OMG! How Generation Y Is Redefining Faith in the iPod Era. - Circle

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Table 3: Continental U.S. Hispanic Tract Density Distribution Percent Density Cumulative Count Cumulative Total HH: Cumulative HH: Percent HH: Percent Hispanic HH: Hit Rate Hispanic Total 100 14 18 18 0.00% 0.00% 100.00% 95 97 118026 114266 0.13% 1.91% 96.81% 90 228 319844 301139 0.35% 5.04% 94.15% 85 383 548095 500569 0.60% 8.38% 91.33% 80 525 762314 677234 0.83% 11.33% 88.84% 75 678 980797 846808 1.07% 14.17% 86.34% 70 837 1196765 1003224 1.31% 16.79% 83.83% 65 1059 1521885 1222763 1.67% 20.46% 80.35% 60 1288 1813855 1404605 1.98% 23.50% 77.44% 55 1510 2116758 1578179 2.32% 26.40% 74.56% 50 1818 2529566 1794286 2.77% 30.02% 70.93% 45 2111 2975038 2005499 3.25% 33.55% 67.41% 40 2477 3544520 2247731 3.88% 37.61% 63.41% 35 2919 4219896 2500745 4.62% 41.84% 59.26% 30 3529 5124970 2793573 5.61% 46.74% 54.51% 0 60803 91402228 5976871 100.00% 100.00% 6.54% Although not everyone with a Hispanic surname is actually Hispanic, and not all Hispanics have Hispanic surnames, the likelihood of reaching a Hispanic household is increased by supplemental and ethnic density sample with a surname sample. To assure broader representation in geographic areas known to have lower densities of Hispanics, SSI accesses a list of approximately 13,000 different possible surnames. This list was originally compiled by the U.S. Census Bureau and modified over time by SSI to reflect Hispanic surnames, Filipino surnames, and surnames common to both groups. SSI matches these surnames to the largest available national database of U.S. households to produce Hispanic Surname Samples. According to the 2000 Census, the overall incidence of Hispanic households is 6.5% (about six million households) nationwide. But a telephone study, based on an SSI Hispanic Surname Sample, covering five metropolitan areas across the U.S., showed an overall contact incidence of over 70%, compared to 6.5% nationally. How Generation Y Is Redefining Faith In The iPod Era 36
Asian Oversample To reach young Asians, we created a sample of youth living in areas which, according to the Census, have high density of Asian households and overlapped this list with a surname sample. We therefore reached youth with Asian surnames living in high density areas. To their national database, SSI coded Census tract density information for Asians. From Census tract information, they correlate the probability that an individual household will be Asian. Then, a density code is assigned to each U.S. directory-listed telephone household. The density code reflects the probability of Asian households for the Census tract in which the household resides. The Asian Ethnic Tract Density methodology relies on the identification of those areas where Asian households tend to be clustered; Asians living in predominantly non-Asian neighborhoods will be excluded. Furthermore, the higher the density threshold selected introduces geographic biases, since places of higher density tend to be urban areas. In our study, for example, we selected a 50 percent density. Table 4 shows that selecting Asians at this threshold captures about 2.5 percent of Asian households and that 65 percent of the time a call reaches a household with Asians. Although not everyone with an Asian surname is actually Asian, and not all Asians have Asian surnames, the likelihood of reaching an Asian household is increased by supplemental and ethnic density sample with a surname sample. For the Asian surname sample, SSI accesses a list of approximately 9,600 different possible surnames, which enables them to assure broader representation in geographic areas known to have lower densities of Asians. This list was originally compiled from native origin sources and Asian Consulates, then coded by SSI into six subgroups: Asian Indian, Chinese, Filipino, Japanese, Korean, and Vietnamese. Only one ethnicity code, based on the dominant country of origin, is assigned to an individual surname. However, in some cases, assignment was impossible because of name duplication across Asian groups. To compensate, SSI created two “overlap” subgroups: Chinese/Korean/Vietnamese and Filipino/Hispanic. Each of these subgroups was assigned one ethnicity code. Because we were testing incidence across the four groups, in our pretest we did not include the Filipino/Hispanic group. 37 How Generation Y Is Redefining Faith In The iPod Era
Page 2 and 3: A word about the title of this surv
Page 4 and 5: Table Of Contents 1. Introduction 2
Page 6 and 7: express a hunger for spiritual mean
Page 8 and 9: • The Godly (27%) for whom religi
Page 10 and 11: Generation Y: The Most Diverse Gene
Page 12 and 13: children, younger Americans are at
Page 14 and 15: Young people, moreover, are embedde
Page 16 and 17: can talk to their parents about any
Page 18 and 19: Identity Groups (Percent Responding
Page 20 and 21: Demarcating the Religious Landscape
Page 22 and 23: Core Beliefs By Religiosity (Percen
Page 24 and 25: OMG! 2004 Given what we know about
Page 26 and 27: They are religious “moderates”
Page 28 and 29: Volunteer Activities (Percent Respo
Page 30 and 31: Progressive World View on Differenc
Page 32 and 33: often (4 percent) or somewhat often
Page 34 and 35: 4. Respect intelligence: Don’t ex
Page 36 and 37: Table 1: Population of 18-24 year o
Page 40 and 41: Table 4: Continental U.S. Asian Tra
Page 42 and 43: Appendix B: Religiosity Scale Compo
Page 44 and 45: collected March 16-April 4, 2004. T
Page 46 and 47: 29. See appendix for the scale comp
Page 48 and 49: Acknowledements About the Author An
Page 50: We are also indebted to the followi

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