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Semelhante a Rhiza ratio hispanic votersv7 (1)
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Rhiza ratio hispanic votersv7 (1)
- 1. Rhiza Ratio: Generations and the Hispanic Vote RHIZA | SEPTEMBER 2015
- 2. © 2015 Rhiza The Rhiza Ratio The Rhiza Ratio identifies correlations derived from the intersection of large datasets. We release information on varying topics on a monthly basis, with a focus on the junction of consumers and media. 2 | Confidential
- 3. © 2015 Rhiza Introduction With heightened discussion around the importance of the Hispanic vote in the 2016 presidential election, the latest round of the Rhiza Ratio takes a granular look at this segment of the voter population. Specifically, the Rhiza Ratio examines party affiliation, media habits and policy preferences based on age. The following data intersections were discovered using Rhiza’s platform, with data culled from the L2 Nationwide Voter File which includes anonymized voter registration data. We have pulled out some key excerpts below. 3 | Confidential
- 4. Response number of voters number of voters (propor0on) Democra0c 9,251,374 57.1% Non-‐Par0san 3,762,273 23.2% Republican 2,527,631 15.6% Declined to State 294,711 1.8% American Independent 86,099 0.5% Registered Independent 80,104 0.5% Independence 37,692 0.2% Libertarian 35,845 0.2% Other 30,846 0.2% Peace and Freedom 28,097 0.2% Net Total 16,190,213 Poli%cal party affilia%on of Hispanics na%onally
- 5. Response numberofvoters 9,251,374 3,762,273 2,527,631 Hispanics Democratic Non-Partisan Republican 0 10,000,000 2,500,000 5,000,000 7,500,000 Top 3 poli%cal par%es of Hispanic voters
- 6. Response number of voters (proportion) 52.6% 31.7% 10.2% 55.5% 26.8% 13.0% 57.4% 20.8% 18.4% 18-29 30-44 45-59 National Average Democratic Non-Partisan Republican 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Poli%cal party affilia%on by genera%on
- 7. Response numberofvoters 286,314 74,091 22,970 946,407 230,885 67,058 1,224,375 309,913 109,501 National Average 18-30 31-44 45-59 Mexico Puerto Rico Cuba 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 Country of origin by genera%on
- 8. Policy stances by generation
- 9. Response number of voters (index)a 137 84 127 88 120 91 National Average 18-29 30-44 45-59 Support Oppose 0 20 40 60 80 100 120 140 160 Gun control policy posi%on by age Where do Hispanic Americans stand on gun control policy against the national average?
- 10. Response number of voters (index) 154 70 142 77 127 85 National Average 18-29 30-44 45-59 Oppose Support 0 20 40 60 80 100 120 140 160 180 Bush’s Iraq policy posi%on by age Where do Hispanic Americans stand on Bush’s Iraq policy?
- 11. Response number of voters (index) 176 82 160 86 143 90 National Average 18-29 30-44 45-59 Support Oppose 0 20 40 60 80 100 120 140 160 180 200 Affordable Care Act posi%on by age Where do Hispanic Americans stand on the Affordable Care Act?
- 12. Response number of voters (index) 143 82 148 81 129 88 National Average 18-29 30-44 45-59 Support Oppose 0 20 40 60 80 100 120 140 160 Gay marriage policy posi%on by age Where do Hispanic Americans stand on the gay marriage?
- 13. Response number of voters (index) 162 87 136 93 123 95 National Average 18-29 30-44 45-59 Support Oppose 0 20 40 60 80 100 120 140 160 180 Posi%on on raising taxes by age Where do Hispanic Americans stand on raising taxes?
