Understanding the New Majority Minority: A Unique Look into the Urban Multicultural Youth Market

Transcription

1 Understanding the New Majority Minority A Unique Look into the Urban Multicultural Youth Market 1

2 The findings presented are based on a survey of more than 1, to-20 year-olds, primarily and Latino urban youth and young adults. All participants lived in Los Angeles/Long Beach; Oakland/Richmond; Chicago; Philadelphia; or Atlanta. Survey Sections: Introduction Demographics Worldview, Aspirations and Goals Exposure to Violence and Drugs Interpersonal Relationships and Sexuality Health, Wellness, Physical Activity and Nutrition Finances Digital Technology and The Internet Wireless Phone Usage Entertainment: TV, Movies and Music Who s Hot 2

3 Introduction What makes ICT3 different than most large-scale quantitative research: Youth were recruited by trusted community-based organizations; The survey was verbally administered in-person by authorized MEE personnel; A group of world-class experts in public health, social trends, marketing and branding assisted with the design and analysis; and MEE was able to compare current responses with ICT studies completed in 2002 and 2008; identifying trends over up to a decade 3

4 ICT3 Sponsors 4

5 Participant Breakdown A total of 1,721 youth and young adults participated in the survey. 797of the youth were. A breakdown of the participants is as follows: Latino/Hispanic /Black Other /Black Male /Black Female Latino/Hispanic Male Latino/Hispanic Female Los Angeles/Long Beach Oakland/Richmond Chicago Philadelphia Atlanta

6 Demographics Key demographic characteristics of the AA youth in the survey sample. Gender Males Male 49% 51% 100% Females Female 51% 49% 100% Age 16 years-old 31% 29% 28% 30% 17 years-old 29% 24% 22% 26% 18 years-old 19% 18% 22% 14% 19 years-old 7% 8% 9% 7% 20 years-old 14% 20% 18% 22% 6

7 Demographics Key demographic characteristics of the AA youth in the survey sample. Location Los Angeles/Long Beach 34% 17% 14% 19% Oakland/Richmond 11% 8% 7% 9% Philadelphia, PA 21% 27% 32% 21% Chicago, IL 18% 16% 15% 18% Atlanta, GA 16% 32% 32% 33% Enrolled in School Yes 89% 89% 86% 93% No 6% 7% 9% 4% No, But Planning on It 5% 4% 5% 3% 7

8 Demographics Key demographic characteristics of the AA youth in the survey sample. Current/Last Grade Completed 9 th Grade or Less 7% 9% 9% 9% 10 th Grade 16% 16% 17% 14% 11 th Grade 28% 23% 19% 26% 12 th Grade 39% 31% 35% 27% GED 2% 2% 2% 2% Vocational/Trade School 1% 1% 1% 2% Some College 6% 9% 9% 10% 2-Year College 3% 4% 3% 4% 4-Year College 3% 5% 4% 5% 8

9 What type of high school are you attending or did you attend? Type of High School Attended Public School (Neighborhood) 64% 55% 52% 59% Public School (Magnet) 13% 17% 18% 16% Charter School 13% 16% 18% 13% Parochial/Religious -% -% -% -% Private 2% 2% 2% 2% Disciplinary 2% 4% 4% 4% I Didn t Go To High School 1% 2% 1% 2% Other 3% 3% 2% 3% 9

10 My high school is providing/provided me with a good quality education that prepares me to do well in post-secondary education. Quality of Education Strongly Agree & Agree 65% 65% 62% 68% Neutral 23% 21% 22% 20% Strongly Disagree & Disagree 11% 12% 14% 11% No Answer 1% 2% 2% 1% 10

11 There is an adult (teacher, counselor, etc.) at my school who follows my progress and cares about me succeeding. Caring Adult at School Strongly Agree & Agree 69% 70% 71% 67% Neutral 19% 16% 17% 16% Strongly Disagree & Disagree 11% 12% 10% 15% No Answer 1% 2% 2% 2% 11

12 Which would be the three most important things to improve your high school? High School Improvements s Males Females More Engaging Teachers 36% 35% 37% 34% One-on-One Attention/Smaller Classes 27% 24% 23% 24% Better Technology/Computers 23% 22% 25% 18% More Extracurricular Activities 17% 18% 18% 18% More Creative Arts Classes 16% 16% 13% 18% More Access to Guidance Counselors 13% 11% 10% 11% Ability to Participate in an Internship 13% 12% 12% 14% Newer and/or More Books 11% 12% 11% 14% More Study Time 11% 11% 10% 12% 12

13 Which would be the three most important things to improve your high school? (cont.) High School Improvements Support for Youth At-Risk of Drop Out 11% 11% 7% 15% Safer and Inviting Place to Learn 10% 10% 10% 11% Fairer School Discipline Policies 8% 10% 11% 10% More Diverse Student Body 8% 10% 12% 8% More Teachers That Look Like Me 5% 5% 7% 3% Located in My Neighborhood 5% 6% 7% 5% Curriculum That Reflects My Culture 3% 4% 4% 5% 13

