded in the type of well-researched data we proudly bring to you every year in DATOS. In addition to DATOS, the Arizona Hispanic Chamber invites you to attend our Fourth Annual Business Diversity Summit on November 13, 2015, where we will gather business leaders to discuss the intersection between a strong environment and vibrant economy. On December 4, 2015, the Chamber will again partner with Hensley Beverage Company and ASU’s Hispanic Business Alumni Association to host the 24th Annual Bud Shootout. Tournament proceeds go to help fund our college scholarship program aimed at growing the pool of young business and STEM graduates. The Arizona Hispanic Chamber of Commerce is committed through our nearly 60 annual events to serve as the state’s leading advocate for Hispanic consumers and business owners, all as part of a wider effort to promote Arizona’s economic development and global competitiveness. Respectfully,
Gonzalo A.
de la
Melena, Jr.
Yolanda France
President & CEO Arizona Hispanic Chamber of Commerce
DATO S
Director, Customer Contact Operations Salt River Project (SRP) AZHCC Board of Directors
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REACH ARIZONA
HISPANICS ANYTIME. ANYWHERE.
TV, Radio, Digital, and Social. All under one roof.
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ACKNOWLEDGEMENTS 2015 DATOS 2015 CONTENT COMMITTEE (Listed in alphabetical order of Company/Organization)
Christina Tellez
Victor Holland
Jorge Luna
Kenny Farrell
Laura Fullington
Anel Mercado
Alana Chavez Langdon
Luis R. Soto
AAA ARIZONA
GEOSCAPE
ARIZONA DIAMONDBACKS
Dr. Alfredo G.
de los
Santos, Jr.
MARICOPA ASSOCIATION OF GOVERNMENTS
Andrea Whitsett
Ruth Soberanes
ASU, SEIDMAN RESEARCH INSTITUTE
NORTH AMERICAN RESEARCH PARTNERSHIP
Dr. Bert Valencia
ASU, THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT AZHCC
REPUBLIC MEDIA
AZHCC
Yolanda France
Monica S. Villalobos
SALT RIVER PROJECT (SRP)
AZHCC
Dr. Raquel Gutierrez
Catherin Vargas
ST. LUKE’S HEALTH INITIATIVES
BLUE CROSS BLUE SHIELD OF ARIZONA BLUE CROSS BLUE SHIELD OF ARIZONA
Marjorie DeRubeis
COLLEGE SUCCESS ARIZONA
Edyta Koscielniak
COX COMMUNICATIONS
PHOENIX INTERNATIONAL RACEWAY
Michele Valdovinos
James E. Garcia
Dr. Maria R. Chavira THE ROMAN CATHOLIC DIOCESE OF PHOENIX
Jaime Boyd
STUDENT TEAM
RESEARCH PROFESSOR
Dr. Loui Olivas STUDENT RESEARCHERS
Adriana Grado
Graduated, Spring 2015
Gilberto Lopez
Graduated, Spring 2015
Deidre Zuniga
Graduated, Spring 2015
Carolina Aguirre Management Major
Felipe Corral Marketing Major
Axel Martinez
UNIVISION
Business Communications Major
Kevin Norgaard UNIVISION
Flor Uribe
Accounting Major
PRODUCTION TEAM
TERMINOLOGY AND RESEARCH
Monica S. Villalobos Editor
Carmen G. Martínez Creative Director
James E. Garcia Associate Editor
Miguel Angel Lopez Gonzalez Research Analyst
K aren Murphy Copy Editor/Proofreader
Aurelio Herrera Intern, Research
Lisa Martinez Lopez Intern, Executive Services
Eric R ascon Intern, Business Development
DATO S
ARIZONA STATE UNIVERSITY
Director
Greg Fresquez
Melena, Jr.
Marla Bauer
Glenn Iwata
MARICOPA COUNTY COMMUNITY COLLEGE DISTRICT
Melissa Gamez
VANTAGE WEST CREDIT UNION WESTGROUP RESEARCH
Kerry Mitchell
ASU, MORRISON SCHOOL FOR PUBLIC POLICY
de la
VALLEY OF THE SUN UNITED WAY
MACERICH
ARIZONA MINORITY EDUCATION POLICY ANALYSIS CENTER
Gonzalo A.
VALLEY METRO
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In DATOS 2015, the terms Hispanic and Latino are used synonymously, as are Native American and American Indian and African-American and black. White, NonHispanic is sometimes referred to as Non-Hispanic white. Hispanics may be of any race. The information presented here was selected from standard secondary sources. However, data changes quickly and is not always collected annually. Data often offers a static picture of an ever-changing situation. The numbers calculated for any statistic depend on the definitions and assumptions used to produce them.
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LE SUBIMOS LA POTENCIA. TE SUBIMOS LAS PULSACIONES.
LA LÍNEA IS DE ALTO DESEMPEÑO. MÁS PODEROSA QUE NUNCA1 De 0 a 602,3,4 un segundo más rápido que su predecesor y con motor turbo, el IS 200t con 241 caballos de fuerza2, hace que cada segundo sea estimulante. Con un 25% más de potencia en el modelo base,5 el IS 300 AWD con 255 caballos de fuerza2, se agarra el camino tan fuerte como tú te agarrarás al volante. Y el IS 350 con 306 caballos de fuerza2, seguirá estimulando tus emociones. Todos disponibles en el modelo F SPORT. El Lexus IS. Desempeño, intensificado.
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Se muestra el modelo F SPORT. 1. Afirmación basada en la potencia media de la línea Lexus IS del año con respecto a línea Lexus IS del 2016. 2. Clasificaciones logradas utilizando gasolina premium sin plomo con un octanaje de 91 o superior. Si no se utiliza combustible premium, el rendimiento disminuirá. 3. Las cifras de rendimiento son únicamente para la comparación y se obtuvieron con vehículos de prototipo por conductores profesionales utilizando equipos y procedimientos de seguridad especial. No lo intente. 4. Afirmación basada en los 6.6 segundos de tiempo de 0 a 60 del Lexus IS 200t del 2016 con respecto a los 7.7 segundos de 0 a 60 del Lexus IS 250 del 2015. 5. Comparación del modelo base con 255 caballos de fuerza del Lexus IS 300 AWD del 2016 con respecto a los 204 caballos de fuerza del Lexus IS 250 AWD del 2015. ©2015 Lexus.
Llamadas a México. Gratis. Requiere un plan que califique.
Roaming en México. Gratis.
Larga distancia ilimitada a México desde EE.UU.
Cuando visitas México, 1GB de datos, 500 minutos & 500 textos.
Unlimited calls and texts to Mexico from the U.S.
1 GB of data, 500 minutes, and 500 texts while you visit Mexico.
Incluye Ilamadas a telefonos fijos y moviles.
On qualified plans. Including calls to landlines and mobile phones.
Requiere un plan que califique.
Exceso de uso: $20 por cada GB, 5¢ por cada mensaje, 5¢ por cada minuto.
500 minutes to U.S. numbers and to local numbers while in Mexico and Canada. 4G LTE, where available. Overage $20/GB, 5¢/msg, 5¢/min.
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TABLE OF CONTENTS CHAPTER
HIGHLIGHTS
PAGE
7
1 2 3 4 5 6
SECTION I: CONSUMER BEHAVIOR
PURCHASING POWER CONSUMER TECHNOLOGY LANGUAGE & MEDIA HEALTH BUSINESS & WORKFORCE
9 29 73 91 107 135
SECTION II: CONSUMER DEMOGRAPHICS
7 8 9 10 11
SECTION III: SEGMENTATION
POPULATION EDUCATION HOUSING IMMIGRATION TRADE WITH MEXICO
12 MILLENNIALS 13 MAINSTREAMING 14 MESSAGING
303 334 340
349
RESOURCES
NOTE: This is a comprehensive compilation of secondary research made available to the AZHCC from various sources. It is either public information or used with permission from those sources.
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171 196 253 263 285
For more information or any questions, please contact the Arizona Hispanic Chamber of Commerce (AZHCC) at info@azhcc.com or 602-279-1800.
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“If we can design our universities to produce master learners who are more dedicated to the breadth and betterment of our society, and to the overall health of our democracy, we will have a major impact on the outcome of humanity.” — ASU President Michael Crow
Since 2000:
193%
Increase in Hispanic enrollment
28.5%
asu.edu
228%
Increase in Hispanic bachelor’s degrees
196%
Increase in Hispanic graduate degrees
Increase in minority tenured/tenure-track faculty. More than UCLA, Washington, UT, Ohio State and Penn State.
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DATOS 2015 HIGHLIGHTS
• Hispanic purchasing power in Arizona is an estimated $40.3 billion in 2015. (Earlier estimates indicated that it would reach $50 billion this year but were revised downward by the University of Georgia’s Selig Center for Economic Growth based on the state’s economic crash and a dramatic drop in net immigration to the state, particularly between Arizona and Mexico.) • Hispanic purchasing power nationwide is an estimated $1.5 trillion in 2015, roughly equivalent to the GDP of Australia. • There are more than 55 million Hispanics in the United States, 17 percent of the country’s population. • There are nearly 2.1 million Hispanics in Arizona, 30.3 percent of the total population. • The Hispanic population in Arizona tripled between 1990 and 2015 and is predicted to reach majority status by the end of the next generation. • The number of Hispanic-owned businesses soared 70 percent from 52,667 to 89,673 between 2007 and 2012. Based on the compounded growth trend for that period, there are now estimated to be more than 123,000 Hispanic-owned firms in Arizona. • The number of businesses owned by Hispanic women in Arizona more than doubled between 2007 and 2012 from 19,367 to 41,843. Based on the compounded growth trend for that period, women now own 54 percent of Hispanic-owned businesses in Arizona. • Hispanic children are now a majority of K-8 students and will be a majority of all school children in Arizona by 2020. • A Hispanic baby is born in the United States every 1.68 minutes. • The median age in Arizona is 25 for Latinos and 45 for non-minorities. • 92.7 percent of Hispanic children in the United States are U.S. citizens. • Phoenix Hispanics spent nearly $1 billion on health care in 2012. • The percentage of U.S. Hispanics without health insurance dropped from 41 percent to 34 percent between 2013 and 2014. • The United States now has 55 million Spanish speakers, more than any country in the world except Mexico. Eight million people in the United States are studying Spanish. • In 2015, trade between Arizona and Mexico reached $16 billion in 2014. • Between 2005 and 2010, 1.4 million Mexicans moved to the United States. During that same period, 1.4 million Mexicans moved from the United States to Mexico. • In 2014, U.S. Census figures show that, of the more than 1.2 million new immigrants to the United States in 2013 (documented or undocumented), China (147,000) and India (129,000) led Mexico (125,000).
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YOU can make a difference. UNITE today: vsuw.org/unite Valley of the Sun United Way is a proud supporter of the Arizona Hispanic Chamber of Commerce.
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“DATOS has been an exceptional resource in helping us build the foundation for our Hispanic market outreach, and we will continue to turn to this valuable tool as we expand our efforts to better serve this important and growing segment.” —Robert D. Ramirez, President/CEO, Vantage West Credit Union
Selig Research Revises Downward Hispanic Purchasing Power Figures In Arizona The growth of Latino consumer purchasing power in Arizona
Daily spending, on average, was higher among Hispanics
slowed between 2010 and 2014, due to the effects of the
than whites and other minorities in the United States, accord-
recession and a drop in the state’s immigrant population,
ing to a 2014 Gallup survey. Gallup found Hispanic adults
according to revised estimates from the Selig Center for
spent $96, while U.S. adults overall spent an average of $90
Economic Growth at the University of Georgia.
per day. One reason for the higher daily spending by Hispanics may involve the fact that they tend to have more children.
The Selig Center had previously predicted that Hispanic purchasing power in Arizona would grow 48 percent from 2010
“Half of Hispanics report having children younger than 18,”
to 2015 and reach $50 billion. But in its June 2014 report,
Gallup reported, “compared with 29% of whites, 39% of
Selig revised its calculations downward and now puts Hispan-
blacks and 36% of Asians. Previously, Gallup has found that
ic purchasing power in Arizona at about $40.3 billion, while
having children is associated with higher daily spending.”
estimating growth of 28 percent between 2014 and 2019.
In Phoenix, the average Hispanic household income grew 14 percent from 2009 to 2014 to $56,709, according to IHS
Nationally, Hispanic purchasing power is expected to reach
Global Insight’s Hispanic Market Monitor. In Tucson, the aver-
$1.5 trillion this year, roughly equivalent to the economy of Australia in 2015.
age Hispanic household income was $54,072.
Arizona Hispanics are 30 percent of the state’s population
Total consumer spending by Hispanic households in Phoenix is expected to more than double from $23.5 billion in 2014 to
and account for 16.7 percent of total purchasing power in
nearly $52 billion by 2024.
the state. In only three states, Hispanic account for a larger proportion of total spending power: New Mexico (32 per-
Hispanics in Phoenix are driving spending growth in a wide
cent), Texas (22 percent) and California (19 percent). Hispan-
range of categories, including medical services, automobile
ics make up 10 percent of total consumer purchasing power
purchases, food, recreational services, furniture and house-
nationwide, Seelig reports.
hold equipment and clothing.
Purchasing power among Hispanics nationwide is forecast to
In a 2014 survey by Prudential Research of the top five
grow 32 percent from 2014 to 2019, or about 12 percent high-
financial priorities among U.S. Hispanics, survey respon-
er than the purchasing power of Non-Hispanics. In Arizona,
dents said they were most interested in saving for retirement,
during that same period, the growth in buying power among
reducing debt, building an emergency savings fund, saving
Hispanics is expected to increase by 28.2 percent, while
for their children’s education and protecting their existing
non-Hispanic buying power will grow 23.6 percent.
investments.
DATO S
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CBC-4009-DiversityAds-5.5X4.25-MM.pdf
1
4/7/14
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Hispanic Purchasing Power Is Expected To Reach 1.5 Trillion U.S. Dollars In 2015. That Figure Is Expected to Increase to 1.7 Trillion U.S. U.S.Hispanics HispanicsAccounted AccountedFor ForNearly Nearly 10% 10% Of OfThe TheNational NationalU.S. U.S.Buying BuyingPower PowerInIn2014 2014 In 2017. Buying BuyingPower Powerby byRace Raceand andHispanic Hispanic Origin, Origin,United UnitedStates, States,2014 2014 (billions (billionsofofdollars) dollars)
Source: Statista, 2015. www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/
$168.3 $769.5 $168.3 U.S. $769.5 Hispanics Accounted For Nearly 10% Of The National U.S. Buying Power In 2014 $1,117.4 $1,117.4 $100.1 $100.1
$1,251 $1,251
U.S. Hispanics Accounted For Nearly 10% Of The National U.S. Buying Power In 2014
Buying Power by Race and Hispanic Origin, United States, 2014 BUYING POWER BY RACE AND HISPANIC ORIGIN, UNITED STATES, 2014 (billions of dollars) (BILLIONS OF DOLLARS)
$100.1
$769.5
$168.3
$1,251
$1,117.4
$11,660 $11,660
$10,755.5 $10,755.5 $11,660
$10,755.5
White White
Black Black
American American Indian Indian Asian Asian Two Twoor orMore More White Black American Indian Asian Two or More
Hispanic
Hispanic Hispanic
Non-Hispanic
Non-Hispanic Non-Hispanic
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
Source: Source:Selig SeligCenter CenterforforEconomic EconomicGrowth, Growth,Terry TerryCollege CollegeofofBusiness, Business,The TheUniversity UniversityofofGeorgia, Georgia, June June2014. 2014.
U.S. Hispanics And Asians Are Projected To Drive The Largest Growth Of Buying Power For Single Minorities U.S. Hispanics And Asians Are Projected To Drive The Largest Growth Of Buying Power For Single Minorities
Change in Buying Power, by Race Hispanic Origin, States, 2014-2019 PROJECTED CHANGE INProjected BUYING POWER, BYandRACE ANDUnited HISPANIC ORIGIN, UNITED STATES 2014-2019
37% 32%
29% 21%
Total
20%
White
32%
23%
Black
20%
American Indian
Asian
Multiracial
Hispanic
Non-Hispanic
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
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U.S. Hispanic Projected Percentage Change In Buying Power Is Nearly 12% Higher Than Non-Hispanics U.S. Hispanic Projected Percentage Change In Buying Power Is Nearly 12% Higher Than Non-Hispanics
PROJECTED PERCENTAGE CHANGE IN BUYING POWER FOR U.S. Projected Percentage Change in Buying Power for U.S., 2014-2019 2014-2019 32.1%
21.3%
20.2%
Total
Non-Hispanic
Hispanic
Source: Selig Center for EconomicSource: Growth, Terry College of Business, The University of Georgia, June 2014. Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
Latinas Are Economic Decision Makers With 19.3 Million Latina Shoppers In The U.S., They Command The Bulk Of The $1.2 Trillion In Hispanic Purchasing Power--A Number That Is Estimated To Climb To $1.7 Trillion By 2017. Source: Latin Post, Young, Passionate and Tech-Savvy Latina Shoppers Command Bulk of $1 Trillion in Latino Buying Power, 2014 www.latinpost.com/articles/27098/20141224/the-significance-of-latina-shopping-trends-19-3-million-latina-shoppers-command-the-bulk-of-the-1-trillion-in-hispanic-purchasing-power.htm
Latinas Are The Primary Or Joint Decision Maker In Every Household Category Latinas Are The Primary Or Joint Decision Maker In Every Household Category Latina Perceived Decision-Making By Gender
LATINA PERCEIVED DECISION-MAKING BY GENDER Food
67%
Beverages Clothes Home Electronics
66%
Insurance Social Activities
4% 34%
50%
38%
0% 17%
50%
30%
12%
48%
Pharmaceuticals Family Finances
1%
41%
33%
Personal Electronics Auto/Transport
33%
55%
22%
59%
38%
41%
50%
38%
50%
45%
Primarily Latinas
11% 52%
Both Latino Genders
Primarily Latino Males
Source: Nielsen Women of Tomorrow Report, 2011. Source: Nielsen Women of Tomorrow Report, 2011. http://www.fronterasdesk.org/sites/default/files/field/docs/2013/08/Nielsen_Latina_Report_2013_.pdf www.fronterasdesk.org/sites/default/files/field/docs/2013/08/Nielsen_Latina_Report_2013_.pdf
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2% 9%
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3%
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The Arizona Hispanic Share Of Buying Power Continues To Outpace The National U.S. Hispanic Share of Buying Power The Arizona Hispanic Share Of Buying Power Continues To Outpace The National U.S. Hispanic Share of Buying Power
Percent Hispanic Share of BuyingOF Power, for U.S. and Arizona - 2000,2010,2014, and 2019 PERCENT HISPANIC SHARE BUYING POWER, FOR U.S. AND ARIZONA 2000, 2010, 2014, AND 2019
17.2%
16.7%
16.1% 12.4%
10.5%
9.7%
9.0% 6.7%
2000
2010
2014
United States
2019
Arizona
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
The Projected Percentage Change Of Arizona Hispanic’ Buying Power Is Almost 5% Higher Than Non-Hispanics The Projected Percentage Change Of Arizona Hispanic’s Buying Power Is Almost 5% Higher Than Non-Hispanics Projected PercentageIN Change in Total, Hispanic, andAND Non-Hispanic Buying Power for Arizona, 2014-2019 PROJECTED PERCENTAGE CHANGE TOTAL, HISPANIC, NON-HISPANIC BUYING POWER FOR ARIZONA 2014-2019
28.2%
24.4% 23.6%
Total
Non-Hispanic
Hispanic
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
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In 2014, Arizona Was The 4th Most Concentrated Hispanic Buying Power Market HISPANIC SHARE OF TOTAL BUYING POWER
RANKED STATE
32.4% 22.0% 19.6% 16.7% 16.6% 15.4% 10.6% 10.3% 10.2% 8.7%
1. NEW MEXICO 2. TEXAS 3. CALIFORNIA 4. ARIZONA 5. FLORIDA 6. NEVADA 7. COLORADO 8. NEW JERSEY 9. NEW YORK 10. ILLINOIS Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
From 2014 To 2019 Arizona’s Hispanic From 2014 To 2019 Arizona’s HIsispanic Purchasing Power rojected To By Grow B28% y 28% Purchasing Power Projected ToIs PGrow Buying Power By Race/Ethnicity 1990-‐2019 (Billions of dollars) BUYING POWER BY RACE/ETHNICITY –1990-2019 (BILLIONS OF DOLLARS)
18% Increase
60 50 40 30
172% Increase
20 10
49.2 38.3
32.4
14.7
11.7
8.3 5.8
6.6 5.1
2.5
13.0
9.2
7.2
5.4 0.7
0
120% Increase
28% Increase
7.0
1990
2000
2010
2014
Hispanic
5.4
14.7
32.4
38.3
49.2
Asian
0.7
2.5
7.2
9.2
13.0
Black
1.2
2.9
6.6
8.3
11.7
American Indian
1.1
2.5
5.1
5.8
7.0
Hispanic
Asian
Black
American Indian
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: S elig Center for Economic Growth, Terry College of Business, The University of Georgia, J une 2014.
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2019
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From 2010 To 2014 Arizona Hispanic Buying Power Increased By 18%, And Is Projected From 2010 To 2014 Arizona Hispanic Buying Power Increased By 18%, And Is Projected To Increase By 28% In 2019 To Increase 28% 2014 And 2019 HispanicBetween Buying Power in Arizona (millions of dollars)
HISPANIC BUYING POWER IN ARIZONA (MILLIONS OF DOLLARS)
49,160 38,344 32,363
14,720 5,387 1990
2000
2010
2014
2019
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.
Top 5 Hispanic Financial Priorities Are Consistent With The Rest Of The Population —Except That Hispanics Are More Concerned With Funding Children’s Education Than Protecting Investments HISPANIC
GENERAL POPULATION
1. Saving For Retirement
53%
62%
2. Reducing Debt
52%
50%
3. Building An Emergency Savings Account
42%
41%
4. Funding Education For Children/Grandchildren
31%
18%
5. Protecting Existing Investments And Savings
25%
47%
Source: Prudential Research, 2014 www.dropbox.com/home/DATOS%202015/DATOS%20AZ%202015/II.%20Consumer%20Behavior/1.%20Purchasing%20Power?preview=The+Hispanic+American+Financial+Experience.pdf
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U.S.-born Hispanic Consumers Are More Likely To Make Purchases Using Smartphones (42%) Than Foreign-born Hispanics (34%)
U.S. Born Hispanic Consumers Are More Likely To Make Purchases Using Smartphones (42%) Than Foreign Born Hispanics (34%) Percent U.S. and Foreign Born Hispanic That Engage In The Following Shopping Activities Via Table/Smartphones
PERCENT U.S.- AND FOREIGN-BORN HISPANIC THAT ENGAGE IN THE FOLLOWING SHOPPING ACTIVITIES VIA TABLET/SMARTPHONES 75
60 44
65
63 64 54
50
41
63
62 42
29
Reading A Purchasing New Item on Review Mobile
Using A Store Locator
Using A Coupon
42 25
Researching Checking An Item Price
Reading A Purchasing New Item On Review Mobile
18
Using A Coupon
U.S. Born
Foreign Born Tablet
65 65
44 34
Researching Checking An Item Price
65
53
23
Using A Store Locator
71
Tablet
Smartphone
Smartphone
Source: Nielsen Mobile Insights Q1 2014 www.nielsen.com/us/en/insights/news/2014/engaging-the-evolving-hispanic-consumers.html Source: Nielsen Mobile Insights Q1 2014 http://www.nielsen.com/us/en/insights/news/2014/engaging-the-evolving-hispanic-consumers.html
Hispanic And Asian Households Will Outspend Non-Hispanics Over The Remainder Of Their Lives Hispanic And Asian Households Will Outspend Non-Hispanics Over The Remainder Of Their Lives Cumulative Life Spending, by Race/Ethnicity Consumer spending potential exists for the remaining life of an average US household CUMULATIVE LIFE that SPENDING, BY RACE/ETHNICITY
CONSUMER SPENDING POTENTIAL THAT EXISTS FOR THE REMAINING LIFE OF AN AVERAGE US HOUSEHOLD $2,400,112 $1,971,498 $1,569,005 $1,347,123
Asian
Hispanic
Non-Hispanic
Source: Geoscape American Marketscape DataStream, April 2013
Black
Source: Geoscape American Marketscape DataStream, April 2013 http://www.marketingcharts.com/topics/demographics/asian-and-hispanic-households-will-outspend-whites-over-the-remainder-of-their-lives-28440/attachment/geoscape-cumulative-life-spending-by-race-ethnicity-apr2013/ www.marketingcharts.com/topics/demographics/asian-and-hispanic-households-will-outspend-whites-over-the-remainder-of-their-lives-28440/attachment/geoscape-cumulative-life-spending-by-raceethnicity-apr2013/
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Hispanics Spend More Per Day Than Non-Hispanics And The U.S. Average AVERAGE DAILY SPENDING
$96 $95 $88 $87 $90
Hispanics Asians Non-Hispanic Whites Non-Hispanic Blacks All U.S. Adults Source: Gallup Daily Tracking, January-November 2014 www.gallup.com/poll/180002/hispanics-daily-spending-above-average.aspx
Average Daily Consumer Spending Affected By Having Children Under 18 % HAVE CHILDREN UNDER 18
AVG DAILY SPENDING, THOSE WITHOUT CHILDREN UNDER 18
AVG DAILY SPENDING, THOSE WITH CHILDREN UNDER 18
50% 36%
$76 $82
$116 $119
29% 39% 33%
$79 $72 $79
$108 $111 $111
Hispanics Asians Non-Hispanic Whites Non-Hispanic Blacks All U.S. Adults Source: Gallup Daily Tracking, January-November 2014 www.gallup.com/poll/180002/hispanics-daily-spending-above-average.aspx
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The Average Hispanic Household Income in Phoenix Grew By 14% From 2009-2014
$57K
Average Hispanic Household Income
2014
# OF HOUSEHOLDS
AVERAGE HH INCOME
PHOENIX
415,000
$56,709
Source: IHS Global Insight Hispanic Market Monitor 2015, Average HH income, Phoenix DMA Courtesy of
The Phoenix Hispanic Average Household Income Is Projected To Increase By 23% In 2019 The Phoenix Hispanic Average Household Income Is Projected To Increase By 23% In 2019 Phoenix Hispanic Average Household Income
PHOENIX HISPANIC AVERAGE HOUSEHOLD INCOME $69,878
2019
$56,709
2014
Source: IHS Global Insight, Hispanic Market Monitor, 2015, Phoenix DMA Courtesy of
Courtesy of (Univision Logo)
Phoenix Hispanic Consumer Spending Is Projected To Continue To Rise
Source: IHS Global Insight, Hispanic Market Monitor, 2015, Phoenix DMA
Phoenix Hispanic Consumer Spending Is Projected To Continue To Rise Phoenix Hispanic Consumer Spending Projections: 2014-2024 ($ in Billions)
PHOENIX HISPANIC CONSUMER SPENDING PROJECTIONS: 2014-2024 ($ IN BILLIONS) $51.8 $35.8
+120%
Hispanic Growth
$23.5
+78%
Total Growth 2014
2019
2024
Source: Source: IHS Global Insight 2015 Hispanic Market Monitor Forecast, Phoenix DMA Courtesy of
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Source: Source: IHS Global Insight 2015 Hispanic Market Monitor Forecast, Phoenix DMA
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Phoenix Hispanic Spending Is Driving Demand Across Major Industries Phoenix Hispanic Spending Is Driving Demand Across Major Industries Phoenix Consumer Spending: 2014-2019, % Growth Forecast
PHOENIX CONSUMER SPENDING: 2014-2019, % GROWTH FORECAST MEDICAL SERVICES
+80%
MOTOR VEH. & PARTS
TRANSPORT. SERVICES
+64%
+60%
+43%
FOOD & BEVERAGE
+54%
+29%
+22% -3%
RECREATIONAL GOODS
FURNITURE & HH EQUIP.
APPAREL & SHOES
+53%
+50%
+44%
+18%
+34%
+36%
Non-Hispanic
Hispanic Source: IHS Global Insights 2015 Consumer Spending Forecast (2014-2019), Phoenix DMA
Courtesy of (Univision Logo)
Source: IHS Global Insights 2015 Consumer Spending Forecast (2014-2019), Phoenix DMA
$1.3 Billion
Courtesy of
• Spent By Phoenix Hispanics On Clothing & Footwear In 2014 • 26% Of Spending In Phoenix
Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA
Hispanics In Phoenix Tend To Spend More On Clothing And Footwear Than Non-Hispanics Hispanics In Phoenix Tend To Spend More In Clothing And Footwear Than Non-Hispanics Amount Spent Per Household on Clothing & Footwear in 2014
AMOUNT SPENT PER HOUSEHOLD ON CLOTHING & FOOTWEAR IN 2014 Mens BoysClothing Clothing Mens && Boys
$848
$618
+37%
More Spending
Women GirlsClothing Clothing Womens & &Girls
Children under 2
Children underClothing 2 Clothing
$1,140 $186 $114
Footwear Footwear
+63%
More Spending $423
Hispanic
$1,302
$693
+14%
More Spending
+64%
More Spending
Non-Hispanic
Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Clothing & Footwear Courtesy of
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Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending : Clothing & Footwear
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Top Malls & Shopping Centers RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN THE PAST 3 MONTHS MALL/SHOPPING CENTER
HISPANIC RANK
% OF HISPANICS
NON-HISPANIC RANK
% OF NON-HISPANIC
Arizona Mills Desert Sky Mall Arrowhead Towne Center Tempe Marketplace Other shopping center or area Metrocenter Christown Spectrum Mall Chandler Fashion Center Tanger Outlets Phoenix/Glendale Superstition Springs Center Westgate City Center Scottsdale Fashion Square Fiesta Mall Arizona Center Outlets at Anthem
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #10 #12 #13 #14 #15
33.3% 26.7% 17.3% 16.6% 16.0% 15.0% 13.8% 13.7% 11.7% 11.6% 11.6% 9.9% 9.5% 9.4% 8.8%
#4 #31 #2 #6 #2 #12 #13 #4 #14 #7 #18 #6 #15 #32 #11
16.7% 2.5% 16.8% 15.7% 16.8% 8.3% 7.0% 16.1% 6.9% 13.5% 4.9% 14.4% 6.8% 1.8% 8.3%
Source: Hispanic Scarborough 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Base: Adults 18+. Courtesy of
Top Department Stores In Phoenix RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN THE PAST 3 MONTHS DEPARTMENT STORES
HISPANIC RANK
% OF HISPANICS
NON-HISPANIC RANK
% OF NON-HISPANIC
Walmart Fry’s - Fry’s Marketplace Target Ross Dress For Less 99 Cents Only Store Dollar Tree Amazon Goodwill Costco Kmart Family Dollar Sam’s Club Big Lots Kohl’s Dollar General
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15
85.2% 67.9% 49.6% 49.1% 48.6% 40.8% 38.5% 36.6% 35.5% 28.8% 28.6% 27.7% 27.6% 25.7% 24.6%
#1 #2 #3 #10 #7 #8 #5 #9 #4 #18 #16 #14 #12 #6 #17
77.7% 65.2% 49.4% 26.2% 34.5% 32.5% 42.5% 26.7% 45.6% 14.6% 16.3% 21.1% 22.5% 35.0% 15.7%
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of
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20% Of Hispanics Are “True Foodies” Simmons Experian definition of “true foodies” segmentation: Passionate about food and spend a lot of time cooking at home. They prefer to buy organic food, want their ingredients fresh and buy environmentally friendly products. True Foodies tend to eat a variety of food, love to experiment with different cuisines and at the same time have adopted a healthy eating lifestyle. They have the most culinary expertise and have a love relationship with food.”
“I prefer food that is presented as an art form”.
Hispanics are +14% more likely than Non-Hispanics
Hispanics are +9% more likely than Non-Hispanics
Hispanics are +15% more likely than NonHispanics
“I especially look for organic or natural foods”.
“I’m usually first among my friends to try new food products”.
“I try to eat gourmet food whenever I can”.
“The kitchen is the most important room in my home”.
Hispanics are +24% more likely than Non-Hispanics
Hispanics are +24% more likely than Non-Hispanics
Source: Simmons NHCS, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Adults 18+ Index compares % of Hispanics who agree vs. Total population
Courtesy of
Kids Are A Latina’s Focus, Even When Shopping “ANY AGREE” AMONG WOMEN 18+
Kids Are Latina’s Focus, Even When Shopping “Any Agree” Among Women 18+
I find it hard to resist my children’s requests for non-essential purchases.
I enjoy shopping with my children 38%
My kids have significant impact on brands I choose
31% 27% 21%
24%
19%
Hispanic
Non-Hispanic
Hispanic
Non-Hispanic
Hispanic
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017
Courtesy of Courtesy of (Univision Logo)
Source: Simmons NHCS,, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Women 18+
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Latina Moms Now Is The Time to Grab Their Attention! PERCENT HISPANIC MOMS WHO AGREE
32
Remember advertised products when shopping
34
Feel respected when a company advertises in Spanish
% %
Source: Simmons NHCS, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Women 18+ who are parents Courtesy of
$2.3 Billion
• Spent by Phoenix Hispanics on “Food at Home” in 2014 • 22% of all “Food at Home” spending in Phoenix
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017
Phoenix Hispanic Households Spent 10% Courtesy of More Than NonHispanics On Groceries In 2014 AVERAGE AMOUNT HOUSEHOLD SPENT ON GROCERIES IN 2014
Average Amount Household Spent on Groceries in 2014
Phoenix Hispanic Households Spent 10% More Than Non-Hispanics On Groceries In 2014
$5,641
$5,145
Hispanic
Non-Hispanic
Source: Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending : Food at Home
Source: Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending : Food at Home
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Courtesy of
Courtesy of (Univision Logo)
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Hispanic Share of Consumer Spending: Phoenix Hispanic Share of Consumer Spending: Phoenix Food at Home
$2.3 Billion
or 22.2% of the Total
Pork
$91 Million
Non-Alcoholic Beverages
$267 Million
Cereals
Bakery Products
$146 Million
Beef
$237 Million
or 22.3% of the Total
or 23.1% of the Total
or 20.1% of the Total
Poultry & Eggs
Fish & Seafood
Dairy Products
$239 Million
$46 Million
$211 Million
$143 Million
or 26.7% of the Total
Fresh Fruits & Vegetables
$295 Million
or 24.3% of the Total
or 27.6% of the Total
or 25.1% of the Total
or 22.0% of the Total
or 24.2% of the Total
Processed Fruits & Vegetables
Sugar and Sweets
Fats and Oils
Other Food Products
Alcoholic Bev. at Home
$84 Million
or 22.4% of the Total
$106 Million
or 18.3% of the Total
$54 Million
$422 Million
or 23.5% of the Total
or 19.1% of the Total
$306 Million
or 17.2% of the Total
Source: Global Insight - 2015 Hispanic DMATotal Totalconsumer consumerdollars dollars spending: Food at Home Source: Global Insight - 2015 HispanicMarket MarketMonitor, Monitor, Phoenix Phoenix DMA spending : Food at Home
Courtesy of (Univision Logo)
Courtesy of
Top Grocery Stores in Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT SHOPPED FROM EACH GROCERY STORE IN THE LAST 7 DAYS HISPANIC RANK #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20
FOOD PRODUCTS USED LAST 7 DAYS
% OF HISPANIC
Fry’s - Fry’s Marketplace Walmart Supercenter Food City Walmart Neighborhood Market Costco Safeway Sam’s Club Pro’s Ranch Market El Super Target/SuperTarget Sprouts Albertsons Bashas’ Other grocery store Other Hispanic grocery store WinCo Foods Trader Joe’s Whole Foods Market Smart & Final Fresh & Easy
% OF NON-HISPANICS
68.5% 47.3% 43.9% 26.7% 25.6% 23.6% 19.4% 18.0% 16.0% 14.8% 13.0% 10.9% 9.1% 7.3% 6.5% 6.3% 5.4% 4.6% 3.8% 3.6%
66.9% 51.0% 10.2% 14.4% 30.5% 36.4% 12.8% 2.6% 0.4% 18.6% 21.4% 19.6% 21.5% 10.5% 0.3% 9.6% 9.2% 4.3% 3.1% 3.8%
Source: Hispanic Scarborough, 2015 Release 1 (Feb 2014 – Jan 2015), Phoenix, Adults 18+ Courtesy of
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HISPANIC INDEX (VS. TOTAL) 102 94 238 154 88 71 134 283 378 84 67 62 49 75 351 72 65 105 118 96
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Top Food Products In Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT USED FOOD PRODUCTS IN THE LAST 7 DAYS HISPANIC RANK
FOOD PRODUCTS USED LAST 7 DAYS
% OF HISPANIC
% OF NON-HISPANICS
HISPANIC INDEX (VS. TOTAL)
#1
Fresh Meat
72.6%
70.8%
102
#2
Tortillas
66.4%
39.0%
145
#3
Packaged Meat
57.1%
60.9%
95
#4
Coffee
55.2%
62.7%
91
#5
Ice Cream And Frozen Novelties
53.4%
54.0%
99
#6
Ready-To-Eat Cereal
51.6%
48.9%
104
#7
Candy
50.7%
47.9%
104
#8
Yogurt (Not Frozen)
40.0%
44.9%
92
#9
Pretzels, Chips, Popcorn
39.5%
52.3%
80
#10
Soup (Canned Or Dry Mix)
39.2%
39.0%
100
#11
Nuts
38.3%
44.8%
89
#12
Salsa
37.9%
41.8%
93
#13
Any Store Brand Food
31.8%
34.6%
94
#14
Prepared Foods
31.1%
26.6%
112
#15
Frozen Pizza
25.3%
25.8%
98
Source: Hispanic Scarborough, 2015 Release 1 (Feb 2014 – Jan 2015), Phoenix, Adults 18+ Courtesy of
The Average Hispanic Household Income In Tucson Grew By 12% From 2009-2014
$54K
Average Hispanic Household Income
2014
# OF HOUSEHOLDS
AVERAGE HH INCOME
TUCSON
139,000
$54,072
For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!
Source: IHS Global Insight Hispanic Market Monitor 2015, Average HH income, Tucson DMA Courtesy of
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Phoenix, AZ
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Located at Skyline Drive and Campbell Avenue, La Encantada is an open-air lifestyle center nestled in the foothills of Tucson. Offering a unique mix of national, regional and local retailers, many which are the first and only locations in the Tucson market – Anthropologie, Apple, Tiffany, Michael Kors, Kate Spade, Crate & Barrel, Pottery Barn, Williams-Sonoma - the center caters to the Tucson resident, seasonal visitor and neighboring Mexican national market.
the Mexican National has within the Tucson community and strives to be the shopping destination for these visitors as well as their local friends and family. In order to garner awareness in the targeted market, La Encantada launched a partnership with the Tucson Mexico Trade Office (TMTO). Through this partnership, La Encantada regularly participates in trade shows and fashion events in Sonoran cities including Hermosillo, Ciudad Obregon, San Carlos, Sinaloa, and Los Mochis, showcasing the center’s retail brands, dining options and unique shopping experiences.
La Encantada means “the enchanted” in Spanish, a name intended to capture the experience people have when they visit the center, as well as the unique outdoor environment, authentic architecture and village-like setting.
This direct connection to the Mexican National – across the border and in the community – has positioned La Encantada as an essential shopping destination, resulting in notable sales successes at the property.
With close proximity to the U.S./Mexico border, La Encantada has long recognized the strong connection
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Photos Courtesy of La Encantada
T H E
Ad Name:Teamwork General Item #:PCS2012xxxx Order #: 275805
Closing Date:8/1/15 QC: cs Pub: AZ Hispanic
Trim:7.75x10 Bleed: none Live:7.25x9.5
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“As a business that serves more than 3 million customer relationships in Arizona, the information provided by DATOS gives Cox a valuable tool that keeps us better connected to the Hispanic consumer, which helps us to better serve our customers in the way they want to do business with us. Additionally, having access to this research, helps Cox continue to provide services and products that are the most valuable to this growing market.” —John Wolfe, Senior Vice President & General Manager, Southwest region, Cox Communications
Hispanics Now A Bigger And Fast-Evolving Segment Of Every Major Product Category One of the biggest challenges for retailers is knowing not only what people are buying today, but what they might want to purchase months or even years down the road. Predicting buyers’ tastes and needs means retailers have to know and understand their customer base.
hold as compared to $3,700 for non-Hispanic households, according to a 2015 Hispanic Market Monitor survey. And while 45 percent of Hispanic households in Phoenix eat out at Mexican food restaurants, almost as many (44 percent) said they dine out on Chinese food. Pizza restaurants are the next highest category at 30 percent.
In Arizona and nationwide, that customer base is dramatically changing.
Phoenix Hispanics are a growing segment of the new car sales market, growing at a rate three times faster than the general market and accounting for $249.2 million in new automobile purchases, or 17 percent of all spending in the first quarter of 2015 alone. Hispanics are also a big part of the used car sales market. In 2014, Hispanics shoppers spent $386 million on used cars, or 23 percent of all used car sales in Phoenix.
Consider that in the past 25 years, the Latino population in Arizona has nearly tripled to about 30 percent of the total population. Between now and 2050, 86 percent of population growth in the United States will be attributed to Hispanics. And U.S. Census figures show that by 2060, about one-third of the U.S. population will be Hispanic and there will be no majority population group.
In the entertainment arena, Hispanics love going to the movies, casinos, theme parks and big name sports.
Even within Hispanic households, cultural and demographic dynamics are shifting. Over the past decade, Hispanic households overall have become more bilingual in nature. That is to say, fewer Hispanics are speaking only English or only Spanish. In the meantime, more Hispanics and Non-Hispanics alike are taking Spanish-language classes, and the U.S. now has 55 million Spanish speakers, the largest number in the world except for Mexico.
In Phoenix in 2014, nearly one of every four movie tickets, about $49 million worth, was sold to Hispanics, a Hispanic Market Monitor survey found. Hispanic moviegoers were 66 percent more likely than Non-Hispanics to see a movie on opening weekend and 41 percent are more likely to go to the movies four times a month. A Phoenix Hispanic Scarborough survey also found that nearly 400,000 Hispanics said they visited a casino in the previous 12 months and nearly one-third of Hispanic adults with children under 18 visited a theme park in 2014.
Hispanic shoppers, meanwhile, are a fast-growing segment of virtually every major product market. Nationally, for instance, Hispanics, per capita, outpace NonHispanics in the purchase of the top 15 categories of package goods, such as soft drinks, candy, milk, beer, wine, dog food and coffee, according to a 2015 Nielsen survey.
Hispanic men, perhaps to no great surprise, are big professional sports fans. A Hispanic Scarborough survey earlier this year found 86 percent of respondents are interested in professional football, 50 percent enjoy baseball and 50 percent enjoy basketball.
In Phoenix, Hispanics spent $1.5 billion on food outside of the home in 2014, an average of about $4,100 per house-
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By 2060, Half Of All Americans By 2060, Half Of All Americans Will Be Multicultural! Share of Consumers Hispanics vs. White Non-Hispanic Will Be Multicultural! SHARE OF CONSUMERS HISPANICS VS. WHITE NON-HISPANIC
1970
83%
2018
60%
5% 1970
2060
19%
2018
White (Non-Hisp)
Hispanic (All races)
1970 2 in 10 Americans are multicultural
2 In 10 AMERICANS ARE MULTICULTURAL
2018 1 in 3 Americans are multicultural
1 In 3
AMERICANS ARE MULTICULTURAL
2060 1 in 2 Americans are multicultural
1 In 2
AMERICANS ARE MULTICULTURAL
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.
By 2020, U.S. Hispanics Will Account For 54% Of The Population Growth And 86% By 2050 Share in Growth in Population by Hispanics By 2020, U.S. Hispanics Will AccountSHARE For 53%IN Of GROWTH The Population Growth And 86%BY By 2050 IN POPULATION HISPANICS 100% 90% 80% 70% 60%
86%
85%
2050
2060
79% 64% 54%
50% 40% 30% 20% 10% 0%
2020
2030
2040
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.
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CONSUMER
Hispanics Live In Larger Households! Hispanics Live In Larger Households!
HOUSEHOLD SIZE Household Size
4
3.53
3.5
2.98
3
2.5
2.54
2.4
2
1.5
1
0.5
0
Non-Hispanic White
African American
Asian
Hispanic
Source: “Beyond Multicultural Purchasing Power: Multicultural Super Consumers.” Nielsen, Nielsen. February 2015. Source: “Beyond Purchasing Power: Super Consumers,” February 2015.
Homes That Speak Both English And Spanish Are Growing The Most Language Distribution among Hispanic Households
“Homes That Speak Both English And Spanish Are Growing The Most”
LANGUAGE DISTRIBUTION AMONG HISPANIC HOUSEHOLDS 120%
100%
18%
22% 80%
60%
25%
27%
12% 40%
20%
10%
23% 9%
35%
19% 0%
2002-2003
Spanish English Equally
Only Spanish
2012-2013
Only English
Mostly Spanish
Source: “Beyond Purchasing Multicultural Consumers,” February 2015. February 2015. Source: “Beyond Power: Purchasing Power:Super Multicultural SuperNielsen, Consumers.” Nielsen.
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Mostly English
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Advertising In Spanish Resonates With Hispanic Consumers Hispanics Like Ads
40
%
Hispanics Recall Commercials In English As Well As Non-Hispanics
More When Viewed In Spanish
Ads Including Spanish Speaking Talent Perform Better % LIFT
BRAND RECALL
+27%
MESSAGE RECALL
+33%
LIKEABILITY
+21%
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.
The Young Urban Hispanic Is, And Will Be, The Trendsetter For America For Many Years To Come! HISPANIC POP (000’S)
% OF HISPANIC TOTAL POP
HISPANIC POP 21-34
% HISP 21-34 OF TOTAL 21-34
RANK
MARKET
1
LOS ANGELES
8,507
48%
2,871
55%
2
NEW YORK
4,435
21%
1,475
38%
3
MIAMI-FT LAUDERDALE
2,152
49%
619
54%
4
HOUSTON
2,064
35%
729
60%
5
CHICAGO
1,973
20%
700
37%
6
DALLAS-FT WORTH
1,758
26%
653
46%
7
S.FRAN./OAKLAND/SJ
1,712
24%
591
44%
8
PHOENIX
1,378
27%
509
53%
9
SAN ANTONIO
1,259
55%
402
57%
10
HARLINGEN/MCALLEN
1,153
97%
359
90%
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.
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Hispanics Have The Highest Purchasing Power Compared To Other Minorities Hispanics Have Purchasing The Highest Purchasing Power To Other Minorities Hispanics Have The Highest Power Compared To Compared Other Minorities Purchasing by (Trillions) Ethnic Group (Trillions) PurchasingPOWER Power by Ethnic Group PURCHASING BYPower ETHNIC GROUP (TRILLIONS) 1.8
1.8
1.6
1.6
1.4
1.4
1.2
1.2
1
1
0.8
0.8
0.6
0.6
0.4
0.316 0.4
0.2 0
0.21
0.2 0.115 0
1990
Multicultural Purchasing Power MULTICULTURAL PURCHASING POWER Multicultural Purchasing Power
1.6
1.6
1.2
1.2
1 0.962
1 0.951
0.951 0.601
$2.5tn $2.5tn
0.962
0.713
0.713 0.599
0.599 0.491
0.316 0.491 0.21
1.3
1.3
1
1
0.601
$3.2tn $3.2tn
0.274
0.274 0.115
1990 2000
2000 2010
2010 2013
2013 2018
African American Hispanic Hispanic African American Asian
2018
2010
Asian
2010
2018
2018
African American Hispanic Hispanic African American Asian
Asian
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.Nielsen. February 2015.
Hispanics Are 5x More Likely To Have An Individual Debit Card And 38x More Likely To Have A Prepaid Card Hispanics Are 5x More Likely To Have An Individual Debit Card And 38x More To Have A Prepaid Card Financial Products Owned by Hispanics
FINANCIAL PRODUCTS OWNED BY HISPANICS 80%
160
138
70% 60% 50%
120
96
107
105 86
40%
91
88
100
83
80
61
30%
60
20%
40
10% 0%
140
20
70%
63%
57%
43%
41%
38%
31%
24%
22%
Individual Checking Account
Individual Debit Card
Individual Credit Card
Store Card
Joint Checking Account
Loyalty Card
Joint Account Debit Card
Joint Credit Card
Prepaid Card
% of Hispanic Ownership of Financial Products
Index vs. Total
Source: “Nielsen ShareLite,” of Wallet Lite.” Nielsen. March 2015 Source: “Nielsen Share of Wallet Nielsen, March 2015.
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Overall, Credit Card Ownership Is Lower Than The Total U.S. Share. However, Higher Income Hispanics AreIs Lower More Likely To Higher Have Credit Cards Overall, Credit Card Ownership Than The Total U.S. Share. However, Income Hispanics Are More Likely To Have Credit Cards Individual Credit Card Ownership
INDIVIDUAL CREDIT CARD OWNERSHIP Hispanic
Total
82%
$150,000+
$100,000-149,999
75%
$100,000-149,999
$50,000-99,999
74%
$50,000-99,999
59%
<$50,000
<$50,000
64%
Female
Female
69%
Male
83% 71% 52% 50% 64%
Male
66%
Total
90%
$150,000+
57%
Total
“Nielsen Wallet Lite.” March Nielsen. March 2015 Source:Source: “Nielsen Share ofShare WalletofLite,” Nielsen, 2015.
Hispanics Are More Likely To Use Cash/Check Or Are Debit And Debit LessCardHispanics Likely To Use Credit Cards As Their Hispanics More Likely Card ToWhen Use Cash/Check And LessAre Likely Use Credit As Their Preferred Method Of Making FoodOrPurchases, EvenToMore ReliantCards On Cash Or Checks Payment For All Purchases Payment Used Most Often – All– Purchases Payment Used Most Often Food Purchases Preferred Method Of Payment For All Purchases PAYMENT USED MOST OFTEN – ALL PURCHASES
2% 7%
35% 31%
3% 7% 28% 26%
19% 16%
34% 39% Cash/Check Cash/Check
Total Total
Hispanic Hispanic
37% 35%
44% 38%
Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015.
Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015 Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015
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DebitCard Card Debit CreditCard Card Credit Other Other
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When Making Food Purchases, Hispanics Are Even More Reliant On Cash Or Checks Payment Used Most Often – Food Purchases When Making Food Purchases, Hispanics Are Even More Reliant On Cash Or Checks Payment Used Most Often – Food Purchases PAYMENT USED MOST OFTEN – FOOD PURCHASES
When Making 7% Food Purchases, Hispanics Are Even 31% More Reliant On Total Cash Or Checks
7% 7% 28%
7%
28%
16%
39% 39%
16%
Cash/Check
31%
Cash/Check
Debit Card
Hispanic
Total
Debit Card Credit Card
Hispanic
Other Credit
Other
38%
35%
38%
35%
Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015
Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015.
Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015
Hispanic Volume Growth Outpaces Non-Hispanic In Top 15 Customer Packaged Goods Hispanic Volume Growth Outpaces Non-Hispanic In Top 15 Customer Packaged Goods Top 15 CPG Category Performance
TOP 15 CPG CATEGORY PERFORMANCE
18.0%
13.5% 13.0%
11.4%
10.4%
12.9% 8.8%
8.0%
3.4% 3.0%
7.9%
9.4%
8.1%
9.0% 6.7%
2.0% 2.6%
1.9%
3.4% 3.4%
2.1%
1.1%
1.2% 1.7%
-0.5%
Salty Snacks
-1.1%
-2.7%
-3.7% -7.0%
3.5%
0.6%
-2.0%
Soft Drinks Cheese
Vegetables Candy
Milk
Beer
Bread
Traditional Frozen Tobacco Entrees
Non-Hispanic
6.2%
5.5%
4.5%
Fruit
Wine
-5.7%
Dog Food RTE Cereal
Coffee
Hispanic
Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.
Hispanics’ Spending On Consumer Packaged Goods Is Above Average
Hispanic Spending On Consumer Packaged Goods Is Above Average Average Spend per Visit on Consumer Packaged Goods
Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.
AVERAGE SPENT PER VISIT ON CONSUMER PACKAGED GOODS $90 $80 $70
$81
$71 $51
$60 $50
$47
$39
$40
$32
$30
$43 $30
$37
$26
$20 $10 $0
Food
Adult Beverages
Household Products
Hispanic
Health and Beauty Aids
Total
Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015. Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015
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Over-the-counter Medications
Card
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CUSTOMER SUCCESS STORY
Turbana Takes a Fresh Approach to Multicultural Retail with Geoscape Geoscape Intelligence System’s RetailTarget module helped educate Turbana’s retail community to grow a core product line
The Business Issue
Challenge: When Tropicals Go North Turbana is a leading producer, marketer and distributor of high quality tropical fruits and vegetables, with a mission to provide healthy tropical foods that transform people’s lives. As a grower-owned company founded in 1970, Turbana is one of the main importers of bananas, plantains and pineapples to the United States, available in hundreds of stores nationwide. Turbana also produces a growing line of packaged products, including plantain chips (otherwise known as mariquitas) along with other healthy snacks. However, the U.S. fruit and vegetable industry is occupied by several large multinational competitors. To differentiate their produce and attract new retail partners, Turbana introduced a new line of tropical fruits and vegetables, called Turbana Tropicals, to give their retailers an opportunity to attract a new type of consumer. Turbana realized that the success behind its new product line would come from America’s New Mainstream populations, especially the U.S. Hispanic and Asian communities. These populations often over index in the fresh produce category because they are shown to consume more fruits and vegetables, cook from scratch more often and either has larger average households (Hispanics) or greater spending power (Asians) than the general population. By selling new produce that caters to Hispanic and Asian heritage and tradition, Turbana was helping their community of retailers have a more appealing line of products within arm’s reach of their multicultural base of consumers. While Turbana understood the opportunity that tropicals posed to many multicultural groups throughout the United States, many of its local retailers did not. “Our retailers understood that these populations are growing, but they do not understand what these groups are looking for,” said Marion Tabard, marketing director for Turbana. “When it comes to many of our products, they were literally clueless. With limited time and knowledge, produce managers have too much on their plate. To them, tropical produce is another headache, not an opportunity.”
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In a highly competitive North American produce market, Turbana wanted to gain a competitive advantage by capitalizing on the growing consumption of tropical produce. Yet many of these products were unknown to Turbana’s community of retailers, despite demand from a variety of ethnic groups surrounding their stores. To understand a complex demographic picture, Turbana needed to demonstrate the demand for these foods, including which products are especially relevant to each ethnicity, how they are used and when they are especially popular.
The Solution By equipping their retailers with a greater understanding of the surrounding multicultural population, Geoscape helped Turbana’s retail community to understand the sophisticated demographic makeup of each store’s trade area. These powerful insights helped Turbana grow its produce line by 300 percent, by helping its customers understand their products’ need and value.
Business Benefits • Increases sales volumes by targeting products at relevant local demographics • Refines and streamlines inventory • Improves retailer relationships by assisting in understanding the makeup of their customers
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Growing Sales with Demographic Data To help retailers find the hidden opportunity, Tabard’s team introduced a broader educational campaign to demonstrate the revenue that tropicals can bring to their stores. At the heart of the education strategy was Geoscape, who was able to demonstrate the sophisticated ethnic breakdown for all of Turbana’s retail partner locations. Specifically, Geoscape’s RetailTarget module allowed produce managers to see the exact ethnic demographic breakdown around their store trade area, then carry the right assortment of tropical produce accordingly. In densely populated states such as New Jersey, for example, one store may have a large number of Mexican Americans, while another store a few miles away may be predominantly Puerto Rican. Each ethnic group uses different fruits and vegetables on different occasions, for distinct dishes, making the need for precise demographic breakdowns essential. “We show our retailers the potential of these markets around their stores, and Geoscape’s relevant data makes this opportunity possible,” said Tabard.
“ To us, multicultural means that a high degree of customization is necessary. Geoscape was a natural fit for us, providing us the customization and data that’s of real value to our retailers.”
Geoscape’s micro-local mapping data is embedded directly into a mobile app that Turbana created for its retail community, which includes a “demographics” tab where retailers can see the exact ethnic breakdown of their store. Depending on the ethnic mix, retailers can stock their shelves accordingly. Turbana takes the education process one step further, with detailed pages about each product’s usage and characteristics, including potential holidays where certain ethnic groups consume larger amounts of select produce. “To us, multicultural means that a high degree of customization is necessary,” said Tabard. “Geoscape was a natural fit for us, providing us the customization and data that’s of real value to our retailers.” As Turbana increased its use of Geoscape, it found the technology helpful in launching additional products. By identifying a consumer type that would be interested in smaller, crownless pineapples for example, Turbana was able to target the exact stores with large populations of relevant households for its pilot program. The end result was a thriving new product line, as Turbana’s tropicals business grew by over 300 percent in 2014. As Turbana continues to grow its tropical presence with retail partners, one retailer increased sales 30 percent in under six months. Turbana is delivering quality produce and bringing a fresh approach to multicultural retail through powerful consumer insights from Geoscape’s high-quality data.
About Geoscape Geoscape is an innovator of business intelligence and a provider of data-rich systems, research and analytic services. The Geoscape Intelligence System, an online analytics platform, delivers the most accurate data on an increasingly diverse American and international marketplace. Take a FREE TEST DRIVE of GIS at www.geoscape.com/testdrive to capitalize on the tremendous growth of the New Mainstream of culturally-diverse consumers.
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P. 1(888)211-9353 E. info@geoscape.com URL. www.geoscape.com
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$1.7
Billion Spent by Phoenix Hispanics on “Food Away from Home” in 2014
22
%
Of Spending In Phoenix IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Courtesy of
“Food Away from Home” Amount Spent per Household Phoenix Hispanics Spend More On Eating Out in 2014
Phoenix Hispanics Spend More On Eating Out
“FOOD AWAY FROM HOME” AMOUNT SPENT PER HOUSEHOLD IN 2014
$3,728
Non-Hispanic
$4,113
Hispanic
$3,500
$3,600
$3,700
$3,800
$3,900
$4,000
IHS Global Insight - 2015 Hispanic Market Monitor IHS Globaldollars Insight spending: - 2015 Hispanic Market Monitor Total consumer Quick Service Restaurants
$4,100
$4,200
Courtesy of Courtesy of
Total consumer dollars spending : Quick Service Restaurants
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Hispanics Enjoy A Variety Of Menu Choices Hispanic Enjoy A Variety Of Menu Choices
Restaurant types visited in the past 30 days by Phoenix Hispanics
RESTAURANT TYPES VISITED IN THE PAST 30 DAYS BY PHOENIX HISPANICS Any upscale restaurant
8%
Any other Asian restaurant
9%
Any Italian restaurant
9%
Any coffeehouse/coffee bar
11%
Any seafood restaurant
12%
Any ice cream/yogurt shop
12% 13%
Any steakhouse
30%
Any pizza restaurant
44%
Any Chinese restaurant
45%
Any Mexican restaurant
Hispanic Hispanic Scarborough, 2015 Release (Feb 2014 - JanHispanic 2015), Hispanic Adults Hispanic Scarborough, 2015 Release 11 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA 18+, Phoenix DMA *Index compares Hispanics the total *Index compares Hispanics vs.vs.the totalmarket market
Courtesy of
Hispanic Diners Are Most Likely To Visit Sit-Down Restaurants For Dinner Hispanic Diners Are Most Likely To Visit Sit-Down Restaurants For Dinner Types of meals at sit-down restaurants in the past 30 days
TYPES OF MEALS AT SIT-DOWN RESTAURANTS IN THE PAST 30 DAYS 61%
60%
40% 31% 23%
25%
Breakfast
Lunch
Hispanic
Dinner
Non-Hispanic
Hispanic 2015 Release 1 (Feb 2014 - Jan- 2015), AdultsAdults 18+, Phoenix DMA DMA HispanicScarborough, Scarborough, 2015 Release 1 (Feb 2014 Jan 2015), 18+, Phoenix
Courtesy of
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Phoenix Hispanics Over Index On 10 Of The Top 15 Casual Dining Restaurants PROJECTED CHANGE IN BUYING POWER, BY RACE AND HISPANIC ORIGIN, UNITED STATES, 2013-2018
Courtesy of
RANK
SIT-DOWN RESTAURANTS VISITED FOR ANY MEAL
HISPANIC
NON-HISPANIC
HISPANIC INDEX (VS. TOTAL)
#1 #2 #3 #4 #5 #6 #7 #7 #9 #10 #11 #12 #13 #14 #15
Denny’s Olive Garden IHOP Applebee’s Golden Corral Red Lobster Chili’s Outback Steakhouse Cracker Barrel The Cheesecake Factory Macayo’s Oregano’s Pizza Bistro Garcia’s LongHorn Steakhouse Sizzler
18.4% 14.4% 13.6% 12.0% 11.2% 8.2% 7.9% 5.4% 5.3% 4.9% 4.5% 4.4% 4.2% 4.2% 3.6%
15.5% 15.4% 9.9% 9.8% 7.6% 9.4% 9.9% 5.9% 7.0% 4.8% 2.3% 3.9% 2.3% 2.0% 1.3%
113 95 126 116 133 91 85 93 81 101 158 110 151 163 197
Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA
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E N I L A N E R D . A Y H L I G U M ENO E FA
L O H W E H T R O
F
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NOV. 12-15, 2015 15-PIR-1181_AZHCC_Print_Ad_R03.indd 1
MAR. 11-13, 2016*
*
DATES ARE TENTATIVE AND SUBJECT TO THE 2016 NASCAR SCHEDULE, WHICH HAS NOT YET BEEN RELEASED.
8/7/15 4:50 PM
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Big Spending Power At Quick Serve Restaurants (QSRs) In 2014!
25%
Phoenix Hispanics Spent
of Phoenix Spending
$1.05 Billion On QSR
IHS Global Insight - 2015 Hispanic Market Monitor Courtesy of
Hispanics Spent Nearly $600 More Amount Spent per Household at QSR in 2014 Than Non-Hispanics at QSRs in 2014
Hispanics Spent Nearly $600 More Than Non-Hispanics at QSRs in 2014
AMOUNT SPENT PER HOUSEHOLD AT QSR IN 2014
$1,932 Phoenix
$2,525
Non-Hispanic
Hispanic
IHS Global Insight - 2015 Hispanic Market Monitor Total consumer dollars spending : Quick Service Restaurants
IHS Global Insight - 2015 Hispanic Market Monitor Total consumer dollars spending : Quick Service Restaurants
Courtesy of
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Number Of QSR Visits In The Last 30 Days
51
%
57
%
vs.
Phoenix Non-Hispanics
Of Phoenix Hispanics Have Visited QSRs 5+ Times
Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Adults 18+
Courtesy of
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Phoenix Hispanics Are More Likely To Visit QSRs For Lunch & Dinner Phoenix Hispanics Are More Likely To Visit QSR’s For Lunch & Dinner
Types of meals at quick service restaurants in the past days TYPES OF MEALS AT QUICK SERVICE RESTAURANTS IN30THE PAST 30 DAYS
75% 68%
67%
65%
44% 34%
Breakfast
Lunch
Hispanic
Dinner
Non-Hispanic
Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Adults 18+
Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Adults 18+
Courtesy of
Phoenix Hispanics Over Index At 12 Of The Top 15 QSR’s RANK
QSR VISITED FOR ANY MEAL IN PAST 30 DAYS
HISPANIC
NON-HISPANIC
HISPANIC INDEX (VS. TOTAL)
Any QSR
93%
87%
105
#1
McDonald’s
47%
39%
116
#2
Burger King
29%
20%
131
#3
Jack in the Box
28%
17%
143
#4
Little Caesars
28%
11%
183
#5
Taco Bell
25%
25%
101
#6
Subway
24%
21%
113
#7
Panda Express
23%
14%
144
#7
In-N-Out Burger
22%
18%
119
#9
Filiberto’s Mexican
21%
7%
203
#10
Starbucks
16%
17%
98
#11
Peter Piper Pizza
15%
3%
265
#12
Other QSR
15%
12%
117
#13
Carl’s Jr.
14%
13%
111
#14
Chipotle
14%
14%
104
#15
Wendy’s
13%
20%
68
Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA Courtesy of
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Hispanics Have A Strong Purchasing Power In The Automotive Industry Total Spent In 1Q 2015 Was
1.5 Billion
Phoenix Hispanics Spent
So Hispanics Accounted For
$249.2M on NEW Automobile Purchases in 1Q 2015
17
%
of all New Vehicle spending in Phoenix in 1Q 2015!
Hispanics Spend At Par
$27,750 Average MSRP Paid Vs. $30,500 Total Market
Source: Amount spent based on 2015 MSRP and new Hispanic unit sales; RL Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, 1Q 2015 CYTD
Courtesy of
Hispanic NEW Auto Sales Are Growing at 4X The Rate Of Non-Hispanics In Phoenix Hispanic NEW Auto Sales Are Growing at 4X The Rate Of Non-Hispanics In Phoenix
% Change in New Vehicle Unit Sales Year over Year
% CHANGE IN NEW VEHICLE UNIT SALES YEAR OVER YEAR
12.80%
4.70% 3.10%
% Change in Unit Sales Year-Year
Total
Hispanic
Non-Hispanic
Source: R.L.&Polk Co. Vehicle New Vehicle Personal Registrations (includes Enhanced Ethnic Data, Source: R.L. Polk Co.&New Personal Registrations (includes Leases),Leases), Enhanced Ethnic Data, (Jan-May15 & Jan-May14), Phoenix May May 20152015 CYTDCYTD (Jan-May15 & Jan-May14), Phoenix DMA. DMA.
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CONSUMER Share of new total sales to Hispanics has grown by +3.7 points since 2013
Hispanics Account For Growing Percentage of NEW Total Sales
Hispanics Account For Growing Percentage of NEW Total Sales
SHARE OF NEW TOTAL SALES TO HISPANICS HAS GROWN BY +3.7 POINTS SINCE 2013
17.90%
16.60%
14.20%
2013
2014
2015
Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May13, Jan-May14 & Jan-May15), Phoenix DMA.
Courtesy of
PHOENIX TOTAL
PHOENIX HISPANIC Courtesy of
BRAND RANKER
BRAND RANKER
Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May13, Jan-May14 & Jan-May15), Phoenix DMA.
RANK
BRAND
S0M
RANK
BRAND
#1
14.6%
#1
16.5%
#2
11.0%
#2
15.6%
#3
10.0%
#3
14.3%
#4
9.4%
#4
9.2%
#5
9.2%
#5
8.1%
#6
5.2%
#6
5.4%
#7
5.1%
#7
5.2%
#8
5.0%
#8
4.2%
#9
3.6%
#9
3.9%
#10
2.8%
#10
3.0%
Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2015 CYTD (Jan’15-May’15), Phoenix DMA.
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Top 10 Models by Segment RANKED BY MODEL SALES TO PHOENIX HISPANICS RANK
CUV/SUV
FULL/MID-SIZE
COMPACT
PICK-UP
#1
TOYOTA RAV4
NISSAN ALTIMA
TOYOTA COROLLA
CHEVY SILVERADO 150
#2
KIA SOUL
CHEVY MALIBU
HONDA CIVIC
RAM 150
#3
DODGE JOURNEY
TOYOTA CAMRY
NISSAN SENTRA
TOYOTA TUNDRA
#4
JEEP PATRIOT
HONDA ACCORD
CHEVY CRUZE
FORD F150
#5
NISSAN ROGUE
KIA OPTIMA
HYUNDAI ELANTRA SEDAN
TOYOTA TACOMA
#6
CHEVY EQUINOX
FORD FUSION
VW JETTA
GMC SIERRA 150
#7
HONDA CR-V
CHRYSLER 200
DODGE DART
NISSAN FRONTIER
#8
JEEP WRANGLER
HYUNDAI SONATA
FORD FOCUS
RAM 250/350
#9
HONDA PILOT
CHEVY CAMARO
KIA FORTE
CHEVY COLORADO
#10
FORD ESCAPE
FORD MUSTANG
MAZDA 3
CHEVY SILVERADO 250/350
TOP 10 % SHARE OF SEGMENT
46%
81%
86%
95%
Source: Polk, New Vehicle Personal Registrations (Sales & leases) Enhanced Ethnic Data, 2015 CYTD (JAN-MAY); Phoenix (Prescott) DMA;Note segments include Non-Luxury and Luxury models
Courtesy of
$386 Million
Phoenix Hispanics Spent on Used Vehicles in 2014 (23% of the Total Used Vehicle Sales in Phoenix) Source: IHS 2015 Global Insight Hispanic Market Monitor Courtesy of
Hispanics Generate
28
%
Of All Automotive Word-Of-Mouth Activity Source: 2014 Keller Fay Group, Talk Track® Hispanic Argument Courtesy of
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Phoenix International Raceway Who:
What: Where: Why:
a targeted demographic” but rather to have a conversation with the Hispanic Community where PIR not only invited Hispanics to attend races, but also for PIR to participate with the Hispanic Community. This was done through many avenues; several key organizations include: Arizona Hispanic Chamber of Commerce, Valle del Sol and Fuerza Local. Building relationships with local Hispanic influencers has been instrumental. Regular communications with Hispanic media, media management, business owners and education institutions has been a key factor in creating a loop of communication which has provided feedback, recommendations and support.
-Phoenix International Raceway in conjunction with NASCAR and NASCAR Mexico Series -Increase Hispanic onsite attendance from <5% to >15.5% between 2013 and 2015 -Phoenix International Raceway – Avondale, AZ -Hosting the Toyota 120, NASCAR Mexico Series race -Creating dialog with the Hispanic Community where new comers to the sport feel inclusive to the experience both on and off the race track. -Providing an open invitation to Hispanics through targeted communications efforts
As Hispanics are the emerging majority not only Arizona but nationally, PIR recognized the opportunity to make an impact in the development of young Hispanics in Arizona. In February of 2015, PIR partnered with Tolleson Union High School District to initiate a program where 19 year old NMS driver Ruben Garcia Jr. spoke to 2,000 high school students about the value of education. The event was emceed by Jesus Quinones of Univision at La Joya Community High School; between Garcia and Quinonez they engaged the entire student body and delivered a simple but powerful message: 1.) Stay in School, 2.) Graduate and 3.) Pursue higher education. The message was simple in concept but powerful in inspiration. It was not about how to become a race car driver, but rather that the youth could do whatever they want if they had vision, put their mind to it, committed and worked hard.
In the fall of 2012 Phoenix International Raceway announced a commitment to reach the Hispanic Community in a way that had never been done before; in 2013 PIR hosted the Toyota 120, NASCAR Mexico Series (NMS) race. Over past three years the 2013-15 Toyota 120 races were the only NMS races held outside of Mexico. The NASCAR Mexico Series is a 15-race series where all the drivers, teams, crew, owners and sponsors are from Mexico. Sponsors include Mexican brands such as Telcel, La Costeña, Volaris, Canel’s, Jarrito’s and Coca-Cola. The winners of the Toyota 120 races at PIR include: • 2013, Abraham Calderon from Monterrey, Mexico now driving for ARRIS Telcel in the NMS • 2014, Daniel Suarez from Monterrey, Mexico now driving for ARRIS-Joe Gibbs Racing in the NASCAR XFINITY Series and the NASCAR Camping World Truck Series in the United States • 2015, Ruben Pardo from Mexico City, Mexico driving for CITIZEN Watches-Potosinos-Toyota in the NMS as well as the IMSA Sports Car Challenge in the United States.
It is with ongoing efforts to provide an authentic experience and constant messages that PIR plans to increase attendance at PIR and exposure to the sport of NASCAR, but additionally to make a positive and lasting positive impact in the Hispanic Community. With the continued vision of PIR and the support of the leadership of the Hispanic Community soon the face of PIR will resemble the community at over 30+% Hispanics in Arizona.
Over the three-year period from 2013 to 2015, PIR has documented an attendance increase among Hispanic fans from less than 5% (reports prior indicated only 3%) to over 15.5% during the past two NASCAR Sprint Cup (NSCS) race weekends, the Quicken Loan Race for Heroes 500 on Nov. 15, 2014 and the Camping World 500 on March 15, 2015.
Photos Courtesy of PIR
Promotion and Hispanic outreach for the NMS races as well as the NSCS weekends was focused in the Phoenix area through targeted paid advertising, earned media, community relations and attending festivals and social events. It was conscious of PIR to not create a message “speaking to
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Valley Metro Connects The Hispanic Population With A Very Accessible Transit Network 17 § ¨ ¥
± ³
PEORIA
± ³
303 101
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± ³
SURPRISE 101
FOUNTAIN HILLS
± ³ 101
51 ¯ )
GLENDALE
PARADISE VALLEY
PHOENIX
± ³
101
101
303
§ ¨ ¥
10
17 § ¥ ¨
AVONDALE
± ³
TOLLESON
202
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10
202
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BUCKEYE
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LITCHFIELD PARK
14 3
MESA
TEMPE
APACHE JUNCTION
60 ¡ ¢
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± ³
EL MIRAGE YOUNGTOWN
SCOTTSDALE 17 § ¥ ¨
PEORIA
202
± ³
GUADALUPE 101
§ ¨ ¥ 10
GILBERT CHANDLER
± ³
GOODYEAR
202
QUEEN CREEK BUCKEYE LEGEND Percent Hispanic Population
Percent of Hispanic Population- American Community Survey 2013 Within 1/2 mile of Bus Routes
0 - 12%
28% - 50%
13% - 27%
51% - 69%
70% - 100%
¯
Bus Route
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3 Miles
6
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Phoenix Hispanics Are Huge Sports Fans Men 18-49
Phoenix Hispanics Are Huge Sports Fans
MEN 18-49
% Interest Among Sports Fans* (sorted by Hispanic %)
NHL
MLS
LIGA MX
34%
17% 6% 28% 6%
32%
MLB
50%
35% 16%
UFC
41%
NBA
42%
50%
NFL
78% Non-Hispanic
86%
Hispanic
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Men 18-49; Source: Phoenix Hispanic 2015 Release 1 (Feb14-Jan15), Hispanic Base: Sports Fans definedScarborough by somewhat/very interested in MLB, NFL, NBA, NHL,Men MLS18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS
Courtesy of
Courtesy of
Live Sports Attendance Among Phoenix Hispanic Men 18-49 Sports Fans SPORTS: ATTENDED 1+ GAMES - PAST YEAR
SPORTS: ATTENDED IN THE PAST YEAR
% OF HISPANIC MEN 18-49 SPORTS FANS
AZ Cardinals Football Game
51%
National Football League (NFL) Major League Baseball (MLB)
36%
National Basketball Assoc (NBA)
31%
AZ Diamondbacks Baseball Game Suns Basketball Game ASU Football Game
8%
National Hockey League (NHL) Mexican League Soccer (LigaMX)
6%
Major League Soccer (MLS)
4%
% OF HISPANIC MEN 18-49 SPORTS FANS
Cactus League Spring Training Baseball Game
8%
Coyotes Hockey Game
6% 4% 2% 1%
NASCAR Auto Race ASU Baseball Game AZ Rattlers Indoor Football Game
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Men 18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS
Courtesy of
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35% 31% 25% 9%
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OUR FUTURES ARE ALL CONNEC+ED Did you know that 35% of rail passengers choose to ride instead of drive, removing over 10,000 cars from the road? valleymetro.org/connected
ENJOYING THE SOCIAL MEDIA DATA ON THIS REPORT? WE LOVED PULLING IT. OYE! CREATES ACTIONABLE HISPANIC MARKET INSIGHTS FOR FORTUNE 500 FIRMS NATIONWIDE. LEARN HOW OYE! LEADS THE INDUSTRY IN HISPANIC ONLINE RESEARCH.
