NATIONAL COVID-19 RESILIENCY NETWORKPreparedNationalby COVID-19 Resiliency Network (NCRN) AUDIENCEHISPANIC/LATINOPROFILE
Hispanics/Latinos represent nearly 20% of the U.S. total population, and, according to the 2019 U.S. Census Bureau,1 that number is expected to continue to increase by 2030.2
The Hispanic/Latino population in the United States comes from different Spanish-speaking countries. Therefore, depending on the country of origin, their traditions, language (regionalities or slang), beliefs, education, and acculturation level may vary.7
However, Hispanics/Latinos in the United States have been disproportionately affected by many diseases and chronic illnesses, most recently by COVID-19.3 Hispanics/Latinos often face homelessness, poverty, lack of employment opportunities, and increased incarceration rates.4 In the case of Latino immigrants, many are not seeking medical services because they fear deportation.5 All of these factors can contribute to an increase in COVID-19 rates. Additionally, the stigma associated with COVID-19 is a cause for not seeking testing or vaccination6 in some Latino communities. Lack of insurance coverage, lack of culturally responsive healthcare, and lack of familiarity with U.S. health systems significantly impact Latinos’ healthcare access and prevention/treatment needs.
Profile Summary
Hispanics/Latinos heavily rely on social media, mainly via mobile devices, for COVID-19 information.8 A lot of the information they are seeking is in Spanish, as more than 75% of Hispanic households speak Spanish at home.9 The traditional media category with the highest reach among this population continues to be radio, closely followed by TV, with online music streaming services and YouTube being heavily used digital platforms. 18.7% Hispanics/Latinos make up 18.7% (71,781) of COVID-19 deaths.3 28.9% Nearly 30% of COVID-19 diagnoses (4,734,945) are among Hispanics/Latinos.3 60.5M Hispanics/Latinos make up 18.4% of the nation’s total population.1 States with the Hispanic/Latino
10
10
highest
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
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Key concepts and themes that tend to be true for Hispanics/Latinos in the United States despite their background include the importance of family and community (familismo), love for food and spending quality time with friends and loved ones, shared respect for authority figures, and faith, among other things.
population:1 + California + Texas + Florida + New York + Arizona + Illinois + New Jersey + Colorado + Georgia + New Mexico NCRN Hispanic/Latino Migrant WorkersPage 2
In addition to the inequities Hispanics/Latinos face in income, healthcare access, and access to food, they have been highly exposed to the virus in part due to their roles as essential workers. According to a report from the Urban Institute, more than half of all Black (51%), Hispanic/Latino (53%), and Native American (51%) workers hold essential and nonessential jobs that must be done onsite in close proximity with others. Hispanic/Latina women have been hit especially hard by the COVID-19 pandemic. Latinas are far more likely than other groups to find it difficult to afford necessities like food (36%) and are also far more likely to seek food donations from shelters and food banks (38%). While the pandemic caused employment levels to decline among various groups, Latinas are more likely to have suffered a decrease in household income due to COVID-19.
Hispanics/Latinos in the United States have been disproportionately affected by COVID-19. Nearly 30% of COVID-19 cases in the United States are among Hispanics/Latinos, and nearly 20% of COVID-19 deaths have been among this population.10 In fact, Hispanics/Latinos, as well as other communities of color, experienced higher rates of COVID-19 hospitalizations than non-Hispanic/Latino whites, with Hispanics/Latinos experiencing the highest rates across ethnic groups.11 As of May 2021, 30% of all the diagnoses have been Hispanics/Latinos, and of everyone in the United States who has died from the virus, 18.7% have been Hispanic/Latino. In California, Hispanics/Latinos accounted for 61% of COVID-19 cases and 49% of COVID-19 deaths. In Florida, Hispanics/Latinos accounted for 41% of both cases and deaths from COVID-19. In Texas, Hispanics/Latinos accounted for 35.9% of COVID-19 cases and 46.5% of COVID-19 confirmed deaths. Many states have also been experiencing COVID-19 case disparities among Hispanics/Latinos.3
COVID-19 Impact on Hispanics/Latinos
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TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
+ Recent evidence shows there is a generational divide among Hispanic/Latino adults when it comes to vaccine hesitancy.
