Hispanic American adults are avid radio listeners, and 97% of this population tunes in each week. Since 2011 the weekly national Hispanic radio audience has grown from 36.5 million to 40.4 million, according to a recent Nielsen study.
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.
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, according to the findings.
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.
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.
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.