Rhiza Ratio: Generations and the ‘Hispanic Vote

RHIZA | SEPTEMBER 2015

Response number of voters number of voters (proportion)

Democratic 9,251,374 57.1%

Non-Partisan 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

Political party affiliation of Hispanics nationally

Response

num

ber o

f vot

ers

9,251,374

3,762,273

2,527,631

Hispanics

Democratic Non-Partisan Republican0

10,000,000

2,500,000

5,000,000

7,500,000

Top 3 political parties of Hispanic voters

Res

pons

e

number of voters

1,797,239

348,528

1,082,072

2,448,414

571,138

1,180,484

2,495,569

801,116

903,070

18-29 30-44 46-60 National Average

Democratic

Republican

Non-Partisan

0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 1,750,000 2,000,000 2,250,000 2,500,000

Political party affiliation by generation

Response

num

ber o

f vot

ers

286,314

74,09122,970

946,407

230,885

67,058

1,224,375

309,913

109,501

National Average 18-30 31-45 46-60

Mexico Puerto Rico Cuba0

250,000

500,000

750,000

1,000,000

1,250,000

1,500,000

Country of origin by generation

Education levels

Res

pons

e

number of voters (index)

358

284

172

64

48

National Average 18-29 30-4445-59

Less than HSDiploma - 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

Res

pons

e

number of voters (index)

322

136

122

106

97

National Average 18-29 30-4445-59

Less than HSDiploma - Likely

HS Diploma -Likely

Some College -Likely

VocationalTechnical 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

Res

pons

e

number of voters (index)

209

136

122

115

97

National Average 18-29 30-4445-59

Less than HSDiploma - Likely

HS Diploma -Likely

Bach Degree -Extremely Likely

HS Diploma -Extremely Likely

VocationalTechnical Degree- Extremely Likely

0 100 200 300

46-59 year-old Hispanic American voters

Education level of Hispanic Americans by generation

Res

pons

e

number of voters (index)

310

271

156

80

53

National Average 18-29 GOP18-29 DEM 18-29 Non-Part

Some College -Likely

Less than HSDiploma - Likely

HS Diploma -Likely

Bach Degree -Likely

Some College -Extremely Likely

0 100 200 300 400

18-29 year-old Republican Hispanic American voters

Res

pons

e

number of voters (index)

361

282

171

66

47

National Average 18-29 GOP18-29 DEM 18-29 Non-Part

Less than HSDiploma - Likely

Some College -Likely

HS Diploma -Likely

Bach Degree -Likely

Some College -Extremely Likely

0 100 200 300 400

18-29 year-old Demographic Hispanic American voters

Education level of 18-29 year-old Hispanic American voters by party

Res

pons

e

number of voters (index)

327

293

171

67

50

National Average 18-29 GOP18-29 DEM 18-29 Non-Part

Less than HSDiploma - Likely

Some College -Likely

HS Diploma -Likely

Bach Degree -Likely

Some College -Extremely Likely

0 100 200 300 400

18-29 year-old Non-partisan Hispanic American voters

Education level of 18-29 year-old Hispanic American voters by party

Res

pons

e

number of voters (index)

226

130

117

110

102

National Average 30-44 GOP30-44 DEM 30-44 Non-Part

Less than HSDiploma - 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

Res

pons

e

number of voters (index)

343

140

118

109

92

National Average 30-44 GOP30-44 DEM 30-44 Non-Part

Less than HSDiploma - Likely

HS Diploma -Likely

Some College -Likely

VocationalTechnical Degree- Extremely Likely

Bach Degree -Extremely Likely

0 100 200 300 400

30-44 year-old Democratic Hispanic American voters

Education level of 30-44 year-old Hispanic American voters by party

Res

pons

e

number of voters (index)

326

136

124

104

99

National Average 30-44 GOP30-44 DEM 30-44 Non-Part

Less than HSDiploma - Likely

HS Diploma -Likely

Some College -Likely

Bach Degree -Likely

VocationalTechnical Degree- Extremely Likely

0 100 200 300 400

30-44 year-old Non-partisan Hispanic American voters

Education level of 30-44 year-old Hispanic American voters by party

Res

pons

e

number of voters (index)

