Datos AZ15 Book by ARIZONA HISPANIC CHAMBER OF COMMERCE

2015

PRESENTING SPONSOR

THEIR BUSINESS IS YOUR BUSINESS. Free insights from local entrepreneurs. What’s good for business in the Valley is good for all of us. That’s why SRP has partnered with local organizations to bring you timely, relevant information to help you manage your company. The SRP Business Resource Center offers free tools and information to help you take your business to the next level. Hear success stories from local companies like Hispanic owned Great Impact, El Sol Foods, Fairy Tale Brownies, Park&Co, Nello’s Pizza and many more or share your own story. Make it your business to explore this free service today at srpbizresource.com.

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WELCOME TO DATOS 2015

“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

The Growing Economic Influence Of Arizona Latinos 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 impressive, 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 Shootout. 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,

Gonzalo A.

de la

Melena, Jr.

Yolanda France

President & CEO Arizona Hispanic Chamber of Commerce

DATO S

Director, Customer Contact Operations Salt River Project (SRP) AZHCC Board of Directors

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REACH ARIZONA

HISPANICS ANYTIME. ANYWHERE.

TV, Radio, Digital, and Social. All under one roof.

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ACKNOWLEDGEMENTS 2015 DATOS 2015 CONTENT COMMITTEE (Listed in alphabetical order of Company/Organization)

Christina Tellez

Victor Holland

Jorge Luna

Kenny Farrell

Laura Fullington

Anel Mercado

Alana Chavez Langdon

Luis R. Soto

AAA ARIZONA

GEOSCAPE

ARIZONA DIAMONDBACKS

Dr. Alfredo G.

de los

Santos, Jr.

MARICOPA ASSOCIATION OF GOVERNMENTS

Andrea Whitsett

Ruth Soberanes

ASU, SEIDMAN RESEARCH INSTITUTE

NORTH AMERICAN RESEARCH PARTNERSHIP

Dr. Bert Valencia

ASU, THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT AZHCC

REPUBLIC MEDIA

AZHCC

Yolanda France

Monica S. Villalobos

SALT RIVER PROJECT (SRP)

AZHCC

Dr. Raquel Gutierrez

Catherin Vargas

ST. LUKE’S HEALTH INITIATIVES

BLUE CROSS BLUE SHIELD OF ARIZONA BLUE CROSS BLUE SHIELD OF ARIZONA

Marjorie DeRubeis

COLLEGE SUCCESS ARIZONA

Edyta Koscielniak

COX COMMUNICATIONS

PHOENIX INTERNATIONAL RACEWAY

Michele Valdovinos

James E. Garcia

Dr. Maria R. Chavira THE ROMAN CATHOLIC DIOCESE OF PHOENIX

Jaime Boyd

STUDENT TEAM

RESEARCH PROFESSOR

Dr. Loui Olivas STUDENT RESEARCHERS

Adriana Grado

Graduated, Spring 2015

Gilberto Lopez

Graduated, Spring 2015

Deidre Zuniga

Graduated, Spring 2015

Carolina Aguirre Management Major

Felipe Corral Marketing Major

Axel Martinez

UNIVISION

Business Communications Major

Kevin Norgaard UNIVISION

Flor Uribe

Accounting Major

PRODUCTION TEAM

TERMINOLOGY AND RESEARCH

Monica S. Villalobos Editor

Carmen G. Martínez Creative Director

James E. Garcia Associate Editor

Miguel Angel Lopez Gonzalez Research Analyst

K aren Murphy Copy Editor/Proofreader

Aurelio Herrera Intern, Research

Lisa Martinez Lopez Intern, Executive Services

Eric R ascon Intern, Business Development

DATO S

ARIZONA STATE UNIVERSITY

Director

Greg Fresquez

Melena, Jr.

Marla Bauer

Glenn Iwata

MARICOPA COUNTY COMMUNITY COLLEGE DISTRICT

Melissa Gamez

VANTAGE WEST CREDIT UNION WESTGROUP RESEARCH

Kerry Mitchell

ASU, MORRISON SCHOOL FOR PUBLIC POLICY

de la

VALLEY OF THE SUN UNITED WAY

MACERICH

ARIZONA MINORITY EDUCATION POLICY ANALYSIS CENTER

Gonzalo A.

VALLEY METRO

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In DATOS 2015, the terms Hispanic and Latino are used synonymously, as are Native American and American Indian and African-American and black. White, NonHispanic 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 definitions and assumptions used to produce them.

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Se muestra el modelo F SPORT. 1. Afirmación basada en la potencia media de la línea Lexus IS del año con respecto a línea Lexus IS del 2016. 2. Clasificaciones logradas utilizando gasolina premium sin plomo con un octanaje de 91 o superior. Si no se utiliza combustible premium, el rendimiento disminuirá. 3. Las cifras de rendimiento son únicamente para la comparación y se obtuvieron con vehículos de prototipo por conductores profesionales utilizando equipos y procedimientos de seguridad especial. No lo intente. 4. Afirmación basada en los 6.6 segundos de tiempo de 0 a 60 del Lexus IS 200t del 2016 con respecto a los 7.7 segundos de 0 a 60 del Lexus IS 250 del 2015. 5. Comparación del modelo base con 255 caballos de fuerza del Lexus IS 300 AWD del 2016 con respecto a los 204 caballos de fuerza del Lexus IS 250 AWD del 2015. ©2015 Lexus.

Llamadas a México. Gratis. Requiere un plan que caliﬁque.

Roaming en México. Gratis.

Larga distancia ilimitada a México desde EE.UU.

Cuando visitas México, 1GB de datos, 500 minutos & 500 textos.

Unlimited calls and texts to Mexico from the U.S.

1 GB of data, 500 minutes, and 500 texts while you visit Mexico.

Incluye Ilamadas a telefonos ﬁjos y moviles.

On qualiﬁed plans. Including calls to landlines and mobile phones.

Requiere un plan que caliﬁque.

Exceso de uso: $20 por cada GB, 5¢ por cada mensaje, 5¢ por cada minuto.

500 minutes to U.S. numbers and to local numbers while in Mexico and Canada. 4G LTE, where available. Overage $20/GB, 5¢/msg, 5¢/min.

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TABLE OF CONTENTS CHAPTER

HIGHLIGHTS

PAGE

1 2 3 4 5 6

SECTION I: CONSUMER BEHAVIOR

PURCHASING POWER CONSUMER TECHNOLOGY LANGUAGE & MEDIA HEALTH BUSINESS & WORKFORCE

9 29 73 91 107 135

SECTION II: CONSUMER DEMOGRAPHICS

7 8 9 10 11

SECTION III: SEGMENTATION

POPULATION EDUCATION HOUSING IMMIGRATION TRADE WITH MEXICO

12 MILLENNIALS 13 MAINSTREAMING 14 MESSAGING

303 334 340

349

RESOURCES

NOTE: This is a comprehensive compilation of secondary research made available to the AZHCC from various sources. It is either public information or used with permission from those sources.

DATO S

171 196 253 263 285

For more information or any questions, please contact the Arizona Hispanic Chamber of Commerce (AZHCC) at info@azhcc.com or 602-279-1800.

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“If we can design our universities to produce master learners who are more dedicated to the breadth and betterment of our society, and to the overall health of our democracy, we will have a major impact on the outcome of humanity.” — ASU President Michael Crow

Since 2000:

193%

Increase in Hispanic enrollment

28.5%

asu.edu

228%

Increase in Hispanic bachelor’s degrees

196%

Increase in Hispanic graduate degrees

Increase in minority tenured/tenure-track faculty. More than UCLA, Washington, UT, Ohio State and Penn State.

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DATOS 2015 HIGHLIGHTS

• Hispanic purchasing power in Arizona is an estimated $40.3 billion in 2015. (Earlier estimates indicated that it would reach $50 billion this year but were revised downward by the University of Georgia’s Selig Center for Economic Growth based on the state’s economic crash and a dramatic drop in net immigration to the state, particularly between Arizona and Mexico.) • Hispanic purchasing power nationwide is an estimated $1.5 trillion in 2015, roughly equivalent to the GDP of Australia. • There are more than 55 million Hispanics in the United States, 17 percent of the country’s population. • There are nearly 2.1 million Hispanics in Arizona, 30.3 percent of the total population. • The Hispanic population in Arizona tripled between 1990 and 2015 and is predicted to reach majority status by the end of the next generation. • The number of Hispanic-owned businesses soared 70 percent from 52,667 to 89,673 between 2007 and 2012. Based on the compounded growth trend for that period, there are now estimated to be more than 123,000 Hispanic-owned firms in Arizona. • The number of businesses owned by Hispanic women in Arizona more than doubled between 2007 and 2012 from 19,367 to 41,843. Based on the compounded growth trend for that period, women now own 54 percent of Hispanic-owned businesses in Arizona. • Hispanic children are now a majority of K-8 students and will be a majority of all school children in Arizona by 2020. • A Hispanic baby is born in the United States every 1.68 minutes. • The median age in Arizona is 25 for Latinos and 45 for non-minorities. • 92.7 percent of Hispanic children in the United States are U.S. citizens. • Phoenix Hispanics spent nearly $1 billion on health care in 2012. • The percentage of U.S. Hispanics without health insurance dropped from 41 percent to 34 percent between 2013 and 2014. • The United States now has 55 million Spanish speakers, more than any country in the world except Mexico. Eight million people in the United States are studying Spanish. • In 2015, trade between Arizona and Mexico reached $16 billion in 2014. • Between 2005 and 2010, 1.4 million Mexicans moved to the United States. During that same period, 1.4 million Mexicans moved from the United States to Mexico. • In 2014, U.S. Census figures show that, of the more than 1.2 million new immigrants to the United States in 2013 (documented or undocumented), China (147,000) and India (129,000) led Mexico (125,000).

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PURCHASING POWER

“DATOS has been an exceptional resource in helping us build the foundation for our Hispanic market outreach, and we will continue to turn to this valuable tool as we expand our efforts to better serve this important and growing segment.” —Robert D. Ramirez, President/CEO, Vantage West Credit Union

Selig Research Revises Downward Hispanic Purchasing Power Figures In Arizona The growth of Latino consumer purchasing power in Arizona

Daily spending, on average, was higher among Hispanics

slowed between 2010 and 2014, due to the effects of the

than whites and other minorities in the United States, accord-

recession and a drop in the state’s immigrant population,

ing to a 2014 Gallup survey. Gallup found Hispanic adults

according to revised estimates from the Selig Center for

spent $96, while U.S. adults overall spent an average of $90

Economic Growth at the University of Georgia.

per day. One reason for the higher daily spending by Hispanics may involve the fact that they tend to have more children.

The Selig Center had previously predicted that Hispanic purchasing power in Arizona would grow 48 percent from 2010

“Half of Hispanics report having children younger than 18,”

to 2015 and reach $50 billion. But in its June 2014 report,

Gallup reported, “compared with 29% of whites, 39% of

Selig revised its calculations downward and now puts Hispan-

blacks and 36% of Asians. Previously, Gallup has found that

ic purchasing power in Arizona at about $40.3 billion, while

having children is associated with higher daily spending.”

estimating growth of 28 percent between 2014 and 2019.

In Phoenix, the average Hispanic household income grew 14 percent from 2009 to 2014 to $56,709, according to IHS

Nationally, Hispanic purchasing power is expected to reach

Global Insight’s Hispanic Market Monitor. In Tucson, the aver-

$1.5 trillion this year, roughly equivalent to the economy of Australia in 2015.

age Hispanic household income was $54,072.

Arizona Hispanics are 30 percent of the state’s population

Total consumer spending by Hispanic households in Phoenix is expected to more than double from $23.5 billion in 2014 to

and account for 16.7 percent of total purchasing power in

nearly $52 billion by 2024.

the state. In only three states, Hispanic account for a larger proportion of total spending power: New Mexico (32 per-

Hispanics in Phoenix are driving spending growth in a wide

cent), Texas (22 percent) and California (19 percent). Hispan-

range of categories, including medical services, automobile

ics make up 10 percent of total consumer purchasing power

purchases, food, recreational services, furniture and house-

nationwide, Seelig reports.

hold equipment and clothing.

Purchasing power among Hispanics nationwide is forecast to

In a 2014 survey by Prudential Research of the top five

grow 32 percent from 2014 to 2019, or about 12 percent high-

financial priorities among U.S. Hispanics, survey respon-

er than the purchasing power of Non-Hispanics. In Arizona,

dents said they were most interested in saving for retirement,

during that same period, the growth in buying power among

reducing debt, building an emergency savings fund, saving

Hispanics is expected to increase by 28.2 percent, while

for their children’s education and protecting their existing

non-Hispanic buying power will grow 23.6 percent.

investments.

DATO S

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Hispanic Purchasing Power Is Expected To Reach 1.5 Trillion U.S. Dollars In 2015. That Figure Is Expected to Increase to 1.7 Trillion U.S. U.S.Hispanics HispanicsAccounted AccountedFor ForNearly Nearly 10% 10% Of OfThe TheNational NationalU.S. U.S.Buying BuyingPower PowerInIn2014 2014 In 2017. Buying BuyingPower Powerby byRace Raceand andHispanic Hispanic Origin, Origin,United UnitedStates, States,2014 2014 (billions (billionsofofdollars) dollars)

Source: Statista, 2015. www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/

$168.3 $769.5 $168.3 U.S. $769.5 Hispanics Accounted For Nearly 10% Of The National U.S. Buying Power In 2014 $1,117.4 $1,117.4 $100.1 $100.1

$1,251 $1,251

U.S. Hispanics Accounted For Nearly 10% Of The National U.S. Buying Power In 2014

Buying Power by Race and Hispanic Origin, United States, 2014 BUYING POWER BY RACE AND HISPANIC ORIGIN, UNITED STATES, 2014 (billions of dollars) (BILLIONS OF DOLLARS)

$100.1

$769.5

$168.3

$1,251

$1,117.4

$11,660 $11,660

$10,755.5 $10,755.5 $11,660

$10,755.5

White White

Black Black

American American Indian Indian Asian Asian Two Twoor orMore More White Black American Indian Asian Two or More

Hispanic

Hispanic Hispanic

Non-Hispanic

Non-Hispanic Non-Hispanic

Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.

Source: Source:Selig SeligCenter CenterforforEconomic EconomicGrowth, Growth,Terry TerryCollege CollegeofofBusiness, Business,The TheUniversity UniversityofofGeorgia, Georgia, June June2014. 2014.

U.S. Hispanics And Asians Are Projected To Drive The Largest Growth Of Buying Power For Single Minorities U.S. Hispanics And Asians Are Projected To Drive The Largest Growth Of Buying Power For Single Minorities

Change in Buying Power, by Race Hispanic Origin, States, 2014-2019 PROJECTED CHANGE INProjected BUYING POWER, BYandRACE ANDUnited HISPANIC ORIGIN, UNITED STATES 2014-2019

37% 32%

29% 21%

Total

20%

White

32%

23%

Black

20%

American Indian

Asian

Multiracial

Hispanic

Non-Hispanic

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U.S. Hispanic Projected Percentage Change In Buying Power Is Nearly 12% Higher Than Non-Hispanics U.S. Hispanic Projected Percentage Change In Buying Power Is Nearly 12% Higher Than Non-Hispanics

PROJECTED PERCENTAGE CHANGE IN BUYING POWER FOR U.S. Projected Percentage Change in Buying Power for U.S., 2014-2019 2014-2019 32.1%

21.3%

20.2%

Total

Non-Hispanic

Hispanic

Source: Selig Center for EconomicSource: Growth, Terry College of Business, The University of Georgia, June 2014. Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.

Latinas Are Economic Decision Makers With 19.3 Million Latina Shoppers In The U.S., They Command The Bulk Of The $1.2 Trillion In Hispanic Purchasing Power--A Number That Is Estimated To Climb To $1.7 Trillion By 2017. Source: Latin Post, Young, Passionate and Tech-Savvy Latina Shoppers Command Bulk of $1 Trillion in Latino Buying Power, 2014 www.latinpost.com/articles/27098/20141224/the-significance-of-latina-shopping-trends-19-3-million-latina-shoppers-command-the-bulk-of-the-1-trillion-in-hispanic-purchasing-power.htm

Latinas Are The Primary Or Joint Decision Maker In Every Household Category Latinas Are The Primary Or Joint Decision Maker In Every Household Category Latina Perceived Decision-Making By Gender

LATINA PERCEIVED DECISION-MAKING BY GENDER Food

67%

Beverages Clothes Home Electronics

66%

Insurance Social Activities

4% 34%

50%

38%

0% 17%

50%

30%

12%

48%

Pharmaceuticals Family Finances

41%

33%

Personal Electronics Auto/Transport

33%

55%

22%

59%

38%

41%

50%

38%

50%

45%

Primarily Latinas

11% 52%

Both Latino Genders

Primarily Latino Males

Source: Nielsen Women of Tomorrow Report, 2011. Source: Nielsen Women of Tomorrow Report, 2011. http://www.fronterasdesk.org/sites/default/files/field/docs/2013/08/Nielsen_Latina_Report_2013_.pdf www.fronterasdesk.org/sites/default/files/field/docs/2013/08/Nielsen_Latina_Report_2013_.pdf

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The Arizona Hispanic Share Of Buying Power Continues To Outpace The National U.S. Hispanic Share of Buying Power The Arizona Hispanic Share Of Buying Power Continues To Outpace The National U.S. Hispanic Share of Buying Power

Percent Hispanic Share of BuyingOF Power, for U.S. and Arizona - 2000,2010,2014, and 2019 PERCENT HISPANIC SHARE BUYING POWER, FOR U.S. AND ARIZONA 2000, 2010, 2014, AND 2019

17.2%

16.7%

16.1% 12.4%

10.5%

9.7%

9.0% 6.7%

2000

2010

2014

United States

2019

Arizona

The Projected Percentage Change Of Arizona Hispanic’ Buying Power Is Almost 5% Higher Than Non-Hispanics The Projected Percentage Change Of Arizona Hispanic’s Buying Power Is Almost 5% Higher Than Non-Hispanics Projected PercentageIN Change in Total, Hispanic, andAND Non-Hispanic Buying Power for Arizona, 2014-2019 PROJECTED PERCENTAGE CHANGE TOTAL, HISPANIC, NON-HISPANIC BUYING POWER FOR ARIZONA 2014-2019

28.2%

24.4% 23.6%

Total

Non-Hispanic

Hispanic

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In 2014, Arizona Was The 4th Most Concentrated Hispanic Buying Power Market HISPANIC SHARE OF TOTAL BUYING POWER

RANKED STATE

32.4% 22.0% 19.6% 16.7% 16.6% 15.4% 10.6% 10.3% 10.2% 8.7%

1. NEW MEXICO 2. TEXAS 3. CALIFORNIA 4. ARIZONA 5. FLORIDA 6. NEVADA 7. COLORADO 8. NEW JERSEY 9. NEW YORK 10. ILLINOIS Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014.

