2015 DATOS AZ OYE! Intelligence Education & Entertainment Report

T H E S T A T E O F A R I Z O N A ’ S H I S P A N I C M A R K E T
D A T O S A Z 2 0 1 5
1
Arizona’s Latino population has nearly tripled in the past 25 years to just over 2 million people, and experts say it could double again by the end
of the next generation.
Not since the advent of the railroad and the arrival of a wave of white settlers into the Arizona territory in the late 1800s has the state undergone
such a far-reaching demographic and cultural transformation.
For the past 19 years, the Arizona Hispanic Chamber of Commerce has been documenting this historic societal shift in our state and the growing
economic influence of the Arizona’s Latino community in a comprehensive report called DATOS: The State of the Hispanic Market.
In this year’s report, we show that the state’s Hispanic consumers will spend about $40.3 billion on goods and services in 2015, while Hispanic
purchasing power nationwide could top $1.5 trillion—a figure roughly equivalent to the GDP of Australia. Interestingly, a recent study published
by the Cervantes Institute found the United States is now home to 52 million Spanish speakers, more than any other country on earth except
Mexico. Spanish is now the second most spoken language next to English in all but six states.
As Arizona’s economic engine starts to rev up again, Hispanic-owned firms are poised to play a critical role in expanding our state’s increasingly
diverse business environment.
Consider that from 2007 to 2012, according to a recent U.S. Census report, Hispanic-owned businesses overall grew an astonishing 70 percent
from 52,667 to 89,673, while going from just about 10 percent of all businesses in Arizona to more than 17 percent. Perhaps even more impres-
sive, Census data shows that companies owned by Hispanic women skyrocketed by 116 percent from 19,367 in 2007 to 41,843 firms in 2012.
By comparison, during that same period, the total number of all businesses statewide grew barely 2 percent from 491,529 to 499,927 companies.
DATOS also forecasts that based on the compounded annual growth rate of Hispanic-owned businesses statewide from 2007 and 2012, Arizona
is now home to an estimated 123,406 Hispanic companies overall, a majority of which (66,429 businesses, or 54 percent) are owned by Hispanic
women.
On behalf of the entire Chamber Board and its staff, we congratulate Arizona Latina entrepreneurs like our very own Lorena Valencia of Reliance
Wire and Cable, Lisa Urias of Urias Communications, Cathy Garcia of Cha Cha Chic and the estimated 66,000-plus other Latinas across the state
who are leading the way in Hispanic business growth.
The DATOS report was created to serve as a comprehensive and reliable source of fact-based information about the state’s Hispanic market that
could be utilized by not only Arizona Hispanics but all public and private industry officials tasked with crafting our state’s economic agenda—an
agenda that must include the state’s Latino community.
Why do we do it? Because the Arizona Hispanic Chamber knows that while it’s important to talk about the intrinsic value of an inclusive society, it
is imperative that we make that argument grounded in the type of well-researched data we proudly bring to you every year in DATOS.
In addition to DATOS, the Arizona Hispanic Chamber invites you to attend our Fourth Annual Business Diversity Summit on November 13, 2015,
where we will gather business leaders to discuss the intersection between a strong environment and vibrant economy. On December 4, 2015, the
Chamber will again partner with Hensley Beverage Company and ASU’s Hispanic Business Alumni Association to host the 24th
Annual Bud Shoot-
out. Tournament proceeds go to help fund our college scholarship program aimed at growing the pool of young business and STEM graduates.
The Arizona Hispanic Chamber of Commerce is committed through our nearly 60 annual events to serve as the state’s leading advocate for
Hispanic consumers and business owners, all as part of a wider effort to promote Arizona’s economic development and global competitiveness.
Respectfully,
“SRP is proud to sponsor the release of the Arizona Hispanic Chamber of
Commerce’s 19th
Annual DATOS: State of Arizona’s Hispanic Market because we
believe all Arizonans should know that our state’s future economic vibrancy and
prosperity is inextricably linked to the growing influence and buying power of its
diverse and burgeoning Hispanic population.”
—Mark Bonsall, General Manager & CEO, SRP
WELCOME TO DATOS 2015
The Growing Economic Influence Of Arizona Latinos
Gonzalo A. de la Melena, Jr.
President & CEO
Arizona Hispanic Chamber of Commerce
Yolanda France
Director, Customer Contact Operations
Salt River Project (SRP)
AZHCC Board of Directors

