LatinoMetrics « Santiago ROI

LatinoMetrics

Santiago ROI and Garcia Research, two long-standing leaders in the US Hispanic marketing community, present LatinoMetrics℠, The Hispanic GPS℠ – an information solutions service for economists, brand marketers, news & media organizations and policy makers. LatinoMetrics is dedicated to seeking the truth about Latinos’
- Economic self-confidence and its impact on spending
- Assessment on Social & Political issues
- Commitment to entrusted Brands

As a continuous tracker of the Hispanic market, this service enables users to understand the past, present and future direction of Latinos.

Methodology:
- Ongoing tracking, virtually every day of the year
- Telephone interviewing from Garcia Research de Mexico
- Online interviewing using proprietary online panel
- Intercept interviewing with local field services in major markets
- 125 interviews every week

Latinos Galvanized by Arizona Immigration Law

July 14, 2010 – Hispanic Federation and LULAC report shows that Arizona’s SB 1070 immigration law has energized Latinos in support of fair, comprehensive federal immigration reform.

July 14, 2010 – NEW YORK, NY
The Hispanic Federation and LULAC released a study of Latino public opinion today measuring the remarkable unity of the Hispanic community in opposition to Arizona’s racial profiling law, known as SB 1070, and support for comprehensive immigration reform across political affiliations, degrees of assimilation, and national origin groups. (See Attached Report)

“We want this study to educate America on what we know to be true through our own experiences and to move key stakeholders in this country away from the anecdotal stories about the impact of immigration policy on the Latino community to poll results that clearly illustrate how Latinos view the key, pivotal issues in the immigration debate,” stated Lillian Rodriguez-Lopez, President of the Hispanic Federation.

The research conducted by LatinoMetrics(sm) details how SB 1070 and anti-immigrant rhetoric has provoked change in the opinions and behaviors of the Latino community. Among other findings, the study found that four months before critical Congressional midterm elections, immigration reform has joined the economy as the issue on the top of Latinos’ minds and that large majorities of Latinos of all parties will support politicians who favor immigration reform.

“This new poll demonstrates a tremendous shift in the importance that immigration has become for a wide cross section of the Latino population of the United States,” said League of United Latin American Citizens (LULAC) National Executive Director Brent Wilkes. “The fact that immigration reform is now a higher priority for Latinos than the economy and education demonstrates that Latinos have taken offense to the way immigrants have been demonized by politicians and political interest groups and are prepared to vote accordingly.”

“It is rare to find a group as diverse and nuanced as the US Latino community to be as united and galvanized by an issue as the immigration policy debate has achieved,” said Carlos Garcia and Carlos Santiago, co-presidents of LatinoMetrics. “This national and projectable poll shows Hispanics across the US, regardless of country of origin, party affiliation, language used at home or income, to be united with common cause and very concerned about a rising tide of racism. The community is overwhelmingly opposed to Arizona’s SB1070, and they are supportive of candidates who will work hard for the passage of an Immigration Reform bill with a path to citizenship in 2010.”

SB 1070 has also had social and economic impacts in the Latino community. Survey results measure a mixture of fear and anger among Latinos, with individuals opting to change their lifestyles, shopping behaviors, transportation, and community participation as they adapt to an environment that is increasingly hostile to them. According to the survey, one in five Latinos would be less likely to report major crimes, such as a brutal assault, to police if a law similar to SB 1070 were enacted in their state.

Reported on LATimes.com
Reported on PolitiFi.com
Reported by New Mexico Business Weekly
Reported in Spanish on LaOpinion.com
Reported on New York Community Media Alliance
Reported on HispanicCMO.com

Latinos Hard Hit by Economy but Cautiously Optimistic

December 22, 2009 – as reported on Reuters.com
Latinos, hit harshly by the recession, close 2009 with mixed perceptions about their well-being and where the country is headed, but they are generally supportive of Obama and health care reform.

LatinoMetrics℠, The Hispanic GPS℠, is an ongoing tracking service that monitors consumer sentiment, economic activity, political perspectives and other current issues within the burgeoning US Hispanic community. Founded by Santiago ROI and Garcia Research, in its initial wave a national representative survey of roughly 600 interviews was conducted, 400 by phone and 200 online, in December 2009 with a margin of error of + or – 4%.

Half of Latinos say that their families are making less income than last year, one in three is making the same, and only 1 in 7 are making more. These tough economic times appear to be hitting the hardest on older consumers, the Spanish dominant, lower income groups and persons in the West and of Mexican origin.

Given the data above, it is not surprising that six in ten Latinos say that they will spend less on the Holidays this year compared to two in ten planning to spend about the same and only one in ten planning to spend more than last year. Those less than 30 years old are most likely to plan to spend more or the same while those over 40 years old are most likely to plan to spend less. Again, the West appears to be in a tighter situation than other US regions. Interestingly, even though the incomes of younger Latinos do not appear to have dropped as much as their older counterparts, they have still learned to economize, with about half saying they have economized somewhat in recent months.

