An interesting PEW Hispanic Research Center shows Latin@s most often identity with their country of origin rather than pan-ethnic titles like Latino or Hispanic, although an interesting finding as an academic most familiar with the use of Latino (or even Latina/o or Latin@) rather than Hispanic is the preference of Hispanic to Latino (see below.)
From the report:
“Hispanic” or “Latino”? Most don’t care—but among those who do, “Hispanic” is preferred. Half (51%) say they have no preference for either term. When a preference is expressed, “Hispanic” is preferred over “Latino” by more than a two-to-one margin—33% versus 14%.
Read the entire report: