Music Consumer Profile - 2012

Total Internet
Population 13+

Music
Buyers

CD
Buyers

Digital
Buyers

P2P
Downloaders

Music
Streamers

Paid
Subscribers*

Gender
Men
Women

49%
51%

45%
55%

46%
54%

44%
56%

53%
47%

46%
54%

58%
42%

Age
13-17
18-25
26-35
36-50
51+

10%
15%
19%
27%
30%

9%
16%
20%
29%
26%

9%
14%
18%
29%
31%

13%
20%
25%
29%
13%

22%
27%
26%
19%
8%

14%
20%
23%
25%
19%

9%
12%
36%
30%
13%

Race
White/ Caucasian
Black/ African American
Asian/ Pacific Islander
Native American/ Eskimo
Other

75%
11%
5%
1%
8%

79%
9%
4%
1%
7%

81%
9%
3%
1%
6%

80%
7%
4%
1%
8%

67%
14%
5%
2%
12%

72%
14%
5%
2%
8%

70%
11%
5%
3%
11%

Ethnicity
Hispanic Ethnicity
Non-Hispanic Ethnicity

15%
85%

14%
86%

13%
87%

18%
82%

25%
75%

17%
83%

24%
76%

Favorite Genres (Rank)*

1

Country

Classic Rock ('60s- Classic Rock

'80s)
('60s-'80s)

Pop/Top
40/Current Hits

Country

Alt/Modern/
Indie Rock

Alt/Modern/
Indie Rock
Pop/Top
Classic Rock
40/Current
('60s-'80s)
Hits
Country

Alt/Modern/
Indie Rock

Country

Rap/Hip-Hop

Country

Alt/Modern/ Indie
Rock

Pop/Top
40/Current Hits

Classic Rock
('60s-'80s)

Classic Rock
('60s-'80s)

Pop/Top
Alt/Modern/ Indie
40/Current
Rock
Hits

Rap/Hip-Hop

Source: The NPD Group/2011 Annual Music Study

*Paid Subscribers base size = 151
Definitions:
Music Buyer: Purchased at least one full/single CD or digital track/album or paid to listen to online radio or on-demand music services in the past year.
CD Buyer: Purchased at least one full/single CD in the past year.
Digital Buyer: Purchased at least one digital track/album in the past year.
P2P Downloaders: Downloaded at least one track for free from a file-sharing service in the past year.
Music Streamers: Listened to music via free/paid online radio or on-demand services for at least one hour in an average week in the past year (i.e., Pandora, Spotify, YouTube)
Paid Subscribers: Paid to listen to online radio or on-demand music services in the past year (i.e., Pandora One, Spotify Unlimited/Premium, Rhapsody Premier)
*Question: Of the types of music listed below, which are the three that you are most interested in? That is, you not only listen to them occasionally but you
actually buy the music, pay to go to concerts, etc. (Select up to 3)

For more information contact, The NPD Group, Inc.