Department of Motor Vehicle (DMV) Spanish Website Focus Group Study
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Department of Motor Vehicle (DMV) Spanish Website
Focus Group Study
Prepared for the California Department of Motor Vehicles by
the Institute for Social Research at California State University, Sacramento
Ernest L. Cowles, Ph.D.
Director and Emeritus Professor of Sociology
Cristina Larsen, Ph.D.
Research Analyst
Kelly Nelson
Graduate Research Assistant
June 25, 2012Table of Contents
Introduction ................................................................................................................................. 3
Methodology ............................................................................................................................... 3
Instruments ............................................................................................................................. 3
Participants .............................................................................................................................. 3
Data Collection ........................................................................................................................ 4
Results ......................................................................................................................................... 5
Participant Characteristics....................................................................................................... 5
Focus Group Responses........................................................................................................... 7
Conclusion ................................................................................................................................. 14
Appendices ................................................................................................................................ 16
Appendix A Participant Demographic Questionnaire ....................................................... 16
Appendix B Focus Group Questions ................................................................................. 18
Appendix C Focus Group #1 Transcript and Screenshots ................................................. 19
Appendix D Focus Group #2 Transcript and Screenshots ................................................. 70
2Introduction
The Department of Motor Vehicles (DMV) contracted with the Institute for Social Research (ISR)
at California State University, Sacramento to learn more about factors related to the usage of
DMV’s Spanish online services. The research objectives were to gain a deeper understanding of:
1) how individuals who commonly use the Spanish language access information,
2) potential barriers to DMV’s Spanish Online Services usage by individuals who commonly
use the Spanish language, and
3) general perceptions of the visual presentation of information on the DMV Spanish website
by individuals who commonly use the Spanish language.
Methodology
Instruments
A demographic participant questionnaire was developed collaboratively between the DMV and
the ISR (see Appendix A) in order to determine some of the key characteristics of focus group
participants such as age, gender, income, and Spanish and Internet usage frequency.
The focus group questionnaire was developed collaboratively between the DMV and the ISR and
the final questions (see Appendix B) were approved by the DMV. These seven major questions
were designed to capture the research objectives with additional questions and probes used to
elicit additional feedback for further exploration and clarification of responses (see Transcripts
in Appendices C and D).
Participants
Participants were recruited using the snowball sampling methodology. This methodology is a
non‐probability sampling technique in which a group of individuals known by the research team
to be Spanish speaking were asked to help identify potential focus group participants who met
the following criteria:
Bilingual (English/Spanish)
Use the Internet
Have used DMV services at least once in the past/a DMV customer
At least 18 years of age
Know English well enough to participate in an focus group held in English
Potential research participants were contacted by an ISR research team member to determine if
they met the criteria and would be willing to participate in a focus group at the University.
Tables 1 through 14 in the Results section contain data on the characteristics of the focus group
participants. It is important to understand that participants do not constitute a representative
sample of all potential users of the DMV Spanish language website. Therefore, their feedback
3should be considered indicative, but not necessarily representative of the larger demographic
groups from which they come.
For the first focus group, 10 individuals confirmed that they would be in attendance, but there
were two “no shows” (both young males) resulting in eight total participants.
For the second focus group, 12 individuals confirmed that they would be in attendance, but
there were three “no shows” (two older females in their 50’s and an older male in his late 40’s)
resulting in nine total participants. Additionally, there were two individuals who wavered in
their confirmation (a male and a female in their 40’s) and ultimately backed out and did not
confirm their participation.
There was a significant challenge in recruiting older participants. The research team learned
more about why this might be the case during the focus group sessions from the younger
participants. Younger participants indicated that older individuals (parents and grandparents)
were less comfortable using the English language and using the computer, than the younger
participants. In both groups, a picture emerged that, in general, older people are not as tech
savvy as the younger people. This did not come as a surprise to the research team and it does
support the notion that the information gathered from the younger participants may in fact be
more reliable than potential information gathered from older participants who may be self‐
conscious and therefore less willing to disclose their Internet usage patterns and/or they may
present information under a social desirability bias.
Data Collection
Two focus groups were held at the Institute for Social Research (ISR). The first focus group was
held on May 24, 2012 with eight participants, the second was held May 31, 2012 with nine
participants for a total of 17 participants. Both focus groups lasted approximately two hours
(6 PM to 8 PM). Participants were asked, and agreed to, the sessions being audio recorded.
These recordings were subsequently used to make a typed transcript of the sessions for
analysts. The focus groups were conducted in English. All participants seemed to understand the
questions and responded appropriately. No problems that might impact the clarity of the
recordings, such as heavy accents, were noted. Each focus group was facilitated by the
moderator, Dr. Cristina Larsen. Two research assistants, Kelly Nelson and Jeanine Cunningham,
were responsible for taking observation notes and managing the technology component of the
session. The tables below present an overview of salient demographic characteristics of the
participants.
