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Transcript of 2012 Datos Book
Helping the Valley’s many communities thrive is at the heart of everything we do. After all, we live here too. For more than 100 years, SRP has supplied the Valley with water and energy. Besides being a steward of these crucial resources, SRP continues to invest in the area through educational partnerships that develop a skilled workforce to attract businesses to the Valley. Whether it’s economic development, the environment, human services, education or the arts, SRP is committed to helping our many communities prosper for generations to come. To learn more, visit srpnet.com/community.
SUPPORTING ECONOMIC DEVELOPMENT.
1
WELCOME
The numbers don’t lie.
We’ve all heard that expression before – and it rings especially true when you look at how the Latino community affects Arizona’s economy. One expert observer has described the numbers we present in the 16th edition of DATOS: Focus on the Hispanic Market as nothing less than “astounding.” We couldn’t agree more.
What is different and exciting about DATOS this year is that we are releasing our far-reaching annual report in conjunction with the Arizona Hispanic Chamber of Commerce’s first-ever, two-day business symposium, Transforming Arizona’s Economy.
As you read the report, note than much of the information is based on the latest U.S. Census figures. The report is chock full of impressive data that clearly verifies that Hispanics are a formidable economic force to be reckoned with – now and for the foreseeable future.
It’s undeniable that the global recession hit our local community hard, but here’s another undeniable fact: Our community is strong and resilient, and will not be defeated. Arizona’s Hispanic population grew by 46 percent between 2000 and 2010, and is estimated to grow another 50 percent by 2020.
Arizona has been described as an “opportunity oasis” for Latino and other communities of color. And, as the economy continues to recover, Hispanics in particular will be a critical part of the state’s future prosperity.
Did you know that Phoenix is now a minority-majority city? In less than a generation, Hispanics will be the state’s majority population. What does this mean to companies, both for-profit and non-profit, that do business in this state? To succeed and prosper, they must answer this question: “How do I give my Hispanic customers what they need?”
The answer is a surprisingly simple one. Hispanic consumers need what all other consumers need: respect. What is different for our community is that we want respect with a cultural twist.
The Arizona Hispanic Chamber’s corporate supporters, our Los Amigos members, fully understand our need. Both the University of Phoenix (the presenting sponsor for the symposium) and SRP (the presenting sponsor for today’s luncheon and the publication of DATOS) are not only engaged in a variety of community activities, but the way they do business every day shows how much they value their growing Hispanic customer base and its dramatic impact on the local economy.
They definitely understand, “The numbers don’t lie.”
Gonzalo a. de la Melena, Jr. Hector Peñuñuri
President & CEO DATOS Chair Arizona Hispanic Chamber of Commerce SRP
WELCOME TO DATOS 2012
2
ACKNOWLEDGEMENTS
Juan José ayalaWestGroup Research
Jaime BoydUnivision Communications, Inc.
Gonzalo a. de la melena, Jr.Arizona Hispanic Chamber of Commerce (AZHCC)
Fernando de la mora
Consulate General of Mexico in Phoenix
Gema duarte lunaDuarte Luna Consulting
laura a. FullinGtonMacerich
James e. GarciaArizona Hispanic Chamber of Commerce (AZHCC)
camilla innesThe Dial Corp., a HenkelCompany
ellen JacoBsSRP
todd landFried
Arizona Employers for Immigration Reform
norma maciasArizona Hispanic Chamber of Commerce (AZHCC)
césar m. melGoza
Geoscape
Bryanna mcHenrySRP
Kevin norGaardUnivision Radio
Hector PeñuñuriSRP
monica s. villaloBosResearchByDesign
Kerry WilliamsUnivision Communications, Inc.
PROFESSIONAL RESEARCHERS
dr. loui olivasDirector
andrea WHitsettMorrison Institute for Public Policy
STUDENT RESEARCHERS
Brian cordovaGraduated Spring 2011
miGuel cruzMBA, Graduated Spring 2011
marco a. FloresBusiness Tourism & Urban Planning Major
clayton Gudeman2nd year MBA
raúl a. martinezGraduated Spring 2011
Kristell millanFinance & Global Politics in Business Major
luis e. rodriGuezBusiness Communications & Business Tourism ManagementMajor
anna c. valenzuelaHealth Sciences (Pre-Professional)Major
andrea contrerasGraphic Designer
James e. Garcia
Co-Editor
carmen G. martínezGraphic Design Director
Karen murPHyCopy Editor/Proofreader
monica villaloBosCo-Editor
aot/XeroXPrinter
ARIZONA STATE UNIVERSITY DATOS CONTENT TEAM
PRODUCTION TEAM
ACKNOWLEDGEMENTS
DATOS 2012 CONTENT COMMITTEE (Listed in alphabetical order)
In DATOS 2012, the terms Hispanic and Latino are used synonymously, as are Native American and American Indian, and African-American and black. White, non-Hispanic 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.
TERMINOLOGY AND RESEARCH NOTES
3
ACKNOWLEDGEMENTS
INTRODUCTION 7
SECTION I: CONSUMER BEHAVIOR 9
PURCHASING POWER 9
CONSUMER 17
TECHNOLOGY 42
MEDIA 50
POLITICS 59
SECTION II: CONSUMER DEMOGRAPHICS 67
POPULATION 72
EDUCATION 84
IMMIGRATION 93
BUSINESS 100
TRADE WITH MEXICO 111
RESOURCES 118
TABLE OF CONTENTS
6171 HISPANIC CHAMBER OF COMMERCE AD size: 78.25 x 10 NO BLEED due to pub: Mon, 4/9 rel info: pdf to terrimEazhcc.com
©2012 Cox Communications Arizona, LLC, dba Cox Communications. All rights reserved.
WE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THEREWE’RE THERECox Communication’s commitment to diversity extends beyond our workplace into the communities we serve. Cox is proud and
committed to serving our ever-growing Hispanic community.
When it comes to supporting our community,
6
SPECIAL THANKS
Special Thanks to Dr. Olivas!
“Dr. O expects the highest standards of his student work-ers, always pushing us to see our work with him as we would a job working for a high-level executive. In keeping with that, he treats all of his student work-ers with the utmost respect and allows us the opportunity to undertake tasks and responsi-bilities that many of our peers are very unlikely to be allowed in their jobs and internships. As a mentor, Dr. O expects us all to become the best person we can become and is always eager to offer his personal ad-vice or support in helping us achieve our goals, whatever they may be. In all, Dr. O truly cares about all of his students and gives us every opportunity he can to help us learn, grow, and succeed in our lives.” KRISTELL MILLÁN
“There is a lack of professional Hispanic males role models and because I have seen one and worked with one, I will be-come one. A great teacher always knows that his job is not accomplished until his student is capable of teaching another and so it goes. He has taught me to be punctual, humble, respectable, attentive, and to treat all Latina women with respect. He would say, “if you believe you can achieve.” I always knew when he was dis-appointed when I heard him say “Mijo, what were you thinking?” RENÉ SALINAS
“He expects nothing but the best from the people he is work-ing with and is always pursing the highest quality in the work he is involved in, which includes DATOS. He is a role model to all.” ANNA VALENZUELA
“In my view, Dr. O, over his many years at ASU, was more than a mentor and an advisor...he was an institution. So many generations of stu-dents who have worked for him and/or been members of the Hispanic Business Students As-sociation (HBSA) have benefit-ed from his mentorship and his three decades of support for the organization and its students. While Dr. O demanded the highest quality work product and constantly pushed us to be more professional, he did so con cariño. For those of us who have worked on DATOS and many other of Dr. O’s initia-tives, I can say personally that what I learned on these proj-ects, has made me a stronger student and alumnus today.” MICHAEL TREJO
WHAT HIS STUDENTS HAVE TO SAY —
Louis Olivas Professor Emeritus,
Management Department W. P. Carey School of Business
Arizona State University
Since 1999, Dr. Olivas has authored the annual DATOS report bringing national attention to the state’s Hispanic population. Dr. Olivas’ contributions to the Latino community of Arizona as an educator are evident in the DATOS legacy he has created and in the student population he has mentored. The ARIZONA HISPANIC CHAMBER OF COMMERCE is proud and honored to have Dr. Olivas as a valuable part of its organization.
7
INTRODUCTION
If you’ve ever questioned the
purchasing power of Hispanic
consumers or the value of
culturally relevant marketing, it is
time to take note.
DATOS 2012: Focus on the
Hispanic Market, which makes use
of the latest data from the
decennial census and a wide
variety of other sources, affirms
the steady, rapid growth and
influence of the Hispanic
population – a deeply rooted
community that is proving it will
not be diminished by political
whims or economic cycles.
“There’s only one way to say it:
Arizona’s Hispanic community is a
powerful and growing economic
force in our state. What this year’s
report shows is that we are an
undeniable asset when it comes
to building the future of Arizona,”
says Gonzalo A. de la Melena, Jr.,
president and CEO of the Arizona
Hispanic Chamber of Commerce.
Despite a sluggish economy,
persistent anti-immigrant rhetoric
and divisive legislation, Arizona’s
Hispanics now comprise 31.2
percent of all state residents;
Hispanic purchasing power in
Arizona is at an all-time high of
$40 billion; and Mexico continues
to be a critical and growing trade
partner.
This report shows that the strength
of today’s Hispanic market is not
only undeniable, it’s helping to
transform Arizona’s economy.
As Hispanics carry out their myriad
roles as parents, students, business
owners, volunteers, artists, activists
and more, they consume goods
and services that drive significant
dollars through our state and local
economies. Attached to these
dollars are cultural identities and
preferences that cannot be
ignored by businesses that must
connect with Hispanic consumers.
