Avocado Tracking Study

Transcription

1 Avocado Tracking Study 2015 Audience Analysis Prepared by: Hass Avocado Board 230 Commerce, Suite 190 Irvine, CA

2 Contents Background 3 Summary 6 Detailed Findings Audience Market Size 9 Drivers and Barriers to Avocado Usage 12 Nutrition, Wellness and Food Safety 29 Advertising and PR Impact 41 Demographic Profile 45 2

3 Background This is one of three reports for the general market tracking study. The objective of this report is to monitor changes among target versus non-target audience consumers on a number of specific measures such as the following: Avocado usage Drivers and barriers to usage Nutrition and wellness importance and association Food safety Advertising and PR efforts awareness Demographics Separate reports will be issued for the following: Trended report of avocado user groups Regional report cards 3

4 Background (Contd.) audience consumers are defined as follows: Prepare home cooked meals a few times per week or more often; Strongly or somewhat agree with the following two statements: I put a lot of time and effort into preparing healthy homemade meals I like to cook homemade meals because I can control the ingredients Buy 37 or more avocados per year (Heavy or Super User). The target audience segmentation has been completed at the total U.S. level among avocado consumers age 25+. *Calculation based on frequency of buying multiplied by average number bought per occasion. 4

5 Background (Contd.) When This wave of the study was completed from April 14 to April 24, Spring waves have generally been completed in February/March and Fall waves have been completed in late summer or early Fall. Who 2,409 grocery shoppers age 25+ Note: 2007/2008 was restricted to age How Self-administered web based survey 5

6 Summary Audience Almost one-third of all respondents fall into the target audience, defined as food and wellness involved and being heavy or super avocado consumers. This has remained fairly steady over time. The average target audience respondent purchases 112 avocados per year, compared to 34 avocados among nontarget respondents (which also includes non-avocado purchasers). Drivers and Barriers to Avocado Consumption audience respondents continue to embrace all of the reasons for purchasing avocados to a stronger degree than seen among non-target respondents. Most of these reasons have remained fairly consistent over time among the target audience. However, there were two improvements: Significant increase for good for you from 88% to 93%. Directional increase for nutritional benefits from 87% to 90%. Top drivers for the target audience are a variety of uses, taste, being good for you, nutritional benefits and quality. Similar proportions of target audience and non-target audience respondents have decided not to purchase avocados due to the price (57% of target and 59% of non-target). The price barrier is slightly higher for the target audience ($1.88 vs. $1.75). At the same time, price is infrequently a barrier to purchase for either group. Non-target respondents are more price sensitive than target respondents. Fat content, while a relatively small barrier overall, did increase among non-target respondents (17% up to 22%). 6

7 Summary Nutrition and Wellness As seen last year, target audience respondents place more importance on all of the nutritional and health & wellness benefits than do non-target respondents. They also remain more likely to associate avocados with these benefits. Over time, association of avocados with various nutritional benefits has fluctuated among the target audience. While still strong, scores did decrease this year for a number of benefits. This included: Contain antioxidants Contain natural plant sterols Contain iron High in calories (a good change) as well as low in calories (a bad change) Contain folate Association of avocados with the following health benefits has increased over time: Nutrient boosting/helps with nutrients and antioxidant absorption Healthy aging Healthy blood pressure As seen last year, target audience respondents are more likely than non-target respondents to think avocados are healthier than all the other fruits, vegetables and healthy sources of fat. audience respondents remain more confident in the safety of various foods, and especially for avocados. audience respondents remain more concerned about GMO. While the majority of them do not know if avocados are GMO free or not, those who believe they do know think that about one-third of all avocados are GMO an improvement over last year. This is a higher level than seen among non-target respondents. 7

8 Advertising and PR Impact Summary Awareness of the Love One Today logo is significantly higher among target audience respondents than non-target respondents (23% vs. 7%). However, it has declined among the target audience since last year. audience respondents are more likely than non-target respondents to claim awareness of news articles related to the health benefits of avocados. Awareness of such articles had been increasing over time among the target audience. This year, there was a significant decrease. Demographics audience respondents vary from non-target respondents in terms of being: Younger Married/partnered Have a higher household income In a larger household size and have children Better educated and employed full-time Of Hispanic origin 8