+ Hispanics/Latinos believe that if they need to get a COVID-19 test, they could do so with no problem.
+ Most Hispanic/Latino focus group participants indicated they have received a COVID-19 test; however, findings show low perceived susceptibility.
While 8 in 10 Hispanic/Latino adults ages 50 or older say they will either “definitely” (44%) or “probably” (36%) get the COVID-19 vaccine, two-thirds of Hispanics/Latinos under 50 say the same. The largest proportion of younger Hispanic/Latino adults would prefer to “wait and see” (45%) before getting the COVID-19 vaccine.
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
+ There is a mix of trust and distrust in science when it comes to the COVID-19 vaccines, with many believing that the vaccines were rushed and not fully studied.
+ Religion or spiritual beliefs play a role in vaccine hesitancy for some Hispanic/Latino groups. A March poll from the Pew Research Center showed that 33% of Hispanics/Latinos who identify as Protestant across the country say they definitely or probably will not get the vaccine.14 Additionally, Latin American Christian leaders and communities have helped spread and fuel theories about a chip being inserted with the vaccine and people receiving the mark of the beast, using references in Scripture.15
+ Nearly half of Hispanic/Latino participants indicated planning to get the COVID-19 vaccine. There is a belief among those not willing to get a vaccine that the vaccine causes negative consequences. For example, some believe the vaccines can change people’s DNA or that the vaccines were rushed and can cause harm.
COVID-19 Perceptions12
+ Providing free testing, anonymity, and geographic accessibility of viral testing (with hundreds of testing sites and mobile testing units) significantly increases the likelihood that people will get tested.
In addition, many got tested because it was required for travel or by their employer and others because they experienced COVID-19 symptoms or had plans to visit elderly relatives.
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+ Hispanic/Latino participants also reported exposure to misinformation and conspiracy theories through social media platforms and messaging apps.
+ Though they can find a test, some are less willing to test due to immigration status and a desire to avoid the health system and medical racism.13
+ Compared with non-Hispanics, Latinos are 57% more likely to use social media as a primary source of information about COVID-19.9
+ Promotoras and Community Health Workers (CHWs). Many research studies show that promotoras and CHWs can effectively reach and influence behavior for the Hispanic/Latino community and can be especially helpful engaging underserved communities. Promotoras and CHWs are links between communities and health and social service providers. They are community members that act as helpers and liaisons to meaningful information and resources for their neighbors and neighborhoods. Because they share the same language, culture, ethnicity, status, and experiences of their communities, they are trusted within their community and are considered strong influencers.16
Trusted Sources and Influencers
Churches and faith leaders. A significant number of Hispanics/Latinos in the United States have close ties with their community churches. Churches and religious communities are considered a powerful resource and support system to improve health, particularly for Hispanic/Latina women.18
Health Behavior and Information Seeking
+ Friends and family members. Hispanics/Latinos tend to seek information and advice from family members and loved ones first, as many important decisions are made collectively as a family. Older Hispanics/Latinos (specifically parents and grandparents) play a vital role in their multigenerational households. Their opinions and views are held in high esteem by other family members. They are often the main decision makers in the home, exerting a heavy influence on behaviors and media consumption.17
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+ Public figures and/or celebrities. Hispanic/Latino reporters, television hosts, celebrities, and public officials also serve as influencers for the community and can serve as agents of behavior change.
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
+ For Hispanics/Latinos, who are heavily employed in essential and service jobs (e.g., frontline workers in transit systems, hospitals, hotels, and agricultural industries), the smartphone became among the most important ways to connect with content and news while at work (98% of U.S. Hispanics/Latinos own a smartphone).9
+ Community-based organizations. These organizations are closely related to families in the community and are seen as credible and trusted sources of information.19
+ Eighty-six percent of Hispanics/Latinos say that having factual information about COVID-19 is a concern.9
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Familismo refers to the central role and importance that family and family structure play in the life of Hispanic/Latino individuals. This concept is often reflected in Hispanic/Latino media and entertainment (movies, novelas [soap operas], folk stories, and campaigns).
