1. Communicating with
Hispanics in Colorado
Abraham Morales
Associate & Multicultural Specialist

2. The New American Reality
Today we will discuss five questions:
• Who is Hispanic?
• Where are they and how many?
• What are some future trends?
• What are some of the attitudes and towards health care?
• How do they use media?
And also answer questions you
might have

3. Who is Hispanic?
Well, it depends who you ask.

4. Who is Hispanic?
Hispanic as ethnicity
• Diversity among Hispanics

5. Who is Hispanic?
Hispanics and race
Source: U.S. Census

6. Who is Hispanic?
Different names, different meanings
Hispanic
Latino
Chicano
Mexican American
American Mexican
Spanish American
Latin American

7. Who is Hispanic?
Different levels and different meanings
Acculturation
Assimilation
Integration

8. Who is Hispanic?
Language preference
18%
Spanish dominant or
bilingual
7% English dominant
75%
Speak only English
Source: Pew Research Center

9. Who is Hispanic?
Identify by..
24% By country of
origin first
49% Use Latino or
Hispanic
26%
Call themselves
American first
Source: Pew Research Center

10. Who is Hispanic?
BOTTOM LINE

11. Who is Hispanic?
POP QUIZ
From the following list, who do you think is Latino?
A) Only Christina
B) Lynda, Knowshon and Christina
C) All but Mitt Romney
D) All of them
E) I have no idea / none

12. Who is Hispanic?
Clue #1
There are two approaches to define
Hispanic or Latino:
• An ethnic group that traces its
roots to 20 Spanish-speaking
nations from Latin America and
Spain itself (but not Portugal or
Brazil).
• Simpler approach. Anyone who
says they are.
U.S. Census uses second approach to count.

13. Clue #2
There is no wrong answer
Who is Hispanic?
POP QUIZ
From the following list, who do you think is Latino?
A) Only Christina
B) Lynda, Knowshon and Christina
C) All but Mitt Romney
D) All of them
E) I have no idea / none

14. Who is Hispanic?
Finding common patterns
• Diverse community with majority of mestizo
ancestry
• Latino person could be by place or origin,
language spoken or by identity with culture
and traditions
• Majority would speak primarily Spanish or
be bilingual
• Different levels of acculturation and
integration
• Would follow own traditions and have
different cultural views
• Most of them will trace their roots to Mexico

15. Where are they
and how many?

16. Where are they and how many?
U.S. Census 2010: 50 million Latinos
Account for more than half of nation’s
growth in past decade
20 percent of Coloradans, or 1 million,
are Latinos
Colorado had a 41 percent increase of
Hispanic population
Growth in Colorado: 43rd compared to the
national growth
Source: U.S. Census 2010

17. Most Hispanics in Colorado trace
their roots to Mexico
Mexican • 74 percent
Puerto Rican • 2.2 percent
Salvadoran • 1.2 percent
Cuban, Peruvian,
Colombian, • Less than 1 percent each
Honduran
• 20 percent
Other
• 8 percent Spanish American
Source: U.S. Census 2010

18. Where are they and how many?
• Most Mexican Americans in Colorado trace
their roots to state of Chihuahua.
• A great majority come from rural, small
agricultural communities.
The Chihuahua •Often have a low level of education.
factor
• Character traits:
• Great sense of regionalism
• Trusting
• Noble
• Loyal (friendships, family, brands, institutions)
Sources: State of Chihuahua, Mexican Consulate in Denver

19. Hispanics by city in Colorado
By Hispanic Population
City Population Percentage
Denver 190,965 31.8%
Aurora 93,263 28.7%
Colorado Springs 66,866 16.1%
Pueblo 53,098 49.8%
Thornton 37,602 31.7%
Greeley 33,440 36.0%
Lakewood 31,467 22.0%
Westminster 22,006 20.7%
Commerce City 21,509 46.8%
Longmont 21,191 24.6%
Source: US Census 2010