- 14. Education levels
- 15. Response number of voters (index) 358 284 172 64 48 National Average 18-29 30-44 45-59 Less than HS Diploma - Likely Some College - Likely HS Diploma - Likely Bach Degree - Likely Some College - Extremely Likely 0 100 200 300 400 18-‐30 year-‐old Hispanic American voters Response number of voters (index) 322 136 122 106 97 National Average 18-29 30-44 45-59 Less than HS Diploma - Likely HS Diploma - Likely Some College - Likely Vocational Technical Degree - Extremely Likely Bach Degree - Likely 0 100 200 300 400 31-‐45 year-‐old Hispanic American voters Education level of Hispanic Americans by generation Response number of voters (index) 209 136 122 115 97 National Average 18-29 30-44 45-59 Less than HS Diploma - Likely HS Diploma - Likely Bach Degree - Extremely Likely HS Diploma - Extremely Likely Vocational Technical Degree - Extremely Likely 0 100 200 300 46-‐59 year-‐old Hispanic American voters
- 16. Response number of voters (index) 310 271 156 80 53 National Average 18-29 GOP 18-29 DEM 18-29 Non-Part Some College - Likely Less than HS Diploma - Likely HS Diploma - Likely Bach Degree - Likely Some College - Extremely Likely 0 100 200 300 400 18-‐29 year-‐old Republican Hispanic American voters Response number of voters (index) 361 282 171 66 47 National Average 18-29 GOP 18-29 DEM 18-29 Non-Part Less than HS Diploma - Likely Some College - Likely HS Diploma - Likely Bach Degree - Likely Some College - Extremely Likely 0 100 200 300 400 18-‐29 year-‐old Democra%c Hispanic American voters Education level of 18-29 year-old Hispanic American voters by party Response number of voters (index) 327 293 171 67 50 National Average 18-29 GOP 18-29 DEM 18-29 Non-Part Less than HS Diploma - Likely Some College - Likely HS Diploma - Likely Bach Degree - Likely Some College - Extremely Likely 0 100 200 300 400 18-‐29 year-‐old Non-‐par%san Hispanic American voters
- 17. Response number of voters (index) 226 130 117 110 102 National Average 30-44 GOP 30-44 DEM 30-44 Non-Part Less than HS Diploma - Likely Some College - Likely HS Diploma - Likely Bach Degree - Likely Bach Degree - Extremely Likely 0 100 200 300 30-‐44 year-‐old Republican Hispanic American voters Response number of voters (index) 343 140 118 109 92 National Average 30-44 GOP 30-44 DEM 30-44 Non-Part Less than HS Diploma - Likely HS Diploma - Likely Some College - Likely Vocational Technical Degree - Extremely Likely Bach Degree - Extremely Likely 0 100 200 300 400 30-‐44 year-‐old Democra%c Hispanic American voters Education level of 30-44 year-old Hispanic American voters by party Response number of voters (index) 326 136 124 104 99 National Average 30-44 GOP 30-44 DEM 30-44 Non-Part Less than HS Diploma - Likely HS Diploma - Likely Some College - Likely Bach Degree - Likely Vocational Technical Degree - Extremely Likely 0 100 200 300 400 30-‐44 year-‐old Non-‐par%san Hispanic American voters
- 18. Response number of voters (index) 130 125 120 111 106 National Average 45-59 GOP 45-59 DEM 45-59 Non-Part Less than HS Diploma - Likely Bach Degree - Extremely Likely HS Diploma - Likely HS Diploma - Extremely Likely Vocational Technical Degree - Extremely Likely 0 50 100 150 45-‐59 year-‐old Republican Hispanic American voters Response number of voters (index) 238 143 119 119 95 National Average 45-59 GOP 45-59 DEM 45-59 Non-Part Less than HS Diploma - Likely HS Diploma - Likely Bach Degree - Extremely Likely HS Diploma - Extremely Likely Vocational Technical Degree - Extremely Likely 0 100 200 300 45-‐59 year-‐old Democra%c Hispanic American voters Education level of 45-49 year-old Hispanic American voters by party Response number of voters (index) 207 136 127 105 91 National Average 45-59 GOP 45-59 DEM 45-59 Non-Part Less than HS Diploma - Likely HS Diploma - Likely Bach Degree - Extremely Likely HS Diploma - Extremely Likely Some College - Likely 0 100 200 300 45-‐59 year-‐old Non-‐par%san Hispanic American voters
