African Americans Highly Responsive to Internet Radio Ads

August 16, 2012

This article is included in these additional categories:

African-American | Analytics, Automated & MarTech | Data-driven | Digital | Mobile Phone | Radio | Social Media | Youth & Gen X

targetspot-african-american-response-digital-audio-ads-august2012.pngAfrican American internet radio listeners show higher response rates to digital audio ads when compared with the general population listening sample, according to [pdf] an August 2012 study from TargetSpot, conducted by Parks Associates. 59% of African American listeners recalled having seen or heard an internet radio ad in the prior month, and 56% responded to an ad in some way, compared with 58% recall and 44% response for the general population. 28% of African American radio listeners reported responding to an ad by visiting a company’s website, while 24% said they responded by searching online for more information about a product or service. 19% clicked on the ad, 12% visited a retail location to make a purchase, 11% sent an email or text to the company, and 8% called the company for more information.

African American Listeners Tune in Via Mobile Devices

Data from “TargetSpot Digital Audio Benchmark and Trend Study, 2012: African American Insights” indicates that African American internet radio listeners over-index the general population sample for tablet listening (85% vs. 73% of the general population), listening on a mobile phone (60% vs. 55%), and listening on an in-car device (91% vs. 86%).

77% of African American internet radio listeners report spending between 1 and 3 hours a day listening to internet radio, and, the time spent listening by device has shifted significantly over the prior 12 months. 41% report spending more time listening on a computer than over the previous year, 34% spend more time listening on a smartphone, and 27% spend more time listening on a tablet.

African Americans Shop And Socialize While Listening

55% of African American internet radio listeners reported shopping while they listened, and 54% researched a product for future purchase. Other popular activities include emailing (71%), searching (71%), reading (55%), and playing games (53%).

This group over-indexes the general population sample in social networking activity while listening. Tops among those activities, 46% reported sharing a station, band or artist, compared to 37% of the general population. African-American listeners are also more likely to review music charts (45% vs. 35%), link profiles to a social network (44% vs. 35%), look at what others are listening to (41% vs. 36%), and post a song or internet radio website on a social networking site (35% vs. 28%).

Yahoo released data earlier this month suggesting that younger African Americans (under 30) are more likely than African American Boomers and Gen X to express their ethnicity with digital choices (e.g., choosing television programming with positive black characters, listening to music by black artists). About 46% of Gen Y African Americans report that ethnicity influences their TV choices versus 36% of Gen X and 34% of Boomers.

Other Findings:

  • 56% of African American internet radio listeners are male, 31% are married, and 43% own a home, reports TargetSpot.
  • 59% own a smartphone, slightly less than the general population sample of internet radio listeners (62%), but 26% own an in-car device versus 14% of internet radio listeners overall.

About The Data: The TargetSpot research is based on an online survey of US internet radio listeners, and was fielded January 7, 2012 through January 17, 2012. The sample population included 1,000 listeners aged 18+ in broadband households that listen to the medium once a month to daily, and included an oversample of African American listeners (n=250).

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