This year’s report is more robust
than ever, including compelling
data on social media use,
educational attainment, retail
and automotive preferences,
birth and fertility, immigration,
and the impact of the Hispanic
electorate. In a competitive
market that boasts more media
and purchasing options than
ever before, savvy businesses
are paying keen attention to the
cultural and demographic trends
highlighted in this report.
The research and publication
of DATOS 2012 also breaks new
ground, thanks to the participa-
tion of a special editorial content
team led by Dr. Loui Olivas that
brought together the brainpower
and expertise of the Morrison
Institute for Public Policy at
Arizona State University, West-
Group Research, SRP, Geoscape
International, Macerich, Univision,
Henkel/Dial, Arizona Employers for
Immigration Reform, the
Consulate General of Mexico in
Phoenix and the Arizona Hispanic
Chamber of Commerce.
Thanks to the Arizona Hispanic
Chamber’s team of skilled
researchers and content
contributors – and the support
of our sponsors – we believe
DATOS 2012 is the state’s premier
guide to understanding Arizona’s
evolving demographics and
decoding Hispanic consumer
behavior.
—Andrea Whitsett, policy analyst, Morrison Institute for Public Policy at Arizona State University
GROWTH OF HISPANIC ECONOMIC CLOUT UNDENIABLE
INTRODUCTION
8
CONSUMER BEHAVIOR
DATOS 2012 HIGHLIGHTS
» With more than $1.2 trillion in purchasing power, U.S. Hispanics are the 15th largest consumer market in the world.
» During 2000–2010, Arizona’s Hispanic population increased by 46% and now makes up nearly 33 percent of the state’s population.
» U.S. Hispanics accounted for more than 50 percent of the total U.S. population growth from 2000-2010.
» By 2015, Arizona’s Hispanic purchasing power will grow to $50 billion, up from $40 billion in 2012.
» From Fall 1998 to Fall 2012, Hispanic students accounted for 87% of Arizona’s total student enrollment increases. In 2012, Hispanic student enrollments will surpass white, non-Hispanic students.
» In May 2011, Hispanics were the largest group of high school graduates in Arizona.
» During 2000–2010, Pinal County nearly doubled its Hispanic population.
» Yavapai County’s Hispanic population grew by 75 percent and Mohave County saw a 72 percent increase.
» Maricopa County has the state’s largest Hispanic population, which grew 48 percent from 2000 to 2010 to 1.1 million.
» Arizona has the fifth largest percentage of Hispanic-owned businesses in the U.S., 10.7 percent, about 20,000 of which are Latina-owned.
» In 2010, the average Hispanic household income in Phoenix earned $51,395 and it is expected to grow at a faster rate than that of the general Phoenix population.
» The top three Hispanic household spending categories in Arizona are:
1. food at home ($1.92 billion, or 36%),
2. clothing ($826 million, or 16%) and
3. fast-food ($745 million, or 14%).
» Hispanics actively use video-sharing websites. Sixty-four percent of Hispanics visit video-sharing websites, and 66 percent of those visiting the sites make an online purchase.
» An astounding 70 percent of Hispanics in the U.S. are engaged in social media; namely Facebook, Twitter and the reading and writing of blogs.
» A record number of Arizona Hispanics and Hispanics nationwide (12.2 million) will vote in the 2012 Presidental election.
9
CONSUMER BEHAVIOR
PURCHASING POWERThe billions of
dollars injected into the U.S. economy every year by
Hispanics is a tangible measure of the population’s growing influence
in every aspect of society. Growth in Hispanic purchasing
power parallels Hispanic population growth.
U.S.
In 2010, Hispanic purchasing power reached a staggering $1.04 trillion and is expected to
reach $1.5 trillion by 2015.
Arizona
In 2010, Arizona Hispanic purchasing power reached $34 billion, or 17% of Arizona’s total
purchasing power. It is projected to grow by another 50% to $50.3 billion by 2015.
Maricopa and Pima Counties
In 2010, Hispanic consumers in Maricopa County spent $20.7 billion, while Pima County
Hispanic consumers spent $5.2 billion.
Phoenix Metro
In Phoenix, Hispanic consumers spent $7.8 billion in 2010 and are expected to spend
$11.5 billion in 2015, a 47% increase. Phoenix Hispanic consumer spending is projected
to increase by more than 119 percent by 2020, while consumer spending for the Phoenix
population overall is estimated to grow at half the rate of Hispanic spending.
HISPANIC MARKET HIGHLIGHTS
10
CONSUMER BEHAVIOR
¿Sabías Qué?The buying power of Hispanics will rise from $1 trillion in 2010 to $1.5 trillion in 2015, accounting for nearly 11% of the nation’s total buying power.
—Portada-Online.com
PURCHASING POWER
11
CONSUMER BEHAVIOR
PURCHASING POWER
12
CONSUMER BEHAVIOR
PURCHASING POWER
13
CONSUMER BEHAVIOR
PURCHASING POWER
14
CONSUMER BEHAVIOR
PURCHASING POWER
By partnering for the common good we can achieve uncommon results. Chase and J.P. Morgan proudly support the Arizona Hispanic Chamber of Commerce on the release of the 16th annual DATOS report.
© 2012 JPMorgan Chase & Co.
jpmorgan.com chase.com
Reduce your energy costs. Strengthen your bottom line.APS Solutions for Business makes energy efficiency easier and more affordable by offering cash rebates and information to help business customers reduce electricity use. When your business uses less energy, you save money. Rebates are available for lighting, refrigeration, motors, heating and cooling and more. Discounts on energy efficiency training workshops are also available.
To learn more about the APS Solutions for Business program, visit aps.com/businessrebates.
This program is funded by APS customers and is approved by the Arizona Corporation Commission.
19263 7.25x10_SFB-AZHCC_FL.indd 1 4/9/12 9:09 AM
17
CONSUMER BEHAVIOR
CONSUMERTo reach the influential and
fast-developing Hispanic market, it is imperative to understand how
Hispanics behave as consumers. For an advertising campaign to succeed in the Hispanic market, it is critical to establish marketing strategies
that appeal to Hispanics’ consumer behavior and preferences.
18
CONSUMER BEHAVIOR
LATINA
CONSUMER
19
CONSUMER BEHAVIOR
¿Sabías Qué?Hispanic men are 50% or more likely than their female counterparts to earn $50,000 or more per year.
—U.S. Census Bureau
LATINA
CONSUMER
20
CONSUMER BEHAVIOR
When ranking financial institutions, Hispanic consumers in Phoenix list traditional mainstream
banks such as Wells Fargo, Bank of America and Chase far above credit unions and other
banks. Hispanic investors in Tucson use investment products less than non-Hispanics, but
still recognize their potential. In keeping with older Hispanics’ aversion to debt, Hispanic
consumers overall prefer the perceived lower risk of mutual funds to the perceived higher risk
of stocks or other investments, particularly additional mortgage debt.
Considering that the Hispanic population overall tends to use financial services less
than non-Hispanics, we can expect Hispanics to favor paying cash for their purchases in the
coming year as the economy continues to recover.
Foremost to understanding Hispanic consumers is knowing
how they use and invest their money. In this fluctuating economy, making any
broad-based assumptions about the financial knowledge, practices and behaviors of any population is risky (particularly the dynamic Hispanic population), but several trends illustrate the financial comfort
zone for the present-day Hispanic consumer.
HISPANIC MARKET TRENDS
CONSUMERFINANCIAL SERVICES
21
CONSUMER BEHAVIOR
FINANCIAL SERVICES
CONSUMER
¿Sabías Qué?¿Sabías Qué?Sixty percent of Hispanics aged 50 and up prefer payment with cash.Only 15% prefer paying with a credit card.
—AARP Viva Polls
22
CONSUMER BEHAVIOR
CULTURE
CONSUMER
23
CONSUMER BEHAVIOR
ADVERTISING ATTITUDES
CONSUMER
24
CONSUMER BEHAVIOR
ADVERTISING ATTITUDES
CONSUMER
25
CONSUMER BEHAVIOR
¿Sabías Qué?Hispanics represent 16% of the U.S. population, but only 4% of the total advertising market.
—Portada-Online.com
ADVERTISING ATTITUDES
CONSUMER
26
CONSUMER BEHAVIOR
In the coming year, more than 20 percent of Hispanic consumers in Tucson, for example,
expect to buy household furniture, electronics and technology.
In the area of health and wellness, almost 20 percent of Hispanics 45 or older used
herbal supplements or remedies in 2010 for ordinary ailments such as pain relief and stomach
aches. Hispanics also are the least likely to have health insurance in the United States. And,
although Hispanics are 16 percent of the U.S. population, only eight percent of U.S. retirees
in 2010 were Hispanic.
Though Hispanics account for 16 percent of the U.S.
population, consumer spending in the Hispanic community is growing at twice the rate of non-Hispanics.
HISPANIC MARKET TRENDS
CONSUMERRETAIL/SHOPPERS
27
CONSUMER BEHAVIOR
RETAIL
CONSUMER
28
CONSUMER BEHAVIOR
RETAIL
CONSUMER
29
CONSUMER BEHAVIOR
As a reflection of the growing and relatively young Hispanic population as compared to the
aging non-Hispanic population, Hispanics use maternity care, pediatrics and other hospital
services more than non-Hispanics. Non-Hispanics, however, were seen in hospitals more for
cardiac conditions than Hispanics.
In a Phoenix survey, 64 percent of Hispanics were insured for health services, compared to
90 percent of non-Hispanics. Hispanics ranked BlueCross BlueShield and UnitedHealthcare
highest among health insurance providers in Phoenix.
Among young Hispanic adults, more than half were uninsured in 2009, compared to 34
percent of blacks and 24 percent of white, non-Hispanics. Only one-third of Hispanics
had private health insurance, compared to 43 percent of blacks and 66 percent of white,
non-Hispanics.
