"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." Source: New American Dimensions
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