A new survey by The Department of Commerce’s National Telecommunications and Information Administration shows that 30%of U.S. consumers do not access the internet. When participants were asked why they have no internet connection at home, 16.7% responded “don’t need/not interested” while 38.9% answered “too expensive.”
So what does this mean for the music industry? Perhaps we shouldn’t abandon the physical format so quickly since 30% of potential customers do not have access to iTunes or Amazon. The article stresses the idea of making the product available wherever the consumer spends their time. So this could mean pushing to get a CD into Wal-Mart’s limited music section or maybe even seeing if Dollar General or similar stores will start selling CDs. Maybe we’ll start seeing portable music pop-up stores across from arena size concerts or at the state fair.
One thing that this survey didn’t address is smartphones. Are the people who don’t need or can’t afford an Internet connection in their homes using their mobile phones to access the Internet and download music? If that’s the case, then apps for bands become more important than ever as a way to reach potential fans and consumers.