- 20. Response Total Weighted Individuals (index) 310 300 274 266 243 National Average 18-29 30-44 45-59 UFC MTV Instagram MLSsoccer or team website WWE 0 100 200 300 400 Sites visited/apps by 18-‐29 year-‐olds Response Number of Respondents 305 214 194 180 165 National Average 18-29 30-44 45-59 Radio.com UFC WWE MLSsoccer or team website NBA or team website 0 100 200 300 400 Sites visited/apps by 30-‐44 year-‐olds Internet sites visited/apps used over the past 30 days by Hispanic Americans Response Number of Respondents 169 159 126 113 111 National Average 18-29 30-44 45-59 Did not visit any site or use any app Radio.com Google Offers NBA or team website AARP 0 50 100 150 200 Sites visited/apps by 45-‐59 year-‐olds
- 21. Response Total Weighted Individuals (index) 204 172 150 109 104 National Average 18-29 30-44 45-59 HTC ZTE Huawei Apple (iPhone) Samsung 0 50 100 150 200 250 Wireless/cell phone brands use by 18-‐29 year-‐olds Response Number of Respondents 156 153 138 116 103 National Average 18-29 30-44 45-59 HTC Huawei ZTE Samsung Apple (iPhone) 0 50 100 150 200 Wireless/cell phone brands use by 30-‐44 year-‐olds Wireless/cell phone brands used by Hispanic Americans Response Number of Respondents 213 163 135 111 110 National Average 18-29 30-44 45-59 Huawei BlackBerry (RIM) ZTE Samsung Nokia 0 100 200 300 Wireless/cell phone brands use by 44-‐59 year-‐olds
- 22. Response Total Weighted Individuals (index) 288 215 144 91 49 National Average 18-29 30-44 45-59 5 hours or more 3 - 4 hours 1 - 2 hours Less than 1 hour None 0 100 200 300 400 Time spent by 18-‐29 year-‐olds Response Number of Respondents 134 130 125 109 71 National Average 18-29 30-44 45-59 3 - 4 hours 5 hours or more 1 - 2 hours Less than 1 hour None 0 50 100 150 Time spent by 30-‐44 year-‐olds Time spent in an average day on a social networking site by Hispanic Americans Response Number of Respondents 114 94 94 80 66 National Average 18-29 30-44 45-59 None 1 - 2 hours Less than 1 hour 3 - 4 hours 5 hours or more 0 50 100 150 Time spent by 44-‐59 year-‐olds
- 23. Response total weighted individuals (index) 431 304 247 226 218 210 209 National Average 18-29 30-44 45-59 TRAVELCHANNEL.COM TRAVELZOO.COM EA.COM NBA.COM BLOCKBUSTER.COM LIVENATION.COM CITYSEARCH.COM 0 200 400 600 Websites used/visited by 30-‐44 year-‐olds Response number of respondents 275 261 258 239 234 228 227 National Average 18-29 30-44 45-59 CLASSESUSA.COM EXPERIAN.COM DOWNLOAD.COM BLOCKBUSTER.COM FLICKR.COM EQUIFAX.COM KABOOSE.COM 0 100 200 300 Websites used/visited by 30-‐44 year-‐olds Websites used/visited in the last 30 days by Hispanic Americans Response total weighted individuals (index) 209 176 170 169 168 167 166 National Average 18-29 30-44 45-59 CREDITEXPERT.COM MOVIES.COM SPRINT.COM CBS.COM WEATHERBUG.COM DELL.COM NBC.COM 0 100 200 300 Websites used/visited by 30-‐44 year-‐olds
- 24. Response Number of Respondents (index) 164 159 106 69 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree somewhat Disagree completely 0 50 100 150 200 Responses of 18-‐29 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “I like to receive coupons on my cell phone that are based on my location.”Response Number of Respondents (proportion) 38.6% 29.4% 18.4% 13.6% 40.9% 27.0% 18.6% 13.5% 51.5% 21.6% 18.6% 8.3% 18-29 30-44 45-59 National Average Disagree completely Agree somewhat Disagree somewhat Agree completely 0.0% 20.0% 40.0% 60.0% Propor%on of responses by age
- 25. Response Number of Respondents (index) 163 146 107 73 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree somewhat Disagree completely 0 50 100 150 200 Responses of 30-‐44 year-‐olds indexed against the na%onal average Response Number of Respondents (index) 117 107 100 92 National Average 18-29 30-44 45-59 Agree somewhat Disagree somewhat Agree completely Disagree completely 0 50 100 150 Responses of 45-‐59 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “I like to receive coupons on my cell phone that are based on my location.”
