Report finds Twitter users more likely to buy music online

Posted Jun 24, 2009 by Brenton Currie
A new report from the NPD Group found that active users of Twitter are more likely to purchase online music than download it illegally.
Twitter update page
Twitter is a free social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.
Screenshot of Twitter homepage
The report found that 12 percent of those who have used Twitter in the past three months purchased downloadable music, whilst active Twitter users purchased 77 percent more digital music downloads than no-Twitter users.
“NPD’s latest music-acquisition study shows that there are segments of consumers who are more actively integrating Twitter as a key tool for communicating and networking,” said Russ Crupnick, entertainment industry analyst for NPD.
Twitter users are also more likely to be engaged in online music activities, with one-third listening to music on sites such as MySpace Music, 41 percent listening to online streaming radio and 39 percent watched music videos. The report labels MySpace Music and Pandora as being twice as likely to be used by Twitter users than by those who don't use the service.
“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.”
And according to NPD, consumer awareness of Twitter rose by almost 22 percent from last year, now reaching 52 percent of all those using the Internet in the US.