From 2014 To 2019 Arizona’s Hispanic From 2014 To 2019 Arizona’s HIsispanic Purchasing Power rojected To By Grow B28% y 28% Purchasing Power Projected ToIs PGrow Buying Power By Race/Ethnicity 1990-‐2019 (Billions of dollars) BUYING POWER BY RACE/ETHNICITY –1990-2019 (BILLIONS OF DOLLARS)

18% Increase

60 50 40 30

172% Increase

20 10

49.2 38.3

32.4

14.7

11.7

8.3 5.8

6.6 5.1

2.5

13.0

9.2

7.2

5.4 0.7

120% Increase

28% Increase

7.0

1990

2000

2010

2014

Hispanic

5.4

14.7

32.4

38.3

49.2

Asian

0.7

2.5

7.2

9.2

13.0

Black

1.2

2.9

6.6

8.3

11.7

American Indian

1.1

2.5

5.1

5.8

7.0

Hispanic

Asian

Black

American Indian

Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2014. Source: S elig Center for Economic Growth, Terry College of Business, The University of Georgia, J une 2014.

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2019

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From 2010 To 2014 Arizona Hispanic Buying Power Increased By 18%, And Is Projected From 2010 To 2014 Arizona Hispanic Buying Power Increased By 18%, And Is Projected To Increase By 28% In 2019 To Increase 28% 2014 And 2019 HispanicBetween Buying Power in Arizona (millions of dollars)

HISPANIC BUYING POWER IN ARIZONA (MILLIONS OF DOLLARS)

49,160 38,344 32,363

14,720 5,387 1990

2000

2010

2014

2019

Top 5 Hispanic Financial Priorities Are Consistent With The Rest Of The Population —Except That Hispanics Are More Concerned With Funding Children’s Education Than Protecting Investments HISPANIC

GENERAL POPULATION

1. Saving For Retirement

53%

62%

2. Reducing Debt

52%

50%

3. Building An Emergency Savings Account

42%

41%

4. Funding Education For Children/Grandchildren

31%

18%

5. Protecting Existing Investments And Savings

25%

47%

Source: Prudential Research, 2014 www.dropbox.com/home/DATOS%202015/DATOS%20AZ%202015/II.%20Consumer%20Behavior/1.%20Purchasing%20Power?preview=The+Hispanic+American+Financial+Experience.pdf

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U.S.-born Hispanic Consumers Are More Likely To Make Purchases Using Smartphones (42%) Than Foreign-born Hispanics (34%)

U.S. Born Hispanic Consumers Are More Likely To Make Purchases Using Smartphones (42%) Than Foreign Born Hispanics (34%) Percent U.S. and Foreign Born Hispanic That Engage In The Following Shopping Activities Via Table/Smartphones

PERCENT U.S.- AND FOREIGN-BORN HISPANIC THAT ENGAGE IN THE FOLLOWING SHOPPING ACTIVITIES VIA TABLET/SMARTPHONES 75

60 44

63 64 54

62 42

Reading A Purchasing New Item on Review Mobile

Using A Store Locator

Using A Coupon

42 25

Researching Checking An Item Price

Reading A Purchasing New Item On Review Mobile

Using A Coupon

U.S. Born

Foreign Born Tablet

65 65

44 34

Researching Checking An Item Price

Using A Store Locator

Tablet

Smartphone

Source: Nielsen Mobile Insights Q1 2014 www.nielsen.com/us/en/insights/news/2014/engaging-the-evolving-hispanic-consumers.html Source: Nielsen Mobile Insights Q1 2014 http://www.nielsen.com/us/en/insights/news/2014/engaging-the-evolving-hispanic-consumers.html

Hispanic And Asian Households Will Outspend Non-Hispanics Over The Remainder Of Their Lives Hispanic And Asian Households Will Outspend Non-Hispanics Over The Remainder Of Their Lives Cumulative Life Spending, by Race/Ethnicity Consumer spending potential exists for the remaining life of an average US household CUMULATIVE LIFE that SPENDING, BY RACE/ETHNICITY

CONSUMER SPENDING POTENTIAL THAT EXISTS FOR THE REMAINING LIFE OF AN AVERAGE US HOUSEHOLD $2,400,112 $1,971,498 $1,569,005 $1,347,123

Asian

Hispanic

Non-Hispanic

Source: Geoscape American Marketscape DataStream, April 2013

Black

Source: Geoscape American Marketscape DataStream, April 2013 http://www.marketingcharts.com/topics/demographics/asian-and-hispanic-households-will-outspend-whites-over-the-remainder-of-their-lives-28440/attachment/geoscape-cumulative-life-spending-by-race-ethnicity-apr2013/ www.marketingcharts.com/topics/demographics/asian-and-hispanic-households-will-outspend-whites-over-the-remainder-of-their-lives-28440/attachment/geoscape-cumulative-life-spending-by-raceethnicity-apr2013/

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Hispanics Spend More Per Day Than Non-Hispanics And The U.S. Average AVERAGE DAILY SPENDING

$96 $95 $88 $87 $90

Hispanics Asians Non-Hispanic Whites Non-Hispanic Blacks All U.S. Adults Source: Gallup Daily Tracking, January-November 2014 www.gallup.com/poll/180002/hispanics-daily-spending-above-average.aspx

Average Daily Consumer Spending Affected By Having Children Under 18 % HAVE CHILDREN UNDER 18

AVG DAILY SPENDING, THOSE WITHOUT CHILDREN UNDER 18

AVG DAILY SPENDING, THOSE WITH CHILDREN UNDER 18

50% 36%

$76 $82

$116 $119

29% 39% 33%

$79 $72 $79

$108 $111 $111

Hispanics Asians Non-Hispanic Whites Non-Hispanic Blacks All U.S. Adults Source: Gallup Daily Tracking, January-November 2014 www.gallup.com/poll/180002/hispanics-daily-spending-above-average.aspx

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The Average Hispanic Household Income in Phoenix Grew By 14% From 2009-2014

$57K

Average Hispanic Household Income

2014

# OF HOUSEHOLDS

AVERAGE HH INCOME

PHOENIX

415,000

$56,709

Source: IHS Global Insight Hispanic Market Monitor 2015, Average HH income, Phoenix DMA Courtesy of

The Phoenix Hispanic Average Household Income Is Projected To Increase By 23% In 2019 The Phoenix Hispanic Average Household Income Is Projected To Increase By 23% In 2019 Phoenix Hispanic Average Household Income

PHOENIX HISPANIC AVERAGE HOUSEHOLD INCOME $69,878

2019

$56,709

2014

Source: IHS Global Insight, Hispanic Market Monitor, 2015, Phoenix DMA Courtesy of

Courtesy of (Univision Logo)

Phoenix Hispanic Consumer Spending Is Projected To Continue To Rise

Source: IHS Global Insight, Hispanic Market Monitor, 2015, Phoenix DMA

Phoenix Hispanic Consumer Spending Is Projected To Continue To Rise Phoenix Hispanic Consumer Spending Projections: 2014-2024 ($ in Billions)

PHOENIX HISPANIC CONSUMER SPENDING PROJECTIONS: 2014-2024 ($ IN BILLIONS) $51.8 $35.8

+120%

Hispanic Growth

$23.5

+78%

Total Growth 2014

2019

2024

Source: Source: IHS Global Insight 2015 Hispanic Market Monitor Forecast, Phoenix DMA Courtesy of

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(Univision Logo)

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Phoenix Hispanic Spending Is Driving Demand Across Major Industries Phoenix Hispanic Spending Is Driving Demand Across Major Industries Phoenix Consumer Spending: 2014-2019, % Growth Forecast

PHOENIX CONSUMER SPENDING: 2014-2019, % GROWTH FORECAST MEDICAL SERVICES

+80%

MOTOR VEH. & PARTS

TRANSPORT. SERVICES

+64%

+60%

+43%

FOOD & BEVERAGE

+54%

+29%

+22% -3%

RECREATIONAL GOODS

FURNITURE & HH EQUIP.

APPAREL & SHOES

+53%

+50%

+44%

+18%

+34%

+36%

Non-Hispanic

Hispanic Source: IHS Global Insights 2015 Consumer Spending Forecast (2014-2019), Phoenix DMA

Courtesy of (Univision Logo)

Source: IHS Global Insights 2015 Consumer Spending Forecast (2014-2019), Phoenix DMA

$1.3 Billion

Courtesy of

• Spent By Phoenix Hispanics On Clothing & Footwear In 2014 • 26% Of Spending In Phoenix

Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA

Hispanics In Phoenix Tend To Spend More On Clothing And Footwear Than Non-Hispanics Hispanics In Phoenix Tend To Spend More In Clothing And Footwear Than Non-Hispanics Amount Spent Per Household on Clothing & Footwear in 2014

AMOUNT SPENT PER HOUSEHOLD ON CLOTHING & FOOTWEAR IN 2014 Mens BoysClothing Clothing Mens && Boys

$848

$618

+37%

More Spending

Women GirlsClothing Clothing Womens & &Girls

Children under 2

Children underClothing 2 Clothing

$1,140 $186 $114

Footwear Footwear

+63%

More Spending $423

Hispanic

$1,302

$693

+14%

More Spending

+64%

More Spending

Non-Hispanic

Source: IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending: Clothing & Footwear Courtesy of

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Courtesy of (Univision Logo)

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Top Malls & Shopping Centers RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN THE PAST 3 MONTHS MALL/SHOPPING CENTER

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Arizona Mills Desert Sky Mall Arrowhead Towne Center Tempe Marketplace Other shopping center or area Metrocenter Christown Spectrum Mall Chandler Fashion Center Tanger Outlets Phoenix/Glendale Superstition Springs Center Westgate City Center Scottsdale Fashion Square Fiesta Mall Arizona Center Outlets at Anthem

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #10 #12 #13 #14 #15

33.3% 26.7% 17.3% 16.6% 16.0% 15.0% 13.8% 13.7% 11.7% 11.6% 11.6% 9.9% 9.5% 9.4% 8.8%

#4 #31 #2 #6 #2 #12 #13 #4 #14 #7 #18 #6 #15 #32 #11

16.7% 2.5% 16.8% 15.7% 16.8% 8.3% 7.0% 16.1% 6.9% 13.5% 4.9% 14.4% 6.8% 1.8% 8.3%

Source: Hispanic Scarborough 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Base: Adults 18+. Courtesy of

Top Department Stores In Phoenix RANKED BY PERCENTAGE OF HISPANICS WHO VISITED IN THE PAST 3 MONTHS DEPARTMENT STORES

HISPANIC RANK

% OF HISPANICS

NON-HISPANIC RANK

% OF NON-HISPANIC

Walmart Fry’s - Fry’s Marketplace Target Ross Dress For Less 99 Cents Only Store Dollar Tree Amazon Goodwill Costco Kmart Family Dollar Sam’s Club Big Lots Kohl’s Dollar General

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15

85.2% 67.9% 49.6% 49.1% 48.6% 40.8% 38.5% 36.6% 35.5% 28.8% 28.6% 27.7% 27.6% 25.7% 24.6%

#1 #2 #3 #10 #7 #8 #5 #9 #4 #18 #16 #14 #12 #6 #17

77.7% 65.2% 49.4% 26.2% 34.5% 32.5% 42.5% 26.7% 45.6% 14.6% 16.3% 21.1% 22.5% 35.0% 15.7%

Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of

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20% Of Hispanics Are “True Foodies” Simmons Experian definition of “true foodies” segmentation: Passionate about food and spend a lot of time cooking at home. They prefer to buy organic food, want their ingredients fresh and buy environmentally friendly products. True Foodies tend to eat a variety of food, love to experiment with different cuisines and at the same time have adopted a healthy eating lifestyle. They have the most culinary expertise and have a love relationship with food.”

“I prefer food that is presented as an art form”.

Hispanics are +14% more likely than Non-Hispanics

Hispanics are +9% more likely than Non-Hispanics

Hispanics are +15% more likely than NonHispanics

“I especially look for organic or natural foods”.

“I’m usually first among my friends to try new food products”.

“I try to eat gourmet food whenever I can”.

“The kitchen is the most important room in my home”.

Hispanics are +24% more likely than Non-Hispanics

Source: Simmons NHCS, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Adults 18+ Index compares % of Hispanics who agree vs. Total population

Courtesy of

Kids Are A Latina’s Focus, Even When Shopping “ANY AGREE” AMONG WOMEN 18+

Kids Are Latina’s Focus, Even When Shopping “Any Agree” Among Women 18+

I find it hard to resist my children’s requests for non-essential purchases.

I enjoy shopping with my children 38%

My kids have significant impact on brands I choose

31% 27% 21%

24%

19%

Hispanic

Non-Hispanic

Hispanic

Non-Hispanic

Hispanic

Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017

Courtesy of Courtesy of (Univision Logo)

Source: Simmons NHCS,, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Women 18+

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Latina Moms Now Is The Time to Grab Their Attention! PERCENT HISPANIC MOMS WHO AGREE

Remember advertised products when shopping

Feel respected when a company advertises in Spanish

% %

Source: Simmons NHCS, Winter 2015 (Feb 2014 – Mar 2015); Base: U.S. Women 18+ who are parents Courtesy of

$2.3 Billion

• Spent by Phoenix Hispanics on “Food at Home” in 2014 • 22% of all “Food at Home” spending in Phoenix

Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017

Phoenix Hispanic Households Spent 10% Courtesy of More Than NonHispanics On Groceries In 2014 AVERAGE AMOUNT HOUSEHOLD SPENT ON GROCERIES IN 2014

Average Amount Household Spent on Groceries in 2014

Phoenix Hispanic Households Spent 10% More Than Non-Hispanics On Groceries In 2014

$5,641

$5,145

Hispanic

Non-Hispanic

Source: Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Total consumer dollars spending : Food at Home

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Courtesy of

Courtesy of (Univision Logo)

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Hispanic Share of Consumer Spending: Phoenix Hispanic Share of Consumer Spending: Phoenix Food at Home

$2.3 Billion

or 22.2% of the Total

Pork

$91 Million

Non-Alcoholic Beverages

$267 Million

Cereals

Bakery Products

$146 Million

Beef

$237 Million

or 22.3% of the Total

or 23.1% of the Total

or 20.1% of the Total

Poultry & Eggs

Fish & Seafood

Dairy Products

$239 Million

$46 Million

$211 Million

$143 Million

or 26.7% of the Total

Fresh Fruits & Vegetables

$295 Million

or 24.3% of the Total

or 27.6% of the Total

or 25.1% of the Total

or 22.0% of the Total

or 24.2% of the Total

Processed Fruits & Vegetables

Sugar and Sweets

Fats and Oils

Other Food Products

Alcoholic Bev. at Home

$84 Million

or 22.4% of the Total

$106 Million

or 18.3% of the Total

$54 Million

$422 Million

or 23.5% of the Total

or 19.1% of the Total

$306 Million

or 17.2% of the Total

Source: Global Insight - 2015 Hispanic DMATotal Totalconsumer consumerdollars dollars spending: Food at Home Source: Global Insight - 2015 HispanicMarket MarketMonitor, Monitor, Phoenix Phoenix DMA spending : Food at Home

Courtesy of (Univision Logo)

Courtesy of

Top Grocery Stores in Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT SHOPPED FROM EACH GROCERY STORE IN THE LAST 7 DAYS HISPANIC RANK #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20

FOOD PRODUCTS USED LAST 7 DAYS

% OF HISPANIC

Fry’s - Fry’s Marketplace Walmart Supercenter Food City Walmart Neighborhood Market Costco Safeway Sam’s Club Pro’s Ranch Market El Super Target/SuperTarget Sprouts Albertsons Bashas’ Other grocery store Other Hispanic grocery store WinCo Foods Trader Joe’s Whole Foods Market Smart & Final Fresh & Easy

% OF NON-HISPANICS

68.5% 47.3% 43.9% 26.7% 25.6% 23.6% 19.4% 18.0% 16.0% 14.8% 13.0% 10.9% 9.1% 7.3% 6.5% 6.3% 5.4% 4.6% 3.8% 3.6%

66.9% 51.0% 10.2% 14.4% 30.5% 36.4% 12.8% 2.6% 0.4% 18.6% 21.4% 19.6% 21.5% 10.5% 0.3% 9.6% 9.2% 4.3% 3.1% 3.8%

Source: Hispanic Scarborough, 2015 Release 1 (Feb 2014 – Jan 2015), Phoenix, Adults 18+ Courtesy of

DATO S

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HISPANIC INDEX (VS. TOTAL) 102 94 238 154 88 71 134 283 378 84 67 62 49 75 351 72 65 105 118 96

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Top Food Products In Phoenix RANKED BY PERCENTAGE OF HISPANIC ADULTS 18+ THAT USED FOOD PRODUCTS IN THE LAST 7 DAYS HISPANIC RANK

FOOD PRODUCTS USED LAST 7 DAYS

% OF HISPANIC

% OF NON-HISPANICS

HISPANIC INDEX (VS. TOTAL)

Fresh Meat

72.6%

70.8%

102

Tortillas

66.4%

39.0%

145

Packaged Meat

57.1%

60.9%

Coffee

55.2%

62.7%

Ice Cream And Frozen Novelties

53.4%

54.0%

Ready-To-Eat Cereal

51.6%

48.9%

104

Candy

50.7%

47.9%

104

Yogurt (Not Frozen)

40.0%

44.9%

Pretzels, Chips, Popcorn

39.5%

52.3%

#10

Soup (Canned Or Dry Mix)

39.2%

39.0%

100

#11

Nuts

38.3%

44.8%

#12

Salsa

37.9%

41.8%

#13

Any Store Brand Food

31.8%

34.6%

#14

Prepared Foods

31.1%

26.6%

112

#15

Frozen Pizza

25.3%

25.8%

Source: Hispanic Scarborough, 2015 Release 1 (Feb 2014 – Jan 2015), Phoenix, Adults 18+ Courtesy of

The Average Hispanic Household Income In Tucson Grew By 12% From 2009-2014

$54K

Average Hispanic Household Income

2014

# OF HOUSEHOLDS

AVERAGE HH INCOME

TUCSON

139,000

$54,072

For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!

