Report: Music Buyers More Exposed to Radio, Outdoor

Those consumers who regularly purchase CD's or download music from the Internet are more likely to be heavily exposed to radio and outdoor, according to a recent report from The Media Audit.

The study, which polls consumers in 81 U.S. cities, reveals that consumers who have purchased CD's or downloaded music in the past four weeks are 8% more likely to be a heavy radio listener and 18% more likely to be heavily exposed to outdoor advertising. 

Heavy exposure to radio is defined as having listened for three or more hours in a typical day, while heavy exposure to outdoor advertising is based on a person driving 200 or more miles within a metro area in a typical week.

Among all U.S. consumers, 27.7% have purchased CD's or downloaded music from the Internet within the past four weeks, a figure that represents more than 41 million consumers across The Media Audit's 81 measured markets. Last year was the first year that the industry saw digital music sales eclipse the physical sale of music.

Both males and females purchase or download music equally, however, a greater percent of music buyers are under the age of 50. Among all music buyers, 77% are between the ages of 18 and 49 years old. And, 18 to 49 year olds buy music at a rate that is 32% higher when compared to the general market, however consumers who are over the age of 50 are almost half as likely to buy or download music.

Among those most heavily invested in CD's or downloaded music are those who are between 18 and 34. According to the study, 41% regularly purchase or download music from the Internet in a typical four week period.

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