4Results
Participant Characteristics
In general, participants were male, young, low income, more comfortable with English than
Spanish, spoke Spanish with family members, and were high‐frequency computer users.
Table 1. Age
Percent Number of cases
18‐19 11.85 2
20‐24 23.5% 4
25‐29 47.1% 8
30‐34 5.9% 1
35‐39 5.9% 1
65‐69 5.9% 1
Total 100.0% 17
Table 2. Gender
Percent Number of cases
Female 35.3% 6
Male 64.7% 11
Total 100.0% 17
Table 3. Education
Percent Number of cases
High School Graduate 17.6% 3
Some College 29.4% 5
Bachelor’s Degree 29.4% 5
Master’s Degree 11.8% 2
Doctorate 5.9% 1
Professional Degree 5.9% 1
Total 100.0% 17
Table 4. Occupation
Percent Number of cases
Student Assistant 23.5% 4
Call center agent 11.8% 2
Service industry 11.8% 2
Administrative Assistant 5.9% 1
Education 5.9% 1
Analyst 5.9% 1
Jr. Specialist 5.9% 1
Landscape 5.9% 1
Team Leader 5.9% 1
Retired 5.9% 1
Unknown 11.8% 2
Total 100.0% 17
5Table 5. Employment Status
Percent Number of cases
Full 35.3% 6
Part 35.3% 6
No answer 29.4% 5
Total 100.0% 17
Table 6. Student Status
Percent Number of cases
Full 29.4% 5
Part 17.6% 3
No answer 52.9% 9
Total 100.0% 17
Table 7. Income
Percent Number of cases
$25,000 or less 58.8% 10
$26,000‐$35,000 11.8% 2
$36,000‐$55,000 17.6% 3
$56,000‐$75,000 5.9% 1
$66,000 or greater 5.9% 1
Total 100.0% 17
Table 8. First Language
Percent Number of cases
Spanish 82.4% 14
English 5.9% 1
Neither (both at same time) 11.8% 2
Total 100.0% 17
Table 9. Most Comfortable Language
Percent Number of cases
Spanish 11.8% 2
English 64.7% 11
Neither (I feel equally comfortable with
both) 23.5% 4
Total 100.0% 17
6Table 10. Spanish Frequency
25% of the time 50% of the time 75% of the time 100% of the time Total
% N % N % N % N % N
Talking with family/friends 47.1% 8 23.5% 4 11.8% 2 17.6% 3 100.0% 17
Watching television 70.6% 12 23.5% 4 5.9% 1 ‐‐ ‐‐ 100.0% 17
Reading 64.7% 11 29.4% 5 5.9% 1 ‐‐ ‐‐ 100.0% 17
Spending time on the internet 64.7% 11 23.5% 4 11.8% 2 ‐‐ ‐‐ 100.0% 17
Using social media 64.7% 11 17.6% 3 11.8% 2 5.9% 1 100.0% 17
Table 11. Spanish media outlets
Titles and Frequency
Newspapers L.A.’s La Opinion (2); El Informador (1); El Universal (1); Novedades, Por Esto (1)
Magazines Cosmopolitan (1); Latina in Style (1); Latina, Hispanic Business (1); TV Novelas (1)
Radio 97.9 (6); 104.3 (1); 94.3 (1); 99.9 (1); 102.5 (1); La Favorita (1); La Podersa (1); Latino (1)
Univision (13); Telemundo (6); Telefutura (2); Azteca (1); Galavision (1); Discovery (1); E! (1);
TV News/Sports (2)
Table 12. Computer Owner
Percent Number of cases
Yes 100.0% 17
No ‐‐ ‐‐
Total 100.0% 17
Table 13. Primary Computing Device
Percent Number of cases
Mobile device 41.2% 7
Stationary computer 58.8% 10
Total 100.0% 17
Table 14. Internet Access
Percent Number of cases
At home 100.0% 17
At work 58.8% 10
By cell phone 52.9% 9
Focus Group Responses
The following analysis is a narrative of common themes and unique outliers that were discussed
within the two focus group sessions. Themes for each question are listed and discussed
according to the frequency with which they were mentioned. Major questions are presented in
bold type, while probes and follow‐up questions are underlined. Two focus group participants
7arrived 10 minutes late for the second focus group. Given the time spent on the introduction,
they arrived in time for the first question.
Question 1a: If you need information regarding public services where do you usually
go to get that information?