D A T O S A Z 2 0 1 5
3
DATOS 2015 CONTENT COMMITTEE
(Listed in alphabetical order of Company/Organization)
Christina Tellez
AAA ARIZONA
Kenny Farrell
ARIZONA DIAMONDBACKS
Dr. Alfredo G. de los Santos, Jr.
ARIZONA MINORITY EDUCATION
POLICY ANALYSIS CENTER
Andrea Whitsett
ASU, MORRISON SCHOOL
FOR PUBLIC POLICY
Melissa Gamez
ASU, SEIDMAN RESEARCH INSTITUTE
Dr. Bert Valencia
ASU, THUNDERBIRD SCHOOL
OF GLOBAL MANAGEMENT
Gonzalo A. de la Melena, Jr.
AZHCC
James E. Garcia
AZHCC
Monica S. Villalobos
AZHCC
Catherin Vargas
BLUE CROSS BLUE SHIELD OF ARIZONA
Marla Bauer
BLUE CROSS BLUE SHIELD OF ARIZONA
Marjorie DeRubeis
COLLEGE SUCCESS ARIZONA
Edyta Koscielniak
COX COMMUNICATIONS
Victor Holland
GEOSCAPE
Laura Fullington
MACERICH
Alana Chavez Langdon
MARICOPA ASSOCIATION OF
GOVERNMENTS
Kerry Mitchell
MARICOPA COUNTY
COMMUNITY COLLEGE DISTRICT
Ruth Soberanes
NORTH AMERICAN RESEARCH
PARTNERSHIP
Greg Fresquez
PHOENIX INTERNATIONAL
RACEWAY
Michele Valdovinos
REPUBLIC MEDIA
Yolanda France
SALT RIVER PROJECT (SRP)
Dr. Raquel Gutierrez
ST. LUKE’S HEALTH INITIATIVES
Dr. Maria R. Chavira
THE ROMAN CATHOLIC
DIOCESE OF PHOENIX
Jaime Boyd
UNIVISION
Kevin Norgaard
UNIVISION
Jorge Luna
VALLEY METRO
Anel Mercado
VALLEY OF THE SUN UNITED WAY
Luis R. Soto
VANTAGE WEST CREDIT UNION
Glenn Iwata
WESTGROUP RESEARCH
Monica S. Villalobos
Editor
James E. Garcia
Associate Editor
Karen Murphy
Copy Editor/Proofreader
Lisa Martinez Lopez
Intern, Executive Services
Carmen G. Martínez
Creative Director
Miguel Angel Lopez Gonzalez
Research Analyst
Aurelio Herrera
Intern, Research
Eric Rascon
Intern, Business Development
ARIZONA STATE UNIVERSITY
STUDENT TEAM
RESEARCH PROFESSOR
Dr. Loui Olivas
Director
STUDENT RESEARCHERS
Adriana Grado
Graduated, Spring 2015
Gilberto Lopez
Deidre Zuniga
Carolina Aguirre
Management Major
Felipe Corral
Marketing Major
Axel Martinez
Business Communications Major
Flor Uribe
Accounting Major
PRODUCTION TEAM
In DATOS 2015, the terms Hispanic and Latino are used
synonymously, as are Native American and American
Indian and African-American and black. White, Non-
Hispanic is sometimes referred to as Non-Hispanic
white. Hispanics may be of any race.
The information presented here was selected from
standard secondary sources. However, data changes
quickly and is not always collected annually. Data often
offers a static picture of an ever-changing situation. The
numbers calculated for any statistic depend on the defi-
nitions and assumptions used to produce them.
TERMINOLOGY AND RESEARCH
ACKNOWLEDGEMENTS 2015

FEATURED CLIENTS
ENJOYING THE SOCIAL MEDIA
DATA ON THIS REPORT?
WE LOVED PULLING IT. OYE! CREATES ACTIONABLE HISPANIC
MARKET INSIGHTS FOR FORTUNE 500 FIRMS NATIONWIDE. LEARN
HOW OYE! LEADS THE INDUSTRY IN HISPANIC ONLINE RESEARCH.
OYEINTELLIGENCE.COM/DATOS
OUR FUTURES ARE ALL CONNEC+ED
valleymetro.org/connected
Did you know
that 35% of
rail passengers
choose to ride
instead of drive,
removing over
10,000 cars from
the road?

