Minorities Prefer Internet Radio In Cars, Tablets

Hispanics and 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.