In health care, there is a wide range of Hispanic consumer
experiences, from having insurance to not being able to afford it; from
seeing a doctor to maintain good health to facing a health crisis in a hospital
emergency room. In 2010 alone, Phoenix Hispanics spent
$699 million on health care.
HISPANIC MARKET TRENDS
CONSUMERHEALTH CARE
30
CONSUMER BEHAVIOR
HEALTH CARE
CONSUMER
31
CONSUMER BEHAVIOR
HEALTH CARE
CONSUMER
32
CONSUMER BEHAVIOR
FOOD
CONSUMER
33
CONSUMER BEHAVIOR
¿Sabías Qué?The product shipment value of frozen enchiladas produced in the United States was $48.9 million in 2002. Frozen tortilla shipments were valued even higher, at $156 million.
—U.S. Census Bureau
FOOD
CONSUMER
34
CONSUMER BEHAVIOR
¿Sabías Qué?Latinos traditionally consume more mayonnaise than other households.
—Hispanic Market Weekly
FOOD
CONSUMER
35
CONSUMER BEHAVIOR
Hispanics go to the movies more frequently than non-Hispanics, with 24 percent, or nearly
one in four, seeing three or more movies per month in the theater, compared to 15 percent
of all adults. Sixty percent of younger Hispanic consumers, ages 18-24, are more likely to
see three or more movies in a theater per month than all other consumers in the same age
group. In older age groups, Hispanics are less likely than other consumer groups to see three
or more movies per month.
More than a third of Hispanics (35 percent) are sports fans and 15 percent consider
themselves avid fans, compared to 28 percent of white, non-Hispanics who are fans, and
only 10 percent who are avid fans. Hispanics are just as involved in fantasy sports leagues as
white, non-Hispanics, and are interested in a slightly wider variety of sports.
Among Hispanics who speak primarily English, the National Football League is the most
popular league. However, among Spanish-speaking and bilingual Hispanics, soccer is the
most popular sport. The top five sports when ranked by total Hispanic fan base are football,
baseball, basketball, boxing and extreme sports.
Hispanics generally choose to spend their leisure time with
larger familial groups of relatives and friends. Movies and sporting
events are top preferences for entertainment.
HISPANIC MARKET TRENDS
CONSUMERENTERTAINMENT
36
CONSUMER BEHAVIOR
¿Sabías Qué?A total of 78% of U.S. Hispanics are NFL fans. —ESPN
Fifteen NFL teams haveSpanish-language radiobroadcasting.
—National Football League
ENTERTAINMENT
CONSUMER
37
CONSUMER BEHAVIOR
ENTERTAINMENT
CONSUMER
38
CONSUMER BEHAVIOR
In 2010, Phoenix Hispanics spent nearly $700 million on vehicle purchases, which directly
reflect a specific cultural factor: Hispanic families generally are larger than non-Hispanic
families, requiring larger vehicles or more vehicles per household.
Next to housing and food, transportation is often the
largest expense for any household. The preferences of Hispanic consumers in the automotive market deviate from
non-Hispanics, giving automakers and dealers the opportunity to
compete for this significant market share.
CONSUMERAUTOMOTIVE
HISPANIC MARKET TRENDS
39
CONSUMER BEHAVIOR
¿Sabías Qué?
AUTOMOTIVE
CONSUMER
The automotive market is recovering faster among Hispanics – purchases rose 7% in the first three quarters of 2010 compared to 4% for the overall market.
—Polk & Co.
SALUD!MillerCoors and Crescent Crown Distributing are
committed to recognizing and embracing the contributions and achievements of the Latino
Community in Arizona. We are strong supporters of the Arizona Hispanic Chamber of Commerce and its efforts to increase opportunities in our community.
!
29
42
CONSUMER BEHAVIOR
Cell phones are a technological staple of
American society. The top uses of cell phones in the
Hispanic market are very similar to the rest of the market, with text
messaging by far the most popular use of a cell phone. Email, music and Internet searching are the next top uses. Yet, clear distinctions
surface in the per capita rate of use.
Hispanic users are almost two times more likely to switch wireless carriers in the next year,
and 45 percent of Hispanic cell phone owners have smartphones, compared to 27 percent
of non-Hispanic whites.
About 72 percent of Hispanic cell phone users make movie plans on their phones, including
looking up movie times and theater locations (data plan use). Hispanic users also are more
likely than the general market to choose a movie based on ads on their mobile phones. With
their strong familial connections, 55 percent of Hispanic cell phone users influence others by
contacting friends and family on their cell phones within four hours of seeing a movie and
discussing movies on social networks.
HISPANIC MARKET TRENDS
TECHNOLOGYMOBILE
43
CONSUMER BEHAVIOR
¿Sabías Qué?Hispanics accounted for 43% of all new wireless subscribers between 2009 and 2010.
—Experian Consumer Research
MOBILE
TECHNOLOGY
44
CONSUMER BEHAVIOR
The total Internet audience of unique visitors grew by 109 percent from 2004 to 2010, while
the growth of unique visitors who preferred Spanish grew by 123 percent. From 2009—2010,
the growth in unique visitors who preferred Spanish was 31 percent as compared to 29
percent who preferred English.
Spanish is spoken by nearly 500 million people around the world. It is the second most popular language for international communications, and the
third most popular language among Internet users, after English and
Chinese, respectively.
HISPANIC MARKET TRENDS
TECHNOLOGYLANGUAGE ONLINE
45
CONSUMER BEHAVIOR
An astounding 70 percent of Hispanics in the U.S. are engaged in social media; in
particular, Facebook, Twitter and the reading and writing of blogs. Advertisers should know
that Hispanics are more actively involved in Facebook and other social media than non-
Hispanics. The top industries using social media to reach out to Hispanics are the automotive,
consumer packaged goods, quick-service restaurants, airlines and telecommunications
industries.
Hispanic bloggers overwhelmingly wrote about parenting and Hispanic issues, as well as
heritage, culture, cooking/recipes, fashion/beauty and art.
Hispanics also actively participate in video-sharing websites. Sixty-four percent of Hispanics
visit video-sharing websites. More than 9 out of 10 of those Hispanics use YouTube and 41
percent made a purchase online.
Social media has a natural appeal for Hispanics. By design, social media is about connecting, networking and sharing — all integral elements of the Hispanic culture of family and relationships. Hispanics have taken
to social media so quickly that it has practically become the main
form of communication in the community.
HISPANIC MARKET TRENDS
TECHNOLOGYSOCIAL MEDIA
46
CONSUMER BEHAVIOR
¿Sabías Qué?Spanish speakers are the third-largest language group among Internet users, with 8% of the total, after English (38%) and Chinese users(22%).
—YahooNews.com
SOCIAL MEDIA
TECHNOLOGY
47
CONSUMER BEHAVIOR
SOCIAL MEDIA
TECHNOLOGY
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wellsfargo.com © 2012 Wells Fargo Bank, N.A. All rights reserved. Member FDIC. 127237 04/12
50
CONSUMER BEHAVIOR
Overall, advertisers spent $4.3 billion to reach
Hispanics in 2010, a 14 percent increase over 2009, according to
the Association of Hispanic Advertising Agencies.
MEDIA
51
CONSUMER BEHAVIOR
When Hispanic viewers want news about their family’s country of origin, they prefer
watching on Spanish-language television more than two to one (38 percent to 17
percent). For daily news, the preference for Spanish-language television is slightly greater; 36
percent prefer Spanish-language broadcasts, while 33 percent prefer English-language
outlets. However, when a disaster is occurring, Hispanic viewers prefer to receive news and
instructions in English rather than Spanish (42 percent to 25 percent).
In general, 10 percent of the Hispanic market refers to both Spanish- and English-language
programming when shopping for food, a major appliance or electronics, or a car.
Another element of the Hispanic television market worth noting is that, while Hispanics
use premium-channel cable TV service and HDTV service at the same rate as the white,
non-Hispanic market, they are less likely to use DVR and on-demand movies. They are,
however, more likely to use pay-per-view for movies or events.
The number of Spanish-language television stations, radio stations,
broadcast networks and print outlets is increasing. That should be no
surprise, given that half of all U.S. population growth from 2000 to 2010
was as a result of the increasing Latino population.
MEDIATELEVISION
HISPANIC MARKET TRENDS
52
CONSUMER BEHAVIOR
¿Sabías Qué?A total of 66% of Hispanics say very few brands genuinely care about the state of their communities, but 79% say companies that make sincere efforts to be a part of their communities deserve their loyalty.
—Research Alert Vol. XXVIII, No. 19
TELEVISION
MEDIA
53
CONSUMER BEHAVIOR
In step with this rise in advertising revenue, automakers and dealers increased their radio
investment in 2010 by 22 percent to $1.8 billion, a reflection of the remarkable rebound in the
auto industry.
On the digital front, streaming websites and HD radio showed the highest rate of increase in
advertising dollars for the year, with a 24 percent growth to $616 million.
Despite a boom in Internet usage and the availability of cable
television channels, radio advertising revenue increased six percent in 2010
to $17.3 billion, reflecting the biggest annual growth rate
in more than a decade.
HISPANIC MARKET TRENDS
MEDIARADIO
54
CONSUMER BEHAVIOR
RADIO
MEDIA
55
CONSUMER BEHAVIOR
When questioned about their preferences for gathering information, Hispanics preferred the Internet over newspapers when:
» shopping for a car (28 percent to 15 percent),
» searching for news about their family’s country of origin (21 percent to 4 percent),
» marginally more when shopping for a major appliance or electronics (26 percent to 22 percent) and
» searching for general news (12 percent to 6 percent).
The biggest departure from this trend is shopping for food: Most Hispanics prefer to find their food bargains in English-language newspapers (22 percent) and Spanish-language newspapers (10 percent) when compared to the Internet (6 percent).
