MEET THE NEW MUSIC SEEKERS

Edison Research promised that their New-Music Seekers survey would provide never-before-seen data about the most active music fans. Rather than relying on consumption metrics, Edison let the participants in the survey define “music seekers” for themselves.

The first question in the survey was How Important is it to learn about and keep up-to-date with music?

24% of the sample said new music is important to them. 43% said new music is “somewhat important” to them. 33% said new music was “not important to them at all.”

Edison Research conducted online interviews with 3,159 online respondents. The interviews were conducted in January and February 2020, before the on-set of the Covid-19 pandemic. The study is part of Edison’s Infinite Dial research series.

The behavior and perceptions of the 24% - the people who said new music is important to them – make up the remainder of the study. They are the New Music Seekers.

The results of the study were announced during a webinar last week hosted by Nicole Beniamini, VP of Research at Edison. You can download a free copy of the report here.

Here are other slides from the Edison report that help define New Music Seekers:

GENDER & AGE

New Music Seekers are split almost evenly between Men and Women. People of any age can be New Music Seekers but almost half are age 18-34.  Boomers comprise 23% of Seekers.

RACE & ETHNICITY

According to the Edison survey, 6 out 10 New Music Seekers are white.

THE SOURCES SEEKERS USE TO DISCOVER MUSIC

The top platform for music discovery is YouTube, followed by friends & family and traditional radio stations. 

Apple’s iTunes is a new music source for around a quarter of the sample.

SOCIAL MEDIA BRAND USAGE

Facebook is the top social media brand for respondents off all ages.   

Respondents in the 18-24 demographic cells are also frequently using Instagram and SnapChat.

AUDIO BRAND USED MOST OFTEN

Spotify is frequently mentioned in the Edison Research of New Music Seekers. 

It is also a dividing line between younger and older survey respondents. Only 5% of Boomers use Spotify.

PAID SUBSCRIPTION VS AD-SUPPORTED AUDIO BRANDS

A sizeable portion of New Music Seekers are paying or say they will pay for a subscription service, particularly users of Spotify. 

USE OF HEADPHONES/EARBUDS

It appears that the respondents make ample use of headphones and ear earbuds.  Overall, 67% of the respondents say they use headphone/earbuds “all of the time” or “most of the time.” Boomers are the least likely to use headphones and earbuds.