Latin Music Fans USA April 2020

Fast Facts Top Attitudes Market Potential: 13mil I would like to work and 60% Are Hispanic live abroad 45% Male 55% Female I regularly try new foods from other countries 1. Prestige Purchasers 1.5x More likely to 2. Fast Fashionistas identify as LGBTQ I am interested in international events 3. Represent More likely to be into 1.8x Urban/Modern Art

Age 26% 24% 20% Household Income 17% Top 25% Bottom 25% 14% of the of the population population 6% 46% 17% 27% Top 10% Mid 50% of the of the 16-24 25-34 35-54 45-54 55-64 population population

Media Channels Media Properties CNN en Español BBC World News WhatsApp Vice 92% 91% 77% 86% Uber The Guardian Expedia Airbnb TIME.com 62% 74% 100% 44% National Geographic

Top Online Activities Social Media 75% High Volume High Propensity

48% 50% 42% 41% 39% 38% 37% 38% 27%

Top TV Shows Jane the Virgin Supergirl Jimmy Kimmel Live The Ellen DeGeneres Show Dancing with the Stars

75% I typically hear about new 1.6x Live-streamed a music music from lots of different concert or festival Stream Music sources

1.6x Bought music gift cards for Top Streaming Services others Love… J Balvin Maintained a subscription to Bad Bunny 1.5x an artist/band/record company email or newsletter David Guetta list Top Playlists Today’s Top Hits(Spotify) 1.5x Used an app that helped Global Top 50 (Spotify) you find concert information Top Radio Stations/Shows

Local Latin/Spanish-Language Stations Followed a music artist or Local Dance Music Stations 1.5x 55% band on a social network All Songs Considered - NPR Watch Music Videos on YouTube