British music body the BPI is banging the drum for music as Christmas gifts, with a digital spin this year. It’s surveyed 2,000 Brits and found that 62% want to receive music as a gift, with 25% saying they’d like it to be digital: 19% as digital store vouchers/credits and 6% as streaming service subscriptions. But according to the BPI, 55% of 15-19 year-olds and 58% of 20-24 year-olds want their music gifts to be digital. “There was a time not so long ago when we wanted our music gifts in physical form that we could unwrap, but that seems to be gradually changing, especially among teenagers and people in their early twenties,’ said BPI spokesperson Gennaro Castaldo in  a statement. Apple’s iTunes vouchers are well established as Christmas gifts, with Amazon and Google Play also strong presences in retailers. We haven’t seen quite as much pre-Christmas marketing from streaming music services this year though: perhaps that’s something to work on in late 2014.

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