Younger viewers are not the dominating presence in front of the English language small screen. Hispanics, aged 18-34, are actually less likely (54%) than older Hispanics, aged 55+, to prefer English language television (61%). And:
Mixing languages does not complicate the lives of United States Hispanics who are living with ease in both worlds - one that is in English and the other that is in Spanish, concludes the report.
The person playing that Spanish beats music on radio is most likely to be a Hispanic female (51%), as they are more likely than Hispanic males (38%) to tune into Spanish radio. Among radio preferences overall, Hispanics are practically split as 49% stated that they listen to English language radio while 45% percent listen to Spanish language radio.
53% of Hispanics read the news and they are looking for information in both languages:
Cynthia Pelayo, Ipsos senior research manager, says "... many US Hispanics continue to speak primarily Spanish, among their peers, family and friends, to watch television in Spanish and to be involved in cultural community events that are mostly conducted in Spanish."
She goes on to note that their innate skill to utilize either language is an advantage in functioning in US institutions while preserving their Hispanic heritage.
With a sample of this size, notes the report, the results are considered accurate within ± 3.1 percentage points, 19 times out of 20, of what they would have been had the entire population adult homeowners in the U.S. been polled. These data were weighted to ensure the sample's regional and age/gender composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.
To read the complete Ipsos Whitepaper, please visit here.