The number of Hispanic print news publications has remained more or less constant from 2007 to 2009, while English-language newspapers have seen a 17 percent decline in circulation from 2004 to 2009. According to the National Association of Hispanic Newspapers, there were 835 Hispanic newspapers in 2009.
A 2009 marketing survey of readers of Hispanic publications by Alloy Access found:
» 74% have read three or more of the last five issues;
» 82% and the same number report sharing their copy with at least one other person;
» 26% share their paper with at least four others;
» 53% have been reading their favorite Hispanic newspaper for three or more years; and
» 57% are younger than 35.
Even as Internet use for news, shopping and communications rapidly
expands, print media, including newspapers, magazines and bulk mail
advertising, remains an effective advertising outlet.
MEDIAPRINT
HISPANIC MARKET TRENDS
56
CONSUMER BEHAVIOR
MEDIA
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Diversity is our common thread.
59
CONSUMER BEHAVIOR
As the 2012 election cycle heats up, campaign strategists are
deciphering polls and developing advertising
strategies, hoping to attract the ever-elusive swing voters this
fall. The process is never easy, but political analysts say the rapid
growth of Arizona’s Hispanic voting base, the
decennial redistricting process and the state’s contentious
political climate in recent years are expected to have a tangible effect on the 2012 elections. A
recent analysis by Univision sheds light on Latino voting trends in
Arizona and nationwide.
POLITICS
60
CONSUMER BEHAVIOR
In 2008, about 35 percent more Hispanics were registered to vote in Arizona than in 2000.
Based on an established pattern of a 17- to 18-percent growth rate for each four-year
election cycle, an estimated 482,000 Hispanics in Arizona could be registered to vote in 2012
and 317,000 of those voters could go to the polls in November 2012. Statewide voter turnout
organizations led by a coalition called One Arizona have set a goal to register 100,000 new
Latino voters this year.
In each of the past two general elections, 56 percent of Arizona Hispanic voters have
supported the Democratic presidential candidates and 43 percent and 41 percent of
Hispanics voted for the Republican candidates in 2004 and 2008, respectively. At the same
time, only 11 percent of Hispanics identified themselves as Republicans in Arizona in 2011.
Univision commissioned a poll in the Fall of 2011 of likely Hispanic and non-Hispanic voters.
In that survey, 65 percent of Hispanic respondents cited “jobs and the economy” as the top
reason they would vote for a presidential candidate, followed by immigration (23 percent),
education (16 percent) and health care (12 percent).
In the meantime, more than 12.3 million Latinos are expected to vote nationwide this year,
up 26 percent from the 2008 election cycle. However, approximately 22 million Hispanic
are eligible to vote, according to the National Association of Latino Elected and Appointed
Officials (NALEO) Educational Fund.
HISPANIC MARKET TRENDS
61
CONSUMER BEHAVIOR
¿Sabías Qué?The number of U.S. Latino adults who are eligible to vote increased from 13.2 million in 2000 to 21.3 million in 2010
—Hispanic Market Weekly
POLITICS
62
CONSUMER BEHAVIOR
POLITICS
63
CONSUMER BEHAVIOR
POLITICS
64
CONSUMER BEHAVIOR
POLITICS
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67
CONSUMER DEMOGRAPHICS
The world’s shifting populations reflect ever-increasing mobility
and interactivity. In recent decades – and particularly since the advent of the Internet Age –
technological advances have effectively toppled conventional
barriers that once isolated societies from each other.
Yet, even as the 2001 terrorist attacks and the destructive fallout of global economic
recession produced new brands of cultural and physical
obstacles, the explosion of social media and mobile electronic devices have
challenged the traditional concepts of “borders”
and “cultures.”
DEMOGRAPHICS
68
CONSUMER DEMOGRAPHICS
It’s often pointed out that the nation’s Hispanic population is not monolithic. In fact,
Hispanics in the United States represent every Latin American nation and Spain, although
the vast majority was born in the United States and many have family lines stretching
back decades or even centuries. In 2010, U.S. Hispanics were predominantly Mexican (63
percent), followed by Puerto Rican (9.2 percent) and Cuban (3.5 percent). Central and
South Americans, and Dominicans make up the other 24.3 percent of the nation’s Hispanic
population.
Nearly half of all Hispanics in the U.S. live in 10 metropolitan areas. Nationally, the population
is relatively young. Forty-nine percent of U.S. Hispanic households include children under the
age of 18, compared to 23 percent of all U.S. households. Futhermore, the 100 largest cities
in the U.S. showed declines in the non-Hispanic, white population over the past decade.
The white, non-Hispanic population in Arizona was still the majority in 2010, but dropped
to 57.8 percent of the state’s population. Of the minority populations in Arizona, Hispanics
made up 31.2 percent of the total population in 2010 (up from 25 percent in 2000), and other
ethnic populations combined for the remaining 12.6 percent.
In 2009, across the U.S. and in Arizona, Hispanic mothers, ages 15-29, had higher birth rates
than mothers of other ethnicities (excluding whites), though experts recently cited drops in
teenage birth rates among all populations in Arizona, including Latinas. Among white, non-
Hispanic mothers, the birth rate is greatest within the 25-34 age range.
One of every three people in Maricopa County was Hispanic in 2010, up from one in every
four in 2000, making the Hispanic population’s growth rate three times faster than all other
populations in the county.
The 2011 Geoscape American Marketscape Data Stream projects the 2016 Phoenix Hispanic
population to be more than 1.8 million people.
Other characteristics of the Phoenix Hispanic market:
» Hispanics in Phoenix are overwhelmingly Mexican (92 percent).
» More than half of the Hispanics in Phoenix are either Nueva Latina or bicultural.
Nueva Latinas generally prefer English but speak some Spanish, were born in the U.S.,
are second-generation Americans, participate in some Hispanic cultural practices and
are often metro-acculturate, meaning they also are comfortable in non-Hispanic cultural
situations. Bicultural Hispanics are bilingual immigrants who have been in the U.S. for 10 or
more years and predominantly prefer Hispanic cultural practices.
For the Pima County market, it is clear that the Hispanic population growth is the
primary growth. In 2010, 52 percent of the under-18 population in Pima County was Hispanic,
predicting a Hispanic majority within the next 10 to 20 years.
HISPANIC MARKET TRENDS
69
CONSUMER DEMOGRAPHICS
U.S. Census counts confirm that minority populations were growing at faster rates than the white majority population.
In 2010, the U.S. minority population represented 36.2 percent of the total U.S. population.
The driving force in this minority population growth is the Hispanic population. From 1970 to 2010, the U.S. Hispanic population grew from
9.6 million to 50.5 million and is projected to grow to:
66.4 million by 2020; 85.9 million by 2030;
108.2 million by 2040; and 132.8 million by 2050.
From 2000 to 2010, the Hispanic population contributed 55.7 percent of the total population growth in the United States, while non-Hispanics contributed 44.3 percent of the population
change during the past decade. Natural births fueled most of the increase among Hispanics with net international migration
contributing about 33 percent of the increase.
Nearly half of all U.S. Hispanics live in California and Texas. States with the highest percentage of Hispanics, in descending order, are:
New Mexico California
Texas Arizona Nevada Florida
Colorado New Jersey New York Illinois
DEMOGRAPHICSU.S.
70
CONSUMER DEMOGRAPHICS
There were slightly more than 1.9 million Hispanics in Arizona in 2010,
which accounts for 31.2 percent of Arizona’s total population. Counties with the highest Hispanic population percentages are along the southern borders of the state, particularly
Santa Cruz, Yuma and Greenlee.
Maricopa County, with 1.1 million Hispanics, had the highest
concentration of Hispanics of any Arizona county in 2010. Pima County
was home to nearly 339,000 Hispanics in 2010.
DEMOGRAPHICSARIZONA
71
CONSUMER DEMOGRAPHICS
The Maricopa County Hispanic population grew
by 48 percent over the past decade, while all
other non-Hispanic populations combined grew
by only 16 percent.
In 2010, Phoenix was home to almost 590,000
Hispanics, accounting for 41 percent of the city’s
population. Over the past ten years, the Hispanic
population in Phoenix grew by 31 percent while
the non-Hispanic population decreased by two
percent. The Hispanic population in Phoenix has
more than doubled since 1990.
Pima County was the second most populated in
Arizona with more than 980,000 people in 2010
(almost 339,000 Hispanics), of which more than
216,000 reside in Tucson. Hispanics represent 35
percent of Pima County’s population and 42
percent of Tucson’s population.
The Hispanic population in Pima County grew
by 27 percent over the past decade, while the
non-Hispanic population grew by only seven
percent. Tucson’s Hispanic population increased
by 20 percent and the non-Hispanic population
decreased by three percent.
maricopa
phoenix
pima
DEMOGRAPHICSARIZONA
72
CONSUMER DEMOGRAPHICS
In any given population, birth and fertility rates are
the greater predictors. In the past two decades in Arizona, the Hispanic population has doubled. Most of that growth was due to U.S. births, not immigration. This section analyzes demographics
trends by comparing and contrasting the Arizona Hispanic market with U.S.
population, as well as Hispanic vs. Non-Hispanic. Specific factors examined
include age, birth and fertility rates and other
Hispanic household characteristics.
POPULATION
73
CONSUMER DEMOGRAPHICS
As noted earlier in this report, the U.S. Hispanic population is
comparatively young. In 2010, 66 percent of the 50 million-plus Hispanics were 18 and older as
compared to the total U.S. population in which 76 percent of the nation’s residents were 18 and older. The
growth rate of the national population under 18 from 2000 to 2010 was 2.6
percent, as compared to a 38.8 percent growth rate for the same cohort of
Hispanics under 18.
Meanwhile, the median age of Hispanics in 2010 was 27.3 compared to the
overall U.S. median age of 36.8, and White non-Hispanic median age of 40.7 (consistent with an aging baby boomer population and a slower overall birth rate). The median ages for Asians was
34, Native Americans, 32.4, and for Blacks, 30.8.