Source: IHS Global Insight Hispanic Market Monitor 2015, Average HH income, Tucson DMA Courtesy of

DATO S

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Phoenix, AZ

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Located at Skyline Drive and Campbell Avenue, La Encantada is an open-air lifestyle center nestled in the foothills of Tucson. Offering a unique mix of national, regional and local retailers, many which are the first and only locations in the Tucson market – Anthropologie, Apple, Tiffany, Michael Kors, Kate Spade, Crate & Barrel, Pottery Barn, Williams-Sonoma - the center caters to the Tucson resident, seasonal visitor and neighboring Mexican national market.

the Mexican National has within the Tucson community and strives to be the shopping destination for these visitors as well as their local friends and family. In order to garner awareness in the targeted market, La Encantada launched a partnership with the Tucson Mexico Trade Office (TMTO). Through this partnership, La Encantada regularly participates in trade shows and fashion events in Sonoran cities including Hermosillo, Ciudad Obregon, San Carlos, Sinaloa, and Los Mochis, showcasing the center’s retail brands, dining options and unique shopping experiences.

La Encantada means “the enchanted” in Spanish, a name intended to capture the experience people have when they visit the center, as well as the unique outdoor environment, authentic architecture and village-like setting.

This direct connection to the Mexican National – across the border and in the community – has positioned La Encantada as an essential shopping destination, resulting in notable sales successes at the property.

With close proximity to the U.S./Mexico border, La Encantada has long recognized the strong connection

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Photos Courtesy of La Encantada

T H E

Ad Name:Teamwork General Item #:PCS2012xxxx Order #: 275805

Closing Date:8/1/15 QC: cs Pub: AZ Hispanic

Trim:7.75x10 Bleed: none Live:7.25x9.5

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“As a business that serves more than 3 million customer relationships in Arizona, the information provided by DATOS gives Cox a valuable tool that keeps us better connected to the Hispanic consumer, which helps us to better serve our customers in the way they want to do business with us. Additionally, having access to this research, helps Cox continue to provide services and products that are the most valuable to this growing market.” —John Wolfe, Senior Vice President & General Manager, Southwest region, Cox Communications

Hispanics Now A Bigger And Fast-Evolving Segment Of Every Major Product Category One of the biggest challenges for retailers is knowing not only what people are buying today, but what they might want to purchase months or even years down the road. Predicting buyers’ tastes and needs means retailers have to know and understand their customer base.

hold as compared to $3,700 for non-Hispanic households, according to a 2015 Hispanic Market Monitor survey. And while 45 percent of Hispanic households in Phoenix eat out at Mexican food restaurants, almost as many (44 percent) said they dine out on Chinese food. Pizza restaurants are the next highest category at 30 percent.

In Arizona and nationwide, that customer base is dramatically changing.

Phoenix Hispanics are a growing segment of the new car sales market, growing at a rate three times faster than the general market and accounting for $249.2 million in new automobile purchases, or 17 percent of all spending in the first quarter of 2015 alone. Hispanics are also a big part of the used car sales market. In 2014, Hispanics shoppers spent $386 million on used cars, or 23 percent of all used car sales in Phoenix.

Consider that in the past 25 years, the Latino population in Arizona has nearly tripled to about 30 percent of the total population. Between now and 2050, 86 percent of population growth in the United States will be attributed to Hispanics. And U.S. Census figures show that by 2060, about one-third of the U.S. population will be Hispanic and there will be no majority population group.

In the entertainment arena, Hispanics love going to the movies, casinos, theme parks and big name sports.

Even within Hispanic households, cultural and demographic dynamics are shifting. Over the past decade, Hispanic households overall have become more bilingual in nature. That is to say, fewer Hispanics are speaking only English or only Spanish. In the meantime, more Hispanics and Non-Hispanics alike are taking Spanish-language classes, and the U.S. now has 55 million Spanish speakers, the largest number in the world except for Mexico.

In Phoenix in 2014, nearly one of every four movie tickets, about $49 million worth, was sold to Hispanics, a Hispanic Market Monitor survey found. Hispanic moviegoers were 66 percent more likely than Non-Hispanics to see a movie on opening weekend and 41 percent are more likely to go to the movies four times a month. A Phoenix Hispanic Scarborough survey also found that nearly 400,000 Hispanics said they visited a casino in the previous 12 months and nearly one-third of Hispanic adults with children under 18 visited a theme park in 2014.

Hispanic shoppers, meanwhile, are a fast-growing segment of virtually every major product market. Nationally, for instance, Hispanics, per capita, outpace NonHispanics in the purchase of the top 15 categories of package goods, such as soft drinks, candy, milk, beer, wine, dog food and coffee, according to a 2015 Nielsen survey.

Hispanic men, perhaps to no great surprise, are big professional sports fans. A Hispanic Scarborough survey earlier this year found 86 percent of respondents are interested in professional football, 50 percent enjoy baseball and 50 percent enjoy basketball.

In Phoenix, Hispanics spent $1.5 billion on food outside of the home in 2014, an average of about $4,100 per house-

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By 2060, Half Of All Americans By 2060, Half Of All Americans Will Be Multicultural! Share of Consumers Hispanics vs. White Non-Hispanic Will Be Multicultural! SHARE OF CONSUMERS HISPANICS VS. WHITE NON-HISPANIC

1970

83%

2018

60%

5% 1970

2060

19%

2018

White (Non-Hisp)

Hispanic (All races)

1970 2 in 10 Americans are multicultural

2 In 10 AMERICANS ARE MULTICULTURAL

2018 1 in 3 Americans are multicultural

1 In 3

AMERICANS ARE MULTICULTURAL

2060 1 in 2 Americans are multicultural

1 In 2

AMERICANS ARE MULTICULTURAL

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.

By 2020, U.S. Hispanics Will Account For 54% Of The Population Growth And 86% By 2050 Share in Growth in Population by Hispanics By 2020, U.S. Hispanics Will AccountSHARE For 53%IN Of GROWTH The Population Growth And 86%BY By 2050 IN POPULATION HISPANICS 100% 90% 80% 70% 60%

86%

85%

2050

2060

79% 64% 54%

50% 40% 30% 20% 10% 0%

2020

2030

2040

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.

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Hispanics Live In Larger Households! Hispanics Live In Larger Households!

HOUSEHOLD SIZE Household Size

3.53

3.5

2.98

2.5

2.54

2.4

1.5

0.5

Non-Hispanic White

African American

Asian

Hispanic

Source: “Beyond Multicultural Purchasing Power: Multicultural Super Consumers.” Nielsen, Nielsen. February 2015. Source: “Beyond Purchasing Power: Super Consumers,” February 2015.

Homes That Speak Both English And Spanish Are Growing The Most Language Distribution among Hispanic Households

“Homes That Speak Both English And Spanish Are Growing The Most”

LANGUAGE DISTRIBUTION AMONG HISPANIC HOUSEHOLDS 120%

100%

18%

22% 80%

60%

25%

27%

12% 40%

20%

10%

23% 9%

35%

19% 0%

2002-2003

Spanish English Equally

Only Spanish

2012-2013

Only English

Mostly Spanish

Source: “Beyond Purchasing Multicultural Consumers,” February 2015. February 2015. Source: “Beyond Power: Purchasing Power:Super Multicultural SuperNielsen, Consumers.” Nielsen.

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Advertising In Spanish Resonates With Hispanic Consumers Hispanics Like Ads

Hispanics Recall Commercials In English As Well As Non-Hispanics

More When Viewed In Spanish

Ads Including Spanish Speaking Talent Perform Better % LIFT

BRAND RECALL

+27%

MESSAGE RECALL

+33%

LIKEABILITY

+21%

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.

The Young Urban Hispanic Is, And Will Be, The Trendsetter For America For Many Years To Come! HISPANIC POP (000’S)

% OF HISPANIC TOTAL POP

HISPANIC POP 21-34

% HISP 21-34 OF TOTAL 21-34

RANK

MARKET

LOS ANGELES

8,507

48%

2,871

55%

NEW YORK

4,435

21%

1,475

38%

MIAMI-FT LAUDERDALE

2,152

49%

619

54%

HOUSTON

2,064

35%

729

60%

CHICAGO

1,973

20%

700

37%

DALLAS-FT WORTH

1,758

26%

653

46%

S.FRAN./OAKLAND/SJ

1,712

24%

591

44%

PHOENIX

1,378

27%

509

53%

SAN ANTONIO

1,259

55%

402

57%

HARLINGEN/MCALLEN

1,153

97%

359

90%

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.

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Hispanics Have The Highest Purchasing Power Compared To Other Minorities Hispanics Have Purchasing The Highest Purchasing Power To Other Minorities Hispanics Have The Highest Power Compared To Compared Other Minorities Purchasing by (Trillions) Ethnic Group (Trillions) PurchasingPOWER Power by Ethnic Group PURCHASING BYPower ETHNIC GROUP (TRILLIONS) 1.8

1.8

1.6

1.4

1.2

0.8

0.6

0.4

0.316 0.4

0.2 0

0.21

0.2 0.115 0

1990

Multicultural Purchasing Power MULTICULTURAL PURCHASING POWER Multicultural Purchasing Power

1.6

1.2

1 0.962

1 0.951

0.951 0.601

$2.5tn $2.5tn

0.962

0.713

0.713 0.599

0.599 0.491

0.316 0.491 0.21

1.3

0.601

$3.2tn $3.2tn

0.274

0.274 0.115

1990 2000

2000 2010

2010 2013

2013 2018

African American Hispanic Hispanic African American Asian

2018

2010

Asian

2010

2018

African American Hispanic Hispanic African American Asian

Asian

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015. Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.Nielsen. February 2015.

Hispanics Are 5x More Likely To Have An Individual Debit Card And 38x More Likely To Have A Prepaid Card Hispanics Are 5x More Likely To Have An Individual Debit Card And 38x More To Have A Prepaid Card Financial Products Owned by Hispanics

FINANCIAL PRODUCTS OWNED BY HISPANICS 80%

160

138

70% 60% 50%

120

107

105 86

40%

100

30%

20%

10% 0%

140

70%

63%

57%

43%

41%

38%

31%

24%

22%

Individual Checking Account

Individual Debit Card

Individual Credit Card

Store Card

Joint Checking Account

Loyalty Card

Joint Account Debit Card

Joint Credit Card

Prepaid Card

% of Hispanic Ownership of Financial Products

Index vs. Total

Source: “Nielsen ShareLite,” of Wallet Lite.” Nielsen. March 2015 Source: “Nielsen Share of Wallet Nielsen, March 2015.

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Overall, Credit Card Ownership Is Lower Than The Total U.S. Share. However, Higher Income Hispanics AreIs Lower More Likely To Higher Have Credit Cards Overall, Credit Card Ownership Than The Total U.S. Share. However, Income Hispanics Are More Likely To Have Credit Cards Individual Credit Card Ownership

INDIVIDUAL CREDIT CARD OWNERSHIP Hispanic

Total

82%

$150,000+

$100,000-149,999

75%

$100,000-149,999

$50,000-99,999

74%

$50,000-99,999

59%

<$50,000

64%

Female

69%

Male

83% 71% 52% 50% 64%

Male

66%

Total

90%

$150,000+

57%

Total

“Nielsen Wallet Lite.” March Nielsen. March 2015 Source:Source: “Nielsen Share ofShare WalletofLite,” Nielsen, 2015.

Hispanics Are More Likely To Use Cash/Check Or Are Debit And Debit LessCardHispanics Likely To Use Credit Cards As Their Hispanics More Likely Card ToWhen Use Cash/Check And LessAre Likely Use Credit As Their Preferred Method Of Making FoodOrPurchases, EvenToMore ReliantCards On Cash Or Checks Payment For All Purchases Payment Used Most Often – All– Purchases Payment Used Most Often Food Purchases Preferred Method Of Payment For All Purchases PAYMENT USED MOST OFTEN – ALL PURCHASES

2% 7%

35% 31%

3% 7% 28% 26%

19% 16%

34% 39% Cash/Check Cash/Check

Total Total

Hispanic Hispanic

37% 35%

44% 38%

Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015.

Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015 Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015

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DebitCard Card Debit CreditCard Card Credit Other Other

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When Making Food Purchases, Hispanics Are Even More Reliant On Cash Or Checks Payment Used Most Often – Food Purchases When Making Food Purchases, Hispanics Are Even More Reliant On Cash Or Checks Payment Used Most Often – Food Purchases PAYMENT USED MOST OFTEN – FOOD PURCHASES

When Making 7% Food Purchases, Hispanics Are Even 31% More Reliant On Total Cash Or Checks

7% 7% 28%

28%

16%

39% 39%

16%

Cash/Check

31%

Cash/Check

Debit Card

Hispanic

Total

Debit Card Credit Card

Hispanic

Other Credit

Other

38%

35%

38%

35%

Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015

Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015.

Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015

Hispanic Volume Growth Outpaces Non-Hispanic In Top 15 Customer Packaged Goods Hispanic Volume Growth Outpaces Non-Hispanic In Top 15 Customer Packaged Goods Top 15 CPG Category Performance

TOP 15 CPG CATEGORY PERFORMANCE

18.0%

13.5% 13.0%

11.4%

10.4%

12.9% 8.8%

8.0%

3.4% 3.0%

7.9%

9.4%

8.1%

9.0% 6.7%

2.0% 2.6%

1.9%

3.4% 3.4%

2.1%

1.1%

1.2% 1.7%

-0.5%

Salty Snacks

-1.1%

-2.7%

-3.7% -7.0%

3.5%

0.6%

-2.0%

Soft Drinks Cheese

Vegetables Candy

Milk

Beer

Bread

Traditional Frozen Tobacco Entrees

Non-Hispanic

6.2%

5.5%

4.5%

Fruit

Wine

-5.7%

Dog Food RTE Cereal

Coffee

Hispanic

Source: “Beyond Purchasing Power: Multicultural Super Consumers,” Nielsen, February 2015.

Hispanics’ Spending On Consumer Packaged Goods Is Above Average

Hispanic Spending On Consumer Packaged Goods Is Above Average Average Spend per Visit on Consumer Packaged Goods

Source: “Beyond Purchasing Power: Multicultural Super Consumers.” Nielsen. February 2015.

AVERAGE SPENT PER VISIT ON CONSUMER PACKAGED GOODS $90 $80 $70

$81

$71 $51

$60 $50

$47

$39

$40

$32

$30

$43 $30

$37

$26

$20 $10 $0

Food

Adult Beverages

Household Products

Hispanic

Health and Beauty Aids

Total

Source: “Nielsen Share of Wallet Lite,” Nielsen, March 2015. Source: “Nielsen Share of Wallet Lite.” Nielsen. March 2015

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Over-the-counter Medications

Card

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CUSTOMER SUCCESS STORY

Turbana Takes a Fresh Approach to Multicultural Retail with Geoscape Geoscape Intelligence System’s RetailTarget module helped educate Turbana’s retail community to grow a core product line

The Business Issue

Challenge: When Tropicals Go North Turbana is a leading producer, marketer and distributor of high quality tropical fruits and vegetables, with a mission to provide healthy tropical foods that transform people’s lives. As a grower-owned company founded in 1970, Turbana is one of the main importers of bananas, plantains and pineapples to the United States, available in hundreds of stores nationwide. Turbana also produces a growing line of packaged products, including plantain chips (otherwise known as mariquitas) along with other healthy snacks. However, the U.S. fruit and vegetable industry is occupied by several large multinational competitors. To differentiate their produce and attract new retail partners, Turbana introduced a new line of tropical fruits and vegetables, called Turbana Tropicals, to give their retailers an opportunity to attract a new type of consumer. Turbana realized that the success behind its new product line would come from America’s New Mainstream populations, especially the U.S. Hispanic and Asian communities. These populations often over index in the fresh produce category because they are shown to consume more fruits and vegetables, cook from scratch more often and either has larger average households (Hispanics) or greater spending power (Asians) than the general population. By selling new produce that caters to Hispanic and Asian heritage and tradition, Turbana was helping their community of retailers have a more appealing line of products within arm’s reach of their multicultural base of consumers. While Turbana understood the opportunity that tropicals posed to many multicultural groups throughout the United States, many of its local retailers did not. “Our retailers understood that these populations are growing, but they do not understand what these groups are looking for,” said Marion Tabard, marketing director for Turbana. “When it comes to many of our products, they were literally clueless. With limited time and knowledge, produce managers have too much on their plate. To them, tropical produce is another headache, not an opportunity.”

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In a highly competitive North American produce market, Turbana wanted to gain a competitive advantage by capitalizing on the growing consumption of tropical produce. Yet many of these products were unknown to Turbana’s community of retailers, despite demand from a variety of ethnic groups surrounding their stores. To understand a complex demographic picture, Turbana needed to demonstrate the demand for these foods, including which products are especially relevant to each ethnicity, how they are used and when they are especially popular.

The Solution By equipping their retailers with a greater understanding of the surrounding multicultural population, Geoscape helped Turbana’s retail community to understand the sophisticated demographic makeup of each store’s trade area. These powerful insights helped Turbana grow its produce line by 300 percent, by helping its customers understand their products’ need and value.

