Music on the Web - Online Music Consumer Survey compiled by Music Marketing Network

American Demographics, May, 1997 by Matthew Klein

The Internet's store of arcane information makes it the favorite medium for people interested in the non-mainstream, from alien abduction theories to photographs of the kakapo, a near-extinct flightless nocturnal parrot. This encyclopedic, if somewhat quirky, warehouse also appeals to music lovers. When asked the three most important attributes of online music sites, 37 percent of America Online users cite rare tracks, according to the Music Marketing Network of Red Bank, New Jersey. The only characteristic considered more important is the ability to download music, at 42 percent.

The musical tastes of these cybernauts reflects the fact they are group best able to afford tickets to the Net--middle-aged whites. Eighty-five percent of respondents to the Online Music Consumer Survey are white, compared with 73 percent of the total population that is non-Hispanic white. Three percent are black, and 2 percent are Hispanic. These groups represent 12 percent (non-Hispanic black) and 11 percent of the U.S. population, respectively. And 55 percent of those who answered the survey are aged 30 to 49, compared with 31 percent of the total population.

When asked their favorite type of music, survey respondents name the pop, rock, and country genres you would expect to be popular with middle-aged whites. Alternative music is a close fourth, while metal music, and more ethnic musical forms, fall far behind the top-four for favorite type of music.

Although 36 percent of online music fans want announcements on new releases, the first time they hear about the latest John Tesh song, it probably won't be at www.tesh.com. Only about 12 percent of respondents find out about new music on the Internet, making it less important than late-night TV and print ads. The main source, cited by 85 percent, is that most democratic of institutions: radio.

For more information, contact the Music Marketing Network at (908) 219-9327.