Jupiter Survey: Music 'Influencers' Still Rely On Radio
July 15, 2008 at 9:56 AM (PT)
A new study from JUPITER RESEARCH on online music consumers offered some encouraging nuggets to radio interests. The survey's basic conclusion focused on the approximately 8% of online users described as "influencers," who "carry more than their weight among digital music fans."
The reason these influencers are so important: They're high spenders with diverse music tastes, and they're enthusiasts in a broad range of online music-related activities. How do they turn others onto music? Word of mouth and radio.
"Radio remains the most powerful means of music discovery," the study says. "However, word of mouth plays a much more important role for music fans who use music digitally than it does for overall online consumers, or even for high spenders who do not use digital music. Digital music marketers and programmers should zero in on music influencers."
Actually, according to the data provided, radio is the preferred means to being exposed to music by almost two-thirds of those who responded. Among its final conclusions: Traditional means of music discovery such as recommendations from friends (62%), radio (59%) and music videos on TV (34%) still generate the greatest awareness among influence
Read the entire report here.