All participants indicated that they use the Internet as a primary means of getting public service
information. Several participants specifically mentioned that they would use the Internet search
engine Google while just a couple mentioned Yahoo. A typical response during the discussion is
exemplified by the comment: “Yeah, I would agree, with Google, whenever I want to search for
something, whether it be first time, I would Google it…” Some participants explained that they
would conduct an Internet search for the city or county that they were trying to locate the
services within. When asked what other means they use to find this information, participants
listed phone books, word of mouth, agency networks, and physically attending city or county
offices.
Question 1b: If you needed information regarding the Department of Motor Vehicles
(DMV) specifically, where do you usually go to get that information?
Most participants responded that they first go to the DMV website in order to find information
or to make an appointment prior to physically visiting the DMV. The comment: “… you would be
able to set an appointment and then you would be able to make it there, more convenient... so …
online would be better … convenience for everyone” typifies this discussion. Only two of the
eighteen participants preferred to visit the DMV in person for information instead of consulting
the website first.
Question 2a: Do you typically use the Internet to find information you need?
All participants indicated that they typically use the Internet to find information they need.
Question 2b: What kind of information?
Participants reported to search the Internet for “everything”. Most common topics included
general research of topics, news, directions, hours of business, and phone numbers. Other
topics consisted of entertainment and social websites, searching for events, restaurant reviews,
shopping online or price research, checking sports scores or schedules, booking travel, and
school related websites.
Are there some very common websites that you believe your age group or cohort
frequently visits? Participants listed Facebook, Yahoo, Pinterest, You Tube, MapQuest,
and G‐mail as popular sites.
8Question 2c: How do you typically learn about new sites?
Most participants said they hear about new websites from friends and through word of mouth
and electronically. While friends may say directly through word of mouth: “Check this out,” they
may also post “Likes” on their Facebook status, send e‐mail chains or “e‐vites” as invitations to
visit a new website as well. One participant mentioned “Tweets” from people, especially
celebrities you may follow on Twitter.
Do you seek out websites based on other media (not just from the Internet and
between friends’ emails and so on)? Word of mouth from friends (electronically and in
person) was cited at the most frequent means of learning about new websites.
Respondents also discussed advertisements or articles in magazines that may prompt
them to visit a new website as suggested by the following quote: “So, I know I have gone
to websites from the magazine, directly from the magazine or now they have barcodes
that you can scan with your phone and it takes you straight to a website.” Television and
radio ads were also mentioned as a way to learn about new websites. Participants also
pointed out that surfing the Internet by clicking new links also leads to discovering new
websites.
Question 3: What is your main method of conducting business with DMV (in person,
by mail, by phone, online or some combination)?
Most participants indicated that there is a preferred hierarchy of methods to conduct business
with the DMV. Most frequently participants will visit the DMV website to attempt to conduct
their business online, however, if they are not able to complete their business online they will
schedule an appointment through the website and complete their business in person. A few
participants try to conduct all their DMV business through the mail and will visit the website
prior to visiting the DMV in person. A few participants expressed that they would rather visit the
DMV in person than conduct business online, common explanations for this were similar to the
comment: “I’d rather walk in and talk to somebody instead of doing something online
…something pops up red because you can’t do it and now you’re doing this at night so you can’t
talk to anyone, you can’t call anyone, so I’d rather just to walk in, be there, get everything …
over with and have somebody there to help you.” All but one participant agreed that it is best to
make an appointment online prior to any visit to the DMV. A few participants explained that
they have called the DMV for information or appointments in the past, but prefer using the
online appointment system now. One participant explained the convenience of the new kiosks
located in DMV offices. Finally, one participant claimed he/she was able to conduct some DMV
business through his/her insurance agency.
Since participation by older participants in the focus groups was limited, the researchers made
an effort to learn more about their technology and DMV usage patterns via the younger
participants.
9 …we would like to get a little more information on how older users interact with DMV
and the Spanish website, if they know about it. Do you help your parents? Do you
facilitate online interaction for them, relatives, older friends, primarily Spanish
speaking? Can you tell us more about that? Some participants explained that they
handle their parents or family members' DMV business online because their family
members are not comfortable enough to navigate the Internet by themselves. The
following statement characterizes several participants interactions with older family
members and Internet use: “Yeah my parents don’t know how to use the Internet at all
but they’re definitely becoming curious … they actually always ask me like, “Hey could
you teach me how to use it” so I’ve taught them a little bit but they haven’t actually like
done it themselves”. A few participants also clarified that their older family members,
and sometimes they themselves, do not trust the Internet for financial transactions as
well. A few participants explained that their older family members conduct their DMV
business through the mail, while another few said that their relatives would rather go in
person. One participant from the older cohort explained that she is unusually
technology savvy for her cohort and would rather conduct business through the
website. One other participant explained that his mother, although older as well, is also
technology savvy and prefers to conduct business matters through the Internet.