20. POP QUIZ
What city has the largest percentage of Hispanics
in the Denver Metro Area?
City Share A) Aurora
Federal Heights 47.6%
B) Commerce City
Commerce City 46.8%
Glendale 32.3% C) Highlands Ranch
Denver 31.8% D) Denver
Thornton 31.7% E) I have no idea /
Northglenn 30.6%
none of the above
Aurora 28.7%
Lakewood 22.0%
Wheat Ridge 20.9%
Westminster 20.7%
Englewood 18%
Arvada 13.7%
Littleton 12.4%
Broomfield 11.1%

21. What are some
future trends?

22. What are some future trends?
On average, Hispanics are younger.
Median age: 27 vs. 42 for non-Hispanics
Foreign-born Hispanics
are younger than native-born
In the last decade, most of the population growth
among Hispanics resulted from births (7.2 million)
Third-generation Hispanics will continue to speak
Spanish in large numbers
Source: Pew Research Center

23. What are some future trends?
Are Hispanics speaking more English?
Yes
Does that mean that Spanish will be
spoken less?
Not necessarily. Bilingualism will
continue to grow.
Source: Pew Research Center

24. What are some future trends?
Projection
By 2050: 120 million
Hispanics in the U.S.
Source: Pew Research Center

25. What are some of the
attitudes towards
health care?

26. Health Issues
• Common health issues:
• Cancer
• Heart disease
• Health disparities:
• Diabetes and obesity affect Hispanics at higher rates
• Significantly higher rates of hospital readmissions for short-
term complications due to diabetes

27. Attitude Towards Health Care
• Hispanics are less likely to see a doctor, receive annual physical exams
or see other professional health providers
o More than one-fourth of Hispanic adults in the United States lack a usual
health care provider
o Language barrier
o Cultural reasons: Trust issues, myths about doctors not listening, perception
that visits are too fast, fear of receiving bad news
o Latinos are also more likely to ask for opinion from others about possible
cause of health issues and remedies, and use a combination of homemade
remedies such teas, with prescription medication

28. Attitude Towards Health Care
• Prevention:
o Latino and African American men go less to see the doctor for
primary care. For Latinos, this could be related to the culture of
machismo.
o Hispanics lack a preventive culture – often won’t go to see a doctor
until the issue becomes serious.
o A 2010 study on Latinas found that 70% of them (even having health
insurance) delay doctor appointments, due to:
oOpting for alternative therapies
oPrevious experience with discrimination in a clinical setting
oPreference for doctors of their own race who "speak their
language"

29. Attitude Towards Health Care
• Hispanic women make most health care decisions for their
families, but never alone. They have a strong level of influence
in their extended family and friends and at the same time are
influenced by same people
• Spanish-speaking parents would rely greatly in their children
not only for translation or interpretation but also for help with
medical directions and to navigate the health care system, and
when it comes to making decisions for selecting a service or
business

30. Attitude Towards Health Care
• Among Latinos who have received health care in the past year, 78
percent rate that care as good or excellent.
o One in four said poor: those who believed that the quality of their medical care was poor
attribute it to their financial limitations (31 percent), their race or ethnicity (29 percent), or
the way they speak English or their accent (23 percent).
• 71 percent received information from a doctor in the past year, with
equal proportion report obtaining health information through their
social networks, including family, friends, churches, and community
groups.
o 83 percent from some branch of the media, with television being dominant
o 79 percent say they are acting on this information.
Source: Hispanics and Health Care in the United States: Access, Information and Knowledge Hispanics and health care (July-September,
2007 Survey of 4,013 Hispanic adults by Pew Hispanic Center/RWJF)

