Hispanics Rely More on Radio, Digital Divide Narrows

June 12, 2007

This article is included in these additional categories:

Newspapers | Radio | Television

Hispanics are more likely than the US market at large to say radio is “most essential” – 24% vs. 17% – according to recent research from Edison Media Research and Arbitron, which studied attitudes and trends in radio and other media among Hispanics.


Some other key findings from the study:

  • Though the Digital Divide still exists, it is narrowing: 61% of Hispanics, compared with 74% of the population as a whole, had access to the internet at home as of January 2007; in Jan. 2003, that proportion was 51% vs. 68%.


  • Hispanics are more likely than the market overall to say newspapers are the least essential among major media: 40% vs. 30%


  • The internet has overtaken television as the “most cool and exciting” medium: 41% of Hispanics say so, vs. 34% of the population as a whole.


  • Hispanics are slightly more likely than overall to say they have lately been using radio and TV more: 21% vs. 18%, and 39% vs. 37%, respectively.
  • Hispanics are slightly more likely to choose radio to receive information in the event of a news occurrence: 14% vs. 10%.
  • Hispanics are more likely to listen to the radio while working: 52% vs. 44%.
  • Hispanics are significantly more likely to own an iPod: 24% vs. 18%
  • However, most Hispanic iPod owners – 55% – would choose to keep radio over their iPod if forced to give one up.

The data for the study was gathered from a national random sample among Fall 2006 Arbitron diarykeepers age 12+ and included 201 Hispanic interviews.


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