Question 4a: How many of you use the DMV’s English website?
All but one of the seventeen participants had used the DMV’s English website.
Question 4b: Why or why not? If so, for what…?
The major activities that were reported to take place on the website were (in order of
frequency) driver’s license renewals, registration renewals, making appointments for a visit to
the DMV office, change of address, change of title, and to look up hours of operation.
Question 4c: When were you last on it?
All participants who had visited the website had done so in the last year. About a third had
visited the website about a year ago, about another third had been in the past four months or
so, and the remaining third had been in the past few weeks.
Question 4d: How often do you use it?
Most participants frequent the website one or two times a year, with about three participants
visiting the website approximately three times a year.
When did you start using the English DMV website? How long ago, approximately? Two
participants began visiting the DMV website at least five years ago, while most began in
the past year or two.
10Question 4e: How many of you use the Spanish website?
None of the participants had ever conducted business on the Spanish DMV website. One
participant had browsed the website in Spanish while conducting business on the English site
just to: “… see how it matched and what information, if it was different at all, but then I went
back to the English page.” Several participants assumed that a Spanish version of the DMV
website existed but never had a reason to seek it out.
Question 4f: Why or why not?
Virtually no one was aware of the Spanish DMV website, however, had assumed that one must
exist. They expressed that they would not have been motivated to use it had they been aware of
it since they all had a higher comfort level with the English language and use English websites
predominantly. Many of the participants prefer to read English because they find that Spanish in
professional and/or academic settings is written at a higher reading level than they are
accustomed to speaking. Some participants said they would use the Spanish website to practice
their Spanish skills, but would be much more likely to use it while assisting their parents with
DMV business. One participant explained that the environment that a person spends more time
in may determine what language they are more likely to search the Internet in for example: “But
we’re over here where we are speaking English to everyone , you know, we’re going to go to
DMV and talk English to people there. So it, you know, it’s the first website that pops up, so
more likely we’re gonna go to English website or like I said, imagine where, another spot where,
where everything you know, is Spanish you know or everything online is in Spanish the first
website is going to pop up I would think would be as the Spanish website. So I think the
environment has a lot to do with…”
Question 4g: If you do not use the Spanish website, would you consider using it?
A few participants explained that they would use the Spanish DMV website to assist
their parents or family members with DMV business. A few said they might for practice
with their Spanish skills: “I would definitely use it for the same reasons just so I become more
savvy with it …cause I find that my transition, like, I get a little rusty.” Many justified their
reason for not using it was the fact that the language used is not always clear to them
and is sometimes confusing. Many shared this similar idea: “We speak it [Spanish] in more
of a slang type so a lot of those proper wordings aren’t even like in our vocabulary. Because first
of all, I mean I’m just assuming, but most of our parents didn’t go to that much schooling so then
we ‐ we grow up here and we just speak it … we don’t grow up reading it and writing it like we
do with the English.”
So if you’re not using the Spanish websites generally, particularly the DMV, who do you
think the market is for that website? Who would be using it or should be using it or
would get something out of it your parents, your friends? Participants discussed the
dilemma that this website should be used by Spanish speakers but the Spanish speakers
11they are familiar with are often times not Internet savvy (as discussed previously).
Recent immigrants were also listed as Spanish speakers who may use the site.
Question 5: Do you tend to use websites other than DMV in English only, Spanish only,
or a combination?
Do you look at or use any websites in Spanish only? Several participants indicated that
they frequent news websites that are only offered in Spanish especially for news in
Central and South American countries. Univision is a popular site for participants to
check local news and events. A few have used Spanish websites for travel to Mexico.
One participant used a Spanish website to purchase a magazine subscription for her
mother. A couple of participants who work with Spanish speakers use Spanish‐English
translation dictionaries online. Three participants never visit Spanish websites.
Do you read any Spanish magazines, listen to Spanish radio? Most participants
indicated they listen to local Spanish radio stations on a daily basis, many participants
watch Spanish television when they visit their parents, and a few browse through
Spanish magazines while waiting in line at grocery stores.
And for your friends and relatives that are bilingual but a little less proficient in English
than you are, either written or verbal, do they use Spanish websites on the Internet?
News websites and Univision were the most frequently used by participants’ parents
while watching television shows online in Spanish, and the Spanish version of Facebook
were also mentioned.
And where do they get their news from and information primarily would you say,
besides the Univision website are they listening to Spanish radio, reading Spanish
newspapers, watching Spanish TV? Almost all of the participants’ parents get their news
from Spanish television (e.g., Univision), a few from the radio primarily, a couple from
Spanish newspapers (generally older men), and at least one from the Internet.
