Connecting what we listen to with how we act or what we buy has always been somewhat hit or miss. It’s almost like equating how someone dresses when they go out to a club or concert with what they wear to work. Sometimes it matches but most of the time it doesn’t. That being said, there’s now a huge pool of real data to pull from that can tell us so much about ourselves, and what we may see can be a surprise. That’s the case with the latest 2021 US Music 360 Report from MRC Data that analyzes, among other things, the spending habits of music fans based on their listening habits.
Here’s some of what the researchers discovered:
- EDM fans are twice as likely to have purchased bourbon in the past 3 months than the average listener (15% vs. 7%).
- 80% of Bollywood music fans claim to have made a luxury purchase in the past 3 months.
- Broadway fans (58%) are most likely to have used an e-commerce/online shopping platform in the past 3 months.
- Children’s music fans are the most likely to have purchased fashion/ clothing (74%) and cosmetics (50%) in the past 3 months.
- 1 in 3 Holiday music fans plan to book an airline ticket in the next 3 months. 29% are also likely to book a vacation rental.
- 2 in 3 Rock fans have purchased a nonalcoholic beverage in the past 3 months.
It just goes to show that sometimes assumptions are nothing more than guesses. For instance, most would probably have expected EDM fans to purchase more nonalcoholic beverages than rock fans, and rock fans to purchase more bourbon than EDM fans, rather than the other way around.
Platforms are now very savvy about the data built around your spending habits. YouTube provides adverts from sponsors based on the purchases made by a type of viewer, and Amazon is the king of data when it comes to your spending, constantly showing you items that might get you to spend a few more bucks.
The big takeaway from the MRC report is to not judge a fan by the music he or she listens to. You really don’t know much about them unless you have the data.