Now ranging in age from 18 to 34, Millennials are the first digitally native age group. They are also America’s most racially diverse generation. The Hispanic subgroup of this generation in fact are trailblazers when it comes digital media consumption.

According to BIA/Kelsey’s Consumer Commerce Monitor Study (CCM), Hispanic Millennials report higher likelihood of digital shopping activities than non-Hispanic Millennials. For example, they’re more likely to go online to qualify local purchases than non-Hispanic Millennials (33.3 percent vs. 26.1 percent).

Hispanic Millennials also report using devices when shopping for local products and services more frequently than non-Hispanic Millennials, with 30 percentof Hispanic consumers reporting they use a tablet daily for local shopping, and 40 percent report using a smartphone

Other Key findings from the study include: Hispanic Millennials:

— Used an average of 6.3 app for local shopping activities versus 3.4 app that non-Hispanic Millennials used for local shopping.

— Reported checking into a local business at least once within the last 6 months at a rate of 76.1 percent versus only 57.7 percent of non-Hispanic Millennials who checked in at local business.

— Reported increases in their social media use for local shopping in the last 6 months by 55.3 PERCENT Hispanic Millennials vs. 31.6 percent non-Hispanic Millennials.

The Hispanic Millennial Generation is the intersection of two groups which over index on digital and mobile technology adoption. Further understanding the Hispanic Millennial Consumer will help marketers and SMBs understand how early trends in our digital shopping future will go. Hispanic Millennials are on the forefront of digital.

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In the overall advertising mix, digital will grow to make up one third of media spend in the next 5 years, according to Ducey. Within the audio ads, digital will take a 21 percent share in the next four years. That leaves less than 80 percent of audio ad dollars for “traditional” or broadcast radio. “This will be a blessing and a challenge to broadcast radio,” said Ducey.

Much of this opportunity in digital will lie in interactive forms of audio ads. The connected car is one area Ducey cites, due to a need for hands free interaction. Xapp Media, for example, pioneers an format that prompts users to engage through voice commands (see our previous video demo). The ads will appear within the growing inventory sources of streaming apps that serve audio ads in addition to standard display.

Download the report here (free report sponsored by Xapp Media).

The post The Internet Radio Revolution Has Arrived: A Conversation with Rick Ducey appeared first on BIA/Kelsey - Local Media Watch.

The entrance into a new digital age has brought endless changes to the world. Current media is in a state of transformation, undergoing great modification in its traditional medium form – from print to digital. The century old Radio industry is not excluded from this transition. It is facing ever increasing competition from new and innovative digital media outlets that are available to local advertisers, but within this competition lies opportunity.

Publisher Eric Rhodes, a leading voice for progressive radio, gave his take on “the new digital stuff” and introduces new areas for the radio industry, such as “the connected car” in the first session of Day 3 at Leading in Local conference.

BIA/Kelsey’s advertising revenue forecasts illustrate that national advertisers play a significant role in the purchasing of advertising opportunities across many different local media outlets. In 2012, our estimates are that national brands spent $45.2 billion dollars in local media advertising such as direct mail, television, print yellow pages, radio, out-of-home and more. This amount accounts for more than a third (33.6 percent) of all spending in local media. “The Radio industry is caught between two worlds” said Rhodes. Current radio owners are invested heavily in transmission costs and they see no compelling reason to back out of it now. They have seen little decline on listening time in the last years – only between 1-2 percent. Compounded with the difficulty to monetize digital radio when consumed out of market areas, makes the idea of transition far more difficult. The radio industry is waiting for things to get further developed, but entities such as Clear channel and iHeartRadio are investing heavy and it may be too late for the traditional players in the space to transition. As we know, digital moves fast, so although Radio maybe okay now, it may not be with continuation of newer developing technologies in the digital space.

The “connected car” emerged as one of the most important touch-points on the horizon for radio, given that the car is where audiences continue to report that a good deal of radio listening continues to happen.   Tech savvy consumers are already listening to streamed audio in their cars via blue-tooth through their smart phones, or connecting through plug-ins, and the configuration of the dash board could make a real difference to Radio’s future. People are no longer carrying radios on them. However, Rhodes said “It’ll take 8 years for 50 percent of the U.S. cars to have connected dashboards and 16 years for 100% of them to be connected.”

The question remains: Where and when does the transition need to happen?

The post At Leading in Local: ILM 2013: Radio Living in Two Different Worlds appeared first on BIA/Kelsey - Local Media Watch.

The bigger change agent, according to Lanzano, will be mobile because it will allow users to access local broadcast content wherever and whenever they want. In fact TVB is reporting that 88 percent of consumers polled said watching local news media is driving their mobile viewing. The real potential, says Lanzano, “is the ability to have more transparency in who is watching, when they are watching and where they are watching mobile programming.”

Much like online radio, new technology is coming out that allows more customization of programming and scheduling that is personalized to the consumer. A new service called Sezmi provides not only local media offerings, but also allows users to customize the content they want to watch, including YouTube and online video as well as on-demand content, all for a low $20 monthly fee. Other services by NetFlix are also directly competing with local broadcast and altering how people view and watch TV.

The TVB recommends local stations take advantage and own the hyperlocal shift by implementing the following:

• Making mobile TV beyond news and adding additional utility to local consumers and advertisers
• Program to compete with cable using HD subchannels that meet local needs
• Develop the best local mobile site
• Seek ways to leverage e-mail marketing, which is a great untapped opportunity
• Create hyperlocal shopping sites with deep content and match it with offers and coupons to drive action
• Do not overlay broadcast model on the mobile offering

Lanzano concluded that “viewership is shifting to the anytime, anywhere medium focused on local and who better to own hyperlocal than local stations who have embraced the new technology to make HD programming and mobile TV a reality for their stations?”

The post DSB 2010: New Technology Is Driving Local TV appeared first on BIA/Kelsey - Local Media Watch.

These are the ingredients behind our new advisory service, “Digital Strategies for Broadcasting.” Technology can drive new workflows, partnerships and revenue streams, and in doing so challenge existing management and operational structures and processes. Running a broadcast company with digital media assets is quite different from running a traditional broadcast property.

BIA itself has taken the “digital plunge” with its acquisition of The Kelsey Group, which extended our expertise, knowledge and relationship base into digital media. With the launch of DSB we are leveraging those resources along with the expertise, data and services BIA has provided the broadcast industry with since 1983.

The explicit goal of DSB is to help our advisory clients develop and execute their digital strategies as successfully as possible. This may mean broadcasters but it can also mean assisting those firms elsewhere in the local media ecosystem looking to understand and work more productively with broadcasters as partners, service providers or vendors.

For more information about Digital Strategies for Broadcasting, click here.

Click to register for our free webinar on Tuesday, March 16, Digital Strategies for Broadcasting: Capitalizing on the Shift to Local and Digital Media.

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