Question 6a: How do you find the overall appearance of the DMV Spanish Homepage?
Participants across focus groups reported the screenshot to be simple, clear, and
straightforward. It was mentioned that everything on the page should be in Spanish, that
services and frequently asked questions should be placed above news and announcements, and
that the word “DMV” should appear nearer to the top to indicate that one is on the DMV
website. Participants liked that the idea that efficiency and time savings was promoted
throughout the page. A few participants commented that the pictures were positive as well.
Some participants felt that the English to Spanish toggle/tab should be larger or more
pronounced so that less Internet savvy users would find this feature easier to locate. Another
recommendation was to emphasize the importance of creating an account in order to log in to
complete online services, also the language, especially the word “Gestion” was discussed and
participants felt that “Registarse aqui” should be larger or bolded. Several times it was
mentioned that the translations were very literal and not the most commonly used expressions
in Spanish. The last concern was that the video clip was in English only.
12Question 6b: How do you find the overall appearance of the DMV Spanish Vehicle
Registration Renewal Page?
Most participants liked the organizational features of the bullet points and felt the page was
well organized overall. However, they also felt that there were too many words and that the
font was too small. The red text helped to set apart information and was an appropriate color
for “warnings,” but should be used in moderation. Some participants appreciated the
explanation of the process and list of what you will need to complete your business online. The
participants were also impressed with the feature to increase text size and found this useful.
There was a debate among the participants as to whether it is better to have all the necessary
information laid out in one long page with the data entry fields showing versus a concise page
that leads to new windows or pop‐up boxes to enter information, the debate was inconclusive
with about half of the participants taking each side.
Question 6c: How do you find the overall appearance of the DMV Spanish Driver’s
License and Identification Renewal Page?
This page contained no content and indicated that it was only available in English (see Appendix
B, Screenshot #3, page 66).
Question 6d: How do you find the overall appearance of the DMV Spanish
Appointment Systems Page?
Participants’ first impression is that the page was simple and clear. Participants liked that the
phone numbers and FAQ information stand out in appropriate colors. Participants also liked the
warning for the “time‐out” feature. All participants agreed that the “Cookies” information was
confusing and/or irrelevant and would deter less Internet savvy Spanish speakers from using the
website altogether. Most participants agreed this information should be reduced to a link with a
full explanation. Participants were concerned the word “Espias” was too strong of language
raising the issue of translation again. A participant also recommended additional instructions of
“Click one of these options” near the button/boxes for less Internet savvy users. It was also
noticed that the “Caution!” statement was in English.
Question 6e: How do you find the overall appearance of the DMV Spanish Change of
Address Page?
Again participants liked the organization of the bullet points, the explanation of what you can’t
accomplish through the website. The language translations were of concern on this page, for
example, “embaracacion” may be too literal of a translation or a high level vocabulary word.
Overall participants felt this page was “overwhelming” with too many words and too much
information. Participants felt one way to remedy this is to transform the “Register to vote”
information into a simple line or link and the value of including this information at all was
discussed. Another way participants felt this page could be simplified was to eliminate the FAQ
explanation and simply title the FAQ as “Preguntas Frequentas” on the Spanish website pages in
order to eliminate any confusion.
13Question 6f: How do you find the overall appearance of the DMV Spanish Status of
Application for Drivers License or ID Page?
Participants felt this page was simple and straightforward. They liked the explanation of what
you will need to complete the transaction, they also liked that you don’t have to fully register to
use this service.
Question 6g: How do you find the overall appearance of the DMV Spanish Driver
Record Request Page?
This page also led to the ongoing discussion of whether the information should be offered on
one page or should be broken down into several; no clear consensus emerged. The overall
recommendation was to simplify the language.
Question 7: Do you have any recommendations for increasing awareness about DMV’s
Spanish website?
The participants had several ideas including:
TV and radio station advertisements
Signs within DMV offices
Better linkage from the English website
Billboards, buses and benches in high traffic areas
One participant mentioned the Mexican consulate because several immigrants visit frequently
when dealing with immigration issues and various paperwork.
Conclusion
The data suggest that there are two broad subgroups within the Spanish‐speaking community
that interact with DMV and with technology in distinctly different ways. While the data
collection was primarily from younger Spanish speakers, these individuals provided substantial
insight into the behaviors of their parents and grandparents. It is important to regard these data
as indicative, but not necessarily representative of DMV customers and DMV website users
whose use the Spanish language.
There were significant commonalities across both focus groups in terms of how participants
access information. They were more comfortable with, and more frequently used, the English
language. They were frequent Internet users and typically visited English‐language websites.