- 26. Response Number of Respondents (index) 191 178 157 156 145 National Average 18-29 30-44 45-59 Post video(s) Posted your current location Update your profile Update your status Post a website link 0 50 100 150 200 250 Responses of 18-‐29 year-‐olds indexed against the na%onal average Types of social media activity by Hispanic Americans over the past 30 days.Response Number of Respondents (proportion) 69.7% 64.0% 57.4% 64.8% 72.5% 57.5% 53.2% 54.2% 69.3% 53.3% 58.2% 44.4% 18-29 30-44 45-59 National Average Visit a friend's profile/page Comment on a friend's post Sent a message or e-mail Watched a video 0.0% 25.0% 50.0% 75.0% 100.0% Propor%on of responses by age
- 27. Response Number of Respondents (index) 154 152 132 132 131 National Average 18-29 30-44 45-59 Invited people to an event Post video(s) Post a website link Posted your current location Follow or become a 'fan of' something or someone 0 50 100 150 200 Responses of 30-‐44 year-‐olds indexed against the na%onal average Response Number of Respondents (index) 142 139 132 130 122 National Average 18-29 30-44 45-59 Send a gift (real or virtual) Posted a blog entry Rated or reviewed a product or service Invited people to an event Post video(s) 0 50 100 150 Responses of 45-‐59 year-‐olds indexed against the na%onal average Types of social media activity by Hispanic Americans over the past 30 days.
- 28. Response Number of Respondents (index) 160 125 103 38 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree somewhat Disagree completely 0 50 100 150 200 Responses of 18-‐29 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “Going online is one of my favorite things to do with my free time.”Response Number of Respondents (proportion) 40.1% 26.8% 10.5% 22.6% 41.4% 26.4% 13.8% 18.4% 36.7% 24.6% 23.6% 15.0% 18-29 30-44 45-59 National Average Agree somewhat Disagree somewhat Disagree completely Agree completely 0.0% 20.0% 40.0% 60.0% Propor%on of responses by age
- 29. Response Number of Respondents (index) 130 129 102 50 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree somewhat Disagree completely 0 50 100 150 Responses of 30-‐44 year-‐olds indexed against the na%onal average Response Number of Respondents (index) 114 106 95 85 National Average 18-29 30-44 45-59 Agree somewhat Agree completely Disagree somewhat Disagree completely 0 50 100 150 Responses of 45-‐59 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “Going online is one of my favorite things to do with my free time.”
- 30. Response Number of Respondents (index) 194 134 89 40 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree somewhat Disagree completely 0 50 100 150 200 250 Responses of 18-‐29 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “The Internet is a main source of entertainment for me.”Response Number of Respondents (proportion) 32.7% 26.4% 12.4% 28.4% 33.7% 27.5% 18.7% 20.1% 29.4% 24.5% 28.4% 17.7% 18-29 30-44 45-59 National Average Agree somewhat Disagree somewhat Disagree completely Agree completely 0.0% 10.0% 20.0% 30.0% 40.0% Propor%on of responses by age
- 31. Response Number of Respondents (index) 138 137 93 60 National Average 18-29 30-44 45-59 Agree somewhat Agree completely Disagree somewhat Disagree completely 0 50 100 150 Responses of 30-‐44 year-‐olds indexed against the na%onal average Response Number of Respondents (index) 121 120 91 83 National Average 18-29 30-44 45-59 Agree completely Agree somewhat Disagree completely Disagree somewhat 0 50 100 150 Responses of 30-‐44 year-‐olds indexed against the na%onal average Opinions of Hispanic Americans on the statement: “The Internet is a main source of entertainment for me.”
- 32. Voting behavior of Mexican and Puerto Rican Americans
- 33. Response numberofvoters 526,916 143,850 245,934 2,315,552 616,581 572,726 Puerto Rican Americans Mexican Americans National Average Democratic Republican Non-Partisan 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Poli%cal party affilia%ons by na%onal background Political party affiliation of Mexican and Puerto Rican Americans
- 34. © 2015 Rhiza Where do Mexican and Puerto Rican American voters live by state? 34 | Confidential
- 35. © 2015 Rhiza Where do Mexican and Puerto Rican American voters live by DMA? 35 | Confidential
- 36. © 2015 Rhiza Attribution • L2 Nationwide Voter File Date published by provider: 2015-07 • Scarborough/GfK MRI Attitudinal Insights Date published by provider: 2015 • Scarborough USA+ Date published by provider: 2015 • Simmons Local Spring 2014 Release & 2012 Experian Information Solutions, Inc. Date published by provider: 2014-07 36 | Confidential