music buying trends among hispanics
ariana hernandez-reguant
From the Recording Industry Association of America:
In 1999, the RIAA built a program of both qualitative and quantitative
research into the Latin market. In this September survey of Hispanic
consumers of music, the RIAA creates a benchmark of demographic data and
purchasing behavior.
As the Latin music market has continued to expand, the need for knowledge
about Hispanic consumers of music -- the core group contributing to the
exploding popularity of this genre has also grown. The RIAA undertook this
study to better understand which Hispanics are buying music, what and
where they're purchasing, what influences their purchases and the
importance of music in their lives.
"We conducted this study because our Latin labels wanted a meticulous
profile of Hispanic consumers of music -- the core group contributing to
the exploding popularity of this genre," said Hilary Rosen. "The study
delivered empirical evidence that young Hispanics have a voracious
appetite for a variety of genres. This, coupled with the fact that
Hispanics will be the largest U.S. minority in five years -- with more
than 16 million under age 24 -- presents labels and retailers with an
incredible opportunity for continued growth."
The key findings of the study reveal a healthy marketplace with large
blocks of both older and younger consumers reporting a high degree of
purchasing, involvement and satisfaction with music. Not surprisingly,
Hispanic consumers are also purchasers of English language music and this
is particularly true of younger consumers. Paralleling the general music
market, approximately one third of Hispanic customers are responsible for
two-thirds of music purchases by Hispanics.
Profile of the Prolific Purchaser
As part of the survey analysis, the RIAA broke out six consumer segments
or clusters based on purchasing behavior. Below are profiles of the two
groups to emerge as the heaviest music purchasers, accounting for 27% of
the sample, and 68% of music sales.
"Young Hipsters"
Heaviest segment of music purchasers
Between 14 and 29 years old, with nearly 80% under age 24
Mean average of CD purchases per year is 43, with 46% purchasing more than
50 CDs per year
Favorite genre is Latin (specifically Pop in Spanish and Tropical),
Rap/Hip-hop and Pop tie for second choice with R&B coming in third
Big CD collections (some cassettes), averaging 164
Interest in music is very high, especially new music such as Rap/Hip-hop
Buy more music than 5 years ago, reflecting an attitude that music is
better now, and newer artists are more appealing
60% male vs. female
53% are living with their parents, 42% speak Spanish at home all the time
Ethnic background is predominantly Mexican and Caribbean (Puerto Rican,
Cuban, Dominican descent )
"Still Grooving"
Second heaviest segment of music purchasers
Between 30 and 54 years old
Mean average of CD purchases per year is 39, with 34% purchasing more than
50 CDs per year
Favorite genre is Latin (specifically Ballads and Tropical), Dance is
second choice followed by Classic Rock Biggest CD/cassette collections
(even mix of formats) averaging 189
Biggest CD/cassette collections (equal mix in formats) averaging 189
Buy more music than five years ago, and spend the most time listening to
music
63% between 30 and 39 and married with kids
53% female vs. males
60% speak Spanish at home all of the time
Ethnic background is predominantly Mexican and Caribbean (Puerto Rican,
Cuban, Dominican descent)
Hispanics Are Enthusiastic Music Consumers
Music listening is extremely or very important to half of Hispanic
consumers. Another 41% consider music listening fairly important, with
only 9% reporting music to be not very or not at all important to them.
Outlets Vary Somewhat by Market
While the outlets where Hispanic consumers purchase music vary somewhat by
region and are spread over many types, a higher percentage of Hispanic
customers (24%) buy all or most of their music at independent stores ("mom
and pop" shops) than compared to the general market. Independent stores
are most favored in the New York area. The second most popular outlets are
mall stores (19%) favored by Hispanics in the Miami area followed by music
clubs (tape and record clubs). Also of note, a significant number (6%) of
purchases by Hispanic consumers are made at flea markets, nightclubs
and/or concerts. The RIAA assumes this pattern reflects the better
availability of Spanish language product at independent stores and
off-site venues such as clubs or flea markets.
Radio Most Influential
Hispanic consumers report that radio stations (67%) most influence their
music listening habits. Their genre of choice, not surprisingly, is
Spanish music (63%) followed by Easy Listening (20%) and Rap/Hip-hop
(13%). Among Hispanics, the most popular sub-genres of Latin music (as
defined by respondents), are Spanish language (44%), Mexican (24%) and
Merengue and Salsa tie for third (8%).
Survey Methodology
More than 900 telephone interviews among Hispanics aged 14-54 years old
were conducted in New York City, Los Angeles, Miami, Houston, Chicago, San
Francisco and Phoenix in September 1999 by The Market Segment Group. The
ethnic composition of the study closely reflected the ethnic composition
of the United States' Hispanic population. The interview was conducted in
the respondent's language of preference (Spanish or English). In order to
participate, the respondents were screened to be of Hispanic origin or
descent and to be a music purchaser within the past year.
Edward-Yemíl Rosario
and I would love to see how they framed their questions. This is extremely
important in the psychology of survey taking.
Finally, who's backing the study? I mean, who's REALLY funding this study?
I would contest the notion of radio being the largest buying influence,
especially in the big markets: LA, Chicago, and NYC where there are vibrant,
thriving club scenes. I wish I had a nicvkel for everytime I've seen people get
into music genre's just off shit they heard in a club mix.
Edward-Yemíl Rosario (Eddie)
workingfamiliesparty.org
acron.org
<Regularly scheduled sig. file temporarily interrupted>
GO METS!!!
GO BOMBERS!!!
"My father's obsession with New York baseball teams is proof
positive of the existence of demon possession."
- Ian
Billwolfer
>and
>Merengue and Salsa tie for third (8%).
ouch! I KNEW this was a small market, but MAN... 8%???? la lucha...
malanga
"ariana hernandez-reguant" <aher...@midway.uchicago.edu> wrote in message
news:EN4G5.219$x3.4236@uchinews...
>
>In order to
> participate, the respondents were screened to be of Hispanic origin or
> descent and to be a music purchaser within the past year.
>
Screened?... hmmm.... let's see... oh... I get it...they did asked folks at
the checkout line to say ""Erre con erre, cigarrrro"" .
kaysee
to encompass all of the musical styles. I doubt they meant "music from Spain" . . .
.
kaysee
Billwolfer wrote in message <20001014192131...@ng-cm1.aol.com>...
>Ariana quoted the RIAA as saying:
>
>>and
>>Merengue and Salsa tie for third (8%).
>