Older people are more likely to pay for Apple Music

“So far, older listeners are the most likely to stick with Apple Music, according to new research by consumer technology research firm Jackdaw Research. The firm surveyed 500 iPhone users about their listening habits through a service called MicroHero,” Ashley Rodriguez reports for Quartz. “Among Apple Music users under the age of 35, 62% of those asked about the status of their subscriptions said they had already cancelled. Meanwhile, 67% of respondents ages 35 and up said they are now paying subscriber”

“Young people, on the other hand, gravitate more toward ‘free,’ ad-supported services like YouTube and Spotify,” Rodriguez reports. “More than 70% of Spotify listeners are under the age of 35, research firm eMarketer reported in May. The majority of active users, 55 million, stream music on the ad-supported tier that doesn’t cost any money… ‘Younger people are more highly tolerant of ads,’ said Dawson. ‘They’re also more tolerant about having to hunt for things.'”

Read more in the full article here.

MacDailyNews Take: In other words, things that cost money skew towards those with disposable income. Stunning.

The record labels should smarten up and demand fair payment for supplying content to services that offer free tiers which will kill those tiers with great immediacy. — MacDailyNews Take, October 8, 2015

Why Apple wants to kill free music – October 8, 2015
Jimmy Iovine: Apple Music ‘going really well,’ no ad-suported free tier ‘shell game’ – October 8, 2015


  1. Which more to do with the fact that generally older people have more money.

    But I already have enough subscriptions. Unless TV is added I have no reason to subscribe.

    1. I don’t either. I decided to go with Tidal HiFi for sound quality and integration with other software (I seldom use iTunes anymore). It is really great for classical and jazz.

  2. (I am 42.) I cancelled my subscription way before the free three month trial ends. Interestingly I have just turned it on again, as my love of music is as big as ever.

    I can’t wait to hear all the songs and albums I haven’t heard yet.

    1. still on – and love it! hearing all sorts of new and old school stuff just because I can… have never been into FREE REPEATS THAT PANDORA OFFERED. Beat 1 is pretty darn cool also! if you haven’t then give it a try!

  3. Before, I was kind a “own” rather than “rent” kind of guy. But after getting Apple Music I discovered all the music I could never make a case about buying to try out. Now everything at everything is at the tip of my fingers, the whole music collection of the world. Very impressive when someone in your car or home says do you have……..you just say, of course, and it starts to play.

  4. RECENT experience. Recently I purchased a bunch of used iPod nano 3rd generation iPods. Guess what???? Most of them with music still on them did NOT come with art work.

    You can add music to an iPod with iTunes and not have an iTunes account. But you get no artwork. My guess is that many people are either too poor or (more likely) too lazy to take the extra effort and log in. Gee, free artwork at no cost??

    People out there are a truly MIXED bag. Some even seem to go the extra distance to NOT get something free. I have no idea …. and its a Monday. 🙁

    1. I see many phones (even iPhones) out there with no artwork. TO me, this indicates music acquired illegally, either by downloading from file sharing sites, or copying from friends (who illegally downloaded). Apparently, these illegal copies have no ID3 tags, or the tags are derived form file names, or whatever else. There is even this joke, how by far the most popular musician on the planet is “Artist”, and his greatest hit song is “Track 03″…

      1. I think you both are overestimating the ability of most users. In general, the majority don’t know how to get stuff like free artwork. If the users had ripped songs from their CDs but not selected get album artwork at the time then their iPods would not have them either.
        Now if the songs were mp3 files then there is a good chance they were downloaded illegally. Why, because there were few non-Apple sites where you could buy songs and when you use iTunes to rip the default is to MP4.

      2. You DO know that if you rip a CD not connected to the internet all the tracks get generic labels dont you? On rare occasions I rip some CD’s of my one while I’m not near a wifi or other net connection.

        1. That is an extremely unlikely scenario. Your own testimony notwithstanding, ripping CDs is not really something one would do in the field, so to speak. Such as it is, ripping is a very rare activity these days, especially since it has been a while since last time Apple built a Mac with a built-in optical drive. And when that ripping does happen, it is usually at home, or office, or a place with WiFi.

          What I’m trying to say is, very negligible percentage of ripped CDs don’t get automatic track names from CDDB.

          As for artwork, there I agree that it may be a different story, as it requires a user to know they can actually get it via iTunes, and then to actually make the effort to get it.

  5. Older people expect to pay for products and services. That’s the big difference I bet. Having all that music available whenever I want for a few dollars a month, with no guilt makes it very desirable to me. The fact that I can’t just say “Hey Siri, Play Stop Lyin by Kevin Gates” and she does is valuable to me. If I just say play Kevin Gates she cycles through songs from the artist. Beats Pandora for me.

    Harrumph. Old people indeed. 😉

  6. There are 3 in my family which use the subscription service. I just checked over the last week and all of us are listening to songs that we haven’t bought. So I will continue with the subscription. Why? Simply because we would have bought more that $180 of music a year and the subscription allow us to listen to songs / album that we would not normally buy.

  7. I keep trying to explain to people that as long as you rent, you are at the mercy of the landlord. Nobody really gets it, until the landlord changes what they provide. You go to look for that movie you like, and uhoh, Netflix has removed it. You want that BBC series, and ohno, Amazon Prime has removed it. Spotify and Apple Music can only keep going as long as they make money or the company doesn’t mind taking a loss (with Apple, this will be a while, but that day of reckoning WILL come, and artists will be the ones pushing for it). Spotify will probably bite the dust in a few years if not sooner. Pandora can only keep going by not giving you exactly what you want, much like cable TV forces you to buy MTV even if you hate it. So this is an experiment, and a bubble, and it really won’t last.

    PS. Does anyone else think a survey of 500 iPhone users is really going to be representative to the whole population of people considering streaming music?

  8. Also, there’s a big difference between listening to something/exposure and keeping something around because you like it. You can get exposure to a lot of things, but if those things go away, how much do you care? Music lovers want to preserve the things they love. Music dabblers are people who are ok with whatever streaming content genies give them today and if it goes away, they don’t really care.

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