One in four people in the 18-24 demographic said they had purchased a vinyl record in the last year, with a good number of those indicating they purchase a new vinyl each month. 83% of the age group has purchased some sort of physical media in the past year (DVDs, books, CDs, records), which is much higher than the 76% average across all age groups”.
It seems the shift has gone from the middle-aged to the younger listeners: those who grew up around their parents’ vinyl collection are carrying on that trait and spending their cash on records. Whilst there is no real age and profile of what a ‘superfan’ constitute, some worrying research shows that nearly half of all vinyl purchases are not being listened to:
“…But new research suggests that while more people, notably young people, are buying into vinyl, a lot of them aren’t actually playing the records.
An ICM poll, shared with the BBC, says 48% of people who bought vinyl last month have yet to play the record. Some 7% of those surveyed said they didn’t even own a turntable, while a further 41% said they have one but don’t use it. We humbly suggest people could rectify this situation with one of our recommended turntables”.
It is concerning so many people have vinyl as a piece of art or never actually putting it onto a turntable – does it matter what we do with a record and how we see fit to display it?! Maybe we should recommend turntables as heavily as vinyl. Does that mounting expense put people off buying an L.P. in the first place? Are the younger generation more concerned with nostalgia, a lost beauty and physicality – the middle-aged and older buyer continuing as they did as children and unwilling to bend to the digital dominance?! Those loyal and much-reliable fans are pushing up vinyl figures but it would be good to see more money provided to the industry so we can keep record stores alive and expanding. The perfect experience would be to see a singular space for everything vinyl – records ordered according to gene and hardware (headphones and turntables) in another section; have singles and rare memorability in another part. Having a nice and clean décor would attract in those younger listeners but, rather than them walking away with vinyl as a fashion piece – they would learn about all the components and have someone, you’d hope, in the store who could talk about the tech and turntables. I guess, regardless of what people are buying records for; the fact they are popular and still resonating is the main thing!