How do teenagers buy and consume music?

Published October 17, 2012 by moniquefearon

According to TechCrunch/ Nielsen’s latest ‘Music 360’ “teenagers now listen to music through YouTube than any other sources”. They say “48% of consumers in the U.S. still see radio as the dominant way to discover new music. For almost two-thirds of U.S. teenagers, however, Google’s YouTube is now a more important source of music than radio (54%), iTunes (53%) and CDs (50%).

Despite the growing popularity of Internet music services among teens, about a third of them still bought a CD in the last year and among all respondents, 55% said physical CDs are still a very or fairly good value.” A survey done said that:

More teens listen to music through YouTube than through any other source

  • · 64% of teens listen to music through YouTube
  • · 56% of teens listen to music on the radio
  • · 53% of teens listen to music through iTunes
  • · 50% of teens listen to music on CD

Positive recommendations from a friend are most likely to influence purchase decisions

  • 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, while 6% upload music.

Digital music is seen as a slightly better value than a physical CD

  • 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

Younger consumers who do buy digital tracks, are more likely to purchase new music immediately after its release

  • 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”
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