D A T O S A Z 2 0 1 5
52
CONSUMER
BEHAVIOR CHAPTER 2 CONSUMERSECTION I
Hispanic Entertainment Insights
ABOUT OYE!
OYE! is a tool designed to bring a deeper understanding of
the Hispanic consumer to brands through analysis of social
conversation. OYE! not only identifies U.S. Hispanic conver-
sation, but also analyzes the discussion based in Spanish,
English or Spanglish. OYE! then derives meaning from that
conversation to deliver insights on overall Hispanic use of
social media as well as insights into Hispanic demograph-
ics and psychographics.
DATA GATHERED
OYE! is a social data analysis tool. Samples of conversa-
tion on Twitter, Facebook and Instagram are pulled accord-
ing to the privacy and security settings on those platforms.
The data reviewed is both independently generated user
content as well as comments about and replies to brand/
organization content. A large sample size of data is pulled
from the full universe of data available to provide statisti-
cally relevant samples of the conversation.
IDENTIFYING HISPANICS
While the use of the Spanish language in social media is
a significant indicator that someone may be Hispanic, it is
not the only identifier. Other factors are leveraged to iden-
tify Hispanics: name, images, location, following (who they
follow as well as who follows them) all contribute to clas-
sifying a social profile as Hispanic. OYE! has created a
proprietary technology to analyze and weight these factors
to determine the likelihood the creator of a given piece of
content is Hispanic.
CONFIDENTIALITY
OYE! leverages data that is available publicly either via
purchase from 3rd
party vendors and/or directly from the
social platforms. OYE! does not violate any individual user’s
privacy at the time of data collection. All conclusions about
any individual’s race, gender, language preferences, etc. is
kept secure and is not shared with any 3rd
party or client.
SAMPLE SIZE
This report covers over 17,000 verified Hispanic conver-
sations about the topics of favorite actors/actresses, mov-
ies, video games, cable networks and more engaged with
among the Hispanic community. A sample of general mar-
ket conversations was analyzed as well to provide compari-
sons between ethnicity. All data was pulled between June
15th
–and July 15th
of 2015.
SUMMARY
In the entertainment industry Hispanics were found to talk
about Latino musicians such as Selena Gomez who owned
29% of the total Hispanic conversation among other artists
such as Pitbull and Romeo Santos. Netflix and SoundCloud
dominated Hispanic mentions in their respective industries
of streaming video and audio. Nintendo, with high affin-
ity for the Mario Bros franchise, dominated video game
console conversation while Call of Duty was the individual
game most discussed by the Hispanic audience.
The importance of the Hispanic moviegoer is an often
mentioned theme and Minions was found to be the most
popular movie, pushing 43% of the total movie conversa-
tion when evaluating the top 10 movies in theaters from
June 15-July 15.
ALL FINDINGS
1. Selena Gomez was the most mentioned artist
among Hispanics with 29% of the total conversa-
tion. 14% of the time fans expressed their admira-
tion for her, mentioning their “love” for her. Men-
tions of Selena’s new song, “Good for You” drove
10% of total conversation. A final driver noticed
was mentions of her recent Pantene sponsorship
which drove 3% of the conversation.

D A T O S A Z 2 0 1 5
53
CONSUMER
Hispanic Entertainment Insights
2. Netflix was by far the Hispanic favorite as it was
the most mentioned online movie platform with 97%
of the conversation. Their hit series, “Orange is the
New Black” pushed over 40% of the conversation.
Mentions of the movie Daredevil (5%) helped drive
conversation as well. Platforms Hulu and HBO Go
were not mentioned nearly as much by Hispanics
making up 3% of the conversation.
3. Nintendo was the most mentioned game console
with 61% of the conversation. Games associated
with the Mario Brothers franchise propelled over
18% of Nintendo conversation. Smash Brothers
was the next highest driver for Nintendo, owning
15% of that brand’s conversation. Additionally,
the NES and WII systems helped inspire 11% and
10% of posts respectively. Xbox was the next high-
est discussed console with 21% of the conversation
but was highly varied in topics. The most discussed
category among Hispanics was the game Elder
Scrolls, driving 3% of Xbox conversation. Finally,
PlayStation owned 18% of total conversation with
mentions of the video game conference E3 power-
ing 25% of this brand’s conversation.
4. Univision was the TV channel driving the highest
conversation volume among Hispanics. The novela,
“Lo Imperdonable” drove the highest quantity of
mentions with 32% of the Univision conversation.
Mentions of the hashtag, “Growing up Hispanic”
also drove 11% of the Univision volume.
5. SoundCloud (47%) was mentioned the most over
iHeartradio (34%) and Spotify (19%). Sound
Cloud appears to be a popular music platform for
Hispanics as they can create, upload, and share
their music themselves. Conversation was very dis-
persed among users, the biggest topic found was
self-promotion of the song “Pour it Up” from a user,
Narada Vanegas with 4% of the conversation.
6. The movie Minions drove the most mentions with
43% of the total conversation when evaluating the
top 10 movies in theaters from June 15-July 15. On
average 9% of movie conversation was confirmed
to be from Hispanics while Minions over-indexed
with the Latino audience gaining 12% from this
demographic. The movie, The Gallows also over
indexed with Hispanic mentions making up 10% of
its total conversation. The majority of Minions posts
were from users expressing their desire to see the
movie.
7. The Call of Duty video game was the most men-
tioned game with 30% of the Hispanic total conver-
sation, 28% of the Call of Duty conversation was
sparked by the version Black Ops III, Hispanics also
mentioned the version Advance Warfare 6% of the
time.
8. When comparing mentions of ‘favorite actors’
among top entertainers both Hispanic and non-
Hispanic, actor Adam Sandler drove 14% of total
conversation from Non-Hispanics and 7% from His-
panics. 51% of Non-Hispanic conversation were
shares/retweets about Adam Sandler meeting a
cancer patient from Australia while 21% of Hispan-
ics mentioned the same conversation.
9. Actress, Scarlet Gruber (Venezuelan) was the most
mentioned among Hispanics with 44% of the His-
panic conversation. The largest segment of the
Hispanic conversation came from a desperate (yet
passionate) fan in Dallas, TX posting over 200
Tweets tagging the actress, asking her to follow her
account.
10. The TV channel, BET had mentions that were 3%
Hispanic and 97% were non-Hispanic. The BET
awards were the highest driver for both Hispanics
(84%) and for Non-Hispanics (65%).

