AAPI Messaging Research on the 2020 Census 1 Research Objectives - - PowerPoint PPT Presentation
AAPI Messaging Research on the 2020 Census 1 Research Objectives Objective 1: Assess attitudes of and discover potential motivations for the target audience to participate in the 2020 Census. Objective 2: Identify at least three key behavioral
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While some participants know what it is in theory, most did not know that the census is coming up in 2020
they would be less likely to encourage other members of their community to fill out the census if the question was included
communities from the 2010 Census Bureau campaign was positive, but there were some concerns of people being targeted
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GENDER
47% 53%
AGE Ethnicity Under 30
23%
30-39
21%
40-49
20% 21%
50-64
15%
65+
The survey reflects the diverse Asian American and Pacific Islander population in the country.
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Chinese Korean REGION
Northeast
20%
Midwest
12%
EDUCATION 1-11th Grade
1%
HS Graduate
14%
Some College
19% 35%
College Grad
19%
Post-Grad
South
24%
West
44%
Filipino Vietnamese Indian Japanese Pacific Islander/ Native Hawaiian Other EMPLOYMENT STATUS
Employed- Full Time
42%
Employed- Part Time
13%
Unemployed
8% 12%
Homemaker
8%
Student
16%
Retired
21% 10% 17% 10% 19% 5% 4% 14% 11%
Associate
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Have Heard About the US Census Have Not Heard Anything About That Not sure
Knowledge of 2020 Census
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Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
Not Heard Heard
Not Sure 9 11 6 11 6 11 7 6 7
Knowledge of 2020 Census
about that?
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Total Under 45 45+ First Generation Second Generation Third Generation
Not Heard Heard
Not Sure 9 9 8 9 7 8
Knowledge of 2020 Census
about that?
Almost Certain Probably About 50-50 A little likely Not at all likely Not sure
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Likelihood of Participating in the Next Census
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Darker colors indicate intensity.
Initial Completion (%)
Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
Almost Certain
Probably
About 50-50
A Little Likely
Not at All Likely
Not Sure
Call into a toll-free telephone number and provide your answers over the phone to a live operator* Call into a toll-free telephone number and provide your answers over the phone to a live operator… The Census Bureau will hire people to go door to door and ask for information if they have not yet… A form mailed to you by the government (and does not require postage to return) A form that you can complete online in your language of choice on a smartphone or computer* A form that you can complete on a smartphone or computer*
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* Indicates split sample.
you would be to use that method to complete the US Census, and 1 means you are not at all likely to use that method to complete the US
Preferred Method of Response Very Likely to Use This Method
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Preferred Method of Response % Very Likely To Use Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
A form that you can complete
computer*
A form that you can complete
choice on a smartphone or computer*
A form mailed to you by the government (and does not require postage to return)
The Census Bureau will hire people to go door to door and ask for information if they have not yet received a form from you
Call into a toll-free telephone number and provide your answers over the phone to a live operator in your language
Call into a toll-free telephone number and provide your answers over the phone to a liver operator
* Indicates split sample.
you would be to use that method to complete the US Census, and 1 means you are not at all likely to use that method to complete the US
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not at all important reason for you, and TEN means it is a very important reason for you.
Reasons to Participate in the US Census
Darker colors indicate intensity.
73 72 68 67 69 68 66 60 62 70 61 27 27 27 26 25 25 25 24 23 23 19
The census makes sure our community gets its fair share of resources My community needs recources and government services It's key to equality for all people here It's a part of being American My community needs to be counted It's my civic duty My voice needs to be heard It's legally required by the constitution It helps my family when we are all counted It's an important way to stand up for our community The census determines the political representation for our community
Very Important Important
5/DK 8 10 13 11 11 10 11 12 14 11 15
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Top Three Reasons to Participate in the US Census (% very important) Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
The census makes sure our community gets its fair share of resources
My community needs resources and government services
It’s key to equality for all people here
not at all important reason for you, and TEN means it is a very important reason for you.
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Top Three Reasons to Participate in the US Census (% very important/10) Total Under 45 45+ First Gen Second Gen Third+ Gen Concerned About Citizenship Question Not Concerned about Citizenship Question Shift Towards Likely to Complete Census
The census makes sure our community gets its fair share of resources
My community needs resources and government services
It’s key to equality for all people here
not at all important reason for you, and TEN means it is a very important reason for you.
