The terms “Hispanic” and “Latino/Latina” are preferred by the majority of US Latinos across different scenarios – in particular, when they or others (i.e. media, companies) refer to this population as a whole.
In most situations, African-Americans are evenly split on their preference for “Black” and “African-American.”
Asians are evenly split on “Asian-Americans” and “Asians.”
We surveyed a representative sample of American adults to understand how Hispanics, Asian Americans, and African Americans prefer to identify among peers and in marketing and media.