Researchers have long noted that African American and Hispanic consumers are more active than other ethnic groups on social media. These groups also make use of the latest smartphone technology. Another new study points out that these consumers also make good candidates for digital radio advertising.
While media companies are tweaking the business model for digital audio, more consumers are tuning in. Overall, about 42% of consumers listen to digital audio at least once a month. Both Hispanics and African Americans who enjoy digital audio are more likely than other groups to listen through their tablets. They’re also recalling digital audio ads at the following rates:
- Hispanics: 61%
- African Americans: 59%
- General population: 58%
Meanwhile about 44% of all consumers who hear a digital audio ad say they take action. For Hispanics, that number is 61% and for African Americans, the number is 56%. The multiplier effect is at work with these emerging populations as well. About 53% of Hispanics link social profiles to Internet radio. And, 44% of African Americans also make this link which means that when a marketer reaches one consumer, it could be reaching several more through social connections.
Going forward, marketers seeking to connect with emerging majority groups like Hispanics and African Americans should consider advertising on the digital audio format.
To learn more about consumer response to radio ads, check out the Audience Interests&Intent Report for Radio Commercial Responders available on Ad-ology.com.[Source: Mickens, Daniel. More African Americans, Hispanics Respond to Digital Audio Ads. Clickz.com. 16 Aug. 2012. 31 Aug. 2012]