OYEINTELLIGENCE.COM/DATOS FEATURED CLIENTS
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Phoenix Suns, Univision Arizona & Maricopa County Department of Public Health
Join the Challenge: Dance Workout Video for Kids The Phoenix Suns and Mercury organizations partnered
The video was distributed among 24 School Districts in the
with the Maricopa County Department of Public Health and
Maricopa County who participated in the SNAP-Ed Grant
Univision Arizona to create the ‘Join the Challenge’ dance
Program (Supplemental Nutrition Assistance Program-Edu-
video which was an all-out effort to continue the battle in
cation Program). There are 216 schools and approximately
childhood obesity. The Join the Challenge project encour-
166,000 students all of which are low-income schools
aged students across the Valley to be active and live a
(50% or more free and reduced lunches).
healthy lifestyle. Results Why •
• 14% of children age 2-4 in low income families in
ings, health events and more.
Arizona are obese • • •
600 DVD’s were distributed through schools, train-
•
15% of children age 2-4 in low-income families in
Video was distributed among 24 School Districts in the Maricopa County
Maricopa are obese
•
216 participating schools
20% of 10-17 year old children in Arizona are
•
166,000 kids enrolled in participating schools
obese
•
56,000+ Views in YouTube
41% of Hispanic Boys are obese or overweight compared to 28% of White boys.
Recap The Join the Challenge: Dance Workout Video for Kids was a collaborative effort between the Maricopa County Department of Public Health, Phoenix Suns, Phoenix Mercury, and Univision to battle childhood obesity for Kids age Media coverage: univisionarizona.univision.com/salud/videos-desalud/video/2014-10-21/programa-contra-laobesidad-entre-menores The Video was is available to download at www.WeArePublicHealth.org
8-13. The video was used in classrooms to encourage kids to exercise during break times. The video was 40 minutes long and split into 10 minute low impact routines so that kids can do easily in the classroom, at home or during after school programs. The DVD was released in November 2014 and featured Suns and Mercury mascots, Univision talent as well as kids from Garfield Elementary.
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Hispanic Entertainment Insights ABOUT OYE!
SAMPLE SIZE
OYE! is a tool designed to bring a deeper understanding of the Hispanic consumer to brands through analysis of social conversation. OYE! not only identifies U.S. Hispanic conversation, but also analyzes the discussion based in Spanish, English or Spanglish. OYE! then derives meaning from that conversation to deliver insights on overall Hispanic use of social media as well as insights into Hispanic demographics and psychographics.
This report covers over 17,000 verified Hispanic conver-
DATA GATHERED
SUMMARY
sations about the topics of favorite actors/actresses, movies, video games, cable networks and more engaged with among the Hispanic community. A sample of general market conversations was analyzed as well to provide comparisons between ethnicity. All data was pulled between June 15th –and July 15th of 2015.
OYE! is a social data analysis tool. Samples of conversation on Twitter, Facebook and Instagram are pulled according to the privacy and security settings on those platforms. The data reviewed is both independently generated user content as well as comments about and replies to brand/ organization content. A large sample size of data is pulled from the full universe of data available to provide statistically relevant samples of the conversation.
In the entertainment industry Hispanics were found to talk
IDENTIFYING HISPANICS
game most discussed by the Hispanic audience.
about Latino musicians such as Selena Gomez who owned 29% of the total Hispanic conversation among other artists such as Pitbull and Romeo Santos. Netflix and SoundCloud dominated Hispanic mentions in their respective industries of streaming video and audio. Nintendo, with high affinity for the Mario Bros franchise, dominated video game console conversation while Call of Duty was the individual
While the use of the Spanish language in social media is a significant indicator that someone may be Hispanic, it is not the only identifier. Other factors are leveraged to identify Hispanics: name, images, location, following (who they follow as well as who follows them) all contribute to classifying a social profile as Hispanic. OYE! has created a proprietary technology to analyze and weight these factors to determine the likelihood the creator of a given piece of content is Hispanic.
The importance of the Hispanic moviegoer is an often mentioned theme and Minions was found to be the most popular movie, pushing 43% of the total movie conversation when evaluating the top 10 movies in theaters from June 15-July 15.
ALL FINDINGS 1. Selena Gomez was the most mentioned artist among Hispanics with 29% of the total conversa-
CONFIDENTIALITY
tion. 14% of the time fans expressed their admira-
OYE! leverages data that is available publicly either via purchase from 3rd party vendors and/or directly from the social platforms. OYE! does not violate any individual user’s privacy at the time of data collection. All conclusions about any individual’s race, gender, language preferences, etc. is
tion for her, mentioning their “love” for her. Mentions of Selena’s new song, “Good for You” drove 10% of total conversation. A final driver noticed was mentions of her recent Pantene sponsorship
kept secure and is not shared with any 3 party or client.
which drove 3% of the conversation.
rd
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Hispanic Entertainment Insights 2. Netflix was by far the Hispanic favorite as it was
6. The movie Minions drove the most mentions with
the most mentioned online movie platform with 97%
43% of the total conversation when evaluating the
of the conversation. Their hit series, “Orange is the
top 10 movies in theaters from June 15-July 15. On
New Black” pushed over 40% of the conversation.
average 9% of movie conversation was confirmed
Mentions of the movie Daredevil (5%) helped drive
to be from Hispanics while Minions over-indexed
conversation as well. Platforms Hulu and HBO Go
with the Latino audience gaining 12% from this
were not mentioned nearly as much by Hispanics
demographic. The movie, The Gallows also over
making up 3% of the conversation.
indexed with Hispanic mentions making up 10% of its total conversation. The majority of Minions posts
3. Nintendo was the most mentioned game console
were from users expressing their desire to see the
with 61% of the conversation. Games associated
movie.
with the Mario Brothers franchise propelled over 18% of Nintendo conversation. Smash Brothers
7. The Call of Duty video game was the most men-
was the next highest driver for Nintendo, owning
tioned game with 30% of the Hispanic total conver-
15% of that brand’s conversation. Additionally,
sation, 28% of the Call of Duty conversation was
the NES and WII systems helped inspire 11% and
sparked by the version Black Ops III, Hispanics also
10% of posts respectively. Xbox was the next high-
mentioned the version Advance Warfare 6% of the
est discussed console with 21% of the conversation
time.
but was highly varied in topics. The most discussed category among Hispanics was the game Elder
8. When comparing mentions of ‘favorite actors’
Scrolls, driving 3% of Xbox conversation. Finally,
among top entertainers both Hispanic and non-
PlayStation owned 18% of total conversation with
Hispanic, actor Adam Sandler drove 14% of total
mentions of the video game conference E3 power-
conversation from Non-Hispanics and 7% from His-
ing 25% of this brand’s conversation.
panics. 51% of Non-Hispanic conversation were shares/retweets about Adam Sandler meeting a
4. Univision was the TV channel driving the highest
cancer patient from Australia while 21% of Hispan-
conversation volume among Hispanics. The novela,
ics mentioned the same conversation.
“Lo Imperdonable” drove the highest quantity of mentions with 32% of the Univision conversation.
9. Actress, Scarlet Gruber (Venezuelan) was the most
Mentions of the hashtag, “Growing up Hispanic”
mentioned among Hispanics with 44% of the His-
also drove 11% of the Univision volume.
panic conversation. The largest segment of the Hispanic conversation came from a desperate (yet
5. SoundCloud (47%) was mentioned the most over
passionate) fan in Dallas, TX posting over 200
iHeartradio (34%) and Spotify (19%). Sound
Tweets tagging the actress, asking her to follow her
Cloud appears to be a popular music platform for
account.
Hispanics as they can create, upload, and share their music themselves. Conversation was very dis-
10. The TV channel, BET had mentions that were 3%
persed among users, the biggest topic found was
Hispanic and 97% were non-Hispanic. The BET
self-promotion of the song “Pour it Up” from a user,
awards were the highest driver for both Hispanics
Narada Vanegas with 4% of the conversation.
(84%) and for Non-Hispanics (65%).
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Selena Gomez and Pitbull Were The Most Mentioned Artists Among Hispanics Selena Gomez and Pitbull Were The Most Mentioned Artists Among Hispanics Driving Over Half The Total Conversation Driving Over Half The Total Conversation Top 5 Artists Mentioned by Hispanics June 15th-July 15th,2015
TOP 5 ARTISTS MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 29%
Selena Gomez
27%
Pitbull
14%
Romeo Santos
8%
Taylor Swift
6%
Ariana Grande
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Courtesy of
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Add OYE logo
SoundCloud Was The Most Mentioned Online Music Platform By Hispanics SoundCloud Was The Most Mentioned Online Music Platform By Hispanics
Top Online Music Platforms Mentioned by Hispanics June 15th – July 15th, 2015
TOP ONLINE MUSIC PLATFORMS MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 19%
47%
35%
SoundCloud
iheartradio
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations Data derived from verified Hispanic conversations nationwide.
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The BET Awards Were The Highest Driver For Both Hispanics And For Non-Hispanics (65%) The BET Awards Were(84%) The Highest Driver For Both Hispanics (84%) And For Non-Hispanics (65%) TV Channel BET – BET Awards by Race June 15th – July 15th, 2015
TV CHANNEL BET – BET AWARDS BY RACE JUNE 15 – JULY 15, 2015
BET Channel
3%
BET Awards By Race
84% 65%
97%
Hispanics
Non-Hispanics
Hispanic
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide. Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Non-Hispanic Courtesy of
Add OYE logo
Netflix Was By Far The Hispanic Favorite As It Was The Most Mentioned Online Movie Platform With 97% Of The Conversation Netflix Was By Far The Hispanic Favorite As It Was The Most Mentioned Online Movie Platform With 97% Of The Conversation Top Online Movie Platforms for Hispanics
15th-July 15th, 2015 FOR HISPANICS TOP ONLINE June MOVIE PLATFORMS JUNE 15 – JULY 15, 2015
3% 1%
97%
Netflix
Hulu
HBO GO
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide. conversations nationwide.
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The Movie ‘Minions’ Drove The Most Hispanic Mentions, Which Overall Accounted For
H I S P A N I C
M A R K E T
CONSUMER
TOP MOVIE MENTIONS – MINIONS MOVIE MENTIONS
The Movie Minions Drove The Most HispanicBY Mentions, RACE Overall Hispanic Mentions Of The Movie Minions Accounted For 12% Of Total Conversation
Top Movie Mentions – Minions Movie June 15th – July 15th, 2
JUNE 15 – JULY 15, 2015
10%
Dope
88%
6%
Inside out
Of The Total Conversation
Minions
8%
Max
12%
12%
59%
Minions
5%
Amy
Non-Hispanics
Hispanics
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Courtesy of
Nintendo Was The Most Mentioned Game Console By Hispanics, Driving 61% Of The Conversation Nintendo Was The Most Mentioned Game Console By Hispanics, Driving 61% Of The Conversation Top Game Consoles Used by Hispanics TOP GAME CONSOLES USED BY HISPANICS June 15th-July 15th, 2015 JUNE 15 – JULY 15, 2015
18%
61% 21%
Nintendo
Xbox
PlayStation
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
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The Call Of Duty Video Game Was The Most Mentioned The Call Of Duty Video Game Was The Most Mentioned Game With 30% Of The Hispanic Total Conversation Game With 30% Of The Hispanic Total Conversation Top Video Games Mentioned By Hispanics June 15th – July 15th, 2015
TOP VIDEO GAMES MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 30%
Call of Duty
28%
Halo
10%
Bungie
9%
Need For Speed
6%
Assassin's Creed
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide. Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
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57
The law firm of Quarles & Brady is a proud sponsor of the Arizona Hispanic Chamber of Commerce.
For more information about our legal services, please contact Leonardo Loo at (602) 229-5638 or leonardo.loo@quarles.com.
quarles.com
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$49 Million
Spent By Phoenix Hispanics On Motion Picture Admissions In 2014
22
%
That’s
H I S P A N I C
Of The Total Spent On Movie Admissions
Source: Hispanic Market Weekly, Vol. 17, Issue 41, October 21, 2013 Courtesy of
Phoenix Hispanics Have Influence At The Movie Theater Cash Register
66
%
More Likely To See A Movie Opening Weekend
41
%
More Likely To Go To Movies 4+ Times/Month
vs. vs.
22
%
Less Likely For Non-Hispanics
13
%
Less Likely For Non-Hispanics
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of
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395,000
Hispanics Visited A Casino In The Past 12 Months Source: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults 21+ Courtesy of
Eighty-Three Percent Of Phoenix Hispanics 21+ Visited A Casino In The Past Year And Played The Slots Vs. 73% Of Non-Hispanics Eighty-Three Percent Of Phoenix Hispanics 21+ Visited A Casino In The Past Year Played The Slots Vs. 73% Of Non-Hispanics Casino Activities in the Past 12 Months
CASINO ACTIVITIES IN THE PAST 12 MONTHS 90% 80%
83%
73%
70% 60% 50% 40%
26% 28%
30%
25% 22%
24%
33% 18%
20%
24%
10% 0%
Slot Machines
Stage Show/Concert
Bar/Nightclub
Hispanic
Upscale Restaurant
Table Games
Non-Hispanic
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Adults 21+; base: visited any casino in past year Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Adults 21+; base: visited any casino in past year
Courtesy ofCourtesy of
Casinos Visited in the Last Year
CasinoCasinos Patrons 21+, sorted by Hispanic % ) Phoenix Hispanic Casino Patrons Visit (Among Local Phoenix Hispanic Casino Patrons Visit Local Casinos
CASINOS VISITED IN THE LAST YEAR (AMONG CASINO PATRONS 21+, SORTED BY HISPANIC % ) 33%
30% 20%
32%
29% 21%
24%
16%
20%
17%
23%
20% 15%
14%
13% 8%
Casino Arizona
Vee Quiva Casino
Wild Horse Pass Casino
Talking Stick Fort McDowell Resort & Casino Casino
Hispanic
A Z 59
Harrah's AkChin Casino
Any Las Vegas Casino
Non-Hispanic
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix DMA, Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Source: Months Base: Adults 21+ Who Visited Any Casino in the Past 12 Months
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Forty-Five Percent of Phoenix Hispanics Purchase Lottery Tickets and Scratch-Off Tickets are their Favorite Forty-Five Percent of Phoenix Hispanic Purchase Lottery Tickets and Scratch-Off Tickets are their Favorite Types of Lottery Tickets Purchased
TYPES OF LOTTERY TICKETS PURCHASED
80%
71% 70% 60%
64%
64%
59%
47%
50% 40%
29%
30% 20% 10% 0%
Scratch-Off Tickets
Powerball Tickets
Hispanic
Other Tickets
Non-Hispanic
Sources: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults DMA; Base: Purchased a lottery ticket Sources: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults21+, 21+, Phoenix Phoenix DMA; in the past 30Base: daysPurchased a lottery ticket in the past 30 days
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Notes
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Thirty-Seven Percent Of Phoenix Hispanic Adults 18-49 Thirty Percent Of Phoenix Hispanic Adults 18-49 With Kids Visited A Theme Park Last Year With Kids Visited A Theme Park Last Year
37%
63%
Non-Hispanic Hispanic
Hispanic
Source: PhoenixBase: Hispanic 2015 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids under 18 Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), AdultsScarborough 18-49 with 1+ kidsRelease under 18 Courtesy of
Phoenix Hispanics Are More Likely To Visit Theme Parks Phoenix Hispanics Are More Likely To Visit Theme Parks
Theme/Water Park Visited in the Past Year - Index
THEME/WATER PARK VISITED IN THE PAST YEAR - INDEX
180
163
160 140 120
150
149
127 111
100
82
80 60 40 20 0
Castles & Coasters
Wet 'n' Wild
Hispanics
Other Theme Park
Non-Hispanics
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids under 18 under 18 Courtesy of
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The National Electorate Is Increasingly Diverse The National Electorate Is Increasingly Diverse
The percentage the iselectorate that is white is20 dramatically declining. • The percentage of the electorate that of is white dramatically declining. In the last years, white voters are making up 2-4% less of the overall electorate than the previous presidential election Beginning in 1992, white voters made up 2-4% less of the overall electorate than in each previous presidential election.
88%
88%
85%
85%
83%
83%
81%
77%
74%
72%
17%
19%
23%
26%
28%
1996
2000
2004
2008
2012
12%
12%
13%
13%
16%
1976
1980
1984
1988
1992
Non-Hispanic Whites
Minorities
Source: Resurgent Republic
Advertising Plays Significant Role
urce: Resurgent Republic
PERCENT THAT PREFERS TO RECEIVE CAMPAIGN INFORMATION VIA
TV Advertising
Radio Advertising
Newspaper Advertising
40 26 25 %
%
%
Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
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President Obama’s Favorability Is High Among Millennials and Democratic Hispanics President Obama’s Favorability Is High Among Millennials and Democratic Hispanics…
Favorability: President Barack Obama
FAVORABILITY: PRESIDENT BARACK OBAMA 39%
Independent
Party ID
Rep
48% 78%
14% 13%
Dem
77% 31%
Non-Millennials (35+)
58%
25%
Millennials (18-34)
62%
30%
Overall
59%
Unfavorable
Favorable
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore
Source: Univision’s Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Information,Hispanic/Latino May 2014. Research and Moore Information, May 2014.
The Majority Of Hispanic Voters Have Favorable Opinions Of President Obama And The Democratic Party The Majority Of Hispanic Voters Have Favorable Opinions Of President Obama And The Democratic Party
Phoenix DMA Hispanics
PHOENIX DMA HISPANICS 10%
28%
Democratic Party
10%
60%
30%
President Obama
59%
21%
41%
US Congress
35% 14%
55%
Republican Party
28% 25%
Tea Party
44%
15% No opinion/never heard of
Unfavorable
Favorable
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Research and Moore Information, May 2014. Information, May 2014.
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Overall, 78% Of Hispanics Are In Favor Of A Path To Citizenship, 85% Among Hispanic Millennials
Overall, 78% of Hispanics are in Favor of a Path to Citizenship, 85% among Hispanic Millennials “Generally speaking, do you favor or oppose a path to citizenship for undocumented immigrants?”
85% 78%
“GENERALLY SPEAKING, DO YOU FAVOR OR OPPOSE A PATH TO CITIZENSHIP FOR
15%
UNDOCUMENTED
12%
6%
IMMIGRANTS?” Favor
Oppose
Overall
3%
Don't know
Millennials
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
Making College More Affordable Tops The List For Education Improvement “Which one of the following, in your opinion, would do the IN most to improve education in our country?” “WHICH ONE OF THE FOLLOWING, YOUR OPINION, WOULD DO THE MOST
MakingCollege MoreAffordable Tops TheListForEducation Improvement
TO IMPROVE EDUCATION IN OUR COUNTRY?” 2%
School vouchers
3% 4%
More charter schools
5% 6%
Increase funding for early childhood education programs
6% 5%
Increase funding for vocational education and training
7% 3%
More accountability for teachers
8%
Ensure all schools have necessary resources regardless of their neighborhoods
13% 17%
Increase funding for K-12 education Making college more affordable
Millennials
27%
20%
40% 28%
Overall
Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014. Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
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When Voting, Education And Jobs Are The Most Important Issues For Hispanics. Education Is Significantly More When Voting, Education And Jobs Are The Most Important Issues For Hispanics. Education Being Significantly More ImportantFor For The Younger Generation of Generation Hispanics. Important The Younger ofof Hispanics “Which one the following issues is most important in your vote for Congress and U.S. Senator, a candidate’s position on …”
11%
Crime and personal safety
“WHICH ONE OF THE FOLLOWING ISSUES IS MOST IMPORTANT IN YOUR VOTE FOR CONGRESS AND U.S. SENATOR, A CANDIDATE’S POSITION ON …”
How what they do will affect my personal economy Health care Government spending and the deficit Social Security and Medicare Immigration Jobs
6%
10% 7% 5% 9% 11% 11% 3% 12% 15% 12% 18% 19%
Education
Millennials
27%
21%
Overall
Source: Univision’s Hispanic/Latino VoterUnivision’s Surveys: Hispanic/Latino California, Texas, DMA, Phoenix DMA , DMA, MiamiPhoenix DMA DMA and ,Tampa/Orlando DMAs conducted collaboration with David Source: Voter Chicago Surveys: California, Texas, Chicago Miami DMA and Tampa/Orlando DMAsinconducted in collaboration withBinder David Binder Research and Moore Research and Moore Information, Information, May 2014.May 2014.
What Influences Their Vote? “WHICH ONE OF THE FOLLOWING WOULD YOU SAY HAS THE GREATEST INFLUENCE ON YOUR DECISION TO VOTE IN ELECTIONS?” ALL
MILLENNIALS
38%
CANDIDATE DEBATES
43%
CANDIDATE DEBATES
16%
CANDIDATE INTERVIEWS
17%
CANDIDATE INTERVIEWS
13%
LOCAL NEWS COVERAGE
14%
LOCAL NEWS COVERAGE
11%
CAMPAIGN ADVERTISING
13%
CAMPAIGN ADVERTISING
10%
FAMILY AND FRIENDS
13%
FAMILY AND FRIENDS
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
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Consistent Communication Is The Most Important Consistent Communication Is The Most Important Determinant For The Hispanic Vote Determinant For TOTAL The Hispanic Vote “If you could tell a candidate who wants your vote one thing that would help them get your vote, which one of the following things would you say?”
TOTAL
“IF YOU COULD TELL A CANDIDATE WHO WANTS YOUR VOTE ONE THING THAT WOULD HELP THEM GET YOUR VOTE, WHICH ONE OF THE FOLLOWING THINGS WOULD YOU SAY?”
9%
Talk to me directly, in Spanish if you can
Make your message simple
13%
Meet the people
14%
25%
Tell me who you are and what you represent
32%
Communicate consistently, not just before the election
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
urce: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore ormation, May 2014.
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Arizona Hispanics Represent 18% Of The Total Electorate & 32% Adult 18-24 Voters REGISTERED VOTERS
TOTAL
HISPANIC
% HISPANIC
ARIZONA
2,886,972
519,212
18%
REGISTERED VOTERS BY AGE
TOTAL
HISPANIC
% HISPANIC
18 TO 24
220,928
70,038
25 TO 34
425,226
107,347
35 TO 49
656,024
137,081
50 TO 64
797,286
120,891
65+
786,165
83,731
32% 25% 21% 15% 11%
ARIZONA HISPANIC REGISTERED VOTER
46 % 54 GENDER
%
Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, State of Arizona
Arizona Latino Voter Party Affiliation
REGISTERED VOTERS
TOTAL
HISPANIC
% HISPANIC
ARIZONA
2,886,972
519,212
18%
REGISTERED VOTERS BY PARTY
TOTAL
HISPANIC
% HISPANIC
DEMOCRAT
845,044
233,177
REPUBLICAN
997,434
78,298
INDEPENDENT
993,425
200,850
OTHER
51,069
6,887
28% 8% 20% 13%
% TOTAL
% HISPANIC
29% 35% 34% 2%
45% 15% 39% 1%
% Of Total Registered Voters By Party
DEMOCRAT REPUBLICAN INDEPENDENT OTHER
Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, State of Arizona
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Phoenix Hispanics Represent 15% Of The Total Electorate & 29% Adult 18-24 Voters REGISTERED VOTERS
TOTAL
HISPANIC
% HISPANIC
PHOENIX DMA
2,259,668
348,675
15%
REGISTERED VOTERS BY AGE
TOTAL
HISPANIC
% HISPANIC
18 TO 24
170,889
48,751
25 TO 34
332,134
73,031
35 TO 49
526,749
93,714
50 TO 64
624,291
80,069
65+
604,550
53,031
29% 22% 18% 13% 9%
PHOENIX HISPANIC REGISTERED VOTER
47 % 53 GENDER
%
Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Phoenix (Prescott) DMA
Phoenix Latino Voter Party Affiliation
REGISTERED VOTERS
TOTAL
HISPANIC
% HISPANIC
PHOENIX DMA
2,259,668
348,675
15%
REGISTERED VOTERS BY PARTY
TOTAL
HISPANIC
% HISPANIC
DEMOCRAT
616,430
148,751
REPUBLICAN
812,050
54,297
INDEPENDENT
788,263
140,659
OTHER
42,925
4,968
24% 7% 18% 12%
% TOTAL
% HISPANIC
27% 36% 35% 2%
43% 16% 40% 1%
% Of Total Registered Voters By Party
DEMOCRAT REPUBLICAN INDEPENDENT OTHER
Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Phoenix DMA
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PHOENIX DMA HISPANIC ELECTORATE Phoenix DMA Hispanic Electorate AGES 18+ Ages 18+
1 in 5 Phoenix DMA Hispanics is a Millennial
1 In 5
21%
Phoenix DMA Hispanics Is A
Millennial
47%
33%
55+
Age 35-54
Age 18-34
Source: Univision’s Hispanic/Latino Voter Surveys:Source: California, Texas,Hispanic/Latino Chicago DMA, Phoenix , Miami DMA and DMA, Tampa/Orlando Univision’s Voter Surveys:DMA California, Texas, Chicago Phoenix DMADMAs , Miamiconducted in collaboration with David Binder DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Research and Moore Information, May 2014. Information, May 2014.
High Percentage of the Phoenix DMA Hispanic Electorate is Bilingual
High Percentage of the Phoenix DMA Hispanic Electorate is Bilingual
Language use Hispanic vo Phoe
LANGUAGE USED AT HOME AMONG HISPANIC VOTERS THAT RESIDE IN PHOENIX DMA
19%
*Bilingual includes: Mostly Spanish but some English, Spanish and English about equally, Mostly English but some Spanish.
65%
16% Phoenix Only Spanish
Bilingual
Only English
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
*Bilingual includes: Mostly Spanish but A Z DA O S about some English, Spanish andTEnglish 69 equally, Mostly English but some Spanish .
2 0 Source: 1 5Univision’s Hispanic/Latino Voter Surveys: California, Texa
DMA and Tampa/Orlando DMAs conducted in collaboration with D Information, May 2014.
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Except for Millennials, Phoenix DMA Hispanic Voters Are Pessimistic “IN GENERAL, HOW DO YOU THINK THINGS IN THE PHOENIX DMA ARE GOING? – ARE IN THE DIRECTION, “JustTHINGS in general,MOVING how do you think thingsRIGHT in the Phoenix DMA are going – are things Phoenix DMAHispanicVoe t rsArePessimisitc in the THE right direction, or are things off on the wrong track?” OR ARE THINGSmoving OFF ON WRONG TRACK?”
47%
52%
51%
50%
49% 42%
36%
Overall
35%
Millennials (18-34)
32%
43%
40%
31%
Non-Millennials (35+)
Right Direction
Democrat
Republican
Independent
Wrong Track
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder
Source: Univision’s Hispanic/Latino VoterInformation, Surveys: California, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014. Research and Moore May Texas, 2014.
Three-Fourths of Hispanic Voters
73
Consume Media in Spanish
%
In The Phoenix DMA
(TV, RADIO, NEWSPAPERS)
Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
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A Sense of Duty Motivates Them to Vote “I want to do my part. Sometimes we take for granted the possibility we have of voting, and we have to take advantage of that for our future and our kids. If we don’t vote, we are leaving the responsibility to others to decide our future.” —Older bilingual millennial Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.
Tucson Hispanics Represent 25% Of The Total Electorate & 39% Adult 18-24 Voters REGISTERED VOTERS
TOTAL
HISPANIC
% HISPANIC
TUCSON DMA
537,731
134,727
25%
REGISTERED VOTERS BY AGE
TOTAL
HISPANIC
% HISPANIC
18 TO 24
41,000
16,103
25 TO 34
76,628
26,085
35 TO 49
108,476
33,889
50 TO 64
151,245
33,097
65+
160,170
25,518
39% 34% 31% 22% 16%
TUCSON DMA HISPANIC REGISTERED VOTER
47 % 53 GENDER
Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Tucson (Sierra Vista) DMA
For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!
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Do anything you imagine, like paint with light. Introducing Gigablast Internet from Cox. With 100x the power, it wonâ&#x20AC;&#x2122;t just change the Internet, it will change the way we live. How will you live the Gig Life? Visit cox.com/GigLife Š2015 Cox Communications, Inc. All rights reserved. Available in select Cox service areas. Speed comparison based on maximum download speed of Cox Gigablast service (1 Gbps) vs. U.S. average DSL speed (10.6 Mbps) per www.dslreports.com/speedtest/results/country as of 08/08/2015. Actual speeds may vary. Check cox.com/GigLife for service availability in your area and other information. Other restrictions may apply.
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TECHNOLOGY
“The information provided by DATOS is a valuable resource, and is essential reading for anyone in public policy, working with nonprofits or wanting their business to thrive.” —Suzanne Pfister, President and CEO, St. Luke’s Health Initiatives
Hispanics Narrow The Digital Divide In a wide range of categories from cellphone and smartphone
Among the reason PwC study cites for high mobile phone
usage to social media and Internet access, U.S. Hispanics are
usage among Hispanics:
adopting new media technology at a record pace and nar-
•
rowing the digital divide.
Hispanic consumers also report that mobile technology is appealing to them given its relative affordability.
“Hispanic consumers have adopted and embraced mobile
•
technology at an equivalent or greater extent than Non-
Hispanic consumers mentioned the appeal of mobile devices as an intriguing “new toy.”
Hispanics across a wide variety of activities,” a PricewaterhouseCoopers (PwC) study found. “Among Hispanic consum-
•
ers who use mobile devices, smartphone and tablet ownership
Through streaming and downloading content, especially from free sites, mobile technology provides
is similar, but frequency of mobile device usage skews higher
access to a full complement of video entertainment
among Hispanic consumers across a wide array of activities.”
(including Spanish language, as desired).
For example, the percentage of Hispanics using mobile phones
Of the approximately 970,000 Hispanic adults in the Phoenix
has reached parity with the general population nationwide, according to the Journal of Medical Internet Research. His-
metro area, 89 percent, or 860,000, go online, according to
panics are more likely than Non-Hispanics to use their smart-
a 2015 Hispanic Scarborough survey. Of the approximately
phones for a variety of activities, including downloading elec-
298,000 Hispanic adults in the Tucson metro area, 84 per-
tronic coupons, paying for goods and services with a credit
cent, or 249,000, go online.
card and downloading a video, according to the findings in
Scarborough also reports that Internet access among Hispan-
PwC’s Consumer Intelligence series called “Mi Movíl.” That
ics in Phoenix has grown 28 percent since 2010. More than
report also concluded that Hispanics are also more likely to
half of Hispanic households in Phoenix have a laptop or desk-
own a smartphone or tablet than Non-Hispanics.
top computer, as compared to 70 percent of Non-Hispanic
In Phoenix, the percentage of Hispanics who own a mobile
households. Asked in a survey by Simmons NHCS if the Inter-
device has now surpassed mobile device ownership by Non-
net is a “trusted medium,” 63 percent of Hispanics said “yes.”
Hispanics, 87 to 79 percent, according to a 2015 Hispanic Scarborough survey. In the 10 major urban markets, which
Hispanics are big social media fans. As Facebook’s audience
account for more than 80 percent of the U.S. Hispanic popula-
topped 1 billion in August, 90 percent of Hispanics online
tion, Phoenix has the third highest rate of smartphone penetra-
use social media. Hispanic Scarborough also found that 67
tion behind Denver and Dallas and just ahead of Houston.
percent of Hispanics with smartphones use social media apps.
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Hispanic Usage Of Technology Is Gaining Parity CONSUMER TECHNOLOGY CHAPTER 3 Adjusted Digital Technology Usage Percentages by Race/Ethnic Group
BEHAVIOR
Hispanic Usage Of Technology Is Gaining Parity
96% 96% ADJUSTED DIGITAL TECHNOLOGY USAGE PERCENTAGES BY RACE/ETHNIC GROUP 91% Use Internet via Smartphone (b) 85% 91% Use Email (b) 82% 81% Use Text (b) 80% 79% Use Facebook (b) 74% 79% Use Internet via Computer (b) 61% 58% Download any apps 44% 38% Use Twitter (b) 18% 20% Download health apps 12% Use Mobile Phone (a,b)
All (N=904)
Latino (N=248)
Mobile phone=non-smartphones+smartphones. At least 1x/week in the last month. (a) Mobile phone=non-smartphones+smar tph ones. Some variables have missing data, percentages are based on the n for each individual variable per group. (b) At least 1x/week in the last month. Source: JMIR Mhealth Uhealth. 2014 Oct-Dec; 2(4): Some variables have missing data, percentages are based on the n for each individual variable per group.e43 Source: JMIR Mhealth Uhealth. 2014 Oct-Dec; 2(4): e43 www.ncbi.nlm.nih.gov/pmc/articles/PMC4259923/table/table2/ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4259923/table/table2/
Hispanics Are More Likely Than Non-Hispanics To Use Hispanics MoreToLikely Than Non-Hispanics To Use Their Are Phone Go Online Than A Computer Their Phone To Go Online Than A Computer
PERCENT OF SMARTPHONE OWNERS WHO USE THEIR PHONE TO GO ONLINE Percent of Smartphone Owners WhoTHAN Use Their Phone to go Online More Than a Computer MORE A COMPUTER
Hispanic
Non-Hispanic
45
38
%
%
Source: Experian Marketing Services, 2014 http://www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/
Source: Experian Marketing Services, 2014 www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/
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Hispanics Are More Likely To Use Messaging And Visit Websites On Their Smartphone Than Non-Hispanics SMARTPHONE ACTIVITIES DURING A TYPICAL WEEK HISPANIC
NON-HISPANIC
Messaging
93%
91%
Talk
92%
93%
Visit Websites
90%
89%
80%
82%
Social Network
71%
70%
Download apps
69%
69%
Play games
57%
56%
Watch video
55%
40%
Camera
53%
53%
GPS
48%
40%
Listen to music
36%
31%
IM/Chat
36%
21%
Read News
17%
19%
Source: Experian Marketing Services, 2014 www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/
Hispanics Are More Likely To Use Their Phones While Engaging In A Variety Of Activities
Hispanics MoreDoing Likely Use Their Phones PercentAre of Respondents These To Activities At Least Once a Week While Engaging In A Variety Of Activities
27% 24%
Use an app to access a business network
25% 17%
Download electronic coupons which are then scanned at the store register from my phone Pay for physical goods/services in a store with a credit/debit card electronically stored on my phone Use an app to access customer service/get answers regarding Internet (cell service)
13% 12%
Make travel reservations or purchases online (e.g. airline, hotel, car rental, train ticket, etc.) Purchase movie/show tickets Purchase tickets to a live show, concert or sporting event
Hispanics
9% 9% 7%
A Z 75
15%
10% 6%
Non-Hispanics
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17%
13%
Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf
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21%
19% 13%
Get loyalty/points at checkout when using my phone to pay (replaces loyalty cards) Download (permanently transfer a video file from the internet), e.g. a movie/TV show
24%
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Hispanic Consumers Stream and Download
Hispanic Consumers Stream and Download Video VideoContent ContentMore More Than Non-Hispanics Than Non-Hispanics Percent of respondents doing activity at least once per week
PERCENT OF RESPONDENTS DOING ACTIVITY AT LEAST ONCE PER WEEK
43% 37% 25% 17%
Streaming Video
Downloading Video
Hispanics
Non-Hispanics
Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf
www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf
Among Mobile Users, Hispanics Tend To Own More Among Mobile Users, Hispanics TendThan To Own More Smartphones Smartphones And Tablets Non-Hispanics And Tablets Than Non-Hispanics
Device Ownership Among MobileUSERS Users DEVICE OWNERSHIP AMONG MOBILE
95% 93%
Smartphone
53% 51%
Tablet
65%
Laptop
73%
54% 53%
Desktop Computer
Hispanics
Non-Hispanics
Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf
Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf
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Latinos And Blacks Are More Likely Than Whites To Use Instagram, But Less Likely To Use Pinterest Latinos%And AreUSERS More Likely Whites To Use Instagram, ButRACE Less Likely To Use Pinterest OF Blacks INTERNET WHO Than USE EACH SOCIAL MEDIA SITE, BY AND ETHNICITY % of internet users who use each social media site, by race and ethnicity
Black
Latino 73%
34%
Instagram Twitter Pinterest LinkedIn
67%
38%
25%
27%
21%
12%
18%
28%
White
All 71%
Facebook Instagram
21%
21%
32%
29%
71%
26% 23%
28%
28%
Source: Pew Research Center’s Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014. N=1,445 internet Users
Source:http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/ Pew Research Center’s Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014. N=1,445 internet Users www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/
The Mobile Phone/Smartphone Is Quickly Becoming The Device Of Choice To Access The Mobile Phone / Smartphone Is Quickly The Internet By Hispanic Users Becoming The
Device Of Choice To Access The Internet By Hispanic Users
PRIMARY DEVICE USED TOToACCESS THEinternet INTERNET ACCORDING TO US HISPANIC INTERNET USERS Primary Device Used Access the according to US Hispanic Internet Users, 2012-2014 2012-2014 48%
2012
41%
2013
2014
24%
24%
34%
Laptop
16%
22%
24%
Desktop Computer
26%
Mobile Phone/Smartphone
Tablet
Note: Ages 18+; numbers may not add up to 100% due to rounding Note: Ages 18+; numbers may not add up to 100% due to rounding Source: Gfk, “The Quest: Connect In-Language or In-Culture Across Generations,” 2014 Source:Unended Gfk, “The Unended Quest:How How toto Connect In-Language or In-Culture Across Generations,” 2014 http://www.emarketer.com/Article/Hispanics-Dont-Skimp-on-Mobile-Data/1012192 www.emarketer.com/Article/Hispanics-Dont-Skimp-on-Mobile-Data/1012192
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4% 2% 4%
4% 2% 5%
8% 3% 4%
Netbook
Other
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Hispanics Are Active Digital Consumers The Internet Is A Trusted Medium
Increased Access To Information
%
%
63
Using For Entertainment
54
Agree, “For Information, The First Place I Look Is The Internet”
36
%
Agree, “The Internet Has Increased My Desire To Search For Information”
Agree, “The Internet Has Become A Primary Source Of Entertainment For My Family” vs. 30% Non-Hispanic
Source: Simmons NHCS Winter 2015, Full Year. Base: Hispanic A18+ Online User (used any websites in the last 30 days).
Courtesy of Hispanic Internet Access Lags Slightly Behind Non-Hispanic
U.S. Adults 18+ Who Access The Internet
U.S. ADULTS 18+ WHO ACCESS THE INTERNET
Hispanic Internet Access Lags Slightly Behind Non-Hispanic
Hispanic
Non-Hispanic 83.5%
81.3%
88.9%
80.0%
77.8%
86.4% 85.6%
74.2% 74.7%
84.7%
+5%
+13% 2010
2011
86.9% 87.0%
2012
2013
2014
2015
2010
2011
2012
2013
2014
2015
Courtesy of (Univision AZ logo)
Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population Adults 18+; “Online” defined as Access Internet - YES
Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population Adults 18+; “Online” defined as Access Internet - YES Courtesy of
Despite Access Issues, U.S. Hispanics Are Online More Increasingly Than Non-Hispanics Access Issues, U.S. Hispanics Are Online
Despite Those Who Have Been Online In Past 30 Days 2010-2015 More Increasingly Than Non-Hispanics THOSE WHO HAVE BEEN ONLINE IN PAST 30 DAYS – 2010-2015 75%
66%
61%
59%
43% 30%
21% 9%
3% A18-34
21%
A35-44
A45-54
Non-Hispanic
A55+
A18+
Hispanic
Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population US A18+; Base: Who have visited a website in past 30 days Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population US A18+; Base: Who have visited a website in past 30 days
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Phoenix Has…
967,000 Hispanic Adults
IN THE PHOENIX DMA
861,000
89%
838,000
87%
Hispanic Adults THAT ARE ONLINE
Hispanic Adults
WITH A MOBILE DEVICE
651,000
67%
Hispanic Adults ON SOCIAL MEDIA
Source: Hispanic Scarborough, Phoenix, 2015 Release 1 (Feb14-Jan15), Hispanics 18+ Courtesy of
Since 2010, Internet Use By Hispanics
Since 2010, Internet Use By Hispanics Grew 28% Points GrewVs.28% Vs. Non-Hispanics 9% Non-Hispanics 9% Points Internet Penetration in Phoenix
INTERNET PENETRATION IN PHOENIX 82%
61%
2010
84%
68%
2011
85%
84%
90%
91%
87%
89%
2014
2015
77%
74%
2012
2013
Non-Hispanics
Hispanics
Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Internet Use” defined as any Internet Access.
Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Internet Use” defined as any Internet Access.
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More Than Half Of Phoenix Hispanic Households Have A Desktop And/Or Laptop Computer More Than Half Of Phoenix Hispanic Households Have A Desktop And / Or Laptop Computer Technology Usage In Household
Phoenix-Metropolitan TECHNOLOGY USAGE IN HOUSEHOLD April/May 2015 PHOENIX-METROPOLITAN APRIL/MAY 2015 72.3%
70.9%
70.7%
65.7% 58.9%
55.5%
50.9% 42.3%
46.9%
39.3%
34.5% 22.9%
Basic Cellphone
Smartphone
Desktop Computer
Hispanic
Laptop Computer
Tablet Computer
E-Reader
Non-Hispanic
Source: WestTrack Market Monitor April/May 2015, WestGroup Research
Source: WestTrack Market Monitor April/May 2015, WestGroup Research
Half Of Phoenix Hispanic Households Conduct Online Banking And One-Third Make Half Of Phoenix Hispanic Households Conduct Online Banking And OneRegular Purchases Online Third Make Regular Purchases Online
Online Services Usage USAGE ONLINE SERVICES Phoenix-Metropolitan PHOENIX-METROPOLITAN April/May 2015 APRIL/MAY 2015
66.4% 54.0%
48.0% 34.9%
Conducts at least some online banking
Hispanic
Shops regularly online
Non-Hispanic
Source: WestTrack Market Monitor April/May 2015, WestGroup Research
Source: WestTrack Market Monitor April/May 2015, WestGroup Research
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Mobile Device Ownership By Phoenix Hispanics Has Now Surpassed Mobile Device Mobile Device OwnershipByByNon-Hispanics Phoenix Hispanics Has Now Ownership Surpassed Mobile Device Ownership By Non-Hispanics MOBILE DEVICE PENETRATION IN Phoenix PHOENIX Mobile Device Penetration in
100%
87%
90% 80%
79%
70% 60%
46%
50% 40%
41%
30%
17%
20% 10%
9%
0%
2010
2011
2012
2013
Non-Hispanics
2014
2015
Hispanics
Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Mobile Device” defined as a Tablet or Smartphone.
Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Mobile Device” defined as a Tablet or Smartphone.
Courtesy of (Univision AZ logo)
Courtesy of
Since Phoenix Hispanics Have At The The Since2010, 2010, Phoenix Hispanics HaveIncreased Increased At Same Usage SameRate Rate As Non-Hispanics Non-HispanicsWith WithSocial Social Media Media Usage Social Media Penetration in Phoenix SOCIAL MEDIA PENETRATION IN PHOENIX
47% 29%
37%
62%
57%
50%
68% 67%
59%
56%
43%
23%
2010
2011
2012
2013
Non-Hispanics
2014
2015
Hispanics
Courtesy of (Univision AZ logo) Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; Source: Hispanic Scarborough 1, Phoenix; “Social “Social Media” defined as having spent 2010-2015 any time on socialRelease media websites in the past 30 days.Media” defined as having spent any time on social media websites in the Courtesy of past 30 days.
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Phoenix Online Hispanics Top Website/Apps Visited During Past Month AMONG PHOENIX HISPANIC ONLINE ADULTS 18+ (SORTED BY HISPANIC %) WEBSITE/APP VISITED (PAST MONTH)
PHOENIX HISPANIC % COMPOSITION INDEX
WEBSITE/APP VISITED (PAST MONTH)
PHOENIX HISPANIC % COMPOSITION INDEX
1.
75%
105
11. Cox
20%
79
2.
69%
113
12. MSN
19%
117
3.
YouTube
59%
132
13. ESPN
19%
114
4.
craigslist
47%
127
14. Google+
18%
161
5.
Pandora
44%
168
15. Wikipedia
18%
78
6.
Netflix
40%
123
16. Pinterest
17%
126
7.
Yahoo!
36%
117
17. Bing
15%
86
8.
Amazon
36%
91
18. Groupon
14%
82
9.
eBay
25%
117
19. FOXNews
14%
91
10. Instagram
23%
170
20. ABCNews
13%
99
Source: Hispanic Scarborough Release 1 2015 (Feb14-Jan15), Phoenix, Hispanic Adults 18+; Base: Access Internet Index: % more or less likely than market’s average person
Courtesy of
Phoenix Online Hispanics Top Media Websites Visited During Past Month AMONG PHOENIX ONLINE HISPANIC ADULTS 18+ (SORTED BY HISPANIC %)
MEDIA WEBSITE VISITED (PAST MONTH) 1.
Azcentral.com/12 News online
2.
MyFoxPhoenix.com
3.
ABC15.com
4.
Cox.com
5.
AZFamily.com
6.
Univision.com/UnivisionArizona.com
7.
AZTV.com
8.
TelemundoArizona.com
9.
Power983.com (KKFR-FM)
PHOENIX HISPANIC % COMPOSITION
PHOENIX SPANISH-DOMINANT HISPANIC % COMPOSITION
21% 18% 15% 15% 13% 13% 7% 7% 5% 4% 3% 3% 2% 2% 2%
10. My45.com 11. Tricolor1035.com (KLNZ-FM) 12. KPHO.com 13. Mega1043.com (KAJM-FM) 14. Azthebeat.com (KNRJ-FM) 15. 1047kissfm.com (KZZP-FM)
7% 8% 7% 10% 5% 25% 1% 13% 3% 2% 5% 1% 0.1% 0% 3%
Source: Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix, Hispanic Adults 18+ and Span Dom Hispanic Adults 18+; Base: Access Internet
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PROFILES
Education Evangelist Preaches The Gospel Of Technology Jaime Casap Jaime Casap may have one of the most provocatively grandiose job titles around: Chief Education Evangelist.
Casap said he also been impressed by the students participating in the Young Entrepreneurs Academy, or YEA!, which teaches high schoolers from Phoenix Union the start-to-finish skills needed to launch and operate a small business. Casap served as a judge in last year’s regional YEA! competition. The national program trains thousands of students every year. Eighteen Phoenix Union students took part in the local YEA! program, sponsored by the Arizona Hispanic Chamber of Commerce.
Then again, he does work for Google, Inc., one of the most provocatively innovative technology companies on the planet. So, maybe his job title is a good fit. Casap’s mission is to promote the use of technology in education to students and educators around the world. It’s a big task, but Casap comes armed with big ideas. “What we need in education is iteration and innovation,” Casap says. “We need to continually iterate education in pursuit of making it a powerful, effective, and engaging learning experience.” While our nation has relied on an education model that allowed us to achieve tremendous progress over the past 150 years, Casap adds, “What we need to do now is to think about how education supports the economy that we’re facing, which is global, network-based and knowledge-based. We need a globally collaborative system. I believe technology is the catalyst to help us do that.” Casap says he is encouraged by the response he gets whenever he delivers his message to students, teachers and school administrators, as well as private industry leaders.
Phoenix Union is a predominantly Hispanic school district, and many of its students are low income or recent immigrants, factors that Casap says should never be viewed as an impediment. “I don’t believe in reality,” Casap said. “Reality is perception. Saying that we can’t do something because there is segregation or we have to solve poverty first are excuses.… The truth is that all kids have the potential to succeed if we set up the right structures.” The message Casap said he delivers to school administrators and education policymakers across the globe is that “innovation is hard work and it takes hard work to innovate.” It’s work that has to be done, said Casap, because innovation is what today’s world is demanding more and every day.
“I see lots of examples of people getting on board with that idea. I’m starting to see this in a lot of school systems in the country. I’m starting to see the empowerment of teachers and students and superintendents.” For example, Phoenix Union High School District is developing “The Phoenix Coding Academy” that will emphasize teaching programming and computer science. The academy is set to open in a building next door to Central High School in 2016.
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Photos Courtesy of Jaime Casap
In a recent interview with AZEDNEWS.com, Phoenix Union Superintendent Kent P. Scribner said, “We already have coding classes such as game development, web design, mobile app development and traditional application programming at several existing schools. Careers requiring coding and programming are exploding, and our students are underrepresented in the industry. They are the next generation of coders.”
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Phoenix Ranks 3rd In Hispanic Smartphone Penetration % OF HOUSEHOLDS WITH A SMARTPHONE
82%
HISPANIC TOTAL US
91%
DENVER
88%
DALLAS
85%
PHOENIX
85%
HOUSTON
83%
SAN FRANCISCO
83%
SACRAMENTO
83%
CHICAGO
79%
NEW YORK
78%
MIAMI
78%
LOS ANGELES
#3
And Hispanic Smartphone Penetration in Phoenix is Higher than the Phoenix Total
Source: Local Watch Report Quarter 2 2015, The Nielsen Company; Mobile Insights, P13+, FEB2015 vs FEB2014 Courtesy of
Phoenix Hispanic Smartphone/Tablet Ownership And Usage
77%
57%
of Phoenix Hispanic HH’s own Smartphones
of Phoenix Hispanic HH’s own Tablets
INDEX- VARIOUS WAYS HISPANICS USE INTERNET/APPS ON SMARTPHONE VS TABLET DOWNLOAD/ WATCH MOVIES
WATCH ONLINE SUBSCRIPTION SERVICE (NETFLIX, ETC)
WATCH VIDEOS (YOUTUBE, ETC)
LISTEN TO RADIO (LOCAL OR INTERNET)
DOWNLOAD/ BUY MUSIC (ITUNES, ETC)
DOWNLOAD/ PLAY GAMES
SOCIAL MEDIA
INSTANT MESSAGING
Smartphone
184
165
136
135
120
118
117
114
Tablet
122
64
101
159
110
83
83
72
Source: Hispanic Scarborough 2015 Release 1 (Feb14-Jan15) Phoenix, Hispanic Adults 18+; Index: % more or less likely than market’s average person; sorted by Smartphone
Courtesy of
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Hispanics Are Super Social!
90
%
of Online Hispanic Adults 18+ are Social Media Users vs. 86% of Non-Hispanics Content shared by Hispanics is
Hispanic Consumers
Share Content
35% more likely
5X
More Often
to be clicked on by others
Than Non-Hispanics Source: Simmons NHCS Winter 2015, Full year, Population Adults 18+; Base: “Online” defined as visited website/search engine in past 30 days; “Social Media User” defined by Simmons as visited social media websites in past 30 days, visited online sharing sites, or engaged in online social media activities (i.e. blogging) in past 30 days.
Courtesy of
Phoenix Hispanic Social Media Users
67
AMONG PHOENIX HISPANIC ADULTS 18+
% USE SOCIAL MEDIA APPS
TIME SPENT USING SOCIAL MEDIA PHOENIX HISPANICS % COMPOSITION
PHOENIX NON-HISPANICS % COMPOSITION
HISPANIC INDEX TO TOTAL
< 1 hour
40%
48%
117
1-2 hours
23%
28%
119
3-4 hours
13%
8%
189
5+ hours
12%
4%
272
TIME SPENT/AVG DAY
Source: Hispanic Scarborough 2015 Release 1(Feb14-Jan15) Phoenix, Hispanic Adults 18+; Base: Visited Social Media site past month Index: % more or less likely than market’s average person
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Hispanics Actively Use Actively Their Phones ForPhones Apps And Shopping Hispanics Use Their For Apps AndMobile Shopping Media Usage % MOBILE MEDIA USAGE %
60% 54% 39%
App Downloads
36%
Mobile Shopping
Hispanic
Non-Hispanic
Source: Nielsen, Mobile Insights, Q4 2014. Base: All Smartphone Users 2+
Courtesy of (Univision AZ logo)
Source: Nielsen, Mobile Insights, Q4 2014. Base: All Smartphone Users 2+
Netflix Usage Is Higher Among Hispanics Total US
Hispanics
Netflix (DVD/Streaming)
38%
45%
Netflix Streaming
35%
44%
Hulu Total
16%
16%
Hulu Plus
7%
7%
Basic Hulu
11%
11%
Amazon Prime Instant Video
15%
10%
Source: Nielsen, 2014 SUBSCRIPTION video-on-demand survey Courtesy of
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Tucson Has…
298,000 Hispanic Adults IN THE TUCSON DMA
249,000 Hispanic Adults
THAT ARE ONLINE
236,000 Hispanic Adults
WITH A MOBILE DEVICE
179,000 Hispanic Adults
ON SOCIAL MEDIA
84
%
79% 60%
Source: Scarborough, Tucson, 2015 Release 1 (Feb14-Jan15), Hispanics 18+ Courtesy of
For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!
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CASE STUDY
MassMutual MISSION
as reported by OYE! data include the launch of their Spanish
In early 2015, OYE! Business Intelligence partnered with
website in March as well as their partnership with ALPFA in
Fortune 100 financial institution MassMutual to compile 12
July. As of August 2015, MassMutual has experienced an
months of social media data from Hispanic consumers in the
upward trend in Hispanic online mentions with total conver-
financial industry. The goal was to use this data to build the
sation increasing month over month. Inspiring as well, are
best strategy to reach the Hispanic community as well as
OYE!’s findings that positive sentiment has increased consis-
bring more awareness of MassMutual’s extensive financial
tently for MassMutual, up to 60% in July of 2015. Overall,
education efforts among their target market. The plan was
the Hispanic community has responded very well to Mass-
to monitor publicly available online conversations via social
Mutual’s continued efforts and the brand has achieved un-
media in order to listen to what Hispanics were saying about
der 1% negative sentiment every month since measurement
the brand as well as their competitors in the industry.
began in January 2014.
APPROACH
Other valuable insights MassMutual learned through the
OYE! was used to closely monitor all relevant online conver-
data included: •
sations surrounding the MassMutual brand among Hispan-
The financial service industry’s top 5 brands that de-
ics. Among other marketing data the OYE! solution tracked
livered over 75% of share of voice among the US
were the conversation drivers, volume, and sentiment of
Hispanics in 2014 were New York Life, State Farm,
conversations. OYE! analyzed the conversations Hispanic
Allstate, MetLife and Farmers. •
consumers were already saying about the brand and helped
Brands that appeared in the top 5 had dedicated
MassMutual understand the different aspects of where their
campaigns directed at Hispanics such as Ritmo De
most useful audience segments are as well as to create cam-
Cambio from State Farm. •
paigns tailored to the identified audience. A report was
Hispanics tended to use Spanish more frequently
compiled to provide key insights to the MassMutual team on
when they generated their own social media con-
the Hispanic audience and was supported by recommenda-
tent than when responding to content published by
tions on ways to engage the consumers from OYE!.
brands or influencers in English. •
Conversation spiked throughout the year around
RESULTS
Hispanic Awareness Month and during campaigns
Based on the marketing data insights and observations that
designed to deliver Hispanic engagement such as
were found during the online listening process, OYE! was
partners with local causes and non-profits. •
able to make recommendations aimed at improving involve-
The 35-44 age group was the highest engaged
ment between the online Hispanic community and the Mass-
group in the financial services industry. Although,
Mutual brand. By using OYE! insights on a monthly basis as
male conversation was more prevalent at 56%, it
part of their overall strategy, MassMutual has grown their en-
was noted that in younger age groups, Hispanic
gagement with the Hispanic community compared to 2014.
women are more heavily engaged in the conversa-
Efforts that have driven high awareness throughout the year
tion.
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MassMutual Case Study
MassMutual above mentioning their activation with partner, ALPFA and their 2015 convention with Spanish postings.
MassMutual’s progress in the last three months in increasing Hispanic conversation.
For more information, contact Eric Diaz, Nativa Multicultural Communications Co-owner and Co-Founder of OYE! Business Intelligence at 602-277-0224
Through online listening, OYE! was able to identify agency superstars such as MassMutual South Texas in their post above supporting the Latina Leadership Institute through the San Antonio Hispanic Chamber of Commerce.
www.thenativa.com www.linkedin.com/in/ediaz33
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Photos Courtesy of Oye!
MassMutual was able to drive Bilingual language for the month of July through their partnership with ALPFA.
PHOENIX, DO YOU KNOW WHO YOUR CUSTOMERS ARE?
American Indian Non-Hispanic 2% Other Non-Hispanic Asian Non-Hispanic 2% Black Non-Hispanic 4% 5%
Hispanic 31%
% Population 2015
White Non-Hispanic 56%
The Phoenix Metro area includes the counties of Pinal and Maricopa. The Hispanic population in Arizona continues to grow at historically high rates, more than tripling in the period between 1990 and 2015. In addition, the Asian population in the Phoenix area has shown significant growth of more than 140% between 2000 and 2015 and is forecasted to grow more than 20% through 2019.
Population Across Years
1,800,000 1,600,000
If you are interested in growing your business, you need to be communicating with these high-growth populations in a manner that addresses their cultures and needs directly. The Geoscape Intelligence System (GIS) can help you understand local populations within each of these segments and boost your sales and ROI quickly and easily. For a FREE test drive of the system visit: www.Geoscape.com/testdrive
1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000
For more information, contact Geoscape at 1-888-211-9353
0 2000
2010
2015
2020
Hispanic
817,021
1,235,718
1,389,987
1,543,188
Black Non-Hispanic Asian Non-Hispanic
113,185 65,557
193,497 134,415
230,244 172,384
267,065 211,310
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“Univision Local Media-Arizona is delighted to partner with DATOS to supply data that is critical to businesses in Arizona. As the #1 Spanish local media company we realize the importance of quality research and take pride in providing actionable insights that empowers the Arizona business community.” —Roberto Yañez, Vice President and General Manager, Univision Local Media Arizona
U.S. Now Home To Second-Largest Population Of Spanish Speakers In The World, As Advertising Dollars Aimed At Hispanics Grows Rapidly There are now more Spanish speakers in the United States than any other country in the world except Mexico, according to a 2015 study by Instituto Cervantes, a prestigious international think tank.
to Latinos requires a constant, close analysis of the market’s increasingly nuanced data trends. In Phoenix today, for instance, 81 percent of Hispanics speak at least some Spanish at home, according to Nielsen. A Hispanic Scarborough Study released earlier this year, meanwhile, found that 93 percent of Spanish-language television viewers speak Spanish at home while for 79 percent of that same group English is the preferred language outside of the home.
More than 52 million people in the U.S. are either native Spanish speakers or bilingual. That is larger than the population of Spain and Colombia, as well as all other countries in Central and South America. Only Mexico, with 121 million people, has a larger Spanish-speaking population. Instituto Cervantes further estimates that by 2050, the U.S. will be home to 138 million Spanish speakers, the largest number of Spanish speakers on earth.
Plug “New Media” in the equation and the exploding demand for digital video devices and the market’s dynamics grow even more complicated. Among the coveted 18-34 age group, Hispanics are spending more time watching digital video than any other age group among Hispanics. Those in the 18-34 age category spend about 30 percent more time watching digital video than viewers in the 50 to 64 age group.
While it’s important to note that all Spanish speakers in the United States are not of Hispanic origin (millions today are enrolled in Spanish-language classes), Spanish has become the second most spoken language in all but six U.S. states —illustrating the growing presence of Latinos in virtually region of the nation.
Traditional television watching, however, remains by far the biggest draw for Hispanics in any age group. Among 18-34 year olds, Hispanics spend about 35 minutes daily watching digital video devices, but nearly four hours watching video programming on a television screen. Older viewers spend more than five hours a day watching TV. Radio is another strong medium reaching 93% of Hispanics 6 years or older on a weekly basis, which is higher than the national average or total market in Phoenix.
The Nielsen Company reports that a growing proportion of U.S. Hispanics, 58 percent, are now bilingual, even though population growth in the Latino community is coming far more as a result of native births versus immigration. Immigration, has slowed substantially overall since the Great Recession, though the rebound in the economy has fueled a recent uptick in newcomers to the United States. To those worried about the “balkanization” or “cultural segregation” of America, fully 93 percent of Latinos speak at least some English at home, according to Pew Hispanic Research, while 26 percent of Latinos speak only English at home.
Overall, the Hispanic marketplace is quickly growing more lucrative for advertisers. Between 2013 and 2014, according to Advertising Age’s Hispanic Facts Pack, ad spending nationwide aimed at the U.S. Hispanic community grew by 12 percent.
Our evolving language landscape can make navigating the U.S. marketplace tough.
According to a report issued in April by the American Association of Hispanic Advertisers, “Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent from $4.3 billion in 2010 to $7.1 billion.”
In Arizona, for instance, the Latino population has nearly tripled in the past 25 years, according to U.S. Census figures. As a result, knowing what language to use when advertising
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The United States now has the second-largest group of Spanish speakers in the world. More than Spain, more than any other Spanish-speaking country in Latin America except Mexico, there are the 52 million people who speak Spanish in the United States. There are nearly 8 million Americans studying the Spanish language. Source: The Instituto Cervantes, 2015. eldiae.es/wp-content/uploads/2015/06/espanol_lengua-viva_20151.pdf
The Most Commonly Spoken Language Other Than English In The United States Is Spanish
Spanish French German Yupik Tagalog
Source: GIZMODO, The Most Common Languages Spoken in the U.S. After English and Spanish, 2014. gizmodo.com/the-most-common-languages-spoken-in-the-u-s-state-by-1575719698
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LANGUAGE & MEDIA CHAPTER 4 Number of Hispanics speaking English AND Spanish is increasing:
SECTION I
Number Of Hispanics Speaking English And Spanish Is Increasing P18-49
P18-49
31%
26%
Even with Hispanic Even with MORE Hispanic growth coming growth coming MORE U.S. births than from U.S.from births immigration, than immigration, per U.S. Census. per U.S. Census.
58%
54%
15%
16%
2004
2014
Only English
Bilingual
Only Spanish
Source: The Nielsen Company, 2010 and 2014 Television Universe Estimates. Based on Language Spoken by the Person (Hispanic Adults 18-49) in the home.
Source: The Nielsen Company, 2010 and 2014 Television Universe Estimates. Based on Language Spoken by the Person (Hispanic Adults 18-49) in the home.
Spanish Language Is Here To Stay. More Than 70% Of Hispanics Will Speak Spanish At Home In 2034 Spanish-‐Language is Here to Stay More than 70% of Hispanics will speak Spanish at home
HISPANICS AGE 5+ SPEAK ANY SPANISH AT HOME
HISPANICS AGE 5+ SPEAK ANY SPANISH AT HOME
Hispanic % Share 73.2%
72.4%
72.9%
71.9%
Hispanic (Millions) 36.8
41.4
50.6
45.8
37.6
71.3%
55.4
41.3
30.7
34
9.4
10.7
11.8
13
14
2014
2019
2024
2029
2034
27.4
Speak Only Spanish Home Speak Only Spanish at at Home
Speak Spanish and English at Home Speak Spanish and English at Home
Source: IHS Economics. Hispanic immigration and US Economic Growth, February 2015.
Source: IHS Economics. Hispanic immigration and US Economic Growth, February 2015.
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Ninety-Three Percent OfHispanics U.S. Speak Hispanics Ninety-Three Percent Of U.S. Some Level Of English At Home Speak Some Level Of English At Home Percent of all Hispanics ages 5 and older who speak…
PERCENT OF ALL HISPANICS AGES 5 AND OLDER WHO SPEAK…
26%
93
41%
%
7%
26% English "very well"
English, but less than "very well"
No English
Only English at home
Source: Pew Research Center Tabulations of 2013 American Community Surveys (1% IPUMS). www.pewhispanic.org/2015/05/12/english-proficiency-on-the-rise-among-latinos/
Source: Pew Research Center Tabulations of 2013 American Community Surveys (1% IPUMS). http://www.pewhispanic.org/2015/05/12/english-proficiency-on-the-rise-among-latinos/
Thirty-Nine Percent Of U.S.-born Hispanics Are Bilingual Hispanic Origin
Thirty-Nine Percent Of U.S. Born Hispanics Are Bilingual % OF HISPANIC ADULTS WHO MAINLY USE ENGLISH, SPANISH OR BOTH
Nativity
% of Hispanic adults who mainly use English, Spanish or both English
NATIVITY
All Hispanics Foreign Born
Both
25% 5%
36% 60% 56%
2nd Generation
39%
42%
5%
50%
3rd Generation or higher
8%
76%
Puerto Rican
HISPANIC ORIGIN
38%
35%
U.S. Born
23%
42%
Mexican
41%
26%
Cuban
3%
40%
36%
10%
51%
43%
48%
35%
63%
Source: Pew Research Center 2013 National Survey of Latinos. www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/ Source: Pew Research Center 2013 National Survey of Latinos. http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/
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1% 16%
34%
13%
Dominican Salvadoran
Spanish
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81% of Hispanics In Phoenix Speak Some Spanish At Home 81% of Hispanics In Phoenix Speak Some Spanish At Home
Phoenix DMA PHOENIX DMA
19% 34%
26% 21%
Only/Mostly Spanish
English/Spanish Equally
Mosly English
English Only
2015 Nielsen Phoenix Universe Estimates, Hispanic TV Household Language Strata based on People 2+
2015 Nielsen Phoenix Universe Estimates, Hispanic TV Household Language Strata based on People 2+
Courtesy of
Did You Know
However,
SPANISH
ENGLISH
93
79
%
%
Of Spanish-language television viewers in PHOENIX speak Spanish inside the home.
of this group, English is their language of choice outside the home.
Hispanic Scarborough Study 2015 Release 1 (Feb14 – Jan15) , Phoenix DMA, (Base: Hispanic Adults 18+); KTVW/KFPH+/KTAZ M-Su 4a-2a cume audience
Courtesy of
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86% Percent Of Tucson Hispanics Speak Some Spanish At Home 86% of Tucson’s Hispanics Tucson DMA
Speak Some Spanish At Home
TUCSON DMA
14%
40%
31%
15% Only/Mostly Spanish
English/Spanish Equally
Mosly English
English Only
2015 Nielsen Tucson Universe Estimates, Hispanic TV Household Language Strata based on People 2+
2015 Nielsen Tucson Universe Estimates, Hispanic TV Household Language Strata based on People 2+
Courtesy of
Did You Know
However,
SPANISH
ENGLISH
97
86
%
%
Of Spanish-language television viewers in TUCSON speak Spanish inside the home. Hispanic Scarborough Study 2015 Release 1 (Feb14 – Jan15) , Phoenix DMA, (Base: Hispanic Adults 18+); KTVW/KFPH+/KTAZ M-Su 4a-2a cume audience
of this group, English is their language of choice outside the home. For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!
Courtesy of
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Hispanics Aged 18-34 Spent The Most Time On Digital Video Than Any Other Age Group And Spent The Least Hispanics Aged 18-34 Spent The Most Time On Digital Video Than Any Other Age Group And Spent The Least Amount Of Time In Front Of A TV Screen Amount Of Time In Front Of A TV Screen Hispanic Daily Time Spent on Digital Video and TV Screen by Age and Year HISPANIC DAILY TIME SPENT ON DIGITAL VIDEO AND TV SCREEN BY AGE AND YEAR DIGITAL VIDEO 35 MINUTES 27 MINUTES
TV SCREEN 3 HRS 46 MINUTES
18-34
3 HRS 58 MINUTES
21 MINUTES
4 HRS 0 MINUTES
DIGITAL VIDEO
Q2 2014
26 MINUTES
Q2 2013
15 MINUTES
TV SCREEN
35-49
15 MINUTES
Q2 2012
DIGITAL VIDEO 24 MINUTES 19 MINUTES
Q2 2014
4 HRS 15 MINUTES 4 HRS 21 MINUTES
Q2 2013
4 HRS 30 MINUTES
Q2 2012
TV SCREEN 5 HRS 13 MINUTES
50-64
5 HRS 11 MINUTES
14 MINUTES
5 HRS 39 MINUTES
Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014, p6. Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014, p6. www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf
Hispanic Major-Media Ad-Spending In 2014 By Medium GROSS U.S. AD SPENDING DOLLARS IN MILLIONS U.S. ADVERTISING SPENDING IN HISPANIC MEDIA MEDIUM
PERCENT OF TOTAL
2014
2013
% CHANGE
2014
2013
$5,569
$4,769
16.8
58.7%
56.2%
1,386
1,297
6.8
14.6
15.3
252
216
16.9
2.7
2.5
7,207
6,281
14.7
75.9
74.1
Newspaper
790
779
1.4
8.3
9.2
Magazine
331
333
-0.6
3.5
3.9
Other Print
43
40
7.5
0.5
0.5
1,165
1,153
1.0
12.3
13.6
Spot Radio
435
465
-6.5
4.6
5.5
Internet
686
580
18.3
7.2
6.8
$9,493
$8,480
12.0
100.0
100.0
Network TV Spot TV Cable TV Networks Subtotal TV
Subtotal Print
TOTAL Source: AdvertisingAge, Hispanic Fact Pack, 2015.
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15 Largest Spenders in Hispanic Media COMPANIES RANKED BY U.S. MEASURED-MEDIA SPENDING
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK
MARKETER
1
Procter & Gamble Co.
2
Genomma Lab Internacional
3
Dish Network Corp.
4
McDonald’s Corp.
5
L’Orèal
6
AT&T
7
Deutsche Telekom (T-Mobile)
8
Verizon Communications
9
Guthy-Renker Corp.
10
General Motors Co.
11
Walmart Stores
12
Nissan Motor Co.
13
State Farm Mutual Auto Insurance Co.
14
Mars Inc.
15
Toyota Motor Corp.
2014
$ $ $ $
% CHANGE
371,599 351,961 146,599 130,954
12.0 185.0 51.3 17.6
$ 114,968 $ 109,555 $ 105,145 $ 101,964 $ 99,170 $ 98,567 $ 94,397 $ 92,503 $ 87,035 $ 85,858 $ 83,014
-6.2 -12.2 6.5 43.0 -19.3 7.9 2.4 37.5 -6.4 7.0 1.3
Source: AdvertisingAge, Hispanic Fact Pack, 2015.
GRAN PRODUCTO
Hispanic Language Preferences – Media BY MEDIA TYPE FOR AGES 18 AND UP
READING
WATCHING TV
LISTENING TO RADIO
WHEN ONLINE
38.9% 25.7 14.4 20.5 0.5
33.8% 32.3 20.0 13.4 0.5
31.8% 30.3 18.3 19.4 0.3
52.0% 21.7 11.7 14.1 0.5
RESPONSES BY PERCENT
Only in English Mostly in English, but some in Spanish Mostly in Spanish, but some in English Only in Spanish In some other language
Source: Experian Marketing Services (Experian.com/consumerinsights). Data based on Experian Marketing Services’ Simmons National Hispanic Consumer Study, Winter 2015, for the dates of Feb. 4, 2014, through March 11, 2015. Base: Hispanic adults who indicated a language preference.
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Hispanics In 2014 Spent The Most Time On Traditional TV Per Month And Spent The Least Amount Of Time Using A Multimedia Device MONTHLY TIME SPENT BY MEDIUM USERS 2+ IN HOURS: MINUTES COMPOSITE
BLACK
HISPANIC
ASIAN
Q2 14
Q2 13
Q2 14
Q2 13
Q2 13
Q2 13
Q2 14
Q2 13
142:38
146:37
206:03
206:47
117:58
121:28
83:02
86:37
14:13
12:35
12:54
9:23
9:39
8:45
9:38
9:00
Using a DVD/Blu-Ray Device
5:00
5:10
5:35
6:05
4:38
4:54
3:51
4:20
Using a Game Console
7:24
6:27
8:21
7:22
7:44
7:12
4:35
4:46
Using a Multimedia Device
1:42
N/A
0:55
N/A
1:02
N/A
5:00
N/A
Using the Internet on a Computer
30:07
27:21
33:23
28:37
26:26
22:46
43:54
35:13
Watching Video on Internet
10:35
6:28
13:59
9:00
11:43
8:17
17:14
12:23
Using any App/Web on a Smartphone
43:31
32:48
52:40
38:36
49:09
38:54
42:43
32:48
1:41
1:09
2:30
1:30
2:20
1:45
1:53
1:25
59:19
60:59
61:42
63:22
58:45
60:07
N/A
N/A
On Traditional TV Watching Time-shifted TV
Watching Video on a Smartphone Listening to AM/FM Radio
Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf
Hispanics Spent The Most Time Using Any App/Web On A Smartphone Between The Ages 25-34 MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES AMONG HISPANICS K 2-11
T 12-17
A 18-24
A 25-34
A 35-49
A 50-64
A 65+
P 2+
106:55
79:09
87:45
106:37
119:54
153:50
217:13
117:58
Watching Time-shifted TV
9:56
6:38
6:37
10:26
10:25
11:18
11:30
9:39
Using a DVD/Blu-Ray Device
7:13
4:27
3:51
4:35
4:25
3:13
2:33
4:38
10:27
18:10
12:51
8:04
3:18
1:07
0:35
7:44
Using a Multimedia Device
1:20
1:19
1:09
1:06
1:04
0:23
0:28
1:02
Using the Internet on a Computer
3:46
6:42
27:49
32:09
37:12
29:47
20:30
26:26
Watching Video on Internet
6:44
6:10
17:19
13:45
11:55
11:54
3:39
11:43
Using any App/Web on a Smartphone
N/A
N/A
49:45
56:08
50:09
32:26
31:33
49:09
Watching Video on a Smartphone
N/A
N/A
3:11
2:33
1:59
0:51
-
2:20
Listening to AM/FM Radio
N/A
37:14
51:27
58:27
66:50
69:21
62:17
58:45
On Traditional TV
Using a Game Console
Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014 www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf
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Phoenix Continues To Rank 9th In Nielsen’s Top 10 Hispanic DMAs For The 2014-2015 Television Season DESIGNATED MARKET AREA (DMA) 1. Los Angeles 2. New York 3. Miami-Ft. Lauderdale 4. Houston 5. Chicago 6. Dallas-Ft. 7. San Antonio 8. San Francisco-Oak-San Jose 9. Phoenix (Prescott) 10. Harlingen-Wslco-Brnsvl-McA
HISPANIC TV HOMES
% OF U.S. TOTAL
1,927,420 1,433,400 732,020 647,700 528,290 525,250 444,430 425,850 373,470 315,520
13.252 9.856 5.033 4.453 3.632 3.611 3.056 2.928 2.568 2.169
Source: The Nielsen Company, 2014 www.tvb.org/media/file/Nielsen_2014-2015_DMA_RANKS_Hispanic.pdf
Phoenix TV Landscape 4 BOOK AVERAGE – ADULTS 18-49 – REGARDLESS OF LANGUAGE TOTAL DAY AVERAGE AUDIENCE
#1
15,000
#6
8,000
#1
15,000
#7
6,000
#3
14,000
#8
5,000
#4
12,000
#8
5,000
#5
10,000
#10
3,000
Source: Nielsen, Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 4 Book Average (Jul’14/Nov’14/Feb’15/May’15), Adults 18-49, Phoenix DMA. Total Day M-Su 6a-2a.