D A T O S A Z 2 0 1 5
54
CONSUMER
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample.
Data derived from verified Hispanic conversations nationwide.
Top Online Music Platforms Mentioned by Hispanics
June 15th – July 15th, 2015
47%
35%
19%
SoundCloud iheartradio Spotify
SoundCloud Was The Most Mentioned Online Music Platform By Hispanics
Add OYE logoSource: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.
TOP ONLINE MUSIC PLATFORMS MENTIONED BY HISPANICS
JUNE 15 – JULY 15, 2015
SoundCloud Was The Most Mentioned
Online Music Platform By Hispanics
Data derived from verified Hispanic conversations nationwide.
Top 5 Artists Mentioned by Hispanics
June 15th-July 15th,2015
29%
27%
14%
8%
6%
Selena Gomez
Pitbull
Romeo Santos
Taylor Swift
Ariana Grande
Selena Gomez and Pitbull Were The Most Mentioned Artists Among Hispanics Driving Over Half The Total Conversation
TOP 5 ARTISTS MENTIONED BY HISPANICS
JUNE 15 – JULY 15, 2015
Selena Gomez and Pitbull Were
The Most Mentioned Artists Among Hispanics
Driving Over Half The Total Conversation
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
55
CONSUMER
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic
conversations nationwide.
Top Online Movie Platforms for Hispanics
June 15th-July 15th, 2015
97%
3% 1%
Netflix Hulu HBO GO
Netflix Was By Far The Hispanic Favorite As It Was The Most Mentioned Online Movie Platform With 97% Of The Conversation
TOP ONLINE MOVIE PLATFORMS FOR HISPANICS
JUNE 15 – JULY 15, 2015
Netflix Was By Far The Hispanic Favorite As It Was
The Most Mentioned Online Movie Platform
With 97% Of The Conversation
TV Channel BET – BET Awards by Race
3%
97%
BET Channel
Hispanics Non-Hispanics
84%
65%
Hispanic Non-Hispanic
BET Awards By Race
The BET Awards Were The Highest Driver For Both Hispanics (84%) And For Non-Hispanics (65%)
TV CHANNEL BET – BET AWARDS BY RACE
JUNE 15 – JULY 15, 2015
The BET Awards Were The Highest Driver
For Both Hispanics (84%) And For Non-Hispanics (65%)
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
56
CONSUMER
Top Game Consoles Used by Hispanics
June 15th-July 15th, 2015
61%
21%
18%
Nintendo Xbox PlayStation
Nintendo Was The Most Mentioned Game Console By Hispanics, Driving 61% Of The Conversation
TOP GAME CONSOLES USED BY HISPANICS
JUNE 15 –
JULY 15, 2015
Nintendo Was The Most Mentioned Game Console
By Hispanics, Driving 61% Of The Conversation
TOP MOVIE MENTIONS – MINIONS MOVIE MENTIONS
BY RACE
JUNE 15 – JULY 15, 2015
Courtesy of
Courtesy of
The Movie
‘Minions’ Drove
The Most
Hispanic
Mentions,
Which Overall
Accounted For
12%
Of The Total
Conversation
Top Movie Mentions – Minions Movie
59%
10%
8%
6%
5%
Minions
Dope
Max
Inside out
Amy
88%
12%
Minions
Non-Hispanics Hispanics
The Movie Minions Drove The Most Hispanic Mentions, Overall Hispanic
Mentions Of The Movie Minions Accounted For 12% Of Total Conversation
ASource: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

D A T O S A Z 2 0 1 5
57
CONSUMER
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversa-
tions nationwide.
Top Video Games Mentioned By Hispanics
30%
28%
10%
9%
6%
Call of Duty
Halo
Bungie
Need For Speed
Assassin's Creed
The Call Of Duty Video Game Was The Most Mentioned Game With 30% Of The Hispanic Total Conversation
TOP VIDEO GAMES MENTIONED BY HISPANICS
JUNE 15 – JULY 15, 2015
The Call Of Duty Video Game Was The Most Mentioned
Game With 30% Of The Hispanic Total Conversation
Courtesy of
The law firm of
Quarles & Brady is a
proud sponsor of the
Arizona Hispanic
Chamber of Commerce.
For more information about our legal services, please contact
Leonardo Loo at (602) 229-5638 or leonardo.loo@quarles.com. quarles.com

