Commentary

Latest Latinos Definitely Prefer English Language TV

Latest Latinos Definitely Prefer English Language TV

A recent study by David Morse, president and CEO of New American Dimensions, found that English is the overwhelming language choice among second-generation U.S. Latinos, and becomes nearly absolute among third-generation Hispanics. This study provides some affirmation for the proponents of the ongoing debate about the language preferences of young Hispanics.

According to the research report, second- and third-generation Hispanics overwhelmingly prefer English-language TV, and are more inclined to buy a product if an ad features Hispanics speaking English. However, the study also finds that, despite their preference for English, many Hispanics still watch certain types of Spanish-language entertainment.

Average TV Hours Watched by Hispanics Per Week

 

English

Spanish

Total

Generation 1.5

15.2

7.6

22.8

Generation 2

15.5

5.2

20.7

Generation3

18.2

2.8

21.0

Total Respondents

15.8

5.7

21.5

Source: Made in America: Communicating With Young Latinos U.S. born Hispanics ages14 to 29, or they came to the US when they were five years old or younger.

Among the study's other key findings:

  • Acculturated first-generation Latinos (generation "1.5," those who came to the U.S. earlier than five years of age) also prefer English-language TV and advertising.
  • TV-viewing habits related to language preference are determined by content: reality programs and comedies are the biggest draw for English-language TV viewing, while Spanish-language telenovelas top Spanish-language viewing preferences.
  • When asked to cite favorite commercials either in Spanish or English, respondents nearly always chose English-language commercials.

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