Evidence a high usage of spanish, although, generationally, younger people are less fluent than older ones. clearly, hispanics born in the us reflect less usage of spanish than those who have immigrated. this stereotype is potentially damaging, because, implicitly, it is believed that, due to absence of language skills, hispanics are not suitable for occupations in the white collar area or professions. some people, by way of stereotype, believe that hispanics are a rural phenomenon. ironically, other than chinese americans, there is no population in the united states more urban than hispanics almost 90% of the total--a percentage much higher than the population overall ; . while hispanics are disproportionately represented in the rural workforce, e.g., particularly migrant workers, the overwhelming number of hispanics are based in urban areas. the danger with this stereotype revolves around the assumption that rural people do not possess the skills to work in urban-based occupations, nor are they seen as the actual or potential consumers for products. the final stereotype centers on the assumption that hispanics are a regional phenomenon in the us. while, as indicated above, the hispanic population is heavily concentrated in a number of significant ; parts of the country, i.e., the southwest, pacific coast, new york corridor and south florida, the most interesting recent demographic trend is the diffusion of that population beyond its "traditional" settlements. chicago, case in point, is the third-largest hispanic city in the country with about 750, 000 hispanic people, and the growth of the hispanic population in a variety of other us urban centers has been spectacular. the regional stereotype fails to see the hispanic population as a national presence, and, under our system of federalism, ignoring its national dimension makes it a "local" question. hispanics have become too large a population nationally to relegate their issues, concerns and opportunities to local concerns. this item has major implications politically, but also impacts how and why us corporations look at this phenomenon as a major market opportunity. cultural commonalities among all hispanic groups while each of the hispanic subgroups in the us has its own distinctiveness, there are a number of commonalities which serve to unite the larger group. all the groups share a common colonial founding and experience with spain, and all geographic areas of latin america witnessed a subjugation, or virtual elimination, of a native population. the native presence remains strong in many, though not all, parts of latin america, and this characteristic is most prominent in mexico, most of central america and the andean chain. many parts of latin america also experienced the introduction of african slavery, although this phenomenon was most pronounced in the countries of the caribbean basin. similarly, all countries of latin america developed an uneasy relationship with the united states reaching back centuries, and the friction between an essentially mediterranean culture with an anglo-saxon one continues to this day. in the united states, few non-hispanics make -- or are aware of -- significant distinctions among the different hispanic groups, and it is not unusual for all groups to be seen as a unified, "hispanic" category. the universal connection throughout latin america to a spanish colonial experience is the key to the cultural commonalities among all the hispanic subgroups. while the spanish influence is stronger in some regions than in others, the unifying theme regionally--whether linguistic or cultural--remains the connection back to spain. for example, local linguistic variations exist, but latin americans of all backgrounds can easily communicate with one another in basically the same language. language is a very important hallmark of culture, and this common language does provide a sense of unity, a factor, by the way, that has been enhanced with the rise of modern communications. people throughout the latin american region and even hispanics within the us, often watch the same television programs, listen to the same music and read the same authors and grand online casino. 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