Rhiza Ratio - Generations and the Hispanic Vote

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
numberofvoters
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

Response
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
numberofvoters
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

Response
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?

Response
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?

Response
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?

Response
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?

Response
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?

Response
358
284
172
64
48
National Average 18-29 30-44
45-59
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

Response
322
136
122
106
97
45-59
Less than HS
Diploma - Likely
HS Diploma -
Likely
Some College -
Likely
Vocational
Technical 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
Response
209
136
122
115
97
45-59
Less than HS
Diploma - Likely
HS Diploma -
Likely
Bach Degree -
Extremely Likely
HS Diploma -
Extremely Likely
Vocational
Technical Degree
- Extremely Likely
0 100 200 300
46-‐59
year-‐old
Hispanic
American
voters

Response
310
271
156
80
53
National Average 18-29 GOP
18-29 DEM 18-29 Non-Part
Some College -
Likely
Less than HS
Diploma - Likely
HS Diploma -
Likely
Bach Degree -
Likely
Some College -
Extremely Likely
0 100 200 300 400
18-‐29
year-‐old
Republican
Hispanic
American
voters

Response
361
282
171
66
47
Less than HS
Diploma - Likely
Some College -
Likely
HS Diploma -
Likely
Bach Degree -
Likely
Some College -
Extremely 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
Response
327
293
171
67
50
Less than HS
Diploma - Likely
Some College -
Likely
HS Diploma -
Likely
Bach Degree -
Likely
Some College -
Extremely Likely
0 100 200 300 400
18-‐29
year-‐old
Non-‐par%san
Hispanic
American
voters

Response
226
130
117
110
102
Less than HS
Diploma - 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

Response number of voters (index)
343
140
118
109
92
Less than HS
Diploma - Likely
HS Diploma -
Likely
Some College -
Likely
Vocational
Technical Degree
- Extremely Likely
Bach Degree -
Extremely Likely
0 100 200 300 400
30-‐44
year-‐old
Democra%c
Hispanic
American
voters

Response
326
136
124
104
99
Less than HS
Diploma - Likely
HS Diploma -
Likely
Some College -
Likely
Bach Degree -
Likely
Vocational
Technical Degree
- Extremely Likely
0 100 200 300 400
30-‐44
year-‐old
Non-‐par%san
Hispanic
American
voters

Response
130
125
120
111
106
Less than HS
Diploma - Likely
Bach Degree -
Extremely Likely
HS Diploma -
Likely
HS Diploma -
Extremely Likely
Vocational
Technical Degree
- Extremely Likely
0 50 100 150
45-‐59
year-‐old
Republican
Hispanic
American
voters

Response number of voters (index)
238
143
119
119
95
Less than HS
Diploma - Likely
HS Diploma -
Likely
Bach Degree -
Extremely Likely
HS Diploma -
Extremely Likely
Vocational
Technical Degree
- Extremely Likely
0 100 200 300
45-‐59
year-‐old
Democra%c
Hispanic
American
voters

Response
207
136
127
105
91
Less than HS
Diploma - Likely
HS Diploma -
Likely
Bach Degree -
Extremely Likely
HS Diploma -
Extremely Likely
Some College -
Likely
0 100 200 300
45-‐59
year-‐old
Non-‐par%san
Hispanic
American
voters

Response
Total Weighted Individuals (index)
310
300
274
266
243
45-59
UFC
MTV
Instagram
MLSsoccer or
team website
WWE
0 100 200 300 400
Sites
visited/apps
by
18-‐29
year-‐olds

Response Number of Respondents
305
214
194
180
165
45-59
Radio.com
UFC
WWE
MLSsoccer or
team website
NBA or team
website
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
Response
Number of Respondents
169
159
126
113
111
45-59
Did not visit any
site or use any
app
Radio.com
Google Offers
NBA or team
website
AARP
0 50 100 150 200
Sites
visited/apps
by
45-‐59
year-‐olds

Response
204
172
150
109
104
45-59
HTC
ZTE
Huawei
Apple (iPhone)
Samsung
0 50 100 150 200 250
Wireless/cell
phone
brands
use
by
18-‐29
year-‐olds