130

125

120

111

106

National Average 45-59 GOP45-59 DEM 45-59 Non-Part

Less than HSDiploma - Likely

Bach Degree -Extremely Likely

HS Diploma -Likely

HS Diploma -Extremely Likely

VocationalTechnical Degree- Extremely Likely

0 50 100 150

45-59 year-old Republican Hispanic American voters

Res

pons

e

number of voters (index)

238

143

119

119

95

National Average 45-59 GOP45-59 DEM 45-59 Non-Part

Less than HSDiploma - Likely

HS Diploma -Likely

Bach Degree -Extremely Likely

HS Diploma -Extremely Likely

VocationalTechnical Degree- Extremely Likely

0 100 200 300

45-59 year-old Democratic Hispanic American voters

Education level of 45-49 year-old Hispanic American voters by party

Res

pons

e

number of voters (index)

207

136

127

105

91

National Average 45-59 GOP45-59 DEM 45-59 Non-Part

Less than HSDiploma - Likely

HS Diploma -Likely

Bach Degree -Extremely Likely

HS Diploma -Extremely Likely

Some College -Likely

0 100 200 300

45-59 year-old Non-partisan Hispanic American voters

Education level of 45-49 year-old Hispanic American voters by party

Media Consumption Behaviors

Res

pons

e

Total Weighted Individuals (index)

310

300

274

266

243

National Average 18-29 30-4445-59

UFC

MTV

Instagram

MLSsoccer orteam website

WWE

0 100 200 300 400

Sites visited/apps by 18-29 year-olds

Res

pons

e

Number of Respondents

305

214

194

180

165

National Average 18-29 30-4445-59

Radio.com

UFC

WWE

MLSsoccer orteam website

NBA or teamwebsite

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

Res

pons

e

Number of Respondents

169

159

126

113

111

National Average 18-29 30-4445-59

Did not visit anysite or use any

app

Radio.com

Google Offers

NBA or teamwebsite

AARP

0 50 100 150 200

Sites visited/apps by 45-59 year-olds

Internet sites visited/apps used over the past 30 days by Hispanic Americans

Res

pons

e

Total Weighted Individuals (index)

204

172

150

109

104

National Average 18-29 30-4445-59

HTC

ZTE

Huawei

Apple (iPhone)

Samsung

0 50 100 150 200 250

Wireless/cell phone brands use by 18-29 year-olds

Res

pons

e

Number of Respondents

156

153

138

116

103

National Average 18-29 30-4445-59

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

Res

pons

e

Number of Respondents

213

163

135

111

110

National Average 18-29 30-4445-59

Huawei

BlackBerry (RIM)

ZTE

Samsung

Nokia

0 100 200 300

Wireless/cell phone brands use by 44-59 year-olds

Wireless/cell phone brands used by Hispanic Americans

Res

pons

e

Total Weighted Individuals (index)

288

215

144

91

49

National Average 18-29 30-4445-59

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

Res

pons

e

Number of Respondents

134

130

125

109

71

National Average 18-29 30-4445-59

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

Res

pons

e

Number of Respondents

114

94

94

80

66

National Average 18-29 30-4445-59

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

Time spent in an average day on a social networking site by Hispanic Americans

Res

pons

e

total weighted individuals (index)

431

304

247

226

218

210

209

National Average 18-29 30-4445-59

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

Res

pons

e

number of respondents

275

261

258

239

234

228

227

National Average 18-29 30-4445-59

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

Res

pons

e

total weighted individuals (index)

209

176

170

169

168

167

166

National Average 18-29 30-4445-59

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

Websites used/visited in the last 30 days by Hispanic Americans

Res

pons

e

Number of Respondents

1,805

1,378

862

635

2,720

1,797

1,239

895

3,314

1,394

1,197

534

18-29 30-44 45-59

National Average

Disagree

completely

Agree somewhat

Disagree

somewhat

Agree completely

0 1,000 2,000 3,000 4,000

Number of responses by age

Res

pons

e

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 national average

Opinions of Hispanic Americans on the statement: “I like to receive coupons on my cell phone that are based on my location.”

Res

pons

e

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 national average

Res

pons

e

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 national average

Opinions of Hispanic Americans on the statement: “I like to receive coupons on my cell phone that are based on my location.”

