Summary of audience research

Hopefully my research should tell me about the people who I intend on aiming my CD at and tells me a bit about their habits and interests regarding the music industry. A questionnaire has enabled me to obtain quantitative data which is easily analysed, meaning I can find out a lot of information very quickly.
My questionnaires were randomly distributed and I have found that the majority of my questionnaire participants were between the ages of 21 and 30. This would mean that they are old enough to have a disposable income that could potentially be spent on music on a regular basis. It also suggests that my target market is probably going out to clubs to socialise, and so is probably very up to trend on the current chart music.
According to the results I have obtained, most people will download legally to listen to their music, however this question is flawed because people may feel that they have to give socially acceptable responses thus they are unlikely to say that they download illegally in case they get in trouble. Very few people listen to the music channels suggesting that they are more likely to watch the video else where for example on Youtube.com.
I have found that only a couple of people download at least one song everyday, and that people tend to download around a couple a week. This tells me that although people do put great importance and interest on keeping up to date on current music, that it isn’t a massive propriety for people. This tells me that people want a quick and simple way to get hold on their music, with minimal fuss and hassle. This response also tells me that my target market do have the income to fund a couple of songs each week (for those who pay for the songs.)
According to my results, dance has proven to be the most popular genre by an overwhelming majority, but it is possible that as this category is so broad that it may have covered a lot of subgenres and so this affects the validity of my results. On the other hand it does give me an indication that genres such as country and reggae aren’t popular with this particular audience and so I am better off choosing a genre that is more popular thus increasing the potential number of consumers.
The results also tell me that the audience feels no loyalty to any artist and so this means the market is pretty open and that the audience essentially decide who they want to listen to and are potentially easily influenced.
The majority of my audience have either an IPod or MP3 player, and that most people listen to it on a regular basis.(a couple of times a week) This indicates that I should ensure my album cover is suitable to be displayed on smaller screens as a thumbnail, and that potentially for those who have such technology, the video could be displayed on a smaller screen.
Most people buy singles as opposed to albums, which relates to the fact that they want to see a cover with a picture relating to that specific CD. They don’t want to see loads of CDs all with images of the artists on. They want something different but equally relevant.
40% of my participants never go into a record shop, this means that potentially it is the music itself that will drive them into buying the song, and so they are not as likely to be influenced by an album on the shelf that for example “catches their eye.