NEW YORK–(HISPANIC PR WIRE – BUSINESS WIRE)–Oct. 31, 2002–AOL Time Warner (NYSE:AOL)The AOL Time Warner Foundation and People en Español today announced the results of their joint national Hispanic Opinion Tracker (HOT)(TM) Study, one of the largest national surveys ever comparing views of Hispanics and non-Hispanics.
The study shows that Hispanics continue to embrace their own families, heritage and identity, as they become an increasing force in American life.
The survey was conducted by the Cheskin Group, a leading national firm for research into multicultural communities with 20 years of experience in Hispanic surveys.
Cheskin surveyed 6,000 respondents nationwide on topics from the serious to the routine, from fear of terrorism to favorite movie genres. People en Español has undertaken the study since 1999.
Overall, the survey found 95% of Hispanic respondents backing bilingual education, even as two states consider ballot initiatives this year to curtail the practice. 69% of Hispanics said they speak Spanish at home, and 62% said they prefer speaking Spanish to English. At the same time, Hispanic respondents were focused on routes to success in America, and view education as critical. 87% said “Education is the key to my child’s success,” and 64% said that they “wish they could have stayed in school longer” compared to 31% of non-Hispanics.
The survey’s responses on national issues also showed disparities. Overall, it found Hispanics continuing to identify themselves largely as Democrats, 53% vs. 17% Republican. In addition, there are anywhere from 25 to 50 point gaps between Hispanics and Non-Hispanics on key national issues.
— 73% of Hispanics rated “Allocating funds for building affordable housing” extremely or very important, while only 39% of non-Hispanics rated it as such.
— 70% of Hispanics said “Appointing a Hispanic/Minority to the U.S. Supreme Court” was extremely or very important, versus only 22% of non-Hispanics.
— 64% of Hispanic respondents rated “Providing an AIDS relief package to Latin American countries” as extremely or very important, against only 16% of non-Hispanics.
As a group, Hispanics also had strongly held views on public policy issues that relate to protecting their children and families.
— 81% of Hispanics rated “Childcare assistance” as extremely or very important, versus 35% of non-Hispanics.
— 65% of Hispanics said the same of “Assist impoverished countries” versus 10% of non-Hispanics.
— “Gun control” was rated extremely or very important by 71% of Hispanics versus 36% of non-Hispanics.
— “After school programs” 74% Hispanic versus 39% non-Hispanic.
— “Police-community relations” 84% Hispanic versus 57% non-Hispanic.
— 44% of Hispanic respondents said that drug use was the “most widespread challenge facing youth in the United States today.”
Lisa Quiroz, Publisher of People en Español, said, “We created the HOT study because there was a tremendous need for research within the Hispanic market. We are currently in our third year and the study continues to provide the magazine and its advertisers with an in-depth look into this burgeoning market. The past success of the HOT study has inspired the AOL Time Warner Foundation and six other AOLTW divisions to partner with us this year. As we’ve expanded the survey, we’ve grown to see the study has value as an important snapshot of Hispanic-Americans as a whole.”
Kathy Bushkin, Senior Vice President, AOL Time Warner and President, AOL Time Warner Foundation, said, “Hispanics are such a strong and influential community that it’s essential for us to better understand the values that they hold dear. And it’s clear from the study that Hispanics are holding fast to their traditions while working for a successful future for their children.”
Cheskin Co-Founder Felipe Korzenny said, “What’s particularly interesting about this study is it shows how much Hispanics are developing a unique identity in America. We are keeping to our roots while branching out – retaining our unique flavor in the American salad bowl of diversity.”
Maintaining Hispanic Identity and Aspirations
The HOT(TM) study contains other findings supporting the important link between Hispanic identity and family and heritage:
— 67% of Hispanic respondents said they preferred to be identified as “Hispanic, Hispanic-American, or Hispano/a,” rather than Latino/a.
— 79% said they’d prefer to spend time with their families if they had an extra1/2hour a day, vs. 57% of non-Hispanics.