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Phoenix TV Landscape
of Broadcast Viewing 4 BOOK AVERAGE Share • ADULTS 18-49 • REGARDLESS OF 4 Book Average • Adults 18-49 • Regardless of Language • M-Su 6am to 2am LANGUAGE • M-SU 6AM TO 2AM
All Broadcast
Share of Broadcast Viewing
3%
3%
1% 1% 3%
0%
KTVW+ UNI KFPH+ UMA
0%
0%
KTVW+ UNI KFPH+ UMA
KPNX+ NBC KNXV ABC
5%
6%
4%
4%
KSAZ FOX
15%
5%
Spanish-Language
KPHO CBS KTVK IND
KTAZ TEL
21%
KVPA ETV
KTAZ TEL
8%
28% of All Adult 18-49 Broadcast TV Viewing in Total Week Is to Spanish Language TV Stations
15%
KMOH MFX
KASW CW KUTP IND
53%
KPPX ION
KPDF AZA
KAZT IND
10%
KVPA EST
14%
KMOH MFX
12%
18%
KPDF AZA KPHE IND
28% of All Adult 18-49 Broadcast TV Viewing
Source: Nielsen, Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 4 Book Average (Jul’14/Nov’14/Feb’15/May’15), AdultsLanguage TV Stations in Total Week Is to Spanish 18-49, Phoenix DMA. Total Day M-Su 6a-2a. Percentages based on Average Impressions. Source: Nielsen, Nielsen Local Television View Ratings Cutback, NSI, Live+SD, 4 Book Average (Jul’14/Nov’14/Feb’15/May’15), Adults 18-49, Phoenix DMA. Total Day M-Su 6a-2a. Percentages based on Average Impressions. Courtesy of
Courtesy of (Univision Logo)
18
Bilingual Adults Choose Spanish-Language TV Over 2X the bilingual ratings of any other TV station!
1.4
Bilingual Adults Choose Spanish-Language TV M-Su 6a-2a – Bilingual Adults 18-49 - Tucson
M-SU 6A-2A – BILINGUAL ADULTS 18-49 - TUCSON
Over 2X the bilingual ratings of any other TV station! ESPAÑOL 0.6
0.6 0.4
0.4
0.3
0.3
0.2
0.2
0.2
Courtesy of (Univision Logo)
Source: Nielsen, Nielsen Local Television View Ratings Cut back, NSI, Live+SD, 4 Book Average (Jul’14/Nov’14/Feb’15/May’15), Time Period Data, Adults 18-49,
Phoenix DMA. Bilingual is defined as AdultsView 18-49 Speaking Mostly Spanish, Cut Spanish /back, English EquallyNSI, or Mostly English in the Home. Total M-Su 6a-2a. Top 10 Source: Nielsen, Nielsenstations Local Television Ratings Live+SD, 4Day:Book Average (Jul’14/Nov’14/Feb’15/May’15), Time shown. Period Data, Adults 18-49, Phoenix DMA. Bilingual is defined as Adults 18-49 Speaking Mostly Spanish, Spanish / English Equally or Mostly English in the Home. Total Day: M-Su 6a-2a. Top 10 stations shown.
Courtesy of
Top 20 Spanish TV Advertisers In Phoenix 2014 And Jan-June 2015 YTD TOP ADVERTISERS ON SPANISH TV, 2014
TOP ADVERTISERS ON SPANISH TV, JAN-JUNE 2015
1. Cox Communications
11. Lerner & Rowe
1. Cox Communications
11. Western Dental
2. Century Link
12. American Family Insurance
2. MasterCard
12. U.S. Dept of Health & Human Services
3. Law Offices of Alcock & Associates 13. AutoAmigo
3. Hastings & Hastings Attorney
13. Chevrolet Dealer Association
4. Curacao
14. Midway Nissan
4. Honda Dealer Association
14. Ford Dealer Association
5. U.S. Dept of Transportation
15. MasterCard
5. Nissan Dealer Association
15. Law Offices of Joel W Black
6. Food City
16. Nissan Dealer Association
6. Law Offices of Alcock & Associates
16. Food City
7. Dish Network
17. Girl Scouts of America
7. Century Link
17. Hidden Valley Food Products
8. Mor Furniture For Less
18. Chevrolet Dealer Association
8. Curacao
18. Mor Furniture For Less
9. McDonald’s
19. Tio Rico Auto Financial Services
9. McDonald’s
19. Courtesy Chevrolet
10. Western Dental
20. TitleMax
10. Emergency Chiropractic
20. U.S. Dept of Transportation
Source: Media Monitors, 2014 full year and 2015 YTD (Jan-June 2015), based on # of total spots; among qualifying Spanish stations only (Univision KTVW+, UniMás KFPH+, Telemundo KTAZ, TV Azteca KPDF)
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Phoenix Hispanics Are Very Engaged With Spanish Radio
More Than 2X
Spent With Spanish Radio Phoenix Hispanics Spend 121% More Time Listening to Spanish-Language Radio! TIME SPENT WITH ENGLISH-LANGUAGE RADIO
TIME SPENT WITH SPANISH-LANGUAGE RADIO
% MORE WITH SPANISH-LANGUAGE
3:30
7:45
121%
Source: Phoenix Nielsen Audio PPM Jan-June 2015 YTD, Hispanic A18-49, TSL Total Week (Top 5 SL Stations vs. Top 5 EL Stations among A1849)
Courtesy of
Radio Reaches Over 93% Radio Reaches Over 93% Of Phoenix Hispanics OfThan Phoenix Radio Reaches More 9 In Every 10Hispanics Phoenix Hispanic Adults Every Week RADIO REACHES MORE THAN 9 IN EVERY 10 PHOENIX HISPANIC ADULTS EVERY WEEK
94% 93%
93%
93%
93%
92% 91% 90%
A18+
A18-34
A18-49
Total Market
Hispanic
Source: Phoenix Nielsen Audio PPM, Jan-June 2015 YTD; Total and Hispanic Adults; Mon-Sun 6a-mid; Weekly Cume Estimates, / % Reach across demos
A Z 102
Courtesy of
Courtesy of (Univision Logo)
Source: Phoenix Nielsen Audio PPM, Jan-June 2015 YTD; Total and Hispanic Adults; Mon-Sun 6a-mid; Weekly Cume Estimates, / % Reach across demos
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Spanish Radio Connects With Phoenix Hispanics SPANISH PREFERRED HISPANICS
BILINGUAL HISPANICS
#1
#1
Regional Mexican
#1
Regional Mexican
76%
#2
60%
#2
Spanish Adult Hits #3
52%
#3
Spanish Contemporary #4
37%
#4
Rhythmic CHR
52%
Regional Mexican
35%
#4
Rhythmic Adult Contemporary
24%
Pop CHR
61%
#3
Spanish Adult Hits
33%
Pop CHR #2
Pop CHR
52%
ENGLISH PREFERRED HISPANICS
37%
Hot Adult Contemporary
Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15) , Hispanic Adults 18-49 Based on Language Personally Spoken Most Away From Home
31%
Courtesy of
Phoenix Spanish-Language Phoenix Spanish Language Radio Share Of Voice Radio Share Of Voice
16% Non-com
44% *NOTE Univision Radio = KHOT-FM, KOMR-FM, KQMR-FM; Entravision = KLNZ-FM, KVVA/KDVA-FM, KBMB-AM; United Farmworkers = KNAI-FM (Campesina)
40%
Univision Radio
Entravision
Radio Campesina
Source: Phoenix Nielsen Audio PPM, Jan-June 2015 YTD, Adults 18-49 / Total Week / Share of Spanish Average Quarter Hour listening by Group Owner
OT-FM, KOMR-FM, KQMR-FM;Entravision= KLNZ-FM, D M; United Farmworkers = KNAI-FM (Campesina)
ATO S
A Z Courtesy 2 of0(Univision 1 5Logo)
103 M, Jan-June 2015 YTD, Adults 18-49 / Total Week / Share of Spanish Average Quarter Hour listening by Group
Courtesy of
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Top 20 Spanish Radio Advertisers In Phoenix 2014 And Jan-June 2015 YTD TOP ADVERTISERS ON SPANISH TV, 2014
TOP ADVERTISERS ON SPANISH TV, JAN-JUNE 2015
1. Cox Communications
11. Lerner & Rowe
1. Cox Communications
11. Western Dental
2. Century Link
12. American Family Insurance
2. MasterCard
12. U.S. Dept of Health & Human Services
3. Law Offices of Alcock & Associates
13. AutoAmigo
3. Hastings & Hastings Attorney
13. Chevrolet Dealer Association
4. Curacao
14. Midway Nissan
4. Honda Dealer Association
14. Ford Dealer Association
5. U.S. Dept of Transportation
15. MasterCard
5. Nissan Dealer Association
15. Law Offices of Joel W Black
6. Food City
16. Nissan Dealer Association
6. Law Offices of Alcock & Associates
16. Food City
7. Dish Network
17. Girl Scouts of America
7. Century Link
17. Hidden Valley Food Products
8. Mor Furniture For Less
18. Chevrolet Dealer Association
8. Curacao
18. Mor Furniture For Less
9. McDonald’s
19. Tio Rico Auto Financial Services
9. McDonald’s
19. Courtesy Chevrolet
10. Western Dental
20. TitleMax
10. Emergency Chiropractic
20. U.S. Dept of Transportation
Source: Media Monitors, 2014 full year and 2015 YTD (Jan-June 2015), based on # of total spots; among qualifying Spanish stations only (KHOT-FM, KOMR-FM, KLNZ-FM, KVVA-FM)
Courtesy of
Spanish Radio Formats These styles are regionalized very much like C&W - and are derived from various parts of Mexico. • Banda • Ranchero • Norteño • Tejano • Grupero • Mariachi • Corridos
Total Market Equivalent:
This format encompasses music from romantic to rock and boasts smooth, danceable beats.
Broad mix of Spanish classic hits from the 60s, 70s, 80s.
• Reggaeton • Spanish AC • Romantic • Ballads • Intl Pop Hits • Spanish Rock
• Mexican Adult Hits • Pop Adult Hits
Total Market Equivalent:
Total Market Equivalent:
Country Music
Rhythmic Contemporary
Adult Hits
Tropical
News/Talk
Hear the Difference
With Cuban and Puerto Rican origins, this format has heavy layers of blaring horns, percussion and exhilarating dance rhythms. • Salsa • Cumbia • Bachata • Merengue • Reggaeton
This format is meant to inform, help and entertain. • News you can use • Talk Shows • Commentary
Hover over the icon below and push play for a sound perspective of the differences by genre.
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of
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NEWSPAPER READERSHIP AMONG PHOENIX HISPANICS
Newspaper Readership Among Phoenix Hispanics 97,882 85,064 83,055
80,078
73,384
67,548 57,588
Tv TV y y Mas Más
Voz La Voz
Total Hispanics
Total Hispanics
Source: 2015 Phoenix Scarborough R1 (Feb 14 – Jan 15)
53,005 50,060
Teleguia en Español Espanol Teleguía en
43,888
Que! Magazine ¡Qué! Magazine
Prensa Prensa Hispana Hispana
Spanish-Preferred Hispanics
Spanish-Preferred Hispanics Courtesy of
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AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE RPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC• PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/ AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE REPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC • PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE REPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC • PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE REPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC• PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE REPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC • PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS GAZETTE • AUTOSHOPPER • CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE REPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC • PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLICAZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC CARS.COM • HOMEFINDER.COM • CAREERBUILDER.COM • TEMPE/AHWATUKEE REPUBLIC • CHANDLER REPUBLIC • GILBERT REPUBLIC • GLENDALE RPUBLIC • MESA REPUBLIC • NORTHEAST PHOENIX REPUBLIC• PHOENIX REPUBLIC • NORTHWEST VALLEY REPUBLIC • PEORIA REPUBLIC • SCOTTSDALE REPUBLIC • SOUTHWEST VALLEY REPUBLIC • SURPRISE REPUBLIC • AZCENTRAL.COM • LA VOZ • BUYER’S EDGE • REPUBLIC DIRECT • REPUBLIC CUSTOM PUBLISHING • ARIZONA BUSINESS
MILLION STRONG
WE ARE WHERE YOUR CUSTOMERS ARE.
Diversity
is our common thread. diverse cultures and people have made arizona the great state it is today and they will continue to shape our future. thatâ&#x20AC;&#x2122;s why Blue cross Blue shield of arizona is proud to support the arizona hispanic chamber of commerce and this yearâ&#x20AC;&#x2122;s datos study. Your influence is
141064-15
helping to shape a better arizona.
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“We continue to need thoughtful examinations of our marketplace, such as the Arizona Hispanic Chamber of Commerce’s DATOS: State of the Hispanic Market report, so we can better understand Arizona’s opportunities and vulnerabilities. Thank you to those who put in hundreds of hours to make this publication useful and accessible for our businesses and communities.” —Rich Boals, CEO and president, Blue Cross Blue Shield of Arizona
Prevalence Of Chronic Disease Among Hispanics Must Be Addressed To Boost State Of U.S. Health It’s said “Disease does not discriminate.”
“More than twice as many Latinos (33%) under age 65 lack health insurance, as compared to Non-Hispanics (14%),” the NCLR study reported. As a result, Hispanics are far less likely to undergo important screenings and preventive health services, which makes it harder to catch diseases in the early stages.
Diabetes, for instance, doesn’t know if a person coping with the chronic disease is a member of a particular race or ethnic group. Still, research shows the nation’s 55 million Hispanics do face higher incidences of certain diseases than other populations. For instance, one-third of U.S. Hispanics, according to 2010 U.S. Census Chronic Disease Survey, reported having been diagnosed with diabetes. Six of 10 Hispanics in that same survey said they had at least one chronic disease and 1 of 5 were coping with more than one.
Federal health officials, meanwhile, say that despite being eligible for health care coverage under the Affordable Care Act many of the nation’s Hispanics have not signed up. The Department of Health and Human Services has boosted spending on outreach to Latinos, but a Newsweek magazine survey in March 2015 found that “25 percent of [Latino] respondents said they had heard or read nothing at all” about the Affordable Care Act. The survey results, according to Newsweek, suggests “there are some fears about being treated unfairly” because of the Hispanic respondents’ ethnicity or immigration status.
In a 2014 study by the National Council of La Raza, “An Inside Look at Chronic Disease and Health Care among Hispanics in the United States,” researchers predicted that “as the Latino community grows [Hispanics could be one-third of the U.S. population by 2060] so will the prevalence of chronic conditions that Hispanics face, such as diabetes, heart disease, asthma, obesity, and related complications. Addressing chronic diseases among Hispanics is imperative to improving the nation’s health and maximizing its resources.”
“One of the most concerning narratives about the state of life in Latino America is the extent to which some are ‘living in the shadows,’” Francisco Pedraza, assistant professor of political science at Texas A&M University and former Fellow of the Robert Wood Johnson Foundation, told Newsweek. “We found that 1 in 3 Latinos are holding back in some form from full engagement in public life in order to avoid scrutiny of their citizenship status. This includes...making appointments with health care providers.”
The NCLR report issued three major findings: •
There is high prevalence of chronic disease and multiple chronic diseases among Hispanic health center users, which is compounded by the pervasiveness of obesity.
•
Hispanic health center users often reported inadequate chronic disease management, which can be addressed with improved follow-up care and access to affordable medication.
•
Respondents reported many barriers to receiving appropriate care, including cost in time and money, immigration status, and language.
On a positive note, there have been some gains made in getting Latinos to sign up for health insurance. The National Latino Health and Immigration Survey conducted by Latino Decisions, a nonpartisan research and polling firm, found “82 percent of Latinos have health insurance – the highest rate of coverage the group has recorded since it began polling in 2008. A previous poll in 2013 by Latino Decisions showed that 23 percent of Latinos lacked health insurance at that time.”
One major reason for the existence of health disparities between Hispanics and Non-Hispanics is that Latinos are the least likely group in the nation to have health insurance.
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Working to Help Others Leads to Extraordinary Results For more than ten years, Chicanos Por La Causa (CPLC) and Blue Cross Blue Shield of Arizona (BCBSAZ) have worked together in an effort to serve Arizona’s Hispanic community. With both companies
deadlines approached to assist as many people as possible.
sharing similar values and a passion for helping others, the two partnered and expanded their outreach at the onset of the Affordable Care Act (ACA) in 2013.
serves.
This partnership addressed a critical need in the community and helped the several thousand people CPLC
At the time, more than half a million Hispanics called Arizona home, many with little to no experience with health insurance. In fact, studies showed that they were more likely than any other population to be uninsured. The ACA created a unique opportunity to change this. Because many uninsured individuals don’t know why it is important to have health insurance or how to buy it, CPLC developed a business plan to become an exclusive agent of BCBSAZ. This allowed CPLC to help individuals understand the value of health insurance and choose a plan that met their needs. To promote this service, CPLC and BCBSAZ developed a multi-media campaign that included radio, direct mail, print, television interviews, telethons and health insurance events.
About Blue Cross Blue Shield of Arizona Blue Cross Blue Shield of Arizona (BCBSAZ), an independent licensee of the Blue Cross and Blue Shield Association, is the largest Arizona-based health insurance company. The not-for-profit company was founded in 1939 and provides health insurance products, services or networks to 1.4 million individuals. With offices in Phoenix, Flagstaff, Tucson and the East Valley, the company employs more than 1,400 Arizonans. Follow BCBSAZ at www.facebook.com/bcbsaz or on Twitter at @bcbsaz to get information on health and wellness as well as a knowledgeable perspective on health insurance reform, and to become a part of what we’re doing in your community.
Complex insurance terms were simplified with easy-to-understand materials and videos created in both English and Spanish, covering topics such as how insurance works, lowcost options, frequently asked questions, steps for buying a health plan and more. In addition, BCBSAZ developed a comprehensive section on their web site (salud.azblue.com) to support the campaign that included an online calculator to help people determine if they qualified for financial assistance from the government. Finally, CPLC provided walk-in assistance at its Phoenix location and extended hours as open enrollment
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Photos Courtesy of BCBSAZ
About Chicanos Por La Causa Chicanos Por La Causa, Inc. (CPLC) is a community development corporation (CDC) that provides services in Arizona, Nevada, and New Mexico. Since 1969, CPLC has been changing lives by developing self-sufficiency and instilling empowerment in those we serve. Our focus areas are economic development, education, housing, and social services. CPLC provides a better life through offering business and employment opportunities; ensuring everyone has the solid foundation of an education; providing hope through a pathway of recovery, restoration, and resiliency; and ensuring that a safe, secure, affordable home is available to every individual we serve. Today, we have 48 programs & services, 700 employees, and 60 offices, making CPLC the third-largest Hispanic non-profit in the nation and the number one charity in Arizona. For more information, visit www.CPLC.org
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“Studies Have Found That 84 Percent Of Youth-Targeted Food Advertising On Spanish-Language TV Promotes Food Of Low Nutritional Value.” “Studies Have Found Trends Showing Latinos Often Have Less Access To Safe Places To Play Or Be Active.” “Only One-Third Of Latinos Live Within Walking Distance Of A Park — Compared With Almost Half Of All Whites.” “Latinos Are More Likely To Suffer A Stroke Compared To Other Ethnic Groups. Specifically, Mexican Americans Suffer 43 Percent More From Strokes — The Leading Cause Of Disability And The Third-Leading Cause Of Death — Than Whites.” Source: Hispanic Market Weekly, Vol. 17, Issue 41, October 21, 2013
In Arizona, In 2013, Hispanics Accounted For 35% Of All Motor Vehicle And Other Transport Deaths Among Children And The Highest Number Of These Transport-Related Deaths Were Due To Improper Restraints In Arizona, in 2013, Hispanics accounted for 35% of all motor vehicle and other transport deaths among children
and the highest number of this related deaths wereChildren due to improper Transport-Related Causes oftransport Deaths Among in restraining. Arizona, 2013 Transport Related Causes of Death Among Children in Arizona, 2013
40% 35%
38% 33%
31%
30% 25%
21%
20%
16%
13%
15%
11%
10%
9%
5% 0%
Lack of vehicle Excessive restraint driving speed
Reckless driving
Drugs and/or Alcohol
Driver inexperience
Driver distraction
Lacking helmet
Note: More than oneNote: factor been each Moremight than one have factor might have identified been identified for for each deathdeath Source: Arizona Child Fatality Review Program. Twenty-first Annual Report November 2014
Source: Arizona Child Fatality Review Program. Twenty-first Annual Report November 2014
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Red light running/driver fatigue
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Salud America!
The Robert Wood Johnson Foundation Research Network to Prevent Obesity Among Latino Children ISSUE BRIEF July 2013
Active Spaces and Latino Kids Introduction Physical activity is important for maintaining a healthy weight, yet Latino children often have limited access to safe places where they can be active. Shared use of “active spaces”—including gyms, athletic fields, and playgrounds—can help increase access to school facilities and other public sites for physical activity among Latino youths. Street-level improvements, such as repairing sidewalks and installing street lights and bike lanes, can help Latino families and children walk and bike more safely to active spaces. Latinos are projected to comprise 35 percent of the U.S. youth population by 2050. Improving access to active spaces in underserved communities may help young Latinos become more physically active and maintain a healthy weight.
The Evidence Latino youth in underserved communities have limited access to active spaces. ■ Studies show that Latino neighborhoods have fewer recreation facilities and parks than White neighborhoods. In one study, 81 percent of Latino neighborhoods did not have a recreational facility, compared with 38 percent of White neighborhoods. ■
In a national survey, fewer Latino (70%) than White (82.5%) respondents described their neighborhoods as having safe places for children to play.
Limited progress has been made to share schools’ active spaces. ■ Fewer schools provided access to their physical activity facilities in 2006 (29%) than did in 2000 (35%), federal data shows.
ABOUT THIS ISSUE BRIEF
This issue brief is based on a research review prepared by Jennifer Swanson, M.E., JS Medical Communications, LLC, and Amelie G. Ramirez, Dr.P.H., and Kipling J. Gallion, M.A., University of Texas Health Science Center at San Antonio. The full research review, which includes citations, is available at www.salud-america.org. For more information on Salud America!, visit www.salud-america.org.
Shared use agreements—formal contracts between entities that outline terms and conditions for sharing public spaces for physical activity—have helped increase access to active spaces in some Latino communities. ■ Several Latino communities in California have successfully implemented shared use agreements to improve access to schools, parks, playgrounds, and more. ■
For example, an agreement in the Boyle Heights (94% Latino) and Pico-Union (92% Latino) neighborhoods in Los Angeles brought together community stakeholders and public agencies to increase access to public active spaces.
Concerns about liability, funding, and staffing often prevent administrators from opening active spaces at schools outside school hours. Liability protections and shared use agreements can overcome these barriers. ■ In a survey of public school administrators in underserved communities, 82 percent of respondents said they were somewhat to very concerned about liability associated with injuries on school property outside school hours.
Salud America! is a national program of the Robert Wood Johnson Foundation with leadership and direction assistance provided by the Institute for Health Promotion Research at The University of Texas Health Science Center at San Antonio.
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Salud America!
■
www.salud-america.org
Governmental rules and shared use agreements can help open school spaces to the public by protecting against liability and promoting shared costs and staffing.
Characteristics of neighborhoods, sidewalks, streets, and buildings may affect how frequently residents walk or bike to recreation and physical activity sites. ■ A study of a Latino-majority region found that unpleasant neighborhood conditions, such as trashed, muddy streets, gangs, bad outdoor odors, dilapidated playgrounds, unleashed dogs, and speeding cars prohibited kids from being active. ■
M A R K E T
More people walk or bike to recreation sites when those sites are closer to home and safer to travel to.
Safe, active travel to active spaces may boost young Latinos’ physical activity. ■ Several Latino communities are adopting “Complete Streets” policies to make neighborhood streets safer for pedestrians and bicyclists. ■
The Safe Routes to School National Partnership provides resources for increasing the safety of neighborhood streets to facilitate walking and bicycling.
■
A program in a Latino-majority urban area of Chicago created safe, inviting places for residents to be active through an “open streets model,” which closed streets to motorized vehicles and allowed 10,000-plus residents to walk, run, and bike.
■
Combining data from qualitative surveys and multidimensional instruments, such as the Physical Activity Resource Assessment (PARA), can help to evaluate the characteristics of active spaces and identify issues that impact use of these spaces.
Conclusions and Policy Implications Conclusions ■ Many Latino youth in underserved communities have few options for and inadequate access to active spaces. ■
Several Latino communities have successfully implemented shared use agreements to increase public access to active spaces. These agreements, along with governmental protections, can help overcome liability, costs, and staffing issues.
■
Street-level improvements have the potential to increase access to active spaces and physical activity levels among Latino youths. Evaluating the characteristics of active spaces can ensure those spaces (and new ones) meet Latinos’ cultural needs.
Policy Implications ■ State and local governments should work with school administrators to address liability and other concerns that prevent access to active spaces at schools outside of school hours in Latino communities. This includes encouraging awareness of current statutes among school administrators and adopting shared use agreements with clear language used to describe the terms, conditions, and covered activities. ■
Local policymakers should get community feedback to strengthen the development of new recreation sites and implementation of street-level improvements.
■
Local policymakers should create Complete Streets policies for new transportation projects near school recreation facilities and other active spaces to make it easier for residents to walk or bike to those sites.
2 | Active Spaces and Latino Kids
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A better tomorrow begins today. CenturyLink proudly supports the local community. CenturyLink knows a successful future is built on a strong foundation and hard work. Together, we can build a thriving community that prospers.
See how we connect at centurylink.com.
CenturyLink celebrates DATOS and the State of Arizonaâ&#x20AC;&#x2122;s Hispanic Market. Š 2015 CenturyLink, Inc. All Rights Reserved. The name CenturyLink, the pathways logo, and the CenturyLink brand sub-graphic are trademarks of CenturyLink, Inc.
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Latino Health Disparities Compared to Non-Hispanic Whites: Adults
Asthma
Tuberculosis
As Likely To Have Asthma
As Likely To Have Tuberculosis
X2
X6
Liver Disease
15%
Cervical Cancer
45%
More Likely To Have Liver Disease
More Likely To Be Newly Diagnosed With Cervical Cancer
Obesity
40%
15%
More Likely To Die From Cervical Cancer
More Likely To Be Obese
Diabetes
65%
HIV
More Likely To Be Diabetic
X2.5
As Likely To Be Diagnosed With HIV
55%
More Likely To Have End-Stage Renal Disease
X2.5
As Likely To Die From HIV
45%
More Likely To Die From Diabetes
Source: “Latino Health Disparities Compared to Non-Hispanic Whites.” FamiliesUSA. July 2014. familiesusa.org
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CASE STUDY Skin Cancer Prevention And The Hispanic Community Walter Quan, Jr., MD
The Incidence Of Melanoma Among Hispanics Has Risen By Almost 20 Percent In The Past Two Decades.
Being out in the sun is a reality for many throughout the summer months. The fun of barbeques, swimming and family gatherings should not be hampered by the unnecessary fear of a sun burn or a worry about future skin cancer. Prolonged sun exposure is never recommended, but there a few tips that can be used during fun summer outings. As incidences of skin cancer are increasing in the Hispanic population, prevention is the key. Here are the basic tips for sun safety:
For simplicity, one could imagine human skin as being comprised of three layers: the epidermis, dermis and fat. Cells in the epidermis (the outermost layer of skin) called melanocytes produce melanin, the pigment that gives skin and eyes their color. The more melanin the melanocytes produce, the darker the skin pigmentation. The more melanin that a person has means the more a person is provided with a sun protection factor. Environmental factors, such as increased sun exposure in states like Arizona, can contribute to higher incidences of skin cancer regardless of ethnicity, but to protect yourself from the different types of skin cancer, it is necessary for everybody to apply sunscreen any time they are planning to encounter UV rays.
1. Always use a sunscreen with an SPF 15 or higher and make sure to constantly reapply, especially if you are going to be swimming. Evidence of a tan indicates that the radiation received has overcome the protection afforded by the sunscreen. 2. Try to stay inside between the hours of 11 a.m. and 3 p.m. 3. Cover up as much as possible if you have to be outdoors during the high intensity hours. 4. Watch for moles or marks that are changing in size, color or elevation and reach out to a doctor if you notice those changes.
In my role as a medical oncologist, I am often asked if melanoma is preventable. Only about 10 percent of melanoma runs in families (familial melanoma). Not all cases can be prevented, but there are things you can do to help reduce the chances of getting melanoma, and they all have to do with limiting exposure and protecting against UV rays. Screening is also an important component in identifying melanoma at an early stage. If you follow the ABCDE’s of skin cancer awareness and watch for a change in a pre-existing mole in regards to asymmetry, borders, color, diameter or elevation, and consult a dermatologist, you can potentially discover a treatable melanoma.
One of the most I’m asked most often is, “Am I safer in the sun as long as I have a ‘base tan’?” The answer is wholeheartedly no. A sunburn or tan is actually the way that your skin shows that it is damaged. When a tan fades, it’s your body trying to repair radiation damage from sun. Unfortunately, your body never forgets that damage and so every burn or tan increases your risk for skin cancer. Furthermore, a recent study done at Dartmouth Medical School, showed that indoor tanning can produce 10 to 15 times as much ultraviolet (UV) radiation as the midday sun, and that children and young adults who go for indoor tanning “may be especially vulnerable to developing basal cell carcinoma, the most common form of skin cancer, at a young age.”
At Cancer Treatment Centers of America® (CTCA), we believe there isn’t one way to beat cancer—there are hundreds. Our cancer experts are committed to bringing the latest technologies and advanced treatment options to our patients sooner. At the same time, we support you with therapies to reduce side effects, boost your energy level and keep you strong during treatment. Your dedicated team of doctors and other clinicians will take time to understand your unique diagnosis and needs. Then, we’ll work together to develop an integrated cancer treatment plan tailored specifically to you. For more information visit www.cancercenter.com.
Another question that I often receive is, “Do people of color have to worry about skin cancer less?” Having melanin in skin does help protect, but not always. There is more than one type of skin cancer and the tendency to have a different type has been reflected in a person’s ethnicity. Basal cell carcinoma, the most common type of skin cancer, is found predominantly in Caucasians, while squamous cell carcinoma and melanoma has been found in people of all ethnicities.
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Know your ABCDEs
STAY INDOORS!
11 A.M. - 3 P.M. AVOID HIGH RISK HOURS IN THE SUN! At any age: Always
SAFE WITH SUNSCREEN
wear sunscreen and cover up any time of day!
Certain fruits and vegetables contain immune-boosting ingredients and are rich with nutrients. EATING THREE OR FOUR AVOCADOS Citrus fruits contain antioxidants per week can to protect cells from changes that help reduce skin lead to skin cancer. damage. Vitamin A, found in carrots, has been linked to a reduced risk of sunburn, which can reduce Tanned skin is damaged the risk of skin cancer. by the sun’s radiation. People of ALL AGES should limit their may not exposure to the appear until sun’s rays. 30 YEARS after the event.
cancercenter.com • 800-333-CTCA Resource: American Cancer Society
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A Growing Community…
& Opportunity! “Half of Hispanics aged 35+ say they are willing to pay anything when it concerns health. This consumer group is growing dramatically; between 2005 & 2015 Hispanics aged 45-54 will grow by 52%, while those aged 55-64 will grow by 82%.” Source: Hispanic Market Weekly, Vol. 17, Issue 41, October 21, 2013 Courtesy of
U.S. Hispanics Are More Likely To Be Actively Engaged In Their Health U.S. Hispanics Are More Are LikelyMore To BeLikely Activelythan Engaged In Their Health Hispanics the U.S. Population
in General to Be Categorized as an “Image Shapers.”
Hispanics Are More Likely than the U.S. Population in General to Be Categorized as an “Image Shaper.”
“Health and image are allied together for them. Looking good means being healthy. Convenience and healthy choices can— “Health and image are allied together for them. Looking good means being healthy. and do—go together for this group.”
Convenience and healthy choices can—and do—go together for this group.”
25%
156 Index
Above Average Health & Well Being Image Shapers
39%
22%
Total
Hispanic
Non-Hispanic
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of
Courtesy of (Univision Logo)
Source: Simmons NCS/NHCS Winter 2015 NHCS Adult Study 12-month (Feb 2014 – Mar 2015); Total U.S.; Base: A18+
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Hispanics Are More Likely To Care For Elderly Hispanics Are Than More Likely To Care For Elderly Relative Than Non-Hispanic Whites Relatives Non-Hispanic Whites 55% of Hispanics help care for their parents or elderly relatives vs. 34% of Non-Hispanic Whites Ways Help Care for Parent or Elderly Relative
WAYS TO HELP CARE FOR PARENTS OR ELDERLY RELATIVES
9%
Choose Their Physician
55%
3% 8%
Choose Their Hospital
Of Hispanics Help Care For Their Parents Or Elderly Relatives Vs.
Choose Their Pharmacy
34%
Choose or Manage Their Health Insurance
Of Non-Hispanic Whites
Hispanic
3% 7% 2% 5% 2%
Non-Hispanic White
Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+.
Courtesy of (Univision Logo)
Courtesy of
Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+.
Hispanics Trust And Follow Hispanics TrustDoctor And Recommendations Follow Doctor Recommendations % of Adults Who Strongly Agree % OF ADULTS WHO STRONGLY AGREE
33% 25%
23% 17%
"It's Important to go to the doctor when I'm ill"
Hispanic
I always do what my doctor tells me to do
Non-Hispanic Courtesy of (Univision Logo)
Source: Simmons NCS/NHCS Winter 2015 NHCS Adult Study 12-month (Feb 2014 – Mar 2015); Total U.S.; Base: A18+ Source: Simmons NCS/NHCS Winter 2015 NHCS Adult Study 12-month (Feb 2014 – Mar 2015); Total U.S.; Base: A18+
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ASU Researcher Bridging Cultural Gap To Health Care Access At nearly 55 million people, or 17 percent of the total U.S. population, Latinos are now the nation’s largest minority group.
joint initiative of AARP and the Robert Wood Johnson Foundation), the Phoenix Chapter of the National Association of Hispanic Nurses created a project designed to educate the Latino community, especially Hispanic women, about the benefits of health insurance and preventive health care.
Yet, out of 3.2 million nurses in the United States, only 3 percent are Hispanic. The serious dearth of Hispanic nurses is a health hazard, according to Dr. Adriana Perez, given that the Latino population is growing by leaps and bounds but remains the least likely in the United States to have health insurance.
“We go to churches. We go to school parent groups and we talk to them about being healthy for themselves and their families. We talk to them about how health insurance works. People who’ve never had health care don’t know what a co-pay is.”
“It’s important to improve those numbers because people may deal with a physician or a specialist, but nurses are the largest health care workforce in the country,” said Perez. “We’re the ones on the front lines. So it’s vitally important to make sure more Latinos study nursing.”
In 2013, the project reached 1,000 Latinas and families with health information. Last year, working in cooperation with NAHN chapters across the country, nearly 7,000 Latinas received training and information about preventive health care practices, thanks to a new grant from the U.S. Department of Health & Human Services.
Originally from Yuma, Arizona, Perez is an Arizona State University assistant professor and current president of the Phoenix Chapter of the National Association of Hispanic Nurses (NAHN). She first became interested in health care when she was a teen and worked picking tomatoes with older relatives, several of whom suffered a variety of malestares de trabajo, or chronic ailments, like arthritis or high blood pressure, that make physically tasking jobs difficult to bear.
In 2015, Perez said small businesses will be the group’s primary focus. She said Hispanic nurses have already been teaching Hispanic small business owners how to share health related information with their staff and customers. In partnership with the American Heart Association, small businesses are also provided with basic medical equipment, such as blood pressure gauges, and educational materials.
“I saw that they would take blood pressure medicine or other medications, but they didn’t have the information they needed to get better,” said Perez. “I thought surely there was a way to help our community be healthier.”
At a salon called Beauty Performance at the Desert Sky Mall in West Phoenix, for instance, owner Adriana Garcia let customers getting their hair cut know that they can also get their blood pressure checked.
It was as a high school freshman that Perez first considered a career in nursing. A career counselor told her, “I see the work that they (nurses) do and the difference they make. You should be a nurse.” She took his advice. After graduating high school, Perez earned a 2-year nursing degree from Arizona Western College. Soon after, she transferred to Arizona State University, earning her undergraduate degree and Nurse Practitioner degree, and then a doctorate in Nursing and Health Innovation.
The training Garcia received proved to be a lifesaver for Garcia. Perez said Garcia was feeling ill one day and, based on the training she had received, she decided to check her own blood pressure.
Today, Perez is an assistant professor at the ASU College of Nursing and Health Innovation and the only Latina nursing researcher in ASU’s College of Nursing. She teaches courses in “healthy aging” and “culture and health.” Her scholarly work focuses on Hispanic women 50 and older. Also a board certified nurse practitioner, Perez keeps her hands in actual nursing by working part-time at Clinica Medica del Sol, a private practice clinic with offices in Phoenix and Mesa.
Perez’s group also works closely with promotoras—neighborhood volunteers, usually women—who serve as liaisons to health care and social services. There are hundreds of promotoras in Arizona, Perez said. “They are a bridge between the patient and the health care system, and because they are from the community they’re seen as peer leaders and role models.”
Perez said thanks to a grant from AARP State & Communities Office and the Center to Champion Nursing in America (a
Sounds like Perez could be describing herself.
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Photos Courtesy of Adriana Perez
“She noticed she was in the ‘red zone’ and went to the emergency room right away,” Perez said. “The doctors said she was having a small stroke. I feel like we saved a life.”
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“Nearly One In Four Latino Households Are Considered Food Insecure (When Having Consistent Access To Adequate Food Is Limited By Lack Of Money Or Other Resources), Compared With 11 Percent Of White Households.” “Nearly one in four Latino households are considered food insecure (when having consistent access to adequate food is limited by lack of money or other resources), compared with 11 percent of White households.”
Population Living Below the Poverty Line
POPULATION LIVING BELOW THE POVERTY LINE
Latino
White
-11%
-23% Source: “Obesity Prevention in Latino Communities,” The State of Obesity, September 2014. www.stateofobesity.org Source: “Obesity Prevention in Latino Communities.” The State of Obesity. September 2014. www.stateofobesity.org
77% Of Latino Adults Are Overweight More Or Than ¾Obese, Of Latino Adults AreCompared Overweight Or Obese, With Compared With 67.2% Of Whites. 67.2% Of Whites Obese or Overweight Adults
OBESE OR OVERWEIGHT ADULTS
77%
67.2%
Latino
White
Source: “Obesity Prevention in Latino Communities,” The State of Obesity, September 2014. www.stateofobesity.org Source: “Obesity Prevention in Latino Communities.” The State of Obesity. September 2014. www.stateofobesity.org
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Nearly 40% of Latino Children Are Overweight Or Obese, Compared ToOr28.5% OfTo 28.5% White Children Nearly 40% of Latino Children Are Overweight Obese, Compared Of White Children. Obese Children Ages 2 to 19
OBESE CHILDREN AGES 2 TO 19
28.5%
38.9%
White
Latino Source: “Obesity Prevention in Latino Communities,” The State of Obesity, September 2014. www.stateofobesity.org Source: “Obesity Prevention in Latino Communities.” The State of Obesity. September 2014. www.stateofobesity.org
“Latinos Are Disproportionately Affected By Diabetes, With 13.2 Percent Of Latinos Over Age 18 Having Diabetes, Compared With 7.6 Percent Of Whites In The Same Age Group.”
“Latinos are disproportionately affected by diabetes, with 13.2 percent of Latinos over age 18 having diabetes, compared with 7.6 percent of Whites in the same age group.”
Population Over 18 with Diabetes
POPULATION OVER 18 WITH DIABETES
7.6%
13.2%
Latino
White
Source: “Obesity Prevention in Latino Communities,” The State of Obesity, September 2014. www.stateofobesity.org Source: “Obesity Prevention in Latino Communities.” The State of Obesity. September 2014. www.stateofobesity.org
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Arizona Health
Arizona Ranks
Arizona Health
34/51
OVERALL OBESITY Obesity Rate RATE
Arizona Ranks
34/51 among other states on Among Other States obesity
27%
On Obesity
Obesity Source: The State of Obesity in Arizona, The State of Obesity, September 2014. www.stateofobesity.org
Source: The State of Obesity in Arizona. The State of Obesity. September 2014. www.stateofobesity.org
Obesity RatebybyGender, Gender,Age Age, and Ethnicity Obesity Rate and Ethnicity Obesity Rate
OBESITY RATE 40%
33%
35% 30%
30% 27%
34%
27%
26%
25%
23%
22%
65+
White
19%
20% 15% 10% 5% 0%
Male
Female
18-25
26-44
Gender
45-64
Age
Source: The State of Obesity in Arizona, The State of Obesity, September 2014. www.stateofobesity.org Source: The State of Obesity in Arizona. The State of Obesity. September 2014. www.stateofobesity.org
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The Number One Cause Of Death ForOne Latinos DiseaseDisease The Number Cause Is OfCardiovascular Death For Latinos Is Cardiovascular Major Causes of Death for Hispanic Latino MALES Males and MAJOR CAUSES OF DEATH FOR HISPANIC ORor LATINO ANDFemales FEMALES 35% 30%
27%
30%
25%
20%
20%
22%
15%
10%
10%
5%
5% 0%
Cardiovascular Disease
Cancer
4% 4%
Accidents
Diabetes Mellitus
Latino Males
3% 3%
2% 3%
Chronic Respiratory Disease
Influenza/Pneumonia
Latino Females
Source: Statistical Fact Sheet 2013 Update, American Heart Association, 2013. Heart.org
Source: Statistical Fact Sheet 2013 Update. American Heart Association. 2013. Heart.org
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Notes
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10,888
During 2013, Latinos were diagnosed with HIV in the United States and Territories. Source: Latino Commission on AIDS
NATIONAL HIV/AIDS STRATEGY: UPDATED TO 2020
5 Major Changes Since 2010
NATIONAL HIV/AIDS STRATEGY: UPDATED TO 2020 Since the first National HIV/AIDS Strategy was released in 2010, major advances have
5 MAJOR CHANGES SINCE 2010
transformed how we respond to HIV, provided new tools to prevent new infections, and improved access to care. With a vision for the next five years, our National HIV/AIDS Since the first National HIV/AIDS Strategy was released in 2010, major advances have transformed how we respond to HIV, provided new
Strategy been and updated to leverage achievements look ahead tools to prevent has new infections, improved access to care. With these a vision for the next five years, ourand National HIV/AIDS Strategytohas2020. been
updated to leverage these achievements and look ahead to 2020.
Our prevention toolkit has expanded.
The Affordable Care Act HIV testing and has transformed health treatment are care access. recommended. Federal Guidelines now recommend routine HIV screening for people aged
Pre-Exposure Prophylaxis (PrEP) A daily pill to prevent HIV. When taken consistently, can reduce the risk of HIV by up to
92
%
Treatment as Prevention The risk of HIV is reduced by
96% in those who have achieved viral suppression (they have very low levels of HIV in the body).
Millions more individuals now have affordable, quality health coverage.
There is no denial of coverage for pre-existing conditions, like HIV. Preventive services are covered without co-pays, including HIV testing.
15 65 TO
Improving HIV Care Continuum outcomes is a priority.
Research is unlocking new knowledge and tools.
President Obama’s HIV Care Continuum Initiative directed Federal departments to increase the number of individuals who are:
• Evidence that starting HIV treatment early lowers the risk of developing AIDS or other serious illnesses
diagnosed with HIV linked to HIV care
CDC updated recommendations for HIV testing to help labs detect infections earlier. Federal HIV treatment guidelines now recommend antiretroviral therapy for all HIV-infected individuals.
Protections against sex or disability discrimination in health care.
retained in HIV care prescribed HIV treatment virally suppressed (having very low levels of HIV in their body). 87%
• New HIV testing technologies, including new diagnostic tests • New HIV medications with fewer side effects, less frequent dosing, and a lower risk of drug resistance • Continued investigation of long-acting drugs for HIV treatment and prevention, an HIV vaccine, and, ultimately, a cure.
81% 39%
36% 30%
Learn more about the National HIV/AIDS Strategy: Updated to 2020 at AIDS.gov/2020 #HIV2020 Source: National HIV/AIDS Strategy, updated to 2020. AIDS.gov/2020
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Although Hispanic Enrollment In Health Plans Has Increased The Past Couple Of Years, Increasing Enrollment Among Hispanics To Equal The General Population Will Require Targeted Efforts – Health Affairs Blog Although Hispanic Enrollment in Health Plans Has Increased the Past Couple of Years, Increasing Enrollment Among Hispanics to Equal the General Population Will Require Targeted Efforts – Health Affair Blog Shopping Behavior Among Consumers Eligible for Qualified Health Plans Shopping Behavior Among Consumers Eligible for Qualified Health Plans Shopped
Enrolled in a plan
78%
39%
Did not shop
Did not enroll
31%
30%
33%
Enrolled in non-ACA individual plan
20%
10%
43% of Hispanics who shopped did not enroll, compared with 26% of the general population
Hispanics were 9 percentage points less likely to shop
Hispanics
20%
58%
69%
22%
Enrolled in ACA plan
18%
Enrolled in non-individual plan
9%
7%
General Population
Hispanics Are More Trusting Of The U.S. Healthcare System
Source: McKinsey’s Center for U.S. Health System Reform Hispanic and National 2015 OEP Surveys
Percent of Hispanic and Non-Hispanics Who Agree with the statement:
Source: McKinsey’s Center for U.S. Health S ystem Reform Hispanic and National 2015 OEP S urveys
“I trust the U.S. Healthcare System to treat me and my family fairly” Hispanics Are More Trusting Of The U.S. Health care System 28%
Percent of Hispanic and Non-Hispanics Who Agree with the statement: “I trust the U.S. Health Care System to treat me and my family fairly.”
12%
Hispanic
Non-Hispanic
Source: Yankelovich 2010 Multicultural Marketing Study, based on P16+. (Top 3 Box on 10 Point Scale Where 10 Is Trust Completely) Source: Yankelovich 2010 Multicultural Marketing Study. Based on P16+. (Top 3 Box on 10 Point Scale Where 10 Is Trust Completely) Courtesy of
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Phoenix Hispanics Spent
$1.1 Billion
on Health Care in 2014 Source: IHS Global Insight Hispanic Market Monitor 2015, Phoenix DMA Courtesy of
Latinos…Crucial to the ACA’s Success “And Just As Latinos Were Crucial To President Obama’s Reelection In 2012, They Are Now Key To The Implementation Of His Health Law. The Administration Has Made Clear That The Health Law Will Succeed Only If Latinos… Enroll. And It’s Pulling Out All The Stops To Make Sure They Do.” Source: “Health Exchange Outreach Targets Latinos,” NPR, 25 June 2013. NPR.org Courtesy of
Arizonans Continue To Benefit From The Affordable Healthcare Act (ACA) With Over 200,000 New Enrollees Selecting A Health Insurance Plan During The 2015 Open Enrollment Period. Of Those Arizonans Who Selected A Health Plan, And Provided Information On Their Race, 25% Were Hispanic. Arizonans continue to benefit from the Affordable Healthcare Act ( ACA) w ith over 200,000 new enrollees selecting a health insurance plan during the 2015 open enrollment period. Of those Arizonans w ho selected a health plan, and provided information on their race, 25% w ere Hispanic.
2015 Arizona ACA Health Plan Selection
2015 Arizona ACA Health Plan Selection 1%
6%
4%
American Indian/ Alaska Native Asian
25%
Black Latino Native Hawaiian/ Pacific Islander
62%
0% 2%
Multiracial White
Source: U.S. Department of Health & Human Services. Office of the Assistant Secretary for Planning and Evaluation, 2015 Qualified Health Plan Selections in the Health Insurance Marketplace by Race/Ethnicity and County, as of February 22, 2015
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Hispanics Showed Significant Increase In Signing Up For Health Insurance In Phoenix spanics Showed Significant Increase In Signing Up for Health Insurance in Phoenix
ffordable Care Act’s Impact in Phoenix
% Increases Among Each Group Covered by Any Health Insurance vs. Prior Year
% INCREASES AMONG EACH GROUP COVERED BY ANY HEALTH INSURANCE VS. PRIOR YEAR
25%
7%
Hispanic
Non-Hispanic
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15) vs. 2014 Release 1 (Mar ‘13 – Feb ‘14), Phoenix DMA, Adults 18+ of (Univision Logo) Courtesy Courtesy of
anic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15) vs. 2014 Release 1 (Mar ‘13 – Feb ‘14), Phoenix DMA, Adults 18+
Hispanics Represented 46% Of Those Who Signed Up For Health Insurance Vs. Last Year In Phoenix Hispanics Represented 46% Of Those Who Signed Up For Health Insurance Versus Last Year In Phoenix
% OF TOTAL ADULTS 18+ WHO SIGNED UP FOR ANY INSURANCE VS. LAST YEAR % of HEALTH Total Adults 18+ Who Signed Up BY ETHNICITY for Any Health Insurance vs. Last Year
INCREASE IN ADULTS 18+ WHO SIGNED UP FOR ANY INSURANCE VS. LAST Increase in HEALTH Adults 18+ Who Signed UpYEAR for
Any Health Insurance vs. Last Year
by Ethnicity
177,762
46%
152,850 54% Hispanic
Non-Hispanic
Hispanic
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15) vs. 2014 Release 1 (Mar ‘13 – Feb ‘14), Phoenix DMA, Adults 18+ Researcher’s Tip: Self-reported consumer survey figures may differ from U.S. Dept of Health & Human Services records due to a variety of reasons including different geographic areas, time frame of data collection, etc. Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15) vs. 2014 Release 1 (Mar ‘13 – Feb ‘14), Phoenix DMA, Adults 18+
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Non-Hispanic
Courtesy of (Univision Logo)
Courtesy of
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The Percentage Of Insured Hispanics In Phoenix Has Increased Dramatically In The Past Few Years The Percentage Of Insured Hispanics In Phoenix Has Increased Dramatically In The Past Few Years
PERCENT OF HISPANIC ADULTS 18+ WITH ANY HEALTH INSURANCE IN PHOENIX Percent of Hispanic Adults 18+ with Any Health Insurance in Phoenix
85%
82% 78%
80% 75% 70%
68%
67%
65% 60%
58%
55% 50%
Aug '12 Jan '13
Feb '13 Jul '13
Aug '13 Jan '14
Mar '14 Jul '14
Source: Hispanic Scarborough Study, 2013 Release 1 (Current) 2015 Release 1 (Current), Phoenix DMA, Adults 18+ Source: Hispanic Scarborough Study, 2013 Release 1 (Current)through through 2015 Release 1 (Current), Phoenix DMA, Adults 18+
Aug '14 Jan '15
Courtesy of (Univision Logo)
Courtesy of
Preferences For Health Insurance In Phoenix Differ. However, Blue Cross Blue Shield Is The Preferred Provider Phoenix Hispanic’s Preferences For Health Insurance Differs From Non-Hispanics’. However, for Both and Non-Hispanics Blue Cross Blue Shield is theHispanics preferred insurance for Hispanics and Non-Hispanics Percentage of Insured Phoenix Hispanics and Non-Hispanics by Group/Individual Health Insurance Provider PERCENTAGE OF INSURED PHOENIX HISPANICS AND NON-HISPANICS BY GROUP/INDIVIDUAL HEALTH INSURANCE PROVIDER
28%
30%
26%
25%
25%
20%
25%
19% 15%
13% 12%
20%
15%
11%
10%
5% 5% 4% 3% Blue Cross Blue Shield
UnitedHealthcare Blue Cross UnitedHealthcare Blue Shield
CIGNA CIGNA
Aetna
Aetna
Health Net Health Net
Non-Hispanic
1% 2%
Humana Humana
5%
0% 0%
State Farm State Farm
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ with Any Health Insurance Researcher’s Tip: State Farm and Aflac are resellers of health Insurance and may be double counted proportionally in actual health
A Z 127
Other provider Other Provider
0%
Hispanic Hispanic
Source: Hispanicproviders’ Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ with Any Health Insurance insurance figures.
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Aflac Aflac
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Courtesy of Courtesy of (Univision Logo)
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Hispanics Use Significantly Less Medicare HispanicsThan use significantly less Medicare than non-Hispanics Non-Hispanics Ranked by Percentage of Hispanics Using Each Type of Health Insurance
RANKED BY PERCENTAGE OF HISPANICS USING EACH TYPE OF HEALTH INSURANCE 38% 34% 31% 25% 19%
17%
17%
15%
15%
10% 1% PPO
Other type
Medicaid, etc.
HMO
Hispanic
Medicare
5%
1%
Military
3%
POS (Point of Service)
Non-Hispanic Courtesy of (Univision Logo)
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ with Any Health Insurance Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ with Any Health Insurance
Courtesy of
Hispanics Are Visiting Fewer Specialists Than Non-Hispanics With The Exception Hispanics visiting less specialists than Non-Hispanics with the exception of the Obstetrician/Gynecologist Ofare Obstetricians/Gynecologists Ranked by Percentage of Hispanics Using Medical Specialists in the Past 12 Months
RANKED BY PERCENTAGE OF HISPANICS USING MEDICAL SPECIALISTS IN THE PAST 12 MONTHS 50% 38%
23%
27% 19%
24%
24% 18%
17% 14%
11%
7%
8%
6%
15%
14% 6%
6% 1%
Dentist
Eye doctor
OB/GYN
Other specialist
Eye examiner
Hispanic
Physical therapist
Cardiologist Chiropractor
Courtesy of (Univision Logo)
Courtesy of
A Z 128
Cosmetic surgeon
Non-Hispanic
Source: HispanicSource: Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+
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Skin doctor
0%
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Top Medical Services Used In Phoenix RANKED BY PERCENTAGE OF HISPANICS USING MEDICAL SERVICES IN PAST 3 YEARS MEDICAL SERVICE Other Medical Service Hospital Emergency Room Pediatrics Urgent Care Facility (Excluding ER) Maternity Care Any Overnight Stay Procedure Orthopedics Neurology Teeth Whitening, Veneers, Etc. Corrective Eye Surgery Cardiac Care Cancer/Oncology Mental Health
HISPANIC RANK
% OF HISPANICS
NON-HISPANIC RANK
% OF NON-HISPANIC
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13
33.0% 31.9% 20.9% 19.1% 15.6% 10.0% 7.3% 7.0% 5.9% 4.2% 4.0% 3.8% 3.6%
#2 #1 #6 #3 #10 #4 #8 #9 #11 #12 #4 #7 #13
32.8% 36.4% 11.2% 26.3% 7.5% 14.5% 8.8% 7.7% 5.2% 5.1% 14.5% 9.3% 4.7%
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ Courtesy of
Top 10 Hospitals Used In Phoenix RANKED BY PERCENTAGE OF HISPANICS USING HOSPITALS IN PAST 3 YEARS HOSPITAL SERVICE St. Joseph Hospital & Medical Center Phoenix Children’s Hospital Other Hospital Banner Good Samaritan Medical Center Phoenix Baptist Hospital Other Banner Health Hospital Maryvale Hospital Maricopa Medical Center Banner Desert Medical Center Banner Thunderbird Medical Center Banner Baywood Medical Center John C. Lincoln North Mountain Hospital
HISPANIC RANK
% OF HISPANICS
NON-HISPANIC RANK
% OF NON-HISPANIC
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12
15.0% 14.3% 12.2% 10.7% 10.6% 8.7% 8.2% 8.1% 8.0% 7.4% 4.8% 4.3%
#9 #18 #1 #8 #11 #4 #22 #20 #3 #2 #6 #5
4.3% 1.6% 17.0% 4.8% 4.0% 6.6% 0.5% 1.3% 6.9% 7.0% 5.2% 6.2%
Source: Hispanic Scarborough Study 2015 Release 1 ( Feb ’14 – Jan ‘15), Phoenix DMA, Base: Adults 18+ Courtesy of
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Tucson Hispanics Spent
$370 Million on Healthcare in 2014
For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!
Source: IHS Global Insight Hispanic Market Monitor 2015, Tucson DMA Courtesy of
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130
BUILDING AN INTERNATIONAL ECONOMIC NETWORK
JOIN NOW!
¡INSCRÍBASE HOY! BUILDING AN INTERNATIONAL ECONOMIC NETWORK CONSTRUYENDO UNA RED DE ECONOMÍA INTERNACIONAL
CONSTRUYENDO UNA RED DE ECONOMÍA INTERNACIONAL
A FREE business-to-business website that connects businesses across international boundaries to improve freight and trade. • Connect with companies throughout Arizona, Mexico and Canada. • Show others what your business offers and find ways to collaborate. • Search for businesses in the extensive BIEN network.
Una página de internet GRATIS que conecta compañías a través de fronteras internacionales para mejorar la carga y el comercio. • Conéctese con compañías a través de Arizona, México y Canadá. • Muestre lo que ofrece su negocio e identifique maneras de colaborar. • Use la extensa red de BIEN para buscar negocios.
www.CONNECTBIEN.com
For more information, please contact the Maricopa Association of Governments at (602) 254-6300 or connectbien@azmag.gov Para más información por favor ponerse en contacto con la Asociación de Gobiernos de Maricopa al (602) 254-6300 o enviar un email a connectbien@azmag.gov
YO SOY PCH. YoSoyPCH.org
Join us in helping the patients of Phoenix Children’s Hospital The Phoenix Children’s Hospital Foundation is a proud partner of the Arizona Hispanic Chamber of Commerce
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Bienvenido a Phoenix Children’s Hospital Phoenix Children’s is one of the largest and most respected children’s hospitals in the nation, providing world-class care in 75 subspecialty fields of pediatric medicine. It’s a privilege to serve our patients and families. We’re proud of what we do. And we’re honored to have the support of individuals and partners in our community who share our vision. More about us: Phoenix Children’s Hospital is ranked in the top 50 pediatric facilities in the country in 9 out of 10 specialty fields of medicine by U.S. News and World Report. In 2014 alone, we treated more than 150,000 patients, provided care during more than 237,000 outpatient visits, saw more than 83,000 children in our Emergency Department and performed more than 16,000 surgeries. Phoenix Children’s Hospital is home to the only Level 1 Pediatric Trauma Center in Arizona, one of the busiest in the nation with more than 2,500 patients treated in 2014. Nearly 40% of all patients treated at Phoenix Children’s are Hispanic/Latino. Below is the breakdown within each of our Hospital’s Centers of Excellence of the Hispanic population: Center for Cancer and Blood Disorders: 33% (361 patients) •
Barrow Neurological Institute at Phoenix Children’s Hospital: 33% (595 cases)
•
Children’s Heart Center: 29% (257 patients)
•
Newborn Intensive Care Unit: 45% (230 patients)
•
Center for Pediatric Orthopedics: 31%
72,901 (40%) total Hispanic patients in 2014
•
9,195 (13%) Uninsured
•
47,104 (65%) Underinsured
Phoenix Children’s Hospital provides Language Services to all of our monolingual families. In 2014, Phoenix Children’s provided the following: •
(252 patients) •
•
718 English to Spanish written translation projects completed
Level 1 Pediatric Trauma Center: 39% (996 patients)
Phoenix Children’s Hospital is the largest provider of pediatric health care services to low-income Hispanic children
•
959 Spanish discharge instructions provided
•
69,929 Spanish interpreter encounters (staff and telephonic interpreters)
•
covered 24/7 by staff interpreters
in Arizona:
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13,762 Spanish-speaking admissions to the ED
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Photos Courtesy of BCBSAZ
•
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In addition to caring for children at the hospital and in our
•
Comprehensive Health Screenings. Vision, hearing,
satellite urgent care centers, Phoenix Children’s is also active
immunization and developmental screenings are
in the community with our injury prevention and community
universally offered as-needed. Vaccinations can be
outreach programs, such as the Crews’n Healthmobile.
administered at fixed-site clinics.
Founded in 2000, Phoenix Children’s Hospital created the
•
Medical Treatment, including medical examinations
Crews’n Healthmobile, a 38-foot Mobile Medical Unit of-
and wellness care, minor surgical procedures, dis-
fering free primary and preventative health care services to
pensing of medications, testing/treatment for sex-
children and youth victimized by homelessness and those
ually transmitted illness and pregnancy, and mental
at highest risk of becoming homeless. The mission of the
health screening/evaluation and referrals.
Crews’n Healthmobile is to provide hope and holistic healthcare to homeless and at-risk children and youth, birth through
•
Medical/Community Referrals and Follow-Up. The
24-years-old. Since it took to the streets 15 years ago, the
program has existing partnerships with organiza-
Crews’n Healthmobile has provided services through thou-
tions that serve homeless and impoverished youth.
sands of patient visits. Last year alone, the program provided
Additionally, staff has access to physicians through
care to over 1,700 youth through nearly 9,400 clin-
Phoenix Children’s Hospital.
ical visits. The program offers medical examinations and wellness care, immunizations, medications, testing and treat-
•
Financial Advocacy. The program provides screen-
ment for sexually transmitted illness and pregnancy, minor
ings for AHCCCS eligibility and assists in complet-
surgical procedures, hearing/vision/developmental screen-
ing the process to receive Medicaid coverage.
ings, health education, subspecialist referrals, and mental health evaluations and referrals.
•
Health Education. Staff is available to educate youth and families on numerous topics such as
The program has a far-reaching impact resulting from 24
asthma management, healthy nutrition, bullying,
weekly clinics offered through two Mobile Medical Units as
mood disorders and smoking cessation.
well as a fixed-site community clinic at UMOM New Day Centers, the largest homeless shelter for children and families
With the continuous help of existing and new partners,
in Arizona. The program also established an additional fully
sponsors and donors, Phoenix Children’s Hospital is able to
licensed fixed-site clinic at Children First Academy (CFA), a
continue providing medical help to every child in need.
local K-8 grade school where 68% of children are homeless th
and 100% are poverty stricken. Through a team of pediatric physicians, registered nurses or medical assistants and a financial advocate/patient access representative, patients
phoenixchildrensfoundation.org
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Photos Courtesy of BCBSAZ
receive:
The power of diversity We understand what it means to embrace diversity and recognize it plays a key role in the success of our economy. By partnering with organizations that promote diversity like the Arizona Hispanic Chamber of Commerce, we strengthen our communities so we can build a brighter future for Arizona, while celebrating the rich culture of our state. We salute the Chamber on its release of the 2015 DATOS report and all of its efforts to build a vibrant future for our communities.
aps.com
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“DATOS provides us with invaluable insights into one of our most important, and rapidly growing, customer segments. Understanding both current and future demographic trends and unique culture and value differentiators is critical in the development of our future products and services. We place heavy reliance on the data from the DATOS report and appreciate having a reputable team of individuals supporting our growth endeavors.” —Mike Tully, CEO, AAA Arizona
Latinas Now Own More Than Half Of Arizona’s Estimated 123,406 Hispanic-owned Businesses The number of Hispanic-owned businesses in Arizona soared
by only 2 percent from 491,529 to 499,927, while the num-
an astonishing 70 percent from 52,667 to 89,673 between
ber of firms owned by non-minorities actually dipped by 6
2007 and 2012, according to preliminary results from the U.S.
percent from 2007 to 2012. The number of firms owned by
Census Bureau’s 2012 Survey of Business Owners.
non-minorities nationwide decreased overall by 5 percent in that same period.
Perhaps even more impressive, Census data shows that companies owned by Hispanic women skyrocketed by 116 per-
Although growing at a rate phenomenally faster than busi-
cent from 19,367 in 2007 to 41,843 firms in 2012.
nesses overall, Latino-owned firms recorded a dramatic drop in average annual gross receipts. In 2007, U.S. Census figures
DATOS also forecasts, based on the compounded annual
showed Latino-owned firms in Arizona were tallying $155,141
growth rate of Hispanic-owned businesses statewide from
on average in gross annual revenue. In 2012, annual gross
2007 and 2012, that Arizona is now home to an estimated
receipts for Latino-owned businesses totaled $110,332, a 29
123,406 Hispanic companies overall, a majority of which
percent decrease.
(66, 429, or 54 percent) are owned by Hispanic women. (An analysis of existing Census data suggests Latina business own-
Minority-owned firms in Arizona overall recorded annual gross
ers crossed the 50 percent threshold sometime in 2014.)
receipts averaging $144,260 in 2012 compared to annual gross receipts of $166,422 in 2007, a 13 percent drop. Non-
“What the latest Census figures show is that Hispanic- and
minority firms, meanwhile, went from $458,379 to $516,191
minority-owned firms are an ever more vital and growing force
in that same period, a 12.6 percent increase.
in the state’s business community and Hispanic women are leading that charge,” said Monica Villalobos, vice president
There were a total of 3.3 million Hispanic-owned businesses
of the Arizona Hispanic Chamber of Commerce and editor of
nationwide in 2012 that employed 2.5 million people, accord-
this 2015 edition of DATOS: The State of Arizona’s Hispanic
ing to the 2012 Survey of Business Owners. The aggregate
Market.
revenue for these firms was $517.4 billion with an annual payroll of $78.7 billion in 2012.
Overall, minority-owned businesses in Arizona grew by 60 percent from 85,227 in 2007 to 136,075 in 2012. By com-
Detailed SBO data is available at www.census.gov/econ/
parison, the total number of all businesses in Arizona grew
sbo/getdata.html
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Census Business Builder: Small Business Edition mid 2015, the CensusIndustry Bureau will be releasing a Get SmartIntoolAbout Your to help small business owners get data for the type of business they want to open.
3 Easy Steps
1
Choose the type of business you are interested in opening and a location to start your search.
“Census Business Builder” is a suite of services that provides selected demographic and economic data from the U.S. Census Bureau tailored to specific types of users in a simple to access and use format. This suite currently includes the Small Business Edition and a proposed Chamber of Commerce Edition, but will include other tailored editions in the future.
The Small Business Edition offers prospective business owners selected Census Bureau Statistics to guide their research into opening their new business. This version will feature:
2
Select from economic and demographic data to view in a thematic map to help identify the best location for your business.
• Easy to use, customerfocused, Census data and more, available for free to the public. • Economic and demographic data viewable in a map, report, or table. • Trend charts to identify changes over time for your industry or customer base.
3
Click the map to view a Local Business Profile report for data on customers and competitors for your industry.
Example of report on back
• Ability to compare data to neighboring counties, and comparisons to state and national averages. • Downloadable and printable business reports with countylevel information, dynamically generated from Census Bureau data.
June 2015
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Data Just Released!
In The United States, There Are 3,320,563 Hispanic-owned Firms Employing 2,518,045 People. These Firms Have An Aggregate Revenue Of $517.4 Billion And An Aggregate Annual Payroll of $78.7 Billion. Source: United States Census Bureau Survey, 2012; Released August 2015 Hispanic Firms Are The Fastest Growing In The U.S.!
GROWTH OF OWNED FIRMS BY ETHNICITY IN THE UNITED Growth of Owned Firms by Ethnicity in the United States 2007-2012 STATES 2007-2012
50%
Hispanic Firms Are The Fastest Growing In The U.S.!
47% 41%
40%
30%
27%
25%
20%
10%
0%
-10%
-4% Hispanic
American Indian and Alaska Native
Asian
Black or African American
White
Source: United States Census Bureau Survey, 2012; Released August 2015
Source: United States Census Bureau Survey, 2012; Released August 2015
The National Growth In Revenue For All Firms Was 12%, Which Is 41 Percentage Points Less Than Revenue In Minority Firms, 36 Points Less than Hispanic Firms’ Growth and 38 Points Less than Hispanic Female Firms’ Growth
The National Growth In Revenue For All Firms Was 12%, That Is 41 Percentage Points Less Than Revenue In Minority Firms, 36 Points Less than Hispanic Firms’ Growth and 38 Points Less than Hispanic Female Firms’ Growth Revenue went from $30,032 billion in 2007 to
$33,537 billion in 2012. This is 12% increase from 2007 to 2012
Receipts, or Value Shipments for Firms the U.S. by Ownership SALES, RECEIPTS OR VALUE OF SHIPMENTSSales, FOR FIRMS INof THE U.S. BYin OWNERSHIP
$1,800
$1,566
$1,600 $1,400 $1,200
Billions
Revenue went from $30,032 billion in 2007 to $33,537 billion in 2012. This is 12% increase from 2007 to 2012.
53% Growth
$1,025
48% Growth
$1,000 $800 $600
$351
$400
$517
$56
$200 $0
50% Growth
Minority Firms
Hispanic Firms
2007
2012
Source: United States Census Bureau Survey, 2012; Released AugustSource: 2015 United States Census Bureau Survey, 2012; Released August 2015
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$84
Hispanic Female Firms
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Data Just Released!
In The U.S., Hispanic Female Firms Are Growing At A Rate Of 88%, Which Is 85 Percentage Points In The U.S., Hispanic Female Firms are Growing at a Rate of 88%, that is 85 Percentage Points Higher Than The Rate For All Firms Higher Than The Rate For All Firms Number of Firms in the U.S. by Ownership NUMBER OF FIRMS IN THE U.S. BY OWNERSHIP
2% Growth 30.0
27.1 27.6
25.0
Millions
20.0
38% Growth
15.0 10.0
5.8
43% Growth
8.0
2.3
5.0 -
All firms
Minority Firms
2007
3.3
Hispanic Firms
88% Growth 0.8
1.5
Hispanic Female Firms
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
In The U.S., An Individual Non-Hispanic Firm Made, on Average, $417 K More Than A Hispanic Firm In 2012 Revenue by Individual Firms in the United States, 2012
In The U.S., An Individual Non-Hispanic Firm Made, on Average, $417 K More Than Hispanic Firm In 2012
$700
REVENUE BY INDIVIDUAL FIRMS IN THE UNITED STATES, 2012
$573
$600
Thousands
$500
Note: Revenue is used instead of “sales, receipts or value of shipments” as stated by the United States Census Bureau
$400 $300 $200
$156
$100 $0
Hispanic
Source: United States Census Bureauis Survey, Released August 2015 Note: Revenue used2012; instead of “sales, receipts,
Non-Hispanic
or value of shipments” as stated by the United State Census Bureau
Source: United States Census Bureau Survey, 2012; Released August 2015
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Data Just Released!
In The U.S., Female Hispanic Firms Hired 38% More Employees When In Aggregate, All Firms Lost Or Dismissed 2% Of Their Workforce
In The U.S., Female Hispanic Firms Hired 38% More Employees When In Aggregate, All Firms Lost Or Dismissed 2% Of Their Workforce Number of paid employees for all firms was 117,310 Number of Paid Employees in the United States
NUMBER OF PAID EMPLOYEES IN THE UNITED STATES
9,000
33% Growth 7,722
8,000 7,000 6,000
Thousands
Number of paid employees for all firms was 117.3 million in 2007 and 115.2 million in 2012, a 2% decrease.
5,816
32% Growth
5,000 4,000 3,000
1,908
2,000
2,518
38% Growth 363
1,000 -
Thousands in 2007 and 115,249 Thousands in 2012, a 2% decrease.
Minority Firms
Hispanic Firms
2007
502
Female Hispanic Firms
2012
Source: United States Census Bureau Survey, 2012; Released August 2015
Source: United States Census Bureau Survey, 2012; Released August 2015
In The U.S., The Annual Payroll For Female Hispanic Firms Grew At A Rate Of 52%, Which Is 43 Percentage Points Higher Than The Rate For All Firms! In The U.S., Annual Payroll For Female Hispanic Firms Grew At Rate Of 52%, That Is 43 Percentage Points Higher Than The Rate For All Firms! Annual Payroll for all firms was $4,823 billion Annual Payroll in the United States
ANNUAL PAYROLL IN THE UNITED STATES
$300
+ 51% $248
$250
$200
Billions
Annual Payroll for all firms was $4.8 Trillion in 2007 and $5.2 Trillion in 2012, a 9% increase.
$5,236 billion in 2012, a 9% increase.
$164
$150
+ 47% $80
$100
$54 $50
+ 52% $9
$0
Minority Firms
Hispanic Firms
2007
2012
Source: United States Census Bureau Survey, 2012; Released August 2015
Source: United States Census Bureau Survey, 2012; Released August 2015
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$14
Female Hispanic Firms
in 2007 and
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Data Just Released!
In The U.s., Wholesale Trade Is The Leading Sector In Revenue In The U.S., Wholesale Trade Is The Leading Sector In Revenue Among Hispanic-owned Firms Among Hispanic-owned Firms A Revenue With A Revenue Of $102 billion in 2012, an increase of 59%With from 2007 Top 10 Sectors in Revenue for Hispanic-Owned Firms in the United States, 2012 Of $102 Billion In 2012, An Increase Of 59% From 2007 TOP 10 SECTORS IN REVENUE FOR HISPANIC-OWNED FIRMS IN THE UNITED STATES 2007 – 2012
$102
$120
$95
$100
$61
$58$57 $36
$34 $21
Wholesale trade
Transportation and warehousing(607)
$30
$22
Retail trade
$20
$31 $22
Manufacturing
2007
$29
Health care and social assistance
Construction
$40
$29 $20
$19
$14
Professional, scientific, Other services (except and technical services public administration)(609)
$60
$18
Administrative and support and waste management and remediation services
Billions
$80
$64
Accommodation and food services
$20
$0
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
In The U.S., The #1 Sector In Number of Firms Among The Hispanic-owned Firms Is Administrative & Support And Waste Management & Remediation Services In The U.S., The #1 Sector In Number of Firms Among The Hispanic-owned Firms Is Administrative & Support & Waste Management & Remediation Services
TopHISPANIC-OWNED 10 Sectors in Number ofFIRMS Hispanic-Owned Firms in the United States, TOP 10 SECTORS IN NUMBER OF IN THE UNITED STATES, 20072012 – 2012
600
555
529
477
500
Thousands
400
349 338
341
313 300
279
235 185
200
100
0
66
101
Accommodation Administrative and food and support and services waste management and remediation services
64
102
Arts, entertainment, and recreation
Construction
Health care and social assistance
2007
257 130 146
Professional, Real estate and Other services scientific, and rental and (except public leasing administration) technical services (605)
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
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186
Retail trade
201
244
Transportation and warehousing (603)
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Data Just Released!