14 If you have skipped or missed school this school year, what were the reasons why it happened? Reasons for Missing School Was Sick 74% 69% 59% 79% Go Out With Friends 21% 20% 24% 16% Take Care of Siblings 20% 19% 19% 19% Avoid Test or Exams 13% 11% 12% 12% Avoid Getting a Truancy Ticket 9% 8% 8% 7% Avoid a Fight or Other Conflict at School 4% 4% 5% 3% Afraid Due to Community Violence 4% 4% 4% 4% Avoid Harassment In Route to School 3% 2% 2% 2% Other 24% 26% 26% 27% Other:Didn t Want To(Tired, Lazy, Stressed, Wanted Vacation); Appointments(Doctor, Dentist); Family(Help Family, Family Issues); Emergency (Funeral, Court); Suspended(Out-of-School) 14

15 Have any of the following disciplinary actions happened to you at any point while in school? Disciplinary Action I Have Not Been Disciplined 33% 25% 18% 33% Detention 47% 49% 56% 43% In-School Suspension 27% 37% 45% 29% Out-of-School Suspension 24% 36% 42% 29% Sent to a Class/School for Behavior Issues 12% 16% 20% 12% Mandatory Counseling 12% 13% 14% 11% Arrest by Police 11% 16% 22% 9% Expulsion 6% 8% 11% 5% 15

16 It s important to get an education beyond high school. Importance of Education Strongly Agree & Agree 88% 89% 86% 92% Neutral 8% 7% 9% 5% Strongly Disagree & Disagree 2% 2% 3% 1% No Answer 2% 2% 2% 2% 16

17 Which of these best describe what you plan on doing (or are currently doing) after high school? 80% of AA youth stated that they were planning on (or currently were) continuing their education after HS. Plans on/currently Doing After HS Attend 4-Year College/University 54% 53% 52% 55% Attend 2-year Junior/Community College 16% 13% 14% 13% Graduating & Going to Work Full-Time 11% 10% 11% 10% Attending Trade/Vocational School 6% 8% 9% 7% Join the Military 3% 4% 4% 3% Attend HBCU or Hispanic College 2% 4% 3% 5% Drop Out 1% 1% -% 1% Don t Know 5% 4% 5% 2% No Answer 4% 4% 3% 5% 17

18 What are the biggest obstacles to getting into or finishing college? Biggest Obstacles to Higher Education High Cost of College 57% 57% 55% 58% Not Good at Math 24% 20% 18% 22% Don t Know How to Pay for It 23% 21% 21% 22% Scoring Well on Standardized Testing 22% 22% 20% 24% Need to Work Full-time to Support Self 20% 19% 15% 24% Family Issues/Need to Support Family 16% 17% 14% 19% Don t Understand the FAFSA Process 13% 10% 9% 12% Low Quality of My K-12 Education 11% 9% 11% 8% Don t Understand the Admissions Process 10% 7% 7% 8% 18

19 My school campus is safe. School Campus Safety Strongly Agree & Agree 45% 43% 44% 41% Neutral 37% 34% 32% 37% Strongly Disagree & Disagree 17% 21% 24% 20% No Answer 1% 2% -% 2% 19

20 Compared to my community, my school campus is safe. Community Safety Strongly Agree & Agree 43% 42% 41% 42% Neutral 34% 29% 27% 32% Strongly Disagree & Disagree 21% 29% 30% 26% No Answer 2% -% 2% -% 20

21 What concerns do you encounter (if any) while going to and from school? Concerns Getting To/From School Trash or Litter 43% 40% 38% 42% Speeding Cars/Bad Drivers 38% 37% 32% 43% Poorly Maintained Streets 31% 29% 27% 32% Gang Intimidation 31% 29% 28% 29% Unsafe Public Transportation 24% 27% 22% 32% People Harassing Me 23% 20% 11% 30% Unsafe Streets to Ride My Bike 12% 10% 10% 9% Poor Lighting 10% 9% 8% 10% 21

22 Which of the following adults on school campuses do you feel most understand safety issues that students like you face? Most Understands School Safety Teachers 65% 60% 56% 63% School Police/Police Officers in School 31% 34% 32% 36% Administrators 28% 30% 30% 29% Principals 24% 24% 24% 24% Other 11% 10% 11% 10% 22

23 Which of the following adults on school campuses do you feel least understand safety issues that students like you face? Least Understands School Safety Principals 35% 37% 36% 38% Administrators 34% 32% 31% 32% School Police/Police Officers in School 27% 24% 27% 21% Teachers 23% 25% 24% 27% Other 9% 9% 8% 9% 23

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25 Facebook.com/InnerCityTruth3 25

26 Webinars Sharing and Applying Our Findings 26