Analysis

Music teenagers: 60% are streaming while 21% buy downloads


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teens

Research firm GlobalWebIndex has been tapping its global panel of teenagers to find out what they’re doing online and how they’re getting their digital entertainment.

The results make for interesting reading, with a number of points about this age group’s music consumption. It’s based on a sample size of 4,849 16-19 year-olds – so “late teenagers” would be a more accurate term to describe them – in 32 countries.

Music findings? Music came top of the chart of “top interests” for the respondents, with 70% saying they are strongly interested in music – ahead of films (around 65%), science and technology (60%) and games (55%).

When asked what they’d done online in the last month, 60% said they’d listened to a streaming music service – more than used an instant messaging app (57%) despite the buzz around that category.

Note, 21% of these teenagers said they’d bought a music download in the last month, so this is very much the streaming generation. Yet when asked what digital entertainment services they used last month, 30% said Google Play, 21% Netflix, 20% iTunes, 13% SoundCloud and 11% Spotify.

YouTube was, strangely, missing from that question in GWI’s survey, although the 75% who said they’d watched a video clip online in the last month is a strong hint at the popularity of Google’s service.

Other findings: 40% of teenagers used music apps in the last month, behind only games (50%) and social networks (42% – which may seem rather low to you, just as the figure of 29% using chat/messaging apps might).

They were asked about their top messaging services though: 31% are using Facebook Messenger, 26% WhatsApp, 20% Skype, 14% Snapchat and 7% Line.

“But it’s Snapchat that is really making headway among teens,” claims GWI. “These figures are significantly higher in some key markets: 37% of UK teens are using Snapchat, as are 3 in 10 in the US and Canada.”

Stuart Dredge

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