9 Audience Market Size 9

10 Size of Audience There has been minimal change in the size of the target audience overtime. 27% 25% 29% 31% 30% Fall 2012 Spring 2013 Fall

11 Average Number of Avocados Purchased in Past Year By definition, the target audience purchases significantly more avocados per year than the non-target audience. The current average for the target audience is 112 avocados per year Fall 2012 Spring 2013 Fall Non- Q425, Q430 - On average, how many avocados do you usually buy at one time? Over the course of a year, how often do you buy avocados to eat or serve at home? 11

12 Drivers and Barriers to Avocado Usage 12

13 Variety of Uses as a Reason to Purchase Avocados audience respondents continue to be significantly more likely to claim a variety of uses as a reason to purchase avocados. 100% 80% 81% 82% 84% 83% 84% 60% 40% 50% 56% 53% 52% 51% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 13

14 Taste as a Reason to Purchase Avocados audience respondents are also significantly more likely to continue to name taste as a reason to buy avocados. 100% 80% 87% 90% 88% 89% 90% 60% 40% 60% 64% 61% 62% 58% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 14

15 Good For You as a Reason to Purchase Avocados audience respondents also continue to be significantly more likely to name being good for you as a reason to purchase avocados. This score, while already high among the target audience, enjoyed a significant increase this year. 100% 86% 90% 86% 88% 93% 80% 60% 67% 70% 68% 68% 65% 40% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 15

16 Being Organically Grown as a Reason to Purchase Avocados Being organically grown is less of a purchase driver for target audience respondents then are many of the other attributes. However, they are significantly more likely than non-target respondents to state organically grown as a purchase driver. More so, organically grown has increased over time as a purchase driver. 100% 80% 60% 48% 54% 55% 62% 60% 40% 20% 26% 30% 29% 30% 29% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 16

17 Nutritional Benefits as a Reason to Purchase Avocados Nutritional benefits also remain a strong purchase driver for target audience respondents. Already high among the target audience, nutritional benefits did see a directional increase as a purchase driver this year. 100% 87% 87% 84% 87% 90% 80% 60% 40% 64% 66% 65% 65% 62% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 17

18 Quality as a Reason to Purchase Avocados Quality remains a strong purchase driver for target audience respondents. 100% 80% 80% 85% 81% 84% 84% 60% 40% 57% 59% 58% 59% 53% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 18

19 Ripeness as a Reason to Purchase Avocados Ripeness is also a strong purchase driver for target audience respondents. 100% 80% 72% 77% 73% 76% 77% 60% 40% 52% 55% 51% 53% 49% 20% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 19

20 Can Be Substituted for Other Foods/Ingredients as a Reason to Purchase Avocados Substitution for other foods is a moderate purchase driver for target audience respondents, but it has been growing over time. 100% 80% 60% 56% 60% 60% 66% 67% 40% 20% 33% 38% 35% 38% 35% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 20

21 They Are a Staple in My Household as a Reason to Purchase Avocados Being a staple in the household continues to be a significant purchase driver among target respondents. 100% 80% 71% 74% 72% 74% 78% 60% 40% 20% 0% 20% 22% 23% 25% Fall 2012 Spring 2013 Fall % Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 21

22 I Buy Them for My Baby/Young Child to Eat as a Reason to Purchase Avocados Buying avocados for a baby or young children is still low, but it is trending up especially for target audience respondents (note some of this difference is driven by the simple fact that target audience respondents are more likely to have children in the home). 50% 40% 30% 20% 17% 18% 22% 34% 31% 10% 0% 5% 6% 6% 11% 10% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 22

