G. Type of Music Taped

All current album and/or selection tapers were handed a card describing 25 different Types of Music (see Sample 1). They were then asked to identify all the types they had recorded during the past 12 months and the one type they had recorded most often. Table 10 shows the percent of the album and/or selection tapers who taped different types of music at least once during the survey year, as well as the percent taping each type most often.

Not surprisingly, taping behavior is heavily concentrated upon those types of music that are purchased most often as records or prerecorded tapes. It can be seen that more people make home recordings of Rock music than of any other type. Fully 58% of all album and/or selection tapers have made at least one home recording of a Rock recording and 38% said that this is the Type of Music they record most often. In fact, with respect to music taped most often, Rock ranks first, Soul, R&B and Disco second. Other types of music taped most often are Country (12%), Classical (9%) and Contemporary Pop Vocal (7%).*

It should again be noted that Table 10 is based on all current album and/or selection tapers, and thus important differences among those taping selections only, albums only, and those who tape both selections and albums cannot be shown. For example, although all three groups tape Rock most often, this is true of 54% of those who only tape albums. In contrast, only 31% of those who only tape selections report Rock as the Type of Music they tape most often. One of the biggest differences between album only and selection only tapers concerns the taping of Soul, R & B, and Disco. While 43% of selection only tapers have taped this type of music at least once (with 20% saying they tape it most often), this is true of only 19% of the album only tapers (with 8% reporting this as the Type of Music they tape most often).

its interesting to contrast these figures with the percent of current buyers who purchased each type most often. For example, Rock is bought most often by 35% of current buyers Soul, R&B. Disco by 14% and Classical by 4% of current buyers. In each of these 3 cases the percent of tapers is greater than the percent of buyers For a complete descnption of buying behavior see Kapp. Middlestadt, Fishbein, "The Prerecorded Music Market A Consumer Survey-1980, WCI, 1981.

SAMPLE1 Types of Music

1. CONTEMPORARY POP-VOCAL (like Barry Manilow, Barbra Streisand, ABBA, Bee Gees)

2. BEAUTIFUL MUSIC (ke Henry Mancini, Boston Pops, Marvin Hamlisch, Burt Bacharach)

3. CONTEMPORARY ROCK-VOCAL (like Billy Joel, James Taylor, Rickie Lég Jones, Linda Ronstadt)

4. CONTEMPORARY ROCK-BANDS (like Fleetwood Mac. The Eagles, Firefall, Wings)

5. HEAVY ROCK (like Led Zeppelin, Bob Seger, Pink Floyd, Van Halen, The Rolling Stones)

6. NEW WAVE ROCK (like The Knack, The Cars, Elvis Costello, Nick Lowe)

7. TRADITIONAL COUNTRY (like Tammy Wynette, Mel Tillis, John Conlee. Loretta Lynn, Moe Bandy)

8. CONTEMPORARY COUNTRY (like Emmylou Harris, Willie Nelson, Charlie Daniels, Waylon Jennings, Johnny Paycheck)

9. SACRED (like Oak Ridge Boys, Stammps Quartet, Reba Rambo, The Bill Gaither Thio)

10. GOSPEL (ke Mighty Clouds of Joy, Five Blind Boys, Inez Andrews, Andrae Crouch)

11. TRADITIONAL SOUL, RHYTHM & BLUES (like Aretha Franklin, Ray Charles, The Temptations, James Brown)

12. CONTEMPORARY BLACK (like Stevie Wonder, Earth, Wind and Fire. Parliament, Funkadelic, The Commodores)

13. DISCO DANCE (Eke Chic, Village People, Donna Summer, Sister Sledge)

14. LATIN-SALSA (like Wise Colon, Pacheco, Celia Cruz)

15. LATIN-BALLADAS (like Julio iglesias, Camilo Sesto, Roberto Carlos)

16. LATIN-RANCHERO (like Napoleon, Vincente Fernandez, Los Tigres Del Norte)

17. TRADITIONAL JAZZ (like Duke Ellington, Dizzy Gillespie, John Coltrane, Charlie Mingus)

18. CONTEMPORARY JAZZ (like Jean-Luc Ponty, Pat Metheny, Weather Report, Chuck Mangione)

19. CLASSICAL-VOCAL (like Lieder, Opera, Art Songs)

20. CLASSICAL-INSTRUMENTAL (like Symphonies, Concertos, Sonatas)

21 1940's, 1950's, 1960's POP (like Glenn Miller, Ames Brother, Chubby Checker, Peter, Paul and Mary. Tijuana Brass, Andy Williams)

22 1960's ROCK (like Jimi Hendrix, The Doors, The Beatles)

23. COMEDY (like Richard Pryor, Steve Martin, Robin Williams, Gilda Radner)

24 BROADWAY CAST, MOVIE OR TV SOUND TRACKS (like Annie, Chorus Line, Rocky. Star Wars, Saturday Night Live)

25. ALL OTHERS (like Children, Ethnic, Spoken Word, Folk, Organ, Etc.)

I. Methodological Note: Units, Hours and
Blank Tapes Purchased

Recall that, in contrast to the above finding, more time was spent taping selections than complete albums (see Table 8b). More

specifically, although 44% of all taping time is spent in copying complete albums, these albums represent 55% of the units taped. These findings may initially appear contradictory. They are, in fact, quite consistent, since considerably more set-up time is necessary to tape 10 selections (or excerpts) than to tape a complete album. Nevertheless, these findings again point out that one cannot use time to directly estimate other types of taping behavior.

Along these same lines, it must also be recognized that the number of albums or individual selections taped cannot be directly estimated from the number of blank units bought. It was previously shown in Table 5 that our respondents purchased 257.7 million units of blank tape for the purpose of recording music. Yet, as we saw above, the equivalent of 455 million albums were actually taped. Even assuming that 1.5 albums could be recorded on the average blank tape, an estimate based on the number of blank tapes bought to record music would still underestimate the actual number of units taped (i.e., the estimate would be [257.7 x 1.5=1386.6 million "albums" taped).

It must be remembered, however, that blank tapes can be used more than once. To determine usage rates, we asked blank tape buyers who recorded music to tell us how often they used their music tapes. More specifically, respondents were asked to think about the blank tapes they had bought that were covered with music and to tell us how many of these tapes had been recorded on "only once, two or three times, or four or more times." Fully 77% of the blank tapes used to record music were used only once. Thirteen percent were used two or three times and the remaining 10% were used four or more times. This means that 25.8 million blank tapes (257.7 x .10) were used at least four times, 33.5 million two or three times and the remaining 198.4 million were used only once. To put this somewhat differently, the 257.7 million blank tapes were used at least 368.6 million times to record music [(25.8 x 4) + (33.5 x 2) + (198.4 x 1)]. Again assuming that 1.5 albums could have been recorded each time a tape was used, we would arrive at a figure of 552.9 million "albums" taped. Thus, by correcting for usage, we would overestimate, rather than underestimate, the amount of units actually taped. Nevertheless, it should be clear that the 257.7 million blank tape units purchased to record music are more than adequate to record the 455 million "albums" that were home taped.

The above findings illustrate that a consideration of blank tapes purchased, hours spent taping, and units taped will result in very different pictures of taping behavior. At the same time, however, we have seen that the data are internally consistent. That is, although one type of behavior cannot be used to estimate another, the relations among these behaviors are not only interpretable but are consistent with expectations.