Political Affiliation & Psychographics Among Hispanic.

In the wake of the Democratic and Republican National Conventions, the 2004 Presidential campaign shifts into high gear. With only seven weeks remaining before Election Day Simmons Market Research analyzed the relationship between political affiliation and psychographics among Hispanic and non-Hispanic adults.

Results from the Simmons Spring 2004 Unified Hispanic and National Consumer Survey (NCS/NHCS) reveal more than 150 million Americans are registered to vote. Over three-quarters (76%) of non-Hispanic adults are registered voters while only 44% of Hispanic adults partake in the voting process. The study also found that almost two-thirds (63%) of Spanish-speaking Hispanics in the US are not registered to vote. Examining the political affiliation of registered voters, the study reveals that English-speaking Hispanics are 26% more likely than the average adult to be a Democrat while non-Hispanic adults are 7% more likely to be Republican and 9% more likely to be Independent. Consumer confidence among these groups ranks the highest with English-speaking Hispanics. They are 37% more likely than the average consumer to feel positive about their past and future economic well-being as well as their perception of the US economy’s direction in the next 12 months.

“With such a close race at hand, candidates’ main focus will be to gain traction among swing voters in targeted states,” said Chris Wilson, President and COO, Simmons Market Research. “There is a considerable untapped market of Hispanic adults available to political parties and over the next 60 days it will be significant for them to target their campaign efforts towards this influential ethnic group.”

To help capture a complete picture of Hispanic and non-Hispanic adults, the study analyzes the attitudes, values, interests and media opinions of these groups. The study found that English-speaking Hispanics, who tend to be a more Democratic group, are 72% more likely than the average American to enjoy taking risks; 25% more likely to be interested in other cultures; and 14% more likely to be interested in international events. Interestingly enough, while just 28% of Spanish-speaking Hispanics are registered to vote, this group exhibits strong opinions that could effect voting decisions. For instance, Spanish-speaking Hispanics are more than twice as likely than the average adult to strongly agree that they are worried about pollution and congestion caused by cars. (See chart below.)

Spanish-speaking Hispanics tend to be keenly aware of out-of-home advertising as they are over three times more likely than the average consumer to often notice ads at bus stops, on buses and in taxis. They also are twice as likely to notice ads on trains and over 1.7 million Spanish-speaking Hispanics strongly agree that well-designed outdoor advertising can improve the urban landscape.

“Insight into the psychographic behavior these cultures display can help political parties effectively target their campaign efforts,” said Wilson. “Understanding the differences in how these ethnic groups choose their media may help campaigns rethink their final marketing efforts to get their message across and secure the extra votes needed to win the race.”

* Index indicates the likelihood of consumers, compared to the total population. 100 = market average: anything above 100 is more likely and anything below 100 is less likely.

To view charts CLICK above on ‘More Images’.