NPD Group: More Music Being Listened To On Tablets And Smartphones
February 20, 2013 at 10:06 AM (PT)
Mobile devices including tablets and smartphones are increasingly being used as portable music players, according to the new "Audio Consumption Study" from global information company THE NPD GROUP. Forty percent of tablet owners report they use it to listen to music, while 56% of smartphone users say they use it for music listening. Among those using the smartphone for music listening, 39% said they listen to music at least once a day and half (54%) report they are using the device more for music compared with a year ago.
NPD found that in the case of smartphones, 65% of the music users reported using Internet Radio, such as PANDORA, while 30% are using on-demand services, such as SPOTIFY or RHAPSODY. However, many (60%) bring their own music to the device. Tablet owners have a similar passion for using Internet Radio, and half (49%) port their own music files to the device.
"With both local music storage and the ability to connect to any number of online music services, tablets and smartphones are actually contributing to a net increase in their owner's use of iIternet radio and personal music collections," said Dir./Industry Analysis BEN ARNOLD. "As a result, we are seeing sales growth in products that complement playback on mobile devices, particularly those that feature wireless local streaming."
Wireless streaming speaker sales more than tripled in 2012, and wireless headphones grew by 34%. Further, one in four (28%) soundbars sold in 2012 were Bluetooth enabled, up from 6% percent in 2011, according to Retail Tracking Service data from NPD.
"Products that enhance listening like streaming speakers and soundbars with Bluetooth and even premium headphones have experienced tremendous growth over the past year is evidence that consumers aren't only satisfied with music on-the-go -- they increasingly want to use these devices for a better in-home music experience," said ARNOLD.
NPD Predicts: More Popular Streaming, Less Popular 'Idol'
NPD SVP/Industry Analysis RUSS CRUPNICK delved into other NPD studies on how consumers use music -- and radio -- in the current Power Player interview. Among his predictions for 2013 is the growing use of music streaming services to the point where it might equal CD listening and the potential demise of "American Idol."