Multicultural consumers (Hispanics, African-Americans and Asian-Americans) are more digitally connected to music than the total market, per Nielsen data.
They are more likely to typically listen to internet/streaming radio services, on-demand audio and video streaming, and less likely to tune in to regular AM/FM radio.
Yet they spend more annually on CDs ($13) than digital albums ($10) and reserve the largest share of their music-relate budgets for live events – spending an average of $50 on live music annually.
Results of the study also suggest brands can engage with multicultural consumers via music sponsorships.