Port Washington, NY (June 24, 2009)–Twitter users are more likely to be engaged in online music activities than average web users, according to an NPD Group study.
According to a recent report by The NPD Group, a leading market research company, awareness of Twitter more than doubled in the first quarter of 2009, reaching a 52 percent awareness level among the US internet-using population, which increased from 22 percent awareness in the fourth quarter of 2008. Among music buyers, awareness of Twitter reached 67 percent in the first quarter. In addition, 12 percent of music buyers claimed to have used Twitter in the past three months, versus eight percent of web users overall.
According to NPD’s consumer tracking, 33 percent of Twitter users reported buying a CD in the prior three months, and 34 percent claimed to have purchased a digital download, which compares positively to overall web users (at 23 percent and 16 percent, respectively). When Twitter users purchased music, they also spent more money than did their non-Twitter counterparts. People on Twitter purchased 77 percent more digital downloads, on average, than those who were not using Twitter.
Twitter users are also much more likely than average web users to be engaged in online music activities–one-third listened to music on a social networking site, 41 percent listened to online radio (compared to 22 percent among all web users), and 39 percent watched a music video online (versus 25 percent among all web users). Twitter users were also twice as likely than average web users to visit MySpace Music and Pandora.
NPD’s “Music Acquisition Monitor” measures all forms of music acquisition activity (both digital and physical) as well as volume. It is based on nearly 4,000 survey completions by NPD’s panelists on a quarterly basis. Data is weighted and projected to be representative of the US internet population age 13 and older.
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The NPD Group