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: