Reaching Diaspora Through Mobile Radio

Study of Somali and Haitian Remittance Habits
Reveals Innovative Survey Technology

July 2014

Reaching Diaspora Through Mobile Radio

Study of Somali and Haitian Remittance Habits

Reveals Innovative Survey Technology

Presented by AudioNow
With the support of Millennial Strategies, LLC

Patrick Kennedy
President, Millennial Strategies LLC

Natalie White
Manager of Market Research, AudioNow

Eugen Leontie

Director of Research and Development, AudioNow

Yao Wan
Research Associate, AudioNow
July 2014
milenium

About AudioNow

AudioNow, based in Washington, DC, is the leading call-to-listen platform in the world. With broadcast partners on every continent, AudioNow extends the reach of radio by connecting mobile listeners to their favorite radio stations through a simple telephone call. The AudioNow platform uses proprietary “HD” voice design and patent-pending technology that serves all mobile
platforms. AudioNow has more than 2,000 broadcast partners, including global leaders such as the United Nations, BBC, RFI, Voice of America, Entravision, C-SPAN and IMG College. In 2013 AudioNow delivered 2 billion listening minutes to its broadcast partners and connected users 84 million times to its platform.

For more information about this report and AudioNow contact Natalie White at natalie.white@audionow.com and visit http://www.audionow.com.

July 28, 2014 – AudioNow, – a call-to-listen mobile platform, – was created, in part, to connect diaspora communities to their countries of origin through radio programming, and could potentially serve as an effective research proxy into this increasingly influential marketplace.
Currently, as of July 28, 2014, “the platform” (AudioNow) partners with more than 2,000 stations, and serves as a bridge for more than 1.5 million “unique” callers, who have consumed 2 billion listener minutes over the course of 84 million calls in 2013. Broadcast partners include industry leaders such as BBC, C—­‐SPAN, Voice of America, Al Jazeera, Entravision, and hundreds of in—­‐language broadcasters around the world.

AudioNow lends its platform to broadcasters on a partnership basis. New partners register through the AudioNow website, and AudioNow issues the broadcaster a unique regular U.S. phone number, which the station can then promote to their audience in the U.S. The platform allows listeners without easy access to Internet, smart-phones, or expensive data plans to access audio programming from anywhere in the United States at a very low cost. In addition to its built-in reach into the global diaspora communities, AudioNow has at its disposal several multi-functional audience research tools, including: real-time, top-line data
extraction; in-language telephone survey capabilities; as well as an established connection with station broadcasters, who possess unique insight and access into their respective communities.
In November 2013, AudioNow partnered with the research firm Millennial Strategies LLC to study how the platform’s measurement capabilities can best be leveraged as a data-collection platform. The primary objective of this study is to develop a high quality, practical research foundation, as well as an appropriate methodology for future AudioNow measurement efforts.

A top-line analysis of caller and station data showed that at least 84 distinct ethnic groups are represented amongst AudioNow callers. The reach of AudioNow into certain US ethnic markets, in fact, is significant. For example, when comparing the AudioNow population size of specific immigrant communities against US Census data, the platform reaches more than 69% of Somalis; 20% of Haitians; and 18% of the foreign-born Ethiopian populations in the continental US (Table 1).

table1-reach

This study seeks to demonstrate the platform’s capabilities to probe deeper into the ethnic community. Specifically, it profiles AudioNow’s two largest ethnic groups, the Haitian and Somali diasporas, through an in-language telephone survey. The survey is designed to collect information about the diaspora’s demographics as well as remittance habits, as a means of demonstrating AudioNow’s unique reach and data collection capabilities. The results are presented below.

CASE STUDIES

This study probes AudioNow’s two largest ethnic diasporas (Haitian and Somali) via a targeted in-language telephone survey. From December 11-18 (2013), this 14-question survey was delivered across five stations, which were selected to reflect the estimated national distribution of both diasporas (Census), covering key US metropolitan markets. The questions were
translated into the native languages for both ethnic diasporas (French-Creole and Somali), and probed for key demographic information, as well as remittance habits.

Read More Here ReachingDiaspora AudioNow Study July2014