Considerations for Messaging
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
+ Natural or home remedies (also known as traditional or alternative medicine) are prevalent among Hispanics/Latinos, primarily among women.25 Botanicas play a vital role for many Hispanics/Latinos—primarily immigrants—seeking medicinal plants, herbs, and teas, as well as religious objects and artifacts to treat illness.
Hispanics/Latinos come from a collectivistic culture where activities are predominantly conducted in groups, responsibility is shared, and accountability is collective.
+ Machismo describes beliefs and expectations regarding the role of men in society; it is a set of values, attitudes, and beliefs about masculinity, or what it is to be a man. It encompasses positive and negative aspects of masculinity, including bravery, honor, dominance, aggression, sexism, sexual prowess, and reserved emotions, among others.22,23 Machismo also includes attitudinal beliefs that consider it appropriate for women to remain in traditional roles, and thus encourages male dominance over women.24
+ Religion is closely tied with the idea of fatalism, a key factor in Hispanics'/Latinos' attitude toward aging and health in general. Many people believe in destiny and that all that happens is God’s will. Fatalism can lead Hispanics/Latinos to ignore their doctor’s advice to follow healthy behaviors, including physical activity, not smoking, and fruit and vegetable consumption.27
+ Familismo is an important value seen across Hispanic/Latino cultures that promotes loyalty, cohesiveness, and obedience within the family, and it places a higher emphasis on the family unit as it relates to respect, support, obligation, and reference.20
+ Religion occupies a central role in the lives of many Hispanics/Latinos. Eighty-three percent of Hispanics/Latinos claim a religious affiliation, with most of these (62%) claiming Catholicism. According to a Pew Research study, more than 6 in 10 Hispanics/Latinos say that religion is very important in their lives.26
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+ Respeto is another core value for Hispanics/Latinos, which is manifested in several domains, including obedience to authority, deference, decorum, and public behavior.21
Understanding the cultural values and constructs listed below, which are part of the lives of different Hispanics/ Latinos, is vital to communicate effectively with this population.
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
Language and Acculturation
+ Language preference among Hispanics/Latinos can be tied to age, level of acculturation, education, and socioeconomic status. Those who arrived recently to the United States with little to no education or with a low socioeconomic status tend to prefer speaking Spanish and/or be less proficient in English, which in many instances becomes a barrier to receiving important health messages and information.
+ Maintaining traditions and cultural values is important for Hispanics/Latinos. Seventy-three percent of U.S. Hispanics/Latinos agree that it’s important to them that their children continue their family’s cultural traditions, and 73% also agree that their cultural ethnic heritage is an important part of who they are.10
+ Research findings from nationally representative surveys have consistently shown that higher acculturation is associated with better control of cardiovascular disease risk factors, such as high blood pressure, high cholesterol, and diabetes. Also, studies done with Hispanics/Latinos along the U.S.-Mexico border have found an association between acculturation and health screenings. Hispanics/Latinos who prefer to communicate in English are more likely to get blood pressure, blood sugar, and cholesterol screenings. Hispanic/Latino
+ Acculturation is the process of adaptation into a new culture, which is measured by the degree that immigrants have integrated values, beliefs, and attitudes of a new country into their daily lives. Acculturation plays a key role in Hispanics/Latinos’ decision-making process, as well as healthcare practices. Studies have shown that higher levels of acculturation increase the likelihood for access to certain screenings or healthcare. Highly acculturated Hispanics/Latinos are generally fully bilingual and/or fluent in English, which provides them broader access to health resources and information. Acculturation is also associated with higher levels of education and better paying jobs. Because of this, acculturated individuals are more likely to engage in health education programs and activities.
