March 13, 2006

Ethnic Radio Use by Population Group

Primary Users Secondary Users
Hispanics 37 17
Arab Americans 1 1
African Americans 37 21
Asian Americans 13 5
Native Americans 5 9

Radio is a more important media platform for some ethnic groups in America than others. It is a particularly powerful ethnic medium for Hispanics and African American audiences. Primary consumers favor ethnic media, secondary consumers favor mainstream outlets but use ethnic ones.