![]() ![]() 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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