Nielsen Study: Radio Still Tops For Music Discovery
August 14, 2012
Earlier this month, Nielsen revealed initial data and findings from its Nielsen Music 360 Study. Now the company has released more results from the study, which Nielsen describes as "a comprehensive, in-depth study of consumer interaction with music in the United States."
According to the Nielsen Music 360 Study, radio is still the dominant way people discover music (48 percent), followed by tips from friends/relatives (10 percent), and YouTube (seven percent). However, more teens listen to music through YouTube than through any other source (64 percent), followed by radio (56 percent), iTunes (53 percent) and CDs (50 percent).
"The accessibility of music has seen tremendous expansion and diversification," said David Bakula, SVP of Client Development fpr Nielsen. "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 findings released from Nielsen's Music 360 Study include:
Radio is still the dominant way people discover music. · 48 percent discover music most often through the radio · 10 percent discover music most often through friends/relatives · Seven percent discover music most often through YouTube
More teens listen to music through YouTube than through any other source. · 64 percent of teens listen to music through YouTube · 56 percent of teens listen to music on the radio · 53 percent of teens listen to music through iTunes · 50 percent of teens listen to music on CD
Positive recommendations from a friend are most likely to influence purchase decisions. · 54 percent are more likely to make a purchase based off a positive recommendation from a friend · 25 percent are more likely to make a purchase based off a music blog/chat rooms · 12 percent are more likely to make a purchase based off an endorsement from a brand · Eight percent of all respondents share music on social networking sites, while six percent upload music.
Music player apps are most prevalent, followed by radio and music store apps. · 54 percent have music player apps on their smartphones · 47 percent have radio apps on their smartphones · 26 percent have music store apps on their smartphones
Males purchase Rock music most often, while females prefer Top 40. · 38 percent of males purchase rock most often · 15 percent of females (compared to nine percent of males) purchase top 40 most often
Digital music is seen as a slightly better value than a physical CD. · 63 percent of purchasers identified digital albums as a very or fairly good value · 61 percent identified digital tracks as a very or fairly good value · 55 percent identified physical CDs as a very or fairly good value
Younger consumers who do buy digital tracks, are more likely to purchase new music immediately after its release. · 33 percent of teens purchased a digital track within one week of release · 21 percent of persons 18+ purchased a digital track within one week of release
36 percent of teens have bought a CD in the last year; 51% of teens have purchased some kind of music download.
18-24 year olds are most likely to attend a music event (among those who attend any type of live event) · Seven percent attending once a week or more · 30 percent attending once a month
Although 18-24 year olds attend more live events, teens are more likely to purchase T-shirts and posters while there. · 54 percent (compared to 46 percent of 18-24 year olds) of teen attendees purchase concert tees · 14 percent (compared to seven percent of 18-24 year olds) of teen attendees purchase concert posters
Listeners enjoy hearing movie soundtracks over music related TV shows or video games. · 42 percent enjoy hearing music via music related TV show · 59 percent enjoy hearing music via movie soundtracks · 28 percent enjoy hearing music via music related video games
Older consumers have decreased their spending the most during the current economy · 41 percent of respondents 55+ reduced their spending to a large degree · 39 percent of respondents 45-54 reduced their spending to a large degree · Only 28 percent 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 ePanel in the United States. Topics addressed in this study include: where/when music is consumed, through which device(s), apps and services; digital vs. physical purchases; the process of discovery, and how/when discovery converts to purchase; insights around spending, share of wallet, and retailer preferences; live events; and much more.