Perceptions of Latin America 2019 - Insights from New Zealand

This study delves into the perceptions of Latin America among the general public and businesses in New Zealand. It includes insights on the importance of Latin America to New Zealand, awareness of its politics, economics, and culture, knowledge sources, personal experiences, language study views, and business relationships. The methodology, survey data, single-word perceptions, and awareness of different Latin American countries are also presented.

• Latin America
• New Zealand
• Perception study
• Business insights
• Cultural awareness

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1. Perceptions of Latin America 2019 1

2. We wanted to know from the public and business es Their view of the importance of Latin America to New Zealand Their awareness of Latin America and its politics, economics, business or culture How much they knew about Latin America and where they sourced their information If they had visited Latin America and their personal experience Their view on the importance of studying Spanish or Portuguese Understanding their view of New Zealand s business relationship with Latin America 2

3. Methodology Quantitative online survey (1,000 general public) Polled people 18 years and over Fieldwork: 30 October to 11 November 2019. Businesses exporting, importing or investing in countries outside of New Zealand Sample size 253 - 150 identified and a further 103 identified in the general public sample Fieldwork: 11 to 15 of November 2019 NOTE: The general public sample identified 103 respondents in businesses exporting, importing or investing in countries outside of New Zealand 3

4. What people thought of Latin America SINGLE POSITIVE WORDS General public Businesses Base: General public respondents (n=1,000) and business respondents (n=253) 4

5. Whatpeople thought of Latin America SINGLE NEGATIVE WORDS General public Businesses Base: General public respondents (n=1,000) and business respondents (n=253) 5

6. Awareness of different Latin American countries Awareness of the differences between individual Latin American nations General public Businesses Total aware Total aware 37 72 Total not aware Total not aware 28 61 Very aware Very aware 6 22 Quite aware Quite aware 50 31 Not that aware Not that aware 48 26 Not aware at all Not aware at all 2 13 Unsure Unsure 2 0 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 6

7. How up to date they were with Latin America news Developments in Latin American politics, economics, business or culture General public Businesses Total Very + Quite up to date Total Very + Quite up to date 25 67 Total not up to date Total not up to date 74 33 Very up to date Very up to date 3 18 Very up to date with some Very up to date with some 5 19 Quite up to date Quite up to date 17 30 Not very up to date Not very up to date 40 25 Not up to date at all Not up to date at all 34 7 Unsure Unsure 1 0 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 7

8. Personal experiences with Latin America Importance of visiting Latin America or knowing Latin Americans, to encourage an interest in the region General public Businesses Total important Total important 58 76 Total not important Total not important 38 23 Very important Very important 16 28 Somewhat important Somewhat important 42 48 Not that important Not that important 24 18 Not important at all Not important at all 14 5 Unsure Unsure 3 1 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 8

9. Importance of learning Spanish or Portuguese Should New Zealanders learn Spanish or Portuguese? General public Businesses Total important Total important 49 71 Total not important Total not important 47 28 Very important Very important 8 21 Somewhat important Somewhat important 41 50 Not that important Not that important 37 20 Not important at all Not important at all 10 8 Unsure Unsure 4 1 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 9

10. Developing Latin American knowledge and skills Likelihood of developing Latin American knowledge in the next five years General public Businesses Total likely Total likely 36 62 Total not likely Total not likely 61 37 Very likely Very likely 6 22 Somewhat likely Somewhat likely 30 40 Not that likely Not that likely 36 25 Not likely at all Not likely at all 25 12 Unsure Unsure 3 1 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 10

11. Likelihood of travelling to Latin America In the next five years General public Businesses Total likely Total likely 30 68 Total not likely Total not likely 68 32 Very likely Very likely 8 26 Somewhat likely Somewhat likely 22 43 Not that likely Not that likely 29 18 Not likely at all Not likely at all 38 14 Unsure Unsure 3 0 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: General public respondents (n=1,000) and business respondents (n=253) 11

12. You can find the full report on our website. If you have any questions please email us. 12