Hispanics as Likely as the General Population to Recognize the Importance in Partaking in the 2010 Census; 9 in 10 See Participation as a Duty

Hispanics More Likely to Trust their Personal Information Will Not Be Shared

Friday, May 28, 2010

New York, NY – As the Census Bureau prepares to send Census takers knocking on doors in communities across the country, a new Ipsos-Telemundo telephone poll shows that Hispanics share similar attitudes toward participating in the Census as the general population. At least nine in ten from both populations agree that it is important not only for their community that everyone takes part (92% of Hispanics, 94% of the general public), but also for everyone across the nation to be counted (94% of Hispanics, 93% of the general public).

Similarly, 95% of Hispanics and 94% of the general public agree that they their families intend to be counted in the 2010 Census, and many have likely done so already. Perhaps this intention to partake is driven by their sense of obligation, as 93% of both Hispanics and the general population feel that it is their duty to participate.

However, differences between these two groups do emerge when it comes to trusting that their personal information collected during the 2010 Census will not be shared with other government organizations. Three quarters of Hispanics polled (76%) are confident that their information will remain confidential compared with just two thirds of the general population (67%). This gap is even more pronounced when compared with Spanish-dominant Hispanics, who are even more likely to believe that their information will not be shared (83%).

Few Unaware of 2010 Census

Nearly nine in ten Hispanics (89%) have heard of the Census, including 70% who say that they know at least a little about it and 8% who volunteered that they had already received their Census forms. This level of familiarity is consistent with the March findings, when 74% said that they knew at least a little bit about the Census.

This most recent poll shows that 33% report knowing a lot about the Census, up three points from March (30%) and up 14 points since February (19%). However, 10% of Hispanics still report that they have never heard of the Census, much like in March when 9% said the same.

Compared to the general public, Hispanics’ familiarity levels are a bit lower, as 76% of the public at large report that they know at least a little about the Census, including 35% who know a lot about it. Additionally, 11% noted that they had already received their Census questionnaire. Just 5% report that they have never heard of the Census, half that of the Hispanic population.

These are some of the findings of two parallel Ipsos polls. The findings among Hispanics are based on an Ipsos-Telemundo poll conducted from April 1 – May 3, 2010 with a nationally representative sample of 504 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 among the U.S. population at large are based on an Ipsos poll conducted April 12-17, 2010 with a nationally representative, randomly selected sample of exactly 1,002 adults aged 18 and older across the United States interviewed via Ipsos’ U.S. Express Telephone Omnibus. With a sample of that size, the results are considered accurate within 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult population in the U.S. been polled. 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 as Likely as the General Population to Recognize the Importance in Partaking in the 2010 Census; 
9 in 10 See Participation as a Duty

Downloads PDF

Press Release


Elen Alexov
Director, Marketing Services,
North America