Total Market Consumer Sentiment

Consumer Sentiment

2015

Contents

Methodology

Survey Results

Appendix

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample Size

Hispanics: n=611

White: n=317

African-American: n=302

Asian: n=306

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as White, African-American, Asian

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing January, 2015

Survey Results

Hispanics are noting a significant improvement in

their finances compared to last year.

African Americans and Asians are on par with

Hispanics reporting their finances have

improved.

Recent Trend in Household Finances

Base: All Respondents Hispanics (n=611), Whites (n=317), African Americans (n=302), Asians (n=306)

Recent Trend in Household Finances

47%B

34%

12%

32%

44%AC

22%A

49%B

33%

14%

43%B39%

14%

Improved Stayed the same Worsened

Hispanic (A) White (B) African American (C) Asian (D)

Letters indicate statistically

significant difference (95% confidence)

+20% from 27% in 2014

Thinking of all of the sources of income that contribute to your household , compared to this same time last year

would you say your household financial situation has:

Hispanics are more optimistic about family

finances for 2015 than they were last year about

finances for 2014.

Non-Hispanic Whites and Asians equally report

their optimism for 2015 with 47% saying they

believe finances will be “better than 2014.”

Outlook for Household Finances

Outlook for Household Finances

56%B

29%C

6%

47%

37%C

7%

64%AB

23%

4%

47%

36%C

8%

better than 2014 about the same as 2014 worse than 2014




+10% from 46% in 2014

Thinking of your own personal and your family finances for 2015, which of the following would you say best

describes your feelings towards this upcoming year?


AcculturationLow: 56%

Medium: 62%High: 44%

Hispanics were slightly more likely to have

purchased tech items this past year versus the

year prior.

There was no significant difference in the types

of purchases among the four ethnicity groups.

Recent Purchases

29%

24% 23%21%

15%12%

8%

30%

18%

24%

17%

12%15%

7%

25%22%

28%

23%

12% 12% 12%

37%C

25% 25%23%

16%13%

7%

Smartphone withInternet

New tablet New computer orlaptop

New home electronics Large kitchenappliance

Brand new car or truck Home, condominium


Past Year Purchases

Thinking about major purchases that people might buy for themselves or their family, have you purchased any of

the following in the past 12 months?



+5% from 24% in 2014 +4% from

20% in 2014+4% from

19% in 2014+3% from

18% in 2014


In comparison to last year, future plans for

purchasing electronic devices remain

unchanged for Hispanics.

Non-Hispanic whites are the least likely to

have plans to buy electronic devices, a new

vehicle, home or condominium.

Purchases Planned for Next 12 Months

38%B

30%B

37%35%D

26%

35%B

22%B26%

21%

31%28%

22% 23%

15%

42%B

29%B

40%

35%

27%

35%B

23%B

38%B

28%

41%

27%

21%

36%B

19%

Smartphone withInternet

New tablet New computer orlaptop

New home electronics Large kitchenappliance

Brand new car or truck Home, condominium


Purchases Planned for Next 12 Months

Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase

any of the following in the next 12 months?



For Hispanics, measures remain on par compared to 2014.

(+ or – 4% for any category)


Although Hispanics are the group most likely to

say their decision to purchase a new car or

truck was ‘in whole’ to get better gas mileage,

that measure dropped 10% compared to last

year.

New Car/Truck Purchases

New Car/Truck Purchases

Base: Recently purchased/planning to purchase a vehicle. Hispanics (n=77), Whites (n=30*), African Americans (n=36*), Asians (n=44*)

67%

19%

14%

57%

30%

13%

56%

27%

17%

60%

22%

18%

Yes, in whole

Yes, in part

No, gas mileage was not an important factor

Hispanic (A)

White (B)

African American (C)

Asian (D)



*Caution, small base

-10% from 77% in 2014

Was your decision to purchase a brand new car or truck motivated in whole or in part by desire to get a car that gets

better gas mileage?

Hispanics are considerably more optimistic

about the US economy in 2015, compared to

how they felt last year about 2014.

Non-Hispanic Whites are most pessimistic and

more likely to say the economy will be worse in

2015 than any other group.

