The document analyzes data from a survey of 35 participants about vinyl record listening habits. It finds that 33% currently use vinyl records, with age being no definitive factor. While most obtain reused vinyls from charity shops or online markets, new vinyls are also still purchased. Vinyl listeners cite better sound quality, large artwork, and a physical format as reasons for listening. Those not using vinyl primarily prefer the convenience of digital formats. Most participants, even non-listeners, had previously used vinyl. Overall, involvement with and importance of music are correlated with vinyl use, but music tastes do not definitively impact format choice.

1. Why has there been an
increase in vinyl sales?
Data Collection & Analysis
Media Marketing Research
James Deere - BACCOM - i7670354 - 28 January 2016
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 1

2. Results & Discussion
Out of the 35 participants that answered the questionnaire 33% currently use vinyl,
with the median over all the age groups being 3, thus eliminating age group from being a
definitive factor on those that purchase vinyl (Appendix a). Gender involvement was
relatively equal - 52% being males - however more males did currently listen to vinyl
(69%) and more females did not (59%) (Appendix b). It’s paramount to note there were no
clear differences between gender through the rest of the survey, eliminating this factor
from influencing the results. 97% stated previous use of vinyls, with the one anomaly
having used cassettes and CD’s instead.
As shown in appendix c, obtaining vinyls
in charity shops proved to be the most popular
method (27%). Considering all other options
were obtaining reused products (carboot sales
and discogs), purchasing reused vinyls were
most favourable (55%), however not dominant.
Music stores like HMV are respected across all
age groups. Overall age proved to be no major
factor, with the exception of 56-65 year olds
accounting for 50% of all vinyl shop figures.
When asked ‘why do you listen to
vinyl’ (Appendix d) (only those who answered yes to question 4 participated) 62%
answered completely/agree to better quality sound, with one disagreeing. A few participants
answered neutral on the basis that vinyl doesn’t produce ‘better quality’, but ‘better
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 2
Q4: Do you currently use the vinyl format?
67%
33%
Yes No
Male/Female participants
26%
26%
37%
11%
Female - vinyl Female - no vinyl Male - vinyl Male - no vinyl
Q5: How do you purchase your vinyls?
16%
12%
16%
27%
16%
12%
Vinyl shop Music store Charity shop Online shop
Online trading site Other
Appendix a. Appendix b.
Appendix c.

3. sound’. Every participant agreed that large cover artwork and extras and physical music as
opposed to digital format was an important factor, proving that a ‘physically bigger LP
allows for more appreciation of aesthetics’ (Biddinger & Yochim, 2008). Bartmanski and
Woodard’s (2015) summary of vinyl being ‘aesthetic’ can also be highlighted, with 62%
completely agreeing to the authenticity of a record.
Those that answered no to question 4 were referred to question 7: ‘why do you not use
vinyl?’ (Appendix e). Most displayed affection for vinyl, with 68% completely/disagreeing to
the statement do not care for vinyl. This can be a result of 97% of participants having
previously used vinyl and the notion that vinyl contains ‘human like qualities’ (Biddinger
& Yochim, 2008), making users both current and previous empathise with the format.
Main reasoning for individuals not using vinyl is down to the inconvenience in comparison
to digital/CD format, which 86% completely/agreed.
Overall the majority of individuals listen to music for more than 3 hours a day (60%)
(Appendix f & g). However it is important to notice that results were spread from 30-60
minutes to more than 3 hours for those that do not listen to vinyl, with 50% accounting for
those that listen for the maximum time period. This differs from those that do listen to the
format, with participants listening for either 2-3 hours and more than 3 hours. Within these
results 77% of those listened for more than 3 hours, overall signifying that individuals who
are more involved with music will tend to use vinyl.
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 3
Appendix d.
Appendix e.