They also conducted their DMV transactions predominantly through the DMV English website,
with exceptions, such as when they needed to visit a DMV office in person for special
circumstances. The participants indicated that, in general, their parents and grandparents were
more comfortable with and used the Spanish language more often, but they were not frequent
Internet users, and they tended to conduct their DMV transactions in person.
Virtually none of the English participants were aware of the Spanish DMV website and given
their preference for English‐language usage, they were not motivated to seek it out. When they
14reviewed some principal web pages of the Spanish DMV website they frequently took issue with
the translation and word choice presented.
Many participants indicated that their parents and grandparents express a curiosity and
enthusiasm about the Internet, however they also typically ask their children/grandchildren for
assistance when they have a task to perform online. The older users are then pleasantly
surprised at how fast and easy it is to accomplish some tasks online, however, they remain
reluctant to perform online transactions themselves. Their lack of technology skills along with
the English‐language barrier seem to combine to serve as deterrent to Internet usage. Older
Spanish speakers still tend to access information through television and radio primarily and go
into DMV for their business.
There was considerable consensus in reaction to the Spanish website pages. In general the
overall appearance of the pages were regarded positively, however several suggestions were
offered for improving the access and appeal for the sake of their parents and grandparents (the
participants themselves use and like the DMV English website and therefore have little
motivation to use the Spanish website). A top concern was that everything on the page should
be translated into Spanish. Related to this suggestion is to reduce the number of words and
maybe even more importantly, improve the quality of the Spanish translation. Several
discussions broke out in the focus groups (usually among themselves and partly in Spanish) on
word and phrases that they either did not understand or feel was appropriate. Several times it
was expressed that the literal translation (of the English website) was awkward, wordy, and at
too high a level.
These data suggest a couple of areas of opportunity for increasing Spanish DMV website usage.
First, increase awareness of the website within the target audience of older, Spanish‐speaking
individuals. The data suggest that advertisements on television and radio would have experience
penetration rates. Another effective strategy would be to train employees to introduce the
walk‐ins to the website and explain and encourage its use. Ideally resources would be available
to walk them through the transactions on a computer in the office. However, the infrequency of
DMV transactions (usually no more than three times a year) may mean there is little incentive
for older individuals to learn the website tasks that they may expect to forget in a years’ time.
Regardless, any “recruitment” effort would likely be more effective if delivered through a
person and with an emphasis on ease of use (even fun). Time savings is probably less of an issue
for older people who tend to be retired and it would not have the same incentive as “fast and
fun” technology interaction.
Second, since younger, tech savvy Spanish speakers, appear to prefer the English language
website, tailor the website to the target audience of older, Spanish‐speaking individuals. Have
the website professionally translated and vetted with older Spanish speakers. Make the website
generally senior friendly, without “dumbing” it down. Participants suggested that larger text and
fewer words, and the elimination of irrelevant information would be appreciated by any age
group.
15Appendices
Appendix A Participant Demographic Questionnaire
1617
Appendix B Focus Group Questions
1. If you need information regarding public services (such as those provided by DMV)
where would you usually go to get that information?
2. Do you typically use the Internet to find information you need? How do you
typically learn about new websites?
3. What is your main method of conducting business with DMV (in person, by mail,
online or some combination)?
4. Do you use DMV’s English website, Spanish website or both? Why or why not…? If
you do not use DMV’s Spanish website, would you consider using it? Why or why
not…?
5. Do you tend to use other websites in English only, Spanish only, or a combination?
Which…why….?
6. Do you find the overall appearance of the DMV Spanish website homepage visually
attractive/appealing? Why or why not…
7. Do you have any recommendations for increasing awareness about DMV’s Spanish
website?
18Appendix C Focus Group #1 Transcript and Screenshots
Focus Group #1 Transcript
This transcript is verbatim to the best of our ability. Punctuation was added to increase
readability. Moderator questions in bold and italics indicate an original, DMV-approved question.
All others are moderator-generated probes and follow-up questions.
Moderator Okay [Pause] first question, if you need information regarding public
services, where do you usually go to get that information?
Participant 3 Probably like the city’s website
Participant 1 Google it
Participant 7 Yeah
Participant 8 Google
Participant 3 Yeah, it’ll take me places
Participant 2 Yeah, I would agree with Google whenever if I want to search for something
whether it be first time I would Google it and put probably the city of what I’m
looking for so it - it be more towards where the city I am looking at.
Participant 7 I guess sometimes counties are good, also, not only cities provide but yeah for
the most part probably some kind of search engine.
Moderator So counties via the Internet?
Participant 7 Umhm
Moderator Okay, as well as cities?
PARTICIPANTS Right, correct, umhm
Participant 6 Yeah I would do the same, search for and if not, Google it and then if not then
try to find the actual website.