23 Calories as a Reason to Purchase Avocados While the amount of calories in avocados is a more moderate driver of purchase for target respondents, it is more important for this group than for non-target respondents. 100% 80% 60% 40% 45% 50% 52% 50% 49% 20% 27% 30% 30% 32% 28% 0% Fall 2012 Spring 2013 Fall Non- Q475 - Below is a list why you personally might or might not buy Avocados. For each item, please select whether it is a reason that you would buy Avocados. 23

24 Decided Not To Buy Avocados Because of Price Spring 2014 The impact of price on purchase behavior is fairly similar between the two groups. The tipping point for not buying avocados is somewhat higher for the same for target respondents. 100% 80% 60% 40% 66% 66% 61% 61% 59% 67% 65% 63% 57% 57% 2015 Price Ceiling: : $1.88 Non-: $ % 0% Fall 2012 Spring 2013 Fall Non- Q505 - Have you ever decided not to buy Avocados because the price was too high? Q510 - And how high was that price? 24

25 Price as a Barrier to Avocado Purchase Spring 2014 While price is not a strong barrier to purchasing avocados for either group, it does have more impact on non-target consumers. 30% 20% 18% 16% 14% 19% 17% 10% 0% 9% 11% 11% 11% 6% Fall 2012 Spring 2013 Fall Non- Q485 - What reasons, if any, do you have for not buying avocados? 25

26 Fat Content as a Barrier to Avocado Purchase Fat content is not a huge barrier for either group. However, there was a significant increase on this measure among non-target respondents. 30% 20% 20% 18% 17% 17% 22% 10% 14% 12% 17% 17% 16% 0% Fall 2012 Spring 2013 Fall Non- Q485 - What reasons, if any, do you have for not buying avocados? 26

27 Too Perishable as a Barrier to Avocado Purchase Perishability is a minor barrier overall, and it is similar across the two groups. 40% 30% 25% 26% 25% 25% 26% 20% 25% 26% 22% 24% 23% 10% 0% Fall 2012 Spring 2013 Fall Non- Q485 - What reasons, if any, do you have for not buying avocados? 27

28 Availability as a Barrier to Avocado Purchase Availability (or lack of) of avocados is not a strong barrier to purchase. However, it is more of an issue for target consumers. 30% 20% 18% 18% 17% 19% 15% 10% 12% 12% 13% 11% 11% 0% Fall 2012 Spring 2013 Fall Non- Q485 - What reasons, if any, do you have for not buying avocados? 28

29 Nutrition, Wellness, and Food Safety 29

30 Nutritional Benefits Importance 2015 (Top 3-box* Scores) As seen last year, target consumers place more importance on all of the nutritional benefits than do non-target consumers. % Non- % Contain good fats Have nearly 20 essential nutrients Contain antioxidants Nutrient-dense Contain vitamins E and C Less than 1 gram of sugar Contain fiber Cholesterol free Sodium free Contain potassium Contain iron Contain natural plant sterols Low in fat Low in calories Contain folate Contain lutein Q1025a - How important to you are each of the following nutritional benefits when deciding whether or not to buy avocados? Please answer using a scale from 0 to 10 where a 0 means Not at all important and a 10 means Extremely important when deciding whether or not to buy avocados. *Top 3 box: 8, 9, or 10 on an eleven point scale 30

31 Nutritional Benefits Associated with Avocados 2015 (Top 3-box* Scores) Also as seen last year, target consumers more strongly associate all of the nutritional benefits with avocados then do non-target consumers. % Non- % Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain vitamins E and C Nutrient-dense Sodium free Contain fiber Less than 1 gram of sugar Contain potassium Cholesterol free Contain natural plant sterols High in fat Contain iron Contain folate Contain lutein High in calories Low in calories Q To the best of your knowledge, how well does each of the following nutritional characteristics describe avocados? Please answer using a scale from 0 to 10 where a 0 means Does not describe at all and a 10 means Describes perfectly. *Top 3 box: 8, 9, or 10 on an eleven point scale 31