D A T O S A Z 2 0 1 5
88
CASE STUDYCONSUMER
BEHAVIOR
SECTION I
MISSION
In early 2015, OYE! Business Intelligence partnered with
Fortune 100 financial institution MassMutual to compile 12
months of social media data from Hispanic consumers in the
financial industry. The goal was to use this data to build the
best strategy to reach the Hispanic community as well as
bring more awareness of MassMutual’s extensive financial
education efforts among their target market. The plan was
to monitor publicly available online conversations via social
media in order to listen to what Hispanics were saying about
the brand as well as their competitors in the industry.
APPROACH
OYE! was used to closely monitor all relevant online conver-
sations surrounding the MassMutual brand among Hispan-
ics. Among other marketing data the OYE! solution tracked
were the conversation drivers, volume, and sentiment of
conversations. OYE! analyzed the conversations Hispanic
consumers were already saying about the brand and helped
MassMutual understand the different aspects of where their
most useful audience segments are as well as to create cam-
paigns tailored to the identified audience. A report was
compiled to provide key insights to the MassMutual team on
the Hispanic audience and was supported by recommenda-
tions on ways to engage the consumers from OYE!.
RESULTS
Based on the marketing data insights and observations that
were found during the online listening process, OYE! was
able to make recommendations aimed at improving involve-
ment between the online Hispanic community and the Mass-
Mutual brand. By using OYE! insights on a monthly basis as
part of their overall strategy, MassMutual has grown their en-
gagement with the Hispanic community compared to 2014.
Efforts that have driven high awareness throughout the year
as reported by OYE! data include the launch of their Spanish
website in March as well as their partnership with ALPFA in
July. As of August 2015, MassMutual has experienced an
upward trend in Hispanic online mentions with total conver-
sation increasing month over month. Inspiring as well, are
OYE!’s findings that positive sentiment has increased consis-
tently for MassMutual, up to 60% in July of 2015. Overall,
the Hispanic community has responded very well to Mass-
Mutual’s continued efforts and the brand has achieved un-
der 1% negative sentiment every month since measurement
began in January 2014.
Other valuable insights MassMutual learned through the
data included:
• The financial service industry’s top 5 brands that de-
livered over 75% of share of voice among the US
Hispanics in 2014 were New York Life, State Farm,
Allstate, MetLife and Farmers.
• Brands that appeared in the top 5 had dedicated
campaigns directed at Hispanics such as Ritmo De
Cambio from State Farm.
• Hispanics tended to use Spanish more frequently
when they generated their own social media con-
tent than when responding to content published by
brands or influencers in English.
• Conversation spiked throughout the year around
Hispanic Awareness Month and during campaigns
designed to deliver Hispanic engagement such as
partners with local causes and non-profits.
• The 35-44 age group was the highest engaged
group in the financial services industry. Although,
male conversation was more prevalent at 56%, it
was noted that in younger age groups, Hispanic
women are more heavily engaged in the conversa-
tion.
MassMutual
CHAPTER 3

D A T O S A Z 2 0 1 5
89
CASE STUDYCONSUMER
BEHAVIOR
SECTION I CHAPTER 3
PhotosCourtesyofOye!
www.thenativa.com
www.linkedin.com/in/ediaz33
MassMutual’s progress in the last three months in
increasing Hispanic conversation.
MassMutual above mentioning their activation with
partner, ALPFA and their 2015 convention with
Spanish postings.
Through online listening, OYE! was able to identify
agency superstars such as MassMutual South Texas
in their post above supporting the Latina Leadership
Institute through the San Antonio Hispanic Chamber
of Commerce.
MassMutual was able to drive Bilingual language
for the month of July through their partnership with
ALPFA.
For more information,
contact Eric Diaz, Nativa
Multicultural Communications
Co-owner and Co-Founder of
OYE! Business Intelligence at
602-277-0224
MassMutual Case Study