Moderator Do any of you get this information from places other than the Internet?
Participant 3 I mean you can walk in to like city hall or somethin’ like that
Participant 8 Probably um the white pages, phone book, if there’s no Internet available
Moderator Have you actually called agencies before?
Participant 8 I have. Yes from the phonebook.
19Participant 6 I usually uh go online and get their number I guess. And then I call too, so I am
always usually going online and finding out their information I need and then
show up to the place already with all the information.
Participant 4 Or like a lot of word of mouth also, you can ask - ask someone and then they
mostly know the answer yeah someone that you know would know the answer,
you know, and they’d like be able to direct you to there or give you more info
on it.
Participant 2 I guess through other programs too, cause I work for the WIC (Special
Supplemental Nutrition Program for Women, Infants, and Children ) program
and I have a lot of participants who call me asking for other programs to see if I
have the number for other programs as well. So I guess through - through other
programs they try to-to kind of network with each other and help each other
cause we do have the numbers for other programs in case someone does - does
ask.
Moderator I see [Pause]. And if you needed information regarding the Department of
Motor Vehicles (DMV) specifically, where do you usually go to get that
information?
Participant 7 DMV website
Participant 8 Online
PARTICIPANTS Yeah
Participant 3 Yeah, it’s the fastest way to get the information.
Participant 4 Yeah you would be able to set an appointment and then you would be able to
make it there more convenient so it be - online would be better I think for
convenience for everyone.
Participant 3 Well most of the basic questions are answered on there any way. I mean a lot
of people hate having to actually physically go to the DMV so.
Participant 2 Yeah, actually even it would be even more beneficial than calling cause I
actually went yesterday and I made an appointment online, the day before
through online and I know that if I call I would be probably on the wait -
waiting list waiting for, I was actually was, I was waiting for 20 minutes. Well
they said the wait was 20 minutes to actually get through to somebody when I
went online it took me less than five minutes to make an appointment. So it’s
more efficient and - and faster through online then to be able to tell them even
to call.
20Participant 7 Yeah, I did the same thing too I was I had to um - I had an appointment, I made
an appointment and I just didn’t show up and then I cancelled it and made
another appointment it was just like right there on the spot. So it was really,
really convenient just to get on the website.
Participant 4 I know people have more um - access to Internet also everywhere like at work,
at home. So it’s more and on their phones, yeah so they can do it while they’re
doing you know while they’re at home anytime during the day or at night.
Participant 8 I actually did the same thing I made an appointment online, at home and I got
to the DMV and couple of minutes later and I just got on my phone and made
another appointment on the spot.
Moderator So do you typically use the Internet to find information you need, in general?
Participant ? Umhm
Participant ? Yeah
Participant ? Yeah
Participant 3 Yes
Moderator And what kind of information, typically, are you looking for when you’re
going to the Internet to find information?
Participant 7 Phone numbers
Participant 3 I mean everything and anything nowadays
Participant 8 Directions, mostly
Participant 4 What time something opens and closes
Participant 2 Yeah, for me probably more mostly directions and phone numbers, that I look
for
Participant 5 Just news in general as well, you know like presidential elections going on too
if you didn’t catch something on TV you go on the online find out what you
missed.
Participant 8 Sports with the play offs going on
Moderator Right so opening it up to everything not just public utilities so news,
sports...
Participant 7 Entertainment
21Participant 4 Social media
Moderator Social media
Participant 1 Flights, looking for cheap flights
Participant 1 Looking for um - venues to have a party or uh, you know, some sort of
celebration
Participant 3 Shopping, doing research on items that you’re looking into purchasing, stuff
like that
Participant 8 Or ratings on restaurants that you want to visit
Participant 3 Good one
Participant 1 Or events going on around the community, Second Saturday, fair, downtown
Sacramento have events going on downtown.
Moderator Are there some very common websites that you believe your kind of age
group or cohort frequently visits? Like you and your friends, are you
almost all on Facebook, you almost all on Sacramento Bee, are you almost
all on - what are some core websites that you think most people are
hitting?
Participant 4 YouTube
Participant 7 Facebook
Participant 8 Pinterest
Moderator Pinterest?
Participant 6 Yahoo Answers
Participant 4 MapQuest, [Pause] Yahoo [Inaudible]
Participant 8 I guess e-mail, g-mail
Participant 4 Oh yeah
Participant 8 Now they have the G-chat so you can chat while you email [Laughter]
Participant 7 Obsessive, [Pause] I’m sending you an e-mail right now [Laughter]
Moderator How do you typically learn about new websites?
