According to a new survey from The Media Audit, Top 40/Rhythmic listeners are the biggest consumers of CDs and digital music downloads among the top-20 highest reaching radio formats. In addition, over 40% of the format’s weekly listeners frequently purchase CDs or download digital music, compared to nearly 28% of all U.S. consumers. (Frequent purchasers are defined as having purchased CDs or downloaded digital music within the past four weeks.)
Further, the study of over 41 million consumers in 82 Media Audit markets revealed that Mainstream Top 40 ranked second, with 42% of the format’s weekly listeners who frequently purchase CDs or download digital music, followed by listeners of Urban (39%), Hot AC (38%) and Rock (36%). Demographically, 49% are female and 51% are male; 46.6% are aged 25-44; and 67% are 18-44.
Frequent purchasers of CDs and downloaded music are 15% more likely to have a college degree and earn an average of nearly $77,000 in household income, compared to the general population, where the average household income is about $65,000.