Surprise: Teens listen to music mostly via YouTube

As if you couldn’t already guess: A new study from Nielsen has shown that YouTube is the largest source of music for teens.  Although it’s not surprising, there are a few interesting pieces of adjacent data, such as the fact that teens are still discovering most of their new music via radio.  Here are the stats on the 3,000 teens surveyed:

How teens listen to music:
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

How people discover music:
48% discover music most often through the radio
10% discover music most often through friends/relatives
7% discover music most often through YouTube

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.

… so what the three sections above mean to me is that teens first hear music on the radio, then send youtube links to their friends.

Music player apps are most prevalent, followed by radio and music store apps:
54% have music player apps on their smartphones
47% have radio apps on their smartphones
26% have music store apps on their smartphones

Males purchase rock music most often, while females prefer top 40:
38% of males purchase rock most often
15% of females (compared to 9% of males) purchase top 40 most often

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
36% 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):
7% attending once a week or more
30% attending once a month

… wow.  So, the new model really is relying on live music events.  Almost 1/3 of teens go to one concert per month.

Although 18-24 year olds attend more live events, teens are more likely to purchase T-shirts and posters while there:
54% (compared to 46% of 18-24 year olds) of teen attendees purchase concert tees
14% (compared to 7% of 18-24 year olds) of teen attendees purchase concert posters

…ok, so let me correct myself – Concerts and merchandise is the new model.

Listeners enjoy hearing movie soundtracks over music related TV shows or video games:
42% enjoy hearing music via music related TV show
59% enjoy hearing music via movie soundtracks
28% enjoy hearing music via music related video games

Older consumers have decreased their spending the most during the current economy:
41% of respondents 55+ reduced their spending to a large degree=
39% of respondents 45-54 reduced their spending to a large degree
Only 28% of respondents age 25-34 reduced their spending to a large degree

I’ll hold most of my comments and ask:  What do you make of all of this?