Using current population trends, the U.S. Census Bureau predicts that in 2050, 60 percent of U.S. residents
65 years or older will be White, non-Hispanic and 20 percent
will be Hispanic.
POPULATIONAGE
74
CONSUMER DEMOGRAPHICS
Hispanic men and women have longer life expectancies than
their white, non-Hispanic and black counterparts. The average
life expectancy of a Hispanic male is 77.9 years, compared to 69.2
years for a black male and 75.6 white male. Hispanic women can
expect to live an average of 83.1 years, compared to 80.4 years
for a white, non-Hispanic women and 76.2 years for black women.
As evidence of the approaching U.S. majority minority, 46 percent
of the 4.1 million births in the U.S. in 2009 were minority, and 24
percent of those births were Hispanic.
While Hispanics and other children of color now make up a larger
proportion of births in the United States, the total number of all
births across the U.S. has decreased 7 percent since 2007 and it
dropped 3 percent from 2009 to 2010. More specifically, Hispanic
births decreased 18 percent and white, non-Hispanic births
decreased 31 percent from 2000 to 2010.
National and Arizona Hispanic birth rates in 2008 and 2009 were double those of white,
non-Hispanics. The states recording the most Hispanic births in 2009 were California and
Texas, with 270,239 and 201,241, respectively, followed by Florida, New York, Illinois and
Arizona, which recorded 39,176 Hispanic births.
In Arizona, the percent of white, non-Hispanic births in 2009 was 43 percent and the
Hispanic birth percentage was 42 percent, only 900 fewer births than white, non-Hispanics.
In 2009, the majority of births in Arizona (57 percent) were in minority families.
life expectancy
birth and fertility
HISPANIC MARKET TRENDS
POPULATIONAGE
75
CONSUMER DEMOGRAPHICS
In 2010, 46 percent of U.S. Hispanic households had an annual income of $34,999 or less as compared to 32 percent of White,
Non-Hispanic households. Twenty-eight percent of Hispanic households had an annual income of $35,000-$74,999,
compared to 33 percent of White, Non-Hispanics. Twenty-one percent had an annual income of $75,000 or more compared to
35 percent of White, Non-Hispanics.
The average Hispanic household in 2010 had four members, while a typical White, non-Hispanic household had
2.9 members. Fewer Hispanic adults live alone (four percent) than White, non-Hispanics, (15 percent).
A 2011 study conducted to investigate the phenomenon of multigenerational households in this strained economy
showed that between 2007 and 2009, the number of Americans living in multigenerational households grew from 46.5 million
to 51.4 million — an increase of nearly 11 percent. Hispanics are more likely than Whites to live in
multigenerational households, with 23 percent of Hispanics living in a multigenerational household, as compared to 13
percent of White, non-Hispanics. The median household income of Hispanic multigenerational households was 19 percent
higher than that of Hispanics living in other types of households.
This same study concluded that Hispanic and Asian multigenerational households tend to have a larger number
of members contributing to the overall household income than do other multigenerational households.
POPULATIONHOUSEHOLDS
76
CONSUMER DEMOGRAPHICS
¿Sabías Qué?One in every four babies born in the U.S. is Latino.
—Hispanic Market Weekly
HOUSEHOLDS
POPULATION
77
CONSUMER DEMOGRAPHICS
¿Sabías Qué?The most popular names for Hispanic baby girls born nationwide in 2010 were Sophia, Valentina and Isabella. The most popular names for Hispanic baby boys were Santiago, Sebastián and Matiás.
—BabyCenter.com
HOUSEHOLDS
POPULATION
78
CONSUMER DEMOGRAPHICS
HOUSEHOLDS
POPULATION
79
CONSUMER DEMOGRAPHICS
HOUSEHOLDS
POPULATION
80
CONSUMER DEMOGRAPHICS
HOUSEHOLDS
POPULATION
81
CONSUMER DEMOGRAPHICS
¿Sabías Qué?Hispanic consumers, on average, are more than 10 years younger than non-Hispanics; Their median age is about 28.
—Packworld.com
HOUSEHOLDS
POPULATION
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84
CONSUMER DEMOGRAPHICS
In the past 20 years, Arizona’s Latino population has more than doubled. Yet
more than 30 percent of the state’s Latino children are not graduating from high
school and only about half of Hispanic college freshman in four-year schools
in Arizona and nationwide complete their degrees.
Given the crucial role education plays in a community’s economic
prosperity, the single greatest long-term challenge facing Arizona Latinos may not
job creation, health care or immigration. It is the education of our children.
With some exceptions, the educational advancement of U.S.
Hispanics has been unacceptably slow. Yes, a greater number of Hispanics are
graduating from high school and college, but our population is growing at a faster
rate than we can get our children through school. Notably, this is not only a
“Hispanic issue.” On the contrary, it is an issue critical to our nation’s ability
to remain globally competitive.
EDUCATION
85
CONSUMER DEMOGRAPHICS
Hispanic student enrollment is increasing much faster than other U.S. student populations.
This fact is true at the elementary, secondary and college levels.
In 2011, Arizona Hispanics became the largest number of high school graduates in the
state. The Arizona Department of Education predicts that as many as 55,000 Hispanic high
school seniors will graduate from high school in the 2014—2015 academic school year, a 27
percent increase over 2009—2010. Despite that explosive growth, the rate of graduation for
Hispanics (69 percent) lags behind African Americans (73 percent), White, non-Hispanics (83
percent) and Asians (88 percent). Only Native Americans, among the state’s major minority
groups, graduate from high school at a lower rate.
In another sign of what’s to come on the education landscape, 90 percent of new students
who enrolled in public schools from 1998 to 2010 were Hispanic. Already, the K—12 student
population in Arizona is 43 percent Hispanic. Combined with other minority populations, the
state’s public school system is now majority – minority. In 2015 – perhaps sooner – Latinos will
become the majority of the state’s public school population.
The counties with the highest percentage of Hispanic population also not surprisingly have
the highest Hispanic student enrollments. Santa Cruz posted a 95.3 percent Hispanic student
population in 2011. Yuma, Greenlee, Cochise and Pima counties also have majority Hispanic
student enrollments.
At post-secondary level, more than 22,000 Hispanic students enrolled at the state’s three
major public universities in 2011. A record number and a record percentage of Hispanic
students are enrolling at the state schools. At Arizona State University’s main campus in
Tempe, for example, Hispanic students were 20 percent the student population last year.
Nationwide, Hispanics average 15 percent of college and university enrollment, according
to Excellencia in Education.
HISPANIC MARKET TRENDS
86
CONSUMER DEMOGRAPHICS
EDUCATION
87
CONSUMER DEMOGRAPHICS
EDUCATION
88
CONSUMER DEMOGRAPHICS
EDUCATION
89
CONSUMER DEMOGRAPHICS
EDUCATION
90
CONSUMER DEMOGRAPHICS
¿Sabías Qué?Approximately 14% of Hispanics students who graduate from college pursue graduate school.
—U.S. Census Bureau
EDUCATION
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93
CONSUMER DEMOGRAPHICS
Policy discussions about immigration often fail to acknowledge the real-world impact on the lives of people
most affected by immigration laws and regulations — namely, immigrants and their families. Likewise, the general public and many public policymakers pay comparatively little attention
to the long-term ramifications of those policies on the health and stability of state, national or global economies.
Yet the consequences of a new wave of immigration laws in state legislatures across the country and on-again, off-again
talk of proposed reforms at the federal level are not just real but considerable in both human and financial terms –
and perhaps nowhere more so than in Arizona.
The increased attention paid to immigration over the past decade, observers say, came in great part to
several major factors:
» stepped-up enforcement along the U.S. — Mexico border (especially in Texas, California and Arizona);
» fears and concerns over national security in the wake of the horrific terrorist attacks of Sept. 11, 2001;
» the devastating consequences of the latest recession – acknowledged by experts as the most severe economic turndown since The Great Depression;
» shifting U.S. demographics that include the social and economic fallout resulting from a fast-growing minority population and an aging and – in some cases, decreasing – white, non-Hispanic population; and
» a steady increase over much of the past two decades in legal and illegal immigration, although the number of undocumented immigrants in the U.S. in recent years has leveled off.
IMMIGRATION
94
CONSUMER DEMOGRAPHICS
This section of DATOS attempts to address many of these issues by offering a snapshot of the immigrant population, legal and otherwise, in Arizona and nationwide. Among the highlights:
» Of the 11.1 million undocumented immigrants in the U.S. in 2009, approximately 8 million are part of the U.S. labor force.
» Undocumented immigrants made up 5.2 percent of the U.S. workforce and 3.7 percent of the U.S. population in 2010.
» There was an 8 percent drop in the number of undocumented immigrants living in the U.S. between 2007 and 2009.
» There were an estimated 200,000 fewer undocumented im-migrants in Arizona in 2010 as compared to 2008, when an estimated 560,000 undocumented immigrants made Arizona their home.”
The state with the highest percentage of foreign-born Hispanics is California, followed
by Texas and Florida, and then by Arizona, Illinois, New York and New Jersey. The median
household income in the year of 2009 for foreign-born Hispanic households ($37,288) was
considerably less than for native Hispanics ($43,672), most likely due to differences in English-
language proficiency, education, occupation and age.
Critical to understanding the future of Arizona’s economy is the knowledge that immigrant
and non-immigrant Hispanic populations in the state are inextricably blended. For instance,
87 percent of all children in Arizona with immigrant parents are U.S. citizens. Pew Hispanic
Research reports that undocumented immigrants have an average of two children and
may be married to a legal resident or a U.S. citizen.
