Entertainment Media Research weren't the only people publishing results of a survey of digital music listeners yesterday (see yesterday's post). On a slightly smaller scale, The Hype Machine — an aggregator of music blogs that many consider a prime indicator of "buzz" in new music — produced their figures for how their users like to discover music.
I took part in this survey a few weeks ago. I can't remember exactly how the question was phrased or whether the options were expressed as in this chart — I thought there were more of them, and neither radio or TV are mentioned here. But I do remember that I ticked all of the options that were available.
Judging from the Hype Machine chart (reproduced here), most people ticked several options. Which is obvious when you think about it. Only the most avid fans actually spend time setting out to discover new music. The rest of the music listening world is going about their lives, trying to keep themselves amused with some music on in the background, or just killing time on the web, when they happen to come across something that takes their fancy and is worth exploring more. That could come about from talking to friends, reading a magazine or a blog, or just walking the street. Anyone would be daft to rule out any of these sources as paths to discovery.