The Hispanic Radio Listener: An Up-Close Look
October 13, 2021
By Adam R Jacobson / Editor of Radio TV Business Report
Harker Bos Group recently fielded a study documenting the consumption habits and voting trends of Hispanic Radio Listeners.
A cursory overview of some findings was shared at the Hispanic Radio Conference in late September. Now, an eight-page report with further details is available for public view.
Harker Bos worked with Crowd React Media in conducting more than 300 interviews in August 2021 with Hispanic respondents of all ages in Albuquerque, Houston, Los Angeles, Miami, Phoenix, and Tampa.
What was the age, language and acculturation breakdown?
Given the appearance by Harker Bos representatives at the Hispanic Radio Conference, a deep dive into radio habits was conducted by Crowd React Media.
Some 70% of respondents listen to a mix of both Spanish-language and English-language radio; 30% of respondents only listen to English-language radio.
While one may question if those contacted by Crowd React Media were given the opportunity to conduct the poll en español, there’s one finding that all can agree is a winner for Hispanic radio: 81% of respondents aged 18-39 listen to “regular” over-the-air radio, regardless of format choice.
By comparison, 45% of the sample size listen to radio via a smart phone, while 38% access radio broadcasts through a smart speaker.
The study dives into politics with a look at voting habits, while “trust” in radio is also discussed.
To download report, CLICK HERE.