Participant 1 Friends
22Participant 5 Word of mouth
Participant 1 Word of mouth, “Check this out, alright there you go”
Participant 8 Or um invites, you know, e-mails, e-mail invites from friends
Participant 5 Celebrities, they probably - you know famous people they’ll tweet on
something like, “Yeah you got to go check this out,” or you go check it out or
new artist
Moderator Celebrity tweets [Laughter]
Participant 5 I guess you could say
Participant 7 Facebook status just putting up whatever status “Check out this website too and
whatever”
Participant 6 I would say e-mails like e-mail chains or something
Moderator What about um, magazine articles you’ve read or in newspaper articles, or
TV shows, or movies, do any of those prompt you to go look or find new
websites?
Participant 4 Commercials
Moderator Pardon?
Participant 4 Or like commercials? Like on TV.
Moderator Yeah, like radio spots anything like that?
Participant 8 Magazines
Moderator So you, do seek out websites based on other media not just from the
Internet and between friends emails and so on. But it’s mostly between,
kind of word of mouth via email and friends.
Participant 7 More Internet based I would think so, I can remember like like on TV when
they first started putting like the URL addresses I remember it was like a big
deal it’s like, “Wow I got to check out that or MSNBC is doing these days
[Inaudible] website nowadays it’s I, I don’t check it as much like because of
TV and other things I just usually go based on like something else on the
Internet just to [Inaudible].
Moderator Umhm
23Participant 8 I know I just got a subscription to um - to magazines and they have tips on
fashion and food and stuff like that. So I know I have gone to websites from
the magazine directly from the magazine. Or now they have um barcodes that
you can scan with your phone and it takes you straight to a website. So that’s
another one.
Participant 2 Yeah I would say for me mostly it would be online just cause subscriptions to
magazines and all that I don’t need to subscribe anymore cause I can just go on
it online or I can like it on Facebook and they send me updates of new articles,
new, new things like that where where if I look at a magazine and see a website
I’ll write it down and forget about it whether I can go online and go to the page
and click on links there. I guess for me even at work because I’m on the
computer all day it kinda makes it easier for me to-to go to new pages is when I
find them online. Cause through magazines, like I said I’ll eventually end up
forgetting whether I am on Face – on on the computer I can just click the link
or save it for later.
Participant 6 Yeah it’s more credible when somebody tells you, [Participant 3: Umhm] you
know, like a friend or somebody than when you hear it on TV or what not but,
I st - you know, I’ll still visit sites if they have like an interesting ad or
something that, you know, I might need a use for.
Moderator Do you get any of your news from sources other than the Internet, radio,
newspaper magazines, TV?
PARTICIPANTS TV, yeah, umhm
Moderator You’re all nodding yes, so you do go beyond the Internet. How many of
you do get your news from the Internet, some, or all of the time?
Participant 2 I do, some
Participant 3 Most of the time. I wouldn’t say like one hundred percent, but probably most
of the time.
Participant 6 Yeah if you need it instantly you go online
Participant 3 It’s very accessible that way
Moderator Do you listen to the radio?
Participant 3 I do sometimes, but not all the time
Participant 4 Yeah in the morning like I’ll like turn on TV, the news, like local news. You
get information right there or like when you’re driving to work or to school.
Um turn the radio on and they might have like headlines or you know just like
24um like important news that they’ll say like breaking news online and you’ll be
able to get more information like that. Or learn about information with those
sources.
Participant 8 Yeah, I know, um myself, um I listen to the radio for news mostly. Yeah I go
on the Internet sometimes, on ah my phone because I have apps for NPR
(National Public Radio) or CNN (Cable News Network) stuff like that but
mostly it’s on the radio to and from work since I’m driving from Davis to Sac
(Sacramento) and Sac to Davis I have enough time to listen to NPR and usually
that’s where I get my news from most of the time actually.
Moderator When you look at TV do you look at an actual TV or is it always through
your computers?
PARTICIPANTS Actual TV
Moderator You still have actual TV? [Laughter] Do you watch TV through your
computer too sometimes?
Participant 8 I don’t have a TV, but I watch it through the computer
Participant 7 Like Hulu and all that?
Moderator Yeah
Participant 7 Yeah, yeah. Try to catch the Daily Show on there that’s kinda where I get my
news, my news kind of it’s not good news but.
Moderator So your news, like your entertainment is split between different mediums
too some is on the Internet\computer and some is on real TV. Still go to
movie theaters?
Participant 3 Occasionally [Laughter]
Participant 4 I don’t go to movie theaters
Participant 3 It’s so expensive nowadays, though
Participant 8 And if you really want to go when it’s not expensive it’s like on a Tuesday in
the middle of the day
Participant 7 Kids aren’t there
Participant 6 Redbox
Participant 7 Yeah, Netflix via the Xbox
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