Audio.Ad, together with OH! PANEL, carried out a study focused
on the digital audio consumption habits of Hispanics, both for online
radio and streaming websites
Interactive company specializing in digital audio advertising
solutions for Latin America and the U.S. Hispanic market, together with OH!
PANEL, carried out the study, “The
State of Digital Audio in the U.S. Hispanic Market,” to analyze the
digital audio consumption habits of Hispanics in the United States.
The principal findings are as follows:
DIGITAL AUDIO CONSUMPTION – 81% of responders listen to digital
audio via Internet radio, streaming websites or other online media.
LISTENING TIME – 50% of Hispanic listeners spent 2-3 hours on
Internet radio each day. The weekly average of online radio listening
time is 9 hours in the U.S. Hispanic market.
WHEN DO HISPANICS LISTEN TO DIGITAL AUDIO? – 38% of consumers
who listen to digital audio do so in the afternoon or at night, and
66% of the Hispanic consumers who listen to Internet radio do so while
at work or whilst surfing the web.
CONTENT GOES VIRAL – 27% of responders who listen to Internet
radio share content and participate in social media while they listen.
PREFERRED DEVICE FOR LISTENING TO INTERNET RADIO – Faced with a
multiple choice question, 50% answered that they listen to online
radio using desktop computers, 46% via smartphones, and 27% via
DIGITAL RADIO CONSUMPTION ACCORDING TO AGE – The 18-34 age
group (39%) is the segment with the highest consumption of Internet
radio, followed by the 35-44 age group (32%). Those above the age of
45 years represent 29% of online radio listeners.
PREFERRED DIGITAL AUDIO CONTENT – 65% of responders listen to
music, 38% listen to news and 19% choose general interest programs.
ONLINE STREAMING WEBSITES – 3 of every 10 responders consume
audio via online streaming websites. Among these websites, top
Hispanic choices are Pandora (33%), Spotify (15%), and bandcamp (15%).
ADVERTISING AND RADIO – 69% of responders have purchased at
least one product advertised on the radio in the last year, while 44%
report they purchase 2-5 advertised products a year. Only 20% of
responders think the amount of advertising on Internet radio is
5 TOP PRODUCTS/SERVICES THAT ARE MOST INTERESTING FOR DIGITAL RADIO
CONSUMERS – Travel bookings (buses, flights, etc.) come in first
place with 42%, followed by household items (furniture, accessories)
with 39%, technology (TV, tablets, laptops, PC, cameras) with 35%,
entertainment tickets (concerts, cinema, theater) with 33%, and
apparel with 31%. Responders could select multiple options for this
“The State of Digital Audio in the U.S. Hispanic Market 2016” is based
on an Internet survey carried out by Audio.Ad and OH! PANEL,
encompassing 1,000 responders in the continental United States. It’s
available for download at http://blog.audio.ad/2016/04/the-state-of-digital-audio-in-the-us-hispanic-market-is-here/
Todd Michael Jamison, 305-507-6821