With a momentous resurgence in vinyl within 2021 itself, the latest report from MRC Data has divulged a notable trend in purchasing behavior. The insights show that Generation Z are more inclined to buy vinyl than their millennials counterparts. In a two-week study comprised of over 4,000 participants over the age of 14, 15% of Generation Z participants admitted to making vinyl purchases compared to only 11% of millennial participants.
The polling asked about respondents’ musical influences, inspirations, and purchases. Of note, individuals born after the year 2008 were excluded from the study; thus, the study’s results reaffirm the generation’s affinity towards vinyl despite not including a portion of its demographic.
Born during the digital era, Gen Z has been characterized as having a sense of nostalgia for and tapping into the culture of the world pre-digital. Vinyl sales as a whole have experienced a heavy return in this year alone. Over the first six months of 2021, sales increased 108% year-over-year. Although, vinyl sales surpassed CD sales for the first half of 2021, the data still represents a groundbreaking trend in recent times, with 2020 being the first year in 34 years that vinyl revenue outperformed CD revenue.
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