Fuji records attitudes with consumer study - survey of consumers buying audio tapes

Discount Store News, Sept 25, 1989

Fuji Records Attitudes With Consumer Study

ELMSFORD, N.Y. -- Contrary to general attitudes, most purchasers of blank audio tapes use the tapes to record music from the radio, rather than to copy their own and friends' records and CDs. That was one of the findings of a consumer attitude study conducted by Fuji's Magnetic Products Division.

Among the other findings: * Consumers aged 16 to 24 buy a proportionately larger number of audio cassettes than do other age groups; * Men buy about 17 percent more cassettes than do women, but the purchase frequency rate is the same among both; * High-quality (chrome high bias and metal) tapes are preferred by most consumers; * About half buy three or more cassettes at a time.

The study, conducted by telephone of 600 people over the age of 16 in households with a cassette recorder, also revealed that younger consumers are even more quality conscious than are older consumers. Two-thirds of those aged 16 to 24 said that they prefer metal or high bias cassettes, vs. about 61 percent of the total population.

The most popular outlet for cassettes was discount stores. Nearly half of those asked mentioned discount stores as outlets of choice, vs. 21 percent who preferred record stores, 13 percent favoring department stores and 8 percent mentioning electronics specialty stores. However, younger consumers were more likely than older ones to buy tapes at record stores.

Younger consumers were much more likely than older shoppers to find multiple uses for tapes, and were more likely to avail themselves of each option. For instance, 55 percent of those in the 16 to 24 age group said that they tape off the radio; 54 percent taped from other cassettes; 41 percent taped from records; and 16 percent taped from CDs. The general population figures were 4 percent to 17 percent lower in each category, with only 37 percent of the general population making tape-to-tape recordings.

About 57 percent of U.S. households contain at least one cassette recorder, and the average male user buys 10.1 cassettes per year (vs. 8.7 per female user). The 90-minute length is a clear favorite (64 percent of users), and heavy users favored the format even more (74 percent). One-hour length cassettes accounted for 32 percent of the general population, but only 22 percent of heavy users (defined as those who purchase 15 or more tapes per year). "Other" lengths (presumably mainly 100 minute "CD" tapes) were favored by 4 percent of both samples.

"The survey statistically revealed a market segment that has largely been ignored--16-to 24-year-olds," said director of marketing, Magnetic Products Division Brad Friedrich. "[It] shows that this market is a powerful and significant target audience in the blank audio cassette industry."