I always assumed $10$ was pronounced "ten" regardless of whether it's binary, decimal, or another system, just like how 5 is "five" in all systems that the digit exists exists. But someone told me that, if it's not base-10, it should be pronounced "one-zero", and that "ten" is the name of the number, not the ordered group of digits. I see no reason why it should, as taking that logic to hexadecimal, a should be called "ten", b "eleven" and so on. To me, that sounds like it would create more confusion. However, I have nothing to support (or refute) my view (neither does he, so far).
So, what is it, really? Or is it personal preference?
As a professor who faces this issue every time I teach (cryptography and algorithms both tend to run into non-decimal bases), I have the following policy:
So I might say, "therefore the answer is one-zero-one binary, or 5 decimal."
I would never call 10 hex "ten". Nor would I call 10 binary "two."
The confusion here reminds me of this T-Shirt: