Figure 1 summarizes the mean differences between surname and non-surname respondents within demographic variables. It shows some stark differences between Latinos with and without Latino surnames. Most prominently, Latinos with surnames were just over half as likely to have attained a college degree. Furthermore, there was a 16 percentage point gap in voter registration and a $12,000 income gap, both favoring Latinos without Latino surnames. Latinos with surnames were far more likely to be Mexican and less likely to be Puerto Rican, and less likely to be living in the northeastern region of the United States. Finally, while Latinos with surnames were less likely to be born in the United States, they also were, on average, older. Indeed, within the twelve demographic measurements analyzed, totaling twenty-six variables, nearly half showed significant bivariate correlations to surname status.

(Click for larger view of Figure 1.)

Figure 2 summarizes the differences among media consumption and Latino identity variables. While Latinos with surnames were more likely than non-surname Latinos to get news from national television, they were less likely to get news from local television or radio. The most powerful differences, however, were detected with internet news consumption and language of all media consumption, excluding the internet. That is, Latinos with surnames were far less likely, by 17 percentage points, to consume internet news. On the other hand, surname Latinos were more likely to consume Spanish language TV, radio, and print media by a factor of at least 1.5. The most striking finding of these analyses was the difference in acculturation, as surname affiliated respondents had an overall significantly lower level of acculturation than non-surname respondents.

(Click for larger view of Figure 2.)