Proud of their ethnicity, such later-generation Hispanics are sensitive to the media's portrayal of their ethnicity, but they are far less likely to seek out content tied to ethnicity or language.
However, among first-generation Hispanics, who account for 40% of the US Hispanic population, ethnic identity and language cues play a bigger role in advertising preferences.
Below, additional findings from a survey of 2,200 Hispanics in the US by Research & Insights at Yahoo.
Ethnic Identity Is Important to All Hispanics
Ethnicity is an important part of the past and the present for both first-generation and later-generation Hispanics:
- 62% of later-generation Hispanics say their ethnicity is a significant part of their identity, as do 72% of first-generation Hispanics.
- 79% of later-generation Hispanics say they are proud of their ethnic identity, as do 78% of first-generation Hispanics.
Connecting With Ethnicity
However, later-generation Hispanics are less inclined to connect with and share their ethnicity:
- 29% of later-generation Hispanics say they feel less in touch with their ethnic identity than when growing up, compared with 57% of first-generation Hispanics who say the same.
- 29% of later-generation Hispanics say they try hard to expose those around them to their ethnic background, compared with 67% of first-generation Hispanics.