Survey Finds Traditional Radio Still Tops Consumer List Of Places To Discover New Music
November 22, 2011 at 3:55 AM (PT)
KATZ MEDIA is singing the praises of radio again -- this time pointing out our medium's positive effect on music sales, in a Powerpoint presentation named, "The Unequivocal Source Of New Music To Users and Buyers Of Any Age is AM/FM RADIO."
The survey found:
* Radio Is Still The #1 Most Frequent And Leading Overall Media Source For New Music Discovery With Youth
* Radio Is Still The Primary Source By Far For New Music Discovery By Rock Music Lovers
* Young Music Buyers Discover New Music Most on Radio
* Radio Leads All Other Media As Biggest Source For Music Discovery
The study identified 5 segments of music consumers: Committed, Convert, Comfortable, Casual and Content. Radio was the "most common avenue of music discovery" for all music users, with 60% citing it as a top influence. Over half of the "Committed" segment -- most open to discovering new artists and who value music ownership, (mean age of 30) accounts for 46% of per capita spending on music -- found new music through AM/FM Radio. About 35% of the "Committed Consumer" segment cited free online radio sites as an influence on music discovery, but online users are more likely to continue to stream songs than to buy them.
The KATZ presentation was inspired by an article in DIGITAL MUSIC NEWS, which wrote "One of the oldest platforms is still the biggest vehicle for new music discovery, even among more dedicated music fans. In a just-released joint study from NPD GROUP and NARM, FM (and AM) radio consistently emerged as the most important place for discovery, with word-of-mouth falling second."
Look at the KATZ Powerpoint presentation here.