New-gen vinyl buyers are ‘serious, dedicated and valuable’


Research firm MusicWatch has been diving into its data on the new generation of vinyl buyers in the US: those born in 1989 or later.

It found that nearly 80% of them have started buying vinyl in the last five years, and that while 37% of them say they buy it to display, 78% intend to listen to their LPs. Yes, that means a crossover: “some records jockey between the wall and the stylus,” as MusicWatch’s Russ Crupnick put it.

Another finding: one third of these new-gen buyers say that they buy vinyl to support their favourite artists: “They overwhelmingly believe it is important to support artists beyond just listening to their music.” Interestingly, packaging – artwork and the design of the record itself – appear to be bigger motivators for buying than audio quality.

MusicWatch’s overall take is positive, taking a jab at any snobbery from older vinyl fans. “The new generation of vinyl buyers are serious, dedicated, and valuable customers – just like their predecessors.”

Written by: Stuart Dredge