Not Too Old to Pay for Rock and Roll

May 20, 2003
George Anderson

By George Anderson

More Americans prefer rock music than rap, hip-hop, R&B or country according to a poll by the Recording Industry Association of America.

Nearly one in four consumers said rock was their most-preferred musical genre compared to rap and hip-hop which came in at 13.5 percent. Pop music finished in sixth place with only nine percent listing it as their favorite type of music.

The biggest demographic group for buying music are those 45 years and older.
People in the 45 plus group represent 25.5 percent of music sales. Teenagers
between 15 and 19 were number two buying 13.3 percent of the music sold.

Moderator’s Comment: What do the results of this study
mean for music retailers? Are there any lessons here that are applicable to
categories outside of music sales?

The music industry and retailers would do well to take
in these numbers instead of blaming lower sales on music pirating.

It is not a coincidence that the biggest headlining concert
tours are for artists such as Paul McCartney, The Rolling Stones and Bruce Springsteen
and the E Street Band. Baby boomers grew up and still listen to rock and roll.
They also buy it.

The lesson here is simple. Provide product that the “actual”
consumer wants and they will buy it. [George
Anderson – Moderator

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