Immigrants also are part of the educational and business communities of Arizona. More than
10,000 foreign-born students attended universities in Arizona and “contributed $243 million
to the state’s economy in tuition, fees and living expenses” in the 2009—2010 academic
year, according to NAFSA: Association of International Educators.
HISPANIC MARKET TRENDS
95
CONSUMER DEMOGRAPHICS
IMMIGRATION
96
CONSUMER DEMOGRAPHICS
IMMIGRATION
97
CONSUMER DEMOGRAPHICS
¿Sabías Qué?58% of all Millennials in the U.S. believe that immigrants strengthen the country, compared to 43% of those 30 years old and over.
—Center for American Progress
IMMIGRATION
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100
CONSUMER DEMOGRAPHICS
Hispanic business owners are playing an increasingly significant role in the economy in Arizona and nationwide. From 2002 to 2012, the
number of minority-owned firms in the U.S. is expected to grow by 51 percent, accounting for a total of 3.2 million
minority-owned companies. In contrast, the number of non-Hispanic firms in in
the U.S. is expanding at a rate of approximately 18 percent each year.
As the U.S. Hispanic population continues to boom so, too, will Hispanic-owned companies. It is
interesting to note that a 2005 survey found that approximately 33 percent of
Hispanic-owned firms in Arizona were owned by foreign-born Hispanics.
HISPANIC BUSINESSES
Arizona has the fifth largest percentage of Hispanic-owned businesses in the U.S. (10.7
percent) and is home to an estimated 65,000 Hispanic-owned business, approximately
20,000 of which are owned by Latinas.
In 2011, Hispanic women owned 14 percent of the woman-owned businesses in Arizona.
From 2002 through 2007, the growth rate for Latina-owned businesses was twice the growth
rate of all business growth in Arizona.
HISPANIC MARKET TRENDS
101
CONSUMER DEMOGRAPHICS
¿Sabías Qué?In 2007, there were 1 million firms owned by people of Mexican origin. They accounted for 45.8% of all Hispanic-owned firms.
- Hispanic Business Magazine
HISPANIC BUSINESSES
102
CONSUMER DEMOGRAPHICS
HISPANIC BUSINESSES
103
CONSUMER DEMOGRAPHICS
2011 was the first year the Phoenix Art Museum partnered with Univision Arizona to raise awareness among Hispanic families and brand the Phoenix Art Museum in the Hispanic community. Recognizing the importance of the growing Hispanic community to the future success of the museum, a multi-platform strategy called for branding, relevancy and a strong call to action message.
“DAZ” (Despierta Arizona) segments were customized to educate our Hispanic viewers
on the recently launched and culturally relevant Mexican Modernism Exhibition.
To further brand the Phoenix Art Museum, various station promo-tional announcements and ten second station IDs aired daily on Univision that also served as a reminder to visit the museum.
All three Univision radio sta-tions (KHOT “La Nueva,” KOMR “Recuerdo” and KQMR “La Kalle”) supported the cam-paign by airing high-frequency, call-to-action messages, and giving away family packs to
the museum on-air. On KHOT, audio-streaming commercials included a banner link to the Phoenix Art Museum website.
Additionally, La Nueva and La Kalle talent were on-site monthly to personally invite their fans to join them at the Phoenix Art Museum.
As a result of our integrated efforts, the Phoenix Art Museum saw an increase in Hispanic visitors during the exhibition, and total attendance exceed-ed expectations by over 20,000 visitors!
“Phoenix Art Museum is thrilled with our partnership with Univision Arizona. For 50 years, the Museum has built programs in Mexican and Latin art. We worked closely with Univision Arizona’s television and radio outlets to promote the exhibition, Modern Mexican Painting, from the Andrés Blaisten Collection, through advertising and on-site and off-site promotions. Many thanks for the hard work and dedication for the Museum go to Univision’s many employees. We look forward to continuing our collaborations!”
JAMES K. BALLINGER The Sybil Harrington Director, Phoenix Art Museum
PHOENIX ART MUSEUMUNIVISION
TESTIMONIAL
CASE STUDY
104
CONSUMER DEMOGRAPHICS
Desert Sky Mall, a regional shopping center in west Phoenix, began its gradual and successful transition toward becoming a Hispanic-focused center almost 10 years ago. Recognizing the existing density of the Hispanic population sur-rounding the center as well as the projected segment growth throughout the trade area, Hispanic movie theater Cinema Latino entered the market at Desert Sky Mall in 2003. Since then, Macerich, the owner of the center, continued a Hispan-ic-focused strategy to better serve the growing Hispanic population by adding depart-ment store La Curacao in 2007.
Market research, demograph-ics and shopping preferences of this consumer segment proved to support the positive performance and business strategy of the center.
In December of 2010, Macerich and Desert Sky Mall again saw an opportunity to emphasize their commitment to the growing Hispanic com-munity. A partnership was formed with Hispanic retailing experts, The Legaspi Com-pany. Together the dynamic concept of turning a former vacant department store into the Mercado de los Cielos was developed; the result being a
boutique marketplace of Hispanic-centric retailers, eateries and service provid-ers. Complementing the Mercado, a robust program of culturally significant events and entertainment was estab-lished throughout the center drawing thousands of people per weekend. With continued event programming, mariachi bands and cultural holiday celebrations, Desert Sky Mall and the Mercado de los Cielos are bringing the true hallmark experience to the Phoenix area Hispanic community. These changes have resulted in no-table increases in sales, traffic and occupancy at the center.
“The progress of the Mercado de los Cielos and recent successes of Latino-focused retailers demonstrates the positive direction of Desert Sky Mall’s continued evolution toward serving its Latino community,” said Sean McMahon, Leasing, Macerich. “Cinema Latino and La Curacao opened at Desert Sky as first-to-market concepts for Arizona. Now, the Mercado de los Cielos solidifies our position as the dominant Latino-focused super regional shopping center in Arizona.”
SEAN McMAHON Leasing, Macerich
DESERT SKY MALLMACERICH
CASE STUDY
TESTIMONIAL
105
CONSUMER DEMOGRAPHICS
“None of us can precisely measure the sheer size of Arizona’s Hispanic population, but it is clearly a lucrative and relatively untapped market. As researchers, we also understand the need for diverse and creative methodologies to reach as many Hispanics as possible.”
DAVE MADDOX Senior Analyst, WestGroup Research
TESTIMONIAL
The Arizona Lottery has long rec-ognized that cultural and ethnic characteristics of consumers play an integral role in whether or not to play Arizona Lottery games, and which games appeal to different individuals. To that end, The Arizona Lottery has historically relied on both general market and multicultural advertising and marketing firms in the preparation of their mass media and other advertising and communications.
In the Spring of 2011, The Lottery tasked their current agencies (E.B. Lane and Lopez-Negrete) with developing and evaluat-ing new television advertising options, specifically targeting jackpot games with large and medium-sized top prizes. The objective of the campaign would be to promote play of those specific games, but also to increase interest and motivation to play a variety of Arizona Lottery games.
A total of nine different poten-tial advertising executions were developed, an unusually large number of finalists to evaluate.
In order to test each execution in as natural a setting as possible, each concept was converted to an ‘electronic storyboard’ for-mat; this format utilizes a series of static illustrations compiled into actual-length videos with transitions, accompanied by actual audio to illustrate music, conversation, and so on. To ensure that Hispanic consumers were properly included in the process, each execution was prepared with unique visuals and translations, and tested against a variety of individuals within that segment. To clarify, those executions tested within the Hispanic market were similar, but not identical to, those tested with the general population…they were not simply translations of English-language spots, al-though they did retain the same broad concept and key mes-saging of their general market counterparts.
A total of 359 Hispanic consum-ers participated in the West-Group web-based survey used to test the multicultural versions of each spot, and each
individual participant had the option of choosing to review the spots in either English or Spanish. In addition to reaching this audience through normal sampling channels, WestGroup also utilized bilingual interview-ers to intercept Hispanic con-sumers at various locations (mer-cados, malls, other events), to help include a higher proportion of less-acculturated individuals in the total sample (thus being more reflective of the actual consumer population.)
The results from the General Market and Multicultural phases of the research differed in some respects, but the preferred con-cept was consistent between the two audiences. Using the quantitative and qualitative information derived from the research, EB Lane and Lopez Negrete developed, produced and launched a series of com-mercials focusing on the life-changing nature of winning The Arizona Lottery. Those ads began running in the Fall of 2011, and are still in rotation in today’s Lottery media mix.
ARIZONA LOTTERY HISPANIC ADVERTISING RESEARCH
WESTGROUP RESEARCH
CASE STUDY
106
CONSUMER DEMOGRAPHICS
Opened in May 2010, Sea Life Arizona boasts 5,000 sea creatures in a 26,000 square foot attraction that also includes a 360 degree tunnel that allows visitors to enjoy a fun and educational underwater experience showcasing some of the world’s most thrilling sea creatures. Initial efforts for driving visitation included an aggressive media relations campaign, community partner-ships, promotions with sports teams and retailers and school outreach programs through Allison+Partners’ support.
Realizing the vast number of Latinos/Hispanics living in the area, including both Spanish-language dominant and bilingual residents, as well as a high percentage of shoppers from Mexico, the goal was to drive attendance and visitation to the aquarium by these key market segments, while gaining more visibility and providing them with opportuni-ties to visit and spread positive word of mouth.
As a result, Sea Life created a comprehensive program focused on public relations, promotions, advertising, ticket giveaways and grassroots efforts. This included proactive media relations through local Hispanic print, radio and TV stations Telemundo and Univision, with the group’s public relations firm acting as on-camera spokesperson. Additional promotional efforts included a “Free Child with Paid Adult” offer and special offers available through local retailers, as well as promotions and advertising in La Voz and Tv Y Mas along with on-air mentions, ticket giveaways, participation in community events and a radio remote at Arizona Mills Mall with Univision and LatinoVibe/95.1 Toda Tu Musica radio stations.