In Arizona, There Are 89,673 Hispanic-owned Firms Employing 60,450 People. These Firms Have Revenue Of $9.9 Billion And An Annual Payroll Of $1.6 Billion. Note: Revenue and Annual Payroll are aggregates. Source: United States Census Bureau Survey, 2012; Released August 2015 Hispanic-owned Firms Are The Fastest Growing Firms in Arizona!
80%
Hispanic-owned Firms Are The Fastest Growing In Arizona!
Growth of Owned Firms by Ethnicity in Arizona 2007-2012
GROWTH OF OWNED FIRMS BY ETHNICITY IN ARIZONA 2007 – 2012 70%
70%
57%
60% 50%
38%
40%
31%
30% 20% 10% 0%
-6%
-10%
Hispanic
American Indian and Alaska Native
Asian
Black or African American
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
In Arizona, Female Hispanic Firms Are Growing At A Rate Of 116%, 114 Percentage Points Higher Than The Rate For All Firms! In Arizona, Female Hispanic Firms Are Growing At A Rate Of 116%, 114 Percentage Points Higher Than The Rate For All Firms!
600
500
2% Growth 492
Number of Firms in Arizona
NUMBER OF FIRMS IN ARIZONA
500
Thousands
400
60% Growth
300
200
85
100
0
All Firms
70% Growth
136 53
Minority Firms
2007
90
19
Hispanic Firms
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
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Female Hispanic Firms
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In Arizona, Revenues Of Minority Firms and Female Hispanic Firms Are Growing At A Rate Of 38%, Which Is 37 Percentage Points Higher Than The Revenue For All Firms!
In Arizona, Revenues Of Minority Firms and Female Hispanic Firms Are Growing At A Rate Of 38%, That Is 37 Percentage Points Higher Than The Revenue Of All Firms! Revenue of all firms in Arizona was Revenue of Firms in Arizona $492.6 Billion in 2007 and $497.2 Billion in 2012, an increase of 1%.
REVENUE OF FIRMS IN ARIZONA $25.0
Revenue for all firms in Arizona was $492.6 Billion in 2007 and $497.2 Billion in 2012, an increase of 1%.
38% Growth $19.6
$20.0
$14.2
Billions
$15.0
24% Growth $9.9
$8.0
$10.0
$5.0
$0.0
38% Growth $1.5
Minority Firms
Hispanic Firms
2007
$2.1
Female Hispanic Firms
2012
Source: United States Census Bureau Survey, 2012; Released August 2015
Note: Revenue is used instead of “sales, receipts, or value of shipments” as stated by the United State Census Bureau Note: Revenue is used instead of “sales, receipts or value of shipments” as stated by the United State Census Bureau Source: United States Census Bureau Survey, 2012; Released August 2015
In Arizona, An Individual Non-Hispanic Firm Generated, On Average, $372K More In Arizona, An Individual Non-Hispanic Firm Generated, On Average, $382K More Than A Hispanic Firm In 2012 Revenue by Individual Firms in Arizona, 20 Than A Hispanic Firm In 2012 $600 REVENUE BY INDIVIDUAL FIRMS IN ARIZONA 2012 $500
$482
Note: Revenue is used instead of “sales, receipts or value of shipments” as stated by the United State Census Bureau
Thousands
$400
$300
$200
$110 $100
$0
Hispanic
Non-Hispanic
Source: United States Census Bureau Survey, 2012; Released August 2015
Note: Revenue is used instead of “sales, receipts, or value of shipments” as stated by the United State Census Bureau
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In Arizona, Hispanic Firms Hired 11% More Employees, When in the Aggregate, All Firms Lost In Arizona, Hispanic Firms Hired 11% More Employees, When in the Aggregate, All Firms Lost O Or Dismissed 10% Of Their Workforce Dismissed 10% Of Their Workforce Number of Paid Employees in Arizona
Number of paid employees for a firms was 2,299 Thousands in 2 and 2,067 Thousands in 2012, 10% decrease.
NUMBER OF PAID EMPLOYEES IN ARIZONA + 25% 124
120 100
Thousands
Number of paid employees for all firms was 2.3 Million in 2007 and 2.1 Million in 2012, a 10% decrease.
140
99
+ 11%
80
60
55
60
-9%
40
13
20 -
Minority Firms
Hispanic Firms
2007 Source:August United States Census Source: United States Census Bureau Survey, 2012; Released 2015
12
Female Hispanic Firms
2012
Bureau Survey, 2012; Released August 2015
In Arizona, Annual Payroll For Hispanic Firms Grew At A Rate Of 13%, That Is 12 Percentage Points Higher Than The Rate For All Firms! In Arizona, Annual Payroll For Hispanic Firms Grew At A Rate Of 13%, That Is 12 Percentage Points Higher Than The RatePayroll For All Firms! Annual in Arizona
ANNUAL PAYROLL IN ARIZONA 4,000
+ 34% 3,450
3,500
3,000
2,566
+ 13%
2,500
Millions
Annual Payroll for all firms was $86.5 Billion in 2007 and $85.6 Billion in 2012, a 1% decrease.
Annual Payroll for all firms was $86,514 Millions in 2007 and $8 Millions in 2012, a 1% decrease.
2,000
1,442
1,500
1,636
-2%
1,000
341
500
-
Minority Firms
Hispanic Firms
2007
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
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Female Hispanic Firms
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In Arizona, Wholesale Trade Is The Leading Sector In In Arizona, WholesaleAmong Trade Is The Leading Sector In Revenue AmongFirms Hispanic-owned A Revenue Of Revenue Hispanic-owned WithFirmsAWith Revenue of $2.1 Billion in 2012, An Increase Of 72% from 2007 Top 10 Sectors in Revenue of Hispanic-Owned Firms in Arizona, 2012 $2.1 Billion In 2012, An Increase Of 72% From 2007 TOP 10 SECTORS IN REVENUE OF HISPANIC-OWNED FIRMS IN ARIZONA 2012
$2,500
$2,072 $1,864
$2,000
$1,338
Millions
$1,500
$837
$1,000
$635
$1,206 $848
$758 $481
$500
$0
$1,249 $1,191
$292
Accommodation Administrative and and food services support and waste management and remediation services
Construction
$427
Health care and social assistance
$386
$471
Manufacturing
2007
$447 $436
$353
Other services (except public administration) (605)
$545
Professional, scientific, and technical services
$428
Retail trade
Transportation and Wholesale trade warehousing (603)
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
In Arizona, The #1 Sector In Number Of Firms Among Hispanic-owned Firms Is The Same As The National Sector
In Arizona, The #1 Sector In Number Of Firms Among Hispanic-owned Firms Is The Same As The National Sector Top 10 Sectors in Number of Hispanic-Owned Firms in Arizona, 2012
TOP 10 SECTORS IN NUMBER OF HISPANIC-OWNED FIRMS IN ARIZONA 2012
20
17
18
15
16
Thousands
14
12
12
10
10
8
7
8
6
5
6 4 2 0
2
3
Accommodation and food services
2 Administrative and support and waste management and remediation services
3
Arts, entertainment, and recreation
7
7 4 4
5
4
5
2 Construction
Health care and social Other services (except Professional, scientific,Real estate and rental assistance public and technical services and leasing administration)(609)
2007
2012
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
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Retail trade
Transportation and warehousing(607)
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1 in 2 Hispanic Firms In The U.S. (and 4 in 5 in Arizona) Are Owned By A Mexican-American! 1 in 2 Hispanic Firms in the U.S. are Owned by a Mexican-American; 4 in 5 in Arizona!
Percentage Share of Hispanic-owned Firms by Nationality, 2012
PERCENTAGE SHARE OF HISPANIC-OWNED FIRMS BY NATIONALITY 2012 Arizona
United States 8%
Note: Hispanicowned firms in the U.S. for this graphic only include Hispanic firms owned by the nationalities on the legend.
34%
9%
2% 1%
13%
Cuban Mexican, Mexican American, Chicano
89,193
3,301,154
Other Hispanic, Latino or Spanish
Hispanic-owned Firms in Arizona
Hispanic-owned Firms in the U.S.
Puerto Rican
83%
49% Source: United States Census Bureau Survey, 2012; Released August 2015
Source: United States Census Bureau Survey, 2012; Released August 2015
Note: Hispanic-Owned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend.
In The U.S. (And 81% In Arizona), Mexican-American Firms Generate Almost HALF Of The Revenue Earned By Hispanic Firms! 1 in 2 Hispanic Firms in the U.S. are Owned by a Mexican-American; 4 in 5 in Arizona! In the U.S., Mexican-American Firms Generate Almost HALF of the Revenue Earned by Hispanic Firms; 81% in Arizona!
Note: Revenue is used instead of “sales, receipts or value of shipments” as stated by the United States Census Bureau. Hispanic-owned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend.
Share Revenue by BY Nationality ofFirms Hispanic-owned Firms,2012 2012 Percentage Share of Hispanic-owned by Nationality, PERCENTAGEPercentage SHARE OF of REVENUE NATIONALITY OF HISPANIC-OWNED FIRMS 2012
Arizona Arizona
United States United States 6%8%
28%
34%
9% 19%
12% 13%
1% 1% 2% 6% Cuban Cuban Mexican, Mexican Mexican, Mexican American, Chicano American, Chicano Other Hispanic, Latino or Spanish Other Hispanic, Latino, or Spanish Puerto Rican
89,193 $9.8 Billion
$509 Billion 3,301,154
Hispanic-owned of Revenue in Arizona Firms in Arizona
of Revenue in the U.S. Hispanic-owned Firms in the U.S.
83%
49% 47%
Puerto Rican
81%
Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
Note: Revenue is used instead of “sales, receipts, or value of shipments” as stated by the United State Census Bureau. Note: Hispanic-Owned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend. Hispanic-Owned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend. Source: United States Census Bureau Survey, 2012; Released August 2015
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In the U.S., Mexican-American Firms Employ 1 in 2 People Working at Hispanic Firms; 4 in 5 in Arizona! 1 in 2 Hispanic Firms in the U.S. are Owned by a Mexican-American; 4 in 5 in Arizona! In the U.S., Mexican-American Firms Employ 1 in 2 People Working at Hispanic Firms; 4 in 5 in Arizona! PERCENTAGE SHARE OF EMPLOYEES PAID BYofNATIONALITY OF HISPANIC-OWNED FIRMS Percentage Share Hispanic-owned Firms by Nationality, 2012 Percentage Share of Employees Paid by Nationality of Hispanic-owned Firms, 2012 2012
United States
Note: Hispanicowned firms in the U.S. for this graphic only include Hispanic firms owned by the nationalities on the legend.
Arizona
7% United States 12%
8%
Arizona 1% 7%
14%
9%
13%
2% 1%
Cuban Cuban
27%
34%
2,474,519 3,301,154
Mexican, Mexican Mexican, Mexican American, Chicano American, Chicano
59,945 89,193
Employees
Other Hispanic, Other Hispanic, Latino or Spanish Latino, or Spanish
Employees Hispanic-owned
Hispanic-owned Firms in the U.S.
Firms in Arizona
Puerto Rican Puerto Rican
83%
55%
49%
79%
Source: United States Census Bureau Survey, 2012;Released Released August August 2015 2015 Source: United States Census Bureau Survey, 2012; Source: United States Census Bureau Survey, 2012; Released August 2015
Note:Hispanic-Owned Hispanic-Owned firms only includes Hispanic firmsfirms owned by the on theonlegend. Note: firms inin the theU.S. U.S.for forthis thisgraphic graphic only includes Hispanic owned by nationalities the nationalities the legend.
In The U.S., Mexican American Firms Pay Almost HALF of the Annual Payroll by Hispanic Firms; 76% in Arizona! 1 in 2 Hispanic Firms in the U.S. are Owned by a Mexican-American; 4 in 5 in Arizona!
PERCENTAGEIn The SHARE OF American ANNUAL PAYROLL NATIONALITY FIRM U.S., Mexican Firms Pay Almost HALF ofBY the Annual Payroll by HispanicOF Firms;HISPANIC-OWNED 76% in Arizona! Percentage Share of Hispanic-owned Firms by Nationality, 2012 2012 Percentage Share of Annual Payroll by Nationality of Hispanic-owned Firm, 2012 United States United States 9%
Note: Hispanicowned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend.
8%
27%
34%
15% 9%
14% 13%
$78 Billion 3,301,154
Arizona Arizona 1% 2% 1%
9% Cuban
Cuban
$1.6 Billion 89,193
Annual Payroll Hispanic-owned Firms in the U.S.
Annual Payroll Hispanic-owned Firms in Arizona
Mexican, Mexican American, Chicano Mexican, Mexican American, Chicano Other Hispanic, Other Latino, orHispanic, Spanish Latino or Spanish Puerto Rican Puerto Rican
83% 76%
49% 49% Source: United States Census Bureau Survey, 2012; Released August 2015 Source: United States Census Bureau Survey, 2012; Released August 2015
Source: United States Census Bureau Survey, Note: 2012; Released August Hispanic-Owned firms2015 in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend. Note: Hispanic-Owned firms in the U.S. for this graphic only includes Hispanic firms owned by the nationalities on the legend.
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Digital Marketing Whiz Started Business With $20 And A Dream The 19th Century author Oscar Wilde said, “Youth is wasted on the young.”
The common thread to success with these sites is “marketing and advertising,” said Elizetxe, who notes that his company has grown from a sole proprietorship to over 40 team members, nearly all of whom work from remote locations. Many of them are contractors.
Granted, Wilde lived in an age long before the advent of the Internet and the likes of Facebook’s Mark Zuckerberg, Google’s Larry Page and Arizona’s Josh Valdez-Elizetxe. Okay, Elizetxe hasn’t quite joined the ranks of global tech titans like Page and Zuckerberg, but give him time…give him time.
As to why he lives and works in Phoenix, Elizetxe said, “I think Arizona’s a fantastic place to do business. I think it’s wrong to think Silicon Valley is the only place to find talented people. The only thing I need is a laptop and great Wi-Fi.”
Elizetxe is the President of Foresold, and founder of Tomi Academy, an online training program for entrepreneurs. A self-described “new wave entrepreneur,” he is best known for his digital marketing expertise. Elizetxe started his first company as a high school freshman with a $20 loan from his parents. He used that money to buy his first domain name, and then began building websites. After graduating valedictorian at Alhambra High School in 2011, Elizetxe went on to study computer information systems at Arizona State University (he was the first in his family to graduate high school and college).
He also likes that Arizona has a talented pool of skilled immigrant workers, said Elizetxe, who are “intellectually hungrier than most people from here” and are not afraid to join a risk-inclined, startup venture. Elizetxe also sets time aside to share his story and his ideas with young people, including Latino and minority youth. “I tell them, ‘Most speakers who talk to you come from outside of your community, but I was literally in the place where you’re sitting.’ ”
He wasted no time finishing his undergraduate degree. No kidding. Taking 20+ credits each semester, while also completing the rigorous requirements of the Barrett Honors College, Elizetxe earned his bachelor’s and graduated summa cum laude in just two years.
He says he is not afraid to get personal when he talks to the students he meets. “If it’s one-on-one, tears come out. Tears come out on both sides,” said Elizetxe. “I love talking to them and I’m just grateful I’m able to inspire.”
“I was running my business from my Barrett dorm room and closing deals between classes,” Elizetxe told the Arizona Republic in a recent feature about ASU-trained entrepreneurs. His parents wanted him to become a doctor. Elizetxe wanted to study business. “In accounting, I would learn things and apply it to my business that evening.” Today, Elizetxe’s various companies generate millions in revenue, though he has yet to seek venture capital investment. He doesn’t have anything against it, he just hasn’t needed it.
Today, Elizetxe says he’s shifted away from developing digital marketing campaigns for other companies to the business of creating online companies. In the past 12 months, he said he and his team have created websites selling products as diverse as garage door parts to gourmet food. Every month, over 10 million people visit the websites in Elizetxe’s portfolio.
To learn more about Elizetxe, visit JoshuaElizetxe.com or TomiAcademy.com.
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Photos Courtesy of Joshua Elizetxe
Elizetxe adds one reason he hasn’t yet solicited venture capital may be because “I came from a house where you don’t talk about venture capital at the kitchen table.”
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From 2002 To 2015, Latina-Owned Businesses In Arizona Have Increased By 73%
From 2002 To 2015, Latina-Owned Businesses In Arizona Have Increased By
TREND INTrend GROWTH WOMEN-OWNED in Growth of OF Women-Owned Businesses, 2002 -BUSINESSES 2015 2002 - 2015 21,400 19,367
12,389
73
%
2002
2007
2015
Source: The State Of Women-Owned Businesses Summary Tables, Source: 2015. The State Of Women-Owned Businesses Summary Tables, 2015. *2015 Estimates *2015 Estimates http://www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf
Arizona Latina-Owned Businesses Had A
94
%
15
Arizona Businesses OF HadLATINA-OWNED A 94% Increase In Sales From 2002 To 2015 SALESLatina-Owned TREND GROWTH BUSINESSES Sales Trend Growth of Latina-Owned Businesses
$1.697,100 Sales ($000)
$1,521,989
$876,158
Increase In Sales From 2002 To 2015 2002
2007
2015
Source: The State Of Women-Owned Businesses Summary Tables, 2015.Source: The State Of Women-Owned Businesses Summary Tables, 2015. *2015 Estimates http://www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf *2015 Estimates www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf
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Since 2014, The Trend In Net Number of New Latina-Owned Businesses Per Day Is Currently TREND IN NETSurpassing NUMBERPrevious OF NEW YearsLATINA-OWNED Trends
Since 2014, The Trend In Net Number Of New LatinaOwned Businesses Per Day Is Currently Surpassing Previous Years Trends
BUSINESSES PER DAY Trend in Net Number of New Latina-Owned Businesses Per Day
168*
123 105*
1997-2007
2007-2015
Source: The State Of Women-Owned Businesses Summary Tables, 2015.
Estimates Source: The State Of Women-Owned Businesses Summary Tables,*2015 2015. http://www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf *2015 Estimates www.womenable.com/content/userfiles/2015_State_of_Women-Owned_Businesses_Report-Summary_Tables.pdf
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In 2012, U.S.-born Workers Were Nearly 3x More Likely To Work In A Professional, Management, Business Or Finance Occupation Than Unauthorized Immigrants In 2012, U.S. Born Workers Were Nearly 3x More Likely To Work In a Professional, Management, Business Or Finance Occupation Than Unauthorized Immigrants
U.S.-BORN ANDImmigrant UNAUTHORIZED WORKERS, BY MAJOR OCCUPATION U.S. Born and Unauthorized Workers, IMMIGRANT by Major Occupation, 2012 2012
13%
Professional, Management, Business and Finance
36%
13%
Sales, Office Administrative Support
26%
4%
Farming, Fishing and Forestry
1%
8%
Transportation and Material Moving
6%
14%
Production, Installation and Repair Construction and Extraction
9%
15%
5%
33%
Service 0%
5%
10%
15%
Unauthorized Immigrants
17%
20%
25%
30%
35%
40%
U.S.-born
Source: Pew Research Center Estimates Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) www.pewhispanic.org/2015/03/26/share-of-unauthorized-immigrant-workers-in-production-construction-jobs-falls-since-2007/ Source: Pew Research Center Estimates Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) http://www.pewhispanic.org/2015/03/26/share-of-unauthorized-immigrant-workers-in-production-construction-jobs-falls-since-2007/
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In The United States, 26% Of Unauthorized Immigrants In The United States, 26% Of Unauthorized Immigrants Work In Farming, Work In Farming, Fishing Or Forestry Fishing Or Forestry Occupations with high shares of unauthorized immigrants, 2012
OCCUPATIONS WITH HIGH SHARES OF UNAUTHORIZED IMMIGRANTS 2012 26%
Farming, Fishing and Foresty
17%
Building/Ground Cleaning & Maintenance
14%
Construction and Extraction
11%
Food Preparation & Serving
9%
Production
7%
Transportation and Material Moving
Civilian Labor Force
5%
Source: Pew Research Center Estimates Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS)
www.pewhispanic.org/2015/03/26/share-of-unauthorized-immigrant-workers-in-production-construction-jobs-falls-since-2007/ Source: Pew Research Center Estimates Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) http://www.pewhispanic.org/2015/03/26/share-of-unauthorized-immigrant-workers-in-production-construction-jobs-falls-since-2007/
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Datos Co-Founder Recalls Report’s Creation Gema Duarte Luna The 2015 edition of DATOS: The State of Arizona’s Hispanic Market, published by the Arizona Hispanic Chamber of Commerce, is a more than 300-page annual report featuring the latest research on the growing economic impact of the state’s 2.2 million Latinos.
DATOS breakfast conference—SRP as the presenting sponsor—is expected to draw over 1,000 business and community leaders). “We knew it had to be a quality event if people were going to take DATOS seriously,” she said. “Sandy did the first data presentation, followed by a keynote address by a senior marketing manager from U S WEST and Bank of America was our presenting sponsor.”
Gema Duarte Luna, a former chair of the AZHCC board, remembers when DATOS was just an idea whose time had come. “[In 1996], the Hispanic Chamber was involved in a successful Cinco de Mayo celebration. We also had our big fundraiser in the Black & White gala (which celebrates its 58th anniversary in 2016). We had mixers and other events, but we needed a business-focused signature event,” said Duarte Luna.
At that first DATOS event, Duarte Luna said the Chamber placed a map highlighting the demographic presence of metro-Phoenix Hispanics at each table setting, along with a pocket Spanish-English dictionary. As a consultant for ASU today, Duarte Luna spends most of her time providing support for the César Chávez Leadership Institute, CCLI, and other related programs, which promote the iconic civil rights leader’s belief in social justice and the value of education.
Duarte Luna added, “People back then were always looking for data, datos, about the Hispanic market but it wasn’t very easy to get. This was in the time before people just used the Internet to look everything up.” Now a consultant to Arizona State University, Duarte Luna worked in the early days of DATOS at Bank of America, where she was in charge of multicultural marketing in Arizona, New Mexico, Nevada and El Paso, Texas.
In some ways, Duarte Luna has come full circle, since she was at Bank of America when CCLI was established in 1995, and she was a student at ASU and served as the president of the Hispanic Student Business Association when the first Hispanic Convocation was held in 1984.
“Another reason we needed something like DATOS was so I would have a data-driven answer for my boss when he asked why we were sponsoring the Hispanic Chamber,” Duarte Luna said.
Duarte Luna’s daughter, Ariana, is now a business major at ASU. Her son, Nico, is majoring in engineering at the University of Southern California in Los Angeles. Her husband, Paul Luna, is the president and CEO of the Helios Education Foundation.
Photos Courtesy of Gema Duarte Luna
The founders of the DATOS report included Duarte Luna, Sandra Ferniza, the AZHCC president and CEO at the time, and Rhonda Carrillo, who also worked at the Chamber, and now works for ASU. Duarte Luna said that with help from Dawn Donohoe, a communications specialist at Bank of America, “Rhonda, Sandy and I would meet at the Bank of America office to plan the event program and lay out the report,” which depended primarily on U.S. Census data. The first DATOS event was held at the Ritz Carlton in Phoenix. About 180 people attended. (This year’s annual
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In 2012, 38% Of Unauthorized Immigrants In Arizona Worked in Service Occupations
The Highest Labor Occupation For Unauthorized Immigrants In Arizona Was Service At 38% In 2012
Percentage of Unauthorized Immigrant Labor Occupations in Arizona, 2012 UNAUTHORIZED IMMIGRANT LABOR OCCUPATIONS IN ARIZONA IN 2012
38%
15% 8%
Service
Construction
Production
Source: Pew Research Center Estimates Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS)
20
Source: Pew Research Center Estimateshttp://www.pewhispanic.org/2015/03/26/appendix-a-additional-charts-and-tables-4/ Based on Augment 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) www.pewhispanic.org/2015/03/26/appendix-a-additional-charts-and-tables-4/
Arizona Was Ranked #7 In Terms Of The Largest Share Of Unauthorized Immigrants In The Labor Force In 2012 Arizona Was The 7th State With The Largest Share of Unauthorized Immigrants In The Labor Force in 2012
PERCENTAGE OF UNAUTHORIZED WORKERS STATE Percentage of UnauthorizedIMMIGRANT Immigrants State’s LaborBY Force
10.2
9.4
8.9
8.2 6.9
Nevada
California
Texas
New Jersey
6.2
Florida
Maryland
6
Arizona
5.7
5.6
New York
Georgia
Source: Passel, Jeffrey S. and D’Vera Cohn, 2014. Pew Research Center’s Hispanic Trends Project.
Source:www.pewhispanic.org/2015/03/26/testimony-of-jeffrey-s-passel-unauthorized-immigrant-population/ph_2015-03-26_unauthorized-immigrants-testimony-03/ Passel, Jeffrey S. and D’Vera Cohn, 2014. Pew Research Center’s Hispanic Trends Project. http://www.pewhispanic.org/2015/03/26/testimony-of-jeffrey-s-passel-unauthorized-immigrant-population/ph_2015-03-26_unauthorized-immigrants-testimony-03/
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Illinois
21
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In 2012, Unauthorized Immigrant Men Were 12% More Likely To Work Than U.S.-born Men In The Same Year, U.S.-born Women Were 11% More Likely To Work In 2012, Unauthorized Unauthorized ImmigrantImmigrant Men Were 12%Women More Likely To Work Than U.S. Born Men Than In The Same Year, U.S. Born Women Were 11% More Likely To Work Than Unauthorized Immigrant Women
Share in labor force for ages 18-64, by gender and status, 2012
SHARE IN LABOR FORCE FOR AGES 18-64, BY GENDER AND STATUS, 2012 79% 84%
Men
91%
72% 68%
Women
61%
U.S.-born
Legal Immigrants
Unauthorized Immigrants 22
Source: Pew Research Center Tabulation From Augmented 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) Source: Pew Research Center Tabulation From Augmented 2012 American Community Survey Data From Integrated Public Use Microdata Series (IPUMS) http://www.pewhispanic.org/2015/03/26/testimony-of-jeffrey-s-passel-unauthorized-immigrant-population/ www.pewhispanic.org/2015/03/26/testimony-of-jeffrey-s-passel-unauthorized-immigrant-population/
From 2009 To 2013 The Overall Hispanic Unemployment Rate Fell By 3.9% From 2009 To 2013 The Overall Hispanic Unemployment Rate Fell By 3.9% THE UNEMPLOYMENT RATE AMONG HISPANICS FROM 2007 - 2013 The unemployment rate among Hispanics from 2007 - 2013
16.0%
13.8%
14.0%
13.2%
12.7%
11.3%
12.0%
11.8%
10.0% 8.0%
6.8%
6.0%
5.9%
4.0%
5.2%
10.3% 8.8%
9.5%
7.2%
2.0% 0.0%
2007 4Q
2009 4Q
All Hispanics
2011 4Q
U.S.-born Hispanics
2013 4Q
Foreign-born Hispanics
Source: Pew Tabulations of Current Population Survey Data. Source:Research Pew ResearchCenter Center Tabulations of Current Population Survey Data. http://www.pewhispanic.org/2014/06/19/latino-jobs-growth-driven-by-u-s-born/ www.pewhispanic.org/2014/06/19/latino-jobs-growth-driven-by-u-s-born/
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From 2007 To 2013, The Hispanic Median Weekly Earnings Stayed Stationary From 2007 To 2013, The Hispanic Median Weekly Earnings Stayed Stationary
MEDIAN WEEKLY EARNING AMONG HISPANICS
Median weekly Earning Amongst Hispanics
$800
$690
$684
$700
$500
$501
$518
2007 4Q
2009 4Q
$400
$557
$640 $570
$495
$500
2011 4Q
2013 4Q
$635
$593
$556
$600
$300 $200 $100 $-
All Hispanics
U.S.-born
Foreign-born
Source: Pewof Research CenterPopulation Tabulations of Current Population Survey Data. Source: Pew Research Center Tabulations Current Survey Data. http://www.pewhispanic.org/2014/06/19/latino-jobs-growth-driven-by-u-s-born/ www.pewhispanic.org/2014/06/19/latino-jobs-growth-driven-by-u-s-born/
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In 2013, Hispanics Were 16% Of The Total Labor In The In 2013, Hispanics Were 16%Force Of The Total Labor U.S. Force In The U.S. Labor force of racial and ethnic groups in 2013
2013 LABOR FORCE BY RACIAL AND ETHNIC GROUPS
100,727
White (In Thousands)
24,921
Hispanic
Black
Asian
17,412
8,929
Source: Pew Research Center Tabulations of Current Population Survey Data.
www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/ Source: Pew Research Center Tabulations of Current Population Survey Data. http://www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
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From 2007 To 2013, The Hispanic Labor Force Increased By 15%
From 2007 To 2013, The Hispanic Labor Force Increased By 15%
Hispanic 2007 Q4 HISPANIC labor LABORforce, FORCE, 2007Q4 Q4–– 2013 2013 Q4 24,921 (In Thousands)
24,004 22,887
21,662
2007
2009
2011
2013
Source: Pew Research Center Tabulations of Current Population Survey Data.
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http://www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/ Source: Pew Research Center Tabulations of Current Population Survey Data. www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
In 2013, Hispanics Reached The Highest In 2013, Hispanics Reached The Highest Labor Force And Employment Labor Force And Employment Numbers Since 2007 Number Since 2007
Hispanic labor force and employment trends from 2007 - 2013
HISPANIC LABOR FORCE AND EMPLOYMENT TRENDS FROM 2007 - 2013
21,662
20,360
2007
24,921
24,004
22,887
21,297
19,982
2009
Labor Force
2011
22,739 (In Thousands)
2013
Employment
Source:Pew Pew Research Research Center Tabulations of Current Survey Data. Survey Data. Source: Center Tabulations of Population Current Population www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/ http://www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
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In 2013, Hispanic Men Accounted Hispanic Men ForEmployed 58% Of Employed Hispanics In The U.S. While Women ForAccounted 58% Of Hispanics In The U.S. AccountedAccounted For 42% While Women For 42% Hispanic men and women employed in 2013
HISPANIC MEN AND WOMEN EMPLOYED IN 2013
13,149
9,590 (In Thousands)
Men
Women
Source: Pew Research Center Tabulations of Current Population Survey Data. www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
Pew Research Center Tabulations of Current Population Survey Data. ww.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
Top Employment Industries Top 1010 Employment Industries For Hispanics In 2013 For Hispanics In 2013
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3,212
Wholesale & Retail Trade
2,879
Professional & Other Business Services
2,572
Eating, Drinking & Lodging Services
2,273
Construction
1,857
Hospitals & Other Health Services
1,355
Manufacturing, Durable Goods
1,286
Educational Services
1,116
Finance, Insurance & Real Estate
1,059
Transportation & Warehousing
1,023
Manufacturing, Nondurable Goods
(In Thousands)
Source: Pew Research Center Tabulations of Current Population Survey Data. www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
Source: Pew Research Center Tabulations of Current Population Survey Data. http://www.pewhispanic.org/2014/06/19/appendix-b-data-tables-7/
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Cox Business Latina Entrepreneurs Program El Reto Latinas are the new triple threat. That is the lesson taken from secondary research conducted by Cox Communications and its agency partner Torres Multicultural Communications (TMC). There is a new paradigm shift that is evolving – one where Hispanic women everywhere are taking the reigns of their financial futures in their own hands and are playing critical leadership roles at home, at work and in their communities. Latinas make up the single largest minority group among women-owned businesses. According to the 2014 State of Women-Owned Businesses Report, Latina entrepreneurs have an estimated 1,033,100 businesses as of 2014. In addition, Latina-owned businesses generated $71.1 billion in revenue and employed over 400,000 workers. Cox Business, a branch of Cox Communications, was formed in 2000 and it has presence in 17 states with over 300,000 business consumers – from retailers, professional services, and start-up companies to large health care providers, K-12 and higher education, financial institutions and government organizations. It offers leading edge technology solutions such as hosted IP voice lines, data, and video. Cox Business caters to the burgeoning Hispanic market by offering multigenerational Hispanic businesses a wide range of Englishand Spanish-language products and services. Cox is also extremely committed to the Hispanic market and diversity, especially to women. For seven years, Cox has been recognized as the top operator for women by Women in Cable Telecommunications. Cox knows that Latina women are playing a key role in the growth and development of the community and they wanted to recognize professionals who were leaving their mark. Specifically they wanted to develop a turnkey campaign that created awareness for Cox Business services, while positioning Cox Communications as top-of-mind among Latina business owners in Phoenix and Tucson. La Solución Cox Communications, alongside Torres Multicultural Communications, developed a campaign to honor success-
ful Latina entrepreneurs in Phoenix and in Tucson who have made outstanding cultural, social and economic contributions in Arizona. Cox’s approach was to showcase and recognize successful Latina entrepreneurs through an aggressive fourweek campaign called, “Latina Entrepreneur of the Year.” TMC secured numerous partnerships with local Spanish-language TV, print, and online media – who serve as a trusted source in the Latino community – and the Arizona Hispanic Chamber of Commerce in Phoenix, which has been part of the state’s business community for over 65 years and has an established reputation of actively promoting small business growth in today’s diversified market, and the Tucson Hispanic Chamber of Commerce, which is one of the fastestgrowing business organizations in the state. Cox knew that the Hispanic chambers of commerce have broad access to the Latino business community and would help expand the campaign’s reach. The campaign was comprised of 30-second Public Service Announcements (PSAs) in English and Spanish produced by Cox Business featuring each of the four Latina entrepreneur honorees. These PSAs highlighted their business and accomplishments and included logos of its media and chamber partners. The PSAs aired on select Cox English and Spanish channels throughout the four-week campaign, as well as on Azteca America TV. Los Resultados The campaign has obtained remarkable exposure for Cox Business and its Latina honorees. Since the campaign’s inception three years ago, Cox Communications and TMC have secured 5,466,629 impressions for the “Latina Entrepreneur of the Year” campaign in Phoenix and Tucson. During the first year, there were 35 stories placed in Hispanic print, broadcast, online and social media, nearly doubling the intended goal of 14 stories during the four-week period. In all, the team generated outstanding impressions that exposed the general public to the outstanding growth that Latinas have in the business world and the never-ending efforts of Cox Communications’ commitment to its community. Because of the exposure they have received through this campaign, the Latina entrepreneur honorees have seen a drastic growth in their businesses and have also been more recognizable to media and in their communities. In 2014, TMC and Cox won the IABC Copper Quill Award for Communication Management for this very program.
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PAST WINNERS
2013
2014
Beatriz Alatorre De Hong, Owner of Paletas Betty
Stephanie Vasquez, Owner of Fair Trade Café
Julie Gallego-Gonzalez, Founder of Ballet Folklorico
Laura Paredes-Oldaker, CEO of By Your Side Senior Care
Tannya Gaxiola, Owner of Quikhelp
Carlotta Flores, Owner of El Charro Café
Linda Valenzuela, Owner of Mia Cosmetics
Kathy Cano-Murillo, Owner of Craftychica.com
2015 WINNERS
Silvana Salcido Esparza
Candy Ramirez
Owner of Barrio Café & Barrio Urbano
Owner of Candy’s Cakes & More
Lety Garcia
Patricia Schwabe
Owner of Prensa Hispana
Owner of Peach Properties, Penca And Tooley’s Cafe
www.torresmulticultural.com www.cox.com/business
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to achieving entrepreneurial success in new corporate ventures and startups Engaging and informative, Pivot provides entrepreneurs with practical guidance for achieving success in corporate ventures as well as new startups. Based on more than fifteen years of academic research and many more years of experience in business and corporate startups, this book skillfully addresses topics ranging from resources and organizational uncertainties to the scope and scale of new business opportunities. Reveals how to successfully conceptualize new business opportunities, pivot as required to experiment with these opportunities, and accelerate to the marketplace Captures the capabilities needed to quickly build a business by understanding and systematically reducing uncertainties from market landscape and technology to talent and organizational positioning Accompanying digital component includes a world-class strategic innovation methodology in demand from corporations worldwide
PRAIS E FOR P I VOT “This book takes the reader past the clichés and myths about innovation and strikes at the heart of what matters most to make innovation systems work: people, culture, and process. I would recommend this book to those just getting started on their journey, as well as to those already scarred.” —George W. Coulston, VP, Marketing, Kennametal Inc. “As a long-time corporate entrepreneur, I recommend Pivot as a must-read for executives who are building and sustaining a corporate innovation function. The stories in Pivot reveal organizational paradoxes that undermine successful innovation practices yet often go unexamined. Furthermore, Joanne and Remy deliver proven tools for innovators.”
978-1-118-55971-0 • $40.00
—Rich Duncombe, Founder, Innovation Catalyst Group; former VP/GM, New Business Operation, Hewlett-Packard
Available wherever books and e-books are sold.
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EXCERPT FROM PIVOT:
How Top Entrepreneurs Adapt And Change Course To Find Ultimate Success, 2014—p220-221 The Learning Plan is specifically directed at higher-uncertainty
PIVOT STARTUP METHODOLOGY AND LEARNING PLAN
projects, including evolutionary and breakthrough innovation
The Pivot Startup methodology is centered on the assumptions that drive a startup. Its structured approach is aimed at helping entrepreneurs construct knowledge that helps them out of the mist of uncertainty about the startup. It leads to exploring the definition of markets based on the three types of markets the entrepreneur needs to fully understand—the overall market, the addressable market, and the target market. The methodology stresses the importance of experimentation to uncover how the market will react when the startup product or service is fully launched. Testing differences among market group behaviors will point the way about where to target. The call to action asks potential customers to do something or comment on something, which will indicate behavioral alignment with the product and show active interest in the product or service.
ones, as Joanne continues to reinforce. The questions driving learning through experimentation are: How can this move us toward visions of a future world? How does this fit in with sociological and market trends? Incubation and the Learning Plan have different challenges than those of Incubation and The Pivot Startup. They operate at the program level, where an Incubation competence is focusing on a portfolio of projects going through Incubation and reducing uncertainties, and at the project level, where a particular opportunity is subjected to the Learning Plan. While detailing market complexities and market learning is important, experiments providing insight into adjacent markets and market creation are the challenge. How can the venture be leading-edge and deliver on a strategic intent?
Emphasis is placed on getting entrepreneurs to go out into the world and begin understanding the ecosystem in which they may launch their startup.
In The Pivot Startup methodology, if an assumption with an importance of 10 is unable to be validated, then the startup needs to Pivot. However, there are additional considerations, including the strategy signed off on by the board of directors, board of advisers, angels, and/or venture capitalists. Furthermore, since startups are usually lean on resources, they need to consider whether they have the capabilities or resources to redirect. In the case of the corporate entrepreneur, projects can also change course. However, there is an additional complex-
Although the experiments appear to be focused on evaluating the business model, they are much more. Unlike the corporate entrepreneurs, who may have a wealth of information about industries and markets at their fingertips, the entrepreneur generally does not. In Chapters 11 and 12, Remy proposed that an effective and structured way of gaining insight into the value networks and their place in the value chain is to create business experiments in these networks. This structured approach, therefore, does more than just give the entrepreneur insights about the market assumptions; it also helps validate technical, resource, and organization assumptions. How can the startup fit into its ecosystem?
ity when there are several projects in Incubation; a critical assumption not being validated in one project can lead to the project being dropped and cause the Incubation portfolio to redirect its focus onto another project and another corporate entrepreneur. At the project level, if the feedback and reflection on learning do not suggest abandonment, then the team can proceed ahead and Pivot to Propel through Acceleration. On the other hand, the opportunity might not be ready yet, so the team Pivots by recasting or redirecting the project back to Discovery or through more Incubation learning loops first.
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An Executive Summary for Latino Business Owners
In Pursuit of the American Dream 2015 MassMutual Business Owner Perspectives Study
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Long before the term “American Dream” was first coined, people came to the United States perceiving it to be a place offering limitless possibility. Here, they sought to pursue their passions, take advantage of life’s abundant opportunities, and create a vibrant legacy for their families. Today, the United States still holds that allure. Individuals have a vision of improving their quality of life in the Land of Opportunity. Among Latinos, the aspiration to live the American Dream is no different, but their definition of success may be broader, encompassing their ability to care for and support extended families, friends, and their communities. And for Latino business owners, they see their businesses as an extension of themselves, putting even more pressure on themselves to succeed. A 2015 study of Latino business owners conducted by HawkPartners for Massachusetts Mutual Life Insurance Company (MassMutual) reveals that they face many challenges in achieving their version of the American Dream. The research shows that Latinos are more likely than the general population to think about planning for their businesses. They also feel a strong sense of responsibility to their families and communities, but tend to lack financial confidence and knowledge. This leads to real concerns among respondents related to their financial situation both at home and in their businesses. A need for financial knowledge and preparation, as well as cultural differences, may be stumbling blocks in the pathway of Latinos fully realizing and protecting their dreams. The majority of those surveyed started their businesses to take control of their lives, follow their dreams, and support their families. Yet many do not have the necessary resources in place to gain that control and secure a healthy financial future for their families. The financial success of Latino-owned businesses, of which there are an estimated 3.2 million in the United States,1 has significant implications for future generations of Latinos and our American economy as a whole. The results within this study are designed to help Latino business owners, as well as their family members, engage in a meaningful dialogue about how to best position their businesses for long-term success and stability. At the same time, Latino business owners need to consider the impact not planning could have on their businesses and on those who matter most. These businesses are vital to the livelihoods of family members, employees, and the community. That’s why the same amount of time should be spent protecting them, as was spent building them.
1
“Hispanic Businesses & Entrepreneurs Drive Growth in the New Economy”, Geoscape and the U.S. Hispanic Chamber of Commerce, 2014
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The line between family and business Latino business owners have an all-encompassing view
• Passing something tangible on to their children
of family harmony and business success. Their extended
• Providing jobs for family members
definition of family often times includes their employees
• Giving back to the community
and the community as a whole, and both are strongly interconnected with their businesses. This wide definition of
The lines between family, community, and business are
family is integral to Latino culture, which means it’s critical
often blurred for Latino business owners. Though they do
for business owners to position their businesses for success.
list professionals, such as their accountant and attorney, as
Doing so is crucial to the business owners’ ability to achieve
among their most trusted advisors, over half turn to their
their dreams for both their business and family lives.
spouses for advice and nearly one-third say their children are among their most trusted advisors. In addition, Latino
Family comes first for Latinos, whose businesses typically
business owners are more likely to have a family member as
support their immediate and extended families. The top
a business partner, typically a spouse or parent.
reasons mentioned in our study for starting a business are consistent with most business owners we surveyed across
With their businesses so closely intertwined with family,
cultures (be your own boss, provide for your family, and
it’s important for Latino business owners to be concerned
have more control). However, more so than other owners,
about protecting their businesses from the unexpected. The
Latino business owners are also motivated by:
good news is they think about how their businesses would
• Following their dreams (they had an idea and needed to follow through)
be affected by a death or disability more often than the general population.
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Moreover, we asked Latino business owners to rate how
the general population. The two issues they think about
frequently they think about seven core business planning
most are keeping key employees loyal and knowing what the
issues and they rated every topic as more top of mind than
business is worth.
Which business planning concerns are most top of mind?
76%
Keeping your key employees loyal to your business
65% 72%
Knowing what your business is worth
53%
How your business would be affected by a possible disability of you, or another owner, or a key employee
45%
Who will take over running the business if you, or another owner, leaves the business, becomes disabled, or dies
45%
65%
62%
How your business would be affected by a possible death of you, or another owner, or a key employee
59% 41%
Transitioning ownership of the company upon your retirement and/or finding a buyer when you are ready to retire
55% 41% 53%
Handling estate taxes that are generated from your business in the event of an owner’s death
28%
Latino Business Owners General Population Business Owners
Significant Statistical Difference
As a Latino business owner, if the business falters, it will likely impact other key areas of your life. For example, protecting the business from the unexpected with a buy-sell agreement can help ensure that the business remains in the family for generations to come. Having benefit plans in place to attract and retain key employees will help ensure the business remains a pillar in the community. And having an accurate business valuation will help prepare you for exiting the business, as well as plan for funding retirement and future tax obligations.
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Command of their futures Latino business owners want to command their futures and their ability to achieve the American Dream. For many, this is why they started a business. As a result, they are very hands-on with all aspects of their businesses – in fact they are more likely than the general population to call themselves the CEO of their businesses. They want control of the finances and related decisions, as well as how they spend their time. That being said, the decision making process for Latino business owners is vastly different from the general population. First of all, Latino business owners are significantly more likely to be the sole owners of their businesses. Consequently, that one person in charge typically makes most of the decisions on his/her own, whereas general population business owners are more likely to discuss the decision amongst multiple people. In addition, Latino business owners are more likely to say that they are effective decisions makers.
Decision making process
Effectiveness of decision making
The decision is usually discussed between at least two people prior to a final decision being made
The one person in charge of the area around which the decision needs to be made makes the decision
The person with majority ownership in the company decides
58% The decision making process 72% 71% is effective 69%
58% 71% 36% 23% 6% 6%
72% 69%
36% Latino 23%Business Owners General Population Business Owners
6%
Significant Statistical Difference
6%
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With the high level of control exhibited by Latino business
Latino business owners are more likely than the general
owners, they tend to feel more positive than the general
population to say they cannot solve those issues on their own
population about protecting their businesses for the
and want outside expertise. Latino business owners say their
long-term. They are more likely to say business planning
most trusted advisors are their accountant, financial profes-
makes them feel hopeful, proud and excited.
sional and attorney, and the criteria they most often look for
However, the one area where they tend to relinquish control is in terms of addressing the core business planning issues.
in a trusted advisor is having their best interest at heart and having a prior relationship with the individual.
How likely are you to address these issues on your own?
50%
Keeping your key employees loyal to your business
70%
Who will take over running the business if you, or another owner, leaves the business, becomes disabled, or dies
34% 51% 33%
How your business would be affected by a possible disability of you, or another owner, or a key employee
50% 31%
How your business would be affected by a possible death of you, or another owner, or a key employee
42%
Transitioning ownership of the company upon your retirement and/or finding a buyer when you are ready to retire
29% 42% 23%
Knowing what your business is worth
Handling estate taxes that are generated from your business in the event of an owner’s death
29% 18% 18%
Latino Business Owners General Population Business Owners
Significant Statistical Difference
A lack of control over your financial future could compromise your dreams as a business owner. There are specific times in the life cycle of a business when it is critical to seek the guidance of trained and experienced professionals, such as when you want to protect the business from the unexpected, plan for retirement, and exit the business. Maintaining control of the future with the help of trusted advisors can empower you with knowledge and help continue your positive emotions about the long-term stability of your business. 6
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Financial knowledge and confidence Latino business owners are more likely than the general population to acknowledge and believe in the importance of financial planning for their businesses. They are also more likely to engage in financial planning for the business and at more frequent intervals (typically every year or every other year). However, there is a disconnect between what Latino business owners recognize as a concern versus actions they’ve taken to solve their issues. Only about half of the Latino business owners we surveyed have any type of succession plan in place. The same percentage has a buy-sell agreement in place for death and even fewer have a buy-sell agreement in place for disability. Their fiscal practices both at work and home reveal a need for greater financial education and planning. There are a number of reasons why Latino
What plans do you currently have in place?
business owners say they haven’t put these plans in place. Consistent with the general population, it is a lack of time, money
55% 54%
An estate plan
A buy-sell agreement in case of the disability of an owner
Latino Business Owners
plans in place.
49%
A business succession plan, other than a buy-sell agreement
A formal business valuation
mentioned as the reasons for not having
59%
A business asset protection plan
A buy-sell agreement in case of a death of an owner
and perceived need that are most often
Top reasons for not having plans in place
49% 41%
1 | I am so busy with the day-to-day of managing my business, I don’t have time for this
50% 40%
2 | I don’t feel like I need to think about these issues yet
51%
3 | I don’t have a lot of extra money to put towards these issues
40% 43%
4 | Everything has been going so well with the business, I don’t want to mess with things
35%
5 | It is an uncomfortable conversation for me and my family
General Population Business Owners
Significant Statistical Difference
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Retirement is another area of concern. Latino business
compared to the general population. Furthermore, very few
owners are significantly more likely than the general
(7%) plan on liquidating the business.
population to say they plan to retire but haven’t given it much thought, and few (only 12%) say they plan to retire in the next five years. This is not all the surprising given the average age of Latino business owners is younger than their general population counterparts.
Only about half of the business owners we surveyed have some type of qualified retirement savings plan to help fund their retirement. A similar percentage (40%) don’t have any retirement savings plan outside of their businesses and either plan to continue receiving income from the business
When Latino business owners retire, they are significantly
post-retirement or will use the proceeds from the sale of the
more likely to leave the business to a family member and are
business to fund their retirement.
much less likely to sell the business to a key employee as
How do you plan on funding your retirement? 51% 51%
I have invested in a retirement savings plan, such as a 401(k) or IRA
20%
I plan to sell the business and use the money from the sale to retire/or help retire
22%
I plan to retire and keep receiving income from the business, even though I am no longer working for/in the business My spouse has saved enough for retirement for both of us
Other way(s)
I don’t know
20% 17% 5% 5% 1% 3% 3%
Latino Business Owners
3%
General Population Business Owners
Significant Statistical Difference
There are pros and cons to all methods of exiting a business. Leaving the business to a family member creates a wonderful legacy, but often times, it’s a non-cash transfer (the family members don’t actually buy out the previous generation) leaving the departing owners financially tied to the business post-retirement. That’s why it’s important to have a diversified retirement income strategy. You’ve worked hard to build a successful business and create a lasting legacy for your family, but it’s important to not have the business be your sole source of income post-retirement. By having assets outside the business to help fund your retirement you avoid placing that financial burden on the next generation, allowing them to effective run the business and invest in its future success. 8
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Planning for the next generation Succession planning does not appear to be a significant
Choosing the right successor is critical to the long-term
concern for Latino business owners, but perhaps it should
success of the business, and successors can’t prepare to take
be. In terms of importance, who will take over the business
over the business if they don’t know they are the successor.
if the owners leaves, dies or becomes disabled and
Here are a few tips for properly preparing an individual for
transitioning ownership or finding a buyer at retirement
taking over the business.
were ranked as two of the three lowest business planning
1 | Encourage gaining experience outside the
concerns (only handling estate taxes was lower).
business – Successor candidates should ideally
This is not surprising considering Latino business owners
spend 3-5 years gaining work experience outside
seem pretty confident in terms of who is next in line to take
the business. This fosters new skills, fresh ideas,
over the business. Eighty percent said they will pass the
self-confidence, as well as an appreciation for
business on to a family member – most often a child. While
the role of leading the business through the
it is encouraging that so many Latino business owners know
next generation. 2 | Develop a successor development plan – This is
whom they plan to pass their business on to, 37% of those individuals said their chosen successor may not even know
a written career path for the successor to follow. It
he/she is the successor.
begins with an assessment of the successor’s current skills and interests and defines what additional experience, education, and training must be achieved.
Does your successor know he/she is the successor?
3 | Coordinate the succession plan with family members and key managers – Have these individuals participate as appropriate in structuring the succession plan and make sure they fully understand
8%
its impact on them. 4 | Recommend utilizing a mentor outside the family/ business – This individual acts as a coach, advisor, and educator. It could be a trusted person within
29% 63%
the industry but not affiliated with the company, a professional career coach, or a professional development group composed of successors from other non-competitive companies.
Yes No Don’t know
9
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Achieve the dream We must come together and create strategies to make sure business owners do not just dream the dream, but have a better chance to achieve it. Helping
Methodology
them protect their families and businesses, gain control of their financial
The research was conducted by
futures, and attain greater financial confidence and knowledge can make
HawkPartners for Massachusetts
living the American Dream a reality for Latino business owners.
Mutual Life Insurance Company (MassMutual) via a 20-minute online
A successful business begins with planning for and building a strong
survey of 307 Latino business owners
financial foundation. The financial professionals at MassMutual work
from January 23 – March 9, 2015.
closely with business owners to understand their situations and goals,
HawkPartners selected all business
then identify solutions to help them work through the obstacles that may
owners with the following
stand in their way to building their financial future. MassMutual has been
screening criteria:
helping customers with their financial needs for over 160 years and has financial strength ratings that are among the highest of any company in the
· Required to have 1-500 employees;
industry.* As a mutual company, we focus on providing long-term value
max of 10% can be sole proprietors
for our policyholders.
and max of 10% can be micro businesses (10 or fewer employees).
Visit massmutual.com/latino today to find a MassMutual financial professional in your area and learn how to take the next step in creating a
· Company must have been in business for at least 1 year; max
solid business strategy and achieving financial wellness. If you are more
of 25% in business for 1-3 years.
comfortable with a financial professional who speaks Spanish, do not hesitate to ask for one when you make your appointment.
· Sales revenue in 2014 must have been a minimum of $100k for sole proprietors and $250k for all others; cap $100k-$250k at 25% for sole proprietors. · Mix of industries represented, outside of government/municipality. The sampling margin of error for this study is +/– 4.6% percentage points when looking at the results for the Latino population. These are at a 90% confidence level.
* Financial strength ratings are as of 6/1/2015: A.M. Best A++; Fitch AA+; Moody’s Aa2; Standard & Poor’s AA+. Ratings are for MassMutual (Springfield, MA 01111) and its subsidiaries, C.M. Life Insurance Co. and MML Bay State Life Insurance Co. (Enfield, CT 06082). Ratings are subject to change. 10
DATO S
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2 0 1 5
!
Latinos count
THANK YOU AZHCC FOR CAPTURING THE GROWTH AND POWER OF OUR COMMUNITY!
As a proud member of the AZHCC we look forward to a continuous partnership that promotes the growth of the Hispanic community.
mixed Uniendo comunidades Bridging communities
razafund.org
mixedvoces.com
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“DATOS is an essential tool for the Diocese of Phoenix as we seek to serve the Latino population. The information provided helps us to better understand our demographic population as we develop our pastoral plans.” —Maria R. Chavira, Ph.D., Chancellor, The Roman Catholic Diocese of Phoenix
Now 30 Percent Of Arizona’s Population, Latinos Will Reach That Mark Nationwide By 2060 The U.S. Latino population could more than double to more
According to the federal Centers for Disease Control and
than 119 million people, or 29 percent of people in the U.S.,
Prevention, 1.68 Hispanic babies were born every minute in
between now and 2060.
the United States in 2013. Put another way, in the time that it took to fly from Phoenix to Las Vegas, 100 Hispanic ba-
That’s a long time from now, but anyone who wants a sneak
bies were born in America—assuming, of course, the typically
peek into our nation’s demographic future only need spend
hour-long flight was not delayed.
time in Arizona. Latinos already make up at least 30 percent of the state’s population and are predicted to be a majority
While immigration remains an important factor in overall
of Arizonans by 2035, according to the U.S. Census Bureau.
Hispanic population growth, native-born Latinos make up about two-thirds of the U.S. Hispanic community and the rate
Some call this demographic shift the “browning of America.”
of immigration from Mexico and Latin America has decreased.
Steve Martin, a senior researcher at the nonpartisan Urban Institute, describes it this way: “Pretty much the entire United
In 2012, immigration from Mexico reached “net zero,”
States is becoming at least a little less white. Not only are
meaning as many Mexicans immigrated to the United States
white shares decreasing nationwide, but they are decreasing
as left that year. This trend is worth noting because for most of
everywhere—in the Midwest and the Southeast, in big cities
the past 50 years Mexico has accounted for the largest total
and in rural areas, in places where whites are leaving and in
influx of immigrants to the United States.
places where whites are moving to.”
The decrease in Mexican immigration is tied to several
Driving the nation’s seismic demographic shift is the fast-grow-
factors: the poor state of the U.S. economy, stepped up border
ing Latino community, and the primary drivers behind Latino
enforcement, increased deportations, and a steady drop in
population growth are the relative age of Latinos and higher fertility rates.
Mexico’s fertility rates since the 1960s.
Nationally, the median age of Hispanics is 27, compared to
More recently, Mexico has been experiencing robust
37 for Non-Hispanics. The median age of Latinos of Mexican
economic growth, which is convincing more Mexicans to
origin in the U.S. is 25. Latinos not only skew younger, but
build their futures in their homeland. Today, Mexico is the 13th
they have more children than non-Latinos: 2.2 children per
largest economy in the world, on par with Spain, but it is
Hispanic household versus 1.9 for whites.
predicted to be the world’s fifth largest economy by 2050.
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Population Growth By 2060, the U.S. Hispanic population is estimated to reach
119 million, approximately 29% of the U.S.†
29
%
Source: U.S. Census Bureau, Current Population Reports, 2015 www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf
Today, 17% Of The Total U.S. Population Is Hispanic Today, 17% Of The Total U.S. Population Hispanic (IN Is THOUSANDS)
**Carmen Please Ref Pg. 147 D2014 For Graphics
318,748
55,410
Total Population
Total Hispanic Origin
Source: U.S. Census Bureau, Current Population Reports, 2015 Reports, 2015 Source: U.S. Census Bureau, Current Population www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf https://www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf
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In 2060, The Hispanic Population Is Projected To Increase By 115% In 2060, The Hispanic Population Is Projected To Increase By 115%
**Carmen Please Ref Pg. 147 D2014 For Graphics
(IN MILLIONS)
119
55
Hispanic Population
2014
2060
Source: U.S. Census Bureau, Current Population Reports, 2015 Source: U.S. Census Bureau, Current Population Reports, 2015 www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf https://www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf
4
(In millions)
New 2014 Census Hispanic Population Growth Estimate Is Lower Than 2008 projections, But Still HasEstimate Upward Trajectory New 2014 Census Hispanic Population Growth Is Lower Than 2008, But Still Has Upward Trajectory U.S. HISPANIC POPULATION 2015-2060 PROJECTION
U.S. Hispanic Population 2015-2060 Projection 140 120 100 80 60 40 20 0
2015
2020
2025
2030
2035
2014 Census
2040
2045
Source: U.S. Census Bureau population projections, 2000, 2008 and 2014.
A Z 173
2055
2060
2008 Census
Source: U.S. Census Bureau population projections, 2000, 2008 and 2014. www.pewresearch.org/fact-tank/2014/12/16/with-fewer-new-arrivals-census-lowers-hispanic-population-projections-2/ http://www.pewresearch.org/fact-tank/2014/12/16/with-fewer-new-arrivals-census-lowers-hispanic-population-projections-2/
DATO S
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The Hispanic share of the population is expected to increase almost everywhere, especially in the South, by 2030. Hispanic women have had higher birthrates than other ethnic groups, but those rates have come down and might come down more in the future. PERCENT CHANGE BY RACE, 2010-2030 ASSUMES AVERAGE BIRTH, AVERAGE DEATH AND AVERAGE MIGRATION
Source: datatools.urban.org/features/mapping-americas-futures/#feature
An Estimated 11.3 Million Unauthorized The Estimated Figure Of 11.3 Millions Unauthorized Immigrants Immigrants Lived in the U.S. in 2014 CARMEN – PDF i s attached to Pop email & i n Dropbox Pop folder; RECREATED CHART BELOW
Living In The U.S. Has Leveled Off Over The Past 5 Years U.S. UNAUTHORIZED IMMIGRANT POPULATION LEVELS OFF
U.S. Unauthorized Immigrant Population Levels Off
million
14 12
10.1
10
11.2
11.3
7.9
6.8
8
12.2 11.3
6 4
3.5
2 0
1990
1999
2004
2009
2014
Source: Pew Research Center, FacTank, “Unauthorized immigrant population stable for half a decade,” 7/22/15 Source: Pew Research Center, FacTank, “Unauthorized immigrant population stable for half a decade,” 7/22/15 www.pewresearch.org/fact-tank/2015/07/22/unauthorized-immigrant-population-stable-for-half-a-decade/?utm_source=Pew+Research+Center&utm_campaign=c49831806d-Hispanic_ http://www.pewresearch.org/fact-‐tank/2015/07/22/unauthorized-‐imm igrant-‐p opula tion-‐s table-‐for-‐half-‐a-‐ newsletter_7_10_2015&utm_medium=email&utm_term=0_3e953b9b70-c49831806d-400043297 decade/?utm_source=Pew+Research+Center&utm_campaign= c49831806d-‐Hispanic_newsle tte r_7_10_2015&utm_medium=email&utm_term= 0_3e953b9b70-‐ c49831806d-‐400043297
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These 10 Counties Together Account For Almost One-third (30%) Of The U.S. Hispanic Population (In Thousands)
These 10 Counties Together Account For Almost One-third (30%) Of The U.S. Hispanic Population 500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
4,761
9,889 9,889
1,731
Harris County, TX
4,181 4,181
1,649
Miami-Dade County, FL
2,555 2,555
1,274
Cook County, IL
5,217 5,217
1,163
Maricopa County, AZ
Total
Population Total Population
(IN THOUSANDS)
Los Angeles County, CA
3,880 3,880
Orange County, CA
1,043
Bexar County, TX
1,034
Riverside County, CA
1,032
2,240 2,240
San Bernardino County, CA
1,031
2,065 2,065
San Diego County, CA
1,022
3,140 3,140
3,056 3,056 1,756 1,756
Source: Pew Research Center tabulations of the 2011 American Community Survey (1% IPUMS) Source: Pew Research Center tabulations of the 2011 American Community Survey (1% IPUMS) www.pewhispanic.org/2013/08/29/iii-ranking-latino-populations-in-the-nations-counties/
8
http://www.pewhispanic.org/2013/08/29/iii-ranking-latino-populations-in-the-nations-counties/
Phoenix Ranks As The 5th Fastest Growing Hispanic City th Fastest Hispanic Growing City Phoenix Ranks As The 5 TOP 15 FASTEST GROWING CITIES BY HISPANIC POPULATION Top 15 Fastest Growing Cities 2000-2013 Hispanic Population (2000-2013)
0
20
40
60
80
100
Washington, D.C.
74.3 69.2 67.3 61.0 54.5 48.3 42.7 41.5 % Growth 2000-2013 41.2
Dallas-Ft. Worth, TX Houston, TX Sacramento, CA Phoenix, AZ Denver, CO Fresno-Visalia, CA Miami-Ft. Lauderdale, FL San Diego, CA Harlingen, TX San Antonio, TX Chicago, IL San Francisco, CA New York, NY Los Angeles, CA
29.6 27.2
120
108.1
39.5 39.3 36.7
Source: Nielsen Latino Populations WhereWe We Aren’t Looking, 2013. Source: Nielsen Latino PopulationsAre AreGrowing Growing Fastest Fastest Where Aren’t Looking, 2013. www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html
DATO S
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2 0 1 5
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In 2013, U.S.-born Hispanics InAccounted 2013, Native Born Hispanics Accounted For 65% of Total U.S. Hispanics. For 65% of Hispanics In The U.S. 34,981,280
18,982,955 10,600,760 4,174,320 1980
2013
U.S.-born
Foreign-born
Source: Pew Research Center tabulations of 2013 American Community Survey (1% IPUMS) www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013-trends/
Source: Pew Research Center tabulations of 2013 American Community Survey (1% IPUMS) http://www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013-trends/
In 2013, Five Hispanic Countries/Regions Accounted for 84% Of Total U.S. Hispanics
10
In 2013, 64% Of Total U.S. Hispanics Were From Mexico Mexico Represented Over Half Of The U.S. Hispanic Population In 2013
COUNTRY OF ORIGIN
2013
Percent
Mexica
34,582,182
64.1%
Puerto Rico
5,121,921
9.5%
Cuba
1,985,959
3.7%
El Salvador
1,975,099
3.7%
Dominican Republic
1,788,050
3.3%
Guatemala
1,304,378
2.4%
Colombia
1,072,946
2.0%
Honduras
790,729
1.5%
Spain
746,215
1.4%
All Other
4,596,756
8.4%
14%
6%
16%
64%
Mexico
Caribbean
Central America
Other Hispanic
Source: Pew Research Center Tabulations of 2010 and 2013 American Community Surveys (1% IPUMS) http://www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013-trends/
Source: Pew Research Center tabulations of 2013 American Community Survey (1% IPUMS)
Source: Pew Research Center Tabulations of 2010 and 2013 American Community Surveys (1% IPUMS)
www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013/
www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013-trends/
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Hispanics Are 10 Years Younger Than The General Population With A Median Age Of 27 Hispanics Are 10 Years Younger Than The General Population With A Median Age Of 27 Research Tip General U.S. Population Median vs Average: The medianTip Research All Hispanics is the true Median vs. middle Average (or value in a Cubans Mean): The median set of data. isTherefore, the true middle value a set of unlikeinthe Guatemalans data. Therefore, mean, the unlike theis mean, median notmedian skewed is not the Puerto Ricans by outliers skewed by in the data. outliers in the
data.
37 27 40 (Oldest Hispanics) 27
Median Age
27 (Youngest Hispanics)
25
Mexicans
Source: Pew Hispanic Center tabulations of the 2010 ACS (1% IPUMS) and the 2000 Census (5% IPUMS) Source: Pew Hispanic Center tabulations of the 2010 ACS (1% IPUMS) and the 2000 Census (5% IPUMS) www.pewresearch.org/daily-number/median-age-for-hispanics-is-lower-than-median-age-for-total-u-s-population/ http://www.pewresearch.org/daily-number/median-age-for-hispanics-is-lower-than-median-age-for-total-u-s-population/
13
Hispanics Are The Youngest Minority Group Hispanics Are By The Youngest MinorityAge Group By Median Age Years And 12 Years Younger Than Non-Hispanic Median And 12 Younger Whites Than Non-Hispanic Whites 45 40
Median Age of Total U.S. Population 37.2
39 35
35
32
29
30
28
27
25
19
20 15 10 5 0
White, NH
Asian, NH
Black or African American, NH
American Indian Native Hawaiian and Alaska Native, and Other Pacific NH Islander, NH
Source: U.S. Census Bureau, 2013 Population & Pew Center, Research Source: U.S. Census Bureau, 2013 Population EstimatesEstimates & Pew Research JulyCenter, 2012 July 2012 http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
DATO S
Two or More Races, NH
14
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Nearly A Third Of Hispanics Are Under Age 15 And Another 30% Are In The Major Change Nearly A Third Of Hispanics Are Under Age 15 AndLife AnotherStage 30% Are In The Major Life Stage Range Change Range 27.8
Under 15
8.5%
15-19
8.7%
20-24
30.5
25-44
18.4%
45-65
65 and Older
6.2%
Source: Pew Pew Research Center Tabulations of 2013 American Community Survey Survey (1% IPUMS) Source: Research Center Tabulations of 2013 American Community (1% IPUMS) www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013/ http://www.pewhispanic.org/2015/05/12/statistical-portrait-of-hispanics-in-the-united-states-1980-2013/
15
From 1993 To 2012, The Percentage Of Babies Born To Hispanic Mothers Nearly Doubled 16% 1993 22% 2003 30% 2012 Source: U.S. Bureau of Census, 2013
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In The Hour It Takes To Fly From Phoenix To Las Vegas, 100 Hispanic Babies Are Born In The U.S. THE U.S. HISPANIC POPULATION IS GROWING AT A RATE OF…
901,033
75,086
2,422
100
1.68
Per Year
Per Month
Per Day
Per Hour
Per Minute
Source: National Vital Statistics Reports, Vol. 64, No. 1, January 15, 2015 www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf
In 2013, One In 4 Births Were Hispanic In The United States In 2013, One in 4 Births Were Hispanic In The United States 3,003,556
901,033
Hispanic
Non-Hispanic
Source: National Statistics Reports, Vol.No. 64, 1, No. 1, January 15, 2015 Source: National Vital Vital Statistics Reports, Vol. 64, January 15, 2015 http://www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf
18
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Mexican Births Alone Hispanics Are Projected To Increase In Population By Accounted For 60% Of All Over 63 Million By 2060 Hispanic Births In 2013 Mexican Births Alone Accounted For 60% Of All Hispanic Births In 2013 Projected U.S. Population Growth 2010-2060 (Percentage Change)
15% 60%
2060 PROJECTIONS
Total Hispanic Births 901,033
15%
2% 8%
-8%
+42%
White Non-Hispanic
Black
+128%
+115%
Asian
Hispanic
+31% Mexican Puerto Rican Cuban Central and South American Other and Unknown Hispanic
al Statistics Reports, Vol. 64, No. 1, January 15, 2015 Source: National Vital Statistics Reports, Vol. 64, No. 1, January 15, 2015 v/nchs/data/nvsr/nvsr64/nvsr64_01.pdf www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf
Total
19
Source: U.S. Census Bureau Population Projections, March 2015 www.census.gov/content/dam/Census/library/publications/2015/demo/p25-1143.pdf NOTE: Projections are lower than reported in 2010 through 2050
Hispanics Continue to Represent The Highest Fertility Rates U.S. TOTAL FERTILITY PROJECTIONS
Research Tip Birth rate is how many live births there were in an area per 1000 of the population in a year. Fertility rate is the average number of children born to each woman over the course of her life. Source: U.S. Population Projections: 2012 to 2060, Population Division, U.S. Census, 2013 www.gwu.edu/~forcpgm/Ortman.pdf
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Arizona Was Ranked 5th In Top States For th In 2012 Arizona Was Ranked 5 In Top States For Hispanic Births 2013, Up 6 From 6In Hispanic Births In 2013, UpIn From 2012 th
th
Total Hispanic Births for Top 10 States (2002 – 2013)
TOTAL HISPANIC BIRTHS FOR TOP 10 STATES (2002 – 2013) 2002
238,496 263,061
2013
185,467
178,968 59,206
54,700
51,619
CA
Increase: -9%
TX
4%
54,821
33,885
37,938
33,454
41,022
27,251
24,664
17,821
21,029
17,508
15,064
FL
NY
AZ
IL
NJ
CO
NC
15%
.2%
-11%
-18%
10%
-15%
16%
16,994
16,819 GA
1%
5th Source: National Vital Statistics Reports, Vol. 64, No. 1, 2015 & National Vital Statistics Reports, Vol. 52, No. 10, 2003. www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf Source: National Vital Statistics Reports, Vol. 64, No. 1, 2015 & National Vital Statistics Reports, Vol. 52, No. 10, 2003. www.cdc.gov/nchs/data/nvsr/nvsr52/nvsr52_10.pdf http://www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf http://www.cdc.gov/nchs/data/nvsr/nvsr52/nvsr52_10.pdf
22
There Were 85,725 Births In Arizona In 2012, 47,055 Of Which Were Minority Births Total Number Of Births In Arizona For 2012 Were 85,725, while Minority Births Accounted For 47,055 HISPANIC BIRTHS FOR 70% OF MINORITY 39% BIRTHS Hispanic Births Accounted for 70% of ACCOUNTED Minority Births and approximately ofAND total births in Arizona. APPROXIMATELY 39% OF TOTAL BIRTHS IN ARIZONA.
33,146
38,670
White, N/H Black Native American Asian Hispanic
3,625 5,569
4,715
Source: Arizona Department of Health Services, 2012 www.azdhs.gov/plan/report/ahs/ahs2012/pdf/1b22.pdf
Source: Arizona Department of Health Services, 2012 http://www.azdhs.gov/plan/report/ahs/ahs2012/pdf/1b22.pdf
23
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POPULATION
In 2014, One-third of Arizona’s Population Wasof Arizona’s Hispanic In 2014, One-third Population Was Hispanic 6,731,484
2,039,640
Total Population
Total Hispanic Population
Source: U.S. Census Bureau, QuickFacts 2015. Source: U.S. Census Bureau, QuickFacts 2015. quickfacts.census.gov/qfd/states/04000.html http://quickfacts.census.gov/qfd/states/04000.html
24
The Hispanic Population In Arizona Grew By 46% In One Decade Compared Hispanics InTo Arizona Grew InIncrease Population By One Decade Compared To The Total A 25% In32% TheIn Total Population 20% Increase Of Total Population 6,392,017 5,130,632
1,895,149 1,295,617
1,261,385 599,532
2000
2010
Total Population
Population Change 2000-2010
Total Number of Hispanics or Latinos
Source: U.S. Census Bureau, Census 2000 Summary File 1 and 2010 Census Summary File 1
25
Source: U.S. Census Bureau, Census 2000 Summary File 1 and 2010 Census Summary File 1
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107,322
129,473
136,539
201,201
203,030
215,133
389,351
6,554
09,412
Apache County
4,532 67,402
Navajo County
11,805 95,517
Cochise County Coconino County Yuma County
5,133
9,351
M A R K E T
POPULATION
71,934
1,201
3,030
CHAPTER 7
H I S P A N I C
Total Population
9,473
6,539
A R I Z O N A â&#x20AC;&#x2122; S
ARIZONA HISPANIC POPULATION IN TOP 10 COUNTIES 2013
1,934
7,322
O F
Hispanics Account For 30% Of The Total Population In Maricopa County
n Please Add Map 14 Pg. 157
Total ulation
S T A T E
996,554
4,009,412
43,891 85,582 18,979 117,560 122,934 78,267
Mohave County
31,470 171,560
Yavapai County
30,119 185,014
Pinal County Pima County
112,912 276,439 355,770 640,784 1,202,824
Maricopa County
2,806,588
Hispanic
Non-Hispanic
Source: U.S. Bureau of Census, QuickFacts 2013
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PROFILES
Cultivating Spaces of Opportunity Nic de la Fuente People’s health is tied to the wellness of their community.
and health goes back many years. He worked six years for the Arizona Workers Rights Center in Phoenix, but de la Fuente said prior to that, “I’ve always been around a lot of big gardens. I was in the Peace Corp in Guatemala and I worked in California in the grape fields making sure farm workers were getting paid for their work.”
The overall wellness of a community, meanwhile, depends on a variety of factors: environmental protections, public safety, affordable housing, parks and recreational activities, and education and job opportunities. Nic de la Fuente’s vision of community wellness takes into account all of the above and more, but he knows growing that idea means someone has to plant the first seed.
