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African-American, Hispanic Listeners Very Connected, Mobile, Social

TargetSpot says study results highlight ad opportunities for digital audio

African-American and Hispanic listeners are connected and social — and more mobile than the general population.

That’s according to results of a survey by Parks Associates for digital advertising network TargetSpot. The sample included 1,000 adult U.S. Internet radio listeners who listen once a month to daily with an emphasis on African-American and Hispanic listeners.

Specifically, African-Americans (85%) and Hispanics (75%) listen more on tablets than the general population at 73%. The same is true when it comes to mobile phone and in-car listening. Seventy percent of Hispanic and 60% of African-American listeners tune in via mobile phones compared to 55% of the general population. And, 95% of African-Americans and 91% of Hispanics tune in digitally in their vehicles, versus 86% of the general population, according to the findings.

Hispanic and African-American digital audio consumption is significant and consistent with that of the general population. Nearly 80% of Hispanics listen to Internet radio one-to-three hours per day, and this audience’s listening day is in keeping with that of the general population, spanning between 10 a.m. –10 p.m. The vast majority of African-Americans also listen for 1–3 hours a day, but this audience’s peak listening occurs between 10 a.m. – 7 p.m.

Compared to 2011, Hispanics report spending 50% more time listening to Internet radio on a tablet, 40% more time listening on a computer, and 37% more time listening on a mobile phone while 41% of African-American listeners report spending more time listening to Internet radio on a computer, 34% more time listening on a mobile phone and 27% more time listening on a tablet.

Digital audio use among both African-Americans and Hispanics has surpassed broadcast radio listening both at home and at work, according to the responses. Eighty percent of African-Americans listen to digital audio at home and 58% listen at work, while 46% listen to broadcast radio at home and 16% at work. The comparison is similar for Hispanics with 75% listening to digital audio at home and 62% at work, as compared to broadcast radio listening rates of 45% at home and 18% at work.

Both of these audiences are more engaged in social media while listening than the general population, with 63% of African-Americans and 70% of Hispanics visiting social networking sites while listening, compared to 60% of the general population. Additionally, while 35% of the general population links an Internet radio profile to a social network, 44% of Hispanics and 53% of African Americans are sharing this information with their friends, so say the researchers.

While TargetSpot knew that Internet radio is a desirable and effective vehicle for reaching the general population, the latest research shows the opportunities for marketers. “These key audiences frequently use connected devices, are engaged in social media, and exhibit significant recall and response rates to advertising, further reinforcing digital audio as a critical campaign element and opportunity for marketers,” according to TargetSpot CEO Eyal Goldwerger.

More on the studies, “TargetSpot Digital Audio Benchmark and Trend Study, 2012; African American Insights” and “The TargetSpot Digital Audio Benchmark and Trend Study, 2012; Hispanic Insights” can be found here.