Audio.Ad Presents “The State Of Digital Audio in the U.S. Hispanic Market”
May 3, 2016 /
- Audio.Ad, together with OH! PANEL, carried out a study titled “The
State of Digital Audio in the U.S. Hispanic Market 2016” focused on the
digital audio consumption habits of Hispanics, both for online radio and
- The study shows that 81% of U.S. Hispanics listen to digital audio
via either Internet radio, music streaming websites, or other online media
- 50% of users in the U.S. Hispanic market listen to an average of
2-3 hours of Internet radio each day, with a weekly average of 9 hours
a Cisneros Interactive company specializing
in digital audio advertising solutions for Latin America and the U.S. Hispanic
market, together with OH! PANEL, carried out a study, “The State of Digital Audio in the U.S. Hispanic Market”
to analyze the digital audio consumption habits of Hispanics residing in the
The study’s principal findings are as follows:
AUDIO CONSUMPTION – 81% of responders listen
to digital audio via Internet radio, streaming websites or other online media.
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.
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.
GOES VIRAL – 27% of responders who
listen to Internet radio share content and participate in social media while
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 tablets.
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.
DIGITAL AUDIO CONTENT – 65% of responders listen to music, 38% listen to news and 19%
choose general interest programs.
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
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 excessive.
- 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 question.
“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/