31. Attitude Towards Health Care
Case Studies
• Food and diet
• Home health care workers
• Latinas and domestic violence

32. Attitude Towards Health Care
Access: 2008
“While the percentage of Americans without health insurance has increased
in the past two decades, the percentage of uninsured non-Hispanic adults
has held relatively steady since 1983, while the percentage of uninsured
Hispanic adults has increased. Changes that improved or maintained
insurance rates among non-Hispanics did not have the same effect on
Hispanics.”
- Hispanics and Health Insurance Coverage: The Rising Disparity (Medical Care, publication of the
American Public Health Association , October 2008)

33. Attitude Towards Health Care
Activation: 2011
Average patient activation scores…Both Hispanics and blacks had
significantly lower average scores than whites. Furthermore,
Hispanics’ scores were significantly below those of blacks.
Only 24.8 percent of Hispanics were at the highest level of activation
(level 4), compared to 45.3 percent of whites and 39.5 percent of
blacks.
- Raising Low ‘Patient Activation’ Rates Among Hispanic Immigrants May Equal Expanded
Coverage In Reducing Access Disparities (Health Affairs October, 2011)

34. Media use and
media outlets in
Denver Metro Area

35. Media use
Internet
• 30 million U.S. Hispanics online
• 2.3 million are using Facebook in Spanish
• 8.1 million are using Twitter
• 50 percent of Hispanics don’t have access to Internet (vs. 26 percent white)
• 61.1 percent of Denver-area Hispanics access the Internet (but not necessarily
using a home computer and broadband connection)
Cellphone
• Higher use of cellphones and smartphones
• 83 percent send and receive TXT MSGS (vs. 70 percent white)
• 75 percent of Denver-area Hispanics own a cell phone
• Subscribe to paid services to receive TXT about different topics are
popular
Sources: Scarborough Research, Pew Research Center, U.S. Department of Commerce.

36. Media use
Television
• Spend an average of 17.3 hours per week
watching Spanish-language TV
• And 11.6 hours watching English-language TV
Radio
• Unique aspect of Spanish-language radio is the
time spent listening
• Many often listen to radio all workday
• Spend 12 hours individually, 26-30 hours as
family, per week
Source: Scarborough Research.

37. Media use
Print
• Newsprint is valued as an important way to receive information
• Spend 1.2 hours a week reading newspaper in Spanish and 2
hours in English
Direct mail
• 3.5 times more likely to respond to direct mail solicitation
• 72 percent say they always read their mail, including direct marketing
• Spanish-speaking Hispanics are even more likely to respond to direct mail,
at 70 percent
• 75 percent of Hispanic adults have made a purchase through direct mail
Source: Scarborough Research.

38. Media use
Bottom Line
• Are less likely to have broadband connection
at home.
• More active at text messaging and use
cellphone more to connect to Internet.
• Watch TV longer than average.
• Listen to radio longer during the day.
• Value newsprint to receive information.
• Love junk mail.
Source: Scarborough Research.

39. Media outlets in Denver Area
News/Community
Electronic media 15% of DMA Entertainment
issues
5 TV stations:
TV: 2 stations with
(telenovelas,
newscast twice a
sports, gossip
day, 1 with
shows, contests,
evening news
national news,
briefs
Entertainment reality shows)
and 242,272 Hispanic
news/community households
issues Radio: 4 relevant
6 Radio stations:
radio shows
(music, talk
presenting or
shows, blocks of
commenting on
paid
news and
programming)
community issues
Source: Scarborough Research.

40. Media outlets in Denver Area
Newspapers
• How many Hispanic newspapers?
• 10 Spanish or bilingual.
• Total circulation of all Hispanic newspapers:
more than 200,000.
• Most of them offer local coverage.

41. ¡Gracias!
Any questions or comments?

42. Abraham Morales Benjamin Kupersmit
770 Sherman Street • Denver, CO 80203 1752 Franklin St. Ste. 4 • Denver, CO 80218
303.892.9100 x29 303.378.5856
abraham@publicpersuasion.com benjamin@kupersmitresearch.com
www.PublicPersuasion.com
www.Kupersmitresearch.com
twitter.com/abraham1morales
linkedin.com/in/abrahammorales