Survey Shows Consumers Interested In New Music, 57% Use Radio To Find It
March 24, 2011 at 4:01 AM (PT)
An ORPHEUS MEDIA RESEARCH survey reveals that consumers are interested in learning about new music and are actively using available tools, but that finding new music and artists can be hard to do. The survey polled 500 U.S. consumers to explore their perceptions of music streaming services, search and discovery platforms and the role music plays in their lives; 35% of the respondents rated themselves as music enthusiasts or savants, while only 4% considered themselves indifferent to music.
Radio fared well as a source for new tunes, with 57% of the respondents indicating that they most often relied on radio to learn about new music.
54% of the respondents have used a music recommendation tool and, of those, 40% use it either daily or a few times per week. Notably, 77% have discovered new music while using a recommendation tool, and 92% continue to listen to that new music, often recommending it to others.
Of the 87% of respondents who actively search out new music, 22% find it difficult or nearly impossible to discover new, unheard-of music that they like.
When asked if they would go to a single website and match their current favorite songs to new artists and music that they have not heard before, 43% of the respondents said that they would likely or very likely use that website.
"People clearly expect more from music recommendation systems," said OMR Founder/Chief Science Officer Dr. GREG WILDER. "Current search technology is expensive and limited to subjective descriptions of music, which are often just not good enough. We are focused on changing that."