Senior citizens are the fastest growing demographic today, and the digital music industry is one of the fastest growing aspects of our economy. This study explores the relationships and underlying correlations between these two facets. Three research methods were employed: field observation of a musician targeting his music to the elderly; data analysis of this musician’s sales records; and a questionnaire seeking the purchasing and listening preferences of baby boomers and senior citizens. The results reveal that, as age increases, senior citizens’ comfort purchasing and listening to music through digital methods decreases. A negative correlation between age, nostalgic marketing, and the Internet is explored as well. Suggestions are provided for the implementation of these results in the marketplace.
Advisor(s) or Committee Chair
Dr. Patricia Todd
Music | Sales and Merchandising
Coleman, Joshua T., "Don't give Grandma an ipod for Christmas: An Expository Study Examining the Consumer Behavior of Senior Citizens in the Digital Music Indistry" (2009). Mahurin Honors College Capstone Experience/Thesis Projects. Paper 264.