De la Fuente explains that South Phoenix residents do not have easy access to quality fresh fruit and vegetables, public health facilities and other basic “quality of life” amenities readily available in most other communities. He says the lack of these resources can have a negative influence on health and overall wellness in the area.
That’s the inspiration behind Cultivate South Phoenix, or CUSP, a coalition of grassroots nonprofits in South Phoenix working to develop a new 18-acre community garden. The project, called Spaces of Opportunity, is located at 15th Avenue and Vineyard. Initial funding for the project was provided through a $125,000 grant from St. Luke’s Health Initiative award to CUSP.
“South Phoenix doesn’t have a farmers market, but that may be because there’s a misconception that low income families don’t buy vegetables…People are now working with gardens all over the place and developing farmers markets.”
De la Fuente serves as the initiative’s “convener,” but he is quick to point out that most of the day-to-day work on the project is being done by people who live and work in the neighborhood, including CUSP’s steering committee members and hundreds of other volunteers. All told, de la Fuente said about 20 community-based organizations have signed on to support Cultivate South Phoenix, groups like the Tigermountain Foundation (which already operates several community gardens in South Phoenix), Unlimited Potential, the Cactus Pine Girls Scouts Chapter and the Orchard Community Learning Center.
The 18-acre lot being used to develop the community garden in South Phoenix has been vacant for 20 years. De la Fuente hopes to negotiate a long-term lease on the property and raise several hundred thousand more dollars in grants to expand the project. “The property we’re developing was basically a dump before,” he said. “We surveyed people in the neighborhood and they’re thrilled to see what we’re doing. We haven’t received one negative response from the homes we’ve canvassed.”
De la Fuente works for the world-renowned Desert Botanical Garden in Phoenix, where he managed an on-site community garden for volunteers and staff. He now directs the Spaces of Opportunity initiative full time. How did the Botanical Gardens get involved in the development of a community garden in South Phoenix?
Community food gardens as a means for build local pride is a nationwide movement. De la Fuente said the DBG and CUSP’s hundreds of volunteers are bringing that movement to South Phoenix.
Photos Courtesy of Nic de la Fuente
“I brought a proposal to them and they climbed on board,” said de la Fuente, who said his bosses at DBG are fully supportive of CUSP’s vision for the South Phoenix project. De la Fuente’s own interest in community gardens, food quality
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POPULATION — ARIZONA
Arizona MARKET SNAPSHOT The Arizona Hispanic population continues to represent a substantial portion of the local population, accounting for close to one-third of Arizona residents. The 2015 statewide Hispanic population exceeds 2 million individuals. Arizona Hispanics are primarily of Mexican ancestry. A total of 52% of all Hispanics may be considered bicultural or less acculturated. Arizona Market Snapshot
Aggregate household expenditures among Hispanic (allportion consumer products and categories) exceeds $25 billion The Arizona Hispanic population continueshouseholds to represent a substantial of the local population, accounting for close to one-third of Arizona residents. The 2015 statewide Hispanic population exceeds 2 million individuals. annually, 19% of total. Arizona Hispanics are primarily of Mexican ancestry. 52% of all Hispanics may be considered bicultural or less acculturated. Aggregate household expenditures among Hispanic households (all consumer products and categories) exceeds $25 billion annually, 19% of total.
% OF POPULATION
POPULATION
HISPANICS REPRESENT THE SECOND-LARGEST
2015 POPULATION
Hispanics Represent the second-largest population group in the POPULATION GROUP IN THE STATE AT CLOSE state at close to one-third of total.
TO ONE-THIRD OF TOTAL.
POPULATION % OF 2015 POPULATION POPULATION
Total
Total
100%
Hispanic
6,796,459
100%
Hispanic
6,796,459
31%
31%55%
2,136,185 3,757,632
55%4%
280,390 3,757,632
White NonHispanic
White Non-Hispanic
Black NonHispanic
Black Non-Hispanic
Asian NonHispanic
3%
Asian Non-Hispanic
American Indian NonHispanic
4%
4% 3%
**Carmen This is pg. **Carmen This is pg.Other NonAmerican IndianDATOSAZ14 Non-Hispanic Hispanic 4% 160 DATOSAZ14 160
Other Non-Hispanic
3% 4%
2,136,185
4% 2%
Hispanic
215,412 280,390
White Non-Hispanic Black Non-Hispanic
259,226
215,412
2%
Asian Non-Hispanic American Indian Non-Hispanic
147,614
259,226
2%
Other Non-Hispanic
55%
147,614
**Carmen This is pg. 160 DATOSAZ14;
2%
2,500,000 2,500,000
6% 2%
6%
Population
Population
31%
2,000,000 2,000,000 1,500,000 1,500,000 1,000,000 1,000,000 500,000
500,000
92%
92%
-
2000 2010 2015 2020 2000 2010 2015 2020 Hispanic 1,895,149 1,895,149 2,136,185 2,136,185 2,372,777 1 out2,372,777 of 4 Hispanics in Arizona are Bicultural, Hispanic 1,295,317 1,295,317 Black Non-Hispanic 146,183 239,101 280,390 321,361 ranked as HA3 of the HispanicityTM segments. Black 146,183 239,101 280,390 321,361 **Carmen This is Non-Hispanic pg. Asian Non-Hispanic However,261,133 27% of the Hispanic population fall into the 88,856 170,509 215,412 261,133 Asian Non-Hispanic 88,856 170,509 215,412 160 DATOSAZ14
Puerto Rican All OtherAll Other TM segments. Mexican Puerto HA4 andMexican HA5 Hispancity 1 out of 4 Hispanics in ArizonaRican are Bicultural,
ranked as HA3 of the HispanicityTM segments. However, 27% of the Hispanic population fall into the segments. HA4 and HA5 in Hispancity 1 out of 4 Hispanics ArizonaTMare Bicultural, ranked as HA3
**Carmen This is pg. 160 DATOSAZ14
PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020
of the Hispanicity™ segments. However, 27% of the Hispanic population and HA5 HispancityTM segments. 13% fall into the HA419%
21%Percent Change 2015 v. 2020 Projected 21%
15% 11%
15% 11%
6% 1% Total Population
Hispanic Population
14%
Hispanicity TM
9%
Hispanicity TM
9%
6% 1%
-1%
White Non- Black Non- Asian NonAmerican Other NonHispanic TotalHispanic Indian NonHispanicHispanic White NonBlack Non- Hispanic Asian NonPopulation Population Hispanic Hispanic Hispanic Hispanic
19%
13%
14%
-1% American Indian NonHispanic
29%
25% HA1
Other NonHispanic
29%
25%
HA2
HA3
HA1
HA4 HA2
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series| 2015 Source: Geoscape American Marketscape DataStream™ Series 2015
Source: Geoscape American Marketscape DataStream™ Series 2015
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POPULATION — ARIZONA
Arizona
HISPANIC POPULATION % BY ZIP CODE
HISPANICITY HA1: Americanizado • English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation
The Density Of The Hispanic Population Is Demonstrated For The State Of Arizona By Zip Code.
• Few Hispanic cultural practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices
HA4 AND HA5 HISPANICITY™ SEGMENTS BY ZIP CODE
HA4: Hispano • Spanish preferred
The Map Shows The Prevalent Hispanicity™ Segments For Zip Codes In Arizona.
(some English) • Immigrant as adult, • in U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic cultural practices • Identify with home country more so than U.S.
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015
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POPULATION — PHOENIX, AZ
Phoenix, AZ MARKET SNAPSHOT The population in the Phoenix metropolitan area has a strong Hispanic influence accounting for one out of every three residents for a total of close to 1.4 million individuals. Roughly 29% of the 1.4 million Hispanics in Phoenix area fall into Phoenix, AZ the HA4 and HA5 Hispanicity™ segments accounting for more than 400,000 individuals. Approximately $17.2 billion is Market Snapshot The population in the Phoenix metropolitan has a strongaccounting Hispanic influence for one spent by Hispanics on household expenditures (all consumer products andarea categories), for a accounting total of 18% of out total of every three residents for a total of close to 1.4 million individuals. Roughly 29% of the 1.4 million household expenditures. Hispanics in Phoenix are fall into the HA4 and HA5 HispanicityTM segments accounting for more than 400,000 individuals. Approximately $17.2 billion is spent by Hispanic s on household expenditures (all consumer products and categories), accounting for a total of 18% of total household expenditures. HISPANICS REPRESENT THE SECOND-LARGEST
POPULATION
% OF POPULATION
2015 POPULATION
31%
1,389,987
POPULATIONGROUP IN THE PHOENIX METROPOLITAN
Hispanics represent the second-largest population AREA AT CLOSE TO ONE-THIRD OF TOTAL. group in the Phoenix metropolitan area at close to one-third of total.
**Carmen This is pg. 162 DATOSAZ14 100% 4,471,779
Total Hispanic White Non-Hispanic
56%
Black Non-Hispanic Asian Non-Hispanic **Carmen This is pg.
% OF POPULATION
5% Hispanic
100% 31%
230,244 1,389,987
White NonHispanic
56%
2,500,712
4% Black NonHispanic
**Carmen This is pg. 162 DATOSAZ14 American Indian Non-Hispanic 162 DATOSAZ14
Other Non-Hispanic
2%
4%
American Indian Non-Hispanic
2%
Other NonHispanic
2%
Hispanic
POPULATION
White Non-Hispanic
4,471,779
Black Non-Hispanic
172,384 230,244
5%
Asian NonHispanic
2%
Asian Non-Hispanic American Indian Non-Hispanic
172,384 76,254
Other Non-Hispanic
56%
76,254
102,198 102,198
Population Population
1,800,000 1,800,000 1,600,000 1,600,000 1,400,000 1,400,000 1,200,000 1,200,000 1,000,000 1,000,000 800,000 800,000 600,000 600,000 400,000 400,000 200,000 200,000 -
2%
-
2000 2000 Hispanic 817,021 Hispanic 817,021 Black Non-Hispanic 113,185 113,185 Black Non-Hispanic Asian Non-Hispanic 65,557 65,557 Asian Non-Hispanic
theofPhoenix metropolitan Overinhalf Hispanics in the Phoenix metropolitan Mexican Puerto Rican All Other Hispanic TM Mexican Puerto Rican All Other Hispanic area fall into the H3 to HA5 Hispanicty Segments area fall into the H3 to HA5 HispanictyTM Segments
Over half of Hispanics in the Phoenix metropolitan area fall into the H3 to HA5 Hispanicty™ Segments
Projected Percent Change 2015 v. 2020 23% 23% 16%
15%
15% 19%
19%
16%
14%
11%
10%
14% 10%
Hispanicity TM Hispanicity TM
6%
2%
Total
7%
91% 91%
PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020
6%
2% 7%
2010 2015 2020 2010 2015 2020 1,235,718 1,389,987 1,389,987 1,543,188 1,543,188 1,235,718 193,497 230,244 230,244 267,065 267,065 193,497 134,415 172,384 172,384 Over211,310 half211,310 of Hispanics 134,415
**Carmen This is pg. **Carmen This is pg. 162 DATOSAZ14 162 DATOSAZ14
11%
31%
2,500,712 2015
POPULATION Total
4% 2% 2%
5%
Hispanic
White TotalNonHispanic
2%
-1%
28%
-1%
25%
Black Non- White AsianNonNon- Black American Other Non- American Hispanic NonAsian NonHispanic Hispanic Indian Non- Hispanic Hispanic Indian NonHispanic Hispanic Hispanic Hispanic
Other NonHispanic
HA1
HA2
HA3 HA1 HA4 HA2 HA5 HA3
888.211.9353 | E.P.geoscape@geoscape.com | URL. www.geoscape.com P.P. 888.211.9353 | E. geoscape@geoscape.com URL. www.geoscape.com 888.211.9353| | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American American Marketscape DataStream™ SeriesMarketscape 2015 Source: Geoscape American DataStream™ 2015 Source: Geoscape Marketscape DataStream™ SeriesSeries 2015
DATO S
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28%
25%
2 0 1 5
HA4
HA5
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CHAPTER 7
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POPULATION — PHOENIX, AZ
Phoenix, AZ
HISPANICITY HA1: Americanizado
HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTE
• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation
Over 40% Of The Hispanic Population Is Concentrated Just Southwest Of The Phoenix Metro Area.
• Few Hispanic cultural practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices
HA4 AND HA5 HISPANICITY ™ SEGMENTS ZIP CODES BY CARRIER ROUTE
HA4: Hispano
This Map Illustrates Zip Codes In Phoenix By The Postal Carrier Routes With The Largest Percentages Of HA4 And HA5 Hispanics.
• Spanish preferred (some English) • Immigrant as adult, • in U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic cultural practices • Identify with home country more so than U.S.
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015
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POPULATION — TUCSON, AZ
Tucson, AZ MARKET SNAPSHOT The Hispanic population in Tucson continues to represent a substantial portion of the local population, accounting for more than 37% of Tucson residents. More than 300,000**Carmen HispanicsThis callisTucson home and it is a figure that has been pg. Tucson, AZ increasing and expected to continue to grow in the next 5 years. The Tucson Hispanic population is primarily Bi-cultural accounting 1 out of 3 individuals. However, over 20% of the 164 DATOSAZ14 Market for Snapshot Hispanic population in the Tucson metropolitan area falls into the HA4 and HA5 Hispanicity™ segments. Aggregate household expenditures (all consumer products and categories) among Tucson households exceeds billionaccounting annually, with Hispanics accounting for call more than The Hispanic population in Tucson continues to represent a substantial portion of$4.7 the local population, for than 37% of Tucson residents. More than 300,000 Hispanics Tucson home and it is a figure that has been increasing and expected to continue to grow in the next 5 years. The Tucson Hispanic population is primarily Bi-cultural accounting for 1 out of 3 individuals. However, over 20% 1 out of every 5 dollars spent. of the Hispanic population in the Tucson metropolitan area falls into the HA4 and HA5 Hispanicity segments. Aggregate household expenditures (all consumer products and categories) among Tucson TM
households exceeds $4.7 billion annually, with Hispanics accounting for more than 1 out of every 5 dollars spent.
POPULATION
% OF POPULATION
2015 POPULATION
100%
1,039,345
Total Hispanic White Non-Hispanic
POPULATION
% OF POPULATION
Total
100%
37%
Hispanic
37%
White Non-Hispanic
53%
Black Non-Hispanic
3%
53%
Black Non-Hispanic
3% Asian Non-Hispanic
**Carmen This is pg. Asian Non-Hispanic 164 DATOSAZ14
3%
American Indian Non-Hispanic **Carmen This is pg.
2%
Other Non-Hispanic
2%
2%
164 DATOSAZ14 Other Non-Hispanic
2015 POPULATION
3%
383,508 1,039,345
3%
2% 2% 37%
383,508
Hispanic
546,738 546,738
White Non-Hispanic
34,704
Black Non-Hispanic
34,704 29,093
3%
American Indian Non-Hispanic
HISPANICS REPRESENT SECOND-LARGEST POPULATION Hispanics THE represent the second-largest population group in the Tucson metropolitan. GROUP IN THE TUCSON METROPOLITAN.
Asian Non-Hispanic
23,036 29,093
Amercain Indian Non-Hispanic Other Non-Hispanic
22,266
23,036
2%
53%
22,266
1% 4%
500,000 450,000
Population
400,000
Population
350,000 300,000
1% 4% 500,000 450,000 400,000 350,000
250,000
300,000
200,000
250,000
150,000 100,000 50,000 -
200,000 150,000 100,000
95%
50,000
2000-
2010
**Carmen This is pg. Hispanic 247,577 Hispanic 164 Black DATOSAZ14 Non-Hispanic
2015
2000
2010
247,577
338,802
338,802
24,045 Black Non-Hispanic
Asian Non-Hispanic 16,595 Asian Non-Hispanic
383,508
31,075 24,045
34,704 31,075
24,592 16,595
29,093 24,592
95%
2020
2020 1 out of 3 of Hispanics in the Tucson metropolitan area 428,975 383,508fall into 428,975 the HA3 HispanictyTM Segment. However, 1 out 38,179 34,704 38,179 of 5 Hispanics fall into the HA4 to HA5 unacculturated 33,521 33,521 29,093 Mexican Puerto Rican other Hispanic Mexican Puerto RicanAllAll other Hispanic segments. 2015
**Carmen This is pg. 164 DATOSAZ14
1 out of 3 of Hispanics in the Tucson metropolitan area fall into the HA3 HispanictyTM Segment. However, 1 out of of 5 Hispanics fall intointhe to HA5 unacculturated 1 out 3 of Hispanics theHA4 Tucson metropolitan area fall into the 8% segments. HA3 Hispanicty™ Segment. However, 1 out of 5 Hispanics fall
Projected Percent Change 20152015 v. 2020 PROJECTED PERCENT CHANGE V. 2020 15%
15%
Projected Percent Change 2015 v. 2020
12%
10%
8%
15%
Hispanicity TM
10%
1% 6%
8%
TM 32% Hispanicity
-4% 1%
18%
15%
8%
12%
6%
into the HA4 to HA5 18% unacculturated segments.
-4%
27%
32% 27%
Total
Hispanic
White NonHispanic Total
Black NonHispanic
Asian NonHispanic
American Other NonIndian NonHispanic Hispanic White NonBlack NonAsian NonAmerican
Hispanic
Hispanic
Hispanic
Hispanic
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. Source: Geoscape American Marketscape DataStream™ Series 2015
www.geoscape.com P. 888.211.9353 |DataStream™ E. geoscape@geoscape.com www.geoscape.com Source: Geoscape American Marketscape Series| URL. 2015
Indian NonHispanic
HA1
Other NonHispanic
HA2
HA3 HA1
HA4 HA2
Source: Geoscape American Marketscape DataStream™ Series 2015
DATO S
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HA5 HA4
HA5
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POPULATION — TUCSON, AZ
Tucson, AZ
HISPANICITY HA1: Americanizado
HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTES
• English dominant (nearly no Spanish)
Most Of The Zip Codes In The Tucson Metro Area Have A Total Population That Is Over 30% Hispanic.
• Born in U.S.; 3rd+ generation • Few Hispanic cultural practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices
HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE
HA4: Hispano The Map Indicates That There Is A Large Concentration Of HA4 And HA5 Hispanics At The Center Of The Tucson Metro.
• Spanish preferred (some English) • Immigrant as adult, • in U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic cultural practices • Identify with home country more so than U.S.
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015
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POPULATION — FLAGSTAFF, AZ
Flagstaff, AZ MARKET SNAPSHOT The population in Flagstaff has a modest Hispanic influence, accounting for 15% of the metro’s 140,000 residents and is second fast growing population behind Asians. Over half of the Hispanic population in the Flagstaff metropolitan area are Flagstaff, AZ over 10,000 residents. Hispanics in acculturated falling into the HA1 and HA2 Hispanicity™ segments accounting for just Market Snapshot The population in Flagstaff has a modest Hispanic influence, accounting for 15% of the metro’s 140,000 and is second fast growing population Flagstaff spend more than $240 million on household expenditures accounting for roughly 10%residents of total household spending. behind Asians. Over half of the Hispanic population in the Flagstaff metropolitan area are acculturated falling into the HA1 and HA2 Hispanicity TM
segments accounting for just over 10,000 residents. Hispanics in Flagstaff spend more than $240 million on household expenditures accounting for roughly 10% of total household spending.
HISPANICS REPRESENT THIRD-LARGEST POPULATION Hispanics representTHE the third-largest population in the Flagstaff metropolitan area. GROUPgroup IN THE FLAGSTAFF METROPOLITAN AREA.
% OF**Carmen This is2015 pg. 166 DATOSAZ14 POPULATION POPULATION
POPULATION
Total
100%
143,710
Hispanic
15%
21,834
White Non-Hispanic
54%
78,296
Black Non-Hispanic
1%
POPULATION
Asian Non-Hispanic
2015 POPULATION
Total
100%
143,710
Hispanic
15%
White NonHispanic
54%
Black NonHispanic
1%
Asian NonHispanic
2%
American Indian Non-Hispanic
25%
Other NonHispanic
3%
25%
**Carmen This is pg. 166 DATOSAZ14 Other 166 Non-Hispanic DATOSAZ14
3%
15%
25%
% OF POPULATION
2%
American IndianThis Non-Hispanic **Carmen is pg.
3%
Hispanic White Non-Hispanic Black Non-Hispanic
1,581 21,834
Asian Non-Hispanic
2%
78,296
2,283
American Indian Non-Hispanic
1%
1,581
Other Non-Hispanic
2,283
36,094 36,094
54%
3,622
3,622
30,000
1% 5%
1%
30,000
5%
Population Population
25,000
25,000
20,000 20,000 15,000 15,000 10,000 10,000 5,000 5,000 -
-
Hispanic
HispanicThis is pg. **Carmen Black Non-Hispanic Black Non-Hispanic 166 Asian DATOSAZ14 Non-Hispanic Asian Non-Hispanic
2000
2010
2015
12,728
18,166
21,834
26,279
1,150
1,495
1,581
1,716
895
1,787
2,283
2000
2010
12,728
18,166
1,150
1,495
895
2015
21,834
1,787
**Carmen This is pg. 166 DATOSAZ14
1,581 2,283
2020
2,857
93% 93% Close to 50% of Hispanics in the Flagstaff metropolitan area fall into the HA1 and TM Segment. HA2Puerto Hispanicty . Hispanic Mexican Rican All other ClosePuerto to 50% ofRican HispanicsAll in the Flagstaff Mexican other Hispanic
2020 26,279 1,716 2,857
metropolitan area fall into the HA1 and HA2 HispanictyTM Segment..
Close to 50% of Hispanics in the Flagstaff metropolitan area 9%the HA1 and HA2 Hispanicty™ Segment. fall into
Projected Percent Change 2015 v. 2020 PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020
25%
25%
20% 20%
9%
8% 9% 9%
Hispanic
Total
White NonHispanic
Hispanic
Black NonHispanic
White Non-
Asian NonHispanic Hispanic
23%
15%
Hispanicity TM
Hispanicity TM
9%
8%
Black Non-
American Hispanic Indian NonHispanic
23%
12%
15%
2% Total
9%
12%
2% Asian NonAmerican Other Non-Indian NonHispanic Hispanic Hispanic
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015
31% Other Non-
Source: Geoscape American Marketscape DataStream™ Series 2015
DATO S
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26%
Hispanic
HA1
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015
26%
31%
HA2
HA1
HA2
HA3
HA3
HA4
2 0 1 5
HA4
HA5
HA5
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POPULATION — FLAGSTAFF, AZ
Flagstaff, AZ
HISPANICITY HA1: Americanizado
HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTE
• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation
The Zip Codes With The Largest Percentage Of Hispanics Are Just Northwest Of The Flagstaff Metropolitan Area.
• Few Hispanic cultural practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices
HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE
HA4: Hispano This Map Shows Zip Codes In The Metro Area By Postal Carrier Routes With The Largest Percentages Of HA4 And HA5 Hispanics.
• Spanish preferred (some English) • Immigrant as adult, • in U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic cultural practices • Identify with home country more so than U.S.
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015
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POPULATION — YUMA, AZ
Yuma, AZ MARKET SNAPSHOT Roughly 6 out of 10 residents in the Yuma Metropolitan area are Hispanic presence, accounting for over 130,000 individuals. The Hispanic population is projected to increase by over 14,000 individuals or 11% by 2020. Yuma Hispanics are primarily of Mexican ancestry. 1 out of 3 Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 Hispanicity™ AZ segments. Aggregate household expenditures (all consumer products andYuma, categories) among Yuma’s Hispanics exceeds Market Snapshot Roughly 6 out of 10 residents in the Yuma Metropolitan area are Hispanic presence, accounting for over 130,000 individuals. The Hispanic population is projected to increase $1.3billion annually, or 45% of total by households. over 14,000 individuals or 11% by 2020. Yuma Hispanics are primarily of Mexican ancestry. 1 out of 3 Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 HispanicityTM segments. Aggregate household expenditures (all consumer products and categories) among Yuma’s Hispanics exceeds $1.3 billion annually, or 45% of total households.
HISPANICS REPRESENT THE LARGEST POPULATION GROUP IN THE YUMA METROPOLITAN AREA.
% OF 2015 **Carmen ThisPOPULATION is pg. POPULATION
POPULATION
168 DATOSAZ14
Total
100%
207,527
Hispanic
63%
131,256
White Non-Hispanic
32%
65,915
Black Non-Hispanic
2% Total
POPULATION
100%
Hispanic
Asian Non-Hispanic **Carmen This is pg. 168 DATOSAZ14
63%
White Non1% Hispanic
32%
Black NonHispanic
2%
Asian NonHispanic
1%
American Indian **Carmen Non-HispanicThis is pg. 1% 168 DATOSAZ14 Other Non-Hispanic
% OF POPULATION
American Indian 1% Non-Hispanic Other NonHispanic
2%
1% 1%
1%
Hispanic
32%
White Non-Hispanic
2015 POPULATION
Black Non-Hispanic
3,154 207,527
Asian Non-Hispanic
131,256
65,915 2,428
American Indian Non-Hispanic Other Non-Hispanic
3,154
1,862 2,428
1%
1,862 2,912
1%
2,912
63%
1%
160,000 140,000
120,000
60,000
60,000
40,000
40,000
20,000
20,000
100,000
100,000
80,000
-
80,000
-
2000
80,774 Black Non-Hispanic
**Carmen This is pg.Asian Non-Hispanic Black Non-Hispanic 3,136 168 DATOSAZ14 Asian Non-Hispanic 1,362
97% 97%
2000
2010
2015
2020
80,774
116,912
131,256
145,377
2010
Hispanic
Hispanic
2015
116,912 3,136
2020
131,256 3,169
3,169 1,362
3,154 2,041
2,041
145,377 3,088 3,154 3,088 2,428
2,428
**Carmen This is pg. 168 DATOSAZ14
2,805
2,805
Close to 30% of Hispanics in Rican the YumaAll other Hispanic Mexican Puerto metropolitan area fall Puerto into the HA4 and HA5 Mexican Rican All other Hispanic TM Hispanicty CloseSegment. to 30% of Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 HispanictyTM Segment.
Projected Percent Change 2015 v. 2020
PROJECTED PERCENT CHANGE 2015 V. 2020 Projected Percent Change 2015 v. 2020
16%
16%
5%
9%
5%
Hispanicity TM
16%
-2% -6%
15%
9%
11%
Hispanic
Close to 30% of Hispanics in the Yuma metropolitan area fall into the HA4 and HA5 Hispanicty™ Segment. 16% 15%
16%
11%
Total
2%
140,000
Population
Population
120,000
1%
160,000
2%
-2% -6%
-8%
Hispanic Black Non- Other AsianNonNonWhite Non-Total Black NonAsianWhite Non-Non- American Hispanic Indian Hispanic Hispanic Hispanic Hispanic Hispanic NonHispanic Hispanic
26% -8%
American Indian NonHispanic
Hispanicity TM
16%
Other NonHispanic
HA1
27%
26%
HA2
HA1 HA3
HA2 HA4
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ Series 2015 Source: Geoscape American Marketscape DataStream™ Series 2015 Source: Geoscape American Marketscape DataStream™ Series 2015
DATO S
A Z 194
27%
2 0 1 5
HA3 HA5 HA4
HA5
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POPULATION — YUMA, AZ
Yuma, AZ
HISPANICITY HA1: Americanizado
HISPANIC POPULATION % ZIP CODES BY CARRIER ROUTE
• English dominant (nearly no Spanish) • Born in U.S.; 3rd+ generation
Most Of The Zip Codes In The Yuma Metro Area Have Total Populations That Are Over 47% Hispanic.
• Few Hispanic cultural practices HA2: Nueva Latina • English preferred (some Spanish) • Born in U.S.; 2nd generation • Some Hispanic cultural practices • often “retro-acculturate” HA3: Bicultural • Bilingual (equal or nearly) • Immigrant as child or young adult • Many Hispanic cultural practices
HA4 AND HA5 HISPANICITY™ SEGMENTS ZIP CODES BY CARRIER ROUTE
HA4: Hispano This Map Shows The Zip Codes In The Metro Area By The Postal Carrier Route With The Largest Percentage Of HA4 And HA5 Hispanics.
• Spanish preferred (some English) • Immigrant as adult, • in U.S. 10+ years • Pre-dominant Hispanic cultural practices HA5: Latinoamericana • Spanish dominant (nearly no English) • Recent immigrant as adult (less than 10 years ago) • Primarily Hispanic cultural practices • Identify with home country more so than U.S.
P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015
DATO S
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“The success and vitality of Arizona’s economy is intricately tied to the quality education and college attainment of our rapidly growing Latino community. ASU is committed to helping Arizona lead the nation in Latino education, and a tool like DATOS: The State of Arizona’s Hispanic Market aids meaningfully in our effort.” —Michael M. Crow, President, Arizona State University
By 2020, Hispanics Will Be Majority Of All School Children In Arizona If present trends continue, more than 50 percent of Arizona’s public school students will be Hispanic by 2020.
panic students grew by about 26 percent to 465,000, while white student enrollment overall decreased. The percentage of Native American students decreased slightly during this period as well, while the percentage of Black and Asian students remained about the same.
To some, this fact speaks to the looming challenges of educating an increasingly Hispanic student population. To others, the trend foreshadows an opportunity in the making.
Hispanic student population trends in the public school systems generally mirror the rapid population growth occurring among the state’s total Hispanic population. The number of Hispanics in Arizona in 2000 was nearly 1.3 million and grew to nearly 1.9 million in 2010—a 46 percent increase.
Either way, experts say Arizona’s education policy cannot be formulated without giving consideration to how it could be shaped by the state’s Hispanic students. About 45 percent of the state’s public school students today are Hispanic. With the proportion of the state’s Hispanic student population increasing at a rate of about 1 to 1.5 percent annually, Hispanics could reach majority status by 2020. Already, there are more minority students, about 57 percent, than white students in the state’s public schools.
Because today’s students are tomorrow’s workforce, policy leaders must consider how that will impact the Arizona economy. Consider that while slightly more than 30 percent of the state’s total population today is Hispanic, 44 percent of Arizona children 5 or younger are Hispanic.
Latino students are driving the growth of Arizona’s minority student population. Between 2003 and 2012, the number of His-
“The demographics show that, largely, the younger population coming up — in other words our future workforce — is Latino,”
DATO S
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“Helios Education Foundation is focused on creating opportunities for individuals to succeed in postsecondary education. Based on the changing demographics of Arizona, we know that our student success efforts must include a focus on the Latino population to ensure a vibrant future for our state’s economy. We are proud to partner with the Arizona Hispanic Chamber of Commerce and appreciate their leadership in elevating Latino issues and providing the DATOS report to help all sectors of our community understand and meet the needs of Arizona’s fastest growing population segment.” —Vince Roig, Founding Chairman, Helios Education Foundation
“In looking at the future of the state of Arizona, it is clear that a change in our state’s demographic and economic structure is on the horizon. As Latinos become the largest and fastestgrowing population in both the state and the nation, we need to reframe our understanding of what Latinos mean to our economic prosperity. The data provided by the DATOS report continues to solidify and shed light on the reality that in order to secure Arizona’s economic future, our collective efforts must include strategies that improve Latino student success and close the degree completion gap that exists in our state. It is time to take bold and decisive action.” —Paul Luna, President and CEO, Helios Education Foundation
said Joseph Garcia, director of the Latino Public Policy Center at ASU’s Morrison Institute for Public Policy. In his interview with the Cronkite News Service shortly after the release of the 2012 Census estimates, Garcia explained why it’s vital that Arizona leaders address existing education achievement gaps between Hispanics and whites. “If we do not close the Latino education gap we are going to wind up with a workforce that is largely...ill-equipped to be able to compete economically with other states and regions, and even internationally.”
To Garcia’s point, while modest but steady gains have been made in reducing high school dropout rates among Hispanics and a growing percentage of Hispanics are enrolling in college, a substantial education gap persists. In 2012, according to Pew Hispanic Research, “Hispanics accounted for just 9 percent of young adults (ages 25 to 29) with bachelor’s degrees,” while 69 percent of young adults with bachelor’s degrees were white.
DATO S
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In 2024, Hispanics Enrolled In U.S. Public Elementary And Secondary Schools Are Projected To Account For 29% Of Total Students Enrolled In 2024, Hispanics Enrolled In U.S. Public Elementary And Secondary Schools Are Projected Account For 29% Of TotalENROLLED StudentsINEnrolled PERCENTAGEToDISTRIBUTION OF STUDENTS PUBLIC ELEMENTARY Percentage Distribution of Students Enrolled in Public Elementary and AND SECONDARY SCHOOLS Secondary Schools
59% 51%
Public Schoo
l
46%
24%
29%
18%
17% 16% 15%
4% 5% 6% White
Black
Hispanic
2002
2012
Asian/ Pacific Islander
2024
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
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NOTES
Notes
DATO S
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2 0 1 5
1% 1% 1% American Indian/ Alaska Native
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Hispanics In The U.S. Represent Significant Enrollment In Public Schools PreK-8’ 2022, Hispanics Enrolled FOR In Pre-K Through 8thINGrades In Public Will Have ACTUAL By AND PROJECTED NUMBERS ENROLLMENT GRADES PREK–8School IN PUBLIC ELEMENTARY 30% Since 2011 AND SECONDARY SCHOOLS,Increased BY RACE/ETHNICITY: FALL 1997 THROUGH FALL 2022 Enrollment in Grades PreK-8 in Public Schools (000) 20,123 17,655 16,939
11,098 8,560 5,980
5,838
5,469 5,788
2,106 1,348 1,743 White
Black
Hispanic
2000 Source: U.S. Department of Education, Projections of Education Statistics to Projections 2022 Source: U.S. Department of Education, nces.ed.gov/pubs2014/2014051.pdf
2011
Asian/ Pacific Islander
397
384
382
American Indian/ Alaska Native
2022
of Education Statistics to 2022
By 2022, Hispanics Enrolled In 9th – 12th Grades In Public School Will Have Increased 43% Since 2011 By 2022, Hispanics Enrolled In 9 – 12 Grades In Public School Will Have Increased 43% Since th
th
2011
Enrollment in Grades 9-12 in Public Schools SCHOOLS ENROLLMENT IN GRADES 9-12 IN PUBLIC (000) 8,750 7,948 7,042
4,566 3,201 2,119
2,357 2,163
1,894 601
White
Black
Hispanic
2000 Source: U.S. Department of Education, Projections of Education Statistics to 2022 nces.ed.gov/pubs2014/2014051.pdf Source: U.S. Department of Education, Projections
2011
769
905
Asian/ Pacific Islander
2022
of Education Statistics to 2022
DATO S
A Z 199
2 0 1 5
153
163
136
American Indian/ Alaska Native
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Between 1990 and 2014, the size of the white-Hispanic gap in attainment of a high school diploma or its equivalent narrowed from 32 to 21 percentage points
Compared To The 2009-2010 School Year, There Will Be 64% More Hispanic Public High School Graduates In 2022-2023
In Comparison To The 2009-2010 School Year, There Will Be 64% More Hispanic Public High School Graduates In 2022-23 Public High School Graduates (in thousands)
1,895 1,782 1,601
PUBLIC HIGH SCHOOL GRADUATES (IN THOUSANDS)
902
336
White
478
551
410
298
Black
208 127 170
Hispanic
2000-2001
26
Asian/ Pacific Islander
2009-2010
34
25
American Indian/ Alaska Native
2022-2023
Source: U.S. Department of Education, Projections of Education Statistics to 2022
Source: U.S. Department of Education, Projections of Education Statistics to 2022
The Percentage Distribution Of Hispanic Students Enrolled Percentage Distribution Hispanic Students Enrolled In Public ElementaryFrom And In PublicTheElementary AndOfSecondary Schools Varied 41% Secondary Schools Varied From 41% In The West Compared To Only 11% In The Midwest In The West To Only 11% In The Midwest Percentage Distribution of Students Enrolled in Public Elementary and Secondary Schools
PERCENTAGE DISTRIBUTION OF STUDENTS ENROLLED IN PUBLIC ELEMENTARY AND SECONDARY SCHOOLS 68% 59% 46% 39%
41% 24% 15%14% 5%
White
Black
Northeast
24% 18% 11%
7%
Hispanic
Midwest
3% 3%
9%
Asian/ Pacific Islander
South
West
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
DATO S
A Z 200
2 0 1 5
0% 1% 1% 2% American Indian/ Alaska Native
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CASE STUDY
An Initiative of Helios Education Foundation and Yuma Union High School District With increasing demands on the 21st-century workforce, all students should graduate from high school prepared to enter college or start a career. Improving the skills required to succeed is a major challenge in the United States. According to the nonprofit organization Achieve (2012), about 11 percent of freshmen entering two- and four-year postsecondary institutions require remediation in reading, 14 percent in writing, and 22 percent in math. Similarly, a recent national readiness report by American College Testing (ACT) showed that 28 percent of students who took the ACT college entrance examination failed to meet any of ACT’s four college readiness benchmarks while only 25 percent of graduates met all four of the benchmarks. These numbers are alarming when connected with 21st-century workforce reports that show technological changes and increased competition will require a workforce with strong cognitive skills and problemsolving abilities. To address these challenges, Helios Education Foundation began to take steps to identify a new comprehensive, highschool reform initiative focused on preparing students for future success. Through this work, a partnership with Yuma Union High School District was formed and an initiative
called Ready Now Yuma was developed. This initiative provides students with a rigorous, high expectations curriculum within a college-going environment. The end goal is to increase the number of students entering and succeeding in postsecondary education. The four overarching objectives of Ready Now Yuma are as follows: 1. Implement a whole-district, whole-school performancebased and aligned instructional system (Cambridge International Curriculum and Examinations). 2. Embed routine practice of data-driven decision making in support of RNY at the district, campus, department, classroom and individual student levels. 3. Support every YUHSD student in graduating college and career ready through targeted academic support and advising, as well as the development of college awareness and skills. 4. Communicate consistently and intentionally, engaging all stakeholders, to embed the expectation of college and career readiness for every Yuma student through cultural change within YUHSD high schools and the communities they serve.
“Ready Now Yuma represents a cultural shift in the way we prepare students to compete and succeed in a global economy,” said Vince Roig, Founding Chairman of Helios Education Foundation. “Every YUHSD student, regardless of past academic performance or post-high school aspirations, will now receive a world-class education which prepares them for every future opportunity and puts them on-par with their national and international peers.”
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An Initiative of Helios Education Foundation and Yuma Union High School District
“Helios’ leadership and investment in Ready Now Yuma will profoundly impact our students, YUHSD and the Yuma community overall,” commented Toni Badone, superintendent of Yuma Union High School District. “Our goal is to equip every student with the skills and knowledge they will need to succeed in college, career and life. By doing so, we will demonstrate that Yuma is a viable business environment with a stable and talented workforce pipeline.”
5. As a foundation focused on creating opportunities for success in postsecondary education, Helios is committed to the success of all students. However, the Foundation also has a particular emphasis on traditionally underserved communities including low-income, firstgeneration, minority and rural students. Yuma, Arizona is located in the southwestern corner of Arizona and is bordered by California and Mexico. It is considered an “urban-isolated” community as it is located three hours from both Phoenix, Arizona and San Diego, California. Of the more than 200,000 residents, twenty one percent of Yuma residents live below the federal poverty line. Yuma Union High School District (YUHSD) has five comprehensive high schools and one alternative high school and serves three K-8 partner districts and two private schools. Of the roughly 11,000 students, 80 percent are Hispanic, 16 percent are Caucasian, two percent are African-American, and another two percent are Native American or Asian. Just over 68 percent of the students are classified as receiving free and reduced lunch. These demographics, along with strong leadership and a commitment to high expectations, made YUHSD a natural partner for Helios on this initiative.
ing, collaborative work, instruction and systemness. Under this theory, a primary goal of the initiative is to change the culture of the schools to reflect a high-expectations mentality for all students. These expectations are encapsulated in the goals of the district, which include having every YUHSD student graduate and be prepared to succeed in college and career, embedding a college-going culture within each school, and increasing the number of students entering and succeeding in postsecondary education. What makes Ready Now Yuma unique, is that it is making a world-class education available to every student regardless of past academic performance or post-high school aspirations. This initiative is helping students maximize their full potential and is preparing them for success in college and career through a framework built on the idea that every student should be challenged, supported and prepared.
YUHSD’s approach to preparing all students for college and career calls for a systemic change in the way districts and schools operate. Ready Now Yuma seeks to achieve wholesystem reform by concentrating its efforts on capacity build-
DATO S
To learn more about Ready Now Yuma, please visit www.Helios.org.
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In 2014, Hispanic Males Were 7% More Likely Than Hispanic Females Between The Ages Of 18-24 To Not Complete High School
Percentage of 18to 24-year-olds Who Have Not Completed High School: 2014 In 2014, Hispanic Males Were 7 Percentage Points More Likely Than Hispanic Females Between The Ages Of 18-24 To Not Complete High School
PERCENTAGE OF 18- TO 24-YEAR-OLDS WHO HAVE NOT COMPLETED HIGH SCHOOL: 2014 16%
American Indian/ Alaska Native
9%
Asian
20%
11% 21%
Hispanic
Black
28% 29%
20% 12%
White
16%
Female
Male
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
From 2000 To 2014, There Was An 18 Percentage Points Decrease In Hispanic Males Between The Ages 18-24 Did Not Complete High School From 2000 To 2014, There Was An 18% Decrease In Hispanic MalesOf Between The Ages OfThat 18-24 That Did Not Complete High School
Percentage of Male 18- to 24-year-olds Who Have Not Completed High School: 2000 and 2014
PERCENTAGE OF MALE 18- TO 24-YEAR-OLDS WHO HAVE NOT COMPLETED HIGH SCHOOL: 2000 AND 2014 20%
American Indian/ Alaska Native
11%
Asian
35%
20% 28%
Hispanic
46%
20%
Black
16%
White
33%
20%
2014
2000
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
Between The Ages 16-24, Hispanics Born Outside The U.S. Are 15% More Likely To Dropout Than Hispanics Born In
The U.S. Between The Ages 16-24, Born Outside The U.S. Are 15 DropoutHispanics Rates of 16- through 24-year-olds Percentage Points More Likely To Dropout Than Hispanics Born In The U.S.
DROPOUT RATES OF 16- THROUGH 24-YEAR-OLDS 24% 20%
5% 4% White
8%
12% 12%
9%
7%
5%
2% 3%
Black
Hispanic
Born in the U.S.
Asian
Pacific Islander
Born Outside the U.S.
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
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American Indian/ Alaska Native
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There Will Be A 27% Increase In Hispanic Enrollment Of U.S. Residents In All Postsecondary There Will Be A 27% Increase In Hispanic Enrollment Of U.S. Residents In All Postsecondary Degree-Granting Institutions From 2011-2022 Degree-granting Institutions From 2011-2022 Enrollment of U.S. Residents in All Postsecondary Degree-granting Institutions (in thousands)
ENROLLMENT OF U.S. RESIDENTS IN ALL POSTSECONDARY DEGREE-GRANTING INSTITUTIONS (IN THOUSANDS) 13,492 12,666
COLLEGE
10,463
3,940 3,135
3,757 2,953
1,730
White
1,462
Black
1,400 978 1,311
Hispanic
2000
Asian/ Pacific Islander
2011
151 190 190 American Indian/ Alaska Native
2022
Source: U.S. Department of Education, Projections of Education Statistics to 2022 Source: U.S. Department of Education, Projections of Education Statistics to 2022
In 2013, Hispanic Females Between The Ages Of 18-24 Were 10 Percentage Points More Likely Than Hispanic Males To Be Enrolled In 2- Or 4-Year Colleges In 2013, Hispanic Females The Ages Of 18-24 WereIN 10% Than Hispanic Males To Be Enrolled PERCENTAGE OF 18TO Between 24-YEAR-OLDS ENROLLED 2- More AND Likely 4-YEAR COLLEGES: 2013 In A 2-and 4-Year College
Percentage of 18- to 24-year-olds Enrolled in 2- and 4-year colleges: 2013
64%
COLLEGE
60%
45% 38% 31%
41%
39%
38% 29%
19%
White
Black
Hispanic
Male
Asian
Female
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
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In 2013, Hispanic Males Between The Ages Of 18-24 Were 11 Percentage Points More Likely To Enroll In AHispanic 2- Or 4-Year Compared 2000 In 2013, Males Between The Ages Of College 18-24 Were 11% More Likely To Enroll In Ato 2-and 4-Year College Compared to 2000
Percentage of Male 18- to 24-year-olds Enrolled in 2- and 4-year Colleges: 2000 and 2013
PERCENTAGE OF MALE 18- TO 24-YEAR-OLDS ENROLLED IN 2- AND 4-YEAR COLLEGES: 2000 AND 2013 59%
36% 38%
31%
64%
29%
25%
19%
18%
White
Black
13%
Hispanic
2000
Asian
American Indian/ Alaska Native
2013
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
Hispanic Females Between The Age Of 25-29 Were 6 Percentage Points More Likely Than Their Hispanic Male Counterparts To Complete A Bachelor’s Degree Or Higher In 2013 Hispanic Females Between The Age Of 25-29 Were 6% More Likely Than Their Hispanic Male Counterparts To Complete A Bachelor’s Degree Or Higher In 2013 Percentage of 25- to 29-year-olds Who Have Completed a Bachelor's or
2013 PERCENTAGE OF 25- TO 29-YEAR-OLDS WHO Higher HAVEDegree: COMPLETED A BACHELOR’S OR HIGHER DEGREE: 2013
64% 55% 44% 37% 23%
19%
17%
White
13%
Black
Hispanic
Male
Female
Source: U.S. Department of Education, The Condition of Education 2015
Source: U.S. Department of Education, The Condition of Education 2015
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Among Hispanics Over 25, There Is A Significant Gap Between Those Who Have Completed A High School Degree Or Higher Compared To Those Who Actually Obtained A Higher Degree Among Hispanics Over 25, There Is A Significant Gap Between Those Who Have Completed A High School Degree Or Higher Compared To Those Who Actually Obtained A Higher Degree Percentage of Persons 25 and Over Years Old and Educational Attainment: 2013 PERCENTAGE OF PERSONS 25 AND OVER YEARS OLD AND EDUCATIONAL ATTAINMENT: 2013 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
All Hispanics
Mexican
Puerto Rican
Cuban
Dominican
Salvadoran Other Central American
Total, high school or higher
High school only
Associate's degree
Bachelor's or higher degree
South American
Other Hispanic
Some college, no degree
Source: U.S. Department of Education, Digest of Education Statistics, 2013 Source: U.S. Department of Education, Digest of Education Statistics, 2013
In 2013, Twenty-Three Percent Of Hispanics Who Were 25 Years Of Age Or Older And Held a Bachelor’s Degree Or In 2013, Twenty-Three Percent Of Hispanics Who Were 25 Years Of Age Or Older And Held a Bachelor’s Degree Or Higher Were Majored in Business/Management Higher Majored in Business/Management Persons Age 25 and over Who Hold a Bachelor's or Higher Degree PERSONS AGE 25 AND OVER WHO HOLD A BACHELOR’S OR HIGHER DEGREE
30% 25% 20% 15% 10%
White
Black
Hispanic
Source: U.S. Department of Education, Digest of Education Statistics 2013
Source: U.S. Department of Education, Digest of Education Statistics 2013
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Social Sciences/Hisotry
Psychology
Pre-professional
Philosophy/Religion/The ology
Other Fields
Natual Sciences
Mathematics/Statistics
Liberal Arts/Humanities
Health Sciences
Foreign Languages
English/Literature
Engineering
Education
Computer and Information Sciences
Communications
Business/Management
Art/Architecture
0%
Agriculture/Forestry
5%
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Of All Hispanics Enrolled in 2-Year And 4-Year Colleges, Twenty-Four Percent Attend Private For Private 2-Year Institutions Percentage Distribution of U.S. Resident Undergrad Enrollment
Of All Hispanics Enrolled in 2-Year And 4-Year Colleges, TwentyFour Percent Attend Private For-profit 2-Year Institutions PERCENTAGE DISTRIBUTION OF U.S. RESIDENT UNDERGRAD ENROLLMENT 40%
2-year
PrivateFor-private For-profit Private
28% 49%
28%
Private Nonprofit 54% 48%
4-year
22%
30%
15%
67%
13%
Private Nonprofit 62%
12%
Public White
Black
Hispanic
Asian
Pacific Islander
4%
13%
15%
Public
PrivateFor-private For-profit Private
4%
24%
American Indian/ Alaska Native
0%
6%
0%
3%
1%
6%
0%
7%
0%
10% 15%
1%
Two or More Races
1% 3% 2% 2% 1% 3% 1% 3% 1% 3% 1% 3%
Series8
Private For-profit Institution: Private Nonprofit Institution: Public School or Institution: An institution in which the individual(s) or agency in control receives compensation other than wages, rent, or other expenses for the assumption of risk (e.g., proprietary schools).
Source: U.S. Department of Education, The Condition of Education 2015
An institution in which the individual(s) or agency in control receives no compensation other than wages, rent, or other expenses for the assumption of risk. These include both independent nonprofit institutions and those affiliated with a religious organization.
A school or institution controlled and operated by publicly elected or appointed officials and deriving its primary support from public funds.
Source: U.S. Department of Education, The Condition of Education 2015
Hispanic-serving Institutions 2013-2014
1.6 M
60%
409
Latino Undergraduate Enrollment
Institutions
Of Latino Undergraduates
Representation
Sector
Location
Sector Sector
31% 31%
46%
12%
46%
Of Higher Education Institutions
21
20%20% 3%
3%
2-YR Public
2-YR Public
2-YR Private
2-YR Private
203 203
4-YR Public
4-YR Private
4-YR Public
2032-YEAR 2-YEAR
4-YR Private
206 206
206
2-YEAR 2-YEAR
Source: Excelencia In Education Analysis Using U.S. Department of Education, NCES, IPEDS, 2013-14 Fall Institutional Characteristics And Enrollment Surveys.
2-YEAR
States & Puerto Rico
2-YEAR
Source: Excelencia In Education Analysis Using U.S. Department of Education, NCES, IPEDS, 2013-14 Fall Institutional Characteristics And Enrollment Surveys.
Source: Excelencia In Education Analysis Using U.S. Department of Education, NCES, IPEDS, 2013-14 Fall Institutional Characteristics And Enrollment Surveys.
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Revered Community Activist Says AZ Legislature’s Priority No. 1 Must Be Education AZHCF President Rosie Lopez Education is the single most important issue facing the 2016 session of the Arizona Legislature. That’s the unfettered view of long-time community activist, Rosie Lopez, president of the Arizona Hispanic Community Forum (AHCF). “Education should be at the very top of the agenda because everything else is affected by education,” said Lopez, a former teacher and education administrator. “It doesn’t matter if it’s the economy, business, the environment, immigration or health care, without a strong educational foundation our community will suffer.” Founded in 1987, the AHCF has been speaking out about education policy and how it affects Hispanics as long as the group has existed, said Lopez. The AHCF was a vocal critic of imposing “English-only” policies and ending bilingual education in the state, and the group was a party to the successful lawsuit that led to the creation of single-member districts in the Phoenix Union High School District in 1990, opening the door for greater diversity on the PUHSD board of trustees. The group also has promoted Latino voter engagement and opposed the wave of anti-immigrant legislation passed by the State Legislature over the past decade.
derfunded and that Hispanics and other minority students are suffering disproportionately. Whether the issue is larger class sizes, the elimination of all-day kindergarten, deteriorating buildings or low teacher pay, it is predominantly Latino schools that are being hit the hardest, said Lopez, even though Hispanics are the fastest growing population
At the current rate of growth, the population of Hispanic students in Arizona’s schools will be a majority by 2020, according to this 2015 edition of DATOS: The State of Arizona’s Hispanic Market. By 2040, Hispanics are predicted
“The funding issue is the main thing,” said Lopez, who contends that public education in Arizona is woefully un-
to be a majority of the state’s overall population.
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Photos Courtesy of Rosie Lopez
in Arizona.
Lopez said a range of recent developments convinced the group’s leadership that education, now more than ever, needs to be at the top of AHCF’s agenda and a top priority for the State Legislature.
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Revered Community Activist Says Az Legislature’s Priority No. 1 Must Be Education AZHCF President Rosie Lopez Lopez said the main goal of the conference was to “formulate a Latino education policy” report to present to the following list of education influencers in Arizona, including Governor Doug Ducey, State Legislators, State Superintendent of Public Instruction Diane Douglas and a wide range of public policymakers across the state. Lopez said the AHCF will publish its “Latino Education Policy Agenda” in November. The report will feature recommendations made by dozens of conference participants and parents. (A separate parent conference is scheduled for Oct. 17 at Roosevelt School District’s Wellness Center.) Recommendations gathered from the parent conference will also be included in the report. She said a copy of the report will be delivered to each member of the Legislature and also posted on the group’s website at www.azhcf.com. Lopez added her group also has been working closely with the Latino Caucus in the State Legislature. She said the current chair, Sen. Catherine Miranda, and incoming chair, Rep. Juan Mendez, have agreed, along with other lawmakers, to author legislation based on the AHCF’s recommendations. “We are aware the challenges and hurdles are great and that policymakers are sometimes not willing to invest in education, but our voices need to be heard until our policies are enacted,” said Lopez. To prepare to present its views on education policy during
The AZHCF is an all-volunteer organization. The group’s executive board includes Lopez, Esther Duran Lumm, Constantino Lopez, Linda Brown, Greg Mares and Irene Chavez.
the upcoming legislative session (which begins in January 2016), AHCF hosted an all-day conference in June and invited a who’s who of education experts from Arizona and across the nation to discuss the impact of local, state and Among the day’s presenters: Dr. Eugene Garcia of Arizona
To learn more about the organization, visit azhcf.com or email rosie@azhcf.com.
State University; Dr. Ileana Reyes of the University of Arizona; Dr. Laura Rendón of the University of Texas, San Antonio, and Salvador Gabaldón, former director of Culturally Relevant Education, Tucson Unified School District.
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Photos Courtesy of Rosie Lopez
federal education policy on the state’s Latino community.
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Courtesy of AMEPAC, 2013
The Arizona Minority Education Policy Analysis Center (AMEPAC) is a policy center of the Arizona Commission for Postsecondary Education. Through studies, AMEPAC’s mission is to stimulate constructive statewide discussion and debate about improving Arizona minority students’ early awareness, access, and achievement throughout the educational attainment process. Our vision is that all Arizona students succeed in higher education as a result of quality research that shapes policy on critical issues.
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Milem Bryan Sesate Montaño
https://highered.az.gov/sites/default/files/AMEPAC%20MSPR%202013%20-%20Final.pdf
Minority Students Are The Majority In Arizona Schools And Their Representation Is Increasing At A Rapid Rate. Hispanics Are ByStudents Far The Largest Group In Arizona Schools. Minority Are The Majority InMinority Arizona Schools And Their Representation Is Increasing At A Rapid Rate. Hispanics Are By Far The Largest Minority Group In Arizona Schools.
P-12 ENROLLMENT TREND 1997-2012 – BY MINORITY STATUS P-12 Enrollment Trend 1997-2012 – By Minority Status 60.0%
55.0%
50.0%
45.0%
40.0%
1997
1998
1999
2000
2001
2002
2003
White
2004
2005
2006
2007
2008
2009
All Minority
Source: Arizona Department of Education (2012) Source: Arizona Department of Education (2012)
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2011
2012
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While Nearly 57 Percent Of Students Enrolled In Arizona Schools Were White In 1997, Their Representation Decreased To 43 Percent In 2012. The Large Majority Of Students Of Color In Arizona Schools Are Hispanic. Their Proportional Representation Increased From 30.1 Percent In 1997 To 43.6 While 57 Percent Of Students Enrolled In Arizona Schools Were White In 1997, Their Percent In Nearly 2012. In Fact, Hispanics Surpassed Whites As Representation The Largest Decreased To 43 Percent In 2012. The Large Majority Of Students Of Color In Arizona Schools Are Hispanics. Their Proportional Group Representation Increased FromIn 30.1P-12 Percent InClassrooms 1997 To 43.6 Percent In In Fact, Hispanics Enrolled In2012. 2012. Surpassed Whites As The Largest Group Enrolled In P-12 Classrooms In 2012.
P-12 EnrollmentTREND Trend 1997-2012 By Race/Ethnicity P-12 ENROLLMENT 1997-2012––Proportions PROPORTIONS BY RACE/ETHNICITY 60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1997
1998
1999
2000
2001
2002
Asian American
2003
2004
2005
Indian
2006
Black
2007
2008
Hispanic
2009
2010
2011
2012
White
Source:Source: ArizonaArizona Department of Education (2012) (2012) Department of Education
Hispanics Showed The Largest Numerical Gain In Enrollments Between 2004 (368,804) And 2012 (465,084), An Increase Of 26.1% Hispanics Showed The Largest Numerical Gain In Enrollments Between 2004 (368,804) And 2012 (465,084), An Increase Of 26.1%
P-12 ENROLLMENT TREND 2004-2012 – TOTAL COUNTS BY RACE/ETHNICITY P-12 Enrollment Trend 2004-2012 – Total Counts By Race/Ethnicity
600,000
500,000
400,000
300,000
200,000
100,000
0
2004
2005
Asian
2006
2007
2008
American Indian
2009
Black
2010
Hispanic
2011
2012
White
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Source: Arizona Department of Education (2012) Source: Arizona Department of Education (2012) Milem Bryan Sesate Montaño
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The Consequences Of Students Not Passing AIMS Tests Make It Difficult, If Not Impossible, For Them To Enroll In The Courses That They Need To Become Eligible For Admission To One Of The State’s Universities Because They Must Enroll In Classes That Prepare Them To Retake The AIMS Test To Meet High School Graduation Requirements.
Less Than Half of Hispanic Students ‘Meets’ Or ‘Exceeds’ AIMS Science Scores Less Than Half of Hispanic Students ‘Meets’ Or ‘Exceeds’ AIMS Science Scores 2011 Arizona AIMS Science Scores Proportions Within Race/Ethnicity
2011 ARIZONA AIMS SCIENCE SCORES PROPORTIONS WITHIN RACE/ETHNICITY 50% 40% 30% 20% 10% 0%
Asian
American Indian
Black
Falls Far Below
Hispanic
Approaches
White
Meets
Unknown Race
Exceeds
Source: Arizona Department of Education (2012)
Source: Arizona Department of Education (2012)
Less Than Half of Hispanic Students ‘Meets’ Or ‘Exceeds’ AIMS Writing Scores Less Than Half of Hispanic Students ‘Meets’ Or ‘Exceeds’ AIMS Writing Scores 2011 Arizona AIMS Writing Scores Proportions Within Race/Ethnicity
2011 ARIZONA AIMS WRITING SCORES PROPORTIONS WITHIN RACE/ETHNICITY 60% 50% 40% 30% 20% 10% 0%
Asian
American Indian
Falls Far Below
Black
Hispanic
Approaches
White
Meets
Unknown Race
Exceeds
Source: Arizona Department of Education (2012)
Footnote: All Arizona public school students in grades 3 through 8 and in grade 10 are required to take Arizona’s Instrument to Measure Standards (AIMS) tests. AIMS tests assess students in four content areas: writing, reading, mathematics, and science. The reading and mathematics tests are administered in all grades. The writing test is administered in grades 5, 6, 7, and 10. The science test is administered in grades 4, 8, and 10. In order to graduate from an Arizona public high school, a student must meet the AIMS high school graduation requirement. The most common way to meet this requirement is to pass the writing, reading, and mathematics content areas of the AIMS high school test. Source: Arizona Department of Education (2012)
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Milem Bryan Sesate Montaño
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Teachers Of Color Are Dramatically Underrepresented In Arizona Classrooms As Whites Make Up More Than 80 Percent Of The Teacher Workforce In Schools With Predominantly Minority Student Populations Teachers of color are dramatically underrepresented in Arizona classrooms as Whites make up more than 80 percent of the teacher workforce in schools with predominantly minority student populations
ARIZONA P-12 TEACHERS 2002-2011
Arizona P-12PROPORTIONS Teachers 2002-2011 Proportions By Race/Ethnicity BY RACE/ETHNICITY 100%
80%
60%
40%
20%
0%
2002
2003
2004
Asian
2005
2006
American Indian
2007
Black
2008
2009
Hispanic
2010
2011
White
Source: Arizona Department of Education (2012) Source: Arizona Department of Education (2012)
There Is A Significant Gap In Mean Composite SAT Scores Between White And Asian Pacific American Students And Hispanic, Black, And American Indian Students In Arizona. The Trend Lines In These Scores Tend To Be Relatively Flat For All Groups Except Asian Pacific Americans As Their Scores Have Increased By 32 Points Over The Last 10 Years. There Is A Significant Gap In Mean Composite SAT Scores Between White And Asian Pacific American Students And Hispanic, Black, And American Indian Students In Arizona. The Trend Lines In These Scores Tend To Be Relatively Flat For All Groups Except Asian Pacific Americans As Their ScoresCOMPOSITE Have Increased By 32 SCORES Points Over 2001-2011 The Last 10 Years. ARIZONA MEAN SAT Arizona Mean Composite SAT Scores 2001-2011 BY RACE/ETHNICITY By Race/Ethnicity
1150
1100
1050
1000
950
900
2001
2002
2003
American Indian
2004
Asian
2005
Black
2006
Hispanic
2007
White
2008
2009
Multiracial
2010
2011
No Response
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Source: College Board (2011) Source: College Board (2011)
Milem Bryan Sesate Montaño
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Postsecondary Education
• In 2010, 481,260 students (undergraduate, graduate and professional) were enrolled in postsecondary institutions in Arizona. The largest number were enrolled in public two-year colleges, followed by public four-year institutions.
aduates
Arizona Undergraduates Enrollments By Race/Ethnicity • The distribution of2010 undergraduate enrollments mirrors the breakdown of enrollments by sector. White students had the largest representation Enrollments By Race/Ethnicity Within Sector at each type of institution, with Hispanics and American Indians comprising a larger proportion of students at private, for-profit two-year colleges and Asian Pacific Americans most represented at state public 100% universities.
W
• The majority of all American Indian, Asian Pacific American, and Hispanic students are enrolled at two-year institutions. 80%
2010 Arizona Undergraduates Enrollments By Race/Ethnicity Within Sector 2010 ARIZONA UNDERGRADUATE ENROLLMENTS BY RACE/ETHNICITY WITHIN SECTOR 100%
60%
80%
40%
60%
40%
20% 20%
0%
fit 4-Year
0%
Public Public 4-Year
American Indian
4-Year Not-For-Profit 4-Year Public 2-Year For-Profit For-Profit 4-Year2-Year Not-For-Profit 4-Year For-Profit 4-Year
Asian
Black
Hispanic
White
2 or More Races
For-ProfitAmerican 4-Year Indian Public 2-Year Asian Black
Hispanic White 2 or More Races Unknown Race Source: U.S. Department of Education, National Center for Education Statistics (2010)
Unknown Race
Public 2-Y
Non-Resident Aliens
For-Profit 2-Year 2 or More Races Hispanic White
Non-Resident Aliens
Unknown
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Source: U.S. Department of Education, National Center for Education Statistics (2010)
Source: U.S. Department of Education, National Center for Education Statistics (2010)
on Statistics (2010)
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Between 1991 And 2010, The Proportion Of Associate’s Degrees Awarded To White Students Decreased, While The Proportion Between 1991 And 2010, The Proportion Of Associate’s Degrees Awarded To White Students Decreased, While The Proportion AwardedTo To Hispanics Reached 20% For The First Time In 2000For And Has HeldFirst At This Level Ever In Since2000 Awarded Hispanics Reached 20% The Time Arizona Associate’s Degree 1991-2010 Race/Ethnicity And Has HeldByAt This Level Ever Since ARIZONA ASSOCIATE’S DEGREE 1991-2010 BY RACE/ETHNICITY 80% 70% 60% 50% 40% 30% 20% 10% 0%
1991
1992
1993
American Indian
1994
1995
Black
1996
Asian
1997
1998
Hispanic
1999
2000
2001
White
2002
2003
2004
2005
Race/Ethnicity Unknown
2006
Multicultural
2007
2008
2009
2010
Non-Resident Alien
Source: U.S. Department of Education, National Center for Education Statistics (2010)
Source: U.S. Department of Education, National Center for Education Statistics (2010)
The Proportion Of Whites Receiving Bachelor’s Degrees Decreased From 82 Percent To 66 Percent. The Proportion Of Bachelor’s Degrees Awarded To Hispanics Doubled From 7 Percent In 1991 To 14 The Proportion Of Whites Receiving Bachelor’s Degrees Decreased From 82 Percent To 66 Percent. The Proportion Of Bachelor’s Degrees Percent Awarded To Hispanics Doubled From 7 Percent Black In 1991 To And 14 Percent In 2010, While Black And American Indian Students In 2010, While American Indian Students Held Held Steady At 3 Percent And 1 Percent, Respectively Arizona Bachelor’s Degree 1991-2010 Steady At 3 Percent And By1Race/Ethnicity Percent, Respectively ARIZONA BACHELOR’S DEGREE 1991-2010 BY RACE/ETHNICITY 100% 80% 60% 40% 20% 0%
1991
1992
1993
American Indian
1994
Black
1995
1996
Asian
1997
1998
Hispanic
1999
White
2000
2001
2002
2003
2004
Race/Ethnicity Unknown
2005
2006
2007
Multicultural
2008
2009
2010
Non-Resident Alien
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Source: U.S. Department of Education, National Center for Education Statistics (2010) Source: U.S. Department of Education, National Center for Education Statistics (2010) Milem Bryan Sesate Montaño
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While Hispanic And American Indian Graduate Students Have A Higher Proportion Of Enrollment At Public Universities, Asian Pacific Americans Have A Higher Percentage Of Enrollment At Not-For-Profit Institutions.
Arizona Minority Student Progress Report
2013
Arizona in Transformation
Milem Bryan Sesate Montaño
At Public Institutions, Most Master’s Degrees Were Awarded To White Students, Followed By International Students, Hispanics, Asian Pacific Americans, Blacks, And American Indians. At Private, Not-For-Profit Institutions, The Proportion Of Master’s Degrees Awarded To International Students Was Substantially Higher, But The Proportion Awarded To Hispanics And American Indians Was Lower. At Private, For-Profit Institutions, Blacks Received Proportionately More Master’s Degrees Than At Any Other Type Of Institution.
At public institutions, most master’s degrees were awarded to White students, followed by international students, Hispanics, Asian Pacific Americans, Blacks, and American Indians. At private, not-for-profit institutions, the proportion of master’s degrees awarded to international students was substantially higher, but the proportion awarded to Hispanics and American Indians was lower. At private, for-profit institutions, Blacks received proportionately master’sMASTER’S degrees than at any other type of institution 2010more ARIZONA DEGREE
BY RACE/ETHNICITY 2010 Arizona Master’s Degree By Race/Ethnicity
100%
80%
60%
40%
20%
0%
Public 4-Year
Non-Profit 4-Year
For-Profit 4-Year
American Indian
Asian
Black
Hispanic
White
Multicultural
Unknown Race
Non-Resident Alien
Source: U.S. Department of Education, National Center for Education Statistics (2010) Source: U.S. Department of Education, National Center for Education Statistics (2010)
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MIND Research Institute Located near Phoenix, Palomino Intermediate serves about 470 fourth through sixth graders, 99% of whom qualify for free or reduced-price lunch and many who come from transitory families. Principal Jenny Robles, looking for an innovative solution to improve her students’ math skills, turned to the game-based learning program called ST Math. In their first year using ST Math, the school’s fourth graders experienced an 8 percentile point growth in math proficiencies on Arizona’s statewide AIMS test. In the same period the rest of the school district saw just 3-percentile-point growth among its fourth graders. Created by the nonprofit MIND Research Institute, ST Math presents math concepts through graphically rich animation minus the language and symbols. Students are ushered through the program by an adorable penguin named JiJi, challenging and encouraging them along the way. Once students understand the math concepts visually abstract symbols and language are gradually introduced. This method fosters
deeper conceptual understanding and removes the potential confusion imposed by unnecessary words and symbols, especially for English-language learners. “JiJi has been a great success for us and staff have embraced the program, working hard to keep their classes progressing and raising their expectations for their students,” said Robles. ST Math allows students to work at their own pace and gives every student the opportunity to experience success, while providing real-time reporting for teachers who can immediately adjust their instruction to suit the needs of the students. At Palomino, the school’s instructional coach tracks ST Math data and works with teachers to place students in groups for core instruction time based upon skill level and their area of struggle. For example, students who are struggling with fractions would be in one group while those struggling with integers would be in another. The results at Palomino, says Robles, have been astounding.
Grade-level Growth in State Math Test Proficiency Change for new, fully implemented grades in average percentage of students Proficient or better. 11.4
10.7 11.2
3.8
3.3
1.3
4.8
(28)
3.9
3.6
0.0 (33)
(12)
Las Vegas2 (43)
5.4
6.3
(20)
(87)
Seattle1†
1.1
-1.1 (30)
Colorado Springs2*
(15)
(68)
(31)
Minneapolis2*
(118)
(6)
(23)
Chicago2*
Iowa1*
12.9
(20)
Silicon Valley1* 4.6
(24)
(6)
New York2 7.5 19 1.3 (177) (129)
California1* 5.2
(33)
6.4 -0.7
Angeles2*
11.5
-0.9
8.3 2.5 (123)
1.4 (88)
Orange County2*
(33)
3.4
Arizona2
62,011 ST Math Students 1 one year ST Math use 2 two years ST Math use * p < .05 † Advanced/Commended (n) = number of schools
Copyright © 2015 MIND Research Institute. All rights reserved.
MS-GN-112-150212
ST Math
4.2
4.4
4.2
(15)
(9)
Virginia1†
0.7 (21)
Schools without ST Math had similar baseline scores to schools with ST Math.
No ST Math
4.1
11.9
(22)
(28)
(9)
Dallas1
(53)
(8)
(115)
Houston1†
(26)
Florida1*
A neuroscience and education social benefit organization
mindresearch.org
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888.751.5443 info@mindresearch.org
Images Courtesy of Mind Research Insittute
Los
(88)
(17)
Washington, D.C.2*
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MIND Research Institute
The success at Palomino has brought national attention. In September 2013, Executive Director Alejandra Ceja and Jaqueline Cortez-Wang of the White House Initiative on Educational Excellence for Hispanics visited Palomino seeking to learn from the school’s innovative methods. Public-Private Partnerships Palomino is one of 14 Arizona schools that piloted ST Math thanks to a grant from Cisco. Both Palomino and another school in the pilot program have been honored by the Arizona Department of Education for their focus on innovative education methods, including their use of ST Math. As a social benefit organization, MIND Research Institute’s mission is to ensure that all students are mathematically equipped to solve the world’s most challenging problems. MIND does this through its unique visual learning software ST Math in classrooms, and through hands-on, family-friendly math experiences that extend beyond the classroom. As a social benefit organization, its shareholders are stakeholders: schools, educators, students, parents, donors, employees, corporate and nonprofit partners and the community at large. The dividends MIND pays out are improved math proficiency, increased perseverance and self-confidence, and a love of math and learning. APS Foundation, the philanthropic arm of Arizona Public Service, recently joined MIND’s supporters to improve math skills in Arizona and give all students, regardless of language proficiency or learning challenges, the tools to succeed in math.
a direct effect on their academic performance, which often results in lower proficiency scores and increased risk of dropping out of school over their non-ELL peers. MIND Research Institute’s programs helped the predominately Latino and ELL elementary student population in Santa Ana, California, effectively close the achievement gap in math. Of the 28,000 students at 36 elementary schools in Santa Ana, more than 90% are Latino and 60% are ELL students. Over the course of several years using MIND’s ST Math, students increased their math proficiency from 35% to 67% – the state average. MIND continues to expand at scale nationally with the goal of leveling the playing field and helping every child achieve their full potential. MIND’s flagship ST Math program has repeatedly shown to help schools double or triple their growth in math proficiency. Today, more than 800,000 students in 40 states use the program. Beyond the Classroom Buoyed by the success of its classroom programs and driven by its aspiration to reach every student, MIND Research Institute has launched a MathMINDs movement to shift the cultural perception of math from being scary and frustrating to exciting and essential. To do this, MathMINDs engages the community and students in hands-on mathematical experiences outside of the classroom. Through events including Family Math Night, Math Fair and Game-a-thon, MathMINDs empowers students to become future innovators who will solve the world’s most challenging problems.
Leveling the Playing Field Research shows that early math skills are the number one predictor of later academic success, including high school graduation rates and college matriculation. Early math skills outweigh early reading skills and attention in predicting later success (Duncan, et al. 2007). MIND’s ST Math program is particularly effective for English language learners. According to a study done by the University of Chicago in 2012, English-language lerner (ELL) students face the challenge of learning a new language while also attempting to master curriculum content. This has
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“Kids love it. They cannot wait to get into the computer labs, before school even, to start working with JiJi.”
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Hispanics Enrolled At Maricopa Community Colleges Accounted For One-Fourth Of All Students In Fall 2014 Hispanics Enrolled At Maricopa Community Colleges Accounted For One-Fourth Of All Students Enrolled In Fall 2014
MCCCD STUDENT PROFILE FALL MCCCD Student Profile Fall 2014*2014* - Ethnicity - ETHNICITY 3%
5% 8%
10%
Total Enrollment 128,212
48%
26%
Native American
Asian/PI
Black
Other
Hispanic
White
*Sum Of Colleges *Sum Of Colleges Source:Community Maricopa Community Colleges, As by Presented by Hidalgo EdmundoofHidalgo of March CPLC on Source: Maricopa Colleges, As Presented Edmundo CPLC on 5, March 2015.5, 2015.
More Than Half Of Hispanics Enrolled At Maricopa Community Colleges Were Women In FY 2013-2014 Latino Demographics at MCCCD for FY 2013-2014
More Than Half Of Hispanics Enrolled At Maricopa Community Colleges Were Women In FY 2013-2014
LATINO DEMOGRAPHICS AT MCCCD FOR FY 2013-2014
1% 24%
42% 57%
76% Female Latino Male Latino Unspecified
Latino Students Non-Latino Students Source: Maricopa Community Colleges, As Presented by Edmundo Hidalgo of CPLC on March 5, 2015.
Source: Maricopa Community Colleges, As Presented by Edmundo Hidalgo of CPLC on March 5, 2015.
