Radio remains the leading “reach vehicle” for Blacks and Hispanics in the US, notes Nielsen in a recent study. However, the radio isn’t the only device being used for audio: with 81% of Black adults and 91% of Hispanic adults using smartphones on a weekly basis as of Q4 2016, these devices are increasingly being used for streaming, per the report.
In fact, during the course of the year, the number of Black adults using smartphones to stream audio increased by 30%, to almost 13 million.
Likewise, the number of Hispanic adults using smartphones to stream audio grew by 29%, to almost 20 million.
These figures align with general music industry trends: last year, streaming accounted for a majority of recorded music industry revenues for the first time. A year earlier, in 2015, on-demand streaming became the single largest music consumption format for the first time. Read the rest at MarketingCharts.com.