Sunday, October 24, 2010

New Survey Shows Teens Actually Paying For Music

It's common knowledge that teens don't and won't pay for music, and place zero value on it. Or so we've been erroneously told, it seems.

A new survey by the teen-targeted virtual world Habbo surveyed 47,000 teens from 33 countries about their listening and purchasing habits, and the results fly in the face of music industry wisdom. Among the data includes:

  -- only 33% of teens prefer to download music without paying for it
  -- Teens in Chile are least likely to pay for music, with 51% downloading music without paying
  -- only 21% of US and 20% of UK teens report downloading music without paying
  -- only 21% of teens prefer purchasing downloaded music
  -- 37% of Australian teens say they favor paying to download

Now comes the surprising part:
  -- 20% of teens polled report buying CDs
  -- Teens in Sweden (40%), Germany (37%) and Denmark (35%) are most likely to buy a CD, versus 14% of teens surveyed in the US

What influences the type of music teenagers listen to?
  -- Radio and TV are still the dominant music taste makers. 38% of teens take music recommendations from these traditional channels
  -- 28% are influenced by what their friends are listening to and recommending
  -- 18% are influenced by what is in the music charts
  -- Only 9% are influenced by magazines and what they read online

The study also shows that today’s teenager is connected with friends online and values their social recommendation:
- 78% of teens use social networks to share recommendations
- Only 23% never use social networks to recommend music to friends
- Finnish teens are the most likely to share recommendations (88%)
- German (51%), Swiss (46%) and Austrian (45%) teens are the least likely to use social networks to recommend

The music industry is pretty fast to claim that all their problems is the result of illegal downloads, but as we all know (and this survey suggests), there's a lot more to it than that.

Read the original article at Habbo's parent company blog at

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