'They Don't Want to Learn English' Untrue Among Young Latinos

NEW YORK, May 10 /PRNewswire/ -- "They don't want to learn English" is a favored refrain among today's anti-immigrant forces seeking to curb new immigration into this country. In an increasingly intense national debate focused on undocumented workers and the porous U.S.-Mexico border, the heated rhetoric emanating from anti-immigrant activists has largely assumed a distinctly Hispanic orientation. If the anti-immigrationists are to be believed, Hispanics as a group resist assimilation and the American way of life, unlike previous ethnic immigrant generations. But contrary to these beliefs, a new survey jointly conducted by the New Generation Latino Consortium (NGLC) and New American Dimensions (NAD) demonstrates that today's generation of young Latinos embrace American culture and its idioms like never before.

"Many in the anti-immigration movement incorrectly characterize all Hispanics as rejecters of English who resist the impulse to become American," notes David Morse, President and CEO of NAD. "It's simply not true. Our study shows that young, U.S.-born Hispanics are submerging themselves into American culture wholesale. Although they may participate in the popular culture of two different languages, there is a clear preference for English."

The study, "New Generation Latino Media Habits," measures the attitudes and behavior of young Hispanics regarding media, language, and popular culture. The study consisted of a national poll of 766 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".

"This study reinforces a growing body of research supporting the fact that Latinos are far from culturally inert," affirms David Chitel, Chairman and Founder of NGLC. "Among the majority of 2nd and 3rd generation Latinos we classify as 'New Generation,' rather than resisting U.S. media and language, they unequivocally embrace it. But they also do so by exhibiting their own unique cultural imprint, experiences, and identities. These attitudes and behaviors confound the myth that a majority of Latinos' media consumption habits are defined by a single language preference."

Complete results of the study can be obtained by contacting David Chitel at info@nglc.net or 212-967-8267 ext. 19.

New American Dimensions is a multicultural market consulting and research company based in Los Angeles, California. The company serves Fortune 500 corporations, not-for-profits, and public institutions seeking greater market intelligence about the emerging multicultural America.

New Generation Latino Consortium is a professional Latino organization that addresses the burgeoning, yet untapped segment of "New Generation Latinos." Formed in 2003, NGLC was created to raise the marketing profile of U.S.-Born Hispanics, a segment representing over $400 billion in purchasing power.