English Is The Undisputed Language Preference Of US-born Latinos.

Confirming a major paradigm shift in the understanding of language preference among US-born Hispanics, a new study finds that English is the overwhelming language choice among 2nd generation Latinos, and becomes nearly absolute among third generation Hispanics. The study, authored by David Morse, President and CEO of the multicultural market research firm New American Dimensions, looks at language preference for TV viewing and commercials, and concludes that U.S. Hispanics overwhelmingly prefer English language TV, and are more inclined to buy a product if an ad featured Hispanics speaking English. The study also finds that, despite their preference for English, many Hispanics still watch certain types of Spanish language entertainment.

The results of the study, “Made in America: Communicating with Young Latinos,” will be released today at a conference on “Marketing to Latinos in English,” held at the Maritime Hotel in New York City. It is among the first studies by an independent research organization unaffiliated with broadcast networks, and one of the largest of its kind. The conference is sponsored by Los Angeles-based New American Dimensions and Tu Ciudad Magazine.

The survey of 1,135 U-S born Hispanics in Los Angeles, New York, Miami, Chicago, and Houston also found:

Acculturated 1st 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.

All groups (1.5, 2nd, and 3rd generation) demonstrate a clear preference for English-language TV, though all groups watch at least some Spanish language TV.

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 “soaps” and novelas top Spanish language viewing preferences .
When asked to cite favorite commercials either in Spanish or English, respondents nearly always chose English language commercials.

“Although at one time it was assumed that US-born Latinos were no different than more recent immigrants in their language preference, this study clearly demonstrates that US-born Latinos, like the children of other ethnic groups who have come to this country, prefer English,” said David Morse, President and CEO of New American Dimensions, which provides customized ethnic market and consumer research.

The study focused on acculturated Hispanics 14 to 29. Respondents were all US-born, or else they came to the US when they were 5 years old or younger. Participants responded to a 25-minute survey conducted by phone, in person, and online.

To view presentation CLICK below (Power Point Viewer Required):

https://hispanicad.combanners2/uploadfiles/newdimension.ppt