African-Americans are more likely to tune in to Internet radio on mobile devices and behind the wheel, according to a new study of minority listening habits performed by Parks Associates for
TargetSpot, which operates a digital audio advertising network.
Among minority Internet radio listeners, 70% of Hispanics and 60% of African-Americans tune in on mobile devices, compared to 55% of the overall population of Internet radio listeners. Ninety-five percent of African-American Internet radio listeners and 91% of Hispanics tune in behind the wheel, compared to 86% of all Internet radio listeners. They are also more likely to listen at home and at work, with 70% of the African-American audience tuning in at home and 58% at work, while the proportions for the Hispanic Internet radio audience are 75% and 62%, respectively.
Minority Internet radio listeners are also more likely to tune in via tablets.
Among minority listeners who own
tablets, 85% of African-Americans and 75% of Hispanics listen on these devices, compared to 73% of the general population. They are also regular listeners, with 80% of the Hispanic Internet radio
audience listening one to three hours per day and an even higher proportion of African-American audiences.
Social media use is correlated with Internet radio listening among minority audiences. Sixty-three percent of African-American Internet radio listeners and 70% of Hispanics visit social network sites while listening, compared to 60% for the Internet radio audience at large. Furthermore, 44% of Hispanic digital radio listeners and 53% of African-Americans link their Internet radio profile to another social network, compared to 35% of all digital listeners.
On the advertising front, 61% of Hispanic Internet radio listeners and 59% of African-American listeners can recall having seen or heard an Internet radio ad in the last 30 days, compared to 58% for the Internet radio audience at large.
Within the group that could recall having seen or heard an ad, 61% of the Hispanics and 56% of African-Americans said they have responded to an Internet
radio ad in some way, compared to 44% of the overall audience.
The Parks-TargetSpot survey also addressed the general demographic outlines of the minority digital radio audience. The African-American digital radio audience is 56% male and 44% female; 43% own their own home, 31% are married, and 43% belong to households with children. The Hispanic digital radio audience is 55% male and 45% male; 46% own their own homes, 44% are married, and 54% belong to households with kids.