Recently the PEW Research Center ask this question and here are the results – http://pewhispanic.org/files/reports/111.pdf

This is a very interesting report to read.

At 50 million strong, U.S. Latinos are racking up triple-digit growth from the nation’s heartland to the apple orchards of Maine to the Rio Grande Valley, as a product of high fertility rates, increased life expectancy and labor-driven immigration.

Most Latinos live in America legally, speak English and pay taxes. With traditional family values, Latinos are defined by a strong work ethic and loyalty to family, God and country. Despite immense contributions to the economic and political stability of the country, many myths continue to plague American Latinos.

Even the terms that describe these Americans are a source of pride and confusion.

‘Hispanic’ is the term used to identify the group in most U.S. government publications, yet the term’s historical reference elicits controversy in many communities. The term ‘Latino’ is deemed more inclusive and gaining acceptance among the general public.

American Latinos comprise the third largest Latino population on the face of the Earth behind Mexico and Colombia. The Latino impact on America’s landscape is evident in virtually every facet of life – from the big screen, to the small screen to the computer screen or from the schoolhouse, to the jailhouse to the White House. It’s been said that brown is the new green.

Latinos are a product of one of the most important migration streams of the 20^th century, constituting more than half of all immigrants to America. The most mobile of all communities, nearly six-in-ten Latino immigrants arrive from Mexico playing a pivotal role in our nation’s labor force.

As the second-largest minority group in America, and the fasting growing community in the country, Latinos are characterized by an incredibly diverse culture, rapid growth and unprecedented buying power topping $700 billion.

This year the carreñogroup along with the Lone Star Leadership & Policy Center will be publishing a report on American Latinos titled The State of the Latino Nation. If you would like to receive a copy please let us know by subscribing to our RSS feed.

So what do we call ourselves?

For decades Latinos have debated over the question of what to call themselves. This struggle for a national identity in the United States is evident in the myriad polls posing the question to Latinos across the country: Do you refer to yourself as ‘Hispanic’ or ‘Latino’?

Most surveys reveal a slight preference for ‘Hispanic’ in general usage; however the term elicits more controversy than ‘Latino’. Deciding on a term of national Latino identity involves generational, social and political considerations.

A recent Presidential tracking poll of Latinos found regional leanings as well; Texans liked ‘Hispanic’, while California and New York preference was almost evenly split, in Illinois they prefer Latino, and in New Mexico they are Hispano. When addressing each other, most Latinos exercise sensitivity when referencing national origin but tend to be less guarded themselves, responding to either ‘Hispanic’ or ‘Latino’.

When offered the choice, most Latinos prefer ‘none of the above’ opting for a term closer to their national origin. A 2006 poll of first-generation Latinos found that one-third prefer ‘Hispanic’, one-third called themselves ‘Latinos’, and one-third referred to themselves by their country of origin.

Choosing one term to identify such a diverse people may be an exercise in futility.

Hispanic

U.S.-born Latinos prefer to identify themselves as ‘Hispanic’. These more acculturated, second- and third-generation Latinos tend to be young, conservative registered voters and regard the term as politically correct.

Critics of the term ‘Hispanic’ describe it as an attempt to homogenize all Latinos – a carefree generic labeling by the dominant socio-political power structure. The term first appeared on government publications, notably the 1970 Census, and has now become ingrained in our daily language. President Richard Nixon receives most of the blame for introducing ‘Hispanic’ into the American lexicon.

Latino

“Latino” is preferred by older or more liberal Latinos many with histories of political activism and radical tendencies. The term is deemed more inclusive than ‘Hispanic’ dating back to ancient Rome and the Latin romance language.

Latina Magazine chose its name with the help of focus groups which found that women responded more positively to the term ‘Latina’, but uses both ‘Hispanic’ and ‘Latino’ interchangeably within its pages.

Media usage of the term varies as well. Spanish-language media almost exclusively uses “Latino” with few exceptions. English-language media interchanges between “Latino” and “Hispanic.”

The term “Latino” seems to be gaining broader appeal, or could it be that those who prefer “Latino” are just louder?

So at the end of the day choosing the correct term is all based on regional/political bias and on personal preference.

Origin of “Hispanic”

‘Hispanic’ is the term used to identify the group in most U.S. government publications, yet the term’s historical reference elicits controversy in many communities.

For 20,000 years, the Iberian Peninsula had been inhabited by North African expansion into what is now considered the homeland of the Caucasian race. When the Phoenicians arrived at Europe’s western-most peninsula in the eighth century BC, they christened her, Hispania.

Hispania was invaded from the north and the south by the Celts and the Greeks during the sixth century BC, near the borders of the Basques. The Greeks introduced philosophy and theater along with the cultivation of olive trees and vineyards.

From the second century BC to approximately 400 AD, the Romans dominated Hispania, leaving behind 600 years of cultural influence, most noteworthy, Roman judicial law and the Latin language. The most significant derivative of Latin, the Spanish language is spoken today by half a billion people.

The Goths and Vandals invaded Hispania in 408 AD bringing with them a legacy of cattle breeding, ranching and bullfighting. Nomadic gypsies introduced flamenco dancing.

In the seventh century AD, Islamic Arabs invaded the peninsula. The kingdom of Portugal was established in the twelfth century with the imposition of a separate Latin dialect. 500 years later El Cid initiated the Christian reconquest of Hispania.

At the close of the fifteenth century AD, the Catholic Kings – Castile and Aragon – united and expelled the Arabs and all other non-Christians forming Spain. In 1492, they financed the greatest expedition in the history of humanity, the conquest of the Americas.

Most Latinos are a blend of Hispanic and African immigrants and pre-Columbian ancestors sharing a rich, diverse heritage.