Nielsen HomeScan: Who's Buying All Those Adele Albums?

Studying Adele CD Buyers

Five million ADELE fans can't be wrong, which is precisely what prompted NIELSEN HOMESCAN to analyze the demographics of those who purchased "25" albums within the past three weeks to make the disc the fastest selling in the history of such measurement (at least since 1991).

Looking at what motivated 5 million Americans to buy the album, NIELSEN found that 51% of the first week's sales were physical CDs, and those purchasers included a large percentage of high-income empty nesters aged 55-64.  They were also more likely to be employed full-time in professional or managerial jobs, with over 56% pulling down household incomes of $70,000 (compared with 38% of total U.S. households) and 38% with household incomes of over $100,000 (compared with 23% of total U.S. households).   The CD buyers also over-indexed for "nonessential comfort/mood-related items" like magazines, women’s fragrances, men’s toiletries, candles and incense, seasonal merchandise, cordials and liqueurs, and liquor (and, by extension, ADELE's album itself).

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