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+ Seventy-two percent of Hispanics/Latinos (and 75% of Hispanic/Latino households) speak Spanish at home.10
+ Local print media. Minority-owned papers are part of the community, and the content makes them feel represented. Newspapers are a very cost-effective way to reach Hispanic/Latino adults ages 34–54.31
+ Trusted sources. Engaging trusted messengers, such as faith-based and community leaders, increases the effectiveness of the message—it’s better received coming from someone in the community.29
+ Adaptation. Hispanics/Latinos want to see themselves reflected in communication materials; this is why there is not a one-size-fits-all strategy. Also, it is important to consider that there are subcultures within the Hispanic/Latino culture, in which certain words, situations, and traditions mean something different from one to the other.31
+
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+ Community outreach. Leveraging well-established organizations, groups, promotoras, or community health centers has proven to be effective as they really know the community and their needs. Also, working with community organizations will facilitate quick mobilization since they already have well-organized and established networks to disseminate information.31
Storytelling. This is one of the most effective ways to reach Hispanic/Latino audiences. Personal stories shared by health ambassadors (community members or public figures) create a connection with the audience, adding a personal and real touch to the communication messages. When an emotional connection is created, the message becomes more effective.33
+
+ Bilingual messages. Messages in English and Spanish or in “Spanglish” (combining the use of English and Spanish) can be very effective when targeting a younger Hispanic/Latino audience, as they are fluent in both languages. Collaborating with personalities that are not fluent in Spanish, but have a significant audience base or following and are willing to send a message in Spanish, can resonate with the target audience.31
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits Proven Strategies
Traditional media. The use of traditional media like radio and television has been effective when reaching Hispanics/Latinos. Radio has been an effective message distribution channel, as it gives Hispanics/Latinos a sense of nostalgia because it reminds them of their home country.28 About 22% of Hispanics/Latinos consider cable TV news their primary source for coronavirus information, and 62% prefer radio as a good source for COVID-19 information. On a weekly basis, Hispanics/Latinos spend about 33 more minutes listening to radio than the total market.19
The Hispanic/Latino population has become the largest ethnic or racial minority group in the United States with 60.5 million people, accounting for more than 18.4% of the U.S. population. Fifty percent of the U.S. population growth from 2010 to 2015 has come from Hispanics/Latinos. According to the U.S. Census Bureau, this population is expected to double within the next 50 years.
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TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
Hispanics/Latinos in the United States come from a number of Spanish-speaking countries, or their families live or are originally from countries in the Caribbean and/or Central and South America. The largest groups come from the following countries: + Mexico + Puerto Rico + El Salvador + Cuba + Dominican Republic
The diversity of Hispanic/Latino origin also varies by state, with more than 90% living in metropolitan areas. Mexicans comprise the majority of the Hispanic/Latino population in the Los Angeles and Houston metro areas and are overall the majority Hispanic/Latino population across all states. For example, Puerto Ricans are the largest Hispanic/Latino group in the Orlando, Florida, metro area, while Salvadorans are the largest in the Washington, DC, metro area. Cubans are the largest Hispanic/Latino-origin group in the Miami metro area. Of the 10 states with the highest Hispanic/Latino populations in the country, California, Texas, and Florida are home to 54% of the population.
Geographic Data
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Other Psychographic Data
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits
Sixty-six percent of Hispanic/Latino millennials indicate that culture and heritage impact their purchases some or a lot. The median income of Hispanic/Latino households is $51,450—nearly $20,000 less than the median income of white households.31 + Sixty-seven percent of Hispanic/Latino millennials surveyed want to stand out as Hispanic/Latino.35 + Seventy-seven percent of Hispanic/Latino millennials are more likely to shop for groceries at mass retailers (e.g., Walmart, Target).35
+ In 2019, about 58% of Hispanic/Latino individuals were living in 1-unit households, 11% were in 2- to 4-unit families, 24% were in 5-unit or higher households, and 7% were in some other type of structure (e.g., mobile homes, boats, recreational vehicles, vans). The average household size was 3.18 people. These households contained at least two adult generations or one grandparent and at least one other generation.
+
+ Forty-five percent of Hispanics/Latinos describe themselves as soccer fans who are likely to watch the FIFA World Cup, compared to only 28% of non-Hispanics.32 + Since the COVID-19 outbreak, 31% of all Hispanics/Latinos say they have increased time spent playing video games online or with a gaming device. Additionally, gaming communication platforms such as Discord and Twitch have seen a considerable increase in Hispanic/Latino platform users.9 Eight in 10 also play mobile games often.