Hispanics are also striving to achieve greater success in America, and believe work and education are the keys.
— When asked if they would retire if they won the lottery, only 21% of Hispanic respondents said yes, versus 41% of non-Hispanics.
— Hispanics rated Doctor and Lawyer as the most desirable professions for their children.
Hispanics More Responsive to Media Messages
The study found that Hispanics are more responsive to, and less cynical of, advertising messages than non-Hispanics. Advertising in Spanish particularly drives positive responses from Hispanics.
— 52% of Hispanics responded that they preferred advertising in Spanish.
— 24% of Hispanics surveyed said they strongly agree with the statement “magazine advertising gives me good ideas of what to buy,” versus only 8% of non-Hispanics.
— 14% of Hispanics strongly agree with the statement “I often make purchasing decisions based on advertising,” vs. 4% of non-Hispanics.
“Our research proves that there is an immediate need for advertisers to target this ever-expanding market,” said People en Español’s Quiroz. “We are confident that the HOT Study findings will help facilitate this process.”
Obstacles to Success Remain
At the same time that Hispanics are striving for their children and believe in the opportunities that America has to offer, real obstacles for achieving success remain.
— Average income for Hispanics in the study was 38% less than non-Hispanics ($34,942 vs. $55,949).
— 57% of Hispanic respondents said they have health insurance, versus 86% of non-Hispanics.
— There is a 20-point difference between Hispanics and non-Hispanics on owning a computer (50% vs. 71%) and having Internet access (31% vs. 52%).
AOLTW Foundation Committed to Helping Close Opportunity Gap
The AOL Time Warner Foundation is committed to helping overcome these obstacles to success. The Foundation works to create programs that help build 21st Century literacy skills among young people in underserved communities.
AOL Time Warner recently completed a public service announcement campaign designed to raise donations for the Hispanic Scholarship Fund, and made a significant new scholarship and internship commitment to the Fund and the Hispanic Association of Colleges and Universities. In addition, many of the Foundation’s programs — such as Time to read and community technology centers — focus on providing reading, writing and other literacy skills and helping bridge the digital divide.
Kathy Bushkin added, “We’ll use the information in this survey to help strengthen our existing programs and to create new initiatives that help young people all over the country have the opportunities and resources they need to succeed in the 21st Century.”
About the HOT(TM) Study
The survey was conducted between June and August of 2002 via bilingual telephone interviews among 6,000 U.S. adults. Four thousand Hispanics were randomly chosen from Hispanic surnames and 2000 non-Hispanics randomly dialed. Demographic and qualifying incidence questions were asked of all respondents, followed by a breakout of one of 10 modules among sub-samples of 600-650 respondents. Interviews averaged between 20 and 30 minutes. The survey has an overall margin of error of +/- 2.2%, while each module has a margin of error of +/- 5.5%.
About the AOLTW Foundation
The AOL Time Warner Foundation seeks to use the power of media, communications and information technology to serve the public interest and strengthen society around the world. The Foundation engages the full range of AOL Time Warner’s unique resources to build innovative and sustainable global programs.
About People en Español
People en Español was launched in 1998 and today is the best-selling Hispanic magazine in the United States. Each month, the publication reaches nearly four million readers with an exciting editorial mix of Hispanic and mainstream entertainment coverage, fashion and beauty service editorial and human-interest stories. A true pioneer in Hispanic print, People en Español demonstrates the increasing importance of the U.S. Hispanic market.
About Cheskin Research
Cheskin is a consulting and research firm grounded in marketing and design. At the heart of the company’s work is the recognition that innovation and success rest on in-depth understanding of people, their cultures, and the influences that motivate them. With a diverse multilingual staff representing over 20 different countries and cultures, Cheskin is highly regarded for their ability to anticipate change, and in turn define business opportunities, new product development, and marketing strategies for the future.
AOLTW Foundation, New York
Steve Sigmund, 212/484-6446
People en Español, New York
Lauren Kuschner, 212/533-4130