156
153
138
116
103
45-59
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
Response
213
163
135
111
110
45-59
Huawei
BlackBerry (RIM)
ZTE
Samsung
Nokia
0 100 200 300
Wireless/cell
phone
brands
use
by
44-‐59
year-‐olds

Response
288
215
144
91
49
45-59
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

134
130
125
109
71
45-59
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
Response
114
94
94
80
66
45-59
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

Response
total weighted individuals (index)
431
304
247
226
218
210
209
45-59
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

Response number of respondents
275
261
258
239
234
228
227
45-59
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
Response
total weighted individuals (index)
209
176
170
169
168
167
166
45-59
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

Response
Number of Respondents (index)
164
159
106
69
45-59
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.”Response
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%
18-29 30-44 45-59
National Average
Disagree
completely
Agree somewhat
Disagree
somewhat
Agree completely
0.0% 20.0% 40.0% 60.0%
Propor%on
of
responses
by
age

Response
163
146
107
73
45-59
Agree completely
Agree somewhat
Disagree
somewhat
Disagree
completely
0 50 100 150 200
Responses
of
30-‐44
year-‐olds
indexed
against
the
na%onal
average

Response
117
107
100
92
45-59
Agree somewhat
Disagree
somewhat
Agree completely
Disagree
completely
0 50 100 150
Responses
of
45-‐59
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.”

Response
191
178
157
156
145
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
na%onal
average

Types of social media activity by Hispanic Americans over the past 30
days.Response
69.7%
64.0%
57.4%
64.8%
72.5%
57.5%
53.2%
54.2%
69.3%
53.3%
58.2%
44.4%
18-29 30-44 45-59
National Average
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%
Propor%on
of
responses
by
age

Response
154
152
132
132
131
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
na%onal
average

Response
142
139
132
130
122
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
na%onal
average

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

Response
160
125
103
38
45-59
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: “Going online is one of
my favorite things to do with my free time.”Response
40.1%
26.8%
10.5%
22.6%
41.4%
26.4%
13.8%
18.4%
36.7%
24.6%
23.6%
15.0%
18-29 30-44 45-59
National Average
Agree somewhat
Disagree
somewhat
Disagree
completely
Agree completely
0.0% 20.0% 40.0% 60.0%
Propor%on
of
responses
by
age

Response
130
129
102
50
45-59
Agree completely
Agree somewhat
Disagree
somewhat
Disagree
completely
0 50 100 150
Responses
of
30-‐44
year-‐olds
indexed
against
the
na%onal
average

Response
114
106
95
85
45-59
Agree somewhat
Agree completely
Disagree
somewhat
Disagree
completely
0 50 100 150
Responses
of
45-‐59
year-‐olds
indexed
against
the
na%onal
average

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

Response
194
134
89
40
45-59
Agree completely
Agree somewhat
Disagree
somewhat
Disagree
completely
0 50 100 150 200 250
Responses
of
18-‐29
year-‐olds
indexed
against
the
na%onal
average

Opinions of Hispanic Americans on the statement: “The Internet is a main
source of entertainment for me.”Response
32.7%
26.4%
12.4%
28.4%
33.7%
27.5%
18.7%
20.1%
29.4%
24.5%
28.4%
17.7%
18-29 30-44 45-59
National Average
Agree somewhat
Disagree
somewhat
Disagree
completely
Agree completely
0.0% 10.0% 20.0% 30.0% 40.0%
Propor%on
of
responses
by
age

Response
138
137
93
60
45-59
Agree somewhat
Agree completely
Disagree
somewhat
Disagree
completely
0 50 100 150
Responses
of
30-‐44
year-‐olds
indexed
against
the
na%onal
average

Response
121
120
91
83
45-59
Agree completely
Agree somewhat
Disagree
completely
Disagree
somewhat
0 50 100 150
Responses
of
30-‐44
year-‐olds
indexed
against
the
na%onal
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
numberofvoters
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
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

Rhiza Ratio - Generations and the Hispanic Vote

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