Internet Radio Should Be Courting Hispanics

Spotify iconThis week, AdAge’s John Trimble brings up a good point: Why aren’t Hispanic advertisers putting more resources into internet radio? Hispanic consumers are the perfect internet radio audience.

First of all, Hispanics love to listen to the radio. Alex Sanchez, who started a daily radio call-in show for Hispanic parents when he worked as Director of Communications for Denver Public Schools, says the average Spanish-dominant adult listens to radio on average seven to nine hours a day.

Combine that with the fact that Hispanics outpace their general market counterparts when it comes to accessing the internet through mobile devices, and you have the makings of a loyal internet radio listener who can stay with you all day.

A 2010 study from Scarborough Research also says that 22% of U.S. Hispanic mobile users download or listen to music on their phones vs. 15% of the general market. And they’re not just listening to Latin music either. Latinos download music in most popular genres including rap/hip hop, R&B, and alternative rock

A 2012 study by TargetSpot found that 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. Those Hispanic listeners are more likely to purchase something from an ad they heard on internet radio than their white, non-Hispanic, or African American counterparts

“Perhaps no demographic group is as engaged in Digital Audio as the Hispanic consumer,” the study says. “Their listening habits, coupled with higher than average social media engagement, make the Hispanic audience particularly valuable to advertisers.”

Companies like Spotify, TuneIn, and iHeartRadio should court the Hispanic ad dollar and brands should be quick to snap up space in that media.