Nielsen: Radio #1 For Music Discovery; YouTube #1 For Music Listening By Teens

New Music 360 Survey

NIELSEN's most recent study of consumer interaction with music in the U.S., the Music 360, has released more data (NET NEWS 8/6), and found that radio is still the preferred choice for people to discover music -- but that more teens now listen to music on YOUTUBE than the radio. The new report looked into a variety of ways music is consumed, including listening and purchasing behaviors; music discovery; live events; the use of social networking and mobile music apps; as well as how the economy is affecting music sales.

The study found that 48% of respondents discover music through the radio, 10% through tips from friends/relatives, and 7% off YOUTUBE (7%). However, 64% of teens listen to music through YOUTUBE, while 56% listen to music on the radio; 53% use iTUNES and 50% use CDs.  

"The accessibility of music has seen tremendous expansion and diversification,: NIELSEN SVP Client Development DAVID BAKULA said. "While younger listeners opt for technologically advanced methods , traditional methods of discovery like radio and word-of-mouth continue to be strong drivers.  With so many ways to purchase, consume and discover great new music, it’s no wonder that the consumer continues to access and enjoy music in greater numbers."

Other results include:

* 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; and 6% upload music.

* 54% have music player apps on their smartphones; 47% have radio apps on their smartphones; 26% have music store apps on their smartphones.

* 38% of males purchase rock most often; 15% of females (compared to 9% of males) purchase Top 40 most often.

* 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.

* 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.

* 36% of teens have bought a CD in the last year; 51% of teens have purchased some kind of music download.

* 7% of 18-24-year-olds attend a music event once a week or more; 30% attend once a month

* 41% of respondents 55+ reduced their music spending due the current economy to a large degree; 39% of respondents 45-54 reduced their spending to a large degree; and only 28% of respondents age 25-34 reduced their spending to a large degree

Data for Music 360 were collected via 3,000 online consumer surveys using NIELSEN’s proprietary, high-quality ePanel in the U.S.  For custom requests for further information from the underlying data in the report, call (646) 654-5606 or send an e-mail to know@nielsen.com.

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