Outlook for U.S. Economy

46%B

32%C

10% 11%

32%

37%C

18%AC

13%

52%B

21%

10%

16%AD

46%B

33%C

11% 10%

Better in 2015 About the same in 2015 Worse in 2015 Not sure


Outlook for U.S. Economy

Thinking about the U.S. economy in general, which of the following would you say best describes your feelings

about where things are headed over the next year?



+9% from 37% in 2014

-6% from 38% in 2014

-4% from 14% in 2014


AcculturationLow: 49%

Medium: 50%High: 35%

Availability of jobs is the top concern among all

groups, but it’s notably higher among African

Americans.

Economic Issue of Greatest Concern

Economic Issue of Greatest Concern

If you were to rank the following economic issues in our economy as a whole where "1" is the issue you are currently

most concerned about and "5" equals the one you are least concerned about, how would you rank the following?

33%

32%

15%

10%

9%

33%

24%

21%C

12%

9%

40%

29%

13%

11%

6%

32%

27%

16%

13%

11%

Availability of jobs

Rising prices

National budget deficit

Financial markets

Housing market

Hispanic (A)

White (B)

African American (C)

Asian (D)


significant difference (95% confidence)Base: All Respondents Hispanics (n=611), Whites (n=317), African Americans (n=302), Asians (n=306)

Appendix

MetricHispanics

n=611

White

n=317

African-

American

n=302

Asian

n=306 MetricHispanics

n=611

White

n=317

African-

American

n=302

Asian

n=306

Male 51% 50% 48% 47% Born in the U.S. 67% 95% 94% 46%

Female 49% 50% 52% 53% Moved here 33% 5% 6% 54%

Average years living in

U.S.14 17 17 11

Age

18 to 34 47% 34% 41% 39% Household Income

35 to 64 54% 66% 58% 60% Less than $30,000 14% 9% 16% 9%

Mean age 37 42 40 40$30,000 to less than

$50,00020% 14% 22% 15%

$50,000 to less than

$70,00016% 21% 15% 15%

Census Region70,000 to less than

$100,00012% 10% 9% 13%

Northeast 14% 19% 17% 21% $100,000 or more 13% 28% 12% 37%

Midwest 9% 26% 17% 12% Median income ($000) $43 $60 $38 $73

South 37% 35% 57% 23%

West 40% 20% 9% 44% Own/Rent

Own home 53% 68% 48% 63%

Rent home 44% 31% 49% 35%

Sample Profile

Sample Profile

MetricHispanic

n=611

White

n=317

African-

American

n=302

Asian

n=306 MetricHispanic

n=611

White

n=317

African-

American

n=302

Asian

n=306

Marital Status Educational Attainment

Married 48% 49% 35% 63% Less than High School 5% 5% 3% 0%

Single 32% 27% 44% 26% High school graduate 21% 23% 20% 6%

Living with partner 10% 12% 8% 4% Some College, but no degree 25% 25% 29% 16%

Separated/divorced 9% 8% 11% 5% Trade or technical school 6% 5% 5% 3%

Widowed 1% 3% 1% 1%Graduated from 2-year

College9% 10% 13% 10%

Graduated from 4-5 year

College27% 21% 24% 44%

Average household size 3.4 2.9 2.7 2.9 Post Graduate Degree 6% 10% 5% 20%

Presence of Children Employment Status

No children <18 present 46% 61% 64% 54%Employed or self employed

(net)68% 62% 58% 69%

Any children <18 present 54% 39% 36% 46% Full-time Homemaker 10% 11% 9% 11%

Currently unemployed 10% 12% 11% 9%

Student, not employed 7% 4% 8% 5%

Unable to work/Disabled 3% 5% 7% 1%

Retired 2% 7% 7% 5%

Sample Profile

Metric

Hispanics

n=611

Language Spoken at Home

Spanish only 11%

Spanish mostly 23%

Spanish and English equally 28%

English mostly 19%

English only 19%

Country of Origin

Mexican/Mexican American 64%

Puerto Rican 13%

South American 11%

Cuban 6%

Central American 7%

Dominican 4%

Acculturation

Less Acculturated 25%

Bicultural 47%

More Acculturated 27%

Contact Info

Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Gus Peña

818-843-0220 x107

[email protected]

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





Marketing

Total Market Consumer Sentiment