D A T O S A Z 2 0 1 5
236
CHAPTER 8 EDUCATIONSECTION II
CONSUMER
DEMOGRAPHICS
Hispanic Education Insights
ABOUT OYE!
OYE! is a tool designed to bring a deeper understanding of
the Hispanic consumer to brands through analysis of social
conversation. OYE! not only identifies U.S. Hispanic conver-
sation, but also analyzes the discussion based in Spanish,
English or Spanglish. OYE! then derives meaning from that
conversation to deliver insights on overall Hispanic use of
social media as well as insights into Hispanic demograph-
ics and psychographics.
DATA GATHERED
OYE! is a social data analysis tool. Samples of conversa-
tion on Twitter, Facebook and Instagram are pulled accord-
ing to the privacy and security settings on those platforms.
The data reviewed is both independently generated user
content as well as comments about and replies to brand/
organization content. A large sample size of data is pulled
from the full universe of data available to provide statisti-
cally relevant samples of the conversation.
IDENTIFYING HISPANICS
While the use of the Spanish language in social media is
a significant indicator that someone may be Hispanic, it is
not the only identifier. Other factors are leveraged to iden-
tify Hispanics: name, images, location, following (who they
follow as well as who follows them) all contribute to clas-
sifying a social profile as Hispanic. OYE! has created a
proprietary technology to analyze and weight these factors
to determine the likelihood the creator of a given piece of
content is Hispanic.
CONFIDENTIALITY
OYE! leverages data that is available publicly either via
purchase from 3rd party vendors and/or directly from the
social platforms. OYE! does not violate any individual user’s
privacy at the time of data collection. All conclusions about
any individual’s race, gender, language preferences, etc. is
kept secure and is not shared with any 3rd party or client.
SAMPLE SIZE
This report covers over 3,000 verified Hispanic conversa-
tions about the topic of education stemming from Arizona
(mentions of Arizona colleges and universities) and the
Southwest (AZ, CA, CO, NM, NV, TX, and UT). A sample
of 500 general market conversations were analyzed as
well to provide comparisons between ethnicity. All data
was pulled between June 15th
–and July 15th
of 2015.
SUMMARY
Latinos express themselves primarily in English (95% of edu-
cation posts) but it is not hard to see their Latino heritage
through their ability to switch back and forth between Eng-
lish and Spanish showing off their Hispanic roots. The most
popular topic found on this report was Graduation, likely
due to the time span in which the data was analyzed. The
topics of Major selection as well as Studying were the next
most discussed.
Instagram was the tool of choice for Hispanics on social
media, with 89% of all mentions coming from this channel.
Topics such as Graduation and Studying were quite popu-
lar on this forum while choice of Major was a topic most
often found on Twitter.
ALL FINDINGS
1. The top 3 universities mentioned by Arizona His-
panics were ASU (38%), UOP (16%) and UA (14%)
with over 68% of the total conversation volume.
2. The topic of Graduation was the most discussed
among Hispanics with 74% of all mentions and
drove 59% positive sentiment. Non-Hispanics
drew 70% positive sentiment for the same topic.
Hispanics were found to be congratulating their
family member or friend 78% of the time and ex-
pressed how thankful they were themselves to be
graduating 17% of the time. Non-Hispanics how-
ever congratulated their friends/family 36% of the
time and 48% were thankful for their own gradua-
tion in their post.
3. Of the remaining topics not including Graduation,
47% of all Hispanic conversation in the Southwest
pertained to Majors, with Engineering being the
most discussed. Engineering mentions owned
54% of all Majors conversation. By contrast, only
28% of the general market conversation mentioned
Majors, the largest driver being mentions of a
Management degree (55%).

D A T O S A Z 2 0 1 5
237
CONSUMER
DEMOGRAPHICS
Hispanic Education Insights
4. Specifically looking at Arizona mentions of ASU,
Hispanic conversation about Majors was over
18% of total conversation. This compared to Non-
Hispanics who mentioned Majors 17% of the time.
Both were driven by mentions of the Communica-
tions degree.
5. Hispanic education conversations in the Southwest
region were mostly found to be in English, dominat-
ing 95% of the total conversation. It was interest-
ing to note that 4% of all mentions were Bilingual,
meaning there was at least 1 word found in both
Spanish and English in each post. The remaining
1% of education mentions were in Spanish. Arizo-
na specifically had 93% conversation in English,
4% Bilingual and 2% in Spanish.
6. The top schools that drove Anticipation, or excite-
ment for attending a certain school, among the Ari-
zona Hispanic community were ASU with 52%, UA
with 24% and 14% for UOP. Non-Hispanic men-
tions of top schools that drove Anticipation men-
tions were UA and NAU with 31% each, UOP with
23%, and 15% for ASU.
Example posts: https://twitter.com/Rodrick-
kJAbeyta/statuses/610921040835772416
https://twitter.com/B_raddeBorde/status-
es/617157999912722432
7. Overall, Hispanic conversation in the Southwest
had very little negative sentiment (3%), compared
to 12% for Non-Hispanics. Specific to Arizona,
ASU had 30% positive conversation with mentions
of school experiences like joining Greek life and
anticipation to attend the school. UOP drove the
highest Hispanic negative sentiment with 47% and
ASU delivered 11% negative sentiment, both most-
ly influenced by mentions of negatives stereotypes
the schools are associated with respectively. With
Non-Hispanics, a similar trend occurred with UOP
generating 47% negative mentions, and 7% nega-
tive for ASU.
8. It was found that 5% of UA’s total conversation
included mentions of UA creating a center for
Mexican Studies in collaboration with The National
Autonomous University of Mexico. There were no
mentions of this topic from the general market.
9. Of Arizona conversation, Harvard was the top
school mentioned outside of Arizona powered by
an individual on Instagram posting multiple pic-
tures showing his pride in attending the Ivy League
school. https://instagram.com/p/4fn952ARse/
10. A popular topic for Hispanics in the Southwest was
mentions of transferring from a college to a univer-
sity. 4% of all conversation (not counting gradua-
tion) pertained to Transfers which was nearly identi-
cal to general market mentions for the same topic.
The top school for Hispanic transfer discussion was
ASU (56%) while NAU was the most mentioned in
the general market sample with over 90%.
11. The majority of Southwest Hispanic conversation
came from Instagram with 89% of total volume
from this channel. Driving mentions were Gradu-
ation pictures (82% of Instagram). Twitter was the
second leading channel with 8% of all mentions,
led by discussion of Majors (24%). Finally, 3% of
volume were Facebook postings driven by sharing
Articles (24%) related to universities.
12. Bilingual mentions in the Southwest were mostly
powered by Graduations, with that topic driving
89% of all Spanglish posts. These mentions most
often contained an English statement, followed by
numerous hashtags of which several were written
in Spanish such as: #graduacion or #orgullo. Ex-
ample: https://instagram.com/p/463F2Nho_N/
13. For Hispanics in the Southwest, out of the top 10
posts with over 300 Likes, 9 of them pertained to
Graduation. Only one discussed another topic,
which was Studying.
Graduation: https://instagram.com/
p/4CYCKIvGR0/
Studying: https://instagram.com/p/3-gvCdytVH/
14. Student Loans made up just 2% of the total South-
west Hispanic conversation (not counting Gradu-
ation), 15% of that being positive sentiment in-
fluenced by mentions by users of paying off their
loans. Non-Hispanics mentioned Student Loans
slightly more often with 3% of the total conversa-
tion, 13% of that being positive sentiment mention-
ing current news articles.
15. Hispanics in the Southwest were found to snap pho-
tos to show off their study habits. Of these mentions,
5% of the time they were studying for exams. 10%
of those mentions were Bilingual with hashtags such
as #educatedlatina or #mujerconpoder. https://
instagram.com/p/5KWpH0QHap/

