Taylor Swift is the most marketable musician among young Americans, according to a new study on live music sponsorship. A recent report from London research group Repucom credits the 1989 singer with a score of 88.5 on the DBI (or Davie Brown Index), which measured consumer views on 8,000 celebrities across the globe, Billboard reports.
Following behind Swift in the top ten are Justin Timberlake (with an 86.4), Lady Gaga (85.1), Katy Perry (85.1), Beyonce (84.6), Snoop Dogg (82.9), Nick Jonas (82.1), Britney Spears (81.8), Nicki Minaj (81.8) and Bruno Mars (81.6).
Repucom polled 3,000 people between the ages of 14 and 34 in "the industry’s five biggest consuming markets": the U.S., France, Germany, Japan and the U.K. Their report also found that pop music remains the most popular genre in those countries, with 55 percent of responders listing it as their favorite, followed by rock (49 percent) and hip-hop (33 percent).
To the surprise of no one, the study also indicates that social media plays a massive role in how young music listeners are consuming music. "Of the top 15 most popular purchases amongst live music fans in the next 12 months, smartphones come out top with over half (54%) of all those surveyed saying that this is what they are most interested in," said Mike Wragg, Repucom's global head of research.
"This shows us the continued appetite among those under 34 year olds to renew and upgrade their smartphones – and that also means the technology they are using and apps they are and will be engaging with," he continued. "Stars like Taylor Swift and Katy Perry have just under 300 million followers across their Twitter and Facebook profiles combined and offer a glimpse into just how important being able to understand that engagement is."