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.

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.

Connecting With Hispanic Media

Later-generation Hispanics are also less inclined to consume digital media geared toward Hispanics:

• 20% of later-generation Hispanics visit websites geared toward Hispanics, compared with 63% of first-generation Hispanics who say the same. 
• 20% of later-generation Hispanics listen to Internet radio stations in Spanish, compared with 55% of first-generation Hispanics.

Ads Don't Target Hispanics

Despite such differences, both first- and later-generation Hispanics say ads don't target them: 56% of first-generation Hispanics and 49% of later-generation Hispanics say ads are targeted primarily toward Caucasians—and not them.

However, there are subtle differences in ad preferences among Hispanic generations, particularly regarding depictions of ethnic identity—and the authenticity of ethnic ambassadors.

Among first-generation Hispanics:

• 73% say advertising does not depict their ethnic values at a deep level, compared with 45% of later-generation Hispanics.
• 78% say they appreciate seeing or hearing ads that are in the language of their ethnicity, compared with 40% of later-generation Hispanics who say the same.