More African Americans, Hispanics Respond to Digital Audio Ads

  |  August 16, 2012   |  Comments

Over 60 percent of Hispanics say they recall hearing an Internet radio ad in the past month - more than the general U.S. population.

A larger portion of African American and Hispanic Internet radio audiences recall digital audio ads. And, these two groups are more apt to connect their social media accounts to digital audio platforms.

They also choose to listen via mobile devices more so than the general population, according to a study from digital audio advertising network TargetSpot. Eighty-five percent of African American digital audio users listen on tablets - 12 percent more than the general population. The Hispanic digital audio audience listens more on tablets than the general public, too - 75 percent compared to 73 percent.

According to TargetSpot, 42 percent of the U.S. population listens to digital audio. The study was conducted in January by Parks Associates. The firm surveyed 1,000 adult U.S. Internet radio listeners in homes with broadband who listen to at least once a month; African American and Hispanic listeners were oversampled.

"These key audiences frequently use connected devices, are highly engaged in social media, and exhibit very significant recall and response rates to advertising...," stated Eyal Goldwerger, CEO of TargetSpot, in a press release.

Hispanic and African American audiences also show higher ad recall rates than the general public; 61 percent of Hispanics and 59 percent of African Americans recall hearing an Internet radio ad in the past 30 days. A slightly smaller portion of the general population - 58 percent -recall digital audio ads.

The numbers stand out more when it comes to reported ad response rates. Among Hispanics, 61 percent said they responded to an ad. African Americans also saw a high percentage with 56 percent saying they interacted with an ad. Of the general population, 44 percent responded to a digital audio ad.

The study also reveals that African American and Hispanic audiences are not only more engaged listeners; they are more socially engaged listeners as well. The general population links 35 percent of Internet radio profiles to a social network while a larger portion of Hispanics and African Americans do, thus sharing their listening behavior with friends. Fifty-three percent of Hispanics and 44 percent of African American digital radio audiences connect social media to digital audio, said the study.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...