D A T O S A Z 2 0 1 5
238
CONSUMER
DEMOGRAPHICS
Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 3,500 social media mentions sample. Data derived from verified Hispanic conversations
from Arizona (mentions of Arizona colleges and universities) and the Southwest (AZ, CA, CO, NM, NV, TX, and UT).
Arizona State University
Top 5 Drivers - Arizona Hispanics
17.24%
13.79%
8.28% 8.28%
6.21%
Majors Transfers Articles Experience Scholarships
32%
17%
13%
10%
8%
Articles Majors Admissions Jobs Profiles
Top 5 Drivers – General Market
Arizona State University Hispanics Top Conversation Driver Was About Majors At 17%, In Comparison To The General Market Top
Conversation Driver Which Was About News Articles at 32%
Arizona State University Hispanics Top Conversation
Driver Was About Majors At 17%, In Comparison
To The General Market Top Conversation Driver Which
Was About News Articles at 32%
Top 5 Universities Mentioned by Arizona Hispanics
38.1%
15.7%
14.4%
7.3%
7.1%
17.3%
University of Phoenix
University of Arizona
Northern Arizona University
Thunderbird
Other
Arizona State University Was The Highest Mentioned University In Social Media By Arizona Hispanics
TOP 5 UNIVERSITIES MENTIONED BY ARIZONA HISPANICS
Arizona State University Was The Highest
Mentioned University In Social Media
By Arizona Hispanics
Arizona State University Top 5
Drivers - Arizona Hispanics
Top 5 Drivers – General Market
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
239
CONSUMER
DEMOGRAPHICS
Language Used In The Southwest Region By Hispanics To Discuss Education
94.8%
3.7% 1.6%
English Spanglish Spanish
%, Hispanic Education Conversations In The Southwest Region Were Found To Be In English
LANGUAGE USED IN THE SOUTHWEST REGION
BY HISPANICS TO DISCUSS EDUCATION
49.4%
18.6%
7.3% 5.8% 4.0%
Engineering Biology Business Accounting Communications
and Media
55.1%
8.8%
4.4% 4.4% 3.7%
Management Communications Law American Indian
Studies
Business
Major Top 5 Drivers
– Southwest Hispanics
Major Top 5 Drivers
– Southwest General Market
Engineering Was The Most Discussed Major By Hispanics In The Southwest, While Management Was The Most
Discussed Major By The General Market
Engineering Was The Most Discussed
Major By Hispanics In The Southwest, While
Management Was The Most Discussed
Major By The General Market
At
Hispanic
Education
Conversations
In The Southwest
Region Were Found
To Be In English
95%
Major Top 5 Drivers
– Southwest Hispanic
Major Top 5 Drivers
– Southwest General Market
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
240
CONSUMER
DEMOGRAPHICS
Top Schools That Drove Anticipation In Arizona
52.4%
23.8%
14.3%
4.8%
15.4%
30.8%
23.1%
30.8%
University of Arizona
University of Phoenix
Northern Arizona University
Hispanic General Market
Over Half Of Arizona Hispanics University Anticipation Was Driven By Arizona State University, In
Comparison To The General Market at 15%
TOP SCHOOLS THAT DROVE ANTICIPATION IN ARIZONA
Over Half Of Arizona Hispanics University Anticipation
Was Driven By Arizona State University,
In Comparison To The General Market at 15%
93.5%
4.3%
2.2%
Arizona Hispanics Specifically Had 93% Of Education Related Conversations In English
Language Used In Arizona By Hispanics To Discuss Education
LANGUAGE USED IN ARIZONA BY HISPANICS
TO DISCUSS EDUCATION
Arizona Hispanics
Specifically Had
Of Education
Related Conversations
In English
93%
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
241
CONSUMER
DEMOGRAPHICS
Mentions In The Southwest Were Mostly Powered By Graduation, With That Topic Driving
89% Of All Spanglish Posts
89.08%
7.56%
2.52% 0.84%
Graduation Studying
Bilingual Mentions in the Southwest RegionsBILINGUAL MENTIONS IN THE SOUTHWEST REGION
Overall, Hispanic Conversation In The Southwest Had Very Little Negative Sentiment (3%), Compared
To 12% For Non-Hispanics
50.7%
46.3%
3.0%
44.9% 43.6%
11.5%
Positive Neutral Negative
Sentiment About Higher Education In The Southwest Region
SENTIMENT ABOUT HIGHER EDUCATION IN THE SOUTHWEST REGION
Overall, Hispanic Conversation In The Southwest
Had Very Little Negative Sentiment (3%),
Compared To 12% For Non-Hispanics
89%
Bilingual Mentions
In The Southwest Were
Mostly Powered By
Graduation, With
That Topic Driving
Of All Spanglish Posts
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
242
CONSUMER
DEMOGRAPHICS
Student Loans Sentiment in the Southwest Region
76.92%
15.38%
7.69%
86.7%
13.3%
Neutral Positive Negative
Southwest Region Hispanics Had A 15% Positive Sentiment About Student Loans, In Comparison To 13% Of
The General Market
STUDENT LOANS SENTIMENT IN THE SOUTHWEST REGION
Southwest Region Hispanics Had A 15% Positive
Sentiment About Student Loans, In Comparison
To 13% Of The General Market
10% of Studying Mentions In Social Media By Hispanics In The Southwest Region Were In Spanglish
84.9%
10.5%
4.7%
Language Used by Hispanics in the Southwest Region Mentioning Studying
LANGUAGE USED BY HISPANICS IN THE SOUTHWEST
REGION MENTIONING STUDYING
10%
of Studying Mentions
In Social Media
By Hispanics In The
Southwest Region
Were In Spanglish
Courtesy of
Courtesy of
0%