Education and Economic Implications
+ In 2019, about 29% of Hispanic/Latino individuals aged 25 years and older had less than a high school diploma, 28% had a high school diploma or equivalent, 25% had some college or an associate degree, 12% had a bachelor’s degree, and 6% had a graduate or professional degree. Hispanic/Latino college attainment rates nearly doubled in the last two decades.
+
Two-thirds of Hispanics/Latinos in the United States are native-born.10 Of those born in the United States, 8 out of 10 are under the age of 35.
+ The median income of Hispanic/Latino households is $51,450—nearly $20,000 less than the median income of white households.10 + Hispanic/Latino families with a college-educated head of household earn more than twice the income and have more than four times the net worth of those without a college education.10
+ About 17% of Hispanics/Latinos were receiving food stamps in 2019, 15% were living below the federal poverty level, 19% were uninsured, and 3.4% were unemployed.30
+ The most active of all ethnic groups on social media sites are Hispanic/Latino adults, at 72%.
+
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Hispanics/Latinos COVID-19 Perceptions Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven Strategies Geographic Data Education and Economic Implications Other Psychographic Data Media ReferencesHabits Media Habits
+ While radio remains at the top of Hispanics’ media consumption channels, national and local television continues to be a source for information and entertainment.
+ Hispanics/Latinos spend about 32 hours each week listening to music. Breaking that down by format, ~15% of listening is terrestrial radio, ~4% is satellite radio, ~14% is digital music library, and ~ 46% is some streaming.
Even though “Hispanic” is the identity most referenced on social media, the term “Latino” was mentioned more on Twitter.36
+ Hispanic/Latino participants mentioned various media outlets they currently use and trust, which include both national and local TV news outlets like CNN (English and Spanish), Univision, Telemundo, the BBC Network, ABC News, VICE News, Apple News, and KTLA network (in Los Angeles).
+
Another ~10% of listening is via physical copies, while ~12% is from miscellaneous sources such as TV music channels.
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+ Terrestrial radio is critical to reaching U.S. Hispanics/Latinos. They spend an average of 12 hours and 59 minutes weekly listening to AM/FM radio—more time than the average spent on the radio by the total U.S. population.
+ Weekly, AM/FM radio reaches 96% of U.S. Hispanics/Latinos aged 18 and older, the highest reach of any medium. Additionally, Hispanics/Latinos 18 and older listen to radio an average of 5.1 days per week, making it also the most frequently consumed type of media.
Nearly three-quarters (73%) of Hispanic/Latino smartphone owners have used their phones in the past year to research a health condition.35
The majority (92%) of U.S. Hispanic/Latino households have access to the internet. The internet is such an essential part of U.S. Hispanics'/Latinos’ lives that 58% agree they would feel disconnected without it.10 Eighty percent of Hispanic/Latino adults access the internet from a mobile device.33
+ Hispanic/Latino focus group participants indicated heavily relying on the following social media outlets: Facebook, Instagram, YouTube, Snap Chat, TikTok, and Reddit.
+ When looking for information about brands, products, and services on the internet, Hispanics/Latinos primarily use search engines, followed by consumer reviews and social networks, according to Nielsen’s Habits Consumption 2020 report. When it comes to search engines, the majority seeks information on Google.
+ Foreign-born Hispanics/Latinos, who tend to be older than U.S.-born Hispanics/Latinos, continue to rely heavily on TV for news. In 2016, 85% of foreign-born Hispanics/Latinos said that on a typical weekday they got their news from TV.34
+ Eighty-eight percent of digital-using Hispanics/Latinos pay attention to online ads that include aspects of their culture—regardless of the ad’s language.
20. Valdivieso-Mora E, Peet CL, Garnier-Villarreal, et al. A systematic review of the relationship between familism and mental health outcomes in Latino population Front Psychol. October 25, 2016.
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NCRN Hispanic/Latino
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