4. Question 9 (Appendix h & i) uses Bogt et. al. (2010) ‘Moved by musics’ study of
importance attributed to music in order to assess wether music importance, mood
enhancement, identity and social identity are factors affecting wether an individual uses
vinyl or not. Results show that all factors other than mood enhancement - both scoring high
- have an correlative effect on wether an individual listens to vinyl or not. Vinyl users tend
to rate highly in music importance, scoring 77% for high, and 0% for low - non vinyl users
rate mostly medium (38%). This can relate to the large amount of time vinyl users spend
listening to music, as those that ‘can’t live without music’ and ‘know more than peers about
music’ would generally spend more time to obtain their knowledge and reliance of music.
A similar pattern is seen with Identity, with vinyl users rating high (45%) and non listeners
rating low (43%), indicating that those using vinyl can connect and understand the music
more. Vinyl listeners see no relevance in social identity, rating low (43%) in comparison to
non listeners rating high (35%), although scores overall were very similar, showing that
social identity has no impact on wether someone uses vinyl.
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 4
Q8: How much time do you spend listening to
music daily? - Do currently use vinyl format
23%
77%
more than 3 hours 2-3 hours
Q8: How much time do you spend listening to
music daily? - Do not use vinyl format
14%
14%
23%
50%
more than 3 hours 2-3 hours 1-2 hours 30-60 minutes
Appendix f. Appendix g.
Appendix h.

5. The last question asks what music do you listen to? (Appendix j & k), attempting to
unearth any association between individuals music taste and their involvement with
vinyl. Results showed no real distinct differences, with the exception that more non vinyl
users listened to pop than users of the format, rating 10% higher.
Looking back at the initial research objectives, there is clear indication that firstly
there is a relatively significant amount that listen to vinyl (33%). It is also evident that age
group does not have an effect on being a vinyl user, having median of 3 across all age
groups (out of 7 participants per age group) and purchasing habits alongside reasons for
using vinyl showing no clear change. Music taste also proves to be no definitive factor as
results only showed significant difference in pop. However involvement in listening does
denote as a dependant factor - vinyl users not only listen to music more frequently but
also seek music as important and a way to express identity. How vinyl users obtain
records has also been identified - purchasing reused vinyls mostly via charity shops -
however new records still being obtained as a lower but relatively similar rate.
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 5
Appendix i.
Q10: What music do you listen to daily? - Do
currently use vinyl
15%
24%
22%
24%
16%
Dance Rock High brow Urban Pop
Q10: What music do you listen to daily? - Do not
listen to vinyl
5%
25%
25%
23%
21%
Dance Rock High brow Urban Pop
Appendix j. Appendix k.

6. Critical Reflection
My approach to the research question proved to be effective, as the research aims
and objectives were successful in obtaining both the qualitative and quantitative data
required for the nature of my question. Qualitative in that the strata (age group, music
taste and music involvement) for the research question was used effectively to identify
wether it impacted why an individual used the vinyl format. Then qualitative through
identifying why someone would chose the vinyl format (question 6).
Berger (2000) states that survey style research can make a representative of the
population, however in this research question I would not agree with this statement. Even
though I exceeded the minimum requirement for survey responses (15 minimum, 35
obtained) it still does not represent the public, after all the UK population is 64.1 million
and my research conducted was primarily in Bournemouth, with a few phone calls made
to individuals based in London. The fact I also had to reduce the amount of participants
from 10 per age group to 7 furthermore highlights the reality that it would be naive to
announce this research as a generalisation for the public. However a progressive
delineation as to why vinyl sales are rising can be perceived.
I personally performed the survey with every participant, reading out each question
to them and being at hand to help with any queries, thus removing the factor of writing
such questions being hard (Berger, 2000) to an extent as any confusion was quickly
rectified by myself. Asking individuals myself proved to be at great advantage as I had
printed all questionnaires with questions 8, 9 and 10 numbered incorrectly, which could
have made research conducted seem unprofessional.
Overall I can safely say everything needed for this research to ascertain was
completed with no real inconvenience. However missing out on the ‘coping’ factor of
music importance and not as much detail to similar questions limited my findings, as the
strata of music importance could have been much more fulfilling with more questions
regarding the subject. I also did not discover if non listeners would ever use the format
(again in this instance as 97% previously used vinyl), which could have proved useful in
perhaps predicting the future of vinyls incline in sales. If reassessing the question would
partake, I would still base my research on the same platform as used, but use a much
bigger sample (still using age group as main strata) and explore the psychological
reasoning as to why individuals use vinyl over other mediums. Although I did find out
this answer to some extent, it lacked depth, which is essential when regarding
psychologically related queries.
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 6

