We have known for a long time that listening to radio is a favorite activity of Hispanics and African Americans. In particular, listening to the radio has a long tradition in Latin America where radio is the town crier and the central point of communities where people find lost items, find jobs, get announcements, news, etc. Clearly also, music is a great part of the tradition of listening to the radio. I have been curious as to whether or not Internet radio has continued that tradition or not.

In our Spring 2011 Multicultural Marketing study at Florida State University with the support of DMS Insights, we asked consumers of different cultural backgrounds to tell us “In an average week about how many hours do you spend listening to Internet radio like Pandora or Last.fm in English” and also “in another language.” At first we recoded the data so we could simply know who listens and who doesn’t in either English or another language.

Read the entire article at the blog of Dr. Felipe Korzenny.

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