BURBANK, Calif., Sept. 14, 2015 /PRNewswire-HISPANIC PR WIRE/ — California based market research firm ThinkNow Research has just released the results for its first ever California Latino water conservation survey. The survey shows Hispanics in California are less aware of the Governor’s drought related water reduction mandate than non-Hispanics in the state. The survey was conducted in late August and consisted of 500 respondents, half of which were Hispanic. The survey asked three simple questions:

• What is the most critical issue facing the State of California at the moment?
• Have you heard that Governor Jerry Brown has ordered mandatory water reductions across the state?
• If so, do you know what the overall water reduction target is for California?

In all three measures California’s Hispanic population lagged behind non-Hispanics. With regards to awareness of the Governor’s water reduction mandate, 86% of Non-Hispanics were aware versus 79% of Hispanics but that number dropped to 77% for Spanish speaking Hispanics and 74% for 18-34 year old Hispanics. Regarding these results, ThinkNow Research Partner, Roy Eduardo Kokoyachuk, states, “With Hispanics surpassing non-Hispanic Whites in the state as the largest ethnic group, we felt it was important to understand how aware they are of drought related information. The lower awareness among younger Hispanics is concerning given that the median age of California’s Hispanic population is 27.”

Among non-Hispanics who had heard about the water reduction mandate 24% knew that the statewide reduction target was 25% while only 16% of the Hispanics correctly identified the target. Hispanics in the state were also less likely to mention the drought as the most critical issue facing the state with 37% of them listing it as the most critical statewide issue at this moment vs. 44% of non-Hispanics. More results from the survey can be found here: http://bit.ly/1M2htiE

About The Company:

ThinkNow Research provides solutions for gathering Hispanic, multicultural and total-market consumer insights. The company owns and operates a 35,000 member online market research panel and offers full-service design & execution of market research projects. For more information visit us at www.thinknowresearch.com or reach out to Deb Zimmerman.