18-24 year-old driving vinyl sales resurgence – report

The research (taken from nationally representative online survey of 2030 consumers) reports that in the last month 5% of respondents had bought music in vinyl format with sales of new and vintage vinyl biggest amongst 18-24 year olds with 14% having bought vinyl in the last month compared to 9% of 25-34 year olds and 5% of 35-44 year olds, going against the typical view of younger consumers growing up as largely digital consumers of music.

In qualitative answers respondents referred to the ‘raw sound’, artwork, collectability, tactility that vinyl offered and described it as ‘more akin to an actual instrument’ in reference to mixing.

Of the sample, those preferring to shop in independent record stores accounted for 85% of record buyers and almost a third of wider respondents from the overall sample (32%) said indie stores were their preferences – with 47% of that made up of 18-24 year-olds of whom 10% visit on a monthly basis, and 78% spending up to £15 per visit.

Around a quarter of respondents treasured their vinyl as art pieces and not audio – with 27% saying they don’t play the records they own and buy CD versions for audio with respondents saying: “It allows me to display the cover in my frame and leave the CD in the rack to play,” and “You can own what is essentially a piece of art in a size where artwork can be appreciated (unlike most CD covers).”

The research also pointed out that Britain’s independent record store numbers have declined from around 2,200 in the 1980s to just under 300 today. 

Maurice Fyles, research director at ICM Research said: “Our research shows that independent record stores are driving and fulfilling a growing demand for music on vinyl – from new Limited Editions to second-hand collectibles.

“With the closure of many branches of HMV some might expect that demand for music shops and physical formats are declining – our research rejects this. Rather, when there is so much music available to buy or download online, people’s needs from the high street record store have changed. Independent record stores offer a diverse, interesting and rare range of music – and that seems to be the key to their continued survival. It’s a real sign that our high street is evolving to changing consumer needs, and that other local independent retailers can take encouragement from this story.”

Source: Music Week