Study says Instagram users more likely to spend money on music and live events
For the first time since its groundbreaking launch last year, Instagram Music has collaborated with Nielsen to fund a study pertaining to the habits and lifestyles of US music fans on Instagram. The Nielsen Instagram Music Study worked with a pool of over 3,000 Instagram account holders to find out just how much the social media platform contributes to the modern-day music space, and how Instagram users have helped accelerate the careers of today’s most treasured artists.
Nielsen found that Instagram users are 42% more likely to spend money on music, with a total spend per year that is twice as much as those who do not use the photo-sharing app. This includes streaming, where Instagram users are twice as likely to pay for services including YouTube, Pandora, Spotify and Apple Music. Further, users listen to music about 30% more more on a weekly basis compared to others. When they do listen to music, chances are generous that they are listening to either pop, rap/hip-hop, or R&B.
Most notably, Instagram music enthusiasts are more likely to attend live music events, particularly those that feature a live DJ. During said events, fans are also more prone to using their smartphones to make purchases in real time, visiting an artist’s website, or even calling their friends.