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From FY2010-11 To FY2013-14 Hispanic Student Enrollment at Maricopa Community Colleges Increased By 4.6% From FY2010-11 To FY2013-14 Hispanic Student Enrollment at Maricopa Community Colleges Increased By 4.6%
Hispanic Student EnrollmentFOR For FY2010-11 Through FY2013-14 and Fall 2014* AND FALL 2014* MCCCD HISPANICMCCCD STUDENT ENROLLMENT FY2010-11 THROUGH FY2013-14
46,409
45,617
44,777
44,376
34,739
FY2010-11
FY2011-12
FY2012-13
FY2013-14
Fall 2014
*Unduplicated totals, each student is student countedisonly onceonly per once year within MCCCD. *Unduplicated totals, each counted per year within MCCCD. Source: MCCCD Of Office Institutional Effectiveness, June 2015June 2015 Source: Office MCCCD Of Institutional Effectiveness,
Over The Past Four Years, Hispanic Students Transferring From MCCCD Increased More Than 26% MCCCD STUDENTS TRANSFERRING TO AN ARIZONA PUBLIC UNIVERSITY WITH 12 OR MORE CREDITS FROM MCCCD
Over The Past Four Years, Hispanic Students Transferring From MCCCD Increased More Than 26% MCCCD Students Transferring to an Arizona Public University with 12 or More Credits from MCCCD
1,266
FY2010-11
1,598
1,373
1,309
FY2011-12
Hispanics
7,411
7,089
6,935
6,765
FY2012-13
All Students
Source: Office MCCCD Of Institutional Effectiveness, Source: MCCCD Of Office Institutional Effectiveness, June 2015June 2015
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In FY2013-14 Awards Conferred To Hispanics Accounted For 23% Of Total In Maricopa Community Colleges In FY2013-14 Awards Conferred To Hispanics Accounted For 23% Of Total Awards Conferred In Maricopa Community Colleges MCCCD Degrees and Certificates Conferred to Hispanics Students and All Students
MCCCD DEGREES AND CERTIFICATES CONFERRED TO HISPANICS STUDENTS AND ALL STUDENTS FY2013-14
26,860
6,141
FY2012-13
24,449
5,320
FY2011-12
23,947
4,911
FY2010-11
21,396
4,397 All Students
Hispanic
Source: MCCCD Office Of Institutional Effectiveness, June 2015
Arizona State University Had The Highest Latino Student
Arizona State University Had The Highest Latino Enrollment For State Universities For Fall 2013 Student Enrollment For State Universities For Fall 2013
Source: MCCCD Office Of Institutional Effectiveness, June 2015
Latino Student Undergraduate Enrollment in AZ State Universities and MCCCD* - Fall 2013
LATINO STUDENT UNDERGRADUATE ENROLLMENT IN AZ STATE UNIVERSITIES AND MCCCD* - FALL 2013 33,164
MCCCD
7,714
UA
NAU
4,256 12,445
ASU
*Reported enrollment for MCCCD is “sum of colleges” because some students attend more than one MCCCD college. Source: For University Enrollment IS IPEDS Data Center Using Provisional Release Data For Fall 2013 & Maricopa Community Colleges, As Presented by Edmundo Hidalgo of CPLC on March 5, 2015. *Reported enrollment for MCCCD is “sum of colleges” because some students attend more than one MCCCD college. Source: For University Enrollment IS IPEDS Data Center Using Provisional Release Data For Fall 2013 & Maricopa Community Colleges, As Presented by Edmundo Hidalgo of CPLC Over 70% Of Latinos Attended MCCD To Either Transfer To A University Or To Enter/Advance In A Job Market on March 5, 2015.
Over 70% Of Latinos Attended MCCCD To Either Transfer To A University Or To Enter/Advance In Job Market Reason for Attending MCCCD Latino Students FY 2013-2014
REASON FOR ATTENDING MCCCD LATINO STUDENTS FY 2013-2014 40%
Transfer to University
32%
Enter/Advance in Job Market
15%
Personal Interest
9%
High School Dual-Enrollment/Concurrent
3%
Meet University Requirement Undeclared
1%
Source: Maricopa Community Colleges, As Presented by Edmundo Hidalgo of CPLC on March 5, 2015.
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Miguel Lopez Miguel Lopez knows what it means to struggle. In his senior year in high school, newly arrived from Mexico, he struggled to learn English and found himself attending North High School some days from 7 a.m. to 9 p.m. to keep up with his studies and graduate on time. At Phoenix College, “I started out not understanding half of what the teachers were saying in class,” said Lopez. Two years later, Miguel graduated as the school’s valedictorian. As a transfer student at Arizona State University, he briefly flirted with quitting the prestigious Barrett Honors College because he worried he couldn’t keep up with his colleagues. He stuck with it and earned a Bachelor’s degree in Accounting. Today, as he begins work on a Master of Accountancy degree at the W.P. Carey School of Business, Miguel knows it will not be easy, but through it all he thinks about the life’s lessons he learned from his father. “He worked very hard, all of his life,” said Lopez, “but he never talked about giving up. He would always get up in the morning with a positive attitude. Even with the recession, he always got up and went out to look for work. He taught me to have that same attitude.”
“My father starting getting sick in my second year (at ASU). He went to a lot of doctors who told him a lot of different things. They said he had diabetes, or heart disease, or maybe it was his liver.” Miguel’s mother was always by his father’s side at the hospital. “Since my dad was admitted into the hospital, my mother was always at the hospital keeping him company. She did not want to leave him alone. Seeing my mother taking care of my father with such devotion touched my heart.” In the end, his father died of heart failure, leaving Miguel to support the entire family. “It was very hard,” said Miguel. “My father was always very encouraging to me. I told him so many times I was worried school wasn’t right for me. He would say, ‘You keep going and do the best you can. If you fail, the worst thing that can happen is you try again.” Miguel still has the encouragement of his mother, who is very proud of her son. As for the year to come? “I know I’ll make it. I’m sure of it.”
A U.S. citizen since 2001, Miguel didn’t come to live in Arizona until 2010, shortly before the passage of the state’s notorious anti-immigrant legislation, Senate Bill 2010. Fearing what SB 1070 could mean for friends and family who were undocumented, Miguel said, “I had second thoughts about living here.” It was at Phoenix College, said Miguel, where he “fell into accounting” and found his calling. “That’s where I first knew I could do anything I set my mind to.”
Photos Courtesy of Miguel Lopez
A recipient of the Arizona Board of Regents’ “All Arizona” scholarship, Miguel enrolled in Arizona State University in 2013 with a full tuition waiver. Thanks to other scholarships, including a $5,000 award in 2014 from the Arizona Hispanic Chamber of Commerce Foundation, he completed his undergraduate degree debt free. He’s also had paid internships with the Hispanic Chamber and with KPMG, one of the world’s most successful accounting firms, where he’s already been promised a job upon graduation. He recently returned from a paid internship with KPMG in Kuala Lumpur. Despite his scholastic success, Miguel’s final year at ASU was marked by tragedy.
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In Phoenix, A Higher Percentage Of Hispanic Students Over 3 Years Old Are Enrolled In Kindergarten, Elementary School, And High School
In Phoenix, Hispanics Have A Higher Percentage Of Students Over 3 Years Old Enrolled In Kindergarten, Elementary School, And High School
POPULATION 3 YEARS ANDand OVER SCHOOL : PHOENIX Population 3 years overENROLLED enrolled in IN school : Phoenix 51.10% 44.60%
22.10%
24.90%
23.10% 14.40%
4.20%
3.20%
6.00%
Nursery school, preschool
6.40%
Kindergarten
Elementary school (grades 1-8)
White 2013
High school (grades 912)
Hispanic 2013
Source: U.S. Census Bureau, 2013 American Community Survey Source: U.S. Census Bureau, 2013 American Community Survey
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College or graduate school
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In Phoenix, Thirty Of Hispanics Had Earned Some College Credit To A Graduate Degree In Phoenix, Thirty Of Hispanics Had Earned Some College Credit To A Graduate Degree
POPULATION 25 YEARS AND OVER Population 25 years and over : Phoenix PHOENIX
42.10%
27.80%
31.10%
24.10%
21.30%
16.50%
18.40% 9.90% 6.30% 2.50%
Less than high school diploma
High school graduate (includes equivalency)
Some college or associate's degree
White 2013
Bachelor's degree
Hispanic 2013
Source: U.S. Census Bureau, 2013 American Community Survey Source: U.S. Census Bureau, 2013 American Community Survey
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In Tucson, A Higher Percentage Of Hispanic Students Over 3 Years Old Are Enrolled In Kindergarten, Elementary School And High School But Only Half That Of Whites At College Level In Tucson, Hispanics Have A Higher Percentage Of Students Over 3 Years Old Enrolled In Kindergarten, Elementary School, And High School But Only Half That Of Whites At College Level
POPULATION 3 YEARS AND OVER ENROLLED IN SCHOOL Population 3 years and over enrolled in school: Tucson TUCSON 45.40%
41.80%
32.50% 23.60%
22.60%
18.30%
3.50%
3.20%
5.10%
3.80%
Nursery school, preschool
Kindergarten
Elementary school (grades 1-8)
White 2013
High school (grades 912)
College or graduate school
Hispanic 2013
Source: U.S. Census Bureau, 2013 American Community Survey
Source: U.S. Census Bureau, 2013 American Community Survey
In 2013, Nearly 70% Of The Hispanic Population In Phoenix Over 25 Earned At Least A High School Degree Compared To 88% Of Whites In 2013, Forty-Two Percent Of The Hispanic Population Tucson Over 25 Earned POPULATION 25In YEARS AND OVERA High School Degree Or Higher
Population 25 years and over : Tucson TUCSON 36.10% 31.30%
30.10%
27.80% 23.10% 16.70%
12.70%
11.50% 7.50% 3.30%
Less than high school diploma
High school graduate (includes equivalency)
Some college or associate's degree
White 2013
Bachelor's degree
Hispanic 2013
Source: U.S. Census Bureau, 2013 American Community Survey
Source: U.S. Census Bureau, 2013 American Community Survey
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In The Tucson Unified School District (TUSD), Mexican-American Students Accounted Over 60% Of Total Students For The 2014-15 School Year
In The Tucson Unified School District (TUSD), Mexican-American Students Accounted For Over In The Tucson Unified School District (TUSD), Mexican-American Students Accounted Over 60% Of Total Students For The 2014-15 60% Of Total StudentsSchool ForYearThe 2014-15 56.2 School Year 52.2
63.6
44.2
42.5 42.5
34.4
44.2
56.2
52.2
29
34.4
6.7
2.5 4 4
2.5 1999-2000
6.7
Mexican American Mexican American
2.8 4.5
2004-2005
African American African American
21.2
7.6
7.6 2.8 4.5 2009-2010
6.7 2.7 4.1 2004-2005
1999-2000
21.2
29
6.7
2.7 4.1
63.6
4 2.1 3.7 4 2.1 3.7
2009-2010
European American European American
Native American
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Asian American
Asian American
Source: As Presented By The Arizona Hispanic Community Forum On June 4, 2015, Titled Ethics Studies In Arizona: Culturally Relevant Education.
Titled Ethics Studies In Arizona: Culturally Relevant Education.
5.5
2014-2015
Native American
Source: As Presented By The Arizona Hispanic Community Forum On June 4, 2015, Source: As Presented By The Culturally Arizona Hispanic Community Forum On June 4, 2015, Titled Ethics Studies In Arizona: Relevant Education.
5.5
Multiracial
Multiracial
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In 1818, Thomas Jefferson observed that the objects of education are “To give to every citizen the information he needs for the transaction of his own business; To enable him to calculate for himself, and to express and preserve his ideas, his contracts and accounts, in writing; To improve by reading, his morals and faculties; To understand his duties to his neighbors and country, and to discharge with competence the functions confided to him by either; To know his rights . . . . And, in general, to observe with intelligence and faithfulness all the social relations under which he shall be placed.”10
EXCERPT FROM
Designing The New American University, 2015—p54-64 A College Degree and Access to the Middle Class
an outcome of education and especially college: “The earn-
“A social chasm is opening up between those in educated
ings gap between college and high school graduates has
society and those in noneducated society,” writes David
more than doubled in the United States over the past three
Brooks.
decades.”119
117
At stake is access to the middle class—or bet-
ter, according to Carnevale and colleagues: “While it is true that the middle class is declining, a more accurate por-
However one parses the estimates of earnings differentials
trayal of the American class dynamic would be to say that
for the educated, the gist is unequivocal. The Department
the middle class is dispersing into two opposing streams
of Treasury reports that median weekly earnings for bac-
of upwardly mobile college-haves and downwardly mobile
calaureate degree holders in 2011 were 64 percent higher
college-have-nots.” Higher education represents our best
than for high school graduates: “Recent evidence suggests
hope for the advancement of both individuals and the col-
that the earnings differential observed today is higher than
lective. And indeed, the consequences of stagnation and
it has ever been since 1915, which is also the earliest year
decline in educational attainment are considerable, both
for which there are estimates of the college wage gap.”
for the individual and society. As the Carnevale report puts
The report gives evidence of the rate of growth of the earn-
it: “The implications of this shift represent a sea change
ings gap, or “skill premium”: “In 1980, a college graduate
in American society. Essentially, postsecondary education
earned 50 percent more than a high school graduate; by
or training has become the threshold requirement for ac-
2008, college graduates earned nearly twice as much as
cess to middle-class status and earnings in good times or in
those with only a high school diploma.” Differentials for
bad. It is no longer the preferred pathway to middle-class
those with advanced and professional degrees increase
jobs—it is, increasingly, the only pathway.”
David Autor
correspondingly, with recipients of master’s degrees in
points out that roughly two-thirds of the growth in the wage
2011 earning almost double and those with professional
premium in the United States between 1980 and 2005 is
degrees more than two and a half times what high school
118
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Excerpt from Designing The New American University, 2015, p54-64 graduates earn (figure 10).120 More than a decade ago,
the comparable rate for those who had only a high school
the U.S. Census Bureau estimated that baccalaureate de-
diploma was 7.6 percent (figure 11).123 “The unemploy-
gree holders earn $1.2 million more over the projected
ment rate for individuals with at least a bachelor’s degree
course of their working lives than high school graduates.
has consistently been about half the unemployment rate for
For recipients of doctoral degrees, the estimate is $3.4
high school graduates,” according to the College Board
million, and for those with professional degrees, $4.4 mil-
(figure 12).124
lion.121 “Moreover,” the Treasury report elaborates, “the earnings differential underestimates the economic benefits
Although the array of correlates of educational attainment
of higher education since college-educated workers are less
begins with its intrinsic value to the individual, the list of
likely to be unemployed and more likely to have jobs that
collateral returns to society is impressive. Well-informed
provide additional nonwage compensation (e.g., paid va-
citizens advance the democratic process and enrich their
cation, employer-provided health insurance).”
And even
communities and states. A more educated workforce gen-
during the current “jobless recovery,” educational attain-
erates greater tax revenues and influences quality-of-place
ment correlates with higher rates of employment. According
decision making.125 According to economist Enrico Moretti,
to the Bureau of Labor Statistics, in September 2013, the
an increase in the percentage of college-educated workers
unemployment rate for those aged 25 and older who held
in a local workforce raises the predicted wages of the entire
baccalaureate degrees or higher was 3.7 percent, while
workforce, even those who do not have a college degree.
122
Taxes Paid Professional Degree (2%)
$36,200
$8,600
Some College, No Degree (17%)
$40,400
$29,000
$6,400
$0
$44,800
$32,900
$7,500
Less than a High School Diploma (7%) $4,100
$56,500
$45,100
$11,400
Associate Degree (11%)
$70,000
$55,200
$14,800
Bachelor's Degree (25%)
$91,000
$70,700
$20,300
Master's Degree (10%)
$102,200
$78,800
$23,400
Doctoral Degree (2%)
High School Diploma (27%)
After-Tax Earnings
$21,000
$20,000
$35,400
$25,100
$40,000
$60,000
$80,000
$100,000
$120,000
MEDIAN EARNINGS Figure 10. Median earnings and tax payments of full-time year-round workers ages 25 and older, by education level, 2011. Source: College Board, Education Pays, 2013, figure 1.1. The original caption clarifies that the dark segment in each bar represents estimated average federal, state, and local taxes paid at respective income levels. The figures specified parenthetically represent the percentage of full-time workers at each level of educational attainment. Adapted with permission of the authors.
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SECTION II
Unemployment EDUCATION CHAPTER 8 Rate by Educational Attainment
Excerpt from Designing The New American University, 2015, p54-64 18 16 14 12 10 8 6 4 2 0 Jan-10
May-10
Sep-10
Jan-11
May-11
Sep-11
Jan-12
May-12
Sep-12
Jan-13
May-13
Sep-13
Jan-14
May-14
Sep-14
Jan-15
Employment is more stable for people with a Bachelor’s degree or higher education Rates Among no I ndividuals 25 and Older by Education evel, Less than a high school diploma Unemployment High school graduates, college Ages Some college or associate Ldegree 1992-‐2012, Selected Years
Bachelor's degree and higher
Source: Unemployment Rate by Educational Attainment, April 2015. Bureau of Labor Statistics
Source: Unemployment R ate by Educational Attainment, April 2015. B ureau of Labor Statistics 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0%
1992
1997
Less than a High School Diploma
2002
High School Diploma
2007
2010
Some College, No Degree
Associate Degree
2012
Bachelor's Degree or Higher
Figure 12. Unemployment rates among individuals ages 25 and older, by education level, 1992–2012. Source: College Board, Education Pays, 2013: Figure 2.1. Adapted with permission of the authors.
Source: College B oard, Education Pays, 2013
The rise in wages is greater for those with less education,
are more than twice as likely to do voluntary work. They
meaning that high school graduates or even dropouts bene-
are much more likely to give blood.”127
fit more from the spillover related to a highly educated workforce than college graduates.126 In addition to increased
Nearly two-thirds of the jobs coming online during the next
opportunities for more meaningful employment, higher edu-
decade will require at least some college education, ac-
cation influences lifestyle choices that correlate with better
cording to Carnevale and colleagues, and one-third will
health and greater civic participation. David Brooks offers
require a bachelor’s degree.128 More and more knowledge
the following succinct compendium of the behavioral differ-
inputs are increasingly required to perform almost any job
ences and social norms between the two strata: “Divorce
in the ever more complex global knowledge economy, and
rates for college grads are plummeting, but . . . the divorce
American research universities are the principal source of
rate for high school grads is now twice as high as that of
the advanced education that produces a skilled workforce.
college grads . . . . High school grads are twice as likely to
The economic success of individuals that is an outcome of
smoke as college grads. They are much less likely to exer-
educational attainment contributes to broad prosperity; in
cise. College grads are nearly twice as likely to vote. They
fact, it is the main driver. Without it, coming generations in
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Excerpt from Designing The New American University, 2015, p54-64 the United States and nations of Western Europe face a re-
research universities constructed on the foundations of pri-
duction in quality of life, something unheard of in the past.
vate fortunes in the late nineteenth century.130 For liberal
As a nation, we are at a critical juncture, as expressed
arts colleges and major research universities alike, these
in the following formulation from a report of the National
institutions constitute a prototype that to a remarkable ex-
Academies:
tent remains impervious to change, aloof from social needs, and, ironically, inaccessible to the majority of Americans
Without a renewed effort to bolster the foundations of
with the talent and ability to learn and compete at this
our competitiveness, we can expect to lose our privi-
level. Rather than extrapolate from or replicate historical
leged position . . . . We owe our current prosperity,
models representative of the gold standard, Arizona State
security, and good health to the investments of past
University has sought to reconstitute itself as the founda-
generations, and we are obliged to renew those com-
tional prototype for the New American University model—
mitments in education, research, and innovation poli-
an institution predicated on accessibility to an academic
cies to ensure that the American people continue to
platform underpinned by discovery and knowledge produc-
benefit from the remarkable opportunities provided by
tion, inclusiveness to a broad demographic representative
the rapid development of the global economy and its
of the socioeconomic diversity of the region and nation,
not inconsiderable underpinning in science and tech-
and, through its breadth of functionality, maximization of
nology.
societal impact.131
129
The effort to spur the competitiveness of our nation depends
The institutional vision statement sets out the basic tenets of
on a highly educated citizenry, which assumes accessibility
the reconceptualization, which are at once egalitarian in
for sufficient numbers to the sort of education provided by
terms of accessibility yet express competitive intent regard-
research-grade institutions. Public disinvestment in higher
ing the intensity of discovery and knowledge production
education is only part of the problem. The dilemma must
leading to outcomes commensurate to the needs of society:
in part be construed as a consequence of inherent limita-
“To establish ASU as the model for a New American Uni-
tions in the effectiveness of these institutions, and especially
versity, measured not by those whom we exclude, but rather
their lack of scalability. It is incumbent on public research
by those whom we include and how they succeed; pursu-
universities, which serve socioeconomically disadvantaged
ing research and discovery that benefits the public good;
and historically underrepresented students in greater num-
assuming major responsibility for the economic, social, and
bers but also advance the economic competitiveness of our
cultural vitality and health and well-being of the communi-
nation through their platforms of integrated teaching and
ty.” ASU seeks to provide broad accessibility to a milieu of
research, to scale their enterprises to promote accessibil-
world-class research and scholarship to a diverse and het-
ity to milieus of discovery and knowledge production to
erogeneous student body that includes a significant propor-
a demographic representative of the socioeconomic and
tion of students from socioeconomically differentiated and
intellectual diversity of our nation.
historically underrepresented backgrounds, including firstgeneration college applicants. While America’s leading
A Design Process for a New American University
universities, both public and private, have become increas-
Most colleges and universities in the United States define
ingly exclusive, the approach adopted by ASU has been
themselves in relation to the set of elite institutions that com-
to expand the capacity of the institution to meet enrollment
prise the putative gold standard in American higher edu-
demand to provide unmatched educational opportunities to
cation, which we delineated at the outset of this chapter:
the many gifted and creative students who do not conform
the Ivies, the great land-grant universities, and the major
to a standard academic profile, as well as to offer access
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Excerpt from Designing The New American University, 2015, p54-64 to students who demonstrate every potential to succeed but
The charter statement for the reconceptualized institution
lack the financial means to pursue a four-year undergradu-
reads as follows:
ate education at a research university. The model connects academically qualified students from a broad demographic swathe to an academic platform of unrivaled knowledge
Arizona State University is a comprehensive public research university, measured not by whom it excludes, but by whom it includes and how they succeed; advancing research and discovery of public value; and assuming fundamental responsibility for the economic, social, cultural, and overall health of the communities it serves.
production commensurate with the scale of enrollment demand. No less essential are the institution’s mission and goals, which reflect the intent of the nation’s youngest major research institution and one of the largest universities governed by a single administration to redefine its terms of engagement. The university’s four major objectives are to demonstrate leadership in academic excellence and accessibility; to establish national standing in academic quality and impact of colleges and schools in every field; to establish ASU as a global center for interdisciplinary research, discovery, and development by 2020; and to enhance local impact and social embeddedness. The objectives specified correspond to the outputs of the most highly selective public universities and must be evaluated within the context of their accomplishment by a large public university com-
The formulation expresses the commitment of the academic
mitted to drawing from the broader talent pool of socioeconomic diversity.
community to serve the state and nation as a prototype for
These overarching institutional goals are advanced by a
that provides accessibility to an academic platform un-
set of eight interrelated “design aspirations,” which may
derpinned by discovery and a pedagogical foundation of
be understood to represent ideals for institutional culture
knowledge production to a student body representative of
a New American University—a model for an institution
as well as strategic approaches to the accomplishment of
the socioeconomic and intellectual diversity of our society;
goals and objectives. More general guidelines than pre-
a research enterprise committed to discovery, creativity,
cepts, these formulations may appear merely rhetorical but
and innovation commensurate with the scale, pace, and
were intended to inspire creativity, spark innovation, and
complexity of the challenges that confront society; public
foster institutional individuation. The design aspirations
service to advance the common good, including the quality
have been variously formulated and in one iteration call for
of life and standard of living of the diverse communities of
the university to respond to its cultural, socioeconomic, and
the metropolitan region and state, as well as nationally and
physical setting; become a force for societal transformation;
internationally; and collaborative engagement construed
pursue a culture of academic enterprise and knowledge en-
globally to spur innovation across academia, business and
trepreneurship; conduct use-inspired research; focus on the
industry, and government. The university seeks the success
individual in a milieu of intellectual and cultural diversity; transcend disciplinary limitations in pursuit of intellectual
of each student regardless of socioeconomic background
fusion (transdisciplinarity); embed the university socially,
and assumes responsibility for contributing to and being
thereby advancing social enterprise development through
held accountable for the economic, social, and cultural
direct engagement; and advance global engagement.
health and well-being of the community….
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Latino Student Success
the largest, fastest-growing population group in the “ As state and nation, Latino children and students are our
future. We must put a stake in the ground to ensure that we are addressing the changing face of education. Itʼs time to take bold and decisive action.
”
— Paul J. Luna
Understanding the demographic, economic, and social impact of Latinos in Arizona illuminates how the choice between prosperity and peril is before us. Arizonaʼs economic future is best solidified by closing the Latino postsecondary completion gap and preparing the largest proportion of our population to be competitive in a global economy. Total population
White population
Hispanic or Latino population
A S S O C I AT E ’ S D E G R E E & H I G H E R *
President and CEO, Helios Education Foundation
35% 37 %
16%
Visit: Helios.org/LSS to learn more about Latino Student Success and view a presentation by Dr. Michael Crow entitled, “Arizonaʼs Economic Imperative: Leading the Nation in Latino Student Success”
Helios.org
* Data from the US Census Bureau, using the 2011-2013 American Community Survey 3-year estimate data (http://www.census.gov/acs/
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A Model for Innovation, Excellence and Accessibility ASU Preparatory Academy ASU Preparatory Academy (ASU Prep) is an innovative, open-enrollment, K-12 charter school serving more than 2,000 students in two principal locations: East Valley on the ASU Polytechnic campus and downtown Phoenix. Each location provides an elementary, middle and high school experience for students. ASU Preparatory schools are publicly funded, free to attend, and accept all students, space permitting. ASU Prep’s mission is to empower every student to complete college, excel in a global society and contribute to their communities. In partnership with Arizona State University, ASU Prep prepares Arizona students for success with personalized attention in a university-embedded academic program that allows students to advance as they are ready to complete more rigorous subject matter, including university courses for credit while still in high school. ASU Prep students in downtown Phoenix and the Polytechnic campus receive the same curriculum, are held to the same expectations and have achieved incredible results in recordsetting time, proving students from all socioeconomic backgrounds can achieve. Students are taught civic responsibility and work on projects that address societal issues across all grades. ASU Prep high school graduation requirements meet or exceed university entrance requirements. In May 2015, ASU Prep graduated its inaugural class of seniors realizing a 98 percent four-year graduation rate, a 76 percent fouryear university acceptance rate, with students earning more than $2 million in scholarships. One-hundred (100) percent of ASU Prep graduates are presently enrolled in a post-secondary opportunity. ASU Preparatory Academy – Phoenix The downtown location opened in 2009 and presently serves 1,200 students in grades Pre-K through 12. The student population is non-white majority, mostly Latino; and made up of 10 percent special needs and 76 percent low-income as defined by federal free and reduced lunch standards. Prior to the 2009-2010 school year, this site was an underperforming middle school that was ultimately closed and offered to external providers that were interested in “turning around” the school. Arizona State University (ASU) accepted the challenge to open a charter school that would not only serve these middle school students but expand the program to serve all elementary grades initially, and added pre-school and high school grades in 2011. In just four years, the students at ASU Prep Phoenix increased their reading and math performance by an average of 24 percent and continue to excel and improve upon prior achievement levels, closing the achievement gap and surpassing state gains.
augment teaching and learning. Besides ASU’s faculty and research, the ASU Prep-Phoenix school community also enjoys strong connections with the Phoenix Children’s Museum, the Phoenix Symphony, and the Arizona Science Center, to name a few. Students benefit from these types of partnerships by working on projects that connect their school learning to improving community experiences and outcomes, whether it is supporting the homeless or sitting on a community board to provide input on city improvement projects. ASU Preparatory Academy – Polytechnic The Polytechnic campus opened in 2008, 2 miles north of ASU’s Polytechnic campus. Presently it serves 900 students in grades Pre-K through 12 and physically resides on ASU’s Polytechnic campus, fully integrated with the university community. The student population is a white majority, although increasingly diversifying, and is comprised of 13 percent special needs students. ASU Prep Polytechnic has consistently surpassed average state achievement levels by 20 percent in reading and 28 percent in math. ASU Prep Polytechnic high school is among the top performing high schools in the state as measured by the Arizona Department of Education and has been recognized as a top high school by the Phoenix Business Journal and the Arizona Charter Schools Association. Students at this campus are integrated with the college environment, taking courses in college labs and classrooms and using the university student union and recreational facilities. Several students work hand-and-glove with university faculty on applied projects, which not only helps accelerate coursetaking in math, science and English/language arts, but also helps establish a strong STEM pipeline of future graduates and ultimately science, technology, engineering and mathematics professionals. Arizona State University measures its success not by those it excludes, but by those it includes, and how they succeed. ASU Prep is an example of ASU’s commitment to access, aligning a student’s educational experience from the point they enter through college completion. By demonstrating that students from all socioeconomic backgrounds can succeed at the highest level, and sharing college preparatory-going strategies that result in increased levels of college attainment, these efforts will resonate and impact public education not just locally, but statewide and nationally.
Additionally, this campus is located in the urban core of Phoenix, which is also home to several community resourcasuprep.asu.edu/ es that provide students and faculty with rich resources to At ASU Preparatory Academy, an innovative K-12 charter school, our mission is to empower every student to complete college, excel in a global society and contribute to their communities.
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A Model for Innovation, Excellence and Accessibility ASU Preparatory Academy
At ASU Preparatory Academy, an innovative K-12 charter school, our mission is to empower every student to complete college, excel in a global society and contribute to their communities. Class of 2015 at-a-glance: First graduating class at ASU Prep.
100%
98% 98% four-year graduation rate
76%
100% admitted to post-secondary study/ military service
76% admitted into a four-year university
72% of students accepted to ASU (15% of students accepted to ASU were accepted to Barrett, The Honors College)
ASU Prep Academy Phoenix Performance 2010–14 improved achievement levels across all grades
72%
23%
24%
in Reading
in Math
3.7% overall average growth in state
3.6% overall average growth in state
Two Locations – Downtown Phoenix Mesa (Polytechnic)
Nearly 2,000 students enrolled Downtown Phoenix campus (76% Free-and-Reduced Lunch)
• Phoenix Elementary (K-5) • Phoenix Middle School (6-8)
ASU Prep Academy Polytechnic Performance 2010–14
20% in Reading
ASU Prep maintains a rigorous curriculum focused on: • Internationally acclaimed Cambridge Curriculum • Personalized student instruction • Critical thinking and project-based learning • Annual “Capstone” thesis-venture projects
28% in Math
Polytechnic campus • Polytechnic Elementary (K-6) • Polytechnic STEM Academy (7-8) • Polytechnic High School (9-12)
ASU Prep Class of 2015 students earned more than $2 million in scholarships.
Accolades • ASU Prep Polytechnic High School was named one of the top 3 charter schools – Phoenix Business Journal (2015)
• Opportunities to take ASU courses for college credit
• Top Charter Program Based on Academic Achievement – National Charter School Association
• Technology integration
• National Football League Super Bowl Legacy School – Phoenix
• STEM Academy, including FIRST Robotics, Honeywell, NASA and Siemens partnerships.
• “Investing in Innovation” (i3) grant recipient - $3 million over 5 years – U.S. Department of Education
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Images Courtesy of ASU
outpaces the state on average across all grades by
• Phoenix High School (9-12)
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Hispanic Education Insights ABOUT OYE!
of 500 general market conversations were analyzed as well to provide comparisons between ethnicity. All data was pulled between June 15th –and July 15th of 2015.
OYE! is a tool designed to bring a deeper understanding of the Hispanic consumer to brands through analysis of social conversation. OYE! not only identifies U.S. Hispanic conversation, but also analyzes the discussion based in Spanish, English or Spanglish. OYE! then derives meaning from that conversation to deliver insights on overall Hispanic use of social media as well as insights into Hispanic demographics and psychographics.
SUMMARY
Latinos express themselves primarily in English (95% of education posts) but it is not hard to see their Latino heritage through their ability to switch back and forth between English and Spanish showing off their Hispanic roots. The most popular topic found on this report was Graduation, likely due to the time span in which the data was analyzed. The topics of Major selection as well as Studying were the next most discussed.
DATA GATHERED
OYE! is a social data analysis tool. Samples of conversation on Twitter, Facebook and Instagram are pulled according to the privacy and security settings on those platforms. The data reviewed is both independently generated user content as well as comments about and replies to brand/ organization content. A large sample size of data is pulled from the full universe of data available to provide statistically relevant samples of the conversation.
Instagram was the tool of choice for Hispanics on social media, with 89% of all mentions coming from this channel. Topics such as Graduation and Studying were quite popular on this forum while choice of Major was a topic most often found on Twitter.
ALL FINDINGS
IDENTIFYING HISPANICS
1. The top 3 universities mentioned by Arizona Hispanics were ASU (38%), UOP (16%) and UA (14%) with over 68% of the total conversation volume.
While the use of the Spanish language in social media is a significant indicator that someone may be Hispanic, it is not the only identifier. Other factors are leveraged to identify Hispanics: name, images, location, following (who they follow as well as who follows them) all contribute to classifying a social profile as Hispanic. OYE! has created a proprietary technology to analyze and weight these factors to determine the likelihood the creator of a given piece of content is Hispanic.
2. The topic of Graduation was the most discussed among Hispanics with 74% of all mentions and drove 59% positive sentiment. Non-Hispanics drew 70% positive sentiment for the same topic. Hispanics were found to be congratulating their family member or friend 78% of the time and expressed how thankful they were themselves to be graduating 17% of the time. Non-Hispanics however congratulated their friends/family 36% of the time and 48% were thankful for their own graduation in their post.
CONFIDENTIALITY
OYE! leverages data that is available publicly either via purchase from 3rd party vendors and/or directly from the social platforms. OYE! does not violate any individual user’s privacy at the time of data collection. All conclusions about any individual’s race, gender, language preferences, etc. is kept secure and is not shared with any 3rd party or client.
3. Of the remaining topics not including Graduation, 47% of all Hispanic conversation in the Southwest pertained to Majors, with Engineering being the most discussed. Engineering mentions owned 54% of all Majors conversation. By contrast, only 28% of the general market conversation mentioned Majors, the largest driver being mentions of a Management degree (55%).
SAMPLE SIZE
This report covers over 3,000 verified Hispanic conversations about the topic of education stemming from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT). A sample
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Hispanic Education Insights 4. Specifically looking at Arizona mentions of ASU, Hispanic conversation about Majors was over 18% of total conversation. This compared to NonHispanics who mentioned Majors 17% of the time. Both were driven by mentions of the Communications degree.
tures showing his pride in attending the Ivy League school. https://instagram.com/p/4fn952ARse/ 10. A popular topic for Hispanics in the Southwest was mentions of transferring from a college to a university. 4% of all conversation (not counting graduation) pertained to Transfers which was nearly identical to general market mentions for the same topic. The top school for Hispanic transfer discussion was ASU (56%) while NAU was the most mentioned in the general market sample with over 90%.
5. Hispanic education conversations in the Southwest region were mostly found to be in English, dominating 95% of the total conversation. It was interesting to note that 4% of all mentions were Bilingual, meaning there was at least 1 word found in both Spanish and English in each post. The remaining 1% of education mentions were in Spanish. Arizona specifically had 93% conversation in English, 4% Bilingual and 2% in Spanish.
11. The majority of Southwest Hispanic conversation came from Instagram with 89% of total volume from this channel. Driving mentions were Graduation pictures (82% of Instagram). Twitter was the second leading channel with 8% of all mentions, led by discussion of Majors (24%). Finally, 3% of volume were Facebook postings driven by sharing Articles (24%) related to universities.
6. The top schools that drove Anticipation, or excitement for attending a certain school, among the Arizona Hispanic community were ASU with 52%, UA with 24% and 14% for UOP. Non-Hispanic mentions of top schools that drove Anticipation mentions were UA and NAU with 31% each, UOP with 23%, and 15% for ASU. Example posts: https://twitter.com/RodrickkJAbeyta/statuses/610921040835772416 https://twitter.com/B_raddeBorde/statuses/617157999912722432
12. Bilingual mentions in the Southwest were mostly powered by Graduations, with that topic driving 89% of all Spanglish posts. These mentions most often contained an English statement, followed by numerous hashtags of which several were written in Spanish such as: #graduacion or #orgullo. Example: https://instagram.com/p/463F2Nho_N/
7. Overall, Hispanic conversation in the Southwest had very little negative sentiment (3%), compared to 12% for Non-Hispanics. Specific to Arizona, ASU had 30% positive conversation with mentions of school experiences like joining Greek life and anticipation to attend the school. UOP drove the highest Hispanic negative sentiment with 47% and ASU delivered 11% negative sentiment, both mostly influenced by mentions of negatives stereotypes the schools are associated with respectively. With Non-Hispanics, a similar trend occurred with UOP generating 47% negative mentions, and 7% negative for ASU.
13. For Hispanics in the Southwest, out of the top 10 posts with over 300 Likes, 9 of them pertained to Graduation. Only one discussed another topic, which was Studying. Graduation: https://instagram.com/ p/4CYCKIvGR0/ Studying: https://instagram.com/p/3-gvCdytVH/ 14. Student Loans made up just 2% of the total Southwest Hispanic conversation (not counting Graduation), 15% of that being positive sentiment influenced by mentions by users of paying off their loans. Non-Hispanics mentioned Student Loans slightly more often with 3% of the total conversation, 13% of that being positive sentiment mentioning current news articles.
8. It was found that 5% of UAâ&#x20AC;&#x2122;s total conversation included mentions of UA creating a center for Mexican Studies in collaboration with The National Autonomous University of Mexico. There were no mentions of this topic from the general market.
15. Hispanics in the Southwest were found to snap photos to show off their study habits. Of these mentions, 5% of the time they were studying for exams. 10% of those mentions were Bilingual with hashtags such as #educatedlatina or #mujerconpoder. https:// instagram.com/p/5KWpH0QHap/
9. Of Arizona conversation, Harvard was the top school mentioned outside of Arizona powered by an individual on Instagram posting multiple pic-
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Arizona State University Was The Highest Mentioned University In Social Media Arizona State University Was The Highest Mentioned University In Social Media By Arizona Hispanics Top 5 Universities Mentioned by Arizona Hispanics By Arizona Hispanics TOP 5 UNIVERSITIES MENTIONED BY ARIZONA HISPANICS 38.1%
Arizona State University
15.7%
University of Phoenix
14.4%
University of Arizona
7.3%
Northern Arizona University
7.1%
Thunderbird
17.3%
Other
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample.
Arizona State University Hispanics Top Conversation Driver Was About Majors At 17%, In Comparison To The General Market Top Conversation Driver Which Was About News Articles at 32%
Arizona State University Hispanics Top Conversation Driver Was About Majors At 17%, In Comparison To The General Market Top Conversation Driver Which Was About News Articles at 32%
Arizona Arizona State University Top 5 State University Drivers Arizona Hispanics Top 5 Drivers - Arizona Hispanics
Arizona State University Arizona State University Top 5 Top Drivers – General 5 Drivers – GeneralMarket Market
17.24%
32% 13.79%
8.28%
17%
8.28%
13%
6.21%
Majors
Transfers
Articles
Experience Scholarships
Articles
Majors
Admissions
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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10%
Jobs
8%
Profiles
Courtesy of
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Engineering Was The Most Discussed Major By Hispanics In The Southwest, While Management Was The Most Discussed Engineering Was The Most Discussed Major By Hispanics In The Southwest, While Management Was The Most Major Discussed By The Market MajorGeneral By The General Market Major Top 5 Drivers Major Top 5Hispanic Drivers – Southwest
Major Top 5 Drivers Major Top 5 Drivers – Southwest General Market – Southwest General Market
– Southwest Hispanics
49.4%
55.1%
18.6% 7.3% Engineering
Biology
5.8%
Business
Accounting
8.8%
4.0% Management
Communications and Media
4.4%
4.4%
3.7%
Law
American Indian Studies
Business
Communications
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
%, Hispanic Education Conversations In The Southwest Region Were Found To Be In English LANGUAGE USED IN THE SOUTHWEST REGION
95
Language Used InBYThe Southwest Hispanics To Discuss Education HISPANICS TO Region DISCUSSBy EDUCATION
3.7%
1.6%
At
Hispanic Education Conversations In The Southwest Region Were Found To Be In English
94.8%
English
Spanglish
%
Spanish
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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Arizona Hispanics Specifically Had 93%IN OfARIZONA EducationBY Related Conversations In English LANGUAGE USED HISPANICS
DISCUSS EDUCATION Language Used InTO Arizona By Hispanics To Discuss Education
Arizona Hispanics Specifically Had
2.2%
4.3%
93
%
Of Education Related Conversations In English
93.5%
English
Spanglish
Spanish
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
Over Half Of Arizona Hispanics University Anticipation Was Driven By Arizona State University, Over Half Of Arizona Hispanics University Anticipation Was Driven By Arizona State University, In In Comparison To The General Market at 15% Comparison To The General Market at 15% Top Schools That DroveANTICIPATION Anticipation InINArizona TOP SCHOOLS THAT DROVE ARIZONA 52.4%
Arizona State University
15.4% 23.8%
University of Arizona
30.8% 14.3%
University of Phoenix
Northern Arizona University
23.1% 4.8% 30.8% Hispanic
General Market
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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Overall, Hispanic Conversation In The Southwest Had Very Little Negative Sentiment (3%), Overall, Hispanic Conversation In The Southwest Had Very Little Negative Sentiment (3%), Compared For Non-Hispanics Compared ToTo12% 12% For Non-Hispanics Sentiment About Higher Education In The Southwest Region
SENTIMENT ABOUT HIGHER EDUCATION IN THE SOUTHWEST REGION
50.7%
46.3%
44.9%
43.6%
11.5% 3.0% Positive
Neutral
Hispanic
Negative
General Market
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
Mentions In The Southwest Were Mostly Powered By Graduation, With That Topic Driving 89% Of All Spanglish Posts Bilingual Mentions in the Regions REGION BILINGUAL MENTIONS IN Southwest THE SOUTHWEST
2.52%
Bilingual Mentions In The Southwest Were Mostly Powered By Graduation, With That Topic Driving
0.84%
7.56%
89
%
89.08%
Of All Spanglish Posts Graduation
Studying
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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10% of Studying Mentions In Social Media In TheIN Southwest Region Were In Spanglish LANGUAGE USED By BYHispanics HISPANICS THE SOUTHWEST Language Used by Hispanics in the Southwest Region Mentioning REGION MENTIONING STUDYING Studying
%
4.7% 10.5%
of Studying Mentions In Social Media By Hispanics In The Southwest Region Were In Spanglish
84.9%
English
Spanglish
Spanish
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
Southwest Region Hispanics Had A 15% Positive Sentiment About Student Loans, In Comparison Southwest Region Hispanics Had A 15% Positive Sentiment About Student Loans, In Comparison To 13% Of To 13% Of The General The General Market Market Student Loans Sentiment in the Southwest Region STUDENT LOANS SENTIMENT IN THE SOUTHWEST REGION 86.7% 76.92%
15.38% 13.3%
7.69% 0%
Neutral
Positive
Hispanic
Negative
General Market
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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Graduation Was The Most Discussed Topic Among Hispanics Graduation Was The Most Discussed Among Hispanics With 74% Of59% All Mentions And Drove 59% Positive Sentiment, While NonWith 74% Of Topic All Mentions And Drove Positive Sentiment, Hispanics Drew 70% Positive Sentiment For The Same Topic While Non-Hispanics Drew 70% Positive Sentiment For The Same Topic Graduation Sentiment GRADUATION SENTIMENT
69.7% 58.8%
39.7% 27.3%
1.5% Positive
Neutral
Hispanic
3.0%
Negative
General Market
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Courtesy of
Hispanics Congratulated Their Friends/Family 78% Of The Time, Non-Hispanics Congratulated Hispanics Congratulated TheirWhile Friends/Family 78% Of The Time, While Non-Hispanics Congratulated TheirTheir Friends/Family 36% Of The Time Friends/Family 36% Of The Time Graduation – Congratulating Their Family Member Of Friend And Thankful For Own Graduation GRADUATION – CONGRATULATING THEIR FAMILY MEMBER OR FRIEND AND THANKFUL FOR OWN GRADUATION 77.8% Congratulations
48.5%
16.9% Thankful
36.4% Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Hispanic
General Market
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MEDIA CHANNELS USED BY HISPANICS IN THE SOUTHWEST REGION
The Majority Of Southwest Hispanic Education Conversations Came From Instagram With 89% Of Total Volume From This Channel
3.1%
8.2%
88.7%
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
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Twitter Courtesy of
Our Vision To make America stronger by empowering Latino entrepreneurs to grow large businesses through entrepreneurship research, education, and
networks. Our ultimate goal is to grow the American economy by doubling the
SLEI Database & Research. SLEI has built the largest database of Latino Owned Businesses (LOBs) in the USA, with close to 1.4 million records and the largest known panel with 2,400 Latino business owners.The research program is a series of studies studying, among other topics, the characteristics of successful Latino entrepreneurs, key dimensions of the Latino entrepreneurial process, and characteristics of the ecosystem unique to Latino entrepreneurs. Our First Annual Survey of LOBs was conducted by Dr. Doug Rivers, a senior fellow at the Hoover Institution and a professor of political science at Stanford University.
SLEI Fellows Program. The Fellowship program is an investment in Latino business owners to improve their ability to scale their business through an immersive 6-week program that provides education, networks, mentorship, and access to capital. 80 Fellows are chosen from a large pool of applicants from the 10 highest LOB density regions around the USA.
Engagement. This nationwide program has been developed to unlock the potential of Latino networks through the creation of an online entrepreneur engagement platform where Latino entrepreneurs, mentors, and capital providers can engage.
1Â 650 666 0079 3430 West Bayshore Road, Suite 104, Palo Alto, CA 94303 latinoei.org slei.us
Remy Arteaga Executive Director, SLEI
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Emerging Business Leaders Initiative The Challenge The intrinsic links between Arizona’s education system and its economic destiny are tied in large part to a major, ongoing cultural and demographic shift driven by the state’s fastgrowing Latino population (slated to reach majority status in the next generation). Today, more than 50 percent of state’s public school students in K-8 and the largest group of the Arizona’s high school graduates are Latino.
In an oft-cited, highly respected study, “Dropped,” the Morrison Institute for Public Policy at ASU concluded the overall economic success of Arizona may depend on the ability of our state’s policy leaders to address the persistent educational achievement gap between Latino and non-Latino students.
Emerging Business Leaders Initiative
AZHCC SCHOLARSHIP RECIPIENTS STUDY ABROAD
COLLEGE SUCCESS ARIZONA SERVICES
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Emerging Business Leaders Initiative A Model Partnership The success of Arizona’s workforce depends on how ready it is to meet the challenges of an economy in which 64 percent of the jobs nationwide by 2020 will require a college degree or career certificate after high school. Fixing this problem requires leadership and participation from all segments of the community and the willingness and capacity to partner in new and innovative ways.
•
Addressing today’s growing, real-world workforce conditions is the inspiration behind the Emerging Business Leaders Initiative (EBLI), a groundbreaking, model partnership between the Arizona Hispanic Chamber of Commerce (AZHCC), Helios Education Foundation (Helios); Arizona Community Foundation (ACF); Arizona Public Service (APS); and College Success Arizona (CSA).
•
•
What makes the partnership unique is its complete, wraparound approach to education, career preparedness and workforce development. • How the EBLI Partnership Works • The Helios Education Foundation has provided a $150,000 financial contribution to fund post-secondary scholarships. • Arizona Public Service provided a $250,000 contribution to fund the Ed and Verma Pastor Scholarship Fund to support students pursuing STEM degrees. • The Arizona Community Foundation, applying its advanced technological platform, manages, invests and administers HEF’s and APS’s generous contributions as part of the existing ACF-AZHCC Foundation Scholarship Fund partnership. • The AZHCC Foundation directs the recruitment and selection of EBLI $5,000 scholarship recipients, and then provides them with internship opportunities at the Arizona Hispanic Chamber of Commerce and with corporate partners and small business members. • College Success Arizona provides a wide range of vital support services to help ensure EBLI Scholars succeed in their pursuit of higher education. Among CSA’s services are orientation and coaching sessions, hands-on training and workshops, financial
aid advice, peer counseling, graduation and academic schedule planning, and networking and connectivity to on-campus resources, all designed to provide EBLI Scholars with a vital support system along the way. According to CSA, “It is paramount that students not only go to college, but succeed once they are there.” EBLI Scholars sign an oath pledging their commitment to complete their education and do what they can to assist others like them in the future. EBLI Scholars will be tracked after graduation and recruited to mentor incoming EBLI scholars as part of its pay-it-forward experience. The AZHCC Foundation partners with the Telemundo Phoenix Hispanic Business Salute in an annual luncheon ceremony recognizing small business leaders and AZHCC business scholarship recipients. In 2014, more than $36,000 in scholarships was presented to deserving students at the Hispanic Business Salute luncheon. The pipeline of high schoolers interested in pursuing higher education is cultivated via the AZHCC’s sponsorship of the Youth Entrepreneurs Academy, known as YEA!, which trains students to create their own small businesses and encourages them to pursue higher education.
EBLI Goals The primary goal of the Emerging Business Leaders Initiative is to improve the quality of the state’s workforce by providing qualified, low-income Latino students with scholarships that make it possible for them to acquire a post-secondary education at an Arizona university or community college. EBLI’s holistic approach helps ensure that participating Latino students achieve their long-term educational and professional goals. The initiative is based on the fact-based philosophy that a student’s success during and after college depends on far more than simple monetary support. Once graduated, EBLI Scholars can benefit from real-world links to professional employment networks, such as those provided by the Arizona Hispanic Chamber of Commerce’s business membership base and exposure to best practices that prepare students for future careers.
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Emerging Business Leaders Initiative Addendums I. EBLI Scholar’s Oath As a recipient of an Arizona Hispanic Chamber of Commerce Emerging Leaders Scholarship, I _________________ _______________ pledge to: • • • •
• •
II. EBLI Internship Academy As part of the Emerging Business Leaders Initiative, the AZHCC Internship Academy serves as a gateway from higher education to professional careers. Our goal is to create successful professionals by exposing students to bestpractices in the business world.
Pursue my career and live my life with honesty and integrity Respect the rights and dignity of all people Balance my personal and professional growth Work in support of prosperous, sustainable and compassionate communities for the benefit of all people Serve as a role model for the next generation of emerging business and community leaders Collaborate with fellow leaders to support the betterment of our society
•
•
•
I make this pledge in the spirit of paying forward the help I have received in pursuit of my professional and personal advancement.
Objectives Provide undergraduate and graduate students with a high-level understanding of and exposure to best practices in a business culture. Prepare students for career choice selection and increase their competitiveness upon entry into the workforce. Develop a new professional talent pool from which corporate partners and members will recruit.
M1 - Shadow M2 - Model M3 - Visit
In month 1, participants will be introduced to business by functional verticals through ‘shadowing’ managers i.e. Director, Member Programs
M4 - Manage M5 - Change M6 - Direct
Upon return from corporate visit, intern will design strategy to implement and ‘manage’ best practice into AZHCC organizational culture
Provides an opportunity to select a specialty area and ‘model’ leadership in one vertical Interns will ‘visit’ with one corporate partner of choice for four to six weeks to learn one effective best practice
Students will benchmark ‘change’ and determine key performance indicators Seasoned interns will train new interns either directly (Jan-Jun) or through directional business tools (Jun-Nov) - PAY IT FORWARD!
Interning at the AZHCC has been one of the most professionally rewarding experiences in my career. At the chamber, I was exposed to many different business functions including business development, finance, event planning, information systems, and marketing. Thanks to my experience at the chamber, I am confident to say that I have a clear idea of the operations required to make a business succeed. The work culture at the chamber is family oriented. Since the moment I became an intern, I was treated not only as a new member of the team but as a new member of the AZHCC family. I encourage young professionals to intern at the AZHCC. — Miguel Lopez, ASU Graduate
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breakthrough resource TheThe breakthrough resource for for entire career journey youryour entire career journey The Phoenix Career Guidance combines The Phoenix Career Guidance System™System™ combines cutting-edge tools withcareer expertcontent career content to cutting-edge tools with expert to you get where want —ait’s like a help youhelp get where you wantyou to be — to it’sbe like personalized GPS for your career. personalized GPS for your career.
Try itattoday at phoenix.edu. Try it today phoenix.edu.
© 2015 University of Phoenix, Inc. All rights reserved | CC-4491 © 2015 University of Phoenix, Inc. All rights reserved | CC-4491
U.S. Hispanics And Asians Will Drive The Largest Growth Notes Of Buying Power For Single Minorities 2013-2018
NOTES
NOTES 1/2 Page horizontal PDF 1/2 Page horizontal PDF
Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017
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PROJECT NUMBER CC-4491 PROJECT NAME El Paso Career Fair Half Page - Ad PROJECT NAME El Paso Career Fair Half Page - Ad CONSUMER NOTES CHAPTER 8 DEMOGRAPHICS TRIM APS Yes No MARCOM n/a TRIM n/a APS Yes No MARCOM LIVE 7.25″w x 4.25″h AUDIENCE National ART DIRECTOR LIVE 7.25″w x 4.25″h AUDIENCE National ART DIRECTOR BLEED n/a Regional PROJECT MGR BLEED n/a Regional PROJECT MGR COLORS 15% K Coated, K COPYWRITER COLORS 15% K Coated, K COPYWRITER PROOFREADER PROOFREADER PRINT PROD PROD Origin, United States, Projected Change in Buying Power, By Race andPRINT Hispanic STUDIO cz STUDIO cz
OUTPUT AT 100%
PROJECT NUMBER Source: Hispanic Market Weekly, Vol. 17, Issue 41, October 21, 2013CC-4491
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Young Entrepreneurs Academy (YEA!) Phoenix Championed by the Arizona Hispanic Chamber of Commerce Foundation, the Young Entrepreneur’s Academy (YEA!) Phoenix ) program is helping to create the next generation of educated, motivated, and successful business owners. The after-school, seven-month program prepares a specially selected cohort of local high school students to plan, pitch and launch real business enterprises. Founded in 2004 at the University of Rochester with support from the Kauffman Foundation, YEA! serves thousands of students nationwide every year. In 2011, the U.S. Chamber of Commerce Foundation became a national sponsor to help celebrate the spirit of enterprise among tomorrow’s future leaders. Nationally, there are over 94 YEA! programs with plans to expand to over 114 sites by 2016.
During the 2014/2015 YEA! Phoenix academic year, 18 students were selected based on an application, essay answers, transcripts, recommendation letters and a personal interview. All 18 students accepted were Latino and 16 of them considered low-income and qualified for scholarships to enroll in YEA!. The students meet on the campus of Phoenix College.
lence in communication as they prepare to pitch their business ideas to a panel of live investors, “Shark Tank” style. During the time they are in preparation for their turn to pitch, they are also introduced to and connected with successful local CEOs and guest speakers who broaden their perspectives and bring the wisdom and experience of real world application into the classroom.
Creating the Next Generation of Leaders The YEA! Program is dedicated to connecting the next generation of entrepreneurs and the business community they will one day lead. The students work through the process of exploring business ideas and solutions to social problems in their community to develop their own business idea. These ideas are then put into reality through the development of a thorough business plan with the assistance of dedicated community business mentors. The student business owners further develop skills of personal presentation and excel-
At the pitch competition, students have only six minutes to present their business information and persuade the panel of judges to grant them their requested seed money. This is done on a stage, in front of a large presentation screen and a full audience of 100 to 150 people. The experience has a lifelong, confidence-building effect on our students.
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Image Courtesy of Young Entrepreneurs Academy
The YEA! Phoenix program is the first and only YEA! program in Arizona. It is managed by Lynda Bishop, MPC, CEC, an experienced business owner, leadership development expert and mentor, who originally launched the YEA! Phoenix program in Arizona in 2012.
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Young Entrepreneurs Academy (YEA!) Phoenix fashion figures with their outfits. In addition, Alexis has a passion for business and has been accepted to ASU to study Business Management in Fall 2015. Partnering for the Future For the past twelve years, across the country, YEA! students have been leading their peer groups in paving the way to success. In a climate of national concern over educational outcomes, 100 percent of YEA! students have graduated from High School on time and ninety-nine percent of academy graduates enroll in college. YEA! students across the nation have been awarded millions of dollars in scholarships as a result of their involvement in YEA! Nationally, forty-nine percent of YEA! students are female and 56% of students are under-represented minorities. In the Phoenix class last year, 68% of students were female and 100% of them were under-represented minorities.
Beyond the Pitch Upon receiving seed money, the students shift gears and prepare for a public tradeshow event where they try their hand at promoting their new business and marketing in the real world. It is at this time that the students also register their businesses with the Secretary of State’s office, open checking accounts and prepare to turn their efforts into profits. Thirteen students graduated and nine businesses were registered with the Secretary of State from the 2014/2015 cohort: Twice As Nice Apparel, Paw Planners, Tech Recon, Success!, Build Your Fit, Sweet Events, Friendz Online, First Impressions and La Lavande Réve. Websites are currently being completed by the students with the assistance of program partner, NewTek – The Small Business Authority. Graduation is an exciting event to cap out the year, but it doesn’t end there. Each student moves out of our program with a registered, funded, profitable business and an impressive and growing business community network. The experience the students have and create in this program serves as a strong influence on college entrance and scholarship applications to keep them moving toward a bigger, brighter, bolder future. The top business created by the 2014/2015 cohort, Twice As Nice Apparel, was selected by the panel of investors which included Google, Sam’s Club and InfusionSoft. Alexis Loaiza is the CEO of Twice As Nice Apparel, which creates custom, reversible fashionable clothing for young women, 15 -25. Loaiza is passionate about creating unique and affordable clothing for young women who do not want to sacrifice style while on a budget. As a senior, she attends the Fashion Design Program of Metro Tech High School. She enjoys sewing and altering clothing as well as drawing
For more information, contact Lynda Bishop at lynda@yeaphx.org or 623-215-6587.
www.yeaphx.org www.yeausa.org Facebook/YEAPHX
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Photo Courtesy of Young Entrepreneurs Academy
With this kind of success at hand, YEA! has grabbed the attention of many great partners eager to create a stronger future for Arizona. The Arizona Community Foundation (ACF) stepped up as the premier partner of the Arizona Hispanic Chamber of Commerce in 2015 to ensure that the YEA! Phoenix program stays in Arizona and continues to grow. Along with 49 generous volunteers who gave their time and expertise, the students of YEA! Phoenix also received encouragement and financial support from strong local community partners such as Sam’s Club, Southwest Airlines, Google, Infusionsoft, Nielsen, MS Awareness, CKS Advisors, ACF Latina Giving Circle Fund, Orchard Medical Consulting, Splash Marketing, Dress for Success, Streetcar Mercantile, The Arizona Diamondbacks, Dream Dinners, Walmart, Kolbe Corp and Univision.
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“I congratulate the Arizona Hispanic Chamber of Commerce on the release of its 19th Annual DATOS report. At United Way, we want to achieve the aspirations we all share: a good education for our kids, a roof over our heads and the stability of financial independence. DATOS provides us with the tools and insights to help build a stronger community for us all to raise our families and to do business.” —Merl Waschler, President and CEO, Valley of the Sun United Way
Hit Hard By Recession, Hispanics Poised To Be Half Of New Homeowners Between 2010 And 2020 Traditionally, the “American Dream” has included homeownership.
a harder time of coming up with the needed down payment to purchase a home because of overall lower income earnings. Making matters worse, several state and federal investigations
Still, for too many American Latinos owning a home remains a dream unfulfilled.
in recent years have uncovered discriminatory loan practices aimed at Hispanics by the major banking institutions.
While it’s true that a growing number of Hispanics now own their homes, the rate of Hispanic homeownership nationwide continues to lag the general population and has even dropped in recent years.
At the same time, the market potential of Hispanic homeownership remains strong because the Latino population overall is continuing to grow at a very rapid pace. While the rate of homeownership among Hispanics has re-
In 2000, 46 percent of Hispanic households in the United States were homeowners. In 2014, that figure dropped slightly to 45.5 percent, according to the National Association of Hispanic Real Estate Professionals (NAHREP). The rate of Hispanic homeownership nationally peaked at nearly 50 percent in 2008 and 2009 just before the crash in the economy.
cently decreased, the Hispanic population, which stands at about 17 percent of the nation’s total population, is predicted to account for 40 to 50 percent of all new households between now and 2020. Largely because of this fast population growth, a 2014 study by the Urban Institute predicted Latinos will account for 55.5 percent of new homeowners between
“Hispanics were hit especially hard by the financial crisis and housing crash, and the outlook for home ownership is uncertain,” said Louise Keely, president of The Demand Institute, a non-profit, non-partisan group that researches consumer trends.
2010 and 2020. Other signs of the Hispanic population’s potential for homeownership, according to NAHREP: an increase in the average Hispanic family incomes and the overall boom in Hispanic purchasing power, which is expected to grow nationally from
One major barrier to Hispanic homeownership is a lack of access to credit. In a 2015 NAHREP survey of the 100 top Latino real estate agents in the nation, 60 percent of the respondents said the “top barrier” to Hispanic homeownership is a lack of access to credit. While the tightening credit market for aspiring home purchasers has impacted the entire market, it has had a disproportionately negative affect on Hispanics, a population
$1.5 trillion this year to nearly $2 trillion in 2020. In Arizona, meanwhile, Hispanic homeownership is thriving. In 2013, among Hispanics statewide, about 64 percent of Latino households were owner-occupied and 36 percent were renter occupied. Nationwide, only 47 percent of Hispanic households were owner-occupied and 53 percent were renteroccupied.
that was harder hit by the Great Recession but has always had
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In 14 Years, Hispanic Home Ownership Experienced Year In 14 Years, Hispanic Ownership Experienced Over YearAt Growth Except Of 2 Over YearHome Growth Except 2YearYears Height Recession Years At Height Of Recession HISPANIC OWNED HH (000)
Hispanic Owned HH (000) 8,000
YEAR 6,810 6,668 6,756
7,000
5,852
6,000
6,095
6,321 6,303 6,319 6,253 6,196
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
5,448 5,172 4,912
5,000
4,497 4,242
4,000
3,000
2,000
1,000
0
RATE OF HOMEOWNERSHIP PERCENT
2000
2003
2006
2009
2012
NUMBER OF HISPANIC OWNER HOUSEHOLDS UNITS IN THOUSANDS
ANNUAL CHANGE IN THE NUMBER OF HISPANIC OWNER HOUSEHOLDS
2001
47.3%
2002
47.0%
2003
46.7%
47.3%
4,497
+255
47.0%
4,912
+425
2004
48.1%
46.7%
5,172
+260
2005
49.5%
48.1%
5,448
+276
2006
49.7%
49.5%
5,852
+404
2007
49.7%
49.7%
6,095
+243
2008
49.1%
49.7%
6,303
+208
2009
48.4%
49.1%
6,319
+16
2010
47.5%
48.4%
6,253
-63
2011
46.9%
47.5%
6,196
-56
2012
46.1% 46.1% 45.4%
46.9%
6,321
+125
2013
46.1%
6,668
+347
2014
46.1%
6,756
+88
45.4%
6,810
+54
Hispanics Have A Strong Enthusiasm For Homeownership • “Nearly half of Hispanic renters (48 percent) say now is a good time to buy a home.” • “Of those who did make home purchases in 2014, Millennials represented the largest group with 32% of all buyers. Hispanics account for more than one in five Millennials.” Source: NAHREP State of Hispanic Homeownership Report, 2014 nahrep.org/state-of-hispanic-homeownership
254
46.0%
4,242
Report, 2014 https://www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
A Z
2000
46.0%
Source: NAHREP State of Hispanic Report, Source:Homeownership NAHREP State of2014 Hispanic Homeownership www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
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In 2014, The Number Of Hispanic Households Grew By 320,000 Accounting For In 2014, The Number Of Hispanic Households Grew By 320,000 Accounting For 40% Of Total U.S. Household Growth 40% Of Total U.S. Household Growth TOTAL Total U.S. U.S.HOUSEHOLD HouseholdGROWTH Growth
40%
60%
Hispanic
Non-Hispanic
Source: NAHREP State of Hispanic Homeownership Report, 2014 Source: NAHREP State of Hispanic Homeownership Report, 2014 http://www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
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Hispanics Continue To Surpass The National Percentage Growth Of Owner Households In The U.S. Hispanics Continue To Surpass The National Percentage Growth Of Owner Households In The U.S. 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0%
2001
2002
2003
2004
All
2005
2006
2007
2008
Hispanic
2009
2010
2011
A Z 255
2013
2014
Non-Hispanic
Source: US Census Bureau, Homeownership Data, Fourth Quarter 2014 www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report Source: US Census Bureau, Homeownership Data, Fourth Quarter 2014 http://www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
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Hispanic Homeownership Growth Depends On: • • • • • •
Consistent access to reasonably priced, low down payment mortgages An increase in affordable housing inventory Improved access to homebuyer education and counseling Balanced consumer protection laws Public policy that favors homeownership outcomes A more diverse and culturally competent housing workforce
Source: NAHREP State of Hispanic Homeownership Report, 2014 www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
The Hispanic Average Annual Increase Rate Is Approximately 12 Times Greater Than The Non-Hispanic Rate The Hispanic Average Annual Increase Rate Is Approximately 12 Times Greater Than The Non-Hispanic Rate Growth In Owner-OccupieZd Units in the U.S.
Average Annual Increase
AVERAGE ANNUAL INCREASE
Growth In OwnerOccupied Units in the U.S.
3.5%
0.3% Non-Hispanic
Hispanic
Source: NAHREP State of Hispanic Homeownership Report, 2014 Source: NAHREP State of Hispanic Homeownership Report, 2014 https://www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
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Two-Thirds Of Hispanics State That They Would Likely Buy A Home Rather Than Rent Family Is The Main Motivator To Purchase A House For 93% Of Those Hispanics
Two-Thirds Of Hispanics State That They Would Likely Buy A Home Rather Than Rent
93%
Family Is The Main Motivator To Purchase A House For 93% Of Those Hispanics
86% 84%
Family
Community Engagement
Wealth & Investment
Source: NAHREP State of Homeownership Hispanic Homeownership Report, 2014 Source: NAHREP State of Hispanic Report, 2014 https://www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report www.scribd.com/doc/259940689/2014-State-of-Hispanic-Homeownership-Report
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Owner-Occupied Arizona Hispanic Households Surpass National Figures Owner-Occupied Arizona Hispanic Households Surpass National Figures Tenure for Hispanic Households U.S. and Arizona, 2013 TENURE FOR for HISPANIC HOUSEHOLDS
53.2%
FOR U.S. AND ARIZONA, 2013
52.5%
47.5%
46.8%
United States
Arizona
Owner Occupied
Renter Occupied
Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey
Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_5YR_B25003I&prodType=table http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_13_5YR_B25003I&prodType=table
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U.S. Hispanic Owner-Occupied Households In Arizona Slightly Outweigh Renter-Occupied Homes U.S.OWN Hispanic Owner-Occupied Households In Arizona Slightly Outweigh TO Renter-Occupied Homes VS. RENT FOR ALL HOUSEHOLDS COMPARED HOUSEHOLDS
WITH HISPANIC LATINO HOUSEHOLDERS Tenure for All Households ComparedOR to Households with Hispanic or Latino 2013 Householders, 2013 Owner Occupied
65%
64%
63%
53% 47%
53% 47%
Hispanic
United States
Total
63%
37%
Hispanic
Total
Arizona
Hispanic
Source: Census Bureau, 5-Year 2009-2013 5-Year American Community Survey Source: U.S. CensusU.S. Bureau, 2009-2013 American Community Survey*MSA = Metropolitan Statistical Area *MSA = Metropolitan Statistical Area factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?fpt=table
257
Total
Hispanic
Tucson MSA
10
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?fpt=table
A Z
46% 37%
Phoenix-MesaGlendale MSA
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54%
49%51%
36%
35%
Total
Renter Occupied
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Growth In Home Purchases PHOENIX DMA
LIFE-CHANGING SITUATIONS STIMULATE HOME PURCHASES
Hispanics Are Key For Future Home Ownership Growth In Phoenix
Hispanic Represent
39
%
Of All New Homeowners Added To The Phoenix DMA 2015-2020 Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
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HISPANIC OWNER-OCCUPIED HOUSING UNITS PROJECTED GROWTH 2015-2020
In the Next 5 Years, Phoenix Will Add More Than
28,200 Hispanic Homeowners
Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
Hispanic Homeownership In Phoenix Will Grow At More Than TripleThe Rate Of Non-Hispanic Homeownership Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
Homeownership Projected Growth 2015-2020 Homeownership Projected Growth 2015-2020
14.3%
4.3%
Hispanic
Non-Hispanic
Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained
Source: American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence Systemuse (GIS)must “The data herein contained will befrom used exclusively for advertising /media will beGeoscape. used exclusively for advertising /media decisions related to Univision. Any other be explicitly licensed Geoscape” decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
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Growth In Home Purchases TUCSON DMA
Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
Hispanics Are Key For Future Home Ownership Growth in Tucson
Representing
51.1
%
Of All New Homeowners Added To The Tucson DMA Between 2015-2020 Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
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HISPANIC OWNER-OCCUPIED HOUSING UNITS PROJECTED GROWTH 2015-2020
In the Next 5 Years, Tucson Will Add More Than
9,500 Hispanic Homeowners
Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising /media decisions related to Univision. Any other use must be explicitly licensed from Geoscape”
Hispanic Homeownership In Tucson Will Grow At Triple The Rate Of Non-Hispanic Homeownership Hispanic Homeownership In Tucson Will Grow At Triple The Rate Of Non-Hispanic Homeownership
HOMEOWNERSHIP PROJECTED GROWTH 2015-2020
Homeownership Projected Growth 2015-2020 12.5%
4.1%
Hispanic
Non-Hispanic
Source: Geoscape. American Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained
Source: Marketscape DataStream 2015 Series. Produced by the Geoscape ® Intelligence System “The herein contained willfrom be used exclusively for advertising /media decisions related to Univision. Any will Geoscape. be used American exclusively for advertising /media decisions related to Univision. Any other use(GIS) must bedata explicitly licensed Geoscape” other use must be explicitly licensed from Geoscape”
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Five Years Later, Arizona Still Struggling To Heal Scars Of SB 1070 The 2014 “State of the Latino Family” nationwide survey by the W.K. Kellogg Foundation asked 1,000 respondents: “Where do you think Latinos encounter racism the most?”
charges for failing to implement a judge’s plan to prevent his deputies from racially profiling Latinos. President Obama’s effort to provide legal status for about 6 million more undocumented immigrants drew a lawsuit from 26 Republican attorneys general. Arizona Attorney General Mark Brnovich has challenged a federal court ruling that allows young undocumented immigrants awarded a temporary reprieve from deportation by presidential executive order to acquire driver’s licenses. Brnovich, a Republican elected last fall, has also appealed a state court ruling allowing the same category of undocumented immigrants involved in the federal driver’s license case to pay in-state tuition at public colleges and universities as long as they can show proof of residency in the state.
While most people might have provided an answer like “on the job” or “at school” or “in encounters with police,” the single largest group of survey participants, 21 percent, offered this unsolicited response: “Arizona.” While the great majority of people who live here, including Latinos, are unlikely to characterize Arizona as blatantly racist, it would be disingenuous at best to deny that the fallout of Gov. Jan Brewer’s decision in 2010 to sign Senate Bill 1070 into law was that it painted the state as “the new Alabama”—an unflattering reference to that state’s scarred legacy of racism against African Americans and other minorities.
The immigration debate has again become a hot topic in the presidential campaign.
At the time of its passage, SB 1070 was considered the toughest, state-based legislative effort to crackdown on illegal immigration in the nation, though, ironically, Alabama quickly passed an even tougher immigration bill. In the years since, proponents of Arizona’s anti-immigrant agenda have faced major setbacks. Nearly every major provision of SB 1070 was overturned in the federal courts. Sheriff Joe Arpaio, who is running for reelection, and his deputies were found guilty of racially profiling Latinos during traffic stops. The author of SB 1070 in the Arizona Legislature, then Sen. President Russell Pearce, was recalled from office, and then defeated in his bid for reelection. Gov. Brewer, who left office in January, was replaced by Gov. Doug Ducey, who is working to rebuild economic ties with Mexico, home to most of Arizona’s immigrant population.
GOP candidate Donald Trump, a billionaire businessman from New York, has labeled undocumented immigrants from Mexico “rapists” and called for the mass deportation of the nation’s 11 million undocumented immigrants, while pledging to let “the good ones” back into the United States. Trump’s comments about Mexicans drew strong condemnation from fellow Republicans, Jeff Flake and John McCain, Arizona’s U.S. Senators, while a campaign stop in the state by Trump managed to draw about 4,500 ardent supporters to the Phoenix Convention Center. Sheriff Arpaio, despite his trouble with the courts, introduced Trump, and former Sen. Pearce applauded the billionaire’s speech from the front row during the rally. Outside of the convention center, hundreds of protesters chanted “Dump Trump” and labeled his comments about Mexican immigrants as openly racist, while a national survey conducted soon after the rally found Mr. Trump leading in the race for the GOP presidential nomination.
Despite these developments, immigration remains a controversial topic in the state, primarily because the question of how to address the presence of the nation’s 11.5 million undocumented immigrants—about 350,000 live in Arizona—remains unresolved. The U.S. Senate passed a far-reaching immigration bill with bipartisan support in 2013, but efforts to put together companion legislation in the House were killed by Tea Party Republicans.
Responding to another question in the 2014 Kellogg Foundation survey of Latino families, 73 percent of the participants said “anti-Latino” and “anti-immigrant” attitudes had either stayed “about the same” or were “getting worse” in the previous five years.
High-profile court cases have also kept immigration in the media spotlight.
The Kellogg survey was conducted long before Mr. Trump announced his bid for the presidency.
At the federal level, Sheriff Arpaio has faced contempt of court
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“Arizona Is Where Hispanics Encounter Racism The Most” According To A 2014 National “ARIZONA Is Where Hispanics Encounter Racism The Most” Kellogg Foundation Survey Of Hispanics According To A 2014 National Kellogg Foundation Survey Of Hispanics 21%
Arizona
18%
Work
8%
Other Specific States
5%
Everywhere Store/Restaurant/Social Setting
4%
Law Enforcement / Police
4%
Other
3%
Professional and Public Services
3%
School
3%
NOTE: The question was open ended “Where do you think Latinos encounter racism the most?” ‘Arizona ‘ was the top answer and it was not solicited via multiple choice.
