Second- and third-generation Hispanics—American-born and English speaking—now account for the majority (60%) of the nation's Hispanic population, according to a new study by Yahoo.

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.

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