multicultural

RAIN Summit recap: TargetSpot examines Hispanic and African American Net radio listeners

Thursday, April 25, 2013 - 11:35am

TargetSpot CEO Eyal Goldwerger encouraged RAIN Summit West attendees to look to multicultural audiences for marketing opportunities. Goldwerger delivered one of the day's two "POV" addresses, extolling the likely benefits of marketing to Hispanic and African American audiences via Internet radio.

Earlier this week we covered news of a study from The Media Audit (here) which focused on Internet radio adoption in the Hispanic audience segment.

The TargetSpot research revealed that while mobile device adoption in these segments is similar to that of the general U.S. population, African American Net radio listeners are even more prone to listen on mobile devices. Calling it an "early adopter market," Goldwerger revealed African Americans respondents were almost twice as likely to own an in-car Internet radio device as the general population (26% to 14%), and that African Americans' listening on all mobile devices topped the general index (see screenshot).

Goldwerger called multicultural listeners' social engagement -- both while listening, and engagement with services themselves -- "one of the biggest upsides of this market segment." In the study, 70% of Hispanic listeners reported being on a social media site while listening to Internet radio, topping the level for the general population (60%). African American listeners' engagement wasn't quite as high, yet still topped overall levels. Both market segments surpassed overall population numbers in other social media behvavior like "link Internet radio profile to social network," "share a station, band, or artist," and "look at what others are listening to."

The study also examined these populations propensity to shop online (and how that relates their listening habits), their recall/response rate to online radio ads, and specfics that make these segments "extremely attractive demos" for online advertisers.

You can listen to Goldwerger's entire presentation from RAIN Summit West here. All of the audio from the Las Vegas event is available on this website (look in the right-hand margin of www.KurtHanson.com).

Syndicate content