The study, "New Generation Latino Media Habits," jointly conducted by the New Generation Latino Consortium and New American Dimensions, measures the attitudes and behavior of young Hispanics regarding media, language, and popular culture. The study consisted of a nationally representative sample of respondents between 14 to 34 years of age, administered via a twenty-five question online survey. Approximately four-fifths of respondents were born in the U.S., and all elected to complete the questionnaire in English, despite given a Spanish option. Findings include:
* English-language TV and cable networks edge out Spanish-language
television greater than two to one as most often watched among young
Latinos. 40% watch broadcast networks and 34% watch cable networks the
most often, while only 15% of young Latinos watch Spanish-language TV
most often. Fox is cited as the favorite broadcast network among
respondents, followed closely by ABC and NBC. MTV is identified as
favorite cable network.
* There is a clear preference for English when it comes to print and
electronic media. All the top magazine and newspaper titles read the
most by young Latinos are English-language publications. For
electronic media, 7 in 10 prefer the Internet in English, while nearly
8 in 10 prefer video game content in English. Moreover, the online
medium ranks highest in terms of the amount of time spent among all
media -- 63% spend more than 4 hours a day online vs. 50% for TV and
45% for radio.
* Mainstream American celebrities and movies occupy the top positions in
the minds of young Latinos when it comes to entertainment. The top
three favorite actors among young Latinos all represent prominent
mainstream talent -- Johnny Depp, Denzel Washington and Al Pacino.
Likewise, the top viewed movies over the past six months were U.S.
box-office blockbusters "Pirates of the Caribbean 2," "Superman
Returns," and "X-Men 3".
Complete results of the study can be obtained by contacting David
Chitel at email@example.com or 212-967-8267 ext. 19.