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.