A new study by NPD Group has found that active Twitter users purchase 77 percent more digital music on average than non-users. Plus, 12 percent of respondents who have bought music in the last three months also report having used Twitter, compared to 8 percent of overall Internet users. “Based on their music-purchasing history, active Twitter users are simply worth more to record labels and music retailers than those who are not using Twitter,” says NPD entertainment analyst Russ Crupnick.
A third of Twitter users have purchased a CD in the last three months, and 34 percent report buying digital music, versus 23 percent and 16 percent for overall Internet users, respectively. Another 41 percent of Twitter users listen to web radio, 39 percent watch music videos online, and one-third report listening to music on a social networking site. In general, the group is twice as likely as average Internet users to visit MySpace Music and Pandora.
“Twitter has the potential to help foster the discovery of new music, and improve targeted marketing of music to groups of highly-involved and technologically savvy consumers, but it has to be done right,” Crupnick said. “There must be a careful balance struck between entertainment and direct conversation on one hand, and marketing on the other. Used properly Twitter has the power to entertain — and to motivate music fans to purchase more new albums, downloads, merchandise, and concert tickets.”
Twitter is just the latest online tool to benefit artists. From digital distribution to marketing and promotion, technological innovation paired with the unparalleled connectivity of the Internet can help an artist increase his fan base, develop street teams, distribute music, improve ticket sales, and more.
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that I’ve really liked reading your blog posts. Anyway
I’ll be subscribing to your feed and I hope you post again soon!
June 23rd, 2009 at 7:39 pm