32 Nutritional Benefits Associated with Avocados Audience (Top 3-box* Scores) Over time, target audience respondents association of nutritional benefits with avocados has fluctuated. This year did see several decreases. Fall 2012 % Spring 2013 % Fall 2013 % Contain good fats Have nearly 20 essential nutrients Contain antioxidants Nutrient-dense Contain vitamins E and C Less than 1 gram of sugar Sodium free Contain fiber Contain potassium Contain natural plant sterols Cholesterol free High in fat Contain iron High in calories Contain folate Contain lutein Low in calories % 2015 % Q To the best of your knowledge, how well does each of the following nutritional characteristics describe avocados? Please answer using a scale from 0 to 10 where a 0 means Does not describe at all and a 10 means Describes perfectly. *Top 3 box: 8, 9, or 10 on an eleven point scale 32

33 Health & Wellness Benefits Importance 2015 (Top 3-box* Scores) As seen last year, the importance of health and wellness benefits is also much higher among target audience respondents that non-target respondents. % Non- % Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy blood vessels/vascular health Healthy blood pressure Healthy aging Cognitive skills, brain health and mental function Lower cholesterol/healthy cholesterol levels Healthy skin Healthy eyes and vision Satiety, fullness, hunger control Immunity Cancer prevention Digestive/gut health Healthy weight maintenance/weight management Smooth skin/minimizes wrinkles Healthy sleep patterns Weight loss Diabetes management/blood sugar and blood glucose management Pain relief Child growth and development Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to buy avocados? Please answer using a scale from 0 to 10 where a 0 means Not at all important and a 10 means Extremely important when deciding whether or not to buy avocados. *Top 3 box: 8, 9, or 10 on an eleven point scale 33

34 Health & Wellness Benefits Associated with Avocados 2015 (Top 3-box* Scores) As seen last year, target audience respondents are much more likely to associate all the health & wellness benefits with avocados than are non-target respondents. % Non- % Nutrient boosting/helps with nutrient and antioxidant absorption Healthy skin Heart health Satiety, fullness, hunger control Lower cholesterol/healthy cholesterol levels Healthy aging Healthy blood pressure Healthy blood vessels/vascular health Smooth skin/minimizes wrinkles Digestive/gut health Healthy weight maintenance/weight management Cognitive skills, brain health and mental function Healthy eyes and vision Immunity Diabetes management/blood sugar and blood glucose management Cancer prevention Healthy sleep patterns Child growth and development Weight loss Pain relief Q1025b - To the best of your knowledge, how strongly do you associate each of the following health and wellness benefits with the regular consumption of avocados? Please answer using a scale from 0 to 10 where a 0 means you Do not associate at all and a 10 means you Associate very strongly. *Top 3 box: 8, 9, or 10 on an eleven point scale 34

35 Health & Wellness Benefits Associated with Avocados Audience (Top 3-box* Scores) audience respondent s agreement with the various heath & wellness benefits associated with avocados has increased over time. The largest increases are highlight in green. Fall 2012 % Spring 2013 % Fall 2013 % 2014 % Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy skin Satiety, fullness, hunger control Lower cholesterol/healthy cholesterol levels Healthy aging Healthy blood vessels/vascular health Smooth skin/minimizes wrinkles Healthy blood pressure Healthy eyes and vision Healthy weight maintenance/weight management Cognitive skills, brain health and mental function Cancer prevention Diabetes management/blood sugar and blood glucose management Child growth and development Weight loss Digestive/gut health NA NA NA Immunity NA NA NA Healthy sleep patterns NA NA NA Pain relief NA NA NA % Q1025b - To the best of your knowledge, how strongly do you associate each of the following health and wellness benefits with the regular consumption of avocados? Please answer using a scale from 0 to 10 where a 0 means you Do not associate at all and a 10 means you Associate very strongly. *Top 3 box: 8, 9, or 10 on an eleven point scale 35