2%
Media
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf 2 not NOTE: The question was open ended - “Where do you think Latinos encounter racism the most?” ‘Arizona ‘ was the top answer and it was solicited via multiple choice.
More Latinos Believe That Latino Discrimination Is Getting Worse From What It Was Five Years Ago More Latinos Believe That Latino Discrimination Is Getting Worse From What It Was Five Years Ago
DO YOU BELIEVE THE COUNTRY IS GETTING BETTER, WORSE, OR ABOUT SAME AS IT WAS FIVE YEARS AGO IN…..
Do you believe the country is getting better, worse, or about same as it was five years ago in…..
Latino Discrimination Affordable Housing Crime/Violence Respect/Dignity
36
22
34
25
43
26 32
28
Education
37
Jobs
37
Equal Opportunity Health Care
27 37
40
23 47
29 Better
Worse
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
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Thirty-Seven Percent Of Hispanics Believe Local Police, Border Patrol, And Other Law Enforcement Authorities Thirty-Seven Percent Of Hispanics Believe Local Police, Border Patrol, And Other Law Enforcement Usually Treat Hispanics Unfairly Authorities Usually Treat Hispanics Unfairly 28% 37%
26% Usually Treated Unfairly
9%
Don’t Know
Usually Treated Fairly
Sometimes Treated Fairly
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
4
Only 22% Of Total Hispanics Surveyed Believe Anti-Latino And Anti-Immigrant Attitudes Have Improved Only 22% Of Total Hispanics Surveyed Believe Anti-Latino And Anti-Immigrant Attitudes Have Improved In The Past In The Past Five Years And 36% Think It Is Getting Worse Five Years And 36% Think It Is Getting Worse 37%
33%
36%
39%
22%
23%
Total
U.S. Citizen
38%
37%
27%
35%
34%
21%
23%
22%
22%
LPR
Undoc
Foreign Born
2nd Gen
50%
27%
Getting Better
43%
Getting Worse
A Z 265
37%
30% 3rd Gen
32%
46%
20% 4th+ Gen
About Same
WKKF State Of The Latino Family (2014),(MOE N=1000 (MOE +/3.1%), 2014 Source: WKKFSource: State Of The Latino Family (2014), N=1000 +/- 3.1%), 2014 https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
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Immigration/Deportation Is A Significant Concern Parents Of K-2 Students Are Most Concerned About Immigration Than Any Other Issue To Hispanics Across All Educational Levels In Your Own Words, What Issue Concerns You The Most? nd
17%
Women
in your own words, What Issue Concerns You The Most?
13% 25%
Men Parents K-2nd
19%
H.S. or Less
19%
Some College College Grad +
13% 13%
10%
22%
11%
16%
13%
23%
5%
10%
15%
22%
Jobs/Economy
12%
7%
10%
12%
8%
6%
Immigration/Deportation
12% Violence/Crime
Education
Little(2014), More Than 1/3 Of +/Hispanics Are Either Very Satisfied Or Somewhat Satisfied With The Federal Government’s Source: WKKF State Of The Latino Family N=1000 (MOE 3.1%), 2014 s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf Performance On Immigration Policy.
Only 7% Of Hispanics Are Either Very Dissatisfaction Satisfied is NOT limited to recent immigrants: Satisfied With • 56% of 3+ Gen U.S. Citizens • 59% of 2 Gen Citizens The Federal • 55% of English Dominant Government’s Performance On Immigration Policy
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
25%
6
32% Not At All Satisfied DK Very Satisfied
nd
Somewhat Satisfied Not Very Satisfied 8%
28% 7%
Dissatisfaction is NOT limited to recent immigrants:
56% 59% 55%
of 3+ Gen U.S. Citizens
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014
of 2nd Gen Citizen
7
of English Dominant
s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
Sixty-One Percent Of Hispanics Indicate They Know Someone Who Is An Undocumented Immigrant In The U.S. Hispanics were asked, “Do you personally know someone who??? Sixty-One Percent Of Hispanics Indicate They Know Someone Who Is An Undocumented Immigrant In The U.S.
LAWFUL PERMANENT RESIDENT FLOW BY REGION
Hispanics
were asked, Do you personally know someone who...
61%
Is an Undocumented Immigrant
Faced Detention or Deportation For Immigration Reasons
33%
Yes
36%
65%
No
Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf Source: WKKF State Of The Latino Family (2014), N=1000 (MOE +/- 3.1%), 2014 https://s3.amazonaws.com/s3.documentcloud.org/documents/1357155/wkkf-state-of-latino-family-2014.pdf
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Legal Immigration Statistics IMMIGRATION CHAPTER 10
990,553 People Were Granted Lawful Permanent Residence In The United States In 2013.
Legal Immigration Statistics
Origin of New Lawful Permanent Residents 28%
32%
990,553 People Were Granted Lawful Permanent Residence In The United States In 2013.
40% North America
Asia
Other Regions
Source: U.S. Department of Homeland Security, Annual Flow Report, U.S. Lawful permanent Residents: 2013, 2014 www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf
ce: U.S. Department of Homeland Security, Annual Flow Report, U.S. Lawful permanent Residents: 2013, 2014 //www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf
Mexico Is The Leading Country Of Origin For New Lawful Permanent Residents Mexico Is The Leading Country Of Origin For New Lawful Permanent Residents
TOP COUNTRIES OF BIRTH
Top Countries of Birth
13%
6%
6%
5% 4%
Mexico
India
Philippines
Source: U.S. Department Homeland Security, Annual Flow Residents: Report, U.S. Source: U.S. Department of Homeland Security,ofAnnual Flow Report, U.S. Lawful permanent 2013,Lawful 2014 www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf http://www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf
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Dominican Republic
China
permanent Residents: 2013, 2014
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California Is The State With The Greatest Share Of New Lawful Residents
California Is The State With The Greatest Share Of New Lawful Residents
Top U.S. States where New Lawful Residents Settle TOP U.S. STATES WHERE NEW LAWFUL RESIDENTS SETTLE
19%
14% 10%
9% 5%
California
New York
Florida
Texas
New Jersey
Source: U.S. Department of Homeland Security, Annual Flow Report, U.S. Lawful permanent Residents: 2013, 2014 www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf
Source: U.S. Department of Homeland Security, Annual Flow Report, U.S. Lawful permanent Residents: 2013, 2014 http://www.dhs.gov/sites/default/files/publications/ois_lpr_fr_2013.pdf
11
Mexico Is The Leading Country Of Birth For New Naturalized U.S. Citizens
Mexico Is The Leading Country Of Births For New Naturalized U.S. Citizens A total of 779,929 people become naturalized U.S. citizens
COUNTRIES BIRTH NEWNaturalized NATURALIZED U.S. CITIZENS Top TOP Countries of OF Birth forFOR New U.S. Citizens
13%
A Total Of
779,929
People Become Naturalized U.S. Citizens 6%
6%
5% 4%
Mexico
India
Philippines
Dominican Republic
Source:U.S. U.S. Department of Homeland Security, Annual Flow Report, U.S. Naturalizations: 2013, 2014 U.S. Naturalizations: 2013 , 2014 Source: Department of Homeland Security, Annual Flow Report, www.dhs.gov/sites/default/files/publications/ois_natz_fr_2013.pdf http://www.dhs.gov/sites/default/files/publications/ois_natz_fr_2013.pdf
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IMMIGRATION
From 2010-2013, Hispanic Naturalized From 2010-2013, Hispanic Naturalized U.S. Citizenship Increased By 12% U.S. Citizenship Increased By 12% Hispanic Citizenship (in thousands) HISPANIC CITIZENSHIP (IN THOUSANDS)
31,940
34,994
13,276 12,822 6,171
5,524 Native
Naturalized U.S. Citizen
2010
Not U.S. Citizen
2013
Source: U.S. Census Bureau, 2010 & 2013 American Community Surveys 1-Year
The Share Of Mexican-Born Immigrants Has Continuously Grown Since 1850, With Slight Declines After 2010
Source: U.S. Census Bureau, 2010 & 2013 American Community Surveys 1-Year
Source: MPI Data Hub
YEAR
MEXICAN BORN
TOTAL IMMIGRANTS
MEXICAN BORN AS A SHARE OF ALL IMMIGRANTS
1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2011 2012 2013
13,300 27,500 42,400 68,400 77,900 103,400 221,900 486,400 641,500 357,800 451,400 575,900 759,700 2,199,200 4,298,000 9,177,500 11,711,100 11,672,600 11,563,400 11,585,000
2,244,600 4,138,700 5,567,200 6,679,900 9,249,500 10,341,300 13,515,900 13,920,700 14,204,100 11,494,100 11,454,900 9,738,100 9,619,300 14,079,900 19,767,300 31,107,900 39,955,700 40,377,800 40,824,600 41,348,000
0.6% 0.7% 0.8% 1.0% 0.8% 1.0% 1.6% 3.5% 4.5% 3.1% 3.9% 5.9% 7.9% 15.6% 21.7% 29.5% 29.3% 28.9% 28.3% 28.0%
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Hispanic Population Born Outside The U.S. Has Decreased By Approximately
H I S P A N I C
M A R K E T
IMMIGRATION
Hispanic Population Born Outside The U.S. Has Decreased By Approximately 90% Since 2000
% OF HISPANIC POPULATION BORN OUTSIDE THE U.S. % of Hispanic Population Born Outside the U.S. 62%
32%
90%
6% Entered before 2000
Since 2000
Entered 2000 to 2009
Entered 2010 or later
Source: U.S. Census Bureau, 2013 American Community Survey 1-Year, 201
15
Source: U.S. Census Bureau, 2013 American Community Survey 1-Year, 2014
From 2010 To 2013, Naturalized U.S. Citizenship In Phoenix Increased By Nearly 22%
From 2010 To 2013, Naturalized U.S. Citizenship Phoenix Citizenship (in thousands) In Phoenix Increased By Nearly 22% 414
PHOENIX CITIZENSHIP (IN THOUSANDS)
363
172 45
37 Native
Foreign born; naturalized U.S. citizen
Hispanic 2010 Source: U.S. Census Bureau, 2010 & 2013 American Community Surveys 1-Year
166
Foreign born; not a U.S. citizen
Hispanic 2013
Since 2000, One-Third Of Hispanics In Phoenix Were Born Outside The U.S. Phoenix Population Born Outside the U.S.
16
Source: U.S. Census Bureau, 2010 & 2013 PHOENIX AmericanPOPULATION Community Surveys 1-Year THE U.S. BORN OUTSIDE
Since 2000, One-Third Of Hispanics In Phoenix Were Born Outside The U.S.
36.80%
33.40%
29.80%
Entered before 1990
Entered 1990 to 1999
Entered 2000 or later
Source: U.S. Census Bureau, 2013 American Community Survey 1-Year, 2014
Source: U.S. Census Bureau, 2013 American Community Survey 1-Year, 2014
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From 2010 To 2013 Native Hispanic Citizenship From 2010 ToIn 2013 Native Hispanic Citizenship By In Tucson Tucson Increased 5%Increased By 5% Tucson Citizenship (in thousands)
TUCSON CITIZENSHIP (IN THOUSANDS)
166
158
36 19
18 Native
37
Foreign born; naturalized U.S. citizen
Hispanic 2010
Foreign born; not a U.S. citizen
Hispanic 2013
Source: U.S. Census Bureau, 2010 & 2013 American Community Surveys 1-Year
18
Source: U.S. Census Bureau, 2010 & 2013 American Community Surveys 1-Year
In The Past 2.5 Decades, Tucson Population Born Outside The U.S. Has Decreased By 31% In The Past 2.5 Decades, Tucson Population Born Outside The U.S. Has Decreased By 31% Tucson Population Born Outside the U.S. THE U.S. TUCSON POPULATION BORN OUTSIDE 47.40%
32.70%
19.90%
Entered before 1990
Entered 1990 to 1999
Source: U.S. Community Census Survey Bureau, 2013 Source: U.S. Census Bureau, 2013 American 1-Year, 2014
Entered 2000 or later
American Community Survey 1-Year, 2014
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Size Of The Lawful Permanent Resident Population In U.S. Size of the Lawful Permanent Resident Population
13,300
13,070
13,140
8,790
8,770
8,530
4,540
4,530
2011
Total
4,350
2012
Eligible to Naturalize
2013
Not Eligible to Naturalize
Source: U.S. Department of Homeland Security. www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
Source: U.S. Department of Homeland Security. http://www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
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Country Of Birth Of Lawful Permanent Resident Population: 2013 In U.S. Country of Birth of Lawful Permanent Resident Population: 2013
25.0%
Mexico
China, People's Republic
Philippines
India
Dominican Republic
30.3% 5.0% 3.6% 4.4%
Total Number of Lawful Permanent Residents
3.9% 4.1%
13,140,000
2.8%
Total Number of Lawful Permanent Residents Eligible to Naturalize
8,790,000
3.7% 3.4%
Lawful Permanent Residents
Lawful Permanent Residents Eligible to Naturalize
Source: U.S. Department of Homeland Security. www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
Source: U.S. Department of Homeland Security. http://www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
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Arizona, Lawful Permanent Resident Population: 2013 Arizona, Residence of Lawful Permanent Resident Population: 2013 250,000
180,000
Lawful Permanent Residents
Lawful Permanent Residents Eligible to Naturalize
Source: U.S. Department of Homeland Security. www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
Source: U.S. Department of Homeland Security. http://www.dhs.gov/sites/default/files/publications/ois_lpr_pe_2013.pdf
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In 2016, Foreign-born Hispanics Are Projected To Decrease By 7.5 Percentage Points In 2015, The Percentage Of Foreign Born Hispanics Is Projected To Decrease By 7.5%
PERCENT OF FOREIGN-BORN BY RACE/ETHNICITY PROJECTIONS 2015 - 2060 Percent of foreign born by race/ethnicity projections 2015 - 2060
66.0% 55.4%
RESEARCHER’S TIP: A percentage change is a difference divided by some base number, while a percentage _point_ change is a simple addition or subtraction.
34.9% 27.4% 18.8% 13.5%
16.5% 8.9%
Asian
Hispanic
4.1%
Black
2015
8.1%
White
All
2060
Source: U.S. Census Bureau, 2014 Populations Projections Source: U.S. Census Bureau, 2014 Populations Projections http://www.pewresearch.org/fact-tank/2015/03/09/u-s-immigrantwww.pewresearch.org/fact-tank/2015/03/09/u-s-immigrant-population-projected-to-rise-even-as-share-falls-among-hispanics-asians/ population-projected-to-rise-even-as-share-falls-among-hispanics-asians/
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Seventy-One Percent Of Americans Support A Path To Legal Status For Undocumented Immigrants Seventy-Two Seventy-Two Percent PercentOf OfAmericans Americans Support SupportPath Path ToToLegal Legal Status StatusFor ForUndocumented UndocumentedImmigrants Immigrants InInThe TheUnited UnitedStates States Undocumented UndocumentedImmigrants Immigrantsininthe theU.S. U.S.who whomeet meetcertain certainrequirements… requirements…
UNDOCUMENTED IMMIGRANTS IN THE U.S. WHO MEET CERTAIN REQUIREMENTS…
2% 2%
71% 71%
27% 27%
Should ShouldNot NotBe BeAllowed AllowedTo ToStay Stay
DK DK
Should ShouldHave HaveAAWay WayTo ToStay StayLegally Legally
Source: Pew Research Center, U.S.U.S. Politics & Policy, 2015. Source: Source:Pew Pew Research Research Center, Center, U.S.Politics Politics &&Policy, Policy,2015. 2015. www.people-press.org/2015/06/04/broad-public-support-for-legal-status-for-undocumented-immigrants/ http://www.people-press.org/2015/06/04/broad-public-support-for-legal-status-for-undocumented-immigrants/ http://www.people-press.org/2015/06/04/broad-public-support-for-legal-status-for-undocumented-immigrants/
2424
From 2007 To 2012, Mexican Unauthorized Immigrant Population Declined By 14% From 2007 To 2012, Mexican Unauthorized Immigrant Population Declined By 14%
(In Millions)
6.9
7 6.8 6.6 6.4
6.4
6.3
6.2
6.2
5.9
6 5.8 5.6 5.4
2005
2007
2009
2011
Pew Research Center, For Estimates For 2005-2012 Based OnAmerican Augmented American Community Survey Data Public From Use Integrated Public Use(IPUMS) Source:Source: Pew Research Center, Estimates 2005-2012 Based On Augmented Community Survey Data From Integrated Microdata Series Microdata Series (IPUMS) www.pewresearch.org/fact-tank/2015/07/15/what-we-know-about-illegal-immigration-from-mexico/ http://www.pewresearch.org/fact-tank/2015/07/15/what-we-know-about-illegal-immigration-from-mexico/
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In 2012, Arizona Had The Second Highest Share Of Unauthorized Mexican Immigrants
In 2012, Arizona Had The Second Highest Share Of Unauthorized Mexican Immigrants Mexican among state’sUNAUTHORIZED unauthorized immigrants % MEXICAN%AMONG EACHeach STATE’S IMMIGRANTS
89%
New Mexico
84%
Arizona
83%
Idaho
82%
Wyoming
78%
Colorado Oklahoma
76%
Wisconsin
76%
Kansas
75%
Oregon
75%
Texas
75%
Source: Pew Research Center, Estimates For 2012 Based on Augmented American Community Survey Data From Integrated Public Use Microdata Series.
www.pewresearch.org/fact-tank/2015/07/15/what-we-know-about-illegal-immigration-from-mexico/ Source: Pew Research Center, Estimates For 2012 Based on Augmented American Community Survey Data From Integrated Public Use Microdata Series. http://www.pewresearch.org/fact-tank/2015/07/15/what-we-know-about-illegal-immigration-from-mexico/
The annual income of unauthorized immigrants would be 15.1 percent higher within five years if they were granted legal status. Immigration reform that includes a pathway to citizenship for undocumented immigrants in five years would increase the earnings of all American workers by $618 billion over the next decade. If the undocumented immigrants in our nation were granted legal status today and citizenship in five years, the 10-year cumulative increase in U.S. gross domestic product, or GDP, would be $1.1 trillion. If undocumented immigrants acquired legal status today and citizenship in five years, the economy would add an average of 159,000 new jobs per year, and formerly unauthorized workers would pay an additional $144 billion in federal, state, and local taxes over a 10-year period. Center for American Progress, The Facts on Immigration Today, 2014. cdn.americanprogress.org/wp-content/uploads/2013/04/ImmigrationFacts-brief-10.23.pdf
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From 2012 To March 2015 Mexico DACA ORIGIN REQUESTS Had An 82% Approval Rate From 2012 To March 2015
TOTAL DACA REQUESTS ACCEPTED/APPROVED TO Approval DATE: Rate Mexico DACA Origin Requests Had An 82% 2012-2015 (MARCH 31) PER COUNTRY OF ORIGIN
What Is DACA? Deferred Action for Childhood Arrivals.
Total DACA Requests Accepted/Approved to Date: 2012-2015 (March 31) Per Country of Orig
On June 15, 2012, the Secretary of Homeland Security announced that certain people who came to the United States as children and meet several guidelines may request consideration of deferred action for a period of two years, subject to renewal. They are also eligible for work authorization. Deferred action is a use of prosecutorial discretion to defer removal action against an individual for a certain period of time. Deferred action does not provide lawful status.
What Is DACA? Deferred Action fo Arrivals. On June 15, 2012 Secretary of Home announced that ce who came to the U as children and m guidelines may req consideration of d for a period of two subject to renewal also eligible for w authorization. Defe a use of prosecuto to defer removal a an individual for a period of time. De does not provide l
851,476
Mexico
702,043 42,162 33,846
El Salvador
Guatemala
28,118 22,054
Honduras
26,989 20,892 14,490 13,015
South Korea
Accepted to Date
Approved to Date
Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Capture Systems, CIS Consolidated Operational Repository (CISCOR), April 2015. http://www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf
Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Capture Systems, CIS Consolidated Operational Repository (CISCOR), April 2015. www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf
In 2014, DACA RENEWAL REQUESTS Had A 19% Approval Rate In Comparison To 2015, 93% Approval Rate
In 2014, DACA Renewal Request Had A 19% Approval Rate In Comparison To 2015, 93% Approval Rate Total DACA Renewal Requests Received/Approved to Date: 2012-2015 (March 31)
TOTAL DACA RENEWAL REQUESTS RECEIVED/APPROVED TO DATE: 2012-2015 (MARCH 31)
239,334
221,398
116,471
22,474 2014
2015
Requests Accepted
Requests Approved
Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Capture Systems, CIS Consolidated Operational Repository (CISCOR), April 2015.
Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Capture Systems, CIS Consolidated Operational Repository (CISCOR), April 2015. www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf http://www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf
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Arizona Is The 5th Highest State With DACA Requests Accepted And Approved Arizona Is The 5thThat HighestAre State With DACA Requests That Are Accepted And Approved Top States For DACA Requests Accepted/Approved to Date: 2012-2015 (March 31)
TOP STATES FOR DACA REQUESTS ACCEPTED/APPROVED TO DATE: 2012-2015 (MARCH 31) 315,327
California
261,395 180,957 151,499
Texas
Illinois
New York
Arizona
62,503 47,819 55,728 45,207 40,474 34,177 Accepted to Date
Approved to Date
Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Systems, CIS Consolidated Operational (CISCOR), April 2015. From Capture 2014-2015, Arizona The 5 th Largest Share OfRepository DACA Renewals Approved Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Biometrics Capture Systems, CIS Consolidated Operational Repository (CISCOR),Had April 2015. 30 www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf http://www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf DACA Renewals Approved to Date: 2012-2015 (March 31) Per State
From 2014-2015, Arizona Had The 5th Largest Share Of DACA Renewals Approved
67,263
DACA RENEWALS APPROVED TO DATE: 2012-2015 (MARCH 31) PER STATE
44,297
12,713
California
Texas
11,248
Illinois
New York
9,982
Arizona
Source: Department of Homeland Security, U.S.Biometrics Citizenship and Immigration Services, Biometrics Capture CIS Consolidated Operational Operational RepositoryRepository (CISCOR), April 2015. Source: Department of Homeland Security, U.S. Citizenship and Immigration Services, Capture Systems, CIS Systems, Consolidated (CISCOR), April 2015. http://www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf www.uscis.gov/sites/default/files/USCIS/Resources/Reports%20and%20Studies/Immigration%20Forms%20Data/Naturalization%20Data/I821d_performancedata_fy2015_qtr2.pdf
31
The Majority Of Hispanics Approve Obama’s Program For Unauthorized Immigrants Brought As Children
The Majority Of Hispanics Approve Obama’s Program For Unauthorized Immigrants Brought As Children
Percent Saying They….
PERCENT SAYING THEY…. U.S.
63
33
General Po pul atio n
89
9
Al l H is panic s
Hispanics by Nativity
F o reign-bo rn
Registered Voters
85
13
Nativ e-bo rn
93
5
86
12 Disapprove
Approve
Source: Pew Hispanic Center, 2012 National Survey of Latinos; Pew Research Center For The People & The Press, July 2012. www.pewhispanic.org/2012/10/11/latinos-and-immigration-policy/ Source: Pew Hispanic Center, 2012 National Survey of Latinos; Pew Research Center For The People & The Press, July 2012. http://www.pewhispanic.org/2012/10/11/latinos-and-immigration-policy/
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Higher Immigration is Associated with Lower Crime Rates
H I S P A N I C
M A R K E T
IMMIGRATION
• Between 1990 and 2013, the foreign-born share of the U.S. population grew from 7.9 percent to 13.1 percent and the number of unauthorized immigrants more than tripled from 3.5 million to 11.2 million. • During the same period, FBI data indicate that the violent crime rate declined 48 percent—which included falling rates of aggravated assault, robbery, rape and murder. Likewise, the property crime rate fell 41 percent, including declining rates of motor vehicle theft, larceny/robbery, and burglary.
American Immigration Council, The Criminalization of Immigration in the United States, July 2015 immigrationpolicy.org/sites/default/files/docs/the_criminalization_of_immigration_in_the_united_states_final.pdf
Immigrants Are Less Likely Than The Native-born To Be Behind Bars • According to an original analysis of data from the 2010 American Community Survey (ACS conducted by the authors of this report, roughly 1.6 percent of immigrant males age 18-39 are incarcerated, compared to 3.3 percent of the native-born. This disparity in incarceration rates has existed for decades, as evidenced by data from the 1980, 1990 and 2000 decennial censuses. In each of those years, the incarceration rates of the native-born were anywhere from two to five times higher than that of immigrants. • The 2010 Census data reveals that incarceration rates among the young, less- educated Mexican, Salvadoran, and Guatemalan men who make up the bulk of the unauthorized population are significantly lower than the incarceration rate among native-born young men without a high-school diploma. In 2010, less-educated native-born men age 18-39 had an incarceration rate of 10.7 percent—more than triple the 2.8 percent rate among foreign-born Mexican men, and five times greater than the 1.7 percent rate among foreign-born Salvadoran and Guatemalan men. American Immigration Council, The Criminalization of Immigration in the United States, July 2015 immigrationpolicy.org/sites/default/files/docs/the_criminalization_of_immigration_in_the_united_states_final.pdf
Immigrants Are Less Likely Than The Native-born To Engage In Criminal Behavior
• A variety of different studies using different methodologies have found that immigrants are less likely than the native-born to engage in either violent or nonviolent “antisocial” behaviors; that immigrants are less likely than the native-born to be repeat offenders among “high risk” adolescents; and that immigrant youth who were students in U.S. middle and high schools in the mid-1990s and are now young adults have among the lowest delinquency rates of all young people.
American Immigration Council, The Criminalization of Immigration in the United States, July 2015 immigrationpolicy.org/sites/default/files/docs/the_criminalization_of_immigration_in_the_united_states_final.pdf
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Immigration
Myths Busted COMMON MYTHS ABOUT IMMIGRATION DEBUNKED
#1 Myth MOST IMMIGRANTS ARE HERE ILLEGALLY
40.2
FACT
# 1 - Most immigrants are here legally
Million 40.2 Immigrants in U.S. million
28%
immigrants
72%
in U.S. 4% 68%
Of immigrants are 72% in the U.S. legally.
of immigrants are in the U.S. legally
undocumented legal temporary workers citizens or legal residents
Source: Lutheran Immigration and Refuge Services, Immigration MythsSource: Busted Infographic Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
#2 - Immigrants take jobs away from Americans
FACT
Immigrants at all increased job opportunities in the long run.skill levels actually
#2 Myth
Immigrant labor is complementary to native labor, resulting in limited competition in the short-run and
Monthly Business Formation 400 350 300 Rate (per 100,000)
IMMIGRANTS TAKE JOBS AWAY FROM AMERICANS
250 200 150 100 50 0
Immigrants
U.S. Born
create job opportunities. create job opportunities. Immigrants at all skill levels actually
Immigrants are 30% more likely U.S.Immigrants are than 30% more likely than U.S.-born citizens to form new born citizens to form businesses. new businesses.
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
Immigrant labor is complementary to native labor, resulting in limited competition in the short-run and increased job opportunities in the long run. Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
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drain resources without contributing economica CHAPTER 10 #3 – ImmigrantsIMMIGRATION 5 Fastest Growing Metro Areas
#3 Myth
% Change in Immigrant Share of Labor Force
140%
13%
Atlanta
IMMIGRANTS DRAIN RESOURCES WITHOUT CONTRIBUTING ECONOMICALLY OR PAYING TAXES
% Economic Growth
12%
Phoenix
10%
Denver
98% 91%
13%
Houston
9%
Portland
99%
89%
5 Slowest Growing Metro Areas 4%
Detroit Pittsburg Cleveland
23%
1% 2%
25% 29%
7%
L.A. St. Louis
13%
2%
37%
FACT
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
Immigrants have played a central role in the cycle of
economic rebirth of American cities. Taxes paid by both legal and undocumented immigrants exceed the costs of the services these immigrants utilize. Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic.
#4 Myth IMMIGRATING TO THE U.S. FOR WORK IS EASY
FACTS 1% of immigrants
received employmentbased visas in 2009.
1.28 million
estimated flow of immigrants into the U.S. in 2009.
There are only
14,000
employment-based visas allocated annually.
5,000
Only employmentbased visas are for low-skilled positions despite the high demand for these workers.
Visas for employment-based immigration have numerical caps, require immigrants to fit specific qualifications that demonstrate “extraordinary ability” and require employers to complete a lengthy verification process to ensure no U.S. worker is available for the position. Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic.
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# 5 10 – ImmigrantsIMMIGRATION increase crime. CHAPTER
#5 Myth IMMIGRANTS INCREASE CRIME
• Men (vast U.S. popu are n are 1
Incarceration rate, California, 2000 (highest population of immigrants, undocumented and legal) Native-born
tim mo lik
4.5% Immigrant
From 1994 to 2005 Nationally
0.7%
in pr immi
FACTS The undocumented population doubled while the rate of violent crime declined by
Men age 18-39 (vast majority ofproperty U.S. prison that are nativecrime ratepopulation) fell by 26.4%. born are 11 times more likely to be in prison than immigrants.
34.2
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
The undocumented population doubled while the rate of violent crime declined by 34.2% and the property crime rate fell by 26.4%. Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic.
#6 – All migrants choose to leave their home countries and do no integrate into the American culture
FACT
#6 Myth
ALL MIGRANTS % CHOOSE TO LEAVE THEIR HOME COUNTRIES AND DO NOT More than 90% INTEGRATE INTO of the90% children of children recent of than of the THE AMERICANMore immigrants speak recent immigrants speak English regardless of the country of English regardless of origin CULTURE
90
Many migrants,
such as refugees The rate of citizenship amo and asylum seekers, are by 2 forcedgrew from to their home countries because of conflict or Many migrants, such as ref religious and/or asylum seekers, are forced political home countries because of persecution. religious and/or political p
56%
the country of origin.
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
The rate of citizenship among Latinos grew to
56% by 2008.
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic.
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#7 Myth IMMIGRANTS FREQUENTLY BRING THEIR EXTENDED RELATIVES WITH THEM
#7 – Immigrants frequently bring their extended relatives FACT with them Wait time for family visas, as of May 2012 Wait Time For Family Visas, As Of May 2012
Wait Time forFOR Family Visas WAIT TIME FAMILY VISAS Legal Permanent Residents LEGAL PERMANENT RESIDENTS
Wait Time Family WAIT TIMEfor FOR FAMILYVisas VISAS U.S.Citizens CITIZENS U.S. 35 30
30
25
25
Years
Years
20 15 10
20 15 10
5 0
5 Spouses, Unmarried, Children Under 21, Parents
Unmarried, Children 21 and Older
Minimum
Married, Children 21 and Older
0
Brothers and Sisters Sisters Brother and
Spouses or Children Under 21
Minimum
Maximum
Unmarried, Children 21 and Under
Maximum
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
FACTS
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
#8 Myth UNDOCUMENTED IMMIGRANTS HAVE CHILDREN IN THE U.S. TO AVOID DEPORTATIONS
The parents of
5,100 children
In the first six months of 2011, the federal government deported
(Conservative estimate)
citizen children.
in foster care are in detention or have been deported.
In the next five years,
15,000 more children will be
in the same situation.
more than 46,000 mothers and fathers of U.S.
In FY2011, the U.S. deported a total of
397,000 people.
Source: Lutheran Immigration and Refuge Services, Immigration Myths Busted Infographic
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Investing in the community is not merely our responsibility. It is our promise. BMO Harris Bank applauds the great work of the Arizona Hispanic Chamber of Commerce.
BMO Harris Bank速 and BMO Harris速 are trade names used by BMO Harris Bank N.A. Member FDIC
bmoharris.com
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“Any business leader or government agency needs trustworthy and up to date information to make critical decisions based on facts. The DATOS report from the Arizona Hispanic Chamber of Commerce is the best source of detailed decision making data pertaining to the Hispanic community in Arizona there is. Because of the impact that Hispanics represent in our State, this is no longer data for a niche market, but data for the reality of our overall market as is.” —David Farca, President of the Board of Directors, Arizona-Mexico Trade Commission
“The Consulate General of México in Phoenix commends the Arizona Hispanic Chamber of Commerce’s valuable efforts in recognizing through DATOS the importance of the Arizona-Mexico trade relationship and the growing economic, social and cultural contributions of the Mexican community to the state of Arizona. Mexico is Arizona’s single largest trading partner. Arizona exports over $8.6 billion to Mexico per year, and imports $7.4 billion. It’s time for Arizona to benefit from its geographic proximity to México and boost interactions to promote economic development and growth” —Embajador Roberto Rodríguez Hernández, Cónsul General de México en Phoenix, Arizona
Amid Growing National Tension On Immigration, Az Working To Mend Ties With Mexico On June 17, 2015, Gov. Doug Ducey, flanked by a diverse array of Arizona business leaders, traveled to Mexico City as part of a highly-anticipated initiative to mend strained relations with our state’s leading international trading partner.
On the economic front, Arizona-Mexico trade topped $16 billion in 2014, and cross-border commerce is expected to grow rapidly in the coming years. (Mexico was the United States’ third-largest trading partner with $507 billion in total importexport trade in 2013, according to the office of the U.S. Trade Representative.)
Ducey had gone there to deliver the message that Arizona was “Open for Business” and ready to make a fresh start.
Future economic ties between Arizona and Mexico look promising. While the Arizona economy is steadily rebounding from the Great Recession and the U.S. economy has begun to show signs of a strong recovery, Mexico’s economy has been booming. It’s now the world’s 13th-largest economy, on par with Spain, and it is projected to be the fifth-largest economy in the world by 2050.
“The trip was a big step in making sure Mexico understood that Arizona’s business community, including its growing Hispanic business interests, realizes how vital our cross-border partnership is to the future prosperity of our respective constituencies,” said Gonzalo A. de la Melena, Jr., President and CEO of the Arizona Hispanic Chamber of Commerce, who was among the 50 or so business leaders who accompanied the governor. “We need to do better than we have in the past and I believe the governor’s trip to Mexico was a big step in the right direction.”
Mexican visitors to Arizona are expected to pump about $2.9 billion annually into the state’s economy by 2016 and account for about 160,000 jobs statewide, according to the Economic and Business Research Center. Mexican immigrants in Arizona also contribute substantially to the $50 billion in total annual consumer spending by the state’s 2.1 million Latinos.
Mexico’s top business and political leaders were also ready to move past the tensions created by the immigration-related controversies of the past decade and to trumpet the importance of reaffirming its longstanding historical, cultural and economic ties to Arizona. On the cultural and historical front, Arizona used to be part of Mexican and today the vast majority of Arizona Latinos, who now make up 30 percent of the state’s population are of Mexican origin.
According to the U.S. Census, the products Arizona exports to Mexico represent a wide range of industries. Arizona’s leading exports come from aeronautics related industries, but also include copper ore, electronics, natural gas and artificial surgical implants. On the import side, Mexico sends us processors and electronics, fruits and vegetables, turbojet and gas turbine parts and refined copper.
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• Mexico is a growing world market, as well as Arizona’s most important trading partner. • In 2013, trade generated between Arizona and Mexico exceeded $14 billion. • Mexico is the world’s 14th-largest economy, and is projected by Goldman Sachs to be the fifth-largest by 2050. • Arizona’s trade office in Mexico will assist Arizona companies in successfully entering the Mexican market and attract new companies and investments that will contribute to the state’s economy to create high-wage jobs. • Mayor LeVault of Youngtown, AZ notes that Mexican travelers add about $2.7 billion per year to the Arizona economy, resulting in about 160,000 jobs.
Trade With Mexico Facts
Source: Magazine, Improved Safety, Reduced Congestion, Vol. 19: No. 4, 2015. www.azmag.gov/Documents/Magazine-NOV2014-Web.pdf From 2008 To 2013, Arizona Merchandise Exports To Mexico Increased By 20%
From 2008 To 2013, Arizona Merchandise Exports To Mexico Increased By
U.S. BORDERU.S.STATES’ MERCHANDISE EXPORTS TO MEXICO Border States’ Merchandise Exports to Mexico, 2008-2013 2008-2013 $100.90 (In Billions)
$62.00
$23.90 $20.40
20%
$5.90 $7.00 CA
$0.38 $0.08
AZ
NM
2008
TX
2013
Source: U.S. Department Of Commerce http://www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee
3
_0.pdf Source: U.S. Department Of Commerce www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee_0.pdf
U.S. Exports To Mexico Had The Highest Export Growth From 2009 To 2013
U.S. EXPORT GROWTH TO ITS TOP FIVE MARKETS U.S. Export Growth to its top five markets, 2009-2013 2009-2013
U.S. Exports To Mexico Had The Highest Export Growth From 2009 To 2013
80%
75.3% 75.0%
70% 60% 50%
47.3%
40% 30%
27.4%
20% 10% 0%
3.6% 2009
Mexico
2010
China
2011
Canada
2012
Japan
Source: Author’s calculations. Data From United States International Trade Commission, p81, 2014. Source: Author’s calculations. Data From United States International Trade Commission, p81, 2014. www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee_0.pdf http://www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee_0.pdf
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“Growing industries along the border, including energy, biosciences and aerospace manufacturing, are putting a greater premium on high-skilled workers and are forcing companies to make investments decision based less on the availability of cheap labor and more on the availability of high skills…Creating, attracting and retaining the right talent at the border remains a challenge.” —Ruth Soberanes, North American Research Partnership
“Growing industries along the border, including energy, biosciences and aerospace manufacturing, are putting a greater premium on highskilled workers and are forcing companies to make investment decision based less on the availability of cheap labor and more on the availability of high skills…Creating, attracting and retaining the right talent at the border remains a challenge.”
BORDER STATE RATES (SEPT. 2011-SEPT. Border UNEMPLOYMENT State Unemployment Rates (Sept. 2011-Sept. 2014)2014) 14 12
Percent
10 8 6 4 2 0
Sep-11
Sep-12
CA
Sep-13
AZ
NM
Sep-14
TX
Source: Bureau Of Labor Statistics, U.S. Department Of Labor, 2014.
Source: Bureau Of Labor Statistics, U.S. Department Of Labor, 2014. www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee_0.pdf http://www.wilsoncenter.org/sites/default/files/Border_Economy_Transition_Wilson_Lee_ 0.pdf
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From 2011 To 2014 Mexico Imports Increased By Nearly 12% Year-End Mexico Imports From 2011-2014
YEAR-END MEXICO IMPORTS FROM 2011-2014
From 2011 To 2014 Mexico Imports To The U.S. Increased By Nearly
294,157 (In Millions of Dollars)
277,594
12%
280,529
262,874
2011
2012
2013
Source:2015 U.S. Census Bureau, Foreign Trade, 2015 Source: U.S. Census Bureau, Foreign Trade, https://www.census.gov/foreign-trade/statistics/product/enduse/imports/c2010.html www.census.gov/foreign-trade/statistics/product/enduse/imports/c2010.html
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From 2011 To 2014 Mexico Exports Increased By 21% Year-End Mexico Exports From 2011-2014
From 2011 To 2014 U.S. Exports To Mexico Exports Increased By
YEAR-END MEXICO EXPORTS FROM 2011-2014
215,907
198,289
240,326
226,079
(In Millions of Dollars)
21%
2011
2012
2013
2014
Source: U.S. Census Bureau, Foreign Trade, 2015 https://www.census.gov/foreign-trade/statistics/product/enduse/exports/c2010.html
7
Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/product/enduse/exports/c2010.html
From 2011 – 2014 NAFTA With Mexico Consumption Increased By Almost 11% From 2011 – 2014 NAFTA With Mexico Consumption Increased By Almost 11%
NAFTA WITH MEXICO (CONSUMPTION) 2011 - 2014 NAFTA with Mexico (Consumption) 2011 - 2014
181,515 (In Millions of Dollars)
171,421 168,591 163,817
2011
2012
2013
2014
Source: Source: U.S. Census Bureau, Foreign U.S. Census Bureau, ForeignTrade, Trade, 2015 2015 https://www.census.gov/foreign-trade/balance/c0005.html www.census.gov/foreign-trade/balance/c0005.html
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The Top 5 Imports From Mexico To U.S. In 2014 Totaled More Than $127 Billion The Top 5 Imports From Mexico In 2014 Totaled Over $127 Billion
U.S. IMPORTS BY PRODUCT FROM MEXICO 2014 U.S. Imports by Products From Mexico 2014
Other Parts And Accessories Of Vehicles
39
Crude Oil
(In Billions of Dollars)
27.7 27
Trucks, Buses, And Special Purpose Vehicles
21
Passenger Cars, New And Used Computers
12.7
Electric Apparatus
12.6 12.1
Televisions And Video Equipment
11.5
Telecommunications Equipment
9.3
Engines And Engine Parts (Carburetors, Pistons, Rings, And Valves)
6.8
Industrial Machines, Other
Source: U.S. Census Trade, 2015 Source: U.S.Bureau, CensusForeign Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/product/enduse/imports/c2010.html https://www.census.gov/foreign-trade/statistics/product/enduse/imports/c2010.html
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The Top 10 U.S. Products Exported To Mexico In 2014 Totaled More Than $108 Billion The Top 10 U.S. Exports Products To Mexico In 2014 Totaled Over $108 Billion U.S. Exports by Products To Mexico 2014
U.S. EXPORTS BY PRODUCT TO MEXICO 2014 19.5
Other Parts And Accessories Of Vehicles
14.9
Electric Apparatus
(In Billions of Dollars)
14.6
Computer Accessories
14.3
Petroleum Products, Other
8.4
Plastic Materials Engines And Engine Parts (Carburetors, Pistons, Rings, And Valves)
8.0
Other Industrial Supplies
7.9
Minimum Value Shipments
7.0
Industrial Machines, Other
6.9
Semiconductors
6.8
Source: U.S. Census Bureau, Foreign Trade, 2015
Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/product/enduse/exports/c2010.html https://www.census.gov/foreign-trade/statistics/product/enduse/exports/c2010.html
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Based On 2014 Dollar Value, Mexico Was TheBasedTop Export Destination From Arizona On 2014 Dollar Value, Mexico Was The Top Export Destination From Arizona Top U.S. Exports (Origin of Movement) from Arizona
TOP U.S. EXPORTS (ORIGIN OF MOVEMENT) FROM ARIZONA
8,623
Mexico
(In Millions of Dollars)
2,254
Canada
1,101
United Kingdom
1,019
China
753
Germany
Source: CensusBureau, Bureau, Foreign Trade, Source: U.S. U.S. Census Foreign Trade, 2015 2015 www.census.gov/foreign-trade/statistics/state/data/az.html https://www.census.gov/foreign-trade/statistics/state/data/az.html
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From 2011 To 2014, The Arizona To Mexico Exports Dollar Value Increased By Approximately 43% From 2011 To 2014, The Arizona To Mexico Exports Dollar Value Increased By Approximately 43% Arizona to Mexico Exports From 2011-2014 Based on Dollar Value
ARIZONA TO MEXICO EXPORTS FROM 2011-2014 BASED ON DOLLAR VALUE 8,623 (In Millions of Dollars)
7,068 6,045
2011
6,291
2012
2013
Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/state/data/az.html Source: U.S. Census Bureau, Foreign Trade, 2015
https://www.census.gov/foreign-trade/statistics/state/data/az.html
2014
12
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In 2014, Civilian Aircraft, Engines And Parts Accounted For Nearly 11% Of Total Share In 2014, Civilian Aircraft, Engines, And Parts Accounted For Nearly By 11% OfArizona Total Share Products Exported By Arizona Products Exported Top 10 Arizona Export Products Based on 2014 Dollar Value
TOP 10 ARIZONA EXPORT PRODUCTS BASED ON 2014 DOLLAR VALUE 2,226
Civilian Aircraft, Engines, And Parts
2,178
Copper Ores And Concentrates
878
Processors And Controllers, Electronic Integ
(In Millions of Dollars)
749
Electronic Integrated Circuits, Nesoi
$2,226
629
Natural Gas, Gaseous Bomb Mines Ot Ammntion Projctions Etc And Par
413
Pt F Elect Appr F Elect Circt; F Elct Contrl
401
Millions of Dollars
345
Semicndctr Dvice Ex Photosensitive/Photovolta
271
Mach For Recp/Convr/Trans/Regn Of Voice/Image
233
Artificial Joints & Parts & Accessories Thero
Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/state/data/az.html Source: U.S. Census Bureau, Foreign Trade, 2015
https://www.census.gov/foreign-trade/statistics/state/data/az.html
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In 2014, Mexico More Than Doubled The Second Arizona Import Country (China) And Quadrupled The Third Highest Arizona Import Country (Canada) In Dollar Value In 2014, Mexico More Than Doubled The Second Arizona Import Country (China) And Quadrupled The Third Highest Arizona Import Country (Canada) In Dollar Value Top 5 Arizona Import Countries Based on 2014 Dollar Value
TOP 5 ARIZONA IMPORT COUNTRIES BASED ON 2014 DOLLAR VALUE 7,305
Mexico
(In Millions of Dollars)
2,708
China
1,561
Canada
Japan
Malaysia
Mexico $7,305
1,025
Millions of Dollars
898
Source: U.S. Census Bureau, Foreign Trade, 2015 Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/state/data/imports/az.html https://www.census.gov/foreign-trade/statistics/state/data/imports/az.html
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From 2011 To 2014, Arizona Imports From Mexico On Average Increased By 6% Yearly From 2011 To 2014, Arizona Imports From Mexico On Average Increased By 6.2% Yearly
ARIZONA IMPORTS MEXICO VALUE 2011-2014 Arizona ImportsFROM From Mexico BasedBASED on DollarON ValueDOLLAR 2011-2014 7,305 (In Millions of Dollars)
7,037 6,753
6,167
2011
2012
2013
2014
Source: U.S. Census Bureau, Foreign Trade, 2015
www.census.gov/foreign-trade/statistics/state/data/imports/az.html Source: U.S. Census Bureau, Foreign Trade, 2015 https://www.census.gov/foreign-trade/statistics/state/data/imports/az.html
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The Top 10 U.S. Imports To Arizona Accounted For Nearly 25% Of Total Share Imports The Top 10 U.S. Imports To Arizona Accounted For Nearly 25% Of Total Share Imports 10 U.S. Imports to Arizona Based on 2014 TOP 10 U.S. Top IMPORTS TO ARIZONA BASED ON Dollar 2014Value DOLLAR VALUE
897
Processors And Controllers, Electronic Integ
840
Airplane & Ot A/C, Unladen Weight > 15,000 Kg
523
Tomatoes, Fresh Or Chilled Machines For Man. Semicondutor Devices/Elec I
463
Fruits Of Genus Capsicum Or Pimenta, Fresh/Ch
462
(In Millions of Dollars)
400
Insulated Wiring Sets For Vehicles Ships Airc
343
Turbojet And Turboproller Parts Refined Copper Cathodes And Sections Of Catho
313
Gas Turbine Parts Nesoi
309 290
Elect Plugs & Sockets F Voltage Not Over 1000
Source: U.S. Census Bureau, Foreign Trade, 2015 Source: U.S. Census Bureau, Foreign Trade, 2015 www.census.gov/foreign-trade/statistics/state/data/imports/az.html https://www.census.gov/foreign-trade/statistics/state/data/imports/az.html
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Nafta For The Rest Of Us LET’S MAKE TRADE WORK FOR AS MANY OF US AS POSSIBLE North America’s trillion-plus dollars in annual NAFTA trade is a powerful economic force. Yet this trade can be tremendously controversial as well. This is because large firms in North America often benefit from NAFTA trade in far more visible ways than “the rest of us.” Predictably, debates on globalization, trade and income inequality become emotional and divisive rather than rational, inclusive, and strategic. Yet as we struggle to add well-paying jobs to our economy and diversify our economic options, numerous communities, businesses and individuals need and want to take greater advantage of the benefits of expanding North American trade. So, who are we talking about and what is holding “the rest of us” back?
• Border communities facilitate well over a trillion dollars in trade annually yet struggle with congested ports of entry, persistent poverty and increasing global competition. • Small- and medium-sized enterprises employ more workers than any other sector, yet only 1% of U.S. firms actually export and many are left out of the global value chain. • Institutions such as cross-border collaboratives, economic development organizations and others are the “connective tissue” of North America yet struggle for survival. • Tourists from the United States, Mexico and Canada comprise the three nations’ largest tourism markets yet battle with ports of entry congestion and a disappointing welcome. • Students are our future human capital and are key to our future economic development, yet North American student exchange is severely underdeveloped. • Consumers have enjoyed expanded choice in some areas due to NAFTA but still suffer from trade protectionism, monopolies and a wide array of policies that limit choice. • Wage earners struggle with wage stagnation and shrinking benefits when the global economy clearly is calling for added value rather than a race to the bottom on compensation. What We Will Do About It The North American Research Partnership has launched a new initiative called “NAFTA for the Rest of Us” which focuses on analyzing and developing both policies and actions needed to expand economic opportunity for a broad range of entities and individuals. The initiative will feature
• Advising and implementation of North American strategy for “the rest of us:” communities, small- and medium-sized enterprises, non-profits and others; • Reports, policy briefs, blog posts, a social media focus and stakeholder surveys on “NAFTA • for the Rest of Us” core issue areas; • Video interviews with subject matter experts as well as members of the abovementioned groups: small business owners, elected officials, tourists and students; and • Events focused on bringing attention to policy issues affecting these groups (including webinars and teleconferences). In an age of intensifying anxiety over economic inequality, globalization and related issues, we need to work to broaden the benefits of trade to build a real “NAFTA for the Rest of Us.” For more information on how you can participate in or support this initiative, contact Erik Lee, Executive Director, North American Research Partnership, tel. 858.449.3798, erik@naresearchpartnership.org.
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Mexican Visitor Expenditures In Arizona Are Projected To Reach $2.9 Billion In 2016 MEXICAN VISITOR EXPENDITURE ESTIMATES FOR 2013 AND PROJECTIONS FOR 2014-2016 MEXICAN VISITORS
2007-2008
2013
2014
2015
2016
ESTIMATED VISITORS
24,040
17,460
19,340
20,880
22,550
ESTIMATED PARTIES
13,690
9,480
9,960
10,470
11,030
ESTIMATED EXPENDITURES
2,688,670
2,260,630
2,455,410
2,670,260
2,907,340
Source: Economic and Business Research Center, Extending the Border Zone to the Entire State of Arizona, 2015 www.azmag.gov/Documents/EDC_2015-05-11_Extending-the-Border-Zone-to-the-Entire-State-of-Arizona.pdf
Exports Support Jobs for American Workers
g value of U.S. goods and services exports in 2014 U.S. Jobs Supported By Exports In 2014 Increased Exports Support Jobs for American Workers Since 2009 d by goods exports from Arizona in 2014
• $2.34 Trillion, Record-setting value of U.S. goods and services exports in 2014
• 93,354, U.S. jobs supported by goods exports from Arizona in 2014
U.S. JOBS SUPPORTED BY EXPORTS IN 2014 INCREASED BY 18% SINCE 2009
11.7
9.9
(In Millions) 2009
2014
Source: Office of Trade and Economic Analysis, International Trade Administration, U.S. Department of Commerce, 2015 www.trade.gov/mas/ian/statereports/states/az.pdf
International Trade Administration, U.S. Department of
ates/az.pdf
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Arizona’s Metropolitan Exports in 2013 METRO AREA
TOTAL MERCHANDISE EXPORTS
SHARE OF STATE EXPORTS
PHOENIX-MESA-SCOTTSDALE TUCSON YUMA SIERRA VISTA-DOUGLAS FLAGSTAFF
$11.5 BILLION $2.6 BILLION $460 MILLION $418 MILLION $254 MILLION
65.7% 14.8% 2.6% 2.4% 1.5%
Source: Office of Trade and Economic Analysis, International Trade Administration, U.S. Department of Commerce, 2015 www.trade.gov/mas/ian/statereports/states/az.pdf
7,488
Exports Sustain Companies Exported Arizona From Arizona Businesses Exports Sustain Arizona Businesses Exports Sustain Arizona Businesses in 2013
7,488From Companies 7,488 Companies Exported ArizonaExported in 2013 From Arizona in 2013
29%
88%
88%
SMALL-MEDIUM ENTERPRISE SHARE OF ARIZONA EXPORTERS (<500 EMPLOYEES)
SMALL-MEDIUM ENTERPRISE SHARE OF ARIZONA’S TOTAL MERCHANDISE EXPORTS IN 2013
Medium Enterprise Share of Arizona Exporters Small-Medium Enterprise Share of Arizona ExportersEnterprise Small-Medium Share of Arizona’s TotalShare of Arizona Small-Medium Enterprise Source: Office of Trade and Economic Analysis, International Trade Administration, U.S. Department of Commerce, 2015 www.trade.gov/mas/ian/statereports/states/az.pdf (<500 Employees) (<500 Employees) Merchandise Exports inMerchandise 2013 Exports in 2013
e of Trade and Economic Analysis, International Administration, U.S. Department Commerce, 2015 Source: Office of Trade and Trade Economic Analysis, International TradeofAdministration, U.S. Department of Commerce, 2015 trade.gov/mas/ian/statereports/states/az.pdf http://www.trade.gov/mas/ian/statereports/states/az.pdf
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Notes
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International Employers In Arizona By Size And Country Of Origin International Employers by Size and Country of Origin Page
APACHE
COCONINO
MOHAVE
Kingman
NAVAJO
$ e " !
Flagstaff
$ e " !
Sedona Lake Havasu City
Prescott
$ c " ! YAVAPAI
Payson
MARICOPA
Phoenix
$" a " ! ! $ a $ a " ! Maricopa
$ a " !
Gila Bend Yuma
GILA
$ c " !
LA PAZ
Florence
$ a " !
$ ` " !
PINAL
$ ` " !
YUMA
GRAHAM
$ a " ! Tucson
PIMA COCHISE Top Countries by Employment
Number of Employees
CANADA (18,272)
Unknown
GERMANY (9,749)
1 - 25
UNITED KINGDOM (8,358)
26 - 100
$ d " !
JAPAN (6,573) FRANCE (6,119)
While every effort has been made to ensure the accuracy of this information, the Maricopa Association of Governments makes no warranty, expressed or implied, as to its accuracy and expressly disclaims liability for the accuracy thereof.
101 - 250
MEXICO (6,056) OTHER (30,019)
SANTA CRUZ
Source: Dun & Bradstreet 2015
More than 250
0
10
County Boundary
20
40
60
80 Miles
Date: August 2015
Esri, HERE, DeLorme, MapmyIndia, © OpenStreetMap contributors, and the GIS I:\Projects\Employer\Analysis\Foreign_owned_2015\ForeignAnalysis\ForeignStateEmps.mxd user community
Indian Community Source: Maricopa Association of Governments
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EXCERPT FROM:
Extending the Border Zone to the Entire State of Arizona:
Estimated Expenditures and Economic Impact Simulations, 2013–2016 Alberta H. Charney, Ph.D. Alan Hoogasian, M.A., M.S
Report Submitted to: Maricopa Association of Governments
March 12, 2015 Economic and Business Research Center Eller College of Management University of Arizona Tucson Arizona 85721 0108
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Excerpt from Extending the Border Zone to the Entire State of Arizona: Estimated Expenditures and Economic Impact Simulations, 2013–2016 Executive Summary •
•
•
•
Every year, thousands of frequent, low-risk, shortterm visitors travel from Mexico into Arizona to conduct business, visit with family and friends, or shop at local stores—spending billions of dollars. Although these visitors have been pre-cleared through thorough background checks for frequent travel into the U.S., their U.S.-issued border crossing cards (BCCs) limit their travel in Arizona to 75 miles entering through Arizona’s land ports of entry—allowing visitors to travel about as far as the city of Tucson, with the exception of a 25-mile limit for visitors entering through the San Luis port of entry (Yuma region).
•
A resolution of support to extend the border zone from its current 75-mile zone to the entire state and to streamline the Mexican visa process at the land ports of entry is currently being supported by regional planning agencies1 throughout Arizona, including the Maricopa Association of Governments (MAG), as well as the Intertribal Council of Arizona and the city of Nogales, Arizona. Extending the zone for the BCC requires an administrative action by the U.S. Department of Homeland Security. The supporters of the proposal questioned what could happen if these legal visitors could bring their tourism dollars into all of Arizona, where they could go to shopping centers, attend Spring Training baseball games, or travel all the way up to Flagstaff or the Grand Canyon where they could spend more dollars.
state of Arizona. Since the late 1970s, the University of Arizona (UA) has conducted four extensive research studies that assess direct spending by Mexican visitors and estimate their total economic impact on Arizona. The last Mexican visitors study prior to this study was conducted in 2007-2008. This report outlines calculations of baseline expenditures of Mexican visitors to Arizona from 2013 to 2016, and provides “what if” scenarios of the effect of extending the border zone statewide. The “what if” scenarios include 1) An increase in all border crossers2 by three percent; 2) an increase in passenger crossers3 by three percent; and 3) increases of five percent, 10 percent and 15 percent in the number of Mexican travelers4 traveling north of the existing border zone. The UA utilized IMPLAN, a nationally recognized impact analysis model to estimate the economic impacts related to these scenarios.
•
The analysis used data and detailed characteristics of Mexican visitors and their spending obtained in a 2007-2008 Mexican visitors study conducted by the UA for the Arizona Office of Tourism. The first task was to build a model based on the 2007-08 survey to accurately estimate travel parties5 and expenditures, by port of entry and by destinationcounty; as a result, initial 2013 estimates of expenditures, by port of entry, and by destination-county, were made.
•
It can be reasonably assumed that spending increased in proportion to increases in per capita income6 in Mexico; Short-term trends were used to “project” border crossers for 2014 – 2016, by port of entry by mode, based on the growth rates in passenger crossers numbers from their trough to current levels for each port of entry.
In 2015, MAG requested that the UA conduct an economic impact analysis of Mexican spending resulting from extending the border zone to the entire
Central Arizona Governments (CAG), Flagstaff Metropolitan Planning Organization (FMPO), Pima Association of Governments (PAG), Southeastern Arizona Governments Organization (SEAGO), Western Arizona Council of Governments (WACOG) and Yuma Metropolitan Planning Organization (YMPO). 2 Refers to data provided by the U.S. Customs and Border Protection of all non-U.S. Citizens (representing Mexican citizens) crossing legally into Arizona through its southern ports of entry either by foot, in personal-owned vehicles, in buses, train, or in small private aircrafts. The percentage of non‐U.S. Citizens to total (U.S. and non‐U.S. Citizens) border crossings is assumed unchanged since the 2008 study. Arizona’s southern ports of entry include Douglas, Lukeville, Naco, Nogales (international airport, and Mariposa and DeConcini gateways), San Luis (commercial and passenger gateways), Sasabe, and Lukeville. 3 Mexican citizens crossing legally into Arizona through its six land ports of entry in personal-owned vehicles, and buses. 4 Mexican citizens crossing legally into Arizona through its air and land ports of entry. 5 Group of people traveling together on a trip under a single or pooled budget. Example is a family of two parents and three children. 6 Measured as annual compounded average growth in per capita Mexican Gross Domestic Product (1.74 percent), a proxy for income growth in Mexico. 1
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Excerpt from Extending the Border Zone to the Entire State of Arizona: Estimated Expenditures and Economic Impact Simulations, 2013–2016 •
•
•
•
•
Total 2013 border crossers to Arizona are 27.4 percent below the 2007-08 levels. Strong recent trends in passenger crossers, particularly through the ports of San Luis and Nogales, result in a projected average annual compounded growth rate for border crossers of almost 9 percent between 2013 and 2016.
U.S. State Department’s consulates and embassies in Mexico in fiscal year 2013 were for BCCs7.
The total number of travel parties fell by almost 31 percent between 2007-08 and 2013, more than the reduction in all border crossers. This is because the number of pedestrian crossers fell dramatically, particularly in Nogales, and pedestrians have a smaller travel party size. Therefore, the 44 percent fall in pedestrian crossers translates into a decrease in travel parties that is larger than the decrease in total border crossers. Annual spending of Mexican visitors to Arizona declined to $2.257 billion in 2013 – approximately $431 million lower than the 2007–2008 levels, due to the recession and effects of heightened travel and border security measures. Based on a 9 percent projected annual increase in passenger crossers and the small assumed 1.74 percent annual increase in per party expenditures, estimated total expenditures grew 6.9 percent annually from 2013 to 2016. The total direct and indirect jobs impact of these estimated expenditures were 23,076 in 2013, and 25,064, 27257, and 29,677 in 2014–2016. The projected baseline expenditures for 2014, 2015 and 2016 were used to assess the economic impacts of the “what if” scenarios of extending the border zone statewide.
•
The proposed change would allow pre-cleared Mexican visitors holding a BCC, which currently acts as a visa document, to travel beyond Tucson without having to fill out an additional paper I–94 form and provide flexibility to spend their tourist dollars throughout Arizona, invigorating tourismsensitive economies in both rural and urban regions of the state. Analysis of border crossings during the 1999 border zone extension in Arizona from 25mile to 75-mile indicates an increase of under 3.9 percent in border crossings between 1998 and 1999 (year prior to the extension) compared to between 1999 and 2000 (the year following the change).
•
The most recent border zone expansion occurred in 2013 in the state of New Mexico, which extended its border zone from 25 miles to 55 miles. Analysis of border crossings right after the extension indicates crossings (including through the El Paso port of entry) were 4.2 percent higher during the year after the border expansion than the year prior to the border expansion.
•
Three “what if” scenarios were run: an increase in all border crossers by 3 percent; an increase in passenger crossers by 3 percent; and increases of 5 percent, 10 percent and 15 percent in the number of Mexican visitors traveling to the north of the existing border zone.
•
Overall this report concludes that extending the border zone to the entire state of Arizona could:
Extending the border zone will affect more than 1 million Mexican visitors who have been issued a BCC over the last 10 years in Nogales and Hermosillo, the two closest cities to Arizona located in the state of Sonora. This group represents a significantly large population who could positively impact Arizona’s economy. Nearly 1.5 million of the 1.7 million visa applications adjudicated at the
•
•
Generate up to $181 million in additional estimated spending and 2,179 additional jobs in 20168 Bring the total projected spending of Mexican visitors to Arizona to nearly $3.1 billion and a total jobs impact of 31,856. These numbers are expected to move with the Mexican economy.
U.S. State Department Hearing on Border Security – 2013. Based on a scenario of a three percent increase in border crossings resulting from the positive message the extension would send, and a 15 percent increase in passenger crossings who decide to travel north of the 75-mile border zone due to the extension 7 8
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Excerpt from Extending the Border Zone to the Entire State of Arizona: Estimated Expenditures and Economic Impact Simulations, 2013–2016
Summary Table: Total Effects Of Potential Spending By Mexican Visitors Due To Proposed Border Zone Extension BASELINE IMPACTS OF 2016 PROJECTIONS OF MEXICAN VISITORS SPENDING Spending baseline projections Expected jobs created from baseline spending
2,907,340,000 29,677
ADDITIONAL SPENDING BY MEXICAN VISITORS DUE TO PROPOSED BORDER ZONE EXPANSION - BEST CASE SCENARIO, 2016
75,350,000 105,870,000 181,220,00
A 3 percent increase in total border crossers A 15 percent increase in passenger crossers traveling farther north Total potential spending
JOBS EFFECTS OF ADDITIONAL SPENDING
769 1,410 2,179
A 3 percent increase in total border crossers A 15 percent increase in passenger crossers traveling farther north Total Jobs effect
TOTAL EFFECT OF POTENTIAL SPENDING BY MEXICAN VISITORS DUE TO PROPOSED BORDER ZONE EXTENSION, 2016 Spending - baseline projections and additional spending Expected jobs created from baseline projections and additional spending
3,088,560,000 31,856
U.S. State Department Hearing on Border Security – 2013. Based on a scenario of a three percent increase in border crossings resulting from the positive message the extension would send, and a 15 percent increase in passenger crossings who decide to travel north of the 75-mile border zone due to the extension 7 8
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MILLENNIALS MAINSTREAMING MESSAGING
“We appreciate and commend the Arizona Hispanic Chamber for publishing its 19th annual DATOS report. Accurate, reliable data is essential to more deeply understanding our diverse communities’ strengths and assets as well as their needs and vulnerabilities. As a statewide philanthropy, we support innovative new ideas and culturally competent programs that bring positive, lasting change where it’s needed most. Having access to this data and confronting indisputable facts allows us to better understand and serve a critically important and rapidly growing part of our population, inspire sound policy options, and organize our funding and initiatives in ways that are responsive to the needs of our diverse state.” —Steve Seleznow, President & CEO, Arizona Community Foundation
U.S. Hispanic Market Growing Less ‘Niche’ And More ‘Mainstream’ In an era when the nation’s top 500 advertisers are spending more than $7.1 billion a year on media targeted at the Hispanic market, grasping the nature and nuances of the country’s largest minority group is more important than ever.
Spanish-language usage tied to their generation or country of origin. According to Elizabeth Ellers, executive vice president of Corporate Research at Univision, marketers too often fail to understand that “language use and acculturation are not synonymous, and the process of acculturation is fluid.”
There are 55 million Latinos in the United States, accounting for 17 percent the nation’s population and nearly half of U.S. growth since 2010.
Acculturation is what results when two different cultures come into contact, Ellers writes. That interaction is also multidimensional, she adds, and depends on whether the different groups are comparatively young or old, native or foreign-born, single or married and so forth.
According to Advertising Age Magazine, which recently published its annual Hispanic Fact Pack: “More than 25 percent of the U.S. population under the age of 10 is Hispanic, and so are more than 20 percent of millennials.” The magazine adds, “Hispanics continue to be more digital than their non-Hispanic counterparts…playing video games and accessing the internet on a tablet or phone.”
“Language is just one of a number of dimensions on which Hispanics, and other ethnic groups, adapt to the prevailing U.S. culture,” says Ellers, who cites Supreme Court Justice Sonia Sotomayor’s comment: “Although I am an American, love my country and could achieve its opportunity of succeeding at anything I worked for, I also have a Latina soul and heart, with the magic that carries.”
In short, Hispanics are real players in today’s consumer market and their relative youth foreshadow their growing influence. Reaching this fast-changing Hispanic market requires clear and authentic marketing campaigns, say experts. Long gone are the days when a company’s advertising arm could simply translate English ads into Spanish and expect to reach and resonate with Hispanic consumers.
Steve Barrett of PRWeek magazine insists that. “Demographics and purchasing power make this diverse population [Hispanics] more than a niche to advertisers.”
“Often, when translated into Spanish, an American message turns offensive, silly or meaningless,” says Mayté Sera Weitzman, a Houston public relations consultant who was born in Mexico to Cuban parents, raised in the United States is and married to an Argentinian.
In 2015, the spending power of the Hispanic market will reach $1.5 trillion, a figure roughly equivalent to the gross domestic product of Spain. Meanwhile, there are now more Spanish speakers in the United States than in any country on earth, except Mexico.
For example, the highly successful U.S. ad campaign, “Got Milk”, translated into “Are you lactating?” to Mexican audiences.
“Latinos are no longer a subset of the market: they are a significant player in their own right,” said Barrett. “Connecting with Hispanic audiences is critical for all brands if they want to grow over the next decade.”
Latino audiences expect advertising to focus on Hispanic cultural values and an understanding of the differences in
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You Know You’re A Diverse Millennial If… Even more diverse than millennials are the youngest Americans: those younger than 5 years old. In 2014, this group became majorityminority for the first time, with 50.2 percent being part of a minority race or ethnic group.
• You were born between 1982 and 2000 • You are one of the 83.1 million that makes up ¼ of the U.S. population • You are a part of the 44% of minorities that make up the U.S. millennial population
Source: U.S. Census, 6/25/15
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CASE STUDY
D-Backs Give Back With Play Ball Uniform Program Over the last five years, organized youth baseball and softball leagues in Arizona have declined at an alarming rate. Sadly, leagues in economically depressed areas are the first to succumb to the financial crisis. To better understand the situation, the D-backs met with representatives from 25 youth leagues to assess participation, financials, and volunteer leadership. Through the process, the Arizona Diamondbacks learned that player uniforms are a primary expense for each league - creating a financial burden that is often hard to afford. Immediately, the D-backs team began to assess the possibility of funding D-backs uniforms for the most at-risks leagues. Although the preliminary decision was simple, the D-backs decided to address the needs of as many leagues as pos-
to host teams for D-backs games and serve as a team liaison
sible – accepting an astounding 62 leagues into the program
for the league throughout the season. Even more important
in 2015. To keep baseball and softball alive and assist fi-
is ensuring youth leagues, developing our future players, are
nancially strapped youth leagues from across Arizona, more
sustainable. Nearly half of the 62 leagues were identified as
than 30,000 baseball and softball players and coaches
financially unstable.
started the 2015 season wearing their very own D-backs uniforms provided by the Arizona Diamondbacks Founda-
The D-backs Give Back Play Ball Uniform Program proved
tion. The uniform donation was such a boost to local leagues
to be the answer in reducing league uniform costs. Leagues
that many leagues experienced increased interest and en-
were able to re-allocate funds to make field improvements,
rollment - due to the excitement of the big league D-backs
create self-sustaining snack bars and reduce registration
uniforms.
In a few cases league leadership even chose to
fees – resulting in a 20 percent increase in participation. In
pass on savings and decrease league enrollment fees to at-
addition, the D-backs encouraged league collaboration on
tract new families.
best practices in reducing costs, recruiting volunteer leadership, marketing to families, and collecting used equipment
Simply stated, the Arizona Diamondbacks Foundation has
for leagues unable to buy new equipment. The total impact
saved 62 youth baseball and softball leagues the cost of
of the Program is estimated at a reduced cost to leagues of
jerseys and hats.
over $750,000.
In 2015, an investment of $750,000
more than 30,000 D-backs baseball and softball uniforms
The investment resulted in urban league’s being saved from
to players and coaches in 62 different leagues. Fry’s Food
collapse. The quality uniforms, in 68 different color combina-
Stores, Tide, and Western Refining assisted the Arizona Dia-
tions, inspire T-ball kids to high school athletes to feel like
mondbacks Foundation with $300,000 in charitable support
their “Big League Dream” is in reach while increasing fan
to cover the costs of the statewide initiative. To further de-
affinity and D-backs game attendance through group sales.
velop relationships with the leagues and ensure success of
Due to financial need and popular demand, the program will
the program, D-backs executives, staff, and alumni attended
expand in 2016 reaching 40,000 kids and coaches in 75
Opening Ceremonies, while D-backs personnel volunteered
leagues from across Arizona.
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Photos Courtesy of D-backs
covered the cost to manufacture, warehouse, and distribute
healthcare reform, and high unemployment. This evolving landscape has shaped the way that this segment views the world around them. In this first wave of research we wanted to gain a deeper influence T H understanding E S T A T on E how O Fthese A challenges R I Z O N A ’ S the H worldview I S P A Nof IHispanic C M Millennials, A R K E T and how these perceptions are different from those of older Hispanic segments as well as their inTroduCTion non-Hispanic counterparts. By diving into the mindset of Hispanic Millennials, brands will be SECTION III SEGMENTATION CHAPTER 12 MILLENNIALS able to gain a deeper understanding on how to message them and engage with them in a more culturally and psychographically relevant way. This first wave of research dives into the background following topics with respect to Hispanic Millennials: •
Perception on the direction of the U.S.
•
Beliefs in the American Dream
•
Definitions of success
•
Contribution to the household
The Hispanic Millennial Project (HMP) is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The study aims to develop a better understanding of Hispanic Millennials living in the United States and dig deeper into segmentation, points of tension, and differences between U.S.-born vs. foreign-born Hispanic Millennials. The study and research will be conducted and released in waves in 2014 and early 2015, where each wave will focus on a different topic relevant to this segment.
objectives
Key findings
The Hispanic Millennial Project will provide insights into critical questions regarding Hispanic Millennials, including: •
How Hispanic Millennials differ from “mainstream” Millennials
• the How U.S. Hispanic Millennials are from other Millennials Hispanic cohorts They are more satisfied with the direction of compared todifferent non-Hispanic •
The digital behavior and motivations of Hispanic Millennials
•
An introduction of potential Hispanic Millennial segments
They are more driven by the “American Dream” compared to non-Hispanic Millennials
Hispanic Millennials are more invested in higher education than non-Hispanic Millennials Despite their foreign-born heritage, foreign-born Hispanic Millennials want to fit into the mainstream demographic Trends
Millennials are contributing to the Hispanic Millennials Hispanic make up the second largest Hispanic cohort living in themore United States. In 2013, Hispanic Millennials accounted for 25% of all Hispanics. They also account for a sizeable proportion of all Millennials. Out of all Millennials living in the United States, 21% were identified as being Hispanic.
household expenses compared to non-Hispanic Millennials
Hispanic Millennials are more attracted to owning their own business than non-Hispanic Millennials 2013 Hispanic population by Generation
Z (Hispanic) Wave Generation 1: Introducing Hispanic Millennials 33%
H i s pa n i c M i l l e n n i a l p r o j e c t
/3
25%
Generation Y (Hispanic millennials)
Hispanic Millennials identified Apple as the brand that was most associated with success 20%
Generation X (Hispanic)
17%
Baby Boomers (Hispanic)
Walmart was4% seen as the brand that did the best job of communicating with Hispanic Millennials
Silent Generation (Hispanic) (Hispanic) Greatest Generation
0%
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
demographic Trends
Hispanic Millennials now make up the majority of Millennials in key DMA’s.
Hispanic Millennials make up the second largest Hispanic cohort living in the United States. In 2013, Hispanic Millennials accounted for 25% of all Hispanics. They also account for a sizeable proportion of all Millennials. Out of all Millennials living in the United States, 21% / 8 were identified as being Hispanic.
% Hispanic Millennial/Total dMA Millennial Population
nic Millennial project 50%
58%
50%
41% 28%
93%
25%
32%
31%
33%
58% 32%
2013 Hispanic population by Generation 35% 18%
33%
Generation Z (Hispanic)
14%
25%
Harlingen-Weslaco-Brownsville-McAllen
Generation Y (Hispanic millennials)
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
20%
Generation X (Hispanic)
17%
Baby Boomers (Hispanic) Silent Generation (Hispanic)
4%
(Hispanic) Greatest Generation
0%
Source: Geoscape, 2013-2018 State Hispanic Gen Y population American Marketscape DataStream™ 2013 Series
Hispanic Millennials now make up the majority of Millennials in key DMA’s.
