Hispanics Are Increasingly Motivated about the 2010 Census with 91% Intending to Participate

Thursday, March 18, 2010

New York, NY – In the newest Ipsos-Telemundo telephone poll, which explores the knowledge and opinions of Hispanics about the 2010 U.S. Census, 91% of those surveyed say they intend to be counted in the 2010 Census. This represents a seven-point increase since the previous Ipsos-Telemundo Poll released in January in which 84% reported their intent to be counted.

The Perceived Importance of the Census Increases among Hispanics…

The new poll conducted throughout the month of February provides other indicators that Hispanics living in the United States are increasingly sensitized about the importance of the 2010 Census.

  • 93% agree that it is important that everyone living in the U.S. is counted in the 2010 Census (up five percentage points since the previous survey) – including 78% who completely agree.
  • 93% also agree that it is important for their community that everyone takes part in the census (up seven points).
  • 89% agree that it is their duty to do so (up eight points) – including 70% who completely agree.

… As Does Confidence about Census Data Confidentiality

More Hispanics are also confident that personal information collected in the 2010 Census will not be shared with other government organizations. The proportion of those who hold this opinion is now close to two thirds (63%), representing a six percentage point increase since the previous measurement.

  • Those who prefer to watch Television in Spanish are more likely than those who prefer to watch television in English to completely agree they are confident that personal information will not be shared (49% and 36%, comparatively).
  • In reverse, a greater percentage of those who prefer to watch television in English disagree (32% vs. 22%).

… and Familiarity

The new survey also shows that familiarity with the census among Hispanics keeps growing as 61% know at least a little about it (up nine points since the last survey), including 19% who say they know lot about it (up six points).

These are some of the findings of an Ipsos-Telemundo poll conducted from February 1 to February 28, 2010 with a nationally representative sample of 500 Hispanics aged 18 and older, interviewed by telephone via Ipsos’ U.S. Hispanic Omnibus. With a sample of this size, the results are considered accurate within 4.4 percentage points, 19 times out of 20, of what they would have been had the entire adult population of Hispanics in the U.S. been polled.

The findings of the previous poll used for comparisons are based on an Ipsos-Telemundo poll conducted November 19, 2009 to January 10, 2010 with a nationally representative sample of 530 Hispanics aged 18 and older, also interviewed by telephone via Ipsos’ U.S. Hispanic Omnibus. All differences between the two polls mentioned in this document are statistically significant at a 95% level.

All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. These data were weighted to ensure that the sample's composition reflects that of the actual U.S. population according to U.S. Census figures. In both polls, respondents had the option to be interviewed in English or Spanish.

For more information on this news release, please contact:
Julio C Franco
Senior Research Manager
Ipsos Public Affairs
New York, NY

About Telemundo

Telemundo Communications Group ("Telemundo"), a division of NBC Universal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multi-platform portfolio to U.S. Hispanics and audiences around the world. Telemundo's multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events reaching 93% of U.S. Hispanic viewers in 210 markets through its 15 owned-and-operated stations, 45 broadcast affiliates, and 800 cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S. reaching over 30 million U.S. TV households nationwide on digital and analog cable, satellite and free television; Telemundo Digital Media, which leverages Telemundo's original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com ; and Telemundo Internacional, the company's international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals that helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world. Member companies assess market potential and interpret market trends to develop and test emergent or existing products or services, and build brands. They also test advertising and study audience responses to various media, and measure public opinion around the globe. They help clients create long-term relationships with their customers, stakeholders or other constituencies. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting and offers a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of €943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Hispanics Are Increasingly Motivated about the 2010 Census with 91% Intending to Participate


Elen Alexov
Director, Marketing Services,
North America