Nielsen has just completed a study analyzing the habits and lifestyles of U.S. music listeners on Instagram, and the results show that if you want want to reach music lovers, that’s one of the best platforms to use for promotion.
What was determined? First of all, Instagram users are huge music fans, and show it with their wallets. They spend 42% more money on music and listen 30% more than the general population. In fact, the typical Instagram user spends a surprising $269 per year on music.
What do they listen to? 41% listen to pop/Top 40, 39% to rap and hip-hop, 33% to R&B, 30% to rock, 23% to country, and 13% to EDM.
When it comes to music consumption, a whopping 90% of Instagram users stream music, and they’re more than twice as likely to pay for it too. And where do they get it from? 49% get it from YouTube, 44% from Pandora (a surprise), and only 29% from Spotify. They are also 3 times more likely to use Soundcloud or Apple Music.
Instagram users are also frequent live events like concerts and clubs, and are especially drawn to a club with a DJ. What’s more, during live music event, Instagram is the #1 platform and is used 83% more for sharing with concertgoers, artists and fans than any other platforms. They’re also more likely to use smartphones for activities than the general population. This includes purchasing music that they hear at a concert, visiting a performer’s website or social presence, calling friends to let them hear the concert, or sharing videos of the event.
For sure, Instagram shouldn’t be the only social platform in your promotional arsenal, and you certainly can’t ignore the others even if most of your fans live here. That said, the study shows is that the platform can be very important for reaching either your current fans, or potential ones.