Common Sense Media has been surveying more than 1,600 American 8-18 year-olds about their media habits, and there are plenty of findings relevant to the music industry.

The toplines include the fact that tweens (8-12 year-olds) average four hours and 44 minutes of ‘entertainment screen media’ a day, while teens (13-18 year-olds) average seven hours and 22 minutes. Also, each group’s viewing of online video has rocketed since 2015: 56 and 59 minutes a day respectively on average. On music specifically: it’s the favourite media activity for girls: 73% of 8-18 year-olds surveyed for this study said they enjoy listening to music “a lot” – well ahead of watching online videos (56%) and social media (50%). For boys, meanwhile, music is second to online videos (59% and 67% respectively).

Overall, 82% of teens said they listen to music every day, although that percentage was 47% for tweens. Less surprisingly, smartphones are by far the most popular way teens are listening to music: of the two hours and five minutes teenagers average listening to music every day, one hour 11 minutes is on their phone, although 24 minutes is still traditional radio. There’s plenty more in the report.

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Stuart Dredge

Music Ally's Head of Insight

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