Business Benefits • Increases sales volumes by targeting products at relevant local demographics • Refines and streamlines inventory • Improves retailer relationships by assisting in understanding the makeup of their customers

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Growing Sales with Demographic Data To help retailers find the hidden opportunity, Tabard’s team introduced a broader educational campaign to demonstrate the revenue that tropicals can bring to their stores. At the heart of the education strategy was Geoscape, who was able to demonstrate the sophisticated ethnic breakdown for all of Turbana’s retail partner locations. Specifically, Geoscape’s RetailTarget module allowed produce managers to see the exact ethnic demographic breakdown around their store trade area, then carry the right assortment of tropical produce accordingly. In densely populated states such as New Jersey, for example, one store may have a large number of Mexican Americans, while another store a few miles away may be predominantly Puerto Rican. Each ethnic group uses different fruits and vegetables on different occasions, for distinct dishes, making the need for precise demographic breakdowns essential. “We show our retailers the potential of these markets around their stores, and Geoscape’s relevant data makes this opportunity possible,” said Tabard.

“ To us, multicultural means that a high degree of customization is necessary. Geoscape was a natural fit for us, providing us the customization and data that’s of real value to our retailers.”

Geoscape’s micro-local mapping data is embedded directly into a mobile app that Turbana created for its retail community, which includes a “demographics” tab where retailers can see the exact ethnic breakdown of their store. Depending on the ethnic mix, retailers can stock their shelves accordingly. Turbana takes the education process one step further, with detailed pages about each product’s usage and characteristics, including potential holidays where certain ethnic groups consume larger amounts of select produce. “To us, multicultural means that a high degree of customization is necessary,” said Tabard. “Geoscape was a natural fit for us, providing us the customization and data that’s of real value to our retailers.” As Turbana increased its use of Geoscape, it found the technology helpful in launching additional products. By identifying a consumer type that would be interested in smaller, crownless pineapples for example, Turbana was able to target the exact stores with large populations of relevant households for its pilot program. The end result was a thriving new product line, as Turbana’s tropicals business grew by over 300 percent in 2014. As Turbana continues to grow its tropical presence with retail partners, one retailer increased sales 30 percent in under six months. Turbana is delivering quality produce and bringing a fresh approach to multicultural retail through powerful consumer insights from Geoscape’s high-quality data.

About Geoscape Geoscape is an innovator of business intelligence and a provider of data-rich systems, research and analytic services. The Geoscape Intelligence System, an online analytics platform, delivers the most accurate data on an increasingly diverse American and international marketplace. Take a FREE TEST DRIVE of GIS at www.geoscape.com/testdrive to capitalize on the tremendous growth of the New Mainstream of culturally-diverse consumers.

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P. 1(888)211-9353 E. info@geoscape.com URL. www.geoscape.com

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$1.7

Billion Spent by Phoenix Hispanics on “Food Away from Home” in 2014

Of Spending In Phoenix IHS Global Insight - 2015 Hispanic Market Monitor, Phoenix DMA Courtesy of

“Food Away from Home” Amount Spent per Household Phoenix Hispanics Spend More On Eating Out in 2014

Phoenix Hispanics Spend More On Eating Out

“FOOD AWAY FROM HOME” AMOUNT SPENT PER HOUSEHOLD IN 2014

$3,728

Non-Hispanic

$4,113

Hispanic

$3,500

$3,600

$3,700

$3,800

$3,900

$4,000

IHS Global Insight - 2015 Hispanic Market Monitor IHS Globaldollars Insight spending: - 2015 Hispanic Market Monitor Total consumer Quick Service Restaurants

$4,100

$4,200

Courtesy of Courtesy of

Total consumer dollars spending : Quick Service Restaurants

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Hispanics Enjoy A Variety Of Menu Choices Hispanic Enjoy A Variety Of Menu Choices

Restaurant types visited in the past 30 days by Phoenix Hispanics

RESTAURANT TYPES VISITED IN THE PAST 30 DAYS BY PHOENIX HISPANICS Any upscale restaurant

Any other Asian restaurant

Any Italian restaurant

Any coffeehouse/coffee bar

11%

Any seafood restaurant

12%

Any ice cream/yogurt shop

12% 13%

Any steakhouse

30%

Any pizza restaurant

44%

Any Chinese restaurant

45%

Any Mexican restaurant

Hispanic Hispanic Scarborough, 2015 Release (Feb 2014 - JanHispanic 2015), Hispanic Adults Hispanic Scarborough, 2015 Release 11 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA 18+, Phoenix DMA *Index compares Hispanics the total *Index compares Hispanics vs.vs.the totalmarket market

Courtesy of

Hispanic Diners Are Most Likely To Visit Sit-Down Restaurants For Dinner Hispanic Diners Are Most Likely To Visit Sit-Down Restaurants For Dinner Types of meals at sit-down restaurants in the past 30 days

TYPES OF MEALS AT SIT-DOWN RESTAURANTS IN THE PAST 30 DAYS 61%

60%

40% 31% 23%

25%

Breakfast

Lunch

Hispanic

Dinner

Non-Hispanic

Hispanic 2015 Release 1 (Feb 2014 - Jan- 2015), AdultsAdults 18+, Phoenix DMA DMA HispanicScarborough, Scarborough, 2015 Release 1 (Feb 2014 Jan 2015), 18+, Phoenix

Courtesy of

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Phoenix Hispanics Over Index On 10 Of The Top 15 Casual Dining Restaurants PROJECTED CHANGE IN BUYING POWER, BY RACE AND HISPANIC ORIGIN, UNITED STATES, 2013-2018

Courtesy of

RANK

SIT-DOWN RESTAURANTS VISITED FOR ANY MEAL

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

#1 #2 #3 #4 #5 #6 #7 #7 #9 #10 #11 #12 #13 #14 #15

Denny’s Olive Garden IHOP Applebee’s Golden Corral Red Lobster Chili’s Outback Steakhouse Cracker Barrel The Cheesecake Factory Macayo’s Oregano’s Pizza Bistro Garcia’s LongHorn Steakhouse Sizzler

18.4% 14.4% 13.6% 12.0% 11.2% 8.2% 7.9% 5.4% 5.3% 4.9% 4.5% 4.4% 4.2% 4.2% 3.6%

15.5% 15.4% 9.9% 9.8% 7.6% 9.4% 9.9% 5.9% 7.0% 4.8% 2.3% 3.9% 2.3% 2.0% 1.3%

113 95 126 116 133 91 85 93 81 101 158 110 151 163 197

Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA

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E N I L A N E R D . A Y H L I G U M ENO E FA

L O H W E H T R O

dly n e i r f y l i o fam SCAR w t h t i w NA ush Feel the r at PIR: The 2015 he 2016 t s weekend i-Final race and om 500. Sem pingWorld.c A S T . Cam ILL GO F ATS W ng GOOD SE ure tickets by calli E Sec -RAC 866-408 [7223]

NOV. 12-15, 2015 15-PIR-1181_AZHCC_Print_Ad_R03.indd 1

MAR. 11-13, 2016*

DATES ARE TENTATIVE AND SUBJECT TO THE 2016 NASCAR SCHEDULE, WHICH HAS NOT YET BEEN RELEASED.

8/7/15 4:50 PM

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Big Spending Power At Quick Serve Restaurants (QSRs) In 2014!

25%

Phoenix Hispanics Spent

of Phoenix Spending

$1.05 Billion On QSR

IHS Global Insight - 2015 Hispanic Market Monitor Courtesy of

Hispanics Spent Nearly $600 More Amount Spent per Household at QSR in 2014 Than Non-Hispanics at QSRs in 2014

Hispanics Spent Nearly $600 More Than Non-Hispanics at QSRs in 2014

AMOUNT SPENT PER HOUSEHOLD AT QSR IN 2014

$1,932 Phoenix

$2,525

Non-Hispanic

Hispanic

IHS Global Insight - 2015 Hispanic Market Monitor Total consumer dollars spending : Quick Service Restaurants

Courtesy of

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Number Of QSR Visits In The Last 30 Days

vs.

Phoenix Non-Hispanics

Of Phoenix Hispanics Have Visited QSRs 5+ Times

Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Adults 18+

Courtesy of

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Phoenix Hispanics Are More Likely To Visit QSRs For Lunch & Dinner Phoenix Hispanics Are More Likely To Visit QSR’s For Lunch & Dinner

Types of meals at quick service restaurants in the past days TYPES OF MEALS AT QUICK SERVICE RESTAURANTS IN30THE PAST 30 DAYS

75% 68%

67%

65%

44% 34%

Breakfast

Lunch

Hispanic

Dinner

Non-Hispanic

Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Phoenix DMA, Adults 18+

Courtesy of

Phoenix Hispanics Over Index At 12 Of The Top 15 QSR’s RANK

QSR VISITED FOR ANY MEAL IN PAST 30 DAYS

HISPANIC

NON-HISPANIC

HISPANIC INDEX (VS. TOTAL)

Any QSR

93%

87%

105

McDonald’s

47%

39%

116

Burger King

29%

20%

131

Jack in the Box

28%

17%

143

Little Caesars

28%

11%

183

Taco Bell

25%

101

Subway

24%

21%

113

Panda Express

23%

14%

144

In-N-Out Burger

22%

18%

119

Filiberto’s Mexican

21%

203

#10

Starbucks

16%

17%

#11

Peter Piper Pizza

15%

265

#12

Other QSR

15%

12%

117

#13

Carl’s Jr.

14%

13%

111

#14

Chipotle

14%

104

#15

Wendy’s

13%

20%

Hispanic Scarborough, 2015 Release 1 (Feb 2014 - Jan 2015), Adults 18+, Phoenix DMA Courtesy of

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Hispanics Have A Strong Purchasing Power In The Automotive Industry Total Spent In 1Q 2015 Was

1.5 Billion

Phoenix Hispanics Spent

So Hispanics Accounted For

$249.2M on NEW Automobile Purchases in 1Q 2015

of all New Vehicle spending in Phoenix in 1Q 2015!

Hispanics Spend At Par

$27,750 Average MSRP Paid Vs. $30,500 Total Market

Source: Amount spent based on 2015 MSRP and new Hispanic unit sales; RL Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, 1Q 2015 CYTD

Courtesy of

Hispanic NEW Auto Sales Are Growing at 4X The Rate Of Non-Hispanics In Phoenix Hispanic NEW Auto Sales Are Growing at 4X The Rate Of Non-Hispanics In Phoenix

% Change in New Vehicle Unit Sales Year over Year

% CHANGE IN NEW VEHICLE UNIT SALES YEAR OVER YEAR

12.80%

4.70% 3.10%

% Change in Unit Sales Year-Year

Total

Hispanic

Non-Hispanic

Source: R.L.&Polk Co. Vehicle New Vehicle Personal Registrations (includes Enhanced Ethnic Data, Source: R.L. Polk Co.&New Personal Registrations (includes Leases),Leases), Enhanced Ethnic Data, (Jan-May15 & Jan-May14), Phoenix May May 20152015 CYTDCYTD (Jan-May15 & Jan-May14), Phoenix DMA. DMA.

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CONSUMER Share of new total sales to Hispanics has grown by +3.7 points since 2013

Hispanics Account For Growing Percentage of NEW Total Sales

SHARE OF NEW TOTAL SALES TO HISPANICS HAS GROWN BY +3.7 POINTS SINCE 2013

17.90%

16.60%

14.20%

2013

2014

2015

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May13, Jan-May14 & Jan-May15), Phoenix DMA.

Courtesy of

PHOENIX TOTAL

PHOENIX HISPANIC Courtesy of

BRAND RANKER

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, MAY CYTD (Jan-May13, Jan-May14 & Jan-May15), Phoenix DMA.

RANK

BRAND

S0M

RANK

BRAND

14.6%

16.5%

11.0%

15.6%

10.0%

14.3%

9.4%

9.2%

8.1%

5.2%

5.4%

5.1%

5.2%

5.0%

4.2%

3.6%

3.9%

#10

2.8%

#10

3.0%

Source: R.L. Polk & Co. New Vehicle Personal Registrations (includes Leases), Enhanced Ethnic Data, May 2015 CYTD (Jan’15-May’15), Phoenix DMA.

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Top 10 Models by Segment RANKED BY MODEL SALES TO PHOENIX HISPANICS RANK

CUV/SUV

FULL/MID-SIZE

COMPACT

PICK-UP

TOYOTA RAV4

NISSAN ALTIMA

TOYOTA COROLLA

CHEVY SILVERADO 150

KIA SOUL

CHEVY MALIBU

HONDA CIVIC

RAM 150

DODGE JOURNEY

TOYOTA CAMRY

NISSAN SENTRA

TOYOTA TUNDRA

JEEP PATRIOT

HONDA ACCORD

CHEVY CRUZE

FORD F150

NISSAN ROGUE

KIA OPTIMA

HYUNDAI ELANTRA SEDAN

TOYOTA TACOMA

CHEVY EQUINOX

FORD FUSION

VW JETTA

GMC SIERRA 150

HONDA CR-V

CHRYSLER 200

DODGE DART

NISSAN FRONTIER

JEEP WRANGLER

HYUNDAI SONATA

FORD FOCUS

RAM 250/350

HONDA PILOT

CHEVY CAMARO

KIA FORTE

CHEVY COLORADO

#10

FORD ESCAPE

FORD MUSTANG

MAZDA 3

CHEVY SILVERADO 250/350

TOP 10 % SHARE OF SEGMENT

46%

81%

86%

95%

Source: Polk, New Vehicle Personal Registrations (Sales & leases) Enhanced Ethnic Data, 2015 CYTD (JAN-MAY); Phoenix (Prescott) DMA;Note segments include Non-Luxury and Luxury models

Courtesy of

$386 Million

Phoenix Hispanics Spent on Used Vehicles in 2014 (23% of the Total Used Vehicle Sales in Phoenix) Source: IHS 2015 Global Insight Hispanic Market Monitor Courtesy of

Hispanics Generate

Of All Automotive Word-Of-Mouth Activity Source: 2014 Keller Fay Group, Talk Track® Hispanic Argument Courtesy of

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Phoenix International Raceway Who:

What: Where: Why:

a targeted demographic” but rather to have a conversation with the Hispanic Community where PIR not only invited Hispanics to attend races, but also for PIR to participate with the Hispanic Community. This was done through many avenues; several key organizations include: Arizona Hispanic Chamber of Commerce, Valle del Sol and Fuerza Local. Building relationships with local Hispanic influencers has been instrumental. Regular communications with Hispanic media, media management, business owners and education institutions has been a key factor in creating a loop of communication which has provided feedback, recommendations and support.

-Phoenix International Raceway in conjunction with NASCAR and NASCAR Mexico Series -Increase Hispanic onsite attendance from <5% to >15.5% between 2013 and 2015 -Phoenix International Raceway – Avondale, AZ -Hosting the Toyota 120, NASCAR Mexico Series race -Creating dialog with the Hispanic Community where new comers to the sport feel inclusive to the experience both on and off the race track. -Providing an open invitation to Hispanics through targeted communications efforts

As Hispanics are the emerging majority not only Arizona but nationally, PIR recognized the opportunity to make an impact in the development of young Hispanics in Arizona. In February of 2015, PIR partnered with Tolleson Union High School District to initiate a program where 19 year old NMS driver Ruben Garcia Jr. spoke to 2,000 high school students about the value of education. The event was emceed by Jesus Quinones of Univision at La Joya Community High School; between Garcia and Quinonez they engaged the entire student body and delivered a simple but powerful message: 1.) Stay in School, 2.) Graduate and 3.) Pursue higher education. The message was simple in concept but powerful in inspiration. It was not about how to become a race car driver, but rather that the youth could do whatever they want if they had vision, put their mind to it, committed and worked hard.

In the fall of 2012 Phoenix International Raceway announced a commitment to reach the Hispanic Community in a way that had never been done before; in 2013 PIR hosted the Toyota 120, NASCAR Mexico Series (NMS) race. Over past three years the 2013-15 Toyota 120 races were the only NMS races held outside of Mexico. The NASCAR Mexico Series is a 15-race series where all the drivers, teams, crew, owners and sponsors are from Mexico. Sponsors include Mexican brands such as Telcel, La Costeña, Volaris, Canel’s, Jarrito’s and Coca-Cola. The winners of the Toyota 120 races at PIR include: • 2013, Abraham Calderon from Monterrey, Mexico now driving for ARRIS Telcel in the NMS • 2014, Daniel Suarez from Monterrey, Mexico now driving for ARRIS-Joe Gibbs Racing in the NASCAR XFINITY Series and the NASCAR Camping World Truck Series in the United States • 2015, Ruben Pardo from Mexico City, Mexico driving for CITIZEN Watches-Potosinos-Toyota in the NMS as well as the IMSA Sports Car Challenge in the United States.

It is with ongoing efforts to provide an authentic experience and constant messages that PIR plans to increase attendance at PIR and exposure to the sport of NASCAR, but additionally to make a positive and lasting positive impact in the Hispanic Community. With the continued vision of PIR and the support of the leadership of the Hispanic Community soon the face of PIR will resemble the community at over 30+% Hispanics in Arizona.

Over the three-year period from 2013 to 2015, PIR has documented an attendance increase among Hispanic fans from less than 5% (reports prior indicated only 3%) to over 15.5% during the past two NASCAR Sprint Cup (NSCS) race weekends, the Quicken Loan Race for Heroes 500 on Nov. 15, 2014 and the Camping World 500 on March 15, 2015.

