Audio.ad and Oh! Panel: 69% of U.S. Hispanics have purchased at least one product advertised on the radio in the last year

Audio.ad, together with OH! PANEL, carried out a study titled “The State of Digital Audio in the U.S. Hispanic Market 2016” focused on the digital audio consumption habits of Hispanics, both for online radio and streaming websites. The survey shows that 81% of U.S. Hispanics listen to digital audio via either Internet radio, music streaming websites, or other online media. Some of the study’s principal findings are: 50% of Hispanic listeners spend 2-3 hours on Internet radio each day, amounting a weekly average of 9 hours; 69% of U.S. Hispanics have purchased at least one product advertised on the radio in the last year, while 44% report they purchase 2-5 advertised products a year. According to the study, the five top services that are more interesting for digital radio consumers are: Travel bookings (buses, flights, etc.) come in first place with 42%, followed by household items (furniture, accessories) with 39%, technology (TV, tablets, laptops, PC, cameras) with 35%, entertainment tickets (concerts, cinema, theater) with 33%, and apparel with 31%. Responders could select multiple options for this question. The study is based on an Internet survey encompassing 1,000 responders in the continental United States.