Remember Apple's iPod silhouette ads? The psychedelic TV spots where people would dance hyperactively with an MP3 player in their hand and headphones in their ears?
Talk about a throwback; those ads stopped running during the Bush administration. But according to a survey released this week by researchers at investment bank Piper Jaffray, that's what most teens are like these days.
No, not the frenetic dancing part. The MP3-players-attached-to-their-hips part.
After surveying a national group of 7,200 teens, analysts at the research arm of Piper Jaffray discovered that teens like listening to music the 2000-and-late way, through downloaded music onto iTunes libraries or MP3 players:
How Teens Listen to Music (%)
That's 42 percent of teens listening to music through MP3s, according to the bank. But what does that statistic mean? Piper Jaffray told us that the "42 percent" figure was compiled from four survey questions, but it hasn't revealed how. Nor has it indicated what that percentage indicates—whether it's 42 percent of teens preferring MP3s over other options, or if it's that, 42 percent of the time they listen to music, teens are using MP3s to do it.
Even with the little information, it's enough to ask: Do teens actually listen to MP3s? Consider, first, the dubious finding that Pandora and other streaming methods together attracted only 31 percent of teens. (That category also includes Spotify and sites like Songza.) And consider too that just six months ago—the last time the survey was conducted—only 35 percent of teens said they used MP3s.