According to the Pew Hispanic Center's National Survey of Latinos, more than half (52%) of Latinos ages 16 to 25 identify themselves first by their family's country of origin, be it Mexico, Cuba, the Dominican Republican, El Salvador or any of more than a dozen other Spanish-speaking countries. An additional 20% generally use the terms "Hispanic" or "Latino" first when describing themselves. Only about one-in-four (24%) generally use the term "American" first.
Among the U.S.-born children of immigrants, "American" is somewhat more commonly used as a primary term of self-identification. Even so, just 33% of these young second generation Latinos use American first, while 21% refer to themselves first by the terms Hispanic or Latino, and the plurality-41%-refer to themselves first by the country their parents left in order to settle and raise their children in this country.
Only in the third and higher generations do a majority of Hispanic youths (50%) use "American" as their first term of self-description.