For Those About to Rock: a New Understanding of Adolescent Music Consumption

Peter Nuttall, University of the West of England, Bristol, UK
The UK record industry are aware of what music consumers purchase, the way in which consumers purchase (online, music stores) and artist popularity but this does not facilitate an understanding of how or why music is consumed and what insights this might generate for future demand. This paper contributes by using qualitative research to better understand music use and consumption. The findings suggest that adolescents use music to express their identity but the extent of this expression and the consumption of music appears to vary depending on the family type in which the adolescent has been raised (intact, blended and single parent families). The teenage music consumer profiles of ‘Experiential’, ‘Chameleon’ and ‘Defender’ are posited and discussed. Implications for consumer behaviour, segmentation and marketers are explored.
[ to cite ]:
Peter Nuttall (2008) ,"For Those About to Rock: a New Understanding of Adolescent Music Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 401-408.