Photos Courtesy of PIR

Promotion and Hispanic outreach for the NMS races as well as the NSCS weekends was focused in the Phoenix area through targeted paid advertising, earned media, community relations and attending festivals and social events. It was conscious of PIR to not create a message “speaking to

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Valley Metro Connects The Hispanic Population With A Very Accessible Transit Network 17 § ¨ ¥

± ³

PEORIA

± ³

303 101

51 ) ¯

± ³

SURPRISE 101

FOUNTAIN HILLS

± ³ 101

51 ¯ )

GLENDALE

PARADISE VALLEY

PHOENIX

± ³

101

303

§ ¨ ¥

17 § ¥ ¨

AVONDALE

± ³

TOLLESON

202

§ ¨ ¥

202

± ³

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BUCKEYE

± ³

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17 § ¥ ¨

± ³

LITCHFIELD PARK

14 3

MESA

TEMPE

APACHE JUNCTION

60 ¡ ¢

¢ ¡ 60

± ³

EL MIRAGE YOUNGTOWN

SCOTTSDALE 17 § ¥ ¨

PEORIA

202

± ³

GUADALUPE 101

§ ¨ ¥ 10

GILBERT CHANDLER

± ³

GOODYEAR

202

QUEEN CREEK BUCKEYE LEGEND Percent Hispanic Population

Percent of Hispanic Population- American Community Survey 2013 Within 1/2 mile of Bus Routes

0 - 12%

28% - 50%

13% - 27%

51% - 69%

70% - 100%

Bus Route

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3 Miles

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Phoenix Hispanics Are Huge Sports Fans Men 18-49

Phoenix Hispanics Are Huge Sports Fans

MEN 18-49

% Interest Among Sports Fans* (sorted by Hispanic %)

NHL

MLS

LIGA MX

34%

17% 6% 28% 6%

32%

MLB

50%

35% 16%

UFC

41%

NBA

42%

50%

NFL

78% Non-Hispanic

86%

Hispanic

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Men 18-49; Source: Phoenix Hispanic 2015 Release 1 (Feb14-Jan15), Hispanic Base: Sports Fans definedScarborough by somewhat/very interested in MLB, NFL, NBA, NHL,Men MLS18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

Courtesy of

Live Sports Attendance Among Phoenix Hispanic Men 18-49 Sports Fans SPORTS: ATTENDED 1+ GAMES - PAST YEAR

SPORTS: ATTENDED IN THE PAST YEAR

% OF HISPANIC MEN 18-49 SPORTS FANS

AZ Cardinals Football Game

51%

National Football League (NFL) Major League Baseball (MLB)

36%

National Basketball Assoc (NBA)

31%

AZ Diamondbacks Baseball Game Suns Basketball Game ASU Football Game

National Hockey League (NHL) Mexican League Soccer (LigaMX)

Major League Soccer (MLS)

% OF HISPANIC MEN 18-49 SPORTS FANS

Cactus League Spring Training Baseball Game

Coyotes Hockey Game

6% 4% 2% 1%

NASCAR Auto Race ASU Baseball Game AZ Rattlers Indoor Football Game

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Men 18-49; Base: Sports Fans defined by somewhat/very interested in MLB, NFL, NBA, NHL, MLS

Courtesy of

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35% 31% 25% 9%

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OUR FUTURES ARE ALL CONNEC+ED Did you know that 35% of rail passengers choose to ride instead of drive, removing over 10,000 cars from the road? valleymetro.org/connected

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 FEATURED CLIENTS

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Phoenix Suns, Univision Arizona & Maricopa County Department of Public Health

Join the Challenge: Dance Workout Video for Kids The Phoenix Suns and Mercury organizations partnered

The video was distributed among 24 School Districts in the

with the Maricopa County Department of Public Health and

Maricopa County who participated in the SNAP-Ed Grant

Univision Arizona to create the ‘Join the Challenge’ dance

Program (Supplemental Nutrition Assistance Program-Edu-

video which was an all-out effort to continue the battle in

cation Program). There are 216 schools and approximately

childhood obesity. The Join the Challenge project encour-

166,000 students all of which are low-income schools

aged students across the Valley to be active and live a

(50% or more free and reduced lunches).

healthy lifestyle. Results Why •

• 14% of children age 2-4 in low income families in

ings, health events and more.

Arizona are obese • • •

600 DVD’s were distributed through schools, train-

•

15% of children age 2-4 in low-income families in

Video was distributed among 24 School Districts in the Maricopa County

Maricopa are obese

•

216 participating schools

20% of 10-17 year old children in Arizona are

•

166,000 kids enrolled in participating schools

obese

•

56,000+ Views in YouTube

41% of Hispanic Boys are obese or overweight compared to 28% of White boys.

Recap The Join the Challenge: Dance Workout Video for Kids was a collaborative effort between the Maricopa County Department of Public Health, Phoenix Suns, Phoenix Mercury, and Univision to battle childhood obesity for Kids age Media coverage: univisionarizona.univision.com/salud/videos-desalud/video/2014-10-21/programa-contra-laobesidad-entre-menores The Video was is available to download at www.WeArePublicHealth.org

8-13. The video was used in classrooms to encourage kids to exercise during break times. The video was 40 minutes long and split into 10 minute low impact routines so that kids can do easily in the classroom, at home or during after school programs. The DVD was released in November 2014 and featured Suns and Mercury mascots, Univision talent as well as kids from Garfield Elementary.

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Hispanic Entertainment Insights ABOUT OYE!

SAMPLE SIZE

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 conversation, 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 demographics and psychographics.

This report covers over 17,000 verified Hispanic conver-

DATA GATHERED

SUMMARY

sations about the topics of favorite actors/actresses, movies, video games, cable networks and more engaged with among the Hispanic community. A sample of general market conversations was analyzed as well to provide comparisons between ethnicity. All data was pulled between June 15th –and July 15th of 2015.

OYE! is a social data analysis tool. Samples of conversation on Twitter, Facebook and Instagram are pulled according 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 statistically relevant samples of the conversation.

In the entertainment industry Hispanics were found to talk

IDENTIFYING HISPANICS

game most discussed by the Hispanic audience.

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 affinity for the Mario Bros franchise, dominated video game console conversation while Call of Duty was the individual

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 identify Hispanics: name, images, location, following (who they follow as well as who follows them) all contribute to classifying 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.

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 conversation 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-

CONFIDENTIALITY

tion. 14% of the time fans expressed their admira-

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

tion for her, mentioning their “love” for her. Mentions of Selena’s new song, “Good for You” drove 10% of total conversation. A final driver noticed was mentions of her recent Pantene sponsorship

kept secure and is not shared with any 3 party or client.

which drove 3% of the conversation.

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Hispanic Entertainment Insights 2. Netflix was by far the Hispanic favorite as it was

6. The movie Minions drove the most mentions with

the most mentioned online movie platform with 97%

43% of the total conversation when evaluating the

of the conversation. Their hit series, “Orange is the

top 10 movies in theaters from June 15-July 15. On

New Black” pushed over 40% of the conversation.

average 9% of movie conversation was confirmed

Mentions of the movie Daredevil (5%) helped drive

to be from Hispanics while Minions over-indexed

conversation as well. Platforms Hulu and HBO Go

with the Latino audience gaining 12% from this

were not mentioned nearly as much by Hispanics

demographic. The movie, The Gallows also over

making up 3% of the conversation.

indexed with Hispanic mentions making up 10% of its total conversation. The majority of Minions posts

3. Nintendo was the most mentioned game console

were from users expressing their desire to see the

with 61% of the conversation. Games associated

movie.

with the Mario Brothers franchise propelled over 18% of Nintendo conversation. Smash Brothers

7. The Call of Duty video game was the most men-

was the next highest driver for Nintendo, owning

tioned game with 30% of the Hispanic total conver-

15% of that brand’s conversation. Additionally,

sation, 28% of the Call of Duty conversation was

the NES and WII systems helped inspire 11% and

sparked by the version Black Ops III, Hispanics also

10% of posts respectively. Xbox was the next high-

mentioned the version Advance Warfare 6% of the

est discussed console with 21% of the conversation

time.

but was highly varied in topics. The most discussed category among Hispanics was the game Elder

8. When comparing mentions of ‘favorite actors’

Scrolls, driving 3% of Xbox conversation. Finally,

among top entertainers both Hispanic and non-

PlayStation owned 18% of total conversation with

Hispanic, actor Adam Sandler drove 14% of total

mentions of the video game conference E3 power-

conversation from Non-Hispanics and 7% from His-

ing 25% of this brand’s conversation.

panics. 51% of Non-Hispanic conversation were shares/retweets about Adam Sandler meeting a

4. Univision was the TV channel driving the highest

cancer patient from Australia while 21% of Hispan-

conversation volume among Hispanics. The novela,

ics mentioned the same conversation.

“Lo Imperdonable” drove the highest quantity of mentions with 32% of the Univision conversation.

9. Actress, Scarlet Gruber (Venezuelan) was the most

Mentions of the hashtag, “Growing up Hispanic”

mentioned among Hispanics with 44% of the His-

also drove 11% of the Univision volume.

panic conversation. The largest segment of the Hispanic conversation came from a desperate (yet

5. SoundCloud (47%) was mentioned the most over

passionate) fan in Dallas, TX posting over 200

iHeartradio (34%) and Spotify (19%). Sound

Tweets tagging the actress, asking her to follow her

Cloud appears to be a popular music platform for

account.

Hispanics as they can create, upload, and share their music themselves. Conversation was very dis-

10. The TV channel, BET had mentions that were 3%

persed among users, the biggest topic found was

Hispanic and 97% were non-Hispanic. The BET

self-promotion of the song “Pour it Up” from a user,

awards were the highest driver for both Hispanics

Narada Vanegas with 4% of the conversation.

(84%) and for Non-Hispanics (65%).

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Selena Gomez and Pitbull Were The Most Mentioned Artists Among Hispanics Selena Gomez and Pitbull Were The Most Mentioned Artists Among Hispanics Driving Over Half The Total Conversation Driving Over Half The Total Conversation Top 5 Artists Mentioned by Hispanics June 15th-July 15th,2015

TOP 5 ARTISTS MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 29%

Selena Gomez

27%

Pitbull

14%

Romeo Santos

Taylor Swift

Ariana Grande

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

Courtesy of

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

Add OYE logo

SoundCloud Was The Most Mentioned Online Music Platform By Hispanics SoundCloud Was The Most Mentioned Online Music Platform By Hispanics

Top Online Music Platforms Mentioned by Hispanics June 15th – July 15th, 2015

TOP ONLINE MUSIC PLATFORMS MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 19%

47%

35%

SoundCloud

iheartradio

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations Data derived from verified Hispanic conversations nationwide.

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Courtesy of

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The BET Awards Were The Highest Driver For Both Hispanics And For Non-Hispanics (65%) The BET Awards Were(84%) The Highest Driver For Both Hispanics (84%) And For Non-Hispanics (65%) TV Channel BET – BET Awards by Race June 15th – July 15th, 2015

TV CHANNEL BET – BET AWARDS BY RACE JUNE 15 – JULY 15, 2015

BET Channel

BET Awards By Race

84% 65%

97%

Hispanics

Non-Hispanics

Hispanic

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide. Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

Non-Hispanic Courtesy of

Add OYE logo

Netflix Was By Far The Hispanic Favorite As It Was The Most Mentioned Online Movie Platform With 97% Of The Conversation 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

15th-July 15th, 2015 FOR HISPANICS TOP ONLINE June MOVIE PLATFORMS JUNE 15 – JULY 15, 2015

3% 1%

97%

Netflix

Hulu

HBO GO

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide. conversations nationwide.

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Courtesy of Add OYE logo

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The Movie ‘Minions’ Drove The Most Hispanic Mentions, Which Overall Accounted For

H I S P A N I C

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TOP MOVIE MENTIONS – MINIONS MOVIE MENTIONS

The Movie Minions Drove The Most HispanicBY Mentions, RACE Overall Hispanic Mentions Of The Movie Minions Accounted For 12% Of Total Conversation

Top Movie Mentions – Minions Movie June 15th – July 15th, 2

JUNE 15 – JULY 15, 2015

10%

Dope

88%

Inside out

Of The Total Conversation

Minions

Max

12%

59%

Minions

Amy

Non-Hispanics

Hispanics

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

Courtesy of

Nintendo Was The Most Mentioned Game Console By Hispanics, Driving 61% Of The Conversation Nintendo Was The Most Mentioned Game Console By Hispanics, Driving 61% Of The Conversation Top Game Consoles Used by Hispanics TOP GAME CONSOLES USED BY HISPANICS June 15th-July 15th, 2015 JUNE 15 – JULY 15, 2015

18%

61% 21%

Nintendo

Xbox

PlayStation

Source: OYE! Business Intelligence, Release 1 - June 15 - July 15 2015, 17,000 social media mentions sample. Data derived from verified Hispanic conversations nationwide.

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The Call Of Duty Video Game Was The Most Mentioned The Call Of Duty Video Game Was The Most Mentioned Game With 30% Of The Hispanic Total Conversation Game With 30% Of The Hispanic Total Conversation Top Video Games Mentioned By Hispanics June 15th – July 15th, 2015

TOP VIDEO GAMES MENTIONED BY HISPANICS JUNE 15 – JULY 15, 2015 30%

Call of Duty

28%

Halo

10%

Bungie

Need For Speed

Assassin's Creed

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Add OYE logo

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

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$49 Million

Spent By Phoenix Hispanics On Motion Picture Admissions In 2014

That’s

H I S P A N I C

Of The Total Spent On Movie Admissions

Source: Hispanic Market Weekly, Vol. 17, Issue 41, October 21, 2013 Courtesy of

Phoenix Hispanics Have Influence At The Movie Theater Cash Register

More Likely To See A Movie Opening Weekend

More Likely To Go To Movies 4+ Times/Month

vs. vs.

Less Likely For Non-Hispanics

Projected Percentage Change in Total, Hispanic, and Non-Hispanic Buying Power for U.S., 2012-2017 Courtesy of

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395,000

Hispanics Visited A Casino In The Past 12 Months Source: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults 21+ Courtesy of

Eighty-Three Percent Of Phoenix Hispanics 21+ Visited A Casino In The Past Year And Played The Slots Vs. 73% Of Non-Hispanics Eighty-Three Percent Of Phoenix Hispanics 21+ Visited A Casino In The Past Year Played The Slots Vs. 73% Of Non-Hispanics Casino Activities in the Past 12 Months

CASINO ACTIVITIES IN THE PAST 12 MONTHS 90% 80%

83%

73%

70% 60% 50% 40%

26% 28%

30%

25% 22%

24%

33% 18%

20%

24%

10% 0%

Slot Machines

Stage Show/Concert

Bar/Nightclub

Hispanic

Upscale Restaurant

Table Games

Non-Hispanic

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Adults 21+; base: visited any casino in past year Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Hispanic Adults 21+; base: visited any casino in past year

Courtesy ofCourtesy of

Casinos Visited in the Last Year

CasinoCasinos Patrons 21+, sorted by Hispanic % ) Phoenix Hispanic Casino Patrons Visit (Among Local Phoenix Hispanic Casino Patrons Visit Local Casinos

CASINOS VISITED IN THE LAST YEAR (AMONG CASINO PATRONS 21+, SORTED BY HISPANIC % ) 33%

30% 20%

32%

29% 21%

24%

16%

20%

17%

23%

20% 15%

14%

13% 8%

Casino Arizona

Vee Quiva Casino

Wild Horse Pass Casino

Talking Stick Fort McDowell Resort & Casino Casino

Hispanic

A Z 59

Harrah's AkChin Casino

Any Las Vegas Casino

Non-Hispanic

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix DMA, Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix DMA, Base: Adults 21+ Who Visited Any Casino in the Past 12 Source: Months Base: Adults 21+ Who Visited Any Casino in the Past 12 Months

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Forty-Five Percent of Phoenix Hispanics Purchase Lottery Tickets and Scratch-Off Tickets are their Favorite Forty-Five Percent of Phoenix Hispanic Purchase Lottery Tickets and Scratch-Off Tickets are their Favorite Types of Lottery Tickets Purchased

TYPES OF LOTTERY TICKETS PURCHASED

80%

71% 70% 60%

64%

59%

47%

50% 40%

29%

30% 20% 10% 0%

Scratch-Off Tickets

Powerball Tickets

Hispanic

Other Tickets

Non-Hispanic

Sources: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults DMA; Base: Purchased a lottery ticket Sources: Phoenix Hispanic Scarborough, 2015 Release 1 (Feb14-Jan15), Adults21+, 21+, Phoenix Phoenix DMA; in the past 30Base: daysPurchased a lottery ticket in the past 30 days

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Notes

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Thirty-Seven Percent Of Phoenix Hispanic Adults 18-49 Thirty Percent Of Phoenix Hispanic Adults 18-49 With Kids Visited A Theme Park Last Year With Kids Visited A Theme Park Last Year

37%

63%

Non-Hispanic Hispanic

Hispanic

Source: PhoenixBase: Hispanic 2015 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids under 18 Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), AdultsScarborough 18-49 with 1+ kidsRelease under 18 Courtesy of

Phoenix Hispanics Are More Likely To Visit Theme Parks Phoenix Hispanics Are More Likely To Visit Theme Parks

Theme/Water Park Visited in the Past Year - Index

THEME/WATER PARK VISITED IN THE PAST YEAR - INDEX

180

163

160 140 120

150

149

127 111

100

80 60 40 20 0

Castles & Coasters

Wet 'n' Wild

Hispanics

Other Theme Park

Non-Hispanics

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids

Source: Phoenix Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Base: Adults 18-49 with 1+ kids under 18 under 18 Courtesy of

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The National Electorate Is Increasingly Diverse The National Electorate Is Increasingly Diverse

The percentage the iselectorate that is white is20 dramatically declining. • The percentage of the electorate that of is white dramatically declining. In the last years, white voters are making up 2-4% less of the overall electorate than the previous presidential election Beginning in 1992, white voters made up 2-4% less of the overall electorate than in each previous presidential election.

88%

85%

83%

81%

77%

74%

72%

17%

19%

23%

26%

28%

1996

2000

2004

2008

2012

12%

13%

16%

1976

1980

1984

1988

1992

Non-Hispanic Whites

Minorities

Source: Resurgent Republic

Advertising Plays Significant Role

urce: Resurgent Republic

PERCENT THAT PREFERS TO RECEIVE CAMPAIGN INFORMATION VIA

TV Advertising

Radio Advertising

Newspaper Advertising

40 26 25 %

Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.

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President Obama’s Favorability Is High Among Millennials and Democratic Hispanics President Obama’s Favorability Is High Among Millennials and Democratic Hispanics…

Favorability: President Barack Obama

FAVORABILITY: PRESIDENT BARACK OBAMA 39%

Independent

Party ID

Rep

48% 78%

14% 13%

Dem

77% 31%

Non-Millennials (35+)

58%

25%

Millennials (18-34)

62%

30%

Overall

59%

Unfavorable

Favorable

Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore

Source: Univision’s Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Information,Hispanic/Latino May 2014. Research and Moore Information, May 2014.

