The Pew Research Center released findings from its National Survey of Latinos, conducted from October 6 to October 16, 2025. The survey included 4,923 Hispanic adults in the United States.

The findings indicate that 84% of surveyed Hispanic adults have used a pan-ethnic term, such as Hispanic or Latino, at least once to describe themselves. Additionally, 80% reported using a label based on their country of origin or heritage, like Puerto Rican, to describe themselves at some point.

Regarding self-description, 35% of surveyed Hispanic adults primarily use their place of origin or heritage alone. Another 18% most often combine their place of origin or heritage with "American" to describe themselves.

When asked about preferred pan-ethnic terms, 54% of surveyed Hispanic adults favored "Hispanic" to describe people of Hispanic or Latino origin or descent. In contrast, 30% preferred the term "Latino." A further 14% stated they had no preference among pan-ethnic terms.

The survey also noted differences in identity perceptions among subgroups. Respondents who voted for Donald Trump in the 2024 presidential election were less likely than those who voted for Kamala Harris to consider being Latino central to their lives. Furthermore, U.S.-born Latinos and Latino immigrants demonstrated differing views on how much their identity influences their lives.

The research provides data on the self-identification and preferred terminology of the U.S. Hispanic adult population. The survey's methodology involved a sample size of 4,923 across a specific timeframe in October 2025. The variations in preferences and self-descriptions show diversity within the Hispanic community regarding pan-ethnic terms versus country-of-origin labels, and how political affiliation or birthplace may correlate with these views.