Here's a sampling of what's found in the report:
Radio is still the dominant way people discover music
- 48% discover music most often through the radio
- 10% discover music most often through friends/relatives
- 7% discover music most often through YouTube
More teens listen to music through YouTube than through any other source
- 64% of teens listen to music through YouTube
- 56% of teens listen to music on the radio
- 53% of teens listen to music through iTunes
- 50% of teens listen to music on CD
Positive recommendations from a friend are most likely to influence purchase decisions
- 54% are more likely to make a purchase based off a positive recommendation from a friend
- 25% are more likely to make a purchase based off a music blog/chat rooms
- 12% are more likely to make a purchase based off an endorsement from a brand
- 8% of all respondents share music on social networking sites, while 6% upload music.
Music player apps are most prevalent, followed by radio and music store apps
- 54% have music player apps on their smartphones
- 47% have radio apps on their smartphones
- 26% have music store apps on their smartphones
Males purchase rock music most often, while females prefer top 40
- 38% of males purchase rock most often
- 15% of females (compared to 9% of males) purchase top 40 most often
Digital music is seen as a slightly better value than a physical CD
- 63% of purchasers identified digital albums as a very or fairly good value
- 61% identified digital tracks as a very or fairly good value
- 55% identified physical CDs as a very or fairly good value
Younger consumers who do buy digital tracks, are more likely to purchase new music immediately after its release
- 33% of teens purchased a digital track within one week of release
- 21% of persons 18+ purchased a digital track within one week of release
18-24 year olds are most likely to attend a music event (among those who attend any type of live event)
- 7% attending once a week or more
- 30% attending once a month
Although 18-24 year olds attend more live events, teens are more likely to purchase T-shirts and posters while there.
- 54% (compared to 46% of 18-24 year olds) of teen attendees purchase concert tees
- 14% (compared to 7% of 18-24 year olds) of teen attendees purchase concert posters
What the report does illustrate is that we often don't really know what we think we know. If you listen to the media, the music world has turned completely upside down. After looking at this report, it's not as different as we're led to believe.
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