In order to better understand differences in TV viewing within the Hispanic community by generation, Magna Global conducted a survey on Spanish-language and English-language viewing with GfK’s KnowledgePanel Latino. This is an invite-only panel, recruited through address-based sampling, and is therefore statistically projectable to the U.S. adult Hispanic population. Recruited panelists without access to the Internet are provided a computer and Internet service so that they can participate in surveys conducted via the Internet. The survey was programmed in both English and Spanish, with a sample size of 1,200.
The results of the survey revealed sharp differences between first-generation Hispanics, second-generation Hispanics, and third-generation Hispanics in their mix of Spanish-language and English-language TV viewing and in their attitudes towards Spanish-language and English-language networks. Magna Global also found differences within first-generation Hispanics by the number of years they have lived in the U.S., specifically:
- Among first-generation Hispanics, Univision and Telemundo were by far the most-viewed networks. At the other end of the generational spectrum, more third generation Hispanics report not watching broadcast TV at all than report watching any of the Spanish-language networks.
- The same pattern held for Spanish-language cable.
- Second-generation Hispanics, who are the most bi-lingual, tend to resemble third-generation Hispanics more than first-generation Hispanics in their viewing preferences and attitudes.
- First-generation Hispanics are also far more likely than second-generation or third-generation Hispanics to trust the news more on Spanish-language networks and to say they are more likely to buy products advertised on Spanish-language networks.
- Among first-generation Hispanics, identifying with and watching Spanish-language networks declines markedly the longer that they have been living in the US.