An investigation into the role of self-expression on the paradoxical resurgence of vinyl in a digital paradigm: A study across different age groups in Ireland

This research study investigates self-expression through the selection of different music distribution archetypes including ownership, access-based and context-based models. It takes into account how media consumption has evolved in Ireland over the last decade, moving from physical music distribution to online-based channels and aligns the selection of these channels with consumer behaviour influenced by an effort to express ones self-identity. Quantitative data was collected through the use of a structured survey using an online questionnaire. The sample selected included Irish males and females between the ages of approximately 18 and 75+ years of age. The survey was completed in full by 312 respondents. The research report demonstrates that self-expression across music channels does not differ across age groups. It shows that self-expression across music channels is higher in males than females. The results also show that self-expression is more evident in physical music formats such as vinyl and CD’s rather than their online counterparts, i.e. Apple iTunes, Spotify and online streaming. The main finding in this study shows that self-expression from vinyl consumer surpasses the level of self-expression reported across all other music channels. This study argues against existing literature which suggests that older consumers were less likely than younger consumers to see possessions as part of their extended self. It agrees with existing literature that music as an identity forming practice is mainly connected with males rather than females. The report concludes that the level of self-expression in vinyl consumption outweighs that of all other music channels (CD’s, Online)