Source: www.hispanicmillennialproject.com/
% Hispanic Millennial/Total dMA Millennial Population
H i s pa n i c M i l l e n n i a l p r o j e c t
93%
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50%
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31%
33%
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35% 18%
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Wave 2: Hispanic Millennials and Healthcare By diving into the mindset of Hispanic Millennials on the topic of health, health-related brands will be able to gain a deeper understanding of how to message to them and engage with them in a 1: culturally relevant way. The second wave of research dives into the following topics with WAVE INTRODUCING HISPANIC MILLENNIALS Hispanic Millennials in the U.S. have come of age respect to Hispanic Millennials: Key THeMes & insigHTs facing the effects of the Great Recession, the war on terror, major health-
care reform, and high unemployment rates. At the same time, Hispanics have become more influential in terms of wealth, educational attainment, and politics. The first wave of the Hispanic Millennial Project analyzes how these changes have transformed Hispanic Millennials’ world• Attitudes about health and wellness views and compares their attitudes to those of non-Hispanic Millennials. Understanding these nuances can allow brands to better message Hispanics and to engage with this growing audience on a • Beliefs about diet and exercise Hispanic more culturally relevant level. Millennials are More optimistic
• Adoption of Hispanic health-related Millennialstechnology are more positive about the direction of the United States compared toMILLENNIALS non-Hispanic Millennials and older Hispanics WAVE 2: HISPANIC AND • Healthcare insurance knowledge HEALTHCARE and enrollment
The second wave of the Hispanic Millennial Project focuses onhas healthcare. analyzes Hispanics’ attitude on toward Despite the hardships that this generation faced, the Itoutlook of Hispanic Millennials the health, well• Attitudes Affordable Care ness, nutrition, andtowards exercise. The study alsoStates dives intoAct Hispanic Millienials’ perceptions of health-related health directionthe of the United remains optimistic. When asked, “How satisfied are you withtechnology, the insurance, and the Affordable Care Act. This wave reveals that Hispanic Millennials are at the forefront of the health tech direction that the U.S. is going in?”, 63% of Hispanic Millennials indicated that they were either “craze” across the nation, but that their cultural views on health still nuanced, while still rooted in traditions from older Hispanic “Very Satisfied” or “Somewhat Satisfied” with the current direction of the U.S. This is noticeably generations. different from the response of non-Hispanic Millennials, where only 39% indicated that they were either “Very Satisfied” or “Somewhat Satisfied” with the current direction of the country.
KEY FINDINGS
How satisfied are you with the direction that the U.S. is going in?
RESULTS OF TOP 2 compared BOX: Completely Agree/Somewhat Agree They rate their overall health more positively to non-Hispanic Millennials.
69% They define health as having a good diet, feeling good, and exercising. 63%
60%
57%
They report lower levels of stress compared to non-Hispanic Millennials. 39%
41%
Diabetes is the illness that they are most concerned about getting in the future. Hispanic Millenials
nonHispanic
Hispanic Millenials
Hispanic Millenials
Millenials exercise and U.s. Born Foreign Born They maintain their health through having a proper diet.
Hispanic 35-64 U.s. Born
Hispanic 35-64 Foreign Born
They consult both their doctor and the Internet when seeking health-related information or advice. Compared to non-Hispanic Millennials, they are more likely to resist seeing a doctor unless it’s absolutely necessary. When they consult a doctor, they are more likely to get a second opinion compared to non-Hispanic Millennials. They have adopted technology into their health maintenance. H i s pa n i c M i l l e n n i a l p r o j e c t
Compared to non-Hispanic Millennials, they are more in favor of the Affordable Care Act.
Source: www.hispanicmillennialproject.com/
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WAVE 3: HISPANIC MILLENNIALS AND FINANCIAL SERVICES
In the third wave, the Hispanic Project examines Hispanics’ perceptions of financial services during the “too big to Key THeMes &Millennial insigHTs fail” era.Overall, the Hispanic Millennial is pragmatic when it comes to finances—perhaps largely in Althoughresponse a significant percentage Hispanic Millennials earn below U.S. median household they are selfto having come of of age during a recessionary periodtheand due to cultural normsincome, of being supporting, proactive savers, and often contribute significantly to overall household incomes. stable providers for family. Below are the emerging themes and key insights pertaining to financial The study challenges misperceptions aboutthat howHispanic Hispanics handle finances, and reveals that this group is pragmatic with services that support the finding Millennials are responsible financially: money. Overall, this wave analyzes how cultural norms,the effects of the Great Recession and technology affect the way HisHispanic Millennials are More optimistic panic Millennials approach finances and relationships with banks. Hispanic Millennials are more positive about the direction of the United States compared to non-Hispanic Millennials and older Hispanics
Despite the hardships that this generation has faced, the outlook of Hispanic Millennials on the direction of the United States remains optimistic. When asked, “How satisfied are you with the direction that the U.S. is going in?”, 63% of Hispanic Millennials indicated that they were either “Very Satisfied” or “Somewhat Satisfied” with the current direction of the U.S. This is noticeably different from the response of non-Hispanic Millennials, where only 39% indicated that they were either “Very Satisfied” or “Somewhat Satisfied” with the current direction of the country.
How satisfied are you with the direction that the U.S. is going in? RESULTS OF TOP 2 BOX: Completely Agree/Somewhat Agree
69%
63%
60%
57% 41%
39%
Hispanic Millenials
nonHispanic Millenials
Hispanic Millenials U.s. Born
Hispanic Millenials Foreign Born
Hispanic 35-64 U.s. Born
Hispanic 35-64 Foreign Born
WAVE 4: FOOD, BEVERAGE AND ALCOHOL
The fourth wave of the Hispanic Millennial Project focuses on Millennial attitudes, behaviors and preferences for Food, Beverages and Alcohol. Among the key findings, we learn that although Hispanic Millennials are less likely to conduct research or use coupons, they are actively involved in grocery shopping. Leveraging the insights found in our research, we have identified a list of five important H i s p aimplications n i c M i l l e n nfor i a l marketers. project /9 The study looks not only at deep cultural roots, but also at how we define ourselves, socialize and how we share our most meaningful experiences. This wave confirms some traditional beliefs that align with the general market, but also exposes some unexpected conflicts within this crucial segment of the total market.
Source: www.hispanicmillennialproject.com/
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Key THeMes & insigHTs
Hispanic Millennials are More optimistic Hispanic Millennials are more positive about the direction of the United States compared to non-Hispanic Millennials and older Hispanics Despite the hardships that this generation has faced, the outlook of Hispanic Millennials on the direction of the United States remains optimistic. When asked, “How satisfied are you with the direction that the U.S. is going in?”, 63% of Hispanic Millennials indicated that they were either “Very Satisfied” or “Somewhat Satisfied” with the current direction of the U.S. This is noticeably different from the response of non-Hispanic Millennials, where only 39% indicated that they were either “Very Satisfied” or “Somewhat Satisfied” with the current direction of the country.
How satisfied are you with the direction that the U.S. is going in? RESULTS OF TOP 2 BOX: Completely Agree/Somewhat Agree
69%
63%
60%
57% 41%
39%
Hispanic Millenials
nonHispanic Millenials
Hispanic Millenials U.s. Born
Hispanic Millenials Foreign Born
Hispanic 35-64 U.s. Born
H i s pa n i c M i l l e n n i a l p r o j e c t
Hispanic 35-64 Foreign Born
/9
Source: www.hispanicmillennialproject.com/
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The Hidden Millennial segment: foreign-born Hispanic Millennials This little known segment differs in numerous ways from their U.S. born counterparts Most research fails to separate foreign-born and U.S. born Hispanic Millennials, and very little research has been published comparing the two groups. This is surprising, considering that foreign-born Hispanic Millennials make up between 42% and 44% of the total Hispanic Millennial population. While foreign-born Hispanic Millennials share some similarities with their U.S. born counterparts, our research provides a first glimpse into what is a separate and distinct segment. Despite their foreign-born heritage, foreign-born Hispanic Millennials (FBHM) want to fit into the mainstream. This is a group of Hispanic Millennials that challenges the popular belief that younger Hispanics want to “stand out” from the American mainstream culture. When compared to U.S.-born Hispanics, FBHM agree significantly more with the statement “I want to fit into the mainstream.”
i want to fit into the mainstream 56% 40%
Hispanic Millenials Foreign Born
Hispanic Millenials US Born
Non-Hispanic Millenials
30%
Hispanic Millenials
55%
Hispanic 35 – 64 Foreign Born
46%
Hispanic 35 – 64 US Born
49%
Also, unlike U.S. born Hispanic Millennials, a strong majority of foreign-born Hispanic Millennials (62%) indicate that religion plays a big part in their lives. They have much more traditional views on marriage (56% indicate marriage should be between a man and a woman) and drugs (only 43% think marijuana should be legalized).
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 10
Source: www.hispanicmillennialproject.com/
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U.S. BORN HISPANIC MILLENNIALS
FOREIGN-BORN HISPANIC MILLENNIALS
Religion plays a big part in my life
44%
62%
Marriage should b/w man & woman
37 %
56%
Marijuana should be legalized
53%
43%
Want to fit in with mainstream
46%
56%
Being happy with yourself, regardless of what you have
46%
34%
Being passionate about what you do for a living
34%
24%
Having children
37 %
13 %
Making a difference in peopleâ&#x20AC;&#x2122;s lives
26%
37 %
Being wealthy
23%
13 %
Owning a home
49%
62%
Getting an advanced degree
39%
50%
Graduating from 4-year college
35%
50%
Being able to travel to nice places
37 %
26%
Meaning of American Dream
Strong Indicators of Success
Surprisingly, foreign-born Hispanic Millennials are less likely to associate being wealthy, having children, and being passionate about what you do for a living as their definition of the American Dream, which differs markedly with their U.S. born counterparts. FBHM see success as defined by owning a home and less as being able to travel to nice places. Most interestingly, FBHM are driving the emphasis on education among Hispanic Millennials, with 50% viewing graduating from college and getting an advanced degree as part of their American Dream.
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 11
Source: www.hispanicmillennialproject.com/
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Heightened importance of Higher education Hispanic Millennials are more invested in higher education than non-Hispanic Millennials Hispanic Millennials place heightened value on higher education. When asked if graduating from a four-year college is a future goal, 46% of Hispanic Millennials indicated that it was a goal compared to only 31% of non-Hispanic Millennials. This trend continues when looking at obtaining an advanced degree (Master’s or PhD), where 45% of Hispanic Millennials indicated that this was a goal compared to 33% of non-Hispanic Millennials. The importance of higher education increases when looking at foreign-born Hispanic Millennials, where 51% indicated that graduating from a four-year college was a goal and 57% indicated that they would like to earn an advanced degree (Master’s or PhD).
Future Goal: Getting an advanced degree (Master’s or phD)
Future Goal: Graduate from a 4-year college
H i s pa n i c M i l l e n n i a l p r o j e c t
24%
24%
Hispanic 35 – 64 Foreign Born
Hispanic Millenials Foreign Born
Hispanic Millenials US Born
Non-Hispanic Millenials
17%
Hispanic Millenials
Hispanic 35 – 64 US Born
22%
40%
Hispanic 35 – 64 US Born
33%
Hispanic 35 – 64 Foreign Born
44%
Hispanic Millenials Foreign Born
Non-Hispanic Millenials
Hispanic Millenials
31%
Hispanic Millenials US Born
46%
57% 45%
51%
/ 12
Source: www.hispanicmillennialproject.com/
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Hispanic Millennials Continue To believe in and be driven by The “american dream” Hispanic Millennials are more driven by the “American Dream” compared to nonHispanic Millennials Hispanic Millennials still believe in and strive for the “American Dream.” When asked how much they agree with the statement, “The ‘American Dream’ is something I believe in,” 71% indicated that they either “Completely Agree” or “Somewhat Agree” with this statement and 67% indicated that it is something that they strive for. This contrasts with non-Hispanic Millennials, where only 55% indicated that they believe in the “American Dream” and only 54% stated that it is something they strive for.
The “american dream” is something i believe in RESULTS OF TOP 2 BOX: Completely Agree/Somewhat Agree
73%
71%
65%
70%
68%
55%
Hispanic Millenials
NonHispanic Millenials
Hispanic Millenials U.S. born
Hispanic Millenials Foreign born
Hispanic 35-64 U.S. born
Hispanic 35-64 Foreign born
The “american dream” is something i strive for RESULTS OF TOP 2 BOX: Completely Agree/Somewhat Agree
67%
69%
66%
64%
60%
54%
VV
Hispanic Millenials
NonHispanic Millenials
Hispanic Millenials U.S. born
Hispanic Millenials Foreign born
Hispanic 35-64 U.S. born
Hispanic 35-64 Foreign born
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 13
Source: www.hispanicmillennialproject.com/
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There is also a difference in how the two segments define the “American Dream.” When asked to define what the “American Dream” means to them, 52% of Hispanic Millennials defined it as being financially comfortable, whereas 53% of non-Hispanic Millennials defined it as owning a home.
Hispanic Millennials
Non-Hispanic Millennials
Hispanic Millennials US Born
Hispanic Millennials Foreign Born
Being Financially comfortable
52%
48%
55%
46%
owning a home
48%
53%
50%
43%
Being able to take care of/provide for my family
46%
52%
47%
44%
Being happy with yourself, regardless of what you have done
43%
47%
46%
34%
Having a respectable job
38%
31%
38%
39%
Being passionate about/enjoying what you do for a living
31%
32%
34%
24%
Having children
31%
35%
37%
13%
Making a difference in people’s lives
29%
26%
26%
37%
Being married
29%
35%
36%
12%
owning a business
24%
11%
22%
31%
Being able to travel to nice places
23%
17%
25%
17%
Graduating from a 4-year college
22%
16%
24%
18%
Having a certain salary
22%
14%
22%
23%
Being wealthy/rich
20%
15%
23%
13%
owning a nice/expensive car
15%
13%
17%
11%
Getting an advanced degree (Masters or phD)
14%
7%
13%
16%
H i s pa n i c M i l l e n n i a l p r o j e cWhite t does not include African-Americans, Asians and other ethnic groups *Non-Hispanic
/ 14
Source: www.hispanicmillennialproject.com/
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success Through The lens of Hispanic Millennials A detailed view into what “Real Success” looks like for Hispanic Millennials vs. Non-Hispanic Millennials Owning a Home - When it comes to distinguishing what the real indicators of success are for Hispanic Millennials, the white picket fence resonates for this segment. When asked what are some of the strongest indicators of success, Hispanic Millennials were more likely to agree versus non-Hispanics that owning a home was a top indicator of success. Higher Education - There is also a significant difference when it comes to the importance of higher education. 42% of Hispanic Millennials vs. 23% of non-Hispanic Millennials believed that getting an advanced degree was a strong indicator of success. Owning a Business - The value placed on owning a business sets Hispanic Millennials apart from their non-Hispanic cohorts: 47% of Hispanic Millennials see owning a business as an indicator of success versus 23% of non-Hispanic Millennials.
HISPANIC MILLENNIALS
HISPANIC 35+
Owning a home
53%
42%
Having a respectable job
49%
38%
Owning a business
47%
23%
Getting an advanced degree
42%
23%
Graduating from 4-year college
39%
25%
Reasons they won’t get a 4-year degree (Too many other things to worry about)
41%
30%
Plan on getting a graduate degree
84%
57%
Living with parents/family permanent (Move out in the next year)
24%
8%
Living with parents/family permanent (Move out in the next 2–4 years)
38%
50%
Do you contribute to HH’s finances?
22%
9%
Strong Indicators of Success
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 15
Source: www.hispanicmillennialproject.com/
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Hispanic Millennials less likely to live with Parents and Have Plans to stay Non-Hispanic Millennials are slightly more likely to live with their parents compared to Hispanic Millennials. When asked, “Do you rent or own the place where you currently live?” 20% of nonHispanic Millennials specified that they lived with their parents compared to 17% of Hispanic Millennials. Non-Hispanic Millennials also indicate that they are planning to reside with their parents for a longer period of time. When asked if their living arrangement was a temporary or permanent situation, only 8% of non-Hispanic Millennials specified that they would be moving out in the next year compared to 24% of Hispanic Millennials. Majority of non-Hispanic Millennials indicated that they would be moving out in the next two to four years.
Do you rent or own the place where you currently live? 50% 40%
46%
42%
30%
Hispanic Millenials
38% 32%
20% 17%
10%
20%
NonHispanic Millenials
0% Rent
Own
Live with my parents/family
Live in dormitory/at school
Other
Is this a temporary or permanent situation? 60% 50%
50%
Hispanic Millenials
40% 38%
30% 20%
24%
10%
12%
8%
0%
Temporary, will move out in the next year
20%
15% 5%
Temporary, will move out in the next 2 to 4 years
Temporary, will move out 5 or more years from now
18%
9%
Permanent
H i s pa n i c M i l l e n n i a l p r o j e c t
NonHispanic Millenials
Not sure
/ 16
Source: www.hispanicmillennialproject.com/
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re-evaluating the decision Maker in The Hispanic Household Hispanic Millennials are contributing more to the household expenses compared to non-Hispanic Millennials For those Hispanic Millennials that do live with their parents, they are bigger financial contributors to household expenses than their non-Hispanic counterparts. When surveyed, 30% of Hispanic Millennials reported that they contribute either half or the majority of their finances to household expenses compared to only 9% of non-Hispanic Millennials. In contrast, 30% of non-Hispanic Millennials reported that they do not contribute at all financially to household expenses.
Hispanic Millennials Contribution to Household
I dont contribute financially
30%
14%
33%
I contribute minimally
I pay less than half of the household expenses (including rent/mortgage)
NonHispanic Millenials
27% 14%
I pay for about half of the household cost (including rent/mortgage) I pay for all or the majority of the household cost (including rent/mortgage)
43%
Hispanic Millenials
9% 22%
0 8%
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 17
Source: www.hispanicmillennialproject.com/
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Hispanic Millennials: entrepreneurial at Heart Hispanic Millennials are more attracted to owning a business than non-Hispanic Millennials Hispanic Millennials perceive owning a business as a strong indicator of success and as a future goal. When asked if “Owning your business” was an indicator of success, 47% of Hispanic Millennials indicated that it was a strong indicator, with 48% noting that it was a future goal. This is in stark contrast to non-Hispanic Millennials, where only 23% specified that owning a business was a strong indicator and 61% stated that it was not a future goal for them. When comparing U.S.-born Hispanic Millennials to foreign-born Hispanic Millennials, foreign-born Hispanic Millennials are even more entrepreneurially focused. When surveyed, 54% of foreign-born Hispanic Millennials stated that it was a strong indicator of success and 57% specified that it was a future goal for them.
40%
57%
44% 31%
H i s pa n i c M i l l e n n i a l p r o j e c t
Hispanic Millenials Foreign Born
Hispanic Millenials US Born
Hispanic Millenials
Hispanic 35 – 64 Foreign Born
Hispanic Millenials Foreign Born
Hispanic Millenials US Born
Non-Hispanic Millenials
45% 29%
26%
23%
Hispanic Millenials
48%
Hispanic 35 – 64 Foreign Born
54%
Non-Hispanic Millenials
45%
Hispanic 35 – 64 US Born
47%
Future Goal: owning a business
Hispanic 35 – 64 US Born
indicator of success: owning a business
/ 18
Source: www.hispanicmillennialproject.com/
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brands THaT resonaTe WiTH HisPaniC Millennials
apple Most associated with success Among Hispanic Millennials, Apple was the brand that was most associated with success. When asked, “Which brands or companies do you associate with “success,” 28% of Hispanic Millennials chose Apple, followed by Microsoft at 13%.
Hispanic Millenials 28%
93%
14%
Lexus
Toyota
Starbucks
Pepsi
18%
Adidas
35%
32%
BMW
33%
8%
Target
Walmart
9%
Sony
10%
Samsung
Coke
10%
Nike
Microsoft
Apple
10%
58%
58% 13%
Wal-Mart best Communicates with Hispanic Millennials Walmart was seen as the brand that did the best job of communicating with Hispanic Millennials. When asked, “Which brands do you feel does a good job of relating and/or communicating to someone like yourself?” 43% chose Walmart, followed by Apple at 40%. Which brands below do you feel do a good job of relating and/or communicating to someone like yourself?
Hispanic Millenials
H i s pa n i c M i l l e n n i a l p r o j e c t
Kia
1% Other
Volkswagon
Nokia
Corona
Budweiser
Reebok
HP
Adidas
Honda
Verizon
LG
Pepsi
Starbuck’s
Toyota
Nike
Sony
Microsoft
Target
Samsung
Coca-Cola
Apple
Walmart
43% 40% 40% 38% 36% 35% 33% 31% 30% 30% 29% 26% 23% 22% 21% 20% 17% 15% 14% 11% 10% 9%
/ 19
Source: www.hispanicmillennialproject.com/
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Product Quality and Trust Most important brand drivers for Hispanic Millennials Hispanic Millennials consider the quality of the products and the trust for the products/brands as the two most important drivers of brand affinity, followed by product/brand likeability. Why do you feel these brands do a good job of relating and/or communicating to someone like yourself?
Hispanic Millenials They give back to the community
3%
They have great value/price
7%
They have creative marketing They have good service
5%
They target people like me They have quality They have variety They are good products/awesome
11% 10%
4% 2%
They are popular They are good companies It is the brand I use
21%
7% 6%
I trust the product/brand
10% 21%
I like the product/brand
20%
H i s pa n i c M i l l e n n i a l p r o j e c t
/20
Source: www.hispanicmillennialproject.com/
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HisPaniC Millennial PoinTs of Tension
One of the most important ways to establish a deeper understanding of Hispanic Millennials is to comprehend the points of tension characterizing their lives. As marketers, we know points of tension provide powerful opportunities to communicate and connect with consumers. Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face. Because they live in two cultures, caught between very different generations, they face constant cultural tensions involving decisions related to family, career, food, language, faith and definitions of community. The Hispanic Millennial Project research identified a number of points of tension, including the following key areas. Fitting In/Standing Out Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity. When asked how much they agree with the statement, “I want to fit in with the mainstream,” 49% of Hispanic Millennials indicated that they either agree completely or somewhat with this statement.
I want to fit in with the mainstream 56% 49%
Hispanic Millenials
46%
Hispanic Millenials U.s. Born
55% 40%
Hispanic Millenials foreign Born
Hispanic 35-64 U.s. Born
Hispanic 35-64 foreign Born
Yet when asked if they want to stand out as Latinos, 67% agreed with this statement.
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 21
Source: www.hispanicmillennialproject.com/
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Yet when asked if they want to stand out as Latinos, 67% agreed with this statement.
I want to stand out as a latino 72% 67%
70%
65% 43%
Hispanic Millenials
Hispanic 35-64 U.S. born
Hispanic Millenials Foreign born
Hispanic Millenials U.S. born
Hispanic 35-64 Foreign born
being latino 47% of Hispanic Millennials indicate that they feel close or somewhat close to their culture, while 67% of them state that they want to stand out as a Latino. This gap is biggest among U.S.-born Hispanic Millennials, where only 41% indicate they are close to their Latino culture, yet 65% of them want to stand out as Latino. This indicates there is a gap between where they are and want to be in terms of their Latino cultural identity.
Hispanic Millennials
U.S. born Hispanic Millennials
Foreign- born Hispanic Millennials
I feel much/somewhat closer to latino culture
47%
41%
61%
I want to stand out as a latino
67%
65%
72%
(Agree Completely/Somewhat)
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 22
Source: www.hispanicmillennialproject.com/
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role of religion The role that religion plays in the lives of U.S.-born Hispanic Millennials is changing when compared to other Hispanic segments. When asked how much they agree with the statement, “Religion plays a big part in my life,” 44% of U.S.-born Hispanic Millennials indicated that they either agree completely or somewhat with this statement. This differs significantly with the attitudes of older Hispanics generations their parents belong to, where 57% of Hispanics 35+ specified that they see religion playing a big part in their lives. The difference is even more distinct when compared to foreign-born Hispanic Millennials.
religion plays a big part in my life
Hispanic 35 – 64 US Born
Hispanic Millenials Foreign Born
Hispanic Millenials US Born
Non-Hispanic Millenials
Hispanic Millenials
41%
57%
44%
53%
Hispanic 35 – 64 Foreign Born
62% 49%
However, 58% of Hispanic Millennials consider themselves to be more spiritual than religious, even compared to non-Hispanic Millennials.
Wealth Wealth is a source of tension for foreign-born Hispanic Millennials. Wealth isn’t part of the American dream, even though they are less likely to see non-material happiness as their American Dream. FBHM’s state that being wealthy is not part of their American Dream (87%), yet don’t separate happiness from material possessions (66%). There is a cognitive point of tension here around how much importance they place on wealth in defining happiness.
Meaning of American Dream
U.S. BORN HISPANIC MILLENNIALS
FOREIGN-BORN HISPANIC MILLENNIALS
Being happy with yourself, regardless of what you have
46%
34%
Being passionate about what you do for a living
34%
24%
Having children
37%
13%
Making a difference in people’s lives
26%
37%
Being wealthy
23 %
13%
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 23
Source: www.hispanicmillennialproject.com/
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iMPliCaTions for MarKeTers
For marketers evaluating the new data included in this first wave of the Hispanic Millennial Project, it is important to begin to put insights into action. As a starting point, we have developed the following list of key implications for marketers to consider as a result of our new research.
avoid Millennial generalizations The results of the Hispanic Millennial Project highlight the significant differences that exist between different Millennial segments, particularly U.S.-born Hispanics (11% of all Millennials), Foreign-born Hispanics (9.2% of all Millennials) and non-Hispanic Millennials (79% of all Millennials). There is a tendency among marketers to apply broad generalizations about Millennials when developing programs that target them. The Hispanic Millennial Report provides a strong case to dig deeper when targeting Millennials, including Hispanic Millennials.
approach foreign-born Hispanic Millennials differently than u.s.-born Counterparts Marketers need to think differently about U.S.-born and foreign-born Hispanic Millennials. Although they share many key similarities, their differences are profound. An effective Hispanic marketer should take the time to understand the differences between these two distinct Hispanic Millennial segments.
recognize and leverage the differences between u.s.-born and foreign-born Hispanic Millennials In many categories, foreign-born Hispanic Millennials are the best target audience. In other categories, U.S.-born Hispanic Millennials represent the biggest opportunity. How you message and engage them most effectively is likely to be different.
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 24
Source: www.hispanicmillennialproject.com/
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Tap into Hispanic Millennials’ entrepreneurial spirit Hispanic Millennials’ strong orientation towards starting and owning businesses represents a powerful insight for marketers to tap into. They are a more attractive target than non-Hispanic millennials for B2B and small business-serving organizations, such as financial services, software, and technology companies. For luxury and other affluent brands, they are a key future customer, as they are likely to start their own successful businesses in the next few years. Their entrepreneurial spirit also represents a potentially powerful insight to tap into for all marketers. Hispanic Millennials value independence, are likely to be risk takers, and will respond positively to messages that highlight these qualities. For government and civic leaders trying to spur entrepreneurship, Hispanic Millennials represent a fertile opportunity to spur small business growth.
The Millennial Hispanic Head-of-Household? The concept of the multi-generational Hispanic household is nothing new. Yet the norm in Hispanic marketing is to assume that these multi-generational Hispanic households are made up parents, children and grandchildren, and that the Hispanic female head-of-household (aka the Hispanic mom) is the primary decision-maker for most purchases. Yet in new multi-generational Hispanic households where Millennials still live with their parents, 30% are paying half or more of the household expenses, making them the de-facto financial heads-of-household.
spanish-language Media is Key to reaching foreign-born Hispanic Millennials Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (approximately 40%). Even among U.S.-born Hispanic Millennials, only 40% indicate they consume English media mostly or exclusively.
in what language do you normally consume media such as tV, radio, internet and magazines / newspapers? 50%
Spanish only
Spanish mostly
40%
Spanish and English equally
30%
English mostly
20%
English only
10% 0%
Hispanic Millenials
Hispanic Millenials US Born
Hispanic Millenials Foreign Born
Hispanic 36 – 64 US Born
Hispanic 36 – 64 Foreign Born
H i s pa n i c M i l l e n n i a l p r o j e c t
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Source: www.hispanicmillennialproject.com/
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Spanish media is part of the media consumption for the majority of Hispanic Millennials, regardless of place of birth. Spanish media, therefore, provides a cost-effective means of targeting Hispanic Millennials, even when they consume the majority of their media in English.
opportunity for automakers 44% of Hispanic Millennials indicate that owning a nice car is a future goal, in sharp contrast to only 36% of non-Hispanic Millennials. U.S.-born Hispanic Millennials are most likely to see owning a nice or expensive car as a future goal, with male U.S.-born Hispanic Millennials showing the strongest proclivity towards owning a nice/expensive car. Almost half of non-Hispanic Millennials do not consider owning a nice or expensive car to be a future goal.
Hispanic Millennials
Non-Hispanic Millennials
US Born Hispanic Millennials
Male US Born Hispanic Millennials
is a Future Goal
44%
36%
46%
49%
is not a Goal for Me
29%
45%
27%
20%
owning a Nice / Expensive Car:
H i s pa n i c M i l l e n n i a l p r o j e c t
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Source: www.hispanicmillennialproject.com/
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CoMParing HisPaniC Millennials
To better understand Hispanic Millennials, it is important to compare them with other segments in order to identify nuances in their behaviors and viewpoints. By understanding these nuances, marketers will be able to tailor their messaging so it is more relevant to this segment.
Hispanic Millennials vs. 35+ Hispanics When comparing Hispanic Millennials to their older Hispanic counterparts, some noticeable differences arise between segments. Overall, Hispanic Millennials are more satisfied with their lives and optimistic about their futures. They also show more interest in obtaining a higher education and owning a business.
HISPANIC MILLENNIALS
HISPANIC 35+
Satisfaction with where they are currently in life
61 %
Quality of life is much / somewhat better off than parents
65%
55%
Extremely Optimistic / Optimistic about future
70%
49%
Religion plays a big part in my life
49%
56%
Saving money is easy for me
55%
42%
Marriage should b/w man & woman
43%
55%
Marijuana should be legalized
50%
39%
I want to stand out as a Latino
67%
52%
H i s pa n i c M i l l e n n i a l p r o j e c t
47%
/ 27
Source: www.hispanicmillennialproject.com/
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HISPANIC 35+
Owning a business
47%
31%
Getting an advanced degree
42%
24%
Graduating from 4-year college
39%
24%
Being happy with yourself, regardless of what you have
43%
32%
Reasons they won’t get a 4 year degree (Too many other things to worry about)
41 %
31%
Reasons they won’t get a 4 year degree (I don’t feel like I need a college degree)
14 %
25%
Plan on getting a graduate degree
84%
58%
I feel closer / somewhat closer to Latino culture
47%
30%
Strong Indicators of Success
Future Goals
Hispanic Millennials vs. non-Hispanic Millennials Overall, Hispanic Millennials have a more optimistic outlook on their lives and with the direction that the U.S. is taking, compared to non-Hispanic Millennials. They also show more support for the “American Dream” and indicate that it is something they strive for.
HISPANIC MILLENNIALS
NON-HISPANIC MILLENNIALS
Satisfaction with Direction of US
63%
39%
Satisfaction with where they are currently in life
61 %
50%
Quality of life is much / somewhat better off than parents
65%
43%
Extremely Optimistic / Optimistic about future
70%
52%
Heritage is very important to them
78%
59%
Believe in the American Dream
71 %
55%
Strive for American Dream
67%
54%
Getting ahead, even if having to sacrifice what they enjoy
65%
42%
More spiritual than religious
58%
48%
Want to fit in with mainstream
49%
30%
‘Owning a business’ is the meaning of American Dream
25%
11 %
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 28
Source: www.hispanicmillennialproject.com/
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NON-HISPANIC MILLENIALS
tOwning your own business
48%
29%
Owning a business is not a goal for me
34%
57%
Graduation from 4-year college
46%
31%
Getting an advanced degree
45%
33%
Owning nice car not a goal
29%
45%
Having children
47%
36%
Having a respectable job is not a goal for me
9%
23%
Being wealthy is not a goal for me
35%
48%
Walmart
43%
32%
Sony
33%
24%
HISPANIC MILLENNIALS
HISPANIC 35+
Owning a home
53%
42%
Having a respectable job
49%
38%
Owning a business
47%
23%
Getting an advanced degree
42%
23%
Graduating from 4-year college
Future Goals
Brands that do a good job of communicating with people like me
Strong Indicators of Success
39%
25%
Reasons they won’t get a 4-year degree (Too many other things to worry about)
41%
30%
Plan on getting a graduate degree
84%
57%
Living with parents/family permanent (Move out in the next year)
24%
8%
Living with parents/family permanent (Move out in the next 2–4 years)
38%
50%
Do you contribute to HH’s finances?
22%
9%
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 29
Source: www.hispanicmillennialproject.com/
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u.s.-born Hispanic Millennials vs. foreign-born Hispanic Millennials Foreign-born Hispanic Millennials are more aspirational when compared to their U.S.-born counterparts. When it comes to future goals, foreign-born Hispanic Millennials place more emphasis on higher education and on obtaining a respectable job. Also, foreign-born Millennials indicate a stronger desire to fit in with the mainstream compared to their U.S.born counterparts.
U.S. BORN HISPANIC MILLENNIALS
FOREIGN-BORN HISPANIC MILLENNIALS
Religion plays a big part in my life
44%
62%
Marriage should b/w man & woman
37 %
56%
Marijuana should be legalized
53%
43%
Want to fit in with mainstream
46%
56%
Being happy with yourself, regardless of what you have
46%
34%
Being passionate about what you do for a living
34%
24%
Having children
37 %
13 %
Making a difference in peopleâ&#x20AC;&#x2122;s lives
26%
37 %
Being wealthy
23%
13 %
Owning a home
49%
62%
Getting an advanced degree
39%
50%
Graduating from 4-year college
35%
50%
Being able to travel to nice places
37 %
26%
Meaning of American Dream
Strong Indicators of Success
H i s pa n i c M i l l e n n i a l p r o j e c t
/30
Source: www.hispanicmillennialproject.com/
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U.S. BORN HISPANIC MILLENNIALS
FOREIGN-BORN HISPANIC MILLENNIALS
Financially comfortable
61 %
77 %
Owning a home
54%
70%
Having a respectable job
46%
63%
Getting an advanced degree
40%
57 %
Being able to take care of your family
46%
63%
Owning a business
45%
57 %
Accomplished having children
44%
55%
Being wealthy is not a goal for me
35%
48%
Apple
44%
29%
Target
38%
29%
Brands associated with success (Coke)
8 %
18 %
Reasons they won’t get a 4-year degree (Not sure what career I’d like to pursue)
29%
8 %
College Education (Not necessary, but can help)
38%
25%
I feel closer / somewhat closer to Latino culture
41 %
61 %
Future Goals
Brands that do a good job of communicating with people like me
H i s pa n i c M i l l e n n i a l p r o j e c t
/ 31
Source: www.hispanicmillennialproject.com/
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POWERED BY MILLENNIALS Hispanic marketing, media, agencies and demographics
Santamaria as its first multicultural lead in late 2013; Ad Age honored her as one of the 2014 Women to Watch. Liz Sarachek Blacker, Terra’s chief revenue officer, is joining CC Media Holdings’ Clear Channel Media and Entertainment as exec VP of Hispanic strategy and sales effective August 2014. Research shows that Hispanics over index on technology, and their use of smartphones makes that clear: Hispanics are more likely to download apps, chat, stream video, listen to music and play games than non-Hispanics (Page 34). U.S. Hispanic agencies’ revenue grew by 5.7% in 2013 to $597 million. In the 50 largest U.S. Hispanic agencies ranking, LatinWorks took the top slot for the first time, following a steady rise from No. 16 a decade ago to No. 3 in last year’s report. Lopez Negrete Communications, the biggest independent, also moved up two slots, to No. 2. Agencies are still jumping into the Hispanic market. Sapient Corp.’s SapientNitro acquired La Comunidad in December 2013. Interpublic Group of Cos.’ Deutsch last year started a Hispanic practice called DLAtino. In agency honors, Alma was named Multicultural Agency of the Year, with Lopez Negrete Communications and Conill as runnersup. LatinWorks won a spot on Ad Age’s Agency A-List. The Hispanic media-buying market is still divided between full-service Hispanic shops with their own media departments and Hispanic units within specialist media agencies (Page 42). The specialist agencies now fill the top six slots and get the efficiency of using general-market staff and resources for basic work while relying on leaner multicultural groups to add that expertise.
BUOYED BY MARKETERS’ growing interest in Hispanic millennials as consumers and trendsetters, the Hispanic media market continues to outpace overall growth in media spending. In 2013, U.S. Hispanic media spending rose by 8.1% to $8.3 billion, way ahead of the overall increase of just 0.9% in U.S. measured-media spending (Page 6). The top 50 Hispanic marketers were even more enthusiastic, boosting their total Hispanic media spending by 14.2%, led by No. 1 marketer Procter & Gamble Co., up 36% (Page 8). AT&T, at No. 2, and L’Oréal, No. 4, increased their spending by 26% and 38%, respectively. The 2014 World Cup gave marketers an opportunity to drill down in their Hispanic efforts. Kraft Foods Group’s “Flavor of the Championship” program used its social-media monitoring hub to suggest appropriate recipes for World Cup viewing parties. J.C. Penney Co. focused its World Cup effort on Latinas and liked the results so well that Grupo Gallegos’ Spanish-language ads ran on English-language networks, too—in Spanish. Univision’s own World Cup exposure—viewership was up 34% over the 2010 tournament— came at a good time as the private-equity investor group that bought Univision in 2007 for $13.7 billion is believed to be shopping the Spanish-language media giant around for up to $20 billion. The next two World Cups, though, will air on Spanish-language network Telemundo, part of Comcast Corp.’s NBC Universal, which handles Hispanic across all its platforms through the Hispanic Enterprises and Content division. Media and technology companies continue to create new Hispanic roles. Twitter hired Nuria
RESEARCH SHOWS THAT HISPANICS OVER INDEX ON TECHNOLOGY
— LAUREL WENTZ
JULY 28, 2014 • 3
ADVERTISING AGE
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Acculturation Is Not A One-Way Street July 14, 2011
By Elizabeth Ellers “We want to target acculturated Hispanics.” “Our general market campaign already reaches acculturated Hispanics.” “Spanish language advertising won’t be needed when Hispanics become acculturated.” These are some of the common challenges to Spanish language media and Spanish language advertising, yet they represent a fundamental misunderstanding of the acculturation process among American Hispanics. Language use and acculturation are not synonymous, and the process of acculturation is fluid. Acculturation – the result of contact between two different cultures – is not a binary characteristic like gender or employment. In fact, with many variations, acculturation is multidimensional. Individuals engage in the process of acculturation in different ways depending on whether they are native- or foreign-born, their age, who they marry, their geographic location, their employment and many other factors. Language is just one of a number of dimensions on which Hispanics, and other ethnic groups, adapt to the prevailing U.S. culture. This spectrum includes food, entertainment, political engagement, leisure activities, fashion and values/mores. Focusing on the growing use of the English language by HispanicAmericans presumes that acculturation and English language fluency are the same, when they are not. Our research is full of examples of a sort of “a-la-carte acculturation” in which Hispanics are quickly and eagerly adopting some aspects of mainstream American culture while holding on tightly to aspects of the Hispanic culture. Yankelovich MONITOR has found that 80% of Hispanics agree that “Immigrants to this country should be prepared to adapt to the American way of life” yet 87% also agree that they “Feel need to preserve my own cultural traditions.” Supreme Court Justice Sonia Sotomayor perhaps expressed it best, in an interview before being appointed to the Court: “Although I am an American, love my country and could achieve its opportunity of succeeding at anything I worked for, I also have a Latina soul and heart, with the magic that carries.” Marketers such as Kraft (click here to read Kraft’s “What We’ve Learned About ‘Acculturation’” viewpoint published in MediaPost) have found that understanding how Hispanic consumers interact with their brands is the first step in capitalizing on this growth opportunity. A few illustrations of this dynamic in everyday life: Walmart stocks its Hispanic Supercenters with both dried beans
in bulk and Welch’s squeezable grape jelly, because Walmart has learned that Hispanic moms are shopping for family meals in which she values traditional foods and also shopping for her children who have acquired a taste for PB&J at school. According to The Associated Press-Univision Poll conducted in 2010 by the National Opinion Research Center (NORC) at the University of Chicago, 41% of Hispanic-Americans observe Semana Santa (Holy Week) while 75% celebrate the Fourth of July. Two of the most popular foods among Hispanic-Americans are beans and rice AND macaroni and cheese. One in five Hispanic-American men watched both the Super Bowl AND the World Cup tournament in 2010, again demonstrating that adopting some aspects of non-Hispanic American culture is not done at the expense of retaining an important part of Hispanic popular culture. Hispanics are as likely to eat peppers (54%) as they are to eat pickles (53%), and almost as likely to eat bagels (53%) as tortillas (66%). We also see examples of “neo-acculturation,” in which Hispanics experiment with some aspects of American culture, trying them on for size, so to speak, but then returning to their roots. Marriage and parenthood is often a trigger, when HispanicAmericans re-assert the importance of carrying on their language, values, cultures and traditions to the next generation. Language use is itself conditional and is more accurately a reflection of a bi-cultural way of living than of the process of acculturation. Bilingual Hispanics (and most Hispanic-Americans have some fluency in both English and Spanish) switch between languages by setting and context. They may conduct business in English, listen to music on a Spanish-language radio station, attend a movie in English, worship in Spanish, and so forth. The explosion in technology over the last two decades has made it easier for Hispanic-Americans to retain their use of Spanish and their connection to their country-of-origin through email, online newspapers, internet phone calls and video. Maintaining the use of Spanish is natural and organic and provides a rich tie to the Latin culture. Most of the more than 50 million Hispanic-Americans move fluidly between two cultures, adopting American values AND retaining an emotional connection with the Latin culture through language and content that they connect with. Spanish-language media supports that emotional connection, which explains its continuing to have extraordinary power and reach.
corporate.univision.com/2011/07/acculturation-is-not-a-one-way-street/
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Hispanic Consumers Become The Mainstream November 10, 2014
by Steve Barrett, PRWeek McDonald’s Spanish-language “Cancha” spot put soccer in the spotlight. Demographics and purchasing power make this diverse population more than a niche to advertisers
According to U.S. Census Bureau population estimates from July 1 last year, there are approximately 54 million Hispanics living in the United States, roughly 17 percent of the U.S. population. This means Hispanics are the largest ethnic or race minority in America. But in truth, “minority” is the wrong term to use. In fact, in the 2014/15 school year, it is non-Hispanic white children that are a minority for the first time. According to research firm Nielsen, Hispanics in the U.S. have a current spending power of $1.4 trillion. These facts were forcefully brought home to me when I saw a presentation at the Hispanic PR Association’s recent Power of Integration event by Tom Maney, EVP of ad sales at Fox Hispanic Media, which owns Fox Deportes, MundoFox, Nat Geo Mundo, and Fox Life. Of course, this is not one homogeneous group: the Hispanic population is made up of numerous subgroups, all with different characteristics and consumer behaviors. U.S.-born Hispanics are the most significant group, making up 64 percent of the total and generally younger than their foreign-born Hispanic counterparts. Their median age is 18, compared to 40 for foreign-born Hispanics and 42 for NonHispanics. Their household size is smaller and they earn more: Nielsen notes that 52 percent of U.S.-born Hispanics earn at least $50,000 a year. This is a burgeoning middle class and an attractive target audience for brands. They’re buying cars for the first time, moving into new homes, furnishing those homes, and spending on consumer goods. The Hispanic market is the most important segment for sales growth in the new vehicle sector: people buying a car for the first time. Other categories ripe for growth among Hispanics include credit cards, financial services, travel, technology, and online retail. The Hispanic media landscape has grown exponentially, fueled by TV stations such as Telemundo, Univision and Fox. It’s also a very connected market: 79 percent of Hispanics own a smartphone, 10 percent more than Non-Hispanics. They are more likely to spend time on their devices before they make purchase decisions as well as during shopping. But many brands seem to have been slow to realize the opportunities in this fast-growing sector. Fox’s Maney noted that
the top 500 advertisers in the US account for 80% of ad dollar spend, but only 216 of those companies advertise in Spanish language media. There are 557 advertisers in the Spanish-language market, representing 1,515 brands, compared to 4,700 advertisers in the general market, and 11,000 brands. So there is a vast swathe of brands that are not currently engaging with this opportunity. It’s not just about language either. Nielsen says Latinos shift seamlessly between Spanish and English: Thirty-five percent of Hispanic homes now speak both languages in the home, up 87 percent from 2013 – only 22 percent speak one language. So marketers need to communicate to this audience in both languages. Maney says communication needs to be nuanced. It is no longer acceptable to dub an English language ad into Spanish – communication has to be sensitive to overall Hispanic sensibilities and the individual sensibilities of sub-groups within it. He identifies Ford, Kraft, and Procter & Gamble among the brands that really get it and customize their creative accordingly. He also says that relying on a total market strategy to engage Hispanics is not going to work either, due to the lack of real insight into the Hispanic market. Hispanic marketing has to be fully integrated in the holistic overall strategy. Maney is mainly talking about advertising, and of course he would love to grow the size of the advertising market to make more money for Fox. But his observations resonate just as much with PR and social media. Anecdotally, and astonishingly, he still comes across marketers who think “these people” are not their consumers. But they clearly are. The highest percentage of 24-year-olds in the US is Hispanic – this is the future middle class of the US. In markets such as Los Angeles, the general market is the Hispanic market. In New York City, one in three people are Hispanic. At some point, general market strategies will become Hispanic market strategies. Latinos are no longer a subset of the market: they are a significant player in their own right. Connecting with Hispanic audiences is critical for all brands if they want to grow over the next decade. This article first appeared on prweek.com.
Read more at www.campaignlive.com/article/hispanic-consumers-become-mainstream/1321223#WgitQQksMXt018Yv.99
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Retail Dive Hispanic Marketing Moves Into The Mainstream March 11, 2015
by Ian P. Murphy The power and potential of the more than 54 million-17% of the U.S. population-Hispanic consumers in the U.S. can’t be denied. The group’s consumer spending reached $1.4 trillion in 2014 year, and that figure is ticking up by $100 billion every year.
market, according to Nielsen (www.nielsen.com/us/en/insights/news/2014/engaging-the-evolving-hispanic-consumers.html), and 35% of all Hispanics living in the United States now speak English and Spanish in the home.
But the real news is that while U.S. Hispanics are proud of their heritage, they are assimilating fast. Hispanics born in the U.S. account for nearly two-thirds (64%) of the Hispanic
The number is even greater for native-born Hispanics younger than 18 years-old: According to Pew, 80% of this market speak only English at home.
STATISTICAL PORTRAIT OF THE FOREIGN-BORN POPULATION IN THE UNITED STATES, 2012
Language Spoken at Home and English Speaking Ability by Age and Region of Birth: 2012
ALL NATIVE-BORN ALL FOREIGN-BORN Mexico South and East Asia Caribbean Central America South America Middle East All other TOTAL
YOUNGER THAN 18
18 AND OLDER
LANGUAGE OTHER THAN ONLY ENGLISH AT HOME
LANGUAGE OTHER THAN ONLY ENGLISH AT HOME
ONLY ENGLISH SPOKEN AT HOME
ENGLISH SPOKEN VERY WELL
ENGLISH SPOKEN LESS THAN VERY WEL
TOTAL
ONLY ENGLISH SPOKEN AT HOME
ENGLISH SPOKEN VERY WELL
ENGLISH SPOKEN LESS THAN VERY WEL
TOTAL
41,418,780
8,220,573
1,854,116
51,493,469
184,743,468
445,047
1,258,759
623,101
2,326,907
5,794,053
14,509,726
2,861,066
202,114,260
12,732,407
19,641,123
38,167,583
14,797
490,913
205,298
711,008
378,882
2,629,287
7,725,598
10,733,767
160,371
257,024
172,221
48,136
87,398
67,410
589,616
961,500
4,141,400
4,669,826
9,772,726
202,944
1,174,660
909,629
1,574,138
3,658,427
29,321
89,336
19,321
100,809
49,981
168,638
184,539
770,622
2,034,126
2,989,287
27,939
148,069
397,930
982,448
1,191,790
2,572,168
11,203
66,109
25,863
103,175
166,383
695,663
594,110
1,456,156
161,898
167,170
74,389
403,457
2,530,159
2,603,358
1,851,535
6,985,052
41,863,827
9,479,332
2,477,217
53,820,376
190,537,521
27,242,133
22,502,189
240,281,843
80.4%
16.0%
3.6%
100.0%
91.4%
7.2%
1.4%
100.0%
19.1%
54.1%
26.8%
100.0%
15.2%
33.4%
51.5%
100.0%
PERCENT DISTRIBUTION
ALL NATIVE-BORN ALL FOREIGN-BORN Mexico South and East Asia Caribbean Central America South America Middle East All other TOTAL
2.1%
69.0%
28.9%
100.0%
3.5%
24.5%
72.0%
100.0%
27.2%
43.6%
29.2%
100.0%
9.8%
42.4%
47.8%
100.0%
23.7%
43.1%
33.2%
100.0%
32.1%
24.9%
43.0%
100.0%
17.4%
53.0%
29.6%
100.0%
6.2%
25.8%
68.0%
100.0%
13.0%
68.1%
18.9%
100.0%
15.5%
38.2%
46.3%
100.0%
10.9%
64.1%
25.1%
100.0%
11.4%
47.8%
40.8%
100.0%
40.1%
41.4%
18.4%
100.0%
36.2%
37.3%
26.5%
100.0%
77.8%
17.6%
4.6%
100.0%
79.3%
11.3%
9.4%
100.0%
Source: Pew Research Center www.retaildive.com/news/hispanic-marketing-moves-into-the-mainstream/373722/
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Retail Dive Hispanic Marketing Moves Into The Mainstream
JCPenney English-Language Campaign Impact on Past-Month Shopping
With this rapidly expanding consumer group going somewhat untouched, retailers looking to tap into the market are taking their messages into the mainstream. Playing off expanding acculturation Target’s latest campaign (www.retaildive.com/news/ target-to-launch-campaign-appealing-to-hispanic-consumers/370994/), “Sin Traducci6n” (“Without Translation”) illustrates this shift, depicting Latino cultural traditions that may have no direct translation into English, but continue in the new country.
JCPENNEY STRONGER IMPACT JCPenney ads have aADS stronger HAVE impact on A Hispanic than on the general market ON HISPANIC THAN ON THE GENERAL MARKET Impact on General Market 50%
Its first television spot, “Arrullo” (“Lullaby”), depicts a Latina mother putting her baby to sleep with a classic Spanish-language record before issuing the tagline voiceover, “There will always be a part of you that simply doesn’t translate,” in English. “We thought it’d be really interesting to recognize this dual world that she lives in,” Rick Gomez, Target’s senior vice president of brand and category marketing, told Ad Age (adage.com/article/cmo-strategy/target-seeks-deepen-relationship-hispanics/297405/). “She’s going back and forth between her Hispanic traditions and her American culture.” Target, the nation’s No. 3 retailer (gaia.adage.com/images/bin/pdf/Hispanic_Fact_Pack_2014_web_rev0730.pdf) in terms of Hispanic ad spend, is running the campaign on Spanish-language Univision and Telemundo, as well as the bilingual Nuvo cable net. It is also appearing on Englishlanguage networks such as USA, and during shows such as Modern Family, which features Latino-American star Sofia Vergara.
45%
45%
40%
40%
+14 Any JCPenney Ads
35% 30%
+13 Any JCPenney Ads
35% 30%
25%
25%
+7 No JCPenney Ads
20% 15%
20%
+1 No JCPenney Ads
15%
10%
10%
Strong Impact (+7)
5% 0%
Impact on Hispanic Market 50%
May-13
5%
Dec-13
No JCPenney Ads
Strong Impact (+12)
0%
May-13
Any JCPenney Ads
No JCPenney Ads
Dec-13
Any JCPenney Ads
Source: Quirk’s Marketing Research Review (www.quirks.com/articles/2014/20140806.aspx)
Source: Quirk's Marketing Research Review. www.quirks.com/articles/2014/20140806.aspx
Penney’s actually dissolved its Hispanic-only marketing group last year in favor of a strategy that integrates such messaging into all aspects of its marketing efforts. And Wal-Mart, No. 1 in spend with $92.1 million in 2014, says it is taking multicultural budgets out of their silos (hispanicad.com/ blog/news-article/had/marketing/wal-mart-multiculturaldollars-destroy-silo) in favor of a company wide, full-market approach.
Taking messaging out of the silo
There’s still a place for Spanish-only ads and placements, of course. But as more and more U.S. Hispanics grow up speaking both Spanish and English, the lines between demographic groups will blur, and the U.S. Hispanic market will become a quintessentially all-American one.
While the campaign is the first to feature such a seamless blend of cultural cues for dissemination across media outlets, other big retailers are increasingly integrating their Hispanic messaging into mainstream efforts. J.C. Penney’s 2013 general-market holiday campaign, for example, featured a multicultural group of carolers singing about holiday deals; in one execution, they used Feliz Navidad.
“Acculturation is actually quite fluid,” Jeri Smith wrote last year in a Quirk’s Marketing Research report (www.quirks. com/articles/2014/20140806.aspx). “While some individuals never acculturate, many Latinos do, over time, move up along the acculturation spectrum. The consumption of general-market media plays an important role in this process.”
According to a study examining this campaign’s impact on 2013 holiday season shopping behavior, lift among Hispanics was 11 points, compared to a seven-point lift among general-market consumers.
“Assume that many within your Hispanic target will engage with your general-market campaign,” she wrote. “As such, make it inclusive of Hispanic lifestyles, needs and references.”
Left Image Source: Target YouTube Page (https://www.youtube.com/watch?v=DSPtajOTbro)
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Engaging Latinos Via Social Media: Mainstream Brands Say “Hola” There is no question that Hispanics use social media, but is it true that they lead the nation in social media engagement? According to The Social Graf, and many other reputable online sources the evidence keeps piling up. U.S. Hispanics lead the general population in social media use—by the way, Hispanics also lead in mobile and e-commerce adoption. This explains why so many brands across multiple industries are being bullish when it comes to reaching Latinos via digital channels. Brands like AT&T introduced #BetweenTwoWorlds, focused on reaching young acculturated Hispanics and Honda with “#Un Buen Fit.” So how is the Food & Beverage industry faring in the love for Latinos and digital marketing? Well, let’s take a closer look. Dunkin Donuts goes bilingual - introduced its Latino Twitter page in June 2014 looking to reach the brand’s Spanish speakers. They also launched @DunkinLatino and use the hashtag #MiDunkinEsTuDunkin. In addition, they are the first national coffee house to make its website and Facebook page available in Spanish and English. McDonalds early to market - as far back as 2011, they introduced their own Spanish Twitter campaign. @MeEncanta, now with over 16,000 followers is a Spanish-based account, engaging with Hispanics through sports, music and education. Their most recent post focused on their coffee. Here’s a closer look at two of our favorites Pizza Hut betting their growth on Hispanics - Pizza Hut recently launched its largest ever advertising campaign called “The Flavor of Now.” The campaign is considered an important part of a complete overhaul of the brand experience, however, the most notable shift is the introduction of a Spanish language version of the website. Over 40 percent of Pizza Hut’s business is driven by online users—by introducing a Hispanic focused website, Pizza Hut is betting its growth on Hispanics. On the social front, Pizza Hut’s Facebook page currently is among the most liked pages in the food industry with over 19,170,000 likes and counting. It will be interesting to see if they channel this social presence with their Hispanic audience
as Denny’s, our next example, is doing. Denny’s speaks Español - This past summer, Denny’s launched its own Latino page on Facebook. The company’s vice president of marketing, John Dillon, expresses how Denny’s—which is known as “America’s Diner”—recognized an imperative in catering to America’s true cultural makeup. To build better engagement with the Hispanic population, Dillon says Denny’s saw a need to create targeted content as opposed to pushing general market ideas. We see this as the future of brand marketing—speaking to Hispanics in their native language and using social strategies to build a personal connection. Denny’s is likely relying on key data toward this end—for example, in the U.S. alone, 68 percent of Hispanics use some kind of social network, compared to only 58% of Non-Hispanics. To parallel its online efforts to build community with Hispanics, Denny’s has also begun introducing simple Hispanic influences and infusions into the menu such as chorizo and chipotle. Pizza Hut, on the other hand, introduced new ethnic ingredients including Thailand’s Sriracha sauce and Latino flavors like jalapeños and Peruvian cherry peppers. This shift shouldn’t go unnoticed—as noted in our “Hispanics are the next Baby Boomer” blog, leveraging the right products—products that resonate culturally and appeal to the entire Hispanic family—is a sure way to build consumer loyalty. It’s clear that Hispanics are a powerhouse consumer group - and as the Hispanic population spreads across the nation, extending their reach as they vigorously incorporate into new communities, it’s important that foodservice segments actively respond to their presence. One of the best ways for brands to do that is capitalizing on digital platforms and inviting Hispanics to be a part of what they have to offer. Check out our blog about how Ethnic concepts are leading the industry and influencing menus across the United States to continue learning about the Hispanic market. Contact us if you would like to learn more about MIC Food and our diverse line of natural Latin-Caribbean products.
Source: www.micfood.com/blog/engaging-latinos-via-social-media-mainstream-brands-say-hola/
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Key Findings Show Hispanic Americans Spend More Time Online Shopping, More Frequently Use Mobile Devices And Engage In Multi-Screening Activities. Irvine, Calif., March 11, 2015
PRNewswire
Hispanic Americans are leading the adoption of smartphones
is greatest in the smartphone category, with Hispanic audiences
and tablets as media devices, according to research conducted
reporting they find ads useful and relevant at more than double
by Specific Media, a Viant company and SMG Multicultural.
the rate of Non-Hispanics (36 percent compared to 17 percent
The research examines how Hispanic Americans – the second
of Non-Hispanics).
largest and fastest growing ethnic group in the U.S. today – use Hispanic Americans multimedia-task while watching TV and
the Internet, smartphones, tablets and TV in their daily lives.
engage more across platforms with programming and ads. Hispanic Americans are foreshadowing the future of media
Findings show that Hispanic audiences are not only more likely
in the U.S., and for advertisers and marketers seeking to tap
to engage in other digital activity while watching TV, but they
into the increasing spending power and cultural impact of this
are also twice as likely to engage with a brand based upon TV
growing audience segment, digital media is the key. Hispanic
ad characteristics.
Americans spend more time online and are more receptive to Facebook is the most popular online site across the board for
advertisements in general than non-Hispanic Americans.
Hispanic and non-Hispanic audiences. Amazon gains the highAdditional research findings from Specific Media
est amount of unique visitors by English-preferred Hispanics, and
and SMG Multicultural include:
YouTube has the highest amount of unique visitors by Spanish-
Hispanic Americans spend more time shopping online and
preferred Hispanics. Bing is the favored search engine choice
online in general. Research shows Hispanic Americans spent
for Hispanics, however Non-Hispanics prefer to use Google.
83 percent more time on the Internet than non-Hispanic Americans, and they also spend nearly four times as long shopping
“This research comes at an important time in the industry when
online via websites or apps.
marketers are tasked with reaching highly targeted audiences across a wider variety of channels, specifically in the smart-
Hispanic Americans are leading the adoption of smartphones
phone and tablet categories,” said Jon Schulz, Chief Marketing
and tablets as media devices. Hispanic Americans spend a
Officer at Viant, Specific Media’s parent company. “Our find-
greater amount of time engaged in online activities on their
ings prove that there are many different consumer profiles, each
smartphones (26 percent compared to 20 percent of Non-
multi-tasking simultaneously between TV, online channels and
Hispanics) and tablets (16 percent compared to 13 percent of
apps, presenting new opportunities for marketers. The Hispanic
Non-Hispanics), while non-Hispanic Americans spend a greater
American audience is a unique one in that they are leading the
amount of time engaged in online activities on their desktops
market in mobile engagement.”
(67 percent compared to 59 percent of Hispanics). Hispanic are also more likely to perform purchase-related activities on
“It will be increasingly meaningful for marketers to consider
their mobile devices.
Hispanic users as they develop online and app-centric calls to action,” saidMarla Skiko, EVP, Director of Digital Innovation,
Hispanic Americans are more favorably pre-disposed to ad-
SMG Multicultural. “There is no longer a general market, and
vertising in general. Across all three digital platforms – desktop,
it is imperative for marketers to take a targeted and custom ap-
smartphones and tablets – Hispanics are far more likely to find
proach, one that goes outside traditional media and embraces
ads useful, relevant, influential and informative. This discrepancy
multicultural consumers across every platform.”
Source: www.viantinc.com/specific-media-and-smg-multicultural-study-reveals-hispanic-americans-point-the-direction-of-mainstream-media/
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Five Company Mishaps In Spanish Language Last edited on 12/28/2014
Target Latino Interview with Sandra Bravo TL: Can you give us examples of company mishaps when it
Comcast ads speak about family, kids and parents and time
comes to the Spanish language, which ones come to mind?
for friends.
Sandra: Hewlett Packard caused some controversy in Argentina when they introduced their products in that market. Their logo
TL: What’s the difference between translation and transcre-
bears only the initials “HP”, and to an Argentine, it translates into
ation?
the abbreviation for “Son of a #@%#”
Sandra: In marketing and advertising, words do not just have meaning within a particular linguistic context but rather within
Have you heard of the Mazda Laputa (the streetwalker, to put it
a specific culture. Translating words from one language to an-
mildly) or the Nissan Moco (mucus) or the Mitsubishi Pajero (this
other, as good as the translation may be, would not do much
one is too strong to translate in a public medium) later renamed
for your marketing materials. What you actually need is to have
Montero? Do you wonder why these names are culturally of-
them transcreated. So, what is transcreation?
fensive in Spanish? If you are still in doubt, ask your best Latino friend…
It is a creative process where a person uses the original text and
Ignoring culturally appropriate contexts can get your company into some trouble. For example, some Muslim countries banned Pokemon in 2001 because cards apparently contained some “Zionist” symbols. Or Google, that received a complaint from the Government of Taiwan when the map engine identified the country as a “province of China.”
creates a bicultural and bilingual version in a target language. For example, a company wants to sell medical equipment in Latin America. What would be the main advantages for them to have their brochures transcreated in Spanish? •
The products and services provided by the company would be clearly and easily communicated to the intended market
TL: Can you tell me when companies have done it right and why?
•
had been originally created in that market, therefore, they
Sandra: One of the many reasons why I love to bank at Wash-
would be more ready to accept the products
ington Mutual is the way they reach at the Hispanic community. It is not just the fact that they have tellers who are bilingual. Most importantly, the translation of their marketing materials clearly
•
written, by the way!
Transcreation, like copy writing, persuades a consumer to buy a product or use a service.
reflects the Latino culture. It is about diversity. It is about communicating with clients in their own language – and very well
The consumers would perceive the brochures as if they
TL: How does your company differ from the others? What makes you unique?
Another company that has embraced diversity is Comcast. The
Sandra:
dynamic and upbeat style of their promotional flyers in Spanish, for example, is very eye-catching. Comcast has found out a
•
Our company is owned and operated by translators who
way to reach the Latino market. Why? Because they understand
have a direct knowledge of the business by working with
it is not just getting the language right, but rather the culture.
clients in different industries and fields.
Source: hispanic-marketing.com/5-company-mishaps-in-spanish-language-by-sandra-bravo/
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Five Company Mishaps In Spanish Language •
•
All our translators are native speakers, they have been certi-
conduct a brainstorming session with your provider and discuss
fied and they pursue continuing education.
some important points:
We establish long-term working relationships with our cli-
1. What the corporate culture is;
ents. For this reason, we are able to understand their needs and meet their expectations. •
•
2. What the expected results of their marketing campaign are; and last, but not least,
Our translators, our Project Manager and the end-client
3. What the target audience/market is. For example, launch-
work together as a team. There is a constant and direct
ing a marketing campaign in Spanish in Mexico will sig-
flow of communication during a particular assignment, e.g.
nificantly vary from another one in Colombia because both
to consult terminology with the company.
the language regionalisms and the cultures are different.
We do not choose randomly a translator for a particular
If you want your transcreation to be accurate and successful,
project. If our client is a bank, we will assign it to a transla-
your company will need to clarify any jargons that the market-
tor who has experience in and is aware of the financial
ing department may use, or some specific business concepts. In
and banking terminology.
order for your provider to get it right, they need to understand your needs and expectation.
•
We have established a quality assurance procedure. We never accept any rush or large project or any assignment
I believe that the worst nightmare for any linguist is when a client
outside of our areas of expertise that may compromise the
calls and says: “By the way, I asked my customer representative
quality of the final product. For example, one day we re-
Jose who is from Mexico to review your translation. He says it
ceived a call from a company that was interested in trans-
has some errors.” So my reply is: “Great! If Jose is an expert in
lating 85,000 words for the next day. We politely refused
the Spanish language, maybe you should get him to organize
the offer. We explained to them that the only way we might
your translation department.”
be able to finish the project in time would be to assign it to many different translators. However, the reviewer would
Jose may speak Spanish well but, does he have the technical
not have any time to create a glossary, coordinate and
writing skills to do the translation? Is he sufficiently bicultural to
edit the entire work in such short period of time. Since the
work on a transcreation? And the answer is: “No, stick to what
final results would be less than acceptable for our quality
you know!” The final results would be as bad as if I started work-
standards, we preferred to not take the assignment.
ing as a lawyer just because I know enough legal terminology. I have lost count of how many times I have ended editing or re-
TL: What advice would you give companies looking for tran-
doing a translation done by someone bilingual in a company. I
screation services to avoid these company mishaps?
have spent so many hours dealing with those awkward, obscure
Sandra: Transcreation is a creative process that requires a
and confusing texts that are neither Spanish nor Spanglish… I
constant interaction between a company and their language
wonder what they are. Maybe we need to coin a new name for
service provider. Before the start of the project, it is advisable to
that kind of language…
Source: hispanic-marketing.com/5-company-mishaps-in-spanish-language-by-sandra-bravo/
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Hispanic Marketing: Mistakes To Avoid When Targeting The Hispanic Consumer
MISTAKE #1 “SIMPLY TRANSLATING AN ENGLISH MESSAGE INTO SPANISH” “Often, when translated into Spanish, an American message turns offensive, silly or meaningless” —Mayté Sera Weitzman, Houston PR consultant Mexico-born to Cuban parents, raised in the U.S. and married to an Argentinian
Courtesy of
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American Dairy Association’s “Got Milk?” campaign was so successful in the U.S., they decided to expand into Mexico.
“Are You Lactating?”
In the late ’80s, Braniff Airlines planned to expand their ad campaign “Fly in Leather” (Vuela en Cuero) into Mexico.
“Fly Naked”
Courtesy of
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Embarazar
“It won’t leak in your pocket and embarrass you…” “It won’t leak in your pocket and make you pregnant”
To Embarrass
In the 70s, Chevrolet wanted to market their Nova model to Hispanics, but there was one problem...
NOVA literally translates to “no go” or “does not go”
Source: Luis Garcia, San Antonio based specialist on the Hispanic market and integrated strategies Courtesy of
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Tips For Advertising Authentically, Not Offensively
Focus On Hispanic Values and Cultural Awareness
• Family importance, traditions and lifestyles
Research Your Market
• Contact trusted Hispanic Marketing experts and research firms, invest in focus groups, etc…
• Language/cultural preferences depending on country of origin
Courtesy of
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CASE STUDY
Barrios Bellos Valley Toyota Dealers Association Presented by the Valley Toyota Dealers Association and
the Archives of Pediatrics revealed that parents who keep
Chicanos Por La Causa (CPLC), Barrios Bellos neighbor-
their children indoors to avoid the hazards of a dangerous
hood cleanup program is an ongoing Valley tradition that
neighborhood are setting up their kids for another kind of
brings together hundreds of volunteers and the support of
trouble—obesity.
other local companies and organizations to help strengthen neighborhoods that have a high Latino population through-
Throughout the years, the organizations have held rallies
out the Valley, generally focusing on South or West Phoenix.
at schools to gain volunteers and truly make a difference throughout these often poverty-stricken neighborhoods.
Recognizing the need to create a program that promotes clean neighborhoods as a key component of maintaining
Barrios Bellos further strengthens Toyota’s commitment to
communities safe and healthy, this one-of a kind beautifica-
improve education, safety and the environment by support-
tion program was developed by the Valley Toyota Dealers
ing non-profits that align with their overall goals of contrib-
in 2007 through early-on collaboration with Chicanos Por
uting to the communities they live and work within.
La Causa and significant support from the City of Phoenix. The Valley Toyota Dealers also give a check each year as Barrios Bellos is a positive first step in helping to create safe
a continued effort to improve Hispanic communities in the
and healthy neighborhoods throughout the Valley. Safety
Valley, and have donated a Toyota Tundra as the service
of a neighborhood is an important indicator of the overall
vehicle for the project.
economic and social health of its residents. Signs of neglect and disrepair, such as graffiti, abandoned cars, and street litter, send a message of indifference among neighborhood residents to others.
Photos Courtesy of Barrios Bellos
Research also has shown that people living in run-down, noisy neighborhoods are three times more likely to develop physical disabilities than residents of cleaner, better-maintained neighborhoods. And a study published in
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WE SELL CARS.
BUT YOU REALLY
MOVE PEOPLE.
HONORED TO SUPPORT THE ARIZONA HISPANIC CHAMBER AND THE LOCAL COMMUNITY.
VALLEY TOYOTA DEALERS AUTONATION
AVONDALE
BELL ROAD
2020 W. Bell Road Phoenix 602-863-0600
1250 S. Gilbert Road Chandler 480-898-6000
1550 E. Camelback Road Phoenix 602-264-2841
EARNHARDT
LARRY MILLER
RIGHT
RIVERVIEW
SURPRISE
I-10 and Elliot Road Tempe 480-598-0000
6136 E. Auto Loop Avenue Mesa 480-807-9700
10005 W. Papago Freeway Avondale 623-936-7700
8633 W. Bell Road Peoria 623-876-3400
7701 E. Frank Lloyd Wright Blvd. Scottsdale 480-778-2200
BIG TWO
202 and Dobson Road Mesa 480-655-4400
ValleyToyotaDealers.com
CAMELBACK
303 and Waddell Road Surprise 623-312-3100
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RESOURCES DATOS Arizona Resources 2015 • DATOS Arizona Resources 2015 • AAA Arizona • Advertising Age • AIDS.gov • American Express • American Heart Association • American Immigration Council • Arizona Community Forum • Arizona Department of Health Services • Arizona Diamondbacks • Arizona Hispanic Chamber of Commerce • Arizona Minority Education Policy Analysis Center (AMEPAC) • Arizona State University • Arizona State University Morrison Institute For Public Policy
• Arizona State University L. William Seidman Research Institute
• eMarketer • Experian • Families USA
• Arizona State University Thunderbird School of
• Gallup
Global Management
• Geoscape
• Blue Cross Blue Shield
• Gizmodo
of Arizona • Bureau of Labor Statistics • Campaign US • Cancer Treatment Centers of America
• Helios Education Foundation • Hispanic Millennial Project • IHS Global Insight • Instituto Cervantes • Institute for Health Promotion
• Center for American
Research at The University
Progress • Centers for Disease Control and Prevention
• JMIR Publications
• The College Board
• Keller Fay Group
• College Success Arizona
• Cox Communications
• International Trade Administration
• Chicanos Por La Causa
• Community Commons
of Texas
• Latin Post • Latino Commission on AIDS • Lutheran Immigration and
• Crain Communications
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RESOURCES
• Macerich
• Phoenix Children’s Hospital
• Maricopa Association of Governments (MAG)
• McKinsey & Company • Media Monitors • MIC Food • Migration Policy Institute (MPI) • MIND Research Institute • Mintel • National Association of Hispanic Real Estate Professionals (NAHREP)
Portal
Raceway
Community College District
Insurance Company
• Statista - The Statistics
• Phoenix International
• Maricopa County
• Massachusetts Mutual Life
• The State of Obesity
• Toyota and Barrios Bellos
• Phoenix Suns
• U.S. Census Bureau
• Pivot by Arteaga/Hyland
• U.S. Department of
LLP
• U.S. Department of Education
• Prudential Research
• U.S. Department
• R.L. Polk & Company
of Homeland Security
• Republic Media
• Univision/Univision
• Resurgent Republic
Arizona
• RetailDIVE
• Urban Institute
• The Roman Catholic
• Valley Metro
Diocese of Phoenix
• Valley of the Sun United Way
• Salt River Project (SRP)
• Nielsen
• Scarborough Research
• North American Research
• Selig Center for Economic
Partnership (NARP) • National Public Radio (NRP) • OYE! Business Intelligence • Partnership for a New American Economy • Pew Research Center
Commerce
• PricewaterhouseCoopers
• Vantage West Credit Union
Growth, University of
• VIANT
Georgia
• WestGroup Research
• Simmons National
• The W. K. Kellogg
Consumer Survey
Foundation
• St. Luke’s Health Initiatives
• Yankelovich
• State of Arizona - Voter
• Young Entrepreneurs Academy
Registration Data
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DATOS 2015
THE ARIZONA HISPANIC CHAMBER OF COMMERCE
P R E S E N T I N G
S I L V E R
M E D I A
S P O N S O R S
S P O N S O R
S P O N S O R S
Effective 09/11/15
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NOTES
RESOURCES
Notes
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“Know YOUR Customer” Customers, Clients, Constituents, Stakeholders... whatever you call them, knowing who they are and what they want
is critical to your success.
At WestGroup, we’ve been helping organizations connect with customers for over fifty years, regardless of who they are, where they live, or which language they prefer.
Give us a call or visit our
website for more information on how we can help YOU stay in touch.
602.707.0050 | westgroupresearch.com
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M A R K E T
ÂĄ Gracias ! The Roman Catholic Diocese of Phoenix supports the
Arizona Hispanic Chamber of Commerce
in its efforts to strengthen our diverse, vibrant and faith-filled communities.
Most Rev. Thomas J. Olmsted
Bishop of the Roman Catholic Diocese of Phoenix
Most Rev. Eduardo A. Nevares
Auxiliary Bishop of the Roman Catholic Diocese of Phoenix
Committed to Faith, Family and Education
Š2015 JPMorgan Chase & Co.
Building Stronger Communities
We proudly support the Arizona Hispanic Chamber of Commerce.
DATOS 2015
THE ARIZONA HISPANIC CHAMBER OF COMMERCE
LOS AMIGOS PARTNERS P L A T I N O
O R O
P L A T A
B R O N C E
Effective 09/11/15
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