May 8, 2012

‘Hispanic’ and ‘Latino’: When Labels Don’t Fit

51%

A majority (51%) of Hispanic adults prefer to identify themselves by their country of origin, rather than the label “Hispanic” or “Latino.”

Although Hispanics in the United States share a common language, a survey conducted during November and December 2011 found that more than half (51%) say they most often identify themselves by their family’s country of origin, such as “Mexican,” “Cuban” or “Dominican,” for example.
Just one-quarter (24%) say they use the terms “Hispanic” or “Latino” most often to describe their identity. About one-in-five (21%) say they use the term “American” most often.
When asked whether they prefer either “Latino” or “Hispanic,” half (51%) of the respondents say they have no preference for either term. When a preference is expressed, “Hispanic” is preferred over “Latino” by more than a two-to-one margin — 33% versus 14%. Read More