More Teens Listen to Music Through YouTube Than Any Other Source...and Why Your Green Industry Business Should Care [DATA]
Okay, I’ll admit it: I occasionally like to step back in time and celebrate the music of my youth by watching 80’s videos like this on YouTube. I would have been a rockstar if my mom would have only let me get that electric guitar from the SEARS catalog. But, alas, I’m running a marketing agency instead.
Come to find out, I’m not the only one using YouTube to get my music fix.
According to Nielsen’s “Music 360” report released this week, more teens in the United States listen to music through YouTube than through any other source (64% to be exact). The “other” would include traditional sources like radio, cassette tape and cd as well as digital sources such as iTunes, Spotify and Pandora.
Here’s the breakdown from Nielsen’s report:
- 64% of teens listen to music through YouTube
- 56% of teens listen to music on the radio
- 53% of teens listen to music through iTunes
- 50% of teens listen to music on CD
So, what’s the big deal?
Whether we’re talking about music, television, literature or buying a three gallon shrub rose, our consumption habits are changing.
Consumers are more savvy. Our expectations have changed. We know what we want and we want it right now! And we certainly don’t want to be interrupted by an advertisement for some crappy product.
As marketers we must understand this shift and what it means to our businesses. (And, YES, you are a marketer!)
Consumers are tuning out traditional outbound marketing tactics like radio and television advertising, print advertising and cold calling. Just look at this new data from Nielsen: More teens in this country listen to music via YouTube than the radio!
The Federal Trade Commission reports its Do Not Call registry has more than 200 million phone numbers. That’s ⅔ of our country’s population! More and more consumers are ditching their cable for Internet streaming services like Roku and using services like Hulu and Netflix to get their entertainment fix. Consumers get their magazines and newspapers delivered to them via Kindle and iPad.
These teenagers who are adopting these digital technologies are going to be your customers.
Your business won’t reach them if you are relying on traditional outbound marketing methods. They won’t tolerate interruption. They’ll close you out.
The answer to this shift in consumer habits is “inbound” marketing which places an emphasis on earning the attention of consumers and making your company more easily found online by producing content that consumers actually value.
This means putting your business in a position for consumers to find you when they need you.
image source: manuel | MC
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