Down with the kids? Apple Music is more popular with older people


Apple Music is awesome -- but can it replace the iTunes Store?
Shock horror! Kids don't like paying for things.
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Older people are more likely to subscribe to Apple Music than their younger counterparts, claims a new survey by Jackdaw Research.

According to Jackdaw’s findings, 62 percent of survey respondents under the age of 35 have already canceled Apple’s streaming music service. However, an impressive 67 percent of respondents aged 35 and up have transitioned to paying subscribers after the three-month trial period.

It should be noted that Jackdaw’s pool of respondents is quite small. Since the total number of people surveyed was under 1,000, the firm notes that “the overall findings should not be viewed as being 100% representative of real-world patterns.”

If the results do scale, however, it’s interesting because of what it suggests about the early paying adopters for Apple Music — who aren’t necessarily the youngsters that have traditionally been Apple’s early adopters.

Personally, it makes perfect sense. Apple Music comes pre-installed on devices, which makes it more accessible. It’s also more likely that older customers who are new to streaming have yet to get tied into a service (such as Spotify) they already like; have more disposable income; and are less tolerant of the ads that come with other free services.

I don’t have any data to support this, but I’d be surprised if older customers didn’t prove a more consistent audience than younger ones. While younger customers are more likely to jump from trend to trend — which is exactly what we see with “flavor of the month” social networks — older customers have more stickability. In other words, this is far from a bad base for Apple to work from.

Even if it does make it awfully tempting to title stories like this “Get off iLawn” or similar.

You can read Jackdaw’s complete study here.

Via: Quartz


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