RECORDING INDUSTRY RELEASES
1996 CONSUMER PROFILE
1992 - 1996 - Music Genre By Age
Teen spirit is a myth. Though the power of young buyers cannot beignored,
consumers 20 and older are simply spending more money on music.There
have been significant gains in the Pop music listenership amongthe
35 and over crowd - tracking aging baby boomers. R&B is expandingtoo.
Even Rock listeners, described in the past as teenage and hip,now
reflect the overall maturing of the population and change in theconsumer
METHODOLOGY: The annual consumer
profile, which is the primary focus of the RIAA "Top Ten Fact
Book," is compiled by Chilton Research Services from a monthly
national telephone survey. (Chilton surveys 3,051 music buyers each
year.) Data from the monthly survey, tabulated annually and semi-annually,
is weighted by age and sex, and then projected to reflect the U.S.
population age 10-and-over. The reliability of the data is +/-1.7%
at a 95% confidence level.
BACKGROUND: The following are
highlights from the 1996 Consumer Profile:
Configuration: There is little
surprise that CDs continue to dominate the other full-length formats
with well-over two thirds of the marketplace (68.4%). Full-length
cassettes continue in second place, experiencing a slowed decrease
from the previous year. Cassettes held 19.3% of the market in 1996,
down from 25.1% in 1995. While the cassette share has declined significantly
in recent years, the format remains a cost-effective, portable alternative
to the CD for a host of applications. In 1996, CD singles almost
doubled their market share, growing from 2.6% to 4.2%. This growth
is attributable to a number of factors including the addition of
bonus tracks not found elsewhere, as well as a general reduction
Outlet: With 49.9% of the market,
record stores still have a clear lead as the outlet of choice. However,
the "Other Store" category, which includes discount and
consumer electronics stores, increased its market share in 1996
to 31.5%, up from last year's 28.1%.
Genre: While Rock and Country
continue to reign as they have for at least the past five years,
both these categories experienced a drop in market share last year
(Rock and Country dropped from 33.5% to 32.6% and 16.7% to 14.7
% respectively), while a range of other genres, most notably Gospel,
Jazz and Classical, grew in consumer popularity. In the case of
Gospel music, which grew from 3.1% to 4.3 %, its increased popularity
reflects a strong commitment on the part of a number of major record
companies to market and merchandize Gospel -- and particularly Contemporary
Christian Music -- more aggressively, and reflects growing public
awareness of the range and depth of the genre. Rap music also did
very well in 1996, increasing its market share from 6.7% to 8.9%.
With respect to genre, consumers were
asked to classify their music purchases; they are not assigned a
particular category by Chilton. The "Other" genre category
includes Ethnic, Standards, Big Band, Swing, Spanish, Electronic,
Instrumental, Comedy, Humor, Spoken Word, Exercise, Language, Folk,
and Holiday Music.
Age: Spending by younger Americans
remains predictably strong because of their passion for music. Of
greater note are the baby-boomers. The 40 to 44 age bracket jumped
from a meager 4.8% market share in 1987 to 9.1% in 1996. Similarly,
consumers 45 and older commanded only 10.7% of the market 10 years
ago compared to 15.1% last year.
©1996 RIAA All Rights Reserved.