Early stages of adoption of a new technology are often driven by young males, something that has been true of streaming audio, according to Mark Mulligan, former vp and research director at Jupiter/Forrester Research and now independent advisor to the music industry. Mulligan recently posted an analysis of streaming audio listening based on data from EMI’s Global Consumer Insight data, an 850,000 interview dataset.
54% of streaming music users are male and 46% are female globally, with more users in Norway, Spain, Sweden and France than anywhere else. On average, 32% of the population streams music, which is exactly the penetration of usage in the US. While streaming music reaches close to 50% of 16 to 24 year olds, it also reaches 33% of 35 to 54 year olds and 23% of 55 to 64 year olds.
Mulligan created a nifty infographic that provides an overview of his analysis: