AUDIENCE RESEARCH -

TEENSChloe Allenby

Music Consumption Methods

■ YouTube and iTunes were more popular in comparison to adults.■ YouTube was the most popular choice.■ Teens were less likely to use the radio or CDs, lending to my product

as I am creating a music video.

Radio

■ “Most teenagers nowadays are not regular listeners to radio. They may occasionally tune in, but they do not try to listen to a program specifically. The main reason teenagers listen to the radio is for music, but now with online sites streaming music for free they do not bother, as services such as last.fm do this advert free, and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses.”

Internet

■ Every teenager has some access to the internet, be it at school or home. Home use is mainly used for fun (such as social networking) whilst school (or library) use is for work. Most teenagers are heavily active on a combination of social networking sites. Facebook is the most common, with nearly everyone with an internet connection registered and visiting >4 times a week. Facebook is popular as one can interact with friends on a wide scale. 

Rap – a good genre for teens

■ A lot of people come to the conclusion that rap music has a very big impact on the world. Listening to the lyrics, they usually revolve around sex and drugs and those are topics many parents don’t want their kids being involved in. Many of the music videos made by rap artists in the world show these topics in them. Studies show that people who are more into rap music do drugs one time in their lives.

Music Video Consumption

■ A study of 100 fourth- to sixth-graders revealed that 75% of them watched music videos, with 60% of them self-describing their frequency of viewing videos as either “pretty much” or “a lot.” Of these children, 62% watched music videos either “most days” or “every day,” and 7% watched them even before going to school. 3 of 4 of those in the 16- to 24-year-old group watch MTV, 58% watch it at least once a week, and 20% watch it for an hour or more every day. More recently, a study revealed that a sample of 12- to 15-year-olds watched music videos on an average of 4.3 days per week.

Content

■ A large proportion of teens consume music videos via MTV. Of the networks, MTV had the highest percentage of alcohol representation and also the highest percentage of videos that portrayed smoking behaviors (25.7%). Of these videos, rap music videos showed a higher content of alcohol or tobacco use than did other types of videos.

References

https://www.wondershare.com/download-streaming-media/teens-vs-adults-listen-music.html http://www.theguardian.com/business/2009/jul/13/teenage-media-habits-morgan-stanley http://pediatrics.aappublications.org/content/124/5/1488