Convincing Not Convincing 5/DK
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advertisement would be for you to participate in the US Census on a scale from 0 to 10, where ZERO means it is a not at all convincing advertisement to participate in the US Census and TEN means it is a very convincing advertisement. [USE ADVERTISEMENT THAT MATCHES LANGUAGE OF SURVEY]
2010 US Census Advertisement
Darker colors indicate intensity.
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2010 US Census Advertisement
Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
Not Convincing Convincing
5/DK 11 13 6 12 11 12 19 14 9
advertisement would be for you to participate in the US Census on a scale from 0 to 10, where ZERO means it is a not at all convincing advertisement to participate in the US Census and TEN means it is a very convincing advertisement. [USE ADVERTISEMENT THAT MATCHES LANGUAGE OF SURVEY] Darker colors indicate intensity.
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2010 US Census Advertisement
Total Under 45 45+ First Generation Second generation Third Generation Concerned about Citizenship Q Not Concerned about Citizenship Q Shift towards Likely to complete Census
Not Convincing Convincing
5/DK 11 11 11 9 15 11 10 10 8
advertisement would be for you to participate in the US Census on a scale from 0 to 10, where ZERO means it is a not at all convincing advertisement to participate in the US Census and TEN means it is a very convincing advertisement. [USE ADVERTISEMENT THAT MATCHES LANGUAGE OF SURVEY] Darker colors indicate intensity.
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*Messages split-sampled.
participate in the Census it is to you - very convincing, somewhat convincing, not too convincing, or not at all convincing {RANDOMIZE LIST}
% Very Convincing Total Chinese Indian Filipino Korean Vietnam ese Japanese Native Hawaiian & Pacific Islander Other
Family*
Family – Children Focus*
Resources*
Helped in Past*
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*Messages split-sampled.
participate in the Census it is to you - very convincing, somewhat convincing, not too convincing, or not at all convincing {RANDOMIZE LIST}
% Very Convincing
Total Under 45 45+ First Gen Second Gen Third+ Gen Concerned About Citizenship Question Not Concerned about Citizenship Question Shift Towards Likely to Complete Census
Family*
Family – Children Focus*
Resources*
Helped in Past*
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Top Tier Messages (Ranked by Very Convincing)
Very Convincing Total Convincing
[FAMILY*] Census data is critical to our families' future and the next
housing, and higher education that our families need to get a good start and be successful.
[FAMILY – CHILDREN FOCUS*] Census data is critical to our children’s future and the next generation. It helps us get the health care, transportation, schools, affordable housing, and higher education that our children need to get a good start and be successful.
[RESOURCES*] Census data is used to determine not only federal government funding for programs and services, but businesses also use it to decide where to invest and create jobs. Filling out the census makes sure that you, your family, and your community get a fair shot at those resources.
[HELPED IN PAST*] The 2010 census showed that in one major city, the Asian American community had doubled in the previous ten years. This led to a 50 million dollar increase in federal dollars for schools, hospitals, and services for
*Messages split-sampled.
participate in the Census it is to you - very convincing, somewhat convincing, not too convincing, or not at all convincing {RANDOMIZE LIST}
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Means or Placement of Advertising (% Rate 5) Total Under 45 45+ First Gen Second Gen Third+ Gen Concerned About Citizenship Question Not Concerned about Citizenship Question Shift Towards Likely to Complete Census
Mailed to your house
Television advertisement
Online advertisement
Placed in a community center
Advertisement in a major metropolitan area
Billboard
Advertisement in an ethnic newspaper
Placed in a local business shop
Placed in a house of worship
item, on a scale from 1 to 5, where FIVE means it is very likely to encourage your participation in the US Census, and ONE means that it is not at all likely to encourage participation in the US Census.
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Means or Placement of Advertising (% Rate 5) Total Chinese Indian Filipino Korean Vietnamese Japanes e Native Hawaiian & Pacific Islander Other
Mailed to your house
Television advertisement
Online advertisement
Placed in a community center
Advertisement in a major metropolitan area
Billboard
Advertisement in an ethnic newspaper
Placed in a local business shop
Placed in a house of worship
item, on a scale from 1 to 5, where FIVE means it is very likely to encourage your participation in the US Census, and ONE means that it is not at all likely to encourage participation in the US Census.
