Some 70% of third-generation Hispanics in the United States say they feel connected to their Hispanic heritage, and more than half say their background is an important part of their self-identity, according to recent research from Yahoo.

The report was based on data from a survey of 457 third-generation Hispanics in the United States, as well as data from consumer focus groups and in-depth interviews.

Third-generation US Hispanics say the top things that connect them to their heritage are food (68% cite), traditions (55%), family names (45%), and family values (42%).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji