August 16, 2012

YouTube Is Key To Discovering New Music Among Teens

Lee Rannals for - Your Universe Online

YouTube has become a teenager's first choice to find new music, according to a new study by media research firm Nielsen.

The report found that it was not through iTunes or radio play that teens found their new favorite artists mostly, but through watching online videos on YouTube. According to the survey, 64% of teens listen to music through the online streaming video site.

The Nielsen Music 360 survey did clarify that radio is not an outdated form of music discovery for all generations. It said radio remains the most popular tool to discover new jams among all adults.

Nielsen found that 56% of teens listen to music on the radio, while 53% use Apple's iTunes music player. Just half of teens still put on CDs to get their jam session on.

Nielsen said that only 54% of the 3,000 Americans surveyed said they are more likely to buy music on the recommendation of a friend, rather that based on a music chat room or blog post.

“The accessibility of music has seen tremendous expansion and diversification,” David Bakula, SVP Client Development, Nielsen, said in a press release. “While younger listeners opt for technologically advanced methods , traditional methods of discovery like radio and word-of-mouth continue to be strong drivers."

The report found that 36% of teens actually bought a CD in the last year, compared to 51% who purchased some sort of digital music.

In an unsurprising finding, males were found to prefer rock music, while females preferred whatever the Billboard top 40 gave them. Nielsen said that 15% of females purchased top 40 music often, compared to 9% of males. 38% of males said they purchase rock music often.

The teens who bought digital tracks were more likely to be purchasing new music once it had been released, according to Nielsen. 33% of teens purchased a digital track within one week of release.

The fad of buying your favorite rock artists' T-shirt while at a concert hasn't changed. Nielsen found that 54% of teen attendees purchased tee's while at concerts. However, teens no longer like to plaster their walls with posters, as just 14% said they purchase posters while at the show.

33% of those surveyed who are between 18 years and 24 years old said they attend some type of music event about once a month, while seven percent said they were dedicated music lovers who go to a concert at least once a week.

"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," Bakula said in a statement.