The Majority Of Hispanic Voters Have Favorable Opinions Of President Obama And The Democratic Party The Majority Of Hispanic Voters Have Favorable Opinions Of President Obama And The Democratic Party

Phoenix DMA Hispanics

PHOENIX DMA HISPANICS 10%

28%

Democratic Party

10%

60%

30%

President Obama

59%

21%

41%

US Congress

35% 14%

55%

Republican Party

28% 25%

Tea Party

44%

15% No opinion/never heard of

Unfavorable

Favorable

Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Research and Moore Information, May 2014. Information, May 2014.

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Overall, 78% Of Hispanics Are In Favor Of A Path To Citizenship, 85% Among Hispanic Millennials

Overall, 78% of Hispanics are in Favor of a Path to Citizenship, 85% among Hispanic Millennials “Generally speaking, do you favor or oppose a path to citizenship for undocumented immigrants?”

85% 78%

“GENERALLY SPEAKING, DO YOU FAVOR OR OPPOSE A PATH TO CITIZENSHIP FOR

15%

UNDOCUMENTED

12%

IMMIGRANTS?” Favor

Oppose

Overall

Don't know

Millennials

Making College More Affordable Tops The List For Education Improvement “Which one of the following, in your opinion, would do the IN most to improve education in our country?” “WHICH ONE OF THE FOLLOWING, YOUR OPINION, WOULD DO THE MOST

MakingCollege MoreAffordable Tops TheListForEducation Improvement

TO IMPROVE EDUCATION IN OUR COUNTRY?” 2%

School vouchers

3% 4%

More charter schools

5% 6%

Increase funding for early childhood education programs

6% 5%

Increase funding for vocational education and training

7% 3%

More accountability for teachers

Ensure all schools have necessary resources regardless of their neighborhoods

13% 17%

Increase funding for K-12 education Making college more affordable

Millennials

27%

20%

40% 28%

Overall

Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014. Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.

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When Voting, Education And Jobs Are The Most Important Issues For Hispanics. Education Is Significantly More When Voting, Education And Jobs Are The Most Important Issues For Hispanics. Education Being Significantly More ImportantFor For The Younger Generation of Generation Hispanics. Important The Younger ofof Hispanics “Which one the following issues is most important in your vote for Congress and U.S. Senator, a candidate’s position on …”

11%

Crime and personal safety

“WHICH ONE OF THE FOLLOWING ISSUES IS MOST IMPORTANT IN YOUR VOTE FOR CONGRESS AND U.S. SENATOR, A CANDIDATE’S POSITION ON …”

How what they do will affect my personal economy Health care Government spending and the deficit Social Security and Medicare Immigration Jobs

10% 7% 5% 9% 11% 11% 3% 12% 15% 12% 18% 19%

Education

Millennials

27%

21%

Overall

Source: Univision’s Hispanic/Latino VoterUnivision’s Surveys: Hispanic/Latino California, Texas, DMA, Phoenix DMA , DMA, MiamiPhoenix DMA DMA and ,Tampa/Orlando DMAs conducted collaboration with David Source: Voter Chicago Surveys: California, Texas, Chicago Miami DMA and Tampa/Orlando DMAsinconducted in collaboration withBinder David Binder Research and Moore Research and Moore Information, Information, May 2014.May 2014.

What Influences Their Vote? “WHICH ONE OF THE FOLLOWING WOULD YOU SAY HAS THE GREATEST INFLUENCE ON YOUR DECISION TO VOTE IN ELECTIONS?” ALL

MILLENNIALS

38%

CANDIDATE DEBATES

43%

CANDIDATE DEBATES

16%

CANDIDATE INTERVIEWS

17%

CANDIDATE INTERVIEWS

13%

LOCAL NEWS COVERAGE

14%

LOCAL NEWS COVERAGE

11%

CAMPAIGN ADVERTISING

13%

CAMPAIGN ADVERTISING

10%

FAMILY AND FRIENDS

13%

FAMILY AND FRIENDS

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Consistent Communication Is The Most Important Consistent Communication Is The Most Important Determinant For The Hispanic Vote Determinant For TOTAL The Hispanic Vote “If you could tell a candidate who wants your vote one thing that would help them get your vote, which one of the following things would you say?”

TOTAL

“IF YOU COULD TELL A CANDIDATE WHO WANTS YOUR VOTE ONE THING THAT WOULD HELP THEM GET YOUR VOTE, WHICH ONE OF THE FOLLOWING THINGS WOULD YOU SAY?”

Talk to me directly, in Spanish if you can

Make your message simple

13%

Meet the people

14%

25%

Tell me who you are and what you represent

32%

Communicate consistently, not just before the election

urce: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore ormation, May 2014.

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Arizona Hispanics Represent 18% Of The Total Electorate & 32% Adult 18-24 Voters REGISTERED VOTERS

TOTAL

HISPANIC

% HISPANIC

ARIZONA

2,886,972

519,212

18%

REGISTERED VOTERS BY AGE

TOTAL

HISPANIC

% HISPANIC

18 TO 24

220,928

70,038

25 TO 34

425,226

107,347

35 TO 49

656,024

137,081

50 TO 64

797,286

120,891

65+

786,165

83,731

32% 25% 21% 15% 11%

ARIZONA HISPANIC REGISTERED VOTER

46 % 54 GENDER

Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, State of Arizona

Arizona Latino Voter Party Affiliation

REGISTERED VOTERS

TOTAL

HISPANIC

% HISPANIC

ARIZONA

2,886,972

519,212

18%

REGISTERED VOTERS BY PARTY

TOTAL

HISPANIC

% HISPANIC

DEMOCRAT

845,044

233,177

REPUBLICAN

997,434

78,298

INDEPENDENT

993,425

200,850

OTHER

51,069

6,887

28% 8% 20% 13%

% TOTAL

% HISPANIC

29% 35% 34% 2%

45% 15% 39% 1%

% Of Total Registered Voters By Party

DEMOCRAT REPUBLICAN INDEPENDENT OTHER

Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, State of Arizona

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Phoenix Hispanics Represent 15% Of The Total Electorate & 29% Adult 18-24 Voters REGISTERED VOTERS

TOTAL

HISPANIC

% HISPANIC

PHOENIX DMA

2,259,668

348,675

15%

REGISTERED VOTERS BY AGE

TOTAL

HISPANIC

% HISPANIC

18 TO 24

170,889

48,751

25 TO 34

332,134

73,031

35 TO 49

526,749

93,714

50 TO 64

624,291

80,069

65+

604,550

53,031

29% 22% 18% 13% 9%

PHOENIX HISPANIC REGISTERED VOTER

47 % 53 GENDER

Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Phoenix (Prescott) DMA

Phoenix Latino Voter Party Affiliation

REGISTERED VOTERS

TOTAL

HISPANIC

% HISPANIC

PHOENIX DMA

2,259,668

348,675

15%

REGISTERED VOTERS BY PARTY

TOTAL

HISPANIC

% HISPANIC

DEMOCRAT

616,430

148,751

REPUBLICAN

812,050

54,297

INDEPENDENT

788,263

140,659

OTHER

42,925

4,968

24% 7% 18% 12%

% TOTAL

% HISPANIC

27% 36% 35% 2%

43% 16% 40% 1%

% Of Total Registered Voters By Party

DEMOCRAT REPUBLICAN INDEPENDENT OTHER

Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Phoenix DMA

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PHOENIX DMA HISPANIC ELECTORATE Phoenix DMA Hispanic Electorate AGES 18+ Ages 18+

1 in 5 Phoenix DMA Hispanics is a Millennial

1 In 5

21%

Phoenix DMA Hispanics Is A

Millennial

47%

33%

55+

Age 35-54

Age 18-34

Source: Univision’s Hispanic/Latino Voter Surveys:Source: California, Texas,Hispanic/Latino Chicago DMA, Phoenix , Miami DMA and DMA, Tampa/Orlando Univision’s Voter Surveys:DMA California, Texas, Chicago Phoenix DMADMAs , Miamiconducted in collaboration with David Binder DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Research and Moore Information, May 2014. Information, May 2014.

High Percentage of the Phoenix DMA Hispanic Electorate is Bilingual

Language use Hispanic vo Phoe

LANGUAGE USED AT HOME AMONG HISPANIC VOTERS THAT RESIDE IN PHOENIX DMA

19%

*Bilingual includes: Mostly Spanish but some English, Spanish and English about equally, Mostly English but some Spanish.

65%

16% Phoenix Only Spanish

Bilingual

Only English

*Bilingual includes: Mostly Spanish but A Z DA O S about some English, Spanish andTEnglish 69 equally, Mostly English but some Spanish .

2 0 Source: 1 5Univision’s Hispanic/Latino Voter Surveys: California, Texa

DMA and Tampa/Orlando DMAs conducted in collaboration with D Information, May 2014.

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Except for Millennials, Phoenix DMA Hispanic Voters Are Pessimistic “IN GENERAL, HOW DO YOU THINK THINGS IN THE PHOENIX DMA ARE GOING? – ARE IN THE DIRECTION, “JustTHINGS in general,MOVING how do you think thingsRIGHT in the Phoenix DMA are going – are things Phoenix DMAHispanicVoe t rsArePessimisitc in the THE right direction, or are things off on the wrong track?” OR ARE THINGSmoving OFF ON WRONG TRACK?”

47%

52%

51%

50%

49% 42%

36%

Overall

35%

Millennials (18-34)

32%

43%

40%

31%

Non-Millennials (35+)

Right Direction

Democrat

Republican

Independent

Wrong Track

Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder

Source: Univision’s Hispanic/Latino VoterInformation, Surveys: California, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014. Research and Moore May Texas, 2014.

Three-Fourths of Hispanic Voters

Consume Media in Spanish

In The Phoenix DMA

(TV, RADIO, NEWSPAPERS)

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A Sense of Duty Motivates Them to Vote “I want to do my part. Sometimes we take for granted the possibility we have of voting, and we have to take advantage of that for our future and our kids. If we don’t vote, we are leaving the responsibility to others to decide our future.” —Older bilingual millennial Sources: Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted in collaboration with David Binder Research and Moore Information, May 2014.

Tucson Hispanics Represent 25% Of The Total Electorate & 39% Adult 18-24 Voters REGISTERED VOTERS

TOTAL

HISPANIC

% HISPANIC

TUCSON DMA

537,731

134,727

25%

REGISTERED VOTERS BY AGE

TOTAL

HISPANIC

% HISPANIC

18 TO 24

41,000

16,103

25 TO 34

76,628

26,085

35 TO 49

108,476

33,889

50 TO 64

151,245

33,097

65+

160,170

25,518

39% 34% 31% 22% 16%

TUCSON DMA HISPANIC REGISTERED VOTER

47 % 53 GENDER

Source: Audience Partners/Labels and Lists, Voter Registration Data, Data Run May 2015, Tucson (Sierra Vista) DMA

For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!

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Do anything you imagine, like paint with light. Introducing Gigablast Internet from Cox. With 100x the power, it wonâ&#x20AC;&#x2122;t just change the Internet, it will change the way we live. How will you live the Gig Life? Visit cox.com/GigLife ÂŠ2015 Cox Communications, Inc. All rights reserved. Available in select Cox service areas. Speed comparison based on maximum download speed of Cox Gigablast service (1 Gbps) vs. U.S. average DSL speed (10.6 Mbps) per www.dslreports.com/speedtest/results/country as of 08/08/2015. Actual speeds may vary. Check cox.com/GigLife for service availability in your area and other information. Other restrictions may apply.

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TECHNOLOGY

“The information provided by DATOS is a valuable resource, and is essential reading for anyone in public policy, working with nonprofits or wanting their business to thrive.” —Suzanne Pfister, President and CEO, St. Luke’s Health Initiatives

Hispanics Narrow The Digital Divide In a wide range of categories from cellphone and smartphone

Among the reason PwC study cites for high mobile phone

usage to social media and Internet access, U.S. Hispanics are

usage among Hispanics:

adopting new media technology at a record pace and nar-

•

rowing the digital divide.

Hispanic consumers also report that mobile technology is appealing to them given its relative affordability.

“Hispanic consumers have adopted and embraced mobile

•

technology at an equivalent or greater extent than Non-

Hispanic consumers mentioned the appeal of mobile devices as an intriguing “new toy.”

Hispanics across a wide variety of activities,” a PricewaterhouseCoopers (PwC) study found. “Among Hispanic consum-

•

ers who use mobile devices, smartphone and tablet ownership

Through streaming and downloading content, especially from free sites, mobile technology provides

is similar, but frequency of mobile device usage skews higher

access to a full complement of video entertainment

among Hispanic consumers across a wide array of activities.”

(including Spanish language, as desired).

For example, the percentage of Hispanics using mobile phones

Of the approximately 970,000 Hispanic adults in the Phoenix

has reached parity with the general population nationwide, according to the Journal of Medical Internet Research. His-

metro area, 89 percent, or 860,000, go online, according to

panics are more likely than Non-Hispanics to use their smart-

a 2015 Hispanic Scarborough survey. Of the approximately

phones for a variety of activities, including downloading elec-

298,000 Hispanic adults in the Tucson metro area, 84 per-

tronic coupons, paying for goods and services with a credit

cent, or 249,000, go online.

card and downloading a video, according to the findings in

Scarborough also reports that Internet access among Hispan-

PwC’s Consumer Intelligence series called “Mi Movíl.” That

ics in Phoenix has grown 28 percent since 2010. More than

report also concluded that Hispanics are also more likely to

half of Hispanic households in Phoenix have a laptop or desk-

own a smartphone or tablet than Non-Hispanics.

top computer, as compared to 70 percent of Non-Hispanic

In Phoenix, the percentage of Hispanics who own a mobile

households. Asked in a survey by Simmons NHCS if the Inter-

device has now surpassed mobile device ownership by Non-

net is a “trusted medium,” 63 percent of Hispanics said “yes.”

Hispanics, 87 to 79 percent, according to a 2015 Hispanic Scarborough survey. In the 10 major urban markets, which

Hispanics are big social media fans. As Facebook’s audience

account for more than 80 percent of the U.S. Hispanic popula-

topped 1 billion in August, 90 percent of Hispanics online

tion, Phoenix has the third highest rate of smartphone penetra-

use social media. Hispanic Scarborough also found that 67

tion behind Denver and Dallas and just ahead of Houston.

percent of Hispanics with smartphones use social media apps.

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Hispanic Usage Of Technology Is Gaining Parity CONSUMER TECHNOLOGY CHAPTER 3 Adjusted Digital Technology Usage Percentages by Race/Ethnic Group

BEHAVIOR

Hispanic Usage Of Technology Is Gaining Parity

96% 96% ADJUSTED DIGITAL TECHNOLOGY USAGE PERCENTAGES BY RACE/ETHNIC GROUP 91% Use Internet via Smartphone (b) 85% 91% Use Email (b) 82% 81% Use Text (b) 80% 79% Use Facebook (b) 74% 79% Use Internet via Computer (b) 61% 58% Download any apps 44% 38% Use Twitter (b) 18% 20% Download health apps 12% Use Mobile Phone (a,b)

All (N=904)

Latino (N=248)

Mobile phone=non-smartphones+smartphones. At least 1x/week in the last month. (a) Mobile phone=non-smartphones+smar tph ones. Some variables have missing data, percentages are based on the n for each individual variable per group. (b) At least 1x/week in the last month. Source: JMIR Mhealth Uhealth. 2014 Oct-Dec; 2(4): Some variables have missing data, percentages are based on the n for each individual variable per group.e43 Source: JMIR Mhealth Uhealth. 2014 Oct-Dec; 2(4): e43 www.ncbi.nlm.nih.gov/pmc/articles/PMC4259923/table/table2/ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4259923/table/table2/

Hispanics Are More Likely Than Non-Hispanics To Use Hispanics MoreToLikely Than Non-Hispanics To Use Their Are Phone Go Online Than A Computer Their Phone To Go Online Than A Computer

PERCENT OF SMARTPHONE OWNERS WHO USE THEIR PHONE TO GO ONLINE Percent of Smartphone Owners WhoTHAN Use Their Phone to go Online More Than a Computer MORE A COMPUTER

Hispanic

Non-Hispanic

Source: Experian Marketing Services, 2014 http://www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/

Source: Experian Marketing Services, 2014 www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/

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Hispanics Are More Likely To Use Messaging And Visit Websites On Their Smartphone Than Non-Hispanics SMARTPHONE ACTIVITIES DURING A TYPICAL WEEK HISPANIC

NON-HISPANIC

Messaging

93%

91%

Talk

92%

93%

Visit Websites

90%

89%

80%

82%

Social Network

71%

70%

Download apps

69%

Play games

57%

56%

Watch video

55%

40%

Camera

53%

GPS

48%

40%

Listen to music

36%

31%

IM/Chat

36%

21%

Read News

17%

19%

Source: Experian Marketing Services, 2014 www.experian.com/blogs/marketing-forward/2014/05/19/hispanics-are-mobile-dominant-are-your-campaigns/

Hispanics Are More Likely To Use Their Phones While Engaging In A Variety Of Activities

Hispanics MoreDoing Likely Use Their Phones PercentAre of Respondents These To Activities At Least Once a Week While Engaging In A Variety Of Activities

27% 24%

Use an app to access a business network

25% 17%

Download electronic coupons which are then scanned at the store register from my phone Pay for physical goods/services in a store with a credit/debit card electronically stored on my phone Use an app to access customer service/get answers regarding Internet (cell service)

13% 12%

Make travel reservations or purchases online (e.g. airline, hotel, car rental, train ticket, etc.) Purchase movie/show tickets Purchase tickets to a live show, concert or sporting event

Hispanics

9% 9% 7%

A Z 75

15%

10% 6%

Non-Hispanics

2 0 1 5

17%

13%

Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

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21%

19% 13%

Get loyalty/points at checkout when using my phone to pay (replaces loyalty cards) Download (permanently transfer a video file from the internet), e.g. a movie/TV show

24%

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Hispanic Consumers Stream and Download

Hispanic Consumers Stream and Download Video VideoContent ContentMore More Than Non-Hispanics Than Non-Hispanics Percent of respondents doing activity at least once per week

