International consumer measurement firm The Nielsen Company applied its data wizardry to dance music in a demographic study of EDM’s online fanbase, placing a mirror in front of the ever-growing community.
Tatiana Simonian, vice president of branded music entertainment at Nielsen, led a segment at EDMBiz in Las Vegas June 17-19 focused on the role data plays in selecting and maximizing return on strategic partnerships in the space, during which she shared a few very interesting highlights from the study.
According to the results, the most common electronic music fan, by far, is a white, 18-to-24-year-old male with “some college” education whose household earns roughly between $25,000 and $50,000 annually (exact numbers are available in the infographic below). This won’t surprise anyone who’s been to a dance music festival recently. While most age brackets are more or less evenly matched between genders, the only two age brackets in which female fans outnumber men are the extremities 6-11 and 50-plus.
Beside the outright percentage, the graphic offers an index that adds perspective by measuring the concentration of each quality within electronic music as compared to the US as a whole. For example: 16 percent of fans surveyed are in elementary or junior high school (“grammar school or less”). However, the index of 206 means that EDM comprises 206 percent of the proportion of similarly aged students as the country itself, suggesting that it’s particularly popular among this demographic compared with answers for which the index is roughly 100 or equal. This also means that electronic music appeals to twice as many top-income households (earning more than $150,000 annually) as exist proportionately in the nation as a whole.
In the ethnicity department**, while 63 percent of fans sampled were white, the index value of 84 shows that this isn’t above what is expected–in fact, EDM does a comparatively poor job of reaching whites according to this report. By contrast, the indexes of US racial minorities ranging from 110 to 224 suggest that dance music is more effective in this respect, perhaps reflecting the movement’s origins in Chicago and Detroit as a predominantly African American- and Latino-driven subculture.
Mmmm… statistics. Inspect the Fan Profile Report in question below (click to enlarge).
*Index = % applicable EDM fans / % applicable in US x 100
**Hispanic is asked as a separate question (ethnicity) which is why the sum is 129%