The “GenYLA” study is a new research study conducted by the Telemundo Communications Group, on the current state of Young Latino Americans (YLAS), ages 18-34, one of the fastest growing and increasingly important segments of the population.
“It is said that in every decade a new generation brings forth a big change. In the next 40 years the U.S. population will expand by one hundred million people fueled primarily by US Hispanics,” said Jacqueline Hernandez, Chief Operating Officer, Telemundo, Communications Group, Inc.
The set of key findings from the “GenYLA” study include:
YLAS are highly maintaining their culture and heritage while still embracing their American Lifestyle.
YLAS love being bi-cultural. More than one third (37%) of YLAS self-identified themselves as both Hispanic and American, identifying with both cultures equally the same. At the other end of the spectrum, only 2% felt more American than Hispanic. YLAS are in the midst of a retro-acculturation explosion. Because of the YLAS strong pride in their homeland and country of origin, this generation is re-discovering their heritage and is experiencing a Latino re-awakening.
YLAS live in a cultural fluid environment. YLAS best describe their closest group of friends an EQUAL mix of Latino and American, in fact, 48% ‘hung out’ with this group of people. In this continuum, YLAS were least likely to have only non-Latino friends, representing only 2% of those surveyed.
YLAS have no language boundaries or barriers.
YLAS language mobility greatly depends on the place or situation they are in - they are chameleons in their space - they control it and they like it! At home, where the TVs are on, and with family - a larger percent choose to speak Spanish (39% at home, 55% with family); while at work (74%) and school (79%) the preference was English. Last but not least, among their friends, YLAs practice a mix of Spanglish.