Study: iNet Radio Listening Higher among Hispanics

As the percent of Hispanics who use mobile devices continues to climb, even more impressive is Internet radio’s reach with the growing Hispanic market. Findings from a top ten market study reveal that 32.7% of all Hispanics have logged on in the past month to an Internet radio website such as Pandora Radio, iHeartRadio, Radio.com or Slacker.com.

The figure represents 4.2 million Hispanic Internet radio listeners in The Media Audit’s top ten markets. Additionally, 29.8% of Hispanics listened to Internet radio in the past week, suggesting nearly the same amount are  logging on weekly as they are in a typical 30 day period.

While some terrestrial radio stations do better than others in terms of converting weekly listeners to loyal frequent listeners, it would ap pear that Internet radio is headed in a positive direction. With 91% of Hispanic monthly Internet radio visitors listening on a weekly basis, the preliminary data suggests that many Hispanics are becoming loyal to Internet radio listening.

Among all adults in the same top ten markets, 22.8% reported having listened to Internet radio within the past week, making Hispanics 35% more likely to be listening to Internet radio when compared to the general population.

Among Hispanics in the top ten markets, 28.7% reported having logged on in the past month to Pandora Radio, while 8.4% logged on to iHeartRadio.com, and 1.9% logged on to Radio.com.