7. Data collection proved to be considerably harder than first thought. Much
consideration is required into questions asked, where and when to collect data and more
importantly who to ask, as a large proportion will not stop for 5 minutes. However the
actual analysis process was very intriguing - collating the data and fabricating answers to
my own questions was very fulfilling, even if formulating the questions to be appropriate
and applying the right format of question deemed to be a challenge. I defiantly believe the
question fitted perfectly. It was broad enough to formulate 3 achievable and precise
research objectives, all of which were obtained and easily able to depict out of the results
attained, yet not too narrow, leading to complexity with the aims and objectives, possibly
resulting in unnecessarily large amount of questions and data to analyse. Wanting to
obtaining more psychological reasoning as to why individuals use vinyl format remains
my biggest regret, as I doubtlessly believe there is more to an individual using the
analogue format just because it is physical music and they are highly involved with music.
Therefore in future research conductions I will formulate more accurate questions for the
specific aims set. Allowing myself more time to complete the research would also be a
facilitating factor, as this would create a larger sample and allow for any adjustments to
questions be made. A pilot study will also be used. Unfortunately I naively did not use a
pilot study and therefore had a printing error and possibly unknown errors with my
questions which were not found out due to being able to rectify any confusion with
participants.
word count: 1,617
Bibliography
Bartmanski, D. and Woodard, I., 2015. The Vinyl: The analogue medium in the age of
digital reproduction. Journal of Consumer Culture [online], 15 (1), 3-27.
Berger, A., 2000. Media and Communication Research Methods: An introduction to
Qualitative and Quantitative research [online]. California: SAGE Publications.
Biddinger, M. and Yochim, E., 2008. ‘It kind of gives you that vintage feel’: Vinyl
records and the trope of death. Media, Culture and Society [online], 30 (2), 183-195.
Bogt, T. Mulder, J. Raaijmakers, Q. and Gabhainn, S., 2010. Moved by music: A
typology of music listeners. Psychology of Music [online], 1-17.
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 7

8. Questionnaire used in research (same as printed copy)
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 8
Media & Marketing Research
Questionnaire:
Why has there been an increase in vinyl sales?
Please answer all questions with a cross in the designated box.
1. How old are you?
16-25: 26-35: 36-45: 46-55: 56-65:
2. Are you male or female?
Male: Female:
3. Have you ever used the vinyl format?
Yes: No:
4. Do you currently use the vinyl format?
Yes: No: (If answered no skip to question 7)
5. How do you purchase your vinyls? (cross all applicable)
Vinyl shop: Music store: Charity shop: Online shop:
Online trading site (ebay, gumtree): Other (write down):
6. Why do you listen to vinyl?
(cross the box most applicable to you; 1= not at all, 3=neutral, 5= applies completely)
a. Better quality sound
1: 2: 3: 4: 5:
b. Larger cover artwork and extras (posters, lyric sheets etc.)
1: 2: 3: 4: 5:
Page of1 3
c. Authenticity of a record
1: 2: 3: 4: 5:
d. Retro feeling
1: 2: 3: 4: 5:
e. Physical music as opposed to a digital format
1: 2: 3: 4: 5:
7. Why do you not use vinyl? (Only answer if answered no to question 4)
(cross the box most applicable to you; 1= not at all, 3=neutral, 5= applies completely)
a. Too expensive
1: 2: 3: 4: 5:
b. Prefer digital format (mp3, streaming)
1: 2: 3: 4: 5:
c. Prefer CD format
1: 2: 3: 4: 5:
d. Do not care for vinyl
1: 2: 3: 4: 5:
e. Inconvenience in comparison to digital/CD format
1: 2: 3: 4: 5:
7. How much time do you spend listening to music daily?
Under 30 minutes: 30-60 minutes: 1-2 hours:
2-3 hours: More than 3 hours:
Page of2 3
8. Here are some statements regarding music
(cross the box most applicable to you; 1= not at all, 3= neutral, 5= applies completely )
a. I know more than peers about music
1: 2: 3: 4: 5:
b. I can’t live without music
1: 2: 3: 4: 5:
c. Music helps against boredom
1: 2: 3: 4: 5:
d. Music helps me relax and stop thinking about things
1: 2: 3: 4: 5:
e. My favourite artists have ideas that appeal to me
1: 2: 3: 4: 5:
f. I recognise myself in the lyrics of my favourite artists
1: 2: 3: 4: 5:
g. My friends have the same music taste as I do
1: 2: 3: 4: 5:
h. I find it important that my friends listen to the same music
1: 2: 3: 4: 5:
9. What music do you listen to? (cross all applicable)
Pop (top 40, charts): Urban (hip-hop, R&B, reggae):
High brow (classical, jazz, soul): Rock (rock, heavy metal, alternative):
Dance (house, techno, D&B):
Thank you for completing this questionnaire.
Page of3 3
Appendix l.