PERCENT OF RESPONDENTS DOING ACTIVITY AT LEAST ONCE PER WEEK

43% 37% 25% 17%

Streaming Video

Downloading Video

Hispanics

Non-Hispanics

Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

Among Mobile Users, Hispanics Tend To Own More Among Mobile Users, Hispanics TendThan To Own More Smartphones Smartphones And Tablets Non-Hispanics And Tablets Than Non-Hispanics

Device Ownership Among MobileUSERS Users DEVICE OWNERSHIP AMONG MOBILE

95% 93%

Smartphone

53% 51%

Tablet

65%

Laptop

73%

54% 53%

Desktop Computer

Hispanics

Non-Hispanics

Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

Source: PricewaterhouseCoopers LLP, Consumer Intelligence Series, Mi Móvil, 2014 www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

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Latinos And Blacks Are More Likely Than Whites To Use Instagram, But Less Likely To Use Pinterest Latinos%And AreUSERS More Likely Whites To Use Instagram, ButRACE Less Likely To Use Pinterest OF Blacks INTERNET WHO Than USE EACH SOCIAL MEDIA SITE, BY AND ETHNICITY % of internet users who use each social media site, by race and ethnicity

Black

Latino 73%

Facebook

34%

Instagram Twitter Pinterest LinkedIn

67%

Facebook

38%

Instagram

25%

27%

Twitter

21%

12%

18%

28%

White

All 71%

Facebook Instagram

21%

Instagram

Twitter

21%

Twitter

32%

29%

71%

Facebook

26% 23%

28%

Source: Pew Research Center’s Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014. N=1,445 internet Users

Source:http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/ Pew Research Center’s Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014. N=1,445 internet Users www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/

The Mobile Phone/Smartphone Is Quickly Becoming The Device Of Choice To Access The Mobile Phone / Smartphone Is Quickly The Internet By Hispanic Users Becoming The

Device Of Choice To Access The Internet By Hispanic Users

PRIMARY DEVICE USED TOToACCESS THEinternet INTERNET ACCORDING TO US HISPANIC INTERNET USERS Primary Device Used Access the according to US Hispanic Internet Users, 2012-2014 2012-2014 48%

2012

41%

2013

2014

24%

34%

Laptop

16%

22%

24%

Desktop Computer

26%

Mobile Phone/Smartphone

Tablet

Note: Ages 18+; numbers may not add up to 100% due to rounding Note: Ages 18+; numbers may not add up to 100% due to rounding Source: Gfk, “The Quest: Connect In-Language or In-Culture Across Generations,” 2014 Source:Unended Gfk, “The Unended Quest:How How toto Connect In-Language or In-Culture Across Generations,” 2014 http://www.emarketer.com/Article/Hispanics-Dont-Skimp-on-Mobile-Data/1012192 www.emarketer.com/Article/Hispanics-Dont-Skimp-on-Mobile-Data/1012192

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4% 2% 4%

4% 2% 5%

8% 3% 4%

Netbook

Other

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Hispanics Are Active Digital Consumers The Internet Is A Trusted Medium

Increased Access To Information

Using For Entertainment

Agree, “For Information, The First Place I Look Is The Internet”

Agree, “The Internet Has Increased My Desire To Search For Information”

Agree, “The Internet Has Become A Primary Source Of Entertainment For My Family” vs. 30% Non-Hispanic

Source: Simmons NHCS Winter 2015, Full Year. Base: Hispanic A18+ Online User (used any websites in the last 30 days).

Courtesy of Hispanic Internet Access Lags Slightly Behind Non-Hispanic

U.S. Adults 18+ Who Access The Internet

U.S. ADULTS 18+ WHO ACCESS THE INTERNET

Hispanic Internet Access Lags Slightly Behind Non-Hispanic

Hispanic

Non-Hispanic 83.5%

81.3%

88.9%

80.0%

77.8%

86.4% 85.6%

74.2% 74.7%

84.7%

+5%

+13% 2010

2011

86.9% 87.0%

2012

2013

2014

2015

2010

2011

2012

2013

2014

2015

Courtesy of (Univision AZ logo)

Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population Adults 18+; “Online” defined as Access Internet - YES

Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population Adults 18+; “Online” defined as Access Internet - YES Courtesy of

Despite Access Issues, U.S. Hispanics Are Online More Increasingly Than Non-Hispanics Access Issues, U.S. Hispanics Are Online

Despite Those Who Have Been Online In Past 30 Days 2010-2015 More Increasingly Than Non-Hispanics THOSE WHO HAVE BEEN ONLINE IN PAST 30 DAYS – 2010-2015 75%

66%

61%

59%

43% 30%

21% 9%

3% A18-34

21%

A35-44

A45-54

Non-Hispanic

A55+

A18+

Hispanic

Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population US A18+; Base: Who have visited a website in past 30 days Source: Simmons NHCS Winter 2010 – Winter 2015, Full Year, Population US A18+; Base: Who have visited a website in past 30 days

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Phoenix Has…

967,000 Hispanic Adults

IN THE PHOENIX DMA

861,000

89%

838,000

87%

Hispanic Adults THAT ARE ONLINE

Hispanic Adults

WITH A MOBILE DEVICE

651,000

67%

Hispanic Adults ON SOCIAL MEDIA

Source: Hispanic Scarborough, Phoenix, 2015 Release 1 (Feb14-Jan15), Hispanics 18+ Courtesy of

Since 2010, Internet Use By Hispanics

Since 2010, Internet Use By Hispanics Grew 28% Points GrewVs.28% Vs. Non-Hispanics 9% Non-Hispanics 9% Points Internet Penetration in Phoenix

INTERNET PENETRATION IN PHOENIX 82%

61%

2010

84%

68%

2011

85%

84%

90%

91%

87%

89%

2014

2015

77%

74%

2012

2013

Non-Hispanics

Hispanics

Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Internet Use” defined as any Internet Access.

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Courtesy of (Univision AZ logo) Courtesy of

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More Than Half Of Phoenix Hispanic Households Have A Desktop And/Or Laptop Computer More Than Half Of Phoenix Hispanic Households Have A Desktop And / Or Laptop Computer Technology Usage In Household

Phoenix-Metropolitan TECHNOLOGY USAGE IN HOUSEHOLD April/May 2015 PHOENIX-METROPOLITAN APRIL/MAY 2015 72.3%

70.9%

70.7%

65.7% 58.9%

55.5%

50.9% 42.3%

46.9%

39.3%

34.5% 22.9%

Basic Cellphone

Smartphone

Desktop Computer

Hispanic

Laptop Computer

Tablet Computer

E-Reader

Non-Hispanic

Source: WestTrack Market Monitor April/May 2015, WestGroup Research

Half Of Phoenix Hispanic Households Conduct Online Banking And One-Third Make Half Of Phoenix Hispanic Households Conduct Online Banking And OneRegular Purchases Online Third Make Regular Purchases Online

Online Services Usage USAGE ONLINE SERVICES Phoenix-Metropolitan PHOENIX-METROPOLITAN April/May 2015 APRIL/MAY 2015

66.4% 54.0%

48.0% 34.9%

Conducts at least some online banking

Hispanic

Shops regularly online

Non-Hispanic

Source: WestTrack Market Monitor April/May 2015, WestGroup Research

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Mobile Device Ownership By Phoenix Hispanics Has Now Surpassed Mobile Device Mobile Device OwnershipByByNon-Hispanics Phoenix Hispanics Has Now Ownership Surpassed Mobile Device Ownership By Non-Hispanics MOBILE DEVICE PENETRATION IN Phoenix PHOENIX Mobile Device Penetration in

100%

87%

90% 80%

79%

70% 60%

46%

50% 40%

41%

30%

17%

20% 10%

2010

2011

2012

2013

Non-Hispanics

2014

2015

Hispanics

Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; “Mobile Device” defined as a Tablet or Smartphone.

Courtesy of (Univision AZ logo)

Courtesy of

Since Phoenix Hispanics Have At The The Since2010, 2010, Phoenix Hispanics HaveIncreased Increased At Same Usage SameRate Rate As Non-Hispanics Non-HispanicsWith WithSocial Social Media Media Usage Social Media Penetration in Phoenix SOCIAL MEDIA PENETRATION IN PHOENIX

47% 29%

37%

62%

57%

50%

68% 67%

59%

56%

43%

23%

2010

2011

2012

2013

Non-Hispanics

2014

2015

Hispanics

Courtesy of (Univision AZ logo) Source: Hispanic Scarborough 2010-2015 Release 1, Phoenix; Source: Hispanic Scarborough 1, Phoenix; “Social “Social Media” defined as having spent 2010-2015 any time on socialRelease media websites in the past 30 days.Media” defined as having spent any time on social media websites in the Courtesy of past 30 days.

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Phoenix Online Hispanics Top Website/Apps Visited During Past Month AMONG PHOENIX HISPANIC ONLINE ADULTS 18+ (SORTED BY HISPANIC %) WEBSITE/APP VISITED (PAST MONTH)

PHOENIX HISPANIC % COMPOSITION INDEX

WEBSITE/APP VISITED (PAST MONTH)

PHOENIX HISPANIC % COMPOSITION INDEX

Google

75%

105

11. Cox

20%

Facebook

69%

113

12. MSN

19%

117

YouTube

59%

132

13. ESPN

19%

114

craigslist

47%

127

14. Google+

18%

161

Pandora

44%

168

15. Wikipedia

18%

Netflix

40%

123

16. Pinterest

17%

126

Yahoo!

36%

117

17. Bing

15%

Amazon

36%

18. Groupon

14%

eBay

25%

117

19. FOXNews

14%

10. Instagram

23%

170

20. ABCNews

13%

Source: Hispanic Scarborough Release 1 2015 (Feb14-Jan15), Phoenix, Hispanic Adults 18+; Base: Access Internet Index: % more or less likely than market’s average person

Courtesy of

Phoenix Online Hispanics Top Media Websites Visited During Past Month AMONG PHOENIX ONLINE HISPANIC ADULTS 18+ (SORTED BY HISPANIC %)

MEDIA WEBSITE VISITED (PAST MONTH) 1.

Azcentral.com/12 News online

MyFoxPhoenix.com

ABC15.com

Cox.com

AZFamily.com

Univision.com/UnivisionArizona.com

AZTV.com

TelemundoArizona.com

Power983.com (KKFR-FM)

PHOENIX HISPANIC % COMPOSITION

PHOENIX SPANISH-DOMINANT HISPANIC % COMPOSITION

21% 18% 15% 15% 13% 13% 7% 7% 5% 4% 3% 3% 2% 2% 2%

10. My45.com 11. Tricolor1035.com (KLNZ-FM) 12. KPHO.com 13. Mega1043.com (KAJM-FM) 14. Azthebeat.com (KNRJ-FM) 15. 1047kissfm.com (KZZP-FM)

7% 8% 7% 10% 5% 25% 1% 13% 3% 2% 5% 1% 0.1% 0% 3%

Source: Hispanic Scarborough 2015 Release 1 (Feb14-Jan15), Phoenix, Hispanic Adults 18+ and Span Dom Hispanic Adults 18+; Base: Access Internet

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Education Evangelist Preaches The Gospel Of Technology Jaime Casap Jaime Casap may have one of the most provocatively grandiose job titles around: Chief Education Evangelist.

Casap said he also been impressed by the students participating in the Young Entrepreneurs Academy, or YEA!, which teaches high schoolers from Phoenix Union the start-to-finish skills needed to launch and operate a small business. Casap served as a judge in last year’s regional YEA! competition. The national program trains thousands of students every year. Eighteen Phoenix Union students took part in the local YEA! program, sponsored by the Arizona Hispanic Chamber of Commerce.

Then again, he does work for Google, Inc., one of the most provocatively innovative technology companies on the planet. So, maybe his job title is a good fit. Casap’s mission is to promote the use of technology in education to students and educators around the world. It’s a big task, but Casap comes armed with big ideas. “What we need in education is iteration and innovation,” Casap says. “We need to continually iterate education in pursuit of making it a powerful, effective, and engaging learning experience.” While our nation has relied on an education model that allowed us to achieve tremendous progress over the past 150 years, Casap adds, “What we need to do now is to think about how education supports the economy that we’re facing, which is global, network-based and knowledge-based. We need a globally collaborative system. I believe technology is the catalyst to help us do that.” Casap says he is encouraged by the response he gets whenever he delivers his message to students, teachers and school administrators, as well as private industry leaders.

Phoenix Union is a predominantly Hispanic school district, and many of its students are low income or recent immigrants, factors that Casap says should never be viewed as an impediment. “I don’t believe in reality,” Casap said. “Reality is perception. Saying that we can’t do something because there is segregation or we have to solve poverty first are excuses.… The truth is that all kids have the potential to succeed if we set up the right structures.” The message Casap said he delivers to school administrators and education policymakers across the globe is that “innovation is hard work and it takes hard work to innovate.” It’s work that has to be done, said Casap, because innovation is what today’s world is demanding more and every day.

“I see lots of examples of people getting on board with that idea. I’m starting to see this in a lot of school systems in the country. I’m starting to see the empowerment of teachers and students and superintendents.” For example, Phoenix Union High School District is developing “The Phoenix Coding Academy” that will emphasize teaching programming and computer science. The academy is set to open in a building next door to Central High School in 2016.

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Photos Courtesy of Jaime Casap

In a recent interview with AZEDNEWS.com, Phoenix Union Superintendent Kent P. Scribner said, “We already have coding classes such as game development, web design, mobile app development and traditional application programming at several existing schools. Careers requiring coding and programming are exploding, and our students are underrepresented in the industry. They are the next generation of coders.”

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Phoenix Ranks 3rd In Hispanic Smartphone Penetration % OF HOUSEHOLDS WITH A SMARTPHONE

82%

HISPANIC TOTAL US

91%

DENVER

88%

DALLAS

85%

PHOENIX

85%

HOUSTON

83%

SAN FRANCISCO

83%

SACRAMENTO

83%

CHICAGO

79%

NEW YORK

78%

MIAMI

78%

LOS ANGELES

And Hispanic Smartphone Penetration in Phoenix is Higher than the Phoenix Total

Source: Local Watch Report Quarter 2 2015, The Nielsen Company; Mobile Insights, P13+, FEB2015 vs FEB2014 Courtesy of

Phoenix Hispanic Smartphone/Tablet Ownership And Usage

77%

57%

of Phoenix Hispanic HH’s own Smartphones

of Phoenix Hispanic HH’s own Tablets

INDEX- VARIOUS WAYS HISPANICS USE INTERNET/APPS ON SMARTPHONE VS TABLET DOWNLOAD/ WATCH MOVIES

WATCH ONLINE SUBSCRIPTION SERVICE (NETFLIX, ETC)

WATCH VIDEOS (YOUTUBE, ETC)

LISTEN TO RADIO (LOCAL OR INTERNET)

DOWNLOAD/ BUY MUSIC (ITUNES, ETC)

DOWNLOAD/ PLAY GAMES

SOCIAL MEDIA

INSTANT MESSAGING

Smartphone

184

165

136

135

120

118

117

114

Tablet

122

101

159

110

Source: Hispanic Scarborough 2015 Release 1 (Feb14-Jan15) Phoenix, Hispanic Adults 18+; Index: % more or less likely than market’s average person; sorted by Smartphone

Courtesy of

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Hispanics Are Super Social!

of Online Hispanic Adults 18+ are Social Media Users vs. 86% of Non-Hispanics Content shared by Hispanics is

Hispanic Consumers

Share Content

35% more likely

More Often

to be clicked on by others

Than Non-Hispanics Source: Simmons NHCS Winter 2015, Full year, Population Adults 18+; Base: “Online” defined as visited website/search engine in past 30 days; “Social Media User” defined by Simmons as visited social media websites in past 30 days, visited online sharing sites, or engaged in online social media activities (i.e. blogging) in past 30 days.

Courtesy of

Phoenix Hispanic Social Media Users

AMONG PHOENIX HISPANIC ADULTS 18+

% USE SOCIAL MEDIA APPS

TIME SPENT USING SOCIAL MEDIA PHOENIX HISPANICS % COMPOSITION

PHOENIX NON-HISPANICS % COMPOSITION

HISPANIC INDEX TO TOTAL

< 1 hour

40%

48%

117

1-2 hours

23%

28%

119

3-4 hours

13%

189

5+ hours

12%

272

TIME SPENT/AVG DAY

Source: Hispanic Scarborough 2015 Release 1(Feb14-Jan15) Phoenix, Hispanic Adults 18+; Base: Visited Social Media site past month Index: % more or less likely than market’s average person

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Hispanics Actively Use Actively Their Phones ForPhones Apps And Shopping Hispanics Use Their For Apps AndMobile Shopping Media Usage % MOBILE MEDIA USAGE %

60% 54% 39%

App Downloads

36%

Mobile Shopping

Hispanic

Non-Hispanic

Source: Nielsen, Mobile Insights, Q4 2014. Base: All Smartphone Users 2+

Courtesy of (Univision AZ logo)

Source: Nielsen, Mobile Insights, Q4 2014. Base: All Smartphone Users 2+

Netflix Usage Is Higher Among Hispanics Total US

Hispanics

Netflix (DVD/Streaming)

38%

45%

Netflix Streaming

35%

44%

Hulu Total

16%

Hulu Plus

Basic Hulu

11%

Amazon Prime Instant Video

15%

10%

Source: Nielsen, 2014 SUBSCRIPTION video-on-demand survey Courtesy of

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Tucson Has…

298,000 Hispanic Adults IN THE TUCSON DMA

249,000 Hispanic Adults

THAT ARE ONLINE

236,000 Hispanic Adults

WITH A MOBILE DEVICE

179,000 Hispanic Adults

ON SOCIAL MEDIA

79% 60%

Source: Scarborough, Tucson, 2015 Release 1 (Feb14-Jan15), Hispanics 18+ Courtesy of

For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!

