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Explore findings from a statewide survey addressing Census participation barriers in New Mexico, with insights on demographics, preferred information channels, and key messaging themes for effective outreach.
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Challenges Facing New Mexico • In 2010, 73.8% of the states households mailed back their 2010 census questionnaire, requiring more costly and difficult in-person follow up to enumerate the remaining 26.2%. • Based on the latest census estimates, approx. 43% of New Mexico's current population (or 888,033 people) live in hard-to-count neighborhoods (see map on next slide). • This research is therefore a vital resource to help overcome these obstacles in a Census count year that will be vital to New Mexico.
Survey Methodology/Specifications • Statewide survey of 960 completed surveys with the following oversamples : • 422 Latino respondents / 100 Native American respondents • 364 respondents who are renting their home or apartment • 256 parents of children between the ages of 0-10 • 450 respondents from rural New Mexico • Respondents all confirmed that they fill out important paperwork for their households to ensure we were talking with the right people in the household • Survey design is 50/50 telephone (landline and cell) and web-interviews (allow for creative tests) • The survey was available in English or Spanish based on respondents discretion
Major Findings Projected Participation and Knowledge Levels
Projected Participation in Census • While a majority (75%) of New Mexico residents indicate that they are very likely to submit a Census form this year, there is a smaller percentage among sub-groups who have historically been undercounted in the state. • Hispanic respondents (71%) • Native American respondents (65%) • Parents of children aged 0-5 (65%)/ children aged 0-10 (71%) • Renting Population (65%) • This provides an early assessment of where outreach is needed most, and these numbers should be evaluated in the context of social desirability bias.
Providing Information Works! • After learning a bit more about the Census during our conversation today, how likely is it that you will participate in the 2020 Census (Final Question)? • Overall we see a significant increase to 95%: • 94% Parents of Young Children • 93% Among Hispanic New Mexicans • 91% Among Native Americans • 94% Among Renters
Why Are You Not Planning to Participate? Question asked of respondents who provided a no or unsure response to participation question
Why Are You Not Planning to Participate by Sub-group? Question asked of respondents who provided a no or unsure response to participation question
Knowledge Levels of Census Submission Process in 2020 As far as you know, can you submit the Census form in 2020…….
Message Themes/Messages and Messengers The survey tested several sources of information, themes for messaging and actual messages, and messengers to motivate participation in the 2020 Census
Trusted Messengers in New Mexico Would you be more likely to to participate if ( ) supported a Census outreach campaign?
Preferred Submission Approach/Information Delivery The majority of New Mexicans prefer information about the Census as well as submitting their Census form in the mail. Movement toward Web-submission will require effort.
Preferred Approach For Submitting Census Information in 2020
Access to Web/Use of Community On-Line Participation Centers? • 14% of respondents who did not report feeling comfortable providing their information on-line do not have access to the web at home or at work. • Only 45% of this same sub-sample indicated interest in using a computer at a local school, library, or mobile Census center to submit their information.
Where Would you Like to See Information Regarding Census 2020? • Information Mailed to Home/Office - 86% • Email me the Information - 64% • Local Television Stations - 65% • Local Newspapers - 64% • Radio - 57% • Social Media - 42% • Flyers or Pamphlets - 49% • Direct Contact: In-person (47%), Text (45%) Phone Call (36%)
Culturally Grounded Engagement is Key The survey includes content aimed at ensuring outreach to the state’s Native American and Hispanic communities is data-driven and culturally competent.
Identification Terminology for Native American and Hispanic Residents
Messages To Persuade the Native American Community to Participate The generational message was particularly powerful for women and younger Native American respondents
Messages To Persuade the Hispanic Community to Participate The security focused message was particularly effective among Hispanic immigrants (74%), 65+ (77%), and those who live North of Abq. (75%)
Hispanic’s Trust in the Census to Protect Their Information Census Bureau workers are sworn to a lifetime oath to keep your personal information private and are often native New Mexicans recruited by the Census to help our community submit their form.
Hispanic Census Participation With Removal of Citizenship Question As you may have heard, the recent US Supreme Court decision has officially removed the citizenship question from the 2020 census form. Does knowing that citizenship will not be asked on the 2020 census makes me more likely to fill out the form this year t
Creative Testing for Web Interviews We were able to test some marketing advertisements that Media Desk created in the survey for on-line participants.
Images for Hispanic Engagement You are likely to see a lot of advertisements about the census encouraging you to fill out the form. Which one of the following advertisements do you feel would most persuade you to fill out your census form?
Images for Family Engagement You are likely to see a lot of advertisements about the census encouraging you to fill out the form. Which one of the following advertisements do you feel would most persuade you to include your children on your census form?
Questions or Suggestions? • Thank you for your support with the project. • gabriel.sanchez@latinodecisions.com
