Published Jun 24, 2009A press release was recently circulated by the NPD Group stating that, according to the market research company's consumer tracking, 33 percent of Twitter users bought a CD in the previous three months and 34 percent claimed to have purchased a digital download in that period. The numbers for overall web users? Only, 23 percent and 16 percent, respectively. People who also use Twitter purchased 77 percent more digital downloads, on average, than non-Twitterers.
On top of this, the study found those who Twitter are much more likely to listen to online radio or watch music videos online, and they are twice as likely to visit MySpace Music or Pandora than the average web user.
Sounds like they're on to something here, right? Well, Billboard are saying this report "highlights the need for logic in online discussions," pointing out that people shouldn't read into this study that Twitter has a causal effect on music purchases; rather, people who use Twitter are more internet-savvy and more likely to buy music online than the average web user. Twitter may or may not be helping the music industry, the article goes on to say. We're not sure just yet, but the study does not tell us one way or another.
Simple cause/effect conundrums aside, however, it is apparent that Tweeting is a way to quickly, cheaply and easily spread the word about new tunes. How much that actually translates in cold, hard cash for bands and labels seems hard to gauge, though.