9. Photo of all 35 completed questionnaires
WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 9
Appendix m.

10. WHY HAS THERE BEEN AN INCREASE IN VINYL SALES? - JAMES DEERE 10
Whyhastherebeenanincreaseinvinylsales?
agegroup
Q2:MorF?Q3:usedvinyl?Q4:usevinyl?Q5:howpurchase
Q6:whylistentovinyl?Q7:whynotusevinyl?
Q8:Timelistening
Q9:Statementsregardingmusic
Q10:Musiclisten
toA:BetterqualityB:CoverartworkC:AuthenticityD:RetroE:PhysicalmusicA:TooexpensiveB:PreferdigitalC:PreferCDD:Nocare4vinylE:InconvenienceA:Iknowmore
thanpeers
B:Can’tlive
withoutmusic
C:HelpsboredomD:Relaxstop
thinking
E:Favartists
appealtome
F:Recogniseself
inlyricsfavartists
G:Friendssame
musictaste
H:Important
friendslisten
16-2511112,3,4,635544-----5455555542,3,4,5
16-252112------111125345533441,2,3,4,5
16-253212------342135255542411,2,5
16-2541113,4,545435-----5455543432,3,4,5
16-255212------353242145434431,2,3,4,5
16-256112------231252344355542,4,5
16-257212------131145355551442,3,5
26-351212------244354244524431,2,4,5
26-352212------342245334532311,2,5
26-3532111,3,544324-----4344342431,2,3,4,5
26-3541112,3,4,635434-----5455554312,3,4,5
26-355112------352353334221541,5
26-356222------453452223121441,5
26-3571113,4,635325-----4344321312,4
36-4511111,2,3,4,525435-----5445453311,2,3,4
36-452212------352255455545331,2,4
36-4532112,3,445445-----5345443411,2,3,4,5
36-454112------232355245532311,2,4
36-4551112,3,4,5,6,634424-----4445543211,2,3,4,5
36-456212------231254234532441,3
36-457212------114143235533211,2,3,4
46-551112------342355434321213
46-5522112,3,5,644325-----5344543321,2,3,4,5
46-5532111,2,344435-----5355532211,2,3,4
46-554112------243254244333421,3,4
46-555212------341145355531411,2,3,4,5
46-556212------143235245345331,2,3,5
46-557112------144355555545131,2,3,5
56-6511111,3,4,5,655435-----5555231431,2,3,4,5
56-652112------143155334541241,3,4
56-6531111,2,344434-----5455543311,2,3,4,5
56-654212------233144234423421,2,3,4
56-655112------342244334422321,3,4
56-656212------224343234321213
56-6571111,3,644535-----5345443412,3,4
Key
Q21=Male2=Female
Q31=Yes2=No
Q41=Yes2=No
Q51=Vinylshop2=Musicstore3=Charityshop4=Onlineshop5=Onlinetrading6=Other
Q61=Notatall2=Notreally3=Neutral4=Agree5=Applies
completely
Q71=Notatall2=Notreally3=Neutral4=Agree5=Applies
completely
Q81=Under30mins2=30-60mins3=1-2hrs4=2-3hrs5=3+hrs
Q91=Notatall2=Notreally3=Neutral4=Agree5=Applies
completely
Q101=Pop2=Urban3=Highbrow4=Rock5=Dance
Q6Otherslisted
16-251carboot
26-354carboot
26-357discogs
36-455discogscarboot
46-552carboot
56-551carboot
56-657carboot
Appendix n.
Questionnaire data sheet