D A T O S A Z 2 0 1 5
243
CONSUMER
DEMOGRAPHICS
Graduation – Congratulating Their Family Member Of Friend And Thankful For Own Graduation
77.8%
16.9%
48.5%
36.4%
Congratulations
Thankful
Hispanics Congratulated Their Friends/Family 78% Of The Time, While Non-Hispanics Congratulated Their Friends/Family 36%
Of The Time
GRADUATION – CONGRATULATING THEIR FAMILY MEMBER OR FRIEND
AND THANKFUL FOR OWN GRADUATION
Hispanics Congratulated Their Friends/Family 78%
Of The Time, While Non-Hispanics Congratulated Their
Friends/Family 36% Of The Time
Graduation Sentiment
58.8%
39.7%
1.5%
69.7%
27.3%
3.0%
Positive Neutral Negative
Graduation Was The Most Discussed Topic Among Hispanics With 74% Of All Mentions And Drove 59% Positive Sentiment, While Non-
Hispanics Drew 70% Positive Sentiment For The Same Topic
GRADUATION SENTIMENT
Graduation Was The Most Discussed Topic Among Hispanics
With 74% Of All Mentions And Drove 59% Positive Sentiment,
While Non-Hispanics Drew 70% Positive Sentiment For The Same Topic
Courtesy of
Courtesy of

D A T O S A Z 2 0 1 5
244
CONSUMER
DEMOGRAPHICS
MEDIA CHANNELS USED BY HISPANICS
IN THE SOUTHWEST REGION
The Majority
Of Southwest
Hispanic Education
Conversations
Came From Instagram
With 89% Of Total
Volume From
This Channel
Courtesy of
Media Channels Used By Hispanics In The Southwest Region
3.1%
88.7%
8.2%
Facebook Instagram Twitter
The Majority Of Southwest Hispanic Education Conversations Came From Instagram With 89% Of Total Volum
Channel

DATOS 2015
Effective 09/11/15
THE ARIZONA HISPANIC CHAMBER OF COMMERCE
LOS AMIGOS PARTNERS
P L A T I N O
O R O
P L A T A
B R O N C E

2015 DATOS AZ OYE! Intelligence Education & Entertainment Report

2015 DATOS AZ OYE! Intelligence Education & Entertainment Report

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie 2015 DATOS AZ OYE! Intelligence Education & Entertainment Report

Ähnlich wie 2015 DATOS AZ OYE! Intelligence Education & Entertainment Report (20)

Mehr von OYE! Intelligence

Mehr von OYE! Intelligence (6)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

2015 DATOS AZ OYE! Intelligence Education & Entertainment Report