That makes Pandora a perfect match for the demo. According to Experian’s 2014 Hispanic Market Overview report, Hispanics are 17 percent more likely than non-Hispanics to access the Internet more through their phone than through a computer. “You’ve got second- and third-generation Hispanics becoming more influential in this country and therefore the proliferation of smartphones and technology really put us in a good position with this consumer.”įor several years now, research has shown that Hispanics love their mobile devices. “ growth in Hispanic is driven by our ability to reach that consumer in mobile and offer them both Latin and non-Latin music,” says Reid. Those surveys reveal another key driver: Latinos prefer to listen to Pandora via their mobile devices. “Once we identify this user base as someone who is potentially Hispanic we survey them.”ġ0 Up-and-Coming Reggaeton Artists to Watch ![]() “The biggest part is we survey our user,” says Mike Reid, Pandora’s executive director for multicultural. The diversity of stations, in turn, reflects Pandora’s ability to target its users. ![]() That’s more than the number of stations found under dance, metal or even country. ![]() It boasts three separate genre subdivisions for the music - “Latin,” “Mexico” and “Puerto Rico” - with 27 stations under the “Latin” umbrella alone, and 15 stations under the “Mexican” umbrella. So why the Latin traction?įor one, Pandora has made a concerted effort to broaden its Latin listener base and build up its Latin library. Pandora is not a Spanish site, nor does it advertise to Hispanics. HYBE's 'New' K-Pop Artist MIDNATT Is Using AI Technology for a Remarkably Human Purpose
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