Res

pons

e

Number of Respondents

1,723

1,420

1,582

1,349

2,182

1,601

1,731

1,496

1,835

1,540

1,412

1,214

18-29 30-44 45-59

National Average

Visit a friend's

profile/page

Sent a message

or e-mail

Comment on a

friend's post

Posted that you

'Like' something

0 1,000 2,000 3,000

Number of responses by age

Res

pons

e

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 national average

Types of social media activity by Hispanic Americans over the past 30 days.

Res

pons

e

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 national average

Res

pons

e

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 national average

Types of social media activity by Hispanic Americans over the past 30 days.

Res

pons

e

Number of Respondents

1,960

516

1,310

1,106

2,880

956

1,838

1,276

2,552

1,637

1,712

1,045

18-29 30-44 45-59

National Average

Agree somewhat

Disagree

completely

Disagree

somewhat

Agree completely

0 1,000 2,000 3,000 4,000

Number of responses by age

Res

pons

e

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 national average

Opinions of Hispanic Americans on the statement: “Going online is one of my favorite things to do with my free time.”

Res

pons

e

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 national average

Res

pons

e

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 national average

Opinions of Hispanic Americans on the statement: “Going online is one of my favorite things to do with my free time.”

Res

pons

e

Number of Respondents

609

1,292

1,601

1,390

1,299

1,913

2,342

1,396

1,976

1,701

2,040

1,229

18-29 30-44 45-59National Average

Disagreecompletely

Disagreesomewhat

Agree somewhat

Agree completely

0 1,000 2,000 3,000

Number of responses by age

Res

pons

e

Number of Respondents (index)

194

134

89

40

National Average 18-29 30-4445-59

Agree completely

Agree somewhat

Disagreesomewhat

Disagreecompletely

0 50 100 150 200 250

Responses of 18-29 year-olds indexed against the national average

Opinions of Hispanic Americans on the statement: “The Internet is a main source of entertainment for me.”

Res

pons

e

Number of Respondents (index)

138

137

93

60

National Average 18-29 30-4445-59

Agree somewhat

Agree completely

Disagreesomewhat

Disagreecompletely

0 50 100 150

Responses of 30-44 year-olds indexed against the national average

Res

pons

e

Number of Respondents (index)

121

120

91

83

National Average 18-29 30-4445-59

Agree completely

Agree somewhat

Disagreecompletely

Disagreesomewhat

0 50 100 150

Responses of 30-44 year-olds indexed against the national average

Opinions of Hispanic Americans on the statement: “The Internet is a main source of entertainment for me.”

Voting behavior of Mexican and Puerto Rican Americans

Response

num

ber o

f vot

ers

526,916

143,850 245,934

2,315,552

616,581 572,726

Puerto Rican Americans Mexican Americans National Average

Democratic Republican Non-Partisan0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Political party affiliations by national background

Political party affiliation of Mexican and Puerto Rican Americans

© 2015 Rhiza

Where do Mexican and Puerto Rican American voters live?

34 | Confidential

© 2015 Rhiza

Where do Mexican and Puerto Rican American voters live?

35 | Confidential

Policy stances by generation

Res

pons

e

number of voters (index)

137

84

127

88

120

91

National Average 18-29 30-44 46-60

Support

Oppose

0 20 40 60 80 100 120 140 160

Gun control policy position by age

Where do Hispanic Americans stand on gun control policy?

Res

pons

e

number of voters (index)

154

70

142

77

127

85

National Average 18-29 30-44 46-60

Oppose

Support

0 20 40 60 80 100 120 140 160 180

Bush’s Iraq policy position by age

Where do Hispanic Americans stand on Bush’s Iraq policy?

Res

pons

e

number of voters (index)

176

82

160

86

143

90

National Average 18-29 30-44 46-60

Support

Oppose

0 20 40 60 80 100 120 140 160 180 200

Affordable Care Act position by age

Where do Hispanic Americans stand on the Affordable Care Act?

Res

pons

e

number of voters (index)

143

82

148

81

129

88

National Average 18-29 30-44 46-60

Support

Oppose

0 20 40 60 80 100 120 140 160

Gay marriage policy position by age

Where do Hispanic Americans stand on the gay marriage?

Res

pons

e

number of voters (index)

162

87

136

93

123

95

National Average 18-29 30-44 46-60

Support

Oppose

0 20 40 60 80 100 120 140 160 180

Position on raising taxes by age

Where do Hispanic Americans stand on raising taxes?