Hispanic internet radio listeners show significant response rates to digital audio ads, according to [pdf] an August 2012 study from TargetSpot, conducted by Parks Associates. 14% of Hispanic listeners responded to an ad by making a purchase, while 26% visited a company’s website and 22% searched online for more information about a product or service. Other actions taken include: clicking on an ad (18%), becoming a fan or friend (17%), and visiting a retail location (12%).
Overall, Hispanics demonstrate higher response rates to digital audio ads when compared with the general population listening sample. 61% of Hispanic listeners recalled seeing or hearing an internet radio ad in the previous 30 days, and 61% responded to the ad in some way as well, compared to 58% recall and 44% response from the general population.
A July 2012 study from Terra, conducted by comScore, also revealed that Hispanics are more responsive to digital advertising than the general population. According to that report, they are 80% more likely to say that they usually remember the brands they see advertised online, across all devices (20% vs. 16%), and 73% more likely to report having been motivated by an online ad to visit a retail store for the product or service advertised.
Hispanic Listeners Put Their Mobiles to Use
Data from “TargetSpot Digital Audio Benchmark and Trend Study, 2012: Hispanic Insights” indicates that Hispanic internet radio listeners are slightly more likely than the general population sample to listen on tablets (75% vs. 73%), and about 10% more likely to do so on on in-car devices (95% vs. 86%). They are particularly more open than the general population sample to listening over mobile phones, at 70% and 55%, respectively.
Hispanics also are more likely than African American internet radio listeners to tune in via tablets, mobile phones, and in-car devices.
78% of Hispanic internet radio listeners report spending between 1 and 3 hours a day listening to internet radio, and, their time spent listening by device has increased significantly over the prior 12 months. 40% report spending more time listening on a computer than over the previous year, 37% spend more time listening on a smartphone, and 50% spend more time listening on a tablet.
Hispanics have more time to spend on internet radio, as the Terra and comScore report revealed they spend less time on a weekly basis than non-Hispanics watching TV (8.3 hours vs. 10.9 hours), but more time on mobiles (4.1 hours vs. 3.6 hours). They also spend more time on the internet across all screens than watching TV (8.7 hours vs. 8.3 hours).
Hispanic Listeners Research, Shop While Tuned In
The TargetSpot study also finds that Hispanic radio listeners provide a fertile environment for advertisers: 62% research a product for future purchase while they listen to internet radio, and 58% also shop. Other popular activities include emailing (73%), searching (68%), reading (60%), and playing games (59%).
Radio advertisers can also leverage Hispanics’ use of social media while listening to internet radio. 7 in 10 listeners reported visiting a social network while listening, and these listeners are more likely than the general sample to engage in a variety of social network activities including sharing stations, bands, or artists (47% vs. 37%) and looking at what others are listening to (44% vs. 36%).
Other Findings:
- 55% of Hispanic internet radio listeners are male, 44% are married, and 46% own a home.
- 93% own a computer, 66% own a smartphone and 33% own a tablet – generally in line with the general population – but more than twice as many own an in-car device as do radio listeners overall (37% vs. 14%).
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 Hispanic listeners (n=250).
