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03
MAR
2016

Spanish Dominant (Speaking) Hispanics 18-49 Top Radio Listeners

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According to a recent Nielsen study, Hispanic American adults are avid radio listeners, as 97% of this population tunes in each week, and since 2011 the weekly national Hispanic radio audience has grown from 36.5 million to 40.4 million. In the last 15 years, the Hispanic population has more than doubled, and in the next five years, Hispanics are projected to account for 53% of the U.S. population growth, says the report.

While immigration has traditionally been the primary source of the U.S. Hispanic population’s growth, rising birthrates have continued to drive growth since 2000. As a result, 64% of Hispanics today are U.S. born, and of those, 75% are between the ages of 2 and 34.

Radio reaches almost 15 million Hispanic Millennials, significantly more than just 6.3 million of their Boomer counterparts. However, older Latinos listen longer, by more than three minutes each week, says the report.

Spanish dominant radio listeners spend the most time tuning in among all U.S. adults 18-49. These super listeners spent 13 hours and 12 minutes a week listening in 2015, compared with 11 hours and 48 minutes for English dominant listeners.

Spanish Dominant Hispanics Listen To The Most Radio (Adults 18-49 Usage; Mon-Sun 12am-12am; hr:min)

Listener

2015

2014

2013

Spanish
dominant

13.12

13.44

14.18

English
dominant

11.48

12.07

12.57

Hispanic

12.29

12.56

13.40

Black

11.59

12.27

13.01

Other

11.44

12.08

12.44

Source: Nielsen, February 2016

U.S.-born Hispanic population, younger listeners are increasingly bicultural. The share of Hispanic listeners 18-49 tuning in to Mexican Regional has decreased, while Pop CHR and Hot AC have grown in popularity with this demographic. Latin music artists are crossing between Spanish and English to reach these young and U.S.-born listeners. 85% of Hispanics, regardless of their age and country of origin, are retaining their unique identity and preserving their culture, says the report.

Radio reaches almost all Hispanic adults each week, but mobile usage is growing, and smartphones reach 83% of the Hispanic population. With the increased popularity of smartphones among this demographic, online media consumption has also grown significantly between 2006 and 2014.

Online Media Consumption (% Hispanic Adults Connecting To Audio/Video Online)

 

% Of Hispanics Connected

Year

Audio

Video

2009

11%

5%

2010

15

22

2011

19

25

2012

25

29

2013

29

40

2014

32

51

Source: Nielsen, February 2016

Concluding, the report notes that those looking to reach Hispanic consumers need to consider whom they are trying to reach in this diverse population. Differences in birthplace, country of origin, generation, language preference, music orientation and culture are all factors in media consumption.

For additional information from Nielsen, please visit here.

Original Article: Research Brief

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