Hear, Hear: Why Teens Buy Tunes

Selling to Kids, Sept 29, 1999

Radio's the biggest influencer of the music teens buy, according to an August study of 500 to 600 teens. It's the greatest influencer for males, and just below the greatest for females. Videos influence more females than males, probably because they watch more of them (5.5 hours versus 4.4 hours weekly).

Rank                                          Total   Female Male
1.  You heard it on the radio                 74%     77%    72%
2.  You've been a fan of this
    artist (group) for a while                74%     78%    71%
3.  The video was good                        54%     61%    47%
4.  A friend recommended it                   49%     44%    54%
5.  It's a new and different sound            48%     49%    47%
6.  It was on display in a record store       32%     28%    36%
7.  You listened to it at a record store      30%     27%    32%
8.  A reviewer said it was good               24%     20%    28%
9.  You got a sample CD or tape and liked it  22%     22%    23%
10. You saw the group in concert or at a club 18%     16%    21%
11. It was featured in a record buying club   9%      11%    7%
12. It was featured on the Internet           8%      7%     10%