Report: Twitter Users Like Online Music, Buy More of It

Authored by Mark Hefflinger on June 23, 2009 - 9:05am.

Port Washington, N.Y. - Twitter users are more engaged with online music, and are more likely to purchase it in greater quantities than Web users not on the microblogging service, according to a report from market research firm NPD Group.

Overall, music buyers' awareness of Twitter was 67% in the first quarter, compared with 52% of general Web users; 12% of music buyers said they used Twitter in the past three months, versus 8% overall.

Some 33% of Twitter users purchased a CD recently, and 34% bought a digital download, compared with 23% and 16% of Web users, respectively.

Twitter users also purchased 77% more digital downloads on average than non-users.

The survey found Twitter users were more likely to have listened to music on social networks and Internet radio stations, and watched music videos online.

"Twitter has the potential to help foster the discovery of new music, and improve targeted marketing of music to groups of highly-involved and technologically savvy consumers, but it has to be done right," said NPD analyst Russ Crupnick.

"There must be a careful balance struck between entertainment and direct conversation on one hand, and marketing on the other.

"Used properly Twitter has the power to entertain -- and to motivate music fans to purchase more new albums, downloads, merchandise, and concert tickets."

Related Links:
http://www.npd.com

Published in DMW Daily, June 23, 2009

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Comments

I agree

Submitted by David Petersen (not verified) on June 23, 2009 - 11:27pm.

Twitter works because it gives the users access and a sense of personal connection with the artists. The artists can tell them straight to buy their album and the personalized feel will motivate the people more, which is why it's an effective advertising tool.