Spanish Speaker Survey Results

This year, the city of Las Vegas commissioned a survey to learn valuable insights into the attitudes, concerns and preferences of the Spanish-speaking community in order to enhance ongoing efforts to eliminate a language barrier between this community and local government. The goal was to analyze the results and expand or develop communications strategies to better connect with Latinos who speak Spanish as their first language. Currently, Latinos make up more than a third of the city’s population. Here are the key takeaways from the survey:

1. Positive Sentiment Toward Southern Nevada

The majority of Spanish-speaking residents hold a positive view of life in Southern Nevada. Around 93.3 percent of respondents rated their experience of living in the area as either "excellent" or "good," with only six percent expressing a "fair" opinion, and less than one percent indicating a "poor" experience. The long-term residency of these individuals may contribute to their positive outlook, with nearly 70 percent having lived in the region for over a decade.

2. Media Engagement

The survey reveals a high level of media consumption among Spanish speakers in Southern Nevada, with a particular preference for Spanish-language outlets. Traditional television remains significant, with a majority watching local government channels, KCLV Channel 2. However, a substantial portion of respondents indicated they would be more likely to engage with these channels if they offered more Spanish-language content. Spanish-language networks such as Univision and Telemundo are also popular.

Radio plays a crucial role in their media consumption, with 91.8 percent of respondents listening to Spanish-language radio stations, notably Latino Mix 99.3 FM and Zona MX 103.5 FM.

3. Strong Social Media Presence

Social media usage is nearly universal among Spanish speakers in the region, with 96 percent of respondents indicating they use at least one platform. Facebook and Instagram are the most popular platforms, each used by 80.7 percent of respondents. Social media groups, such as "La Pulga de Las Vegas" and "Inmigrando con Kathia," are essential community hubs, with 79 percent of respondents actively participating. Additionally, about 60.4 percent of respondents use social media to keep up with news and entertainment.

4. Communication with Local Government

The survey found that most respondents are satisfied with the communication efforts of local government. Around 89.6 percent believe the government does a good job of communicating with Spanish speakers. Email was the preferred communication method, favored by over 84 percent of respondents compared to traditional mail. Moreover, respondents find it relatively easy to connect with Spanish-speaking representatives, although those who expressed dissatisfaction cited language barriers and difficulty locating representatives.

5. Barriers to Accessing Government Services

Despite overall positive feedback, some respondents expressed concerns about interacting with local government facilities. About 40.5 percent reported avoiding city or county facilities due to distrust or insecurity. The primary reasons for this avoidance were language barriers (49.4 percent), general distrust (46.9 percent), and concerns related to immigration status (42 percent).