Online Music Lovers Also Hear Radio a Lot
     


People who buy CDs or downloaded music on the Internet are also more likely to be exposed heavily to radio and outdoor media.

That’s a recent finding of The Media Audit audience research firm.

“The study, which polls consumers in 81 U.S. cities, reveals that consumers who have purchased CDs or downloaded music in the past four weeks are 8% more likely to be a heavy radio listener and 18% more likely to be heavily exposed to outdoor advertising,” it stated in a December newsletter. Heavy radio exposure was defined as three or more hours in a typical day.

It says that means 41 million consumers in the company’s 81 measured markets have purchased CDs or downloaded music online over the past month. “Last year was the first year that the industry saw digital music sales eclipse the physical sale of music.”

It also found that males and females purchase or download music equally and that a greater percent of music buyers are under the age of 50.

“Among all music buyers, 77% are between the ages of 18 and 49 years old. And, 18- to 49-year-olds buy music at a rate that is 32% higher when compared to the general market; however consumers who are over the age of 50 are almost half as likely to buy or download music.”


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