A recent survey carried out by MRC Data has shown that Gen Z (the newest generation, generally born between 1997 and 2012) are buying more vinyl records than the millennial generation.
4,041 people took part in the survey, all aged 13 and over. It was carried out over two weeks last month. The survey highlighted some interesting findings, with 15% of Gen Z respondents saying they purchased vinyl within the last 12 months, compared with 11% millennials.
Perhaps one of the most significant insights came in the form of video games influencing music purchasing decisions. 28% of Gen Z interactors said they discover new music through video games, whilst 51% use social media platforms to keep them abreast of the latest releases. Tik Tok leads the way in the social platform battle for music discovery with a whopping 49% of the share.
There has always been a strong link between musicians and game-makers with soundtrack production and this is widely believed to be responsible for these survey results. DJ’s such as Solomun and The Blessed Madonna appearing on the GTA (Grand Theft Auto) series of games and Marshmello live streaming a concert on Fortnite.
Check out the full results of the survey HERE.