Subscriber Login here. New research, conducted by the Vinyl Alliance, demonstrates how Gen Z has become the driving force behind vinyl's popularity, by integrating it into their digital lives.
Three-quarters of Gen Z vinyl fans are buying records at least monthly. Generation Z year-olds is now the driving force behind vinyl's current popularity, says the Vinyl Alliance , the world's leading industry collective for vinyl. The proportion of people listening to physical music vinyl, cassette and CDs is greatest amongst Gen Z.
Now, a brand new report from the Vinyl Alliance has explored exactly why Gen Z is embracing the format and how, by integrating it into their digital lives, it has led to a vinyl renaissance. This generation of vinyl enthusiasts seek out vinyl for an intentional listening experience, with 87 per cent interested in high-quality sound when it comes to their equipment set up.
With nearly 30 per cent declaring themselves as a 'die-hard collector', the report says Gen Z vinyl fans are committed to regularly buying records and actively listening to them - rather than to keep just as collectible items. The Vinyl Alliance says Gen Z has adopted the format, giving a new meaning to vinyl culture. Gen Z is the first 'digital native' generation to use social media to further their interest in records, collecting, set-ups and more, and take a mindful approach to their digital use through listening to records.
Gen Z vinyl fans also have a strong desire for meaningful connections by fostering communities around vinyl records - especially those provided by record stores. The report shows Gen Z values the authentic human connections at record stores, from staff sharing vinyl picks to guiding them on turntables.
