That is the finding from LOOP’s analysis of consumption patterns across some 50 genres.
It suggests that fans of dance and hip-hop are the early adopters of digital technologies, with them being the most likely to use on-demand streaming services (with it making up 34% of dance fans’ listening time and 31% of hip-hop fans’ listening time – against a national average of 24%). They are also most likely to listen on smartphones. Perhaps the most interesting finding is that fans of these genres are more likely to actually pay for the music and music-related products. The research claims that 79% of dance fans and 72% of hip-hop fans have purchased a music-related product over the previous six months (that slips to 63% across the rest of the listeners analysed). Looking at music subscriptions in particular, 31% of dance consumers and 24% of hip-hop fans pay for a music subscription (compared to an overall average of 17%). Plus, they are more likely to pay more for improved audio (25% and 21%, respectively, against a general population average of 16%).