TargetSpot Study Examines Multicultural Use Of Digital Audio
August 15, 2012
TargetSpot has released extensive results from the radio industry's first multicultural Digital Audio studies. Conducted by ParksAssociates, the report found key insights about the Hispanic and African American audiences and their interaction with Internet Radio. The study examines the growing role of connected devices in facilitating listening, the increase in social interactions while listening, and extremely high advertising recall and response rates.
With Digital Audio listenership reaching 42 percent of the U.S. population, its audience make-up is now established - the majority of listeners are married and own their own homes, many have children, and this audience also has significant purchasing power. The Hispanic and African American Digital Audio listeners are highly desirable. The African American audience is 56 percent male and 44 percent female; 43 percent own their own home; 31 percent are married and 43 percent are households with kids. The Hispanic audience is 55 percent male and 45 percent female; 46 percent own their own home; 44 percent are married and 54 percent are households with kids.
TargetSpot's study also showed that African American and Hispanic Digital Audio listeners are more mobile and connected than the general population. Specifically, African Americans and Hispanics listen more on tablets than the general population – among owners of these devices, 85 percent of African Americans and 75 percent of Hispanics listen on tablets as compared to 73 percent of the general population. The same is true when it comes to mobile phone and in-car listening: 70 percent of Hispanic and 60 percent of African American listeners tune in via mobile phones compared to 55 percent of the general population. Also, 95 percent of African Americans and 91 percent of Hispanics tune in digitally in their vehicles, versus 86 percent of the general population.
Hispanic and African American Digital Audio consumption is significant and consistent with that of the general population. Nearly 80 percent of Hispanics listen to Internet Radio 1-3 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 percent more time listening to Internet Radio on a tablet, 40 percent more time listening on a computer, and 37 percent more time listening on a mobile phone; while 41 percent of African American listeners report spending more time listening to Internet Radio on a computer, 34 percent more time listening on a mobile phone, and 27 percent more time listening on a Tablet.
Increased connectivity has been a catalyst to drive digital listening across all audiences. This is evidenced by the fact that Digital Audio use among both African Americans and Hispanics has surpassed Broadcast Radio listening both at home and at work. According to the study, 80 percent of African Americans listen to Digital Audio at home and 58 percent listen at work, while 46 percent listen to Broadcast Radio at home and 16 percent at work. The comparison is similar for Hispanics with 75 percent listening to Digital Audio at home and 62 percent at work, as compared to Broadcast Radio listening rates of 45 percent at home and 18 percent at work.
The study also reveals that both audiences often look at the player to see the name of a song or artist, are highly engaged with their content experience, changing stations on the same Internet Radio website and changing Internet Radio websites at least once per day, and do not keep their players minimized throughout their listening session, another telling indicator of engagement.
Social media is extremely intertwined with both the Hispanic and African American Internet Radio experience. Both of these audiences are even more engaged in social media while listening than the general population, with 63 percent of African Americans and 70 percent of Hispanics visiting social networking sites while listening, compared to 60 percent of the general population. Additionally, while a strong 35 percent of the general population links an Internet Radio profile to a social network, 44 percent of Hispanics and 53 percent of African Americans are sharing this information with their friends.
Hispanic and African American advertising recall and response rates also exceed the rates of the general population, as 61 percent of Hispanics and 59 percent of African Americans recall having seen or heard an Internet Radio ad within the last 30 days. Of those listeners, 61 percent of Hispanics and 56 percent of African Americans responded to an Internet Radio ad in one way or another. This is compared to 58 percent recall and 44 percent response rates among the general population.
However, much like the general population, even though African American and Hispanic consumers are listening to more Digital Audio than ever before, they are not paying for this content. TargetSpot found that 81 percent of African American Internet Radio listeners and 78 percent of Hispanic Internet Radio listeners do not pay a fee for access to premium Digital Audio services. This means the vast majority of listeners prefer free ad-supported services, and are choosing to receive ads.
"While we knew that Internet Radio was a highly desirable and effective vehicle for reaching the general population, our latest research showcases the exciting opportunities for marketers in leveraging Digital Audio to engage the Hispanic and African American audiences," said TargetSpot CEO Eyal Goldwerger. "These key audiences frequently use connected devices, are highly engaged in social media, and exhibit very significant recall and response rates to advertising, further reinforcing Digital Audio as a critical campaign element and opportunity for marketers."