While country music was the big market share gainer last year at 4%, the popular music genre eeked out just a 1% increase in popularity, taking a back seat to rock ‘n’ roll, which continues to be America’s favorite sound, according to the 1993 consumer profile released today by the Recording Industry Assn. Of America.Rock held its place with 32.6% of the purchases, while country fans scored 17 .5 % of the market share. Pop and urban contemporary earned 11.7% and 9.9% respectively, yet devotees of rap, classical and jazz declined. Baby boomers, the 35-year-old and up demographic, increased their presence at the cash registers, continuing the trend from ’92. The over-35 set grew 4.1% in sales tallies, yet purchases by the 15-34-year-old demographic declined for the sixth consecutive year. Although the 15-19-year-old demographic logs the largest percentage of purchasers at 16%, its number declined from 17.9% in 1992. Consumers in the 20- 24 age range registered 15.1% of the sales, down from 16.2%, while 25-29 -year-olds represented 13.6%, down from 14.3%. Southerners once again led the charge in musical purchases, accounting for 32 .8% of sales, followed by Midwesterners at 24%. The annual research project is compiled from a monthly national telephone survey by Chilton Research Services under the direction of the RIAA’s Market Committee. Each month, 1,250 households are screened to determine the incidence of past month purchases of pre-recorded music. Approximately 225 music buyers identified during the screening are then interviewed in detail about their purchases. The reliability of the data reported is plus/minus 3.6%, with a claimed confidence level of 95%.
- Triptyk Studios, New York, New York
- Petrol Advertising, Burbank, California
- Bridgewater Associates, Westport, Connecticut
- Company Confidential, Aspen, Colorado
- Save the Children, Fairfield, Connecticut