36 Avocado Healthfulness Compared to Other Foods (Top 2-Box* Scores (Avocados are healthier)) audience respondents are more likely than non-target respondents to think avocados are healthier than all the other fruits, vegetables and other healthy fat sources. Fruits Vegetables Other Healthy Fat Sources Audience Apples Oranges Bananas Strawberries Blueberries 47% 41% 48% 46% 48% 43% 49% 45% 43% 39% Carrot Broccoli Tomato Spinach Green beans 49% 42% 45% 36% 47% 43% 41% 32% 52% 46% Olives Olive oil Nuts Peanut/almond butter 52% 47% 47% 41% 46% 38% 56% 49% Non- Audience Apples Oranges Bananas Strawberries Blueberries 35% 32% 35% 33% 36% 32% 34% 32% 28% 25% Carrot Broccoli Tomato Spinach Green beans 31% 29% 26% 22% 32% 29% 24% 22% 36% 34% Olives Olive oil Nuts Peanut/almond butter 37% 33% 32% 28% 31% 28% 40% 38% Q1100 Thinking about the other fruits that you consume and the benefits they provide, do you feel that avocados are more healthy, equally healthy, or less healthy than these fruits: Q1101 Thinking about the other vegetables that you consume and the benefits they provide, do you feel that avocados are more healthy, equally healthy, or less healthy than these vegetables: Q1102 Thinking about these other healthy fat foods and the benefits they provide, do you feel that avocados are more healthy, equally healthy, or less healthy than these foods: *Top 2 box: 4 or 5 (More healthy) a5 point scale 36

37 Confidence in Safety of Food Purchased (Top 2-Box* Scores) 2015 audience respondents are more confident in the safety of the various foods than are non-target respondents. This is especially true for avocados. Audience Non- Audience 66% 65% 68% 68% 75% 76% 56% 54% 57% 57% 57% 54% Of the food in general Of the fresh fruits and vegetables Of the fresh avocados Of the food in general Of the fresh fruits and vegetables Of the fresh avocados Q1105 Overall, how confident are you in the safety of the food that you purchase in the stores where you regularly shop for your groceries? Q1106 Overall, how confident are you in the safety of the fresh fruits and vegetables that you purchase in the stores where you regularly shop? Q1107 Overall, how confident are you in the safety of the fresh avocados that you purchase in the stores where you regularly shop? *Top 2 box: 3or 4 (Confident) a4 point scale 37

38 Frequency of Checking if Food Product is GMO Free 2015 One-third of target audience respondents frequently check to see if a food product is GMO free, a much larger proportion than seen among non-target respondents, but a decrease from last year. Audience Non- Audience Always/ Very Often (Net): 38% 20% 19% Always/ Very Often (Net): 33% 18% 14% 12% 15% Always/ Very Often (Net): 12% Always/ 6% 7% Very Often 6% (Net): 13% 6% 8% 10% 22% 26% 24% 28% 35% 37% 14% 17% 22% 13% 15% 7% Always Very Often Often Sometimes Never I'm not familiar with GMO Q1109 When shopping for food, how often do you check to see whether a food product is GMO free? 38

39 Concern About Consuming Foods That Are GMO or Contain GMO Total U.S As seen last year, target audience respondents are much more concerned about consuming foods that are GMO or contain GMO that are non-target respondents. Audience Non- Audience Extremely/ Very Concerned (Net): 40% 19% 19% Extremely/ Very Concerned 21% (Net): 38% 19% Extremely/ Very Concerned (Net): 16% Extremely/ 6% 9% Very 10% Concerned 11% (Net): 20% 21% 20% 20% 24% 19% 22% 15% 12% 13% 18% 12% 7% Extremely concerned Very concerned Somewhat concerned Slightly concerned Not at all concerned I'm not familiar with GMO 21% 22% 24% 15% Q1110 Overall how concerned are you about consuming foods that are GMO, or contain GMO ingredients? 39

