Commentary

50 Million Music Listeners are Young, Smart and Simultaneous Media Consumers

50 Million Music Listeners are Young, Smart and Simultaneous Media Consumers

The recent Simultaneous Media Survey from BIGresearch provides a look at the users of the over 50 million MP3 players sold last year, and the picture is a good one.((

The basic demographic profile of MP3 users is:

  • 64.4%            Male
  • 35.6%             Female
  • $67,854            Income
  • 52.1%            From Homeowner Households(
  • 14.5            Average Years of Education

The Top 5 Consumption Profiles For MP3 Users (% Respondents)

Automobile Brand Ownership

1. Ford

13.8%  

2. Chevrolet

10.3% 

3. Toyota

7.7%  

4. Honda

7.0%  

5. Nissan (tie)

   Dodge (tie)

5.5%  

5.5%  

 Source: BIGresearch, February 2006

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Men's Clothing Stores Shopped Most Often

1. Wal-Mart

9.7%

2. JC Penney

5.2%

3. Kohls

4.7%

4. Old Navy

3.1%

5. Target (tie)

   Macy's (tie)

2.7%

2.7%

Source: BIGresearch, February 2006

           

Women's Clothing Stores Shopped Most Often

1. Wal-Mart

7.5%

2. Kohls

4.0%

3. JC Penney

3.3%

4. Macy's

2.8%

5. Target

2.7%

Source: BIGresearch, February 2006

           

Electronics Stores Shopped Most Often

1. Best Buy

36.1%

2. Wal-Mart

9.1%

3. Circuit City

7.1%

4. Fry's

2.7%

5. Target

1.9%

Source: BIGresearch, February 2006

MP3 users are big technology users and more likely to subscribe to cable TV, have high speed internet access, satellite RV, access streaming video on their cell phones and use voice over internet telecoms services.((

Favorite leisure time preferences of MP3 users include:

  • Surfing the internet
  • Listening to music
  • Watching TV

And when they watch TV, MP3 users are more likely to be engaged in some other activity with over 50% saying they regularly or occasionally also go online, read magazines, newspapers, mail or engage in other activities. ((

For more information, please visit BIGresearch.

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.