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CASE STUDY

MassMutual MISSION

as reported by OYE! data include the launch of their Spanish

In early 2015, OYE! Business Intelligence partnered with

website in March as well as their partnership with ALPFA in

Fortune 100 financial institution MassMutual to compile 12

July. As of August 2015, MassMutual has experienced an

months of social media data from Hispanic consumers in the

upward trend in Hispanic online mentions with total conver-

financial industry. The goal was to use this data to build the

sation increasing month over month. Inspiring as well, are

best strategy to reach the Hispanic community as well as

OYE!’s findings that positive sentiment has increased consis-

bring more awareness of MassMutual’s extensive financial

tently for MassMutual, up to 60% in July of 2015. Overall,

education efforts among their target market. The plan was

the Hispanic community has responded very well to Mass-

to monitor publicly available online conversations via social

Mutual’s continued efforts and the brand has achieved un-

media in order to listen to what Hispanics were saying about

der 1% negative sentiment every month since measurement

the brand as well as their competitors in the industry.

began in January 2014.

APPROACH

Other valuable insights MassMutual learned through the

OYE! was used to closely monitor all relevant online conver-

data included: •

sations surrounding the MassMutual brand among Hispan-

The financial service industry’s top 5 brands that de-

ics. Among other marketing data the OYE! solution tracked

livered over 75% of share of voice among the US

were the conversation drivers, volume, and sentiment of

Hispanics in 2014 were New York Life, State Farm,

conversations. OYE! analyzed the conversations Hispanic

Allstate, MetLife and Farmers. •

consumers were already saying about the brand and helped

Brands that appeared in the top 5 had dedicated

MassMutual understand the different aspects of where their

campaigns directed at Hispanics such as Ritmo De

most useful audience segments are as well as to create cam-

Cambio from State Farm. •

paigns tailored to the identified audience. A report was

Hispanics tended to use Spanish more frequently

compiled to provide key insights to the MassMutual team on

when they generated their own social media con-

the Hispanic audience and was supported by recommenda-

tent than when responding to content published by

tions on ways to engage the consumers from OYE!.

brands or influencers in English. •

Conversation spiked throughout the year around

RESULTS

Hispanic Awareness Month and during campaigns

Based on the marketing data insights and observations that

designed to deliver Hispanic engagement such as

were found during the online listening process, OYE! was

partners with local causes and non-profits. •

able to make recommendations aimed at improving involve-

The 35-44 age group was the highest engaged

ment between the online Hispanic community and the Mass-

group in the financial services industry. Although,

Mutual brand. By using OYE! insights on a monthly basis as

male conversation was more prevalent at 56%, it

part of their overall strategy, MassMutual has grown their en-

was noted that in younger age groups, Hispanic

gagement with the Hispanic community compared to 2014.

women are more heavily engaged in the conversa-

Efforts that have driven high awareness throughout the year

tion.

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MassMutual Case Study

MassMutual above mentioning their activation with partner, ALPFA and their 2015 convention with Spanish postings.

MassMutual’s progress in the last three months in increasing Hispanic conversation.

For more information, contact Eric Diaz, Nativa Multicultural Communications Co-owner and Co-Founder of OYE! Business Intelligence at 602-277-0224

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.

www.thenativa.com www.linkedin.com/in/ediaz33

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Photos Courtesy of Oye!

MassMutual was able to drive Bilingual language for the month of July through their partnership with ALPFA.

PHOENIX, DO YOU KNOW WHO YOUR CUSTOMERS ARE?

American Indian Non-Hispanic 2% Other Non-Hispanic Asian Non-Hispanic 2% Black Non-Hispanic 4% 5%

Hispanic 31%

% Population 2015

White Non-Hispanic 56%

The Phoenix Metro area includes the counties of Pinal and Maricopa. The Hispanic population in Arizona continues to grow at historically high rates, more than tripling in the period between 1990 and 2015. In addition, the Asian population in the Phoenix area has shown significant growth of more than 140% between 2000 and 2015 and is forecasted to grow more than 20% through 2019.

Population Across Years

1,800,000 1,600,000

If you are interested in growing your business, you need to be communicating with these high-growth populations in a manner that addresses their cultures and needs directly. The Geoscape Intelligence System (GIS) can help you understand local populations within each of these segments and boost your sales and ROI quickly and easily. For a FREE test drive of the system visit: www.Geoscape.com/testdrive

1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000

For more information, contact Geoscape at 1-888-211-9353

0 2000

2010

2015

2020

Hispanic

817,021

1,235,718

1,389,987

1,543,188

Black Non-Hispanic Asian Non-Hispanic

113,185 65,557

193,497 134,415

230,244 172,384

267,065 211,310

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LANGUAGE & MEDIA

“Univision Local Media-Arizona is delighted to partner with DATOS to supply data that is critical to businesses in Arizona. As the #1 Spanish local media company we realize the importance of quality research and take pride in providing actionable insights that empowers the Arizona business community.” —Roberto Yañez, Vice President and General Manager, Univision Local Media Arizona

U.S. Now Home To Second-Largest Population Of Spanish Speakers In The World, As Advertising Dollars Aimed At Hispanics Grows Rapidly There are now more Spanish speakers in the United States than any other country in the world except Mexico, according to a 2015 study by Instituto Cervantes, a prestigious international think tank.

to Latinos requires a constant, close analysis of the market’s increasingly nuanced data trends. In Phoenix today, for instance, 81 percent of Hispanics speak at least some Spanish at home, according to Nielsen. A Hispanic Scarborough Study released earlier this year, meanwhile, found that 93 percent of Spanish-language television viewers speak Spanish at home while for 79 percent of that same group English is the preferred language outside of the home.

More than 52 million people in the U.S. are either native Spanish speakers or bilingual. That is larger than the population of Spain and Colombia, as well as all other countries in Central and South America. Only Mexico, with 121 million people, has a larger Spanish-speaking population. Instituto Cervantes further estimates that by 2050, the U.S. will be home to 138 million Spanish speakers, the largest number of Spanish speakers on earth.

Plug “New Media” in the equation and the exploding demand for digital video devices and the market’s dynamics grow even more complicated. Among the coveted 18-34 age group, Hispanics are spending more time watching digital video than any other age group among Hispanics. Those in the 18-34 age category spend about 30 percent more time watching digital video than viewers in the 50 to 64 age group.

While it’s important to note that all Spanish speakers in the United States are not of Hispanic origin (millions today are enrolled in Spanish-language classes), Spanish has become the second most spoken language in all but six U.S. states —illustrating the growing presence of Latinos in virtually region of the nation.

Traditional television watching, however, remains by far the biggest draw for Hispanics in any age group. Among 18-34 year olds, Hispanics spend about 35 minutes daily watching digital video devices, but nearly four hours watching video programming on a television screen. Older viewers spend more than five hours a day watching TV. Radio is another strong medium reaching 93% of Hispanics 6 years or older on a weekly basis, which is higher than the national average or total market in Phoenix.

The Nielsen Company reports that a growing proportion of U.S. Hispanics, 58 percent, are now bilingual, even though population growth in the Latino community is coming far more as a result of native births versus immigration. Immigration, has slowed substantially overall since the Great Recession, though the rebound in the economy has fueled a recent uptick in newcomers to the United States. To those worried about the “balkanization” or “cultural segregation” of America, fully 93 percent of Latinos speak at least some English at home, according to Pew Hispanic Research, while 26 percent of Latinos speak only English at home.

Overall, the Hispanic marketplace is quickly growing more lucrative for advertisers. Between 2013 and 2014, according to Advertising Age’s Hispanic Facts Pack, ad spending nationwide aimed at the U.S. Hispanic community grew by 12 percent.

Our evolving language landscape can make navigating the U.S. marketplace tough.

According to a report issued in April by the American Association of Hispanic Advertisers, “Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent from $4.3 billion in 2010 to $7.1 billion.”

In Arizona, for instance, the Latino population has nearly tripled in the past 25 years, according to U.S. Census figures. As a result, knowing what language to use when advertising

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The United States now has the second-largest group of Spanish speakers in the world. More than Spain, more than any other Spanish-speaking country in Latin America except Mexico, there are the 52 million people who speak Spanish in the United States. There are nearly 8 million Americans studying the Spanish language. Source: The Instituto Cervantes, 2015. eldiae.es/wp-content/uploads/2015/06/espanol_lengua-viva_20151.pdf

The Most Commonly Spoken Language Other Than English In The United States Is Spanish

Spanish French German Yupik Tagalog

Source: GIZMODO, The Most Common Languages Spoken in the U.S. After English and Spanish, 2014. gizmodo.com/the-most-common-languages-spoken-in-the-u-s-state-by-1575719698

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LANGUAGE & MEDIA CHAPTER 4 Number of Hispanics speaking English AND Spanish is increasing:

SECTION I

Number Of Hispanics Speaking English And Spanish Is Increasing P18-49

P18-49

31%

26%

Even with Hispanic Even with MORE Hispanic growth coming growth coming MORE U.S. births than from U.S.from births immigration, than immigration, per U.S. Census. per U.S. Census.

58%

54%

15%

16%

2004

2014

Only English

Bilingual

Only Spanish

Source: The Nielsen Company, 2010 and 2014 Television Universe Estimates. Based on Language Spoken by the Person (Hispanic Adults 18-49) in the home.

Spanish Language Is Here To Stay. More Than 70% Of Hispanics Will Speak Spanish At Home In 2034 Spanish-‐Language is Here to Stay More than 70% of Hispanics will speak Spanish at home

HISPANICS AGE 5+ SPEAK ANY SPANISH AT HOME

Hispanic % Share 73.2%

72.4%

72.9%

71.9%

Hispanic (Millions) 36.8

41.4

50.6

45.8

37.6

71.3%

55.4

41.3

30.7

9.4

10.7

11.8

2014

2019

2024

2029

2034

27.4

Speak Only Spanish Home Speak Only Spanish at at Home

Speak Spanish and English at Home Speak Spanish and English at Home

Source: IHS Economics. Hispanic immigration and US Economic Growth, February 2015.

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Ninety-Three Percent OfHispanics U.S. Speak Hispanics Ninety-Three Percent Of U.S. Some Level Of English At Home Speak Some Level Of English At Home Percent of all Hispanics ages 5 and older who speak…

PERCENT OF ALL HISPANICS AGES 5 AND OLDER WHO SPEAK…

26%

41%

26% English "very well"

English, but less than "very well"

No English

Only English at home

Source: Pew Research Center Tabulations of 2013 American Community Surveys (1% IPUMS). www.pewhispanic.org/2015/05/12/english-proficiency-on-the-rise-among-latinos/

Source: Pew Research Center Tabulations of 2013 American Community Surveys (1% IPUMS). http://www.pewhispanic.org/2015/05/12/english-proficiency-on-the-rise-among-latinos/

Thirty-Nine Percent Of U.S.-born Hispanics Are Bilingual Hispanic Origin

Thirty-Nine Percent Of U.S. Born Hispanics Are Bilingual % OF HISPANIC ADULTS WHO MAINLY USE ENGLISH, SPANISH OR BOTH

Nativity

% of Hispanic adults who mainly use English, Spanish or both English

NATIVITY

All Hispanics Foreign Born

Both

25% 5%

36% 60% 56%

2nd Generation

39%

42%

50%

3rd Generation or higher

76%

Puerto Rican

HISPANIC ORIGIN

38%

35%

U.S. Born

23%

42%

Mexican

41%

26%

Cuban

40%

36%

10%

51%

43%

48%

35%

63%

Source: Pew Research Center 2013 National Survey of Latinos. www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/ Source: Pew Research Center 2013 National Survey of Latinos. http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

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Dominican Salvadoran

Spanish

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81% of Hispanics In Phoenix Speak Some Spanish At Home 81% of Hispanics In Phoenix Speak Some Spanish At Home

Phoenix DMA PHOENIX DMA

19% 34%

26% 21%

Only/Mostly Spanish

English/Spanish Equally

Mosly English

English Only

2015 Nielsen Phoenix Universe Estimates, Hispanic TV Household Language Strata based on People 2+

Courtesy of

Did You Know

However,

SPANISH

ENGLISH

Of Spanish-language television viewers in PHOENIX speak Spanish inside the home.

of this group, English is their language of choice outside the home.

Hispanic Scarborough Study 2015 Release 1 (Feb14 – Jan15) , Phoenix DMA, (Base: Hispanic Adults 18+); KTVW/KFPH+/KTAZ M-Su 4a-2a cume audience

Courtesy of

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86% Percent Of Tucson Hispanics Speak Some Spanish At Home 86% of Tucson’s Hispanics Tucson DMA

Speak Some Spanish At Home

TUCSON DMA

14%

40%

31%

15% Only/Mostly Spanish

English/Spanish Equally

Mosly English

English Only

2015 Nielsen Tucson Universe Estimates, Hispanic TV Household Language Strata based on People 2+

Courtesy of

Did You Know

However,

SPANISH

ENGLISH

Of Spanish-language television viewers in TUCSON speak Spanish inside the home. Hispanic Scarborough Study 2015 Release 1 (Feb14 – Jan15) , Phoenix DMA, (Base: Hispanic Adults 18+); KTVW/KFPH+/KTAZ M-Su 4a-2a cume audience

of this group, English is their language of choice outside the home. For More Information On Southern Arizona, Refer To Datos Tucson 2015 DON’T MISS OUT!

Courtesy of

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Hispanics Aged 18-34 Spent The Most Time On Digital Video Than Any Other Age Group And Spent The Least Hispanics Aged 18-34 Spent The Most Time On Digital Video Than Any Other Age Group And Spent The Least Amount Of Time In Front Of A TV Screen Amount Of Time In Front Of A TV Screen Hispanic Daily Time Spent on Digital Video and TV Screen by Age and Year HISPANIC DAILY TIME SPENT ON DIGITAL VIDEO AND TV SCREEN BY AGE AND YEAR DIGITAL VIDEO 35 MINUTES 27 MINUTES

TV SCREEN 3 HRS 46 MINUTES

18-34

3 HRS 58 MINUTES

21 MINUTES

4 HRS 0 MINUTES

DIGITAL VIDEO

Q2 2014

26 MINUTES

Q2 2013

15 MINUTES

TV SCREEN

35-49

15 MINUTES

Q2 2012

DIGITAL VIDEO 24 MINUTES 19 MINUTES

Q2 2014

4 HRS 15 MINUTES 4 HRS 21 MINUTES

Q2 2013

4 HRS 30 MINUTES

Q2 2012

TV SCREEN 5 HRS 13 MINUTES

50-64

5 HRS 11 MINUTES

14 MINUTES

5 HRS 39 MINUTES

Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014, p6. Source: The Nielsen Company, THE CROSS-PLATFORM REPORT | Q2 2014, p6. www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/q2-2014-cross-platform-report-shifts-in-viewing.pdf

Hispanic Major-Media Ad-Spending In 2014 By Medium GROSS U.S. AD SPENDING DOLLARS IN MILLIONS U.S. ADVERTISING SPENDING IN HISPANIC MEDIA MEDIUM

PERCENT OF TOTAL

2014

2013

% CHANGE

2014

2013

$5,569

$4,769

16.8

58.7%

56.2%

1,386

1,297

6.8

14.6

15.3

252

216

16.9

2.7

2.5

7,207

6,281

14.7

75.9

74.1

Newspaper

790

779

1.4

8.3

9.2

Magazine

331

333

-0.6

3.5

3.9

Other Print

7.5

0.5

1,165

1,153

1.0

12.3

13.6

Spot Radio

435

465

-6.5

4.6

5.5

Internet

686

580

18.3

7.2

6.8

$9,493

$8,480

12.0

100.0

Network TV Spot TV Cable TV Networks Subtotal TV

Subtotal Print

TOTAL Source: AdvertisingAge, Hispanic Fact Pack, 2015.

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15 Largest Spenders in Hispanic Media COMPANIES RANKED BY U.S. MEASURED-MEDIA SPENDING

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK

MARKETER

Procter & Gamble Co.

Genomma Lab Internacional

Dish Network Corp.

McDonald’s Corp.

L’Orèal

AT&T

Deutsche Telekom (T-Mobile)

Verizon Communications

Guthy-Renker Corp.

General Motors Co.

Walmart Stores

Nissan Motor Co.

State Farm Mutual Auto Insurance Co.

Mars Inc.

Toyota Motor Corp.

2014

$ $ $ $

% CHANGE

371,599 351,961 146,599 130,954

12.0 185.0 51.3 17.6

$ 114,968 $ 109,555 $ 105,145 $ 101,964 $ 99,170 $ 98,567 $ 94,397 $ 92,503 $ 87,035 $ 85,858 $ 83,014

-6.2 -12.2 6.5 43.0 -19.3 7.9 2.4 37.5 -6.4 7.0 1.3

Source: AdvertisingAge, Hispanic Fact Pack, 2015.

GRAN PRODUCTO

Hispanic Language Preferences – Media BY MEDIA TYPE FOR AGES 18 AND UP

READING

WATCHING TV

LISTENING TO RADIO

WHEN ONLINE

38.9% 25.7 14.4 20.5 0.5

33.8% 32.3 20.0 13.4 0.5

31.8% 30.3 18.3 19.4 0.3

52.0% 21.7 11.7 14.1 0.5

RESPONSES BY PERCENT

Only in English Mostly in English, but some in Spanish Mostly in Spanish, but some in English Only in Spanish In some other language

Source: Experian Marketing Services (Experian.com/consumerinsights). Data based on Experian Marketing Services’ Simmons National Hispanic Consumer Study, Winter 2015, for the dates of Feb. 4, 2014, through March 11, 2015. Base: Hispanic adults who indicated a language preference.

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Hispanics In 2014 Spent The Most Time On Traditional TV Per Month And Spent The Least Amount Of Time Using A Multimedia Device MONTHLY TIME SPENT BY MEDIUM USERS 2+ IN HOURS: MINUTES COMPOSITE

BLACK

HISPANIC

ASIAN

Q2 14

Q2 13

Q2 14

Q2 13

Q2 14

Q2 13

142:38

146:37

206:03

206:47

117:58

121:28

83:02

86:37

14:13

12:35

12:54

9:23

9:39

8:45

9:38

9:00

Using a DVD/Blu-Ray Device

5:00

5:10

5:35

6:05

4:38

4:54

3:51

4:20

Using a Game Console

7:24

6:27

8:21

7:22

7:44

7:12

4:35