Music sounds a profitable note as a leisure hobby - Brief Article - Statistical Data Included

Discount Store News, Feb 21, 2000 by Carolyn Setlow

Recent consumer trends bode well for the future growth in the music business according to recent research conducted by Roper Starch Worldwide. Throughout the 1990s, American adults have seen a marked decline in the number of hours they can devote to leisure activities (35.3 leisure hours per week in the late 1990s vs. 38.2 in 1993).

As multitasking becomes a growing necessity in our time-starved society, music, which is an activity that can be done in conjunction with others, will likely grow as a "leisure" activity. Currently, listening to music ranks fourth among America's leisure activities at 39%--ahead of or equal to such activities as reading newspapers (39%), talking on the phone or reading (both 28%) and spending time either with friends or alone (both 24%).

More than a third of the country (37%) is very interested in music, with another 40% saying they are moderately interested. Of that 37%, those who represent an exceptional opportunity for marketers of music include 18-to-29 year olds (82% are very interested in music), college grads (84%), singles under age 45 (84%) and Influentials (84%). More than half of 18- to 29-year-olds (52%) and half of Influentials (50%) consider music a hobby.

When it comes to music preferences, Americans love their rock-and-roll. Almost half (49%) name rock as a type of music they prefer. In that group, almost a third (30%) listen to soft rock; 29% like classic rock; 12% choose alternative rock. In a close second behind rock, 42% choose country Almost a fourth (22%) opt for classical and opera. Not far behind are jazz (21%), rhythm and blues (20%) and gospel (20%). Seven other music categories were chosen by at least 10% of all adult Americans, proving that Americans' interest in music is not only strong, but extensive as well.

More than two-thirds of Americans (67%) own stereos. Almost five in 10 (47%) have a Walkman, and 43% own CD players. Most Americans (53%) choose CDs when listening to music. Cassette tapes are second (44%) and records a distant third (7%).

More than six in 10 Americans (62%) believe that recorded music is an "excellent" or "good" value, up six points from 1991. One in four adults watches music videos either "frequently" or "often" compared to only 13% in 1995.

Those least interested in music include seniors (28%), non-high school grads (30%) and Southerners (27%). Not surprisingly, the older the group, the less the interest, especially in the area of music videos. However, as I mentioned, interest in music videos is on the rise. As the MTV generation (13 to 17) ages, there is a good chance these teens will continue their viewing habits into adulthood, further swelling the ranks of music-video-watching adults.

Overall, these figures and favorable attitudes towards music bode well for future growth in the music business. Retailers should take notice of these trends when making marketing decisions, and position music as an all-encompassing life-enhancing product--something to do either alone, with friends, while working, playing, reading or just about any time.

One possible promotion might be a contest in which people complete the sentence, "I love to listen to music when I __________." Winners can receive free CDs of their choice and be featured in store advertising and marketing materials for the music department.

The range of music software and hardware that consumers desire, offer many opportunities for retailers to ring up some bottom-line "chimes" on the cash registers.