Rhiza ratio hispanic votersv7

Rhiza Ratio: Generations and the ‘Hispanic Vote

RHIZA | SEPTEMBER 2015

© 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

© 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

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

Response

num

ber o

f vot

ers

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

Res

pons

e

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

Response

num

ber o

f vot

ers

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

Policy stances by generation

Res

pons

e

number of voters (index)a

137

84

127

88

120

91


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?

Res

pons

e

number of voters (index)

154

70

142

77

127

85


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?

Res

pons

e


176

82

160

86

143

90


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?

Res

pons

e


143

82

148

81

129

88


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?

Res

pons

e


162

87

136

93

123

95


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?

Education levels

Res

pons

e


358

284

172

64

48


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

Res

pons

e number of voters (index)

322

136

122

106

97



HS Diploma - Likely


Vocational Technical Degree

- Extremely Likely


0 100 200 300 400


Education level of Hispanic Americans by generation

Res

pons

e


209

136

122

115

97



HS Diploma - Likely

Bach Degree - Extremely Likely

HS Diploma - Extremely Likely


- Extremely Likely

0 100 200 300


Res

pons

e


310

271

156

80

53

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



HS Diploma - Likely



0 100 200 300 400

18-‐29 year-‐old Republican Hispanic American voters

Res

pons


361

282

171

66

47




HS Diploma - 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

Res

pons

e


327

293

171

67

50




HS Diploma - Likely



0 100 200 300 400

18-‐29 year-‐old Non-‐par%san Hispanic American voters

Res

pons

e


226

130

117

110

102




HS Diploma - Likely



0 100 200 300


Res

pons


343

140

118

109

92



HS Diploma - Likely



- Extremely Likely


0 100 200 300 400



Res

pons

e


326

136

124

104

99



HS Diploma - Likely




- Extremely Likely

0 100 200 300 400


Res

pons

e


130

125

120

111

106




HS Diploma - Likely



- Extremely Likely

0 50 100 150


Res

pons


238

143

119

119

95



HS Diploma - Likely




- Extremely Likely

0 100 200 300



Res

pons

e


207

136

127

105

91



HS Diploma - Likely




0 100 200 300


Media Consumption Behaviors

Res

pons

e

Total Weighted Individuals (index)

310

300

274

266

243


UFC

MTV

Instagram

MLSsoccer or team 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


Radio.com

UFC

WWE

MLSsoccer or team website

NBA or team website

0 100 200 300 400


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

Res

pons

e

Number of Respondents

169

159

126

113

111


Did not visit any site or use any

app

Radio.com

Google Offers

NBA or team website

AARP

0 50 100 150 200


Res

pons

e


204

172

150

109

104


HTC

ZTE

Huawei

Apple (iPhone)

Samsung

0 50 100 150 200 250

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

Res

pons


156

153

138

116

103


HTC

Huawei

ZTE

Samsung

Apple (iPhone)

0 50 100 150 200


Wireless/cell phone brands used by Hispanic Americans

Res

pons

e


213

163

135

111

110


Huawei

BlackBerry (RIM)

ZTE

Samsung

Nokia

0 100 200 300


Res

pons

e


288

215

144

91

49


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


134

130

125

109

71


3 - 4 hours

5 hours or more

1 - 2 hours

Less than 1 hour

None

0 50 100 150


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

Res

pons

e


114

94

94

80

66


None

1 - 2 hours

Less than 1 hour

3 - 4 hours

5 hours or more

0 50 100 150


Res

pons

e

total weighted individuals (index)

431

304

247

226

218

210

209


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


CLASSESUSA.COM

EXPERIAN.COM

DOWNLOAD.COM

BLOCKBUSTER.COM

FLICKR.COM

EQUIFAX.COM

KABOOSE.COM

0 100 200 300


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


CREDITEXPERT.COM

MOVIES.COM

SPRINT.COM

CBS.COM

WEATHERBUG.COM

DELL.COM

NBC.COM

0 100 200 300


Res

pons

e

Number of Respondents (index)

164

159

106

69


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.”

Res

pons

e

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%


Disagree completely

Agree somewhat

Disagree somewhat

Agree completely

0.0% 20.0% 40.0% 60.0%

Propor%on of responses by age

Res

pons

e


163

146

107

73


Agree completely

Agree somewhat

Disagree somewhat

Disagree completely

0 50 100 150 200


Res

pons

e


117

107

100

92


Agree somewhat

Disagree somewhat

Agree completely

Disagree completely

0 50 100 150


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


191

178

157

156

145


Post video(s)

Posted your current location

Update your profile

Update your status

Post a website link

0 50 100 150 200 250


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

Res

pons

e


69.7%

64.0%

57.4%

64.8%

72.5%

57.5%

53.2%

54.2%

69.3%

53.3%

58.2%

44.4%


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%


Res

pons

e


154

152

132

132

131


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


Res

pons

e


142

139

132

130

122


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


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

Res

pons

e


160

125

103

38


Agree completely

Agree somewhat

Disagree somewhat

Disagree completely

0 50 100 150 200


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

Res

pons

e


40.1%

26.8%

10.5%

22.6%

41.4%

26.4%

13.8%

18.4%

36.7%

24.6%

23.6%

15.0%


Agree somewhat

Disagree somewhat

Disagree completely

Agree completely

0.0% 20.0% 40.0% 60.0%


Res

pons

e


130

129

102

50


Agree completely

Agree somewhat

Disagree somewhat

Disagree completely

0 50 100 150


Res

pons

e


114

106

95

85


Agree somewhat

Agree completely

Disagree somewhat

Disagree completely

0 50 100 150


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

Res

pons

e


194

134

89

40


Agree completely

Agree somewhat

Disagree somewhat

Disagree completely

0 50 100 150 200 250


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

Res

pons

e


32.7%

26.4%

12.4%

28.4%

33.7%

27.5%

18.7%

20.1%

29.4%

24.5%

28.4%

17.7%


Agree somewhat

Disagree somewhat

Disagree completely

Agree completely

0.0% 10.0% 20.0% 30.0% 40.0%


Res

pons

e


138

137

93

60


Agree somewhat

Agree completely

Disagree somewhat

Disagree completely

0 50 100 150


Res

pons

e


121

120

91

83


Agree completely

Agree somewhat

Disagree completely

Disagree somewhat

0 50 100 150


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-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

© 2015 Rhiza

Where do Mexican and Puerto Rican American voters live by state?

34 | Confidential

© 2015 Rhiza

Where do Mexican and Puerto Rican American voters live by DMA?

35 | Confidential

© 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

Software

Rhiza ratio hispanic votersv7