ThinkNow Culture Brief 2020
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We surveyed a representative sample of American adults to understand how Hispanics, Asian Americans, and African Americans prefer to identify among peers and in marketing and media.
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ThinkNow Culture Brief 2020
- 1. 1 Culture Report Brief October 2020
- 2. ThinkNow conducted a nationwide online survey among Hispanics, African- Americans and Asian-Americans 18 to 64 years of age to understand how they prefer to identify themselves among peers and in marketing and media. Background/Methodology Survey Method Field Timing 303 Hispanics Base Size › Online via ThinkNow Research’s Omnibus Study › July 2020 Methodology Regional Coverage › National Screening Criteria › 18 to 64 years of age Base Size › n=1,010 Hispanics n=501 African American n=255 Asians n=254
- 3. 35% 31% 35% 36% 38% 43% 28% 25% 26% 26% 30% 26% 14% 24% 16% 13% 9% 10% 7% 10% 8% 8% 6% 7% 5% 4% 6% 8% 5% 4% 5% 3% 4% 4% 7% 4% 3% 3% 4% 2% 2% 2% 4% 2% 4% 4% 3% 3% When other non-Hispanics ask what race/ethnicity you are When other Hispanics ask what race/ethnicity you are When describing yourself in a casual setting (social gathering) When describing yourself in a professional setting (job, interview, etc.) To use when describing or naming all people of Spanish or Latin American heritage in the US For the media/companies/brands to use when describing/naming all people of Spanish or Latin American heritage in the US Hispanics (N=501) The terms “Hispanic” and “Latino/Latina” are preferred by the majority of US Latinos across different scenarios – in particular, when they or others (i.e. media, companies) refer to this population as a whole. Preferred Names for Various Scenarios Hispanics Hispanic Latino(a) My country of origin My country of origin + American American Latinx Chicano(a) Does not matter • Latinos are most likely to use their country of origin (i.e. Cuban, Mexican) when other Hispanics ask what race/ethnicity they are.
- 4. 43% 39% 38% 33% 38% 43% 43% 49% 9% 9% 9% 9% 4% 4% 5% 4% 1% 1% 1% 2% 5% 5% 4% 3% That others use to describe you, personally That others use to describe all people of your race/ethnicity To use when describing or naming all people of people of your race/ethnicity For the media/companies/brands to use when describing/naming African-American (N=255) In most situations, African-Americans are evenly split on their preference for “Black” and “African-American.” Black African-American American Person of Color Other Does not matter • When it comes to the media or companies/brands referring to them as a group, however, preference is stronger for “African-Americans”. Preferred Names for Various Scenarios African-Americans
- 5. 38% 34% 32% 31% 36% 33% 34% 34% 8% 9% 8% 8% 7% 14% 12% 17% 5% 5% 9% 7% 2% 1% 3% 1% 4% 4% 3% 3% For the media/companies/brands to use when describing/naming That others use to describe all people of your race/ethnicity That others use to describe you, personally To use when describing or naming all people of your race/ethnicity Asians (N=254) Asians are evenly split on “Asian-Americans” and “Asians.” Asian-American Asian My country of origin + American My Country of Origin American Does not matter Other Preferred Names for Various Scenarios Asian-Americans • When describing all of people of their race/ethnicity, 1-in-4 prefer their country of origin (i.e. Japanese, Chinese), or country of origin + American.
- 6. Participant Profile 300 Total Sample Total Market Hispanics African- Americans Asians Base size (1525) (501) (255) (254) Female 50% 51% 47% 47% Male 50% 48% 51% 53% Age 18-38 46% 57% 50% 52% 39-54 34% 31% 32% 31% 55+ 20% 12% 18% 16% Region Northeast 18% 14% 17% 21% Midwest 21% 9% 17% 12% South 37% 37% 57% 23% West 24% 40% 9% 44% Marital Status Single (Net) 29% 34% 43% 38% Married or living with partner (Net) 59% 57% 37% 58% Education High School Grad or Less (Net) 22% 31% 29% 12% Some College (Net) 29% 34% 36% 22% College Grad or More (Net) 48% 34% 34% 66% Employment & Income Employed (Net) 69% 66% 66% 63% Annual Household Income - Median $59K $47K $39K $80K Acculturation Level (HispanicsOnly) Less Acculturated - 23% - - Bicultural - 51% - - More Acculturated - 26% - -