Digital Music News: The is a breakdown of the different types of music listeners according to Ovum Research.
…most consumers don’t care if Spotify has tens millions of songs, according to the latest research. And they aren’t fanatics trying to discover new music or research obscure bands. Instead, the real money may be in “lean-back listening,” a less interested group that research groups Mahindra Comviva and Ovum Research say is sorely underserved and oftentimes ignored. ”The problem for the music industry is to ensure its services and features appeal to the lean-back listener, an easy-to-eat rather than all-you-can-eat approach. Lean-backs are looking for help to discover their musical taste, and are big listeners of hit radio stations, looking to have digital music recommended, curated, themed and packaged for them.”
“Lean-backs do not want to work to set up their basic music session but do want compelling and easy to access choices.”
Essentially what I’ve been saying in my earlier posts. Not only do these listeners need to be marketed to, they need a simpler experience. Story goes on to note that it’s why “Pandora has been crushing the competition” and Beats Music is looking good. And why terrestrial radio was a champion for so long.