Mailed to your house Television advertisement Online advertisement Placed in a community center Advertisement in a major metropolitan newspaper Billboard Advertisement in an ethnic newspaper Placed in a local business or shop Placed in a house of worship
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item, on a scale from 1 to 5, where FIVE means it is very likely to encourage your participation in the US Census, and ONE means that it is not at all likely to encourage participation in the US Census.
Means or Placement of Advertising Very Likely to Encourage Participation
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be?
Concern in Regards to the Addition of the Citizenship Question
Darker colors indicate intensity.
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Concern About Citizenship Question
Total Chinese Indian Filipino Korean Vietnamese Japanese Native Hawaiian & Pacific Islander Other
Not Concerning Concerning
Not Sure
6 6 4 5 7 7 12 10 6
be? Darker colors indicate intensity.
Total Under 45 45+ First Generation Second Generation Third Generation
Not Concerning Concerning
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Concern About Citizenship Question
Not Sure
6 8 4 5 8 6
be? Darker colors indicate intensity.
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Preferred Method of Response % Very Likely To Use Total Under 45 45+ First Gen Second Gen Third+ Gen Concerned About Citizenship Question Not Concerned about Citizenship Question Shift Towards Likely to Complete Census
A form that you can complete
computer*
A form that you can complete
choice on a smartphone or computer*
A form mailed to you by the government (and does not require postage to return)
The Census Bureau will hire people to go door to door and ask for information if they have not yet received a form from you
Call into a toll-free telephone number and provide your answers over the phone to a live operator in your language of choice
Call into a toll-free telephone number and provide your answers over the phone to a liver operator
* Indicates split sample.
you would be to use that method to complete the US Census, and 1 means you are not at all likely to use that method to complete the US Census.
Almost Certain Probably About 50-50 A little likely Not at all likely
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Census if the citizenship question is on the census form?
Final Likelihood of Participation in Next Census
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Census if the citizenship question is on the census form?
Almost Certain Initial Almost Certain Final Probably Initial Probably Final About 50- 50 Initial About 50- 50 Final A little likely Initial A little likely Final Not at all likely Initial Not at all likely Final Not sure Initial
Initial to Final Likelihood of Participating in Next Census
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Profile of Those Who Shift Towards Likely To Participate in US Census % of Shifters % of All Men 28 47 Women 72 53 Under 45 66 54 45 and Over 34 46 Northeast 12 20 Midwest 11 12 South 29 24 West 48 44 Profile of Those Who Shift Towards Likely To Participate in US Census % of Shifters % of All Chinese 17 21 Indian 21 19 Filipino 22 17 Vietnamese 14 10 Korean 10 10 Japanese 4 5 Native Hawaiian/ Pacific Islander 5 4 Other Asians 7 14
After messaging, those who shift towards participation are more likely to be women, under 45, and Filipino Americans or Vietnamese Americans.
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Profile of Those Who Shift Towards Not Likely To Participate in US Census % Of Shifters % of All Men 35 47 Women 65 53 Under 45 67 54 45 and Over 33 46 Northeast 27 20 Midwest 8 12 South 16 24 West 49 44 Profile of Those Who Shift Towards Not Likely To Participate in US Census % of Shifters % of All Chinese 28 21 Indian 14 19 Filipino 17 17 Vietnamese 12 10 Korean 9 10 Japanese 3 5 Native Hawaiian/ Pacific Islander 4 4 Other Asians 12 14
Underscoring the importance of communicating with women and AAPIs under 45, those are the groups who also shift towards not participating in the Census. Chinese Americans are also more likely to move towards being less likely to participate in the census.
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census, and only 2/3 say they would be likely to participate.
question more likely to use the paper option.
get its fair share of resources and government services, that it is key to equality, and that completing the census will help your family.
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and would like to see the advertisement mailed to their houses.
friends and family as a source of information about the US Census.
– While Friends and Family rates highest among those under 45 years old (40% great deal of attention), those 45 and over narrowly rate English language news media (32%) higher than friends and family (28%). – For women particularly, communicating through children’s schools (30%) may be an effective avenue, the second best testing item for that group after Friends and family (36%).
important to ensuring fair and accurate representation in 2020.
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