Internet radio ad network TargetSpot today released the results of a study on Hispanic and African American audiences and their interaction with online digital audio (such as Internet radio).
Conducted by Parks Associates, the study reveals African American and Hispanic "digital audio listeners" are "more mobile and connected than the general population" with higher listening rates via tablets, mobile phones, and in-car digital solutions than the general population.
Additionally, digital audio listening "among both African Americans and Hispanics has surpassed broadcast radio listening both at home and at work," TargetSpot reports. "Both of these audiences are even more engaged in social media while listening than the general population, with 63% of African Americans and 70% of Hispanics visiting social networking sites while listening, compared to 60% of the general population," and advertising recall and response rates for these groups also exceed those of the general population.
Read more from TargetSpot's Multicultural Digital Audio Studies here.