Study: Twitter users buy more music than average ‘Net users
June 25, 2009
Those who use Twitter buy more music than those who don’t, making the Twitter-using demographic valuable to the music industry. That’s the conclusion of a new report from the NPD Group, which tracked the music buying habits of nearly 4,000 Internet users. The firm found that the crossover between music buyers and Twitter users is higher than the general Internet-using population, and that this segment spends more on music than the average user.
According to NPD, a third of Twitter users reported buying a CD in the last three months, while another third said they have purchased music downloads online in that time. Overall Web users came in at 23 and 16 percent, respectively. Twitter users also spend an average of 77 percent more on online music downloads than non-Twitter users.
The firm also says that Twitter users are more likely to be "engaged" in online music activities that don’t involve downloading, such as listening to Internet radio, watching music videos, and listening to streaming tracks. Twitter users were twice as likely to use services like Pandora and MySpace Music, and 41 percent reported listening to Internet radio (compared to 22 percent of general Internet users).
"NPD’s latest music-acquisition study shows that there are segments of consumers who are more actively integrating Twitter as a key tool for communicating and networking," NPD analyst Russ Crupnick said in a statement. "Twitter has the potential to help foster the discovery of new music, and improve targeted marketing of music to groups of highly-involved and technologically savvy consumers, but it has to be done right."
The study seems to be the first from a major market research firm that examines the intersection of Twitter and music buyers, though there have been several studies looking at the music buying habits of P2P users. The Canadian branch of the RIAA, the Canadian Record Industry Association, released a report in 2006 acknowledging that P2P users buy more music than the music industry wants to admit, and that P2P isn’t the primary reason why other people aren’t buying music. These findings were backed up earlier this year by the BI Norwegian School of Management, which found that illegal music connoisseurs are significantly more likely to purchase music than the average Internet user.
Twitter users and P2P users may not be the exact same group, but the quality they share is that they both tend to be highly-engaged online and are early adopters of technology. From that perspective, it’s not so surprising that they buy more music than the average Joe—people who are interested in discovering new things about the Internet are likely to be interested in discovering new music too, and if they like it, they buy it.
This post has been written by Jacqui Cheng on June 24, 2009 10:11 PM couresy of arstechnica.com.