40 Percentage of Fruits/Vegetables and Avocados Purchased That Are GMO or Contain GMO 2015 Most consumers don t know the percent of foods or avocados that they purchase that are GMO, regardless of whether they are target or non-target audience. This is especially true for avocados. Among respondents who do believe they understand GMO, more target audience respondents feel that a large proportion of these foods are GMO than do non-target respondents. Audience Non- Audience 86% 85% 88% 87% Don t know/not familiar with GMO: 59% 65% 65% 68% Avg % GMO: 47% 42% 43% 34% 37% 37% 29% 27% Fruits and vegetables Avocados Fruits and vegetables Avocados Q1111 Thinking about the fresh fruit and vegetables that you purchase in the stores where you regularly shop, what percentage of this produce is GMO or contains GMO ingredients? Q1112 Thinking about the fresh avocados that you purchase in the stores where you regularly shop, what percentage of these avocados are GMO or contain GMO ingredients? 40

41 Advertising and PR Impact 41

42 Seen Love One Today Logo in Past Month Awareness of Love One Today is significantly higher among target audience respondents. While it is still higher among the target audience than seen in Spring of 2013, awareness has decreased since last year. 40% 25% 29% 23% 20% 15% 0% 6% 6% 8% 7% Spring 2013 Fall Non- Q417 In the past month have you seen the following logo pictured in any avocados-related advertising - for example, in grocery stores, magazines, newspapers or online? 42

43 News Articles Related to Health Benefits of Avocados Seen in Past Few Months 2015 As seen last year, target audience respondents are more likely than non-target respondents to claim awareness of news articles related to the health benefits of avocados. % Non- % Avocados contain naturally good fats and they are cholesterol free Eating avocados is associated with a healthier diet and lower body weight. Eating one avocado a day can improve cholesterol and triglyceride profiles and support a well-functioning heart Avocados can help with hunger control and weight maintenance Eating avocados with a hamburger may contribute to blood vessel and heart health benefits Q416 - In the past few months have you seen or read any on-line or print news articles related to the following health related benefits of eating avocados? 43

44 News Articles Related to Health Benefits of Avocados Seen in Past Few Months Audience audience respondents claimed awareness of news articles about the health benefits of avocados, which has been increasing over time, decreased this year. Avocados contain naturally good fats and they are cholesterol free Eating avocados is associated with a healthier diet and lower body weight. Eating one avocado a day can improve cholesterol and triglyceride profiles and support a well-functioning heart. Spring 2013 % Fall 2013 % 2014 % 2015 % NA NA Avocados can help with hunger control and weight maintenance Eating avocados with a hamburger may contribute to blood vessel and heart health benefits Q416 - In the past few months have you seen or read any on-line or print news articles related to the following health related benefits of eating avocados? 44

45 Demographic Profile 45

46 Demographic Profile 2015 audience respondents skew more younger, more likely to be married/partnered and have a higher household income. The female skew we saw last year has disappeared. Gender Age 30% 70% 21% 24% 25% 30% Non- 33% 67% Non- 12% 16% 25% 48% Male Female Marital Status Annual Household Income 68% 32% 15% 25% 24% 33% Non- 58% 41% Non- 22% 30% 21% 22% Married/living with domestic partner Single/separated/divorced/widowed Lower than $25,000 $25,000 - $49,999 $50,000 - $74,999 $75,000 or more Q301, Q305, Q945, Q232 46

47 Demographic Profile (Cont.) 2015 audience respondents live in larger households, are more likely to have children, are more highly educated, and are more likely to be employed. Number of People in Household Children in Household 14% 34% 20% 17% 15% 47% 53% Non- 25% 42% 15% 10% 7% Non- 24% 75% One Two Three Four Five or more Have children under 18 in household No children in household Education Level Employment Status 21% 36% 30% 13% 46% 13% 41% Non- 28% 39% 19% 14% Non- 31% 13% 55% High school grad or less Some college/assoc degree 4 year college degree Some grad school or more Full-time Part-time Not employed Q925, Q930, Q216, Q940 47

48 Demographic Profile (Cont.) 2015 audience respondents are more ethnically diverse and while the majority of them were born in the United States, a larger proportion of them did move here from another country, than seen among non-target respondents. Ethnicity Born in the U.S. 60% 5% 28% 5% 86% 14% Non- 78% 6% 11% 3% Non- 93% 6% White African American Latino/Hispanic Asian Born in the U.S. Moved from another country Q238, Q965 48