Sea Life also targeted Hispanics living in Mexico via a partner-ship with Descubre Phoenix, a convention-visitor type of entity that helps Phoenix area
businesses reach into Mexico through work with the media and advertising. Sea Life leveraged ticket sales through Descubre’s Phoenix box office at the border, and worked closely with the Tempe CVB to coordinate their out-reach efforts into Mexico, in particular by providing tickets and opportunities for writers to visit the aquarium. These efforts also included advertisements in Mexico’s El Imparcial, a Hermosillo-based newspaper.
Overall, these initial efforts helped Sea Life Arizona to establish a visible presence in the local Hispanic market and in Mexico, highlighting both the excitement of the attraction and its family-friendly nature. Through this program, Sea Life was also successful in laying a firm foundation with local Hispanic media and communi-ty partners, while establishing a broader network of promotions with local retailers to support future outreach initiatives.
SEA LIFE ARIZONA ALLISON+PARTNERS
CASE STUDY
“The growth and influence of Hispanics will undoubtedly continue to shape the future of our state and our country. A new chapter in our history is being written where Hispanics are rapidly becoming the great major-ity. As marketers and communicators, we must be adaptable, creative and open minded to help promote broader understanding and bridge the cultural divide between Hispanics and our clients.”
CATHY PLANCHARD Partner & General Manager, Allison+Partners – Phoenix Office
TESTIMONIAL
107
CONSUMER DEMOGRAPHICS
In 2001 Morrison Institute for Public Policy at Arizona State University published, Five Shoes Waiting to Drop on Arizona’s Future, alerting Arizonans to five key public policy issues confronting the state. Today, one of the five stands out: Ten years after Five Shoes, Arizona’s fastest-growing population group — Latinos — continues to face educational disadvantages that result in lower educational attainment than their white counterparts. The soaring growth of Arizona’s Hispanic population adds urgency to the issue, both for students whose workforce prospects and earning potential are at stake, and for all residents who have a stake in the future economic prosperity of the state. Latinos now comprise nearly one-third of state residents and about
47% of its children under 19. More than 90% of Hispanic children under 5 years of age in Arizona are U.S. citizens. Arizona is expected to be a “majority-minority” state within perhaps two decades; Latinos will eventually comprise the majority.
There is little disagreement among scholars and employ-ers that any state’s prosperity is critically dependent upon its supply of skilled and educated workers, and thus that the educational achievement gap between whites and Latinos will impact the well-being of all residents if drastic measures are not taken. This led Morrison Institute to update the data underlying Five Shoes. The find-ings are not encouraging: While Latinos have made strides in educational attainment since
2001, a substantial gap remains between their performance and that of non-Hispanic whites. In the absence of ef-fective interventions, it appears inevitable that Arizona’s rising share of under-educated resi-dents will jeopardize the state’s future prosperity and quality of life.
Clearly, Arizona is home to many educated and prosper-ous Latinos. And similar educa-tional concerns also apply to thousands of Arizona’s African American, Native American and white children. But the dictates of demographics cannot be ignored: The data point forcefully to the conclu-sion that Arizona must seize the opportunity to promote Latino educational performance if it is to compete successfully in the emerging global economy.
It is self-abusive and foolish to continue on the glide path of our K-12 academic achievement in Arizona. Every other good program will be overwhelmed by the lack of an employable work force. I have spent my life believing that education is an investment to be carefully and frugally managed — but an investment with a massive payback. Yet somehow and sometime in Arizona it has become an ugly expense to be minimized — to zero if possible. I would like a re-vote. We are dooming our grandchildren to a reduced standard of living and quality of life. Trying to ignore the reduced investment will not make it all OK.
—PHILIP L. FRANCIS Executive Chairman, PetSmart, Inc.
FIVE SHOESASU MORRISON INSTITUTE
TESTIMONIAL
CASE STUDY
108
CONSUMER DEMOGRAPHICS
Since its inception in 2008, TechBA’s Office in Arizona has assisted in landing more than 20 high-tech Mexican compa-nies, which are now investing and creating jobs in Arizona. One of them is GoNet, a Mexi-can company founded in 1997 that provides IT services and solutions to other companies in the financial, pharmaceutical, telecommunications and infor-mation technologies sectors. GoNet’s headquarters in the US is in Phoenix, with branches in
Colorado, Illinois and Alabama, as well as in Mexico, Colombia, Puerto Rico and Spain. Accord-ing to TechBA-Arizona, “One of the keys to the success of this Mexican company is its team. GoNet has received support from TechBA through local consultants to analyze its skilled personnel recruitment strategy and improve its marketing plan for the Phoenix region. GoNet has created 41 direct new jobs in the state of Arizona.
Arizona is geographically positioned to take advantage of opportunities in Mexico, along the border and beyond. Our proximity is a key asset and vital to regional economic development and the prosper-ity of people in both countries. You can find out more about business opportunities in Mexico by contacting the Consulate General of Mexico in Phoenix or visiting www.promexico.gob.mx or www.naftamexico.net.
GoNETCONSULATE GENERAL OF MEXICO
IN PHOENIX
CASE STUDY
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111
TRADE WITH MEXICO
TRADE WITH MEXICO
North America is an
interconnected region with
multiple economic, social
and cultural ties. This
reality translates into significant
opportunities: Mexico is the
second largest destination for
U.S. exports, and the third
largest source of imports, with
six million U.S. jobs dependent
on trade with Mexico1.
In 2011, trade between Mexico, Canada and the United States surpassed $1 trillion of trade2,3, up from $283 million USD in
The eye-opening value and potential of Arizona-Mexico economic ties
Mexico is Arizona’s leading international trade partner
112
TRADE WITH MEXICO
1993. Our combined GDP in
1993 was $7.6 trillion USD. In
2010, it was $17.3 trillion USD.4
For Arizona, Mexico represents
a neighbor, a partner and an
economic opportunity. Mexico
is the number one international
trading partner for Arizona,
California, New Hampshire,
New Mexico and Texas. It also
represents the second largest
export market for 16 U.S. States
and the third largest market
for eight states.5 Thanks to
the partnership forged by the
North American Free Trade
Agreement (NAFTA) and
Mexico’s vast network of trade
agreements, Mexico presents
unique opportunities for
greater trade and invest-
ment links with Arizona. As
mutual stakeholders in efforts
to expand our future prosper-
ity, Mexico remains Arizona’s
largest trading partner by far,
with a 33% share of Arizona
exports, compared to China’s
6%.6 Among U.S. states,
Arizona ranks fourth in exports
to Mexico7. In 2011, Arizona
exported $5.74 billion USD to
Mexico.8 From 1993 to 2010,
Arizona exports to Mexico grew
at an annual average rate of
10.2%. In 2010, 111,216 jobs in
Arizona depended on trade
with Mexico9. Despite these
remarkable figures, the
significance of cross-border
economic activity between
Arizona and Mexico is often
overlooked.
Arizona shares 389 miles of
border with Mexico, which is
now the 13th largest economy
in the world10. It is precisely
that border that is the most
important asset of the
economic relationship.11 In this
chapter of DATOS: Focus on
the Hispanic Market, you will
find relevant statistics on the
economic benefits that trade
has brought to a wide range of
communities and businesses on
both sides of our common
border. You also will find
113
TRADE WITH MEXICO
information on opportunities
for many Arizona companies,
particularly regarding how
economies of scale can ben-
efit the energy and aerospace
industries.
THE BORDER IS VITAL
Did you know that in 2009, 60%
of all winter produce consumed
in the U.S. and Canada passed
through Nogales, AZ?11
Border infrastructure is critical
to facilitate trade and improve
the quality of life on both sides
of the border. The logistics of
75,000 trucks moving across the
border on a daily basis (80% of
Mexico — U.S. bilateral trade)12
creates jobs and brings food
to tables across the continent.
Keeping the trade flowing is not
without challenges. The amount
of produce that crossed through
Nogales dropped from 5.1
billion pounds in the 2009-2010
seasons to 4.5 billion pounds last
season, according to the
Agricultural Marketing Service
of the U.S. Department of
Agriculture.13 However,
improvements to the San Luis
II and Mariposa ports of entry
aim to make the Arizona-Sonora
region more competitive.14 With
so much at stake, it is crucial to
work together to ensure that
trade is highly efficient and
secure.
LOOKING SOUTH OFFERS A GLOBAL VIEW
Beyond the immediate border
area, the Mexican economy
is the perfect partner for
Arizona’s prosperity. With 85
airports, 76 seaports on the
¿Sabías Qué?The value of total goods traded between the United States and Mexico in 2010 was $393 billion.
—Hispanic Network Magazine
114
TRADE WITH MEXICO
Atlantic and Pacific Oceans,
and 227, 422 miles of high-
ways,15 Mexico’s infrastructure
is well-suited for Arizona’s
businesses.
Mexico has the second largest
number of Free Trade Agree-
ments (FTAs) in the world. Its
wide array of agreements
covers 43 countries on three
continents.16 This offers a
singular opportunity for interna-
tional commerce and invest-
ment because it gives strategic
access to a potential market of
more than one billion consum-
ers, representing close to 60%
of the world’s GDP.17 “Thanks to
NAFTA and its network of trade
agreements, Mexico trades
more than Argentina and Brazil
combined, and more per per-
son than China.”18
In addition to unparalleled
global access through FTAs,
Arizona’s southern neighbor
also boasts a young, talented
population that itself also
constitutes a thriving domes-
tic market.19 In other words,
Mexico is open for business.
ECONOMIES OF SCALE
When one looks at Arizona
and the region to its immedi-
ate south, it is impossible not to
notice the inherent similarities
in both the terrain and climate.