“Hispanics have been hit hard by the Great Recession…” says Carlos Garcia, President of Garcia Research. “The lowest income, Mexican-origin, mono-lingual Spanish segment are seeing the worst of it. Still, this community has strong family support systems to help them weather such situations. Perhaps due to that support structure, they are largely getting by and optimistic for the future.”

In terms of outlook, Latinos appear to be optimistic in general. Fully 6 in 10 are making do – 4 in 10 Latinos say things aren’t easy but they are managing to get by and about 1 in 10 say things are improving a little plus another 1 in 10 say things are going very well. Younger Latinos tend to be most positive while those over 40 years of age and those making less than $20K are most concerned over finances. Not surprisingly, this group of modest annual income is also the most likely group to say that they have seen more people leaving the US recently than people coming into the US.

Despite all this hardship, 6 in 10 approve the performance of President Obama – 3 strongly, 3 somewhat – compared to the national average of 5 in 10. Only 1 in 7 disapprove (the rest are not sure which may suggest a reluctance to offer an opinion). Among registered voters, 7 in 10 Democrats approve the performance of Democrats in the Congress and Senate versus only two in ten Independents and Republicans. Dissatisfaction is greater among registered Republicans and Independents, among which only 3 in 10 approve of Republicans in the Congress and Senate versus only 2 in 10 democrats approving.

In addition, among those registered to vote, 45% believe the country is going in the right direction versus 34% who believe the US is going in the wrong direction and 21% not being sure. The group most disenchanted with the direction of the country skews English dominant, and from residing in the West and Southwest regions, where the economic conditions have hit hardest.

Latinos Overwhelmingly support Health Care Reform

December 21, 2009 – as reported on MarketWatch.com
Latinos close 2009 with the economy and jobs as the most important issue yet give overwhelming support to health care reform.

LatinoMetrics℠, The Hispanic GPS℠, is an ongoing tracking service that monitors consumer sentiment, economic activity, political perspectives and other current issues within the burgeoning US Hispanic community. Founded by Santiago ROI and Garcia Research, in its initial wave a national representative survey of roughly 600 interviews was conducted, 400 by phone and 200 online, in December 2009 with a margin of error of + or – 4%.

Health Care reform ranked as a distant fourth most important issue to Latinos compared to the top issue of the Economy & Jobs. Health Care was ranked as the top issue by only 1 in 10 Latinos versus the Economy & Jobs ranked as the top concern by 3 in 10. Ahead of Health Care reform also were Immigration reform which ranked as the top issue for 2 in 10 and Education which was rated as the most important issue by 15% of Latinos.

However, Health Care reform emerges as the second most important issue of concern after the Economy & Jobs among those registered to vote (17% versus 35%). Similarly, Health Care reform becomes the second issue of concern among those who voted in the last presidential elections. Nearly 85% of those who voted in the last Presidential elections support Health Care reform as compared to 12% who do not support it and 4% who are not sure yet.

“Undoubtedly, many Latino families are facing the brunt of the recession, thus, the Economy & Jobs are the primary issues of concern to all Latinos at the end of 2009,” says Carlos Santiago, President and Chief Strategist of Santiago ROI. “Nevertheless, Health Care Reform is of major concern to Latinos who voted in the last presidential election and regardless of party affiliation, they want to see Health Care reform passed.”

Support for Health Care reform is overwhelming regardless of whether Latinos are registered Democrat or Republican and Independent, 9 in 10 Democrats provide support as well as 7 in 10 Republicans and Independents. Of those in support of Health Care reform, 2 in 3 approve of President Obama’s performance in office thus far, 12% disapprove his performance and 21% are not sure whether they approve of him or not.

The only subgroup in which Health Care reform becomes tied with the Economy & Jobs as the top issue is among Latinos between 50 and 65 years of age. Interestingly, only 9% of this subgroup is not in support of Health Care reform. Conversely, among the least likely to support Health Care reform are Latinos between 40 and 49 years in age, those residing in the Southeast and non-Mexican origin Hispanics.

Among those providing the strongest support with a 9 to 10 margin are: younger Latinos below 40 years of age; Spanish dominants; low and middle income households earning less than forty thousand annually; those living in the West, Midwest and Northeast; and Hispanics of Mexican origin.

Higher income Hispanics earning over forty thousand annually and English-dominant Latinos are somewhat more likely to constitute those “not sure”.

Santiago ROI

LatinoMetrics

Latinos Galvanized by Arizona Immigration Law

Latinos Hard Hit by Economy but Cautiously Optimistic

Latinos Overwhelmingly support Health Care Reform

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