These characteristics shape
economic development into
industries that, in turn, grow
faster and more sustainably
by working together. Arizona’s
commercial development
priorities often overlap with
Sonora’s priorities.
For example, 90% of the recent
foreign investments in Mexico’s
renewable sector are in wind
energy.20 These investments,
coupled with renowned exper-
tise in the electro-electronic
industries, make supply chains
in Mexico more efficient. The
same can be said for solar,
hydraulic and geothermal
power.
Meanwhile, Arizona and
Sonora are diligently promoting
their sunny climates with
115
TRADE WITH MEXICO
notable success. In 2013, the
largest stored heat plant in
the United States will be in
Phoenix.21 Arizona also has
distinct expertise in research–
industry partnerships, which
can be used just as effectively
on both sides of the border.
With wind and solar energy
alone, the engineering and
manufacturing expertise in
both countries can combine
to make renewable energy
efficient by reducing costs and
allowing economies of scale
to make the entire region more
competitive.
Another clear example of over-
lapping commercial develop-
ment priorities is the aerospace
industry. In Mexico, aerospace
has grown at an average rate
of more than 20% since 2002.22
In 2015, aerospace is expected
to account for more than
37,000 jobs through approxi-
mately 350 companies.23 Many
of those firms are expected
to thrive in Sonora. In addi-
tion, on the Arizona side of the
border, the aviation industry
accounts for 470,000 jobs and
contributes $38.5 billon to the
economy, making the state an
established hub for aviation
investments.24 On the aero-
space defense side, Mexico’s
recent accession to the Was-
senaar Arrangement on Export
Controls will facilitate defense
research and development as
well as manufacturing,25 which
is attractive for the 17 military
installations in Arizona.26 Similar
to Silicon Valley, which is popu-
lated by companies that part-
ner and create joint ventures
in the high-tech sector, the
Arizona — Sonora region can
create lucrative partnerships
and joint ventures, particularly
in the aerospace and renew-
able energy industries.
TRENDING HIGH-TECH
Arizona is home to one of eight
TechBA offices, a program
developed by the Mexican
Ministry of the Economy (SE)
and the U.S. — Mexico
Foundation for Science
(FUMEC). TechBA supports
and guides consolidated
small- and medium-sized
high-tech enterprises for rapid
growth in Mexico and other
countries. The program has
created thousands of
high-quality jobs around the
world and has pushed Mexican
technology developers to
challenge themselves by
creating specialized niches in
the supply chain.
Many people are surprised to
learn about the scope and
quality of some Mexican invest-
ments in Arizona. In the TechBA
program alone, companies
that engage in the Arizona
market include sectors like
software development,
biotechnology, aerospace and
clean/renewable energy.
1 Wilson, Christopher, Working Together: Economic Ties between the United States and Mexico, Woodrow Wilson International Center for Scholars, Mexico Institute. November, 2011. P.1. 2 U.S. Census Bureau – trade between US-Canada and US-Mexico.3 Mexico’s INEGI – trade between Canada and Mexico.4 Embassy of Mexico, Washington, D.C. Fact Sheet, North America Matters, with data from the International Monetary Fund (IMF), World Economic Outlook, 2010. 5 Secretaría de Economía, NAFTA and Trade Office, Washington. D.C. 6 Morrison Institute for Public Policy, Arizona State University, “Exports from Arizona to Major Destinations in Millions of Inflation-Adjusted (2010) Dollars, http://arizonaindicators.org/content/exports 7 Wilson. Op. Cit. P.39.8 U.S. Census Bureau, Trade Statistics, http://www.census.gov/foreign-trate/statistics/state/data/az.html 9 Wilson. Op. Cit. Pp. 41, 48. 10 World Bank, GDP by country 2010, http://siteresources.worldbank.org/DATASTATISTICS/Resources/GDP.pdf 11Arizona Mexico Commission, http://azmc.org/amc_downloads/amcdownload440.pdf12 Realizing the Value of Cross-Border Trade with Mexico, ASU North American Center for Transborder Studies, 2011.13 Nogales International, http://www.nogalesinternational.com/news/produce-industry-eyes-comeback-in---winter-season/article_6dca633c-1639-11e1-afaf-001cc4c002e0.html14 Yuma Sun, http://www.yumasun.com/articles/lanes-77736-border-san.html. 15 PROMEXICO, Why Mexico? Mexico is Opportunity, http://mim.promexico.gob.mx/wb/mim/videos 16 PROMEXICO, Why Mexico? An Open Economy, http://mim.promexico.gob.mx/wb/mim/apertura_comercial 17 PROMEXICO, Mexico’s Free Trade Agreements, http://mim.promexico.gob.mx/wb/mim/apertura_comercial 18 Mexico’s Economy: Making the Desert Bloom, The Economist, August 27, 2011, http://www.economist.com/node/21526899 19 PROMEXICO, Population and Human Capital, http://mim.promexico.gob.mx/wb/mim/poblacion_y_capital_humano 20 PROMEXICO, The Renewable Energy Sector in Mexico, http://mim.promexico.gob.mx/wb/mim/energias_perfil_del_sector 21 Renewable Energy in Arizona: Industry Profile, Arizona Commerce Authority, http://www.azcommerce.com/doclib/itrade/2009/industry%20profiles/solaradvantage.pdf 22 PROMEXICO, Profile of the Aerospace Industry, http://mim.promexico.gob.mx/wb/mim/perfil_del_sector 23 Federación Mexicana de la Industria Aeroespacial, Perifl de la Industria, https://docs.google.com/viewer?url=http://femia.com.mx/themes/femia/ppt/femia_presentacion_tipo_esp.pdf&pli=124 Arizona Commerce Authority, Aerospace and Defense Arizona, http://www.azaerospace.com/aviation/ 25 Con el ingreso de México, al Arreglo de Wassenaar, las empresas de alta tecnología tendrán acceso a un mercado de más de 11,000 MDD, Secretaría de Economía, http://www.economia.gob.mx/eventos-noticias/sala-de-prensa/comunicados/7331-boletin-035-12 26 Arizona Commerce Authority, Aerospace and Defense Arizona, http://www.azaerospace.com/defense/
© 2012 CenturyLink, Inc. All Rights Reserved. The name CenturyLink, the pathways logo, and the CenturyLink brand sub-graphic are trademarks of CenturyLink, Inc.
CenturyLink proudly supports the local community.
CenturyLink knows a successful future is built
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118
RESOURCES
AARP Viva PollsAmerican Association of Retired Persons (AARP) Viva Polls, Gretchen Anderson, Research Analysis
Arizona Department of Education
1998 October Enrollment File, Arizona Department of Education
Research and Evaluation Section, Arizona Department of Education, April 2011
Arizona Health Status and Vital Statistics
Arizona Health Status and Vital Statistics 2010
Arizona Minority Education Policy Analysis Center (AMEPAC)
Minority Student Report 2009
Briabe Mobile and MocoSpace
“The Mobile Consumer: Hispanics, Movies, and Mobile,” July 2011, Briabe Mobile and MocoSpace. James Briggs, CEO, Briabe Mobile
Center for American Progress, University of Southern California
“The New Demographics,” Progress 2050, Center for American Progress, 2010
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Ethnic Technologies, LLC“A Snapshot of the Hispanic Population in America – Beyond Demographics.” ethnictechnologies.com/information/etech_process/hispanicsdemo.html
GeoscapeGeoscape
Hispanic Consumer InsightHispanic Consumer Insights &Opportunity, Henkel, December 1, 2011
HispanicMarketInfo.comHispanicMarketInfo.com, October 15, 2010
Hispanic Market Weekly“Latinos: Tops in Online Activity and Technology,” Vol. 16, Issue 1, January 3, 2011
February 28, 2011
March 14, 2011
Hispanic Business WeeklyHispanTelligence, December 2010
Horowitz Associates“Focus: Latino” Report, Horowitz Associates
IconocultureIconoculture
IHS Global Insight2009 Hispanic Market Monitor
2010 Hispanic Market Monitor2011 Hispanic Market Monitor
Latinos in Social Media (LATISM)
“Latina Bloguera Survey 2010”
MadLogic Qualitative Consumer Research
1Q, 2003 Open Mind Strategy Qualitative Consumer Research 4Q, 2006
National Vital Statistics Reports
National Vital Statistics Reports, Vol. 59, No. 3, December 2010
The Nielsen Co.The Nielsen Co.
Packworld.comAugust 16, 2010
Pew Hispanic CenterPew Hispanic Center estimates based on children younger than 2 years old from March Current Population Surveys of 2008 and 2009
“Fighting Poverty in a Tough Economy, Americans Move in With Their Relatives,” October 2011
Pew Research CenterHispanic College Enrollment Spikes, Narrowing Gaps with Other Groups. Fry, Richard, 2011, 8-25-11, Washington, DC: Pew
We are seeking highly motivated, results- oriented individuals for multiple positions.
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120
RESOURCES
The Pueblo Chieftain“Minority-Owned Businesses Catalyst for U.S. Job Growth,” January 9, 2011
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RYTD Sales & LeasingR.L. Polk, Phoenix, July 2009 – June 2010, July 2010 - June 2011
San Antonio Hispanic Chamber of Commerce
“Financial Planning Survey”
Scarborough2010 Release 2 (Aug 2009- Jul 2010), Phoenix, Adults 18+, Grocery Store Where Most Groceries Bought.
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Restaurant in last 30 days2011 Release 1 (Feb 2010 – Jan 2011), Phoenix Adults 18+ Who Have Used a Medical Service at a Hospital in the Past 3 Years
Selig Center for Economic Growth
Terry College of Business, The University of Georgia, August 2010
Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 61.0% population factor.
Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 15.5% population factor
Adapted from Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2010 by Prof. Olivas assuming 22.9% population factor
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Yankelovich 2010 Multicultural Marketing Study, Based on Hispanic Persons 16+
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