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Hip-Hop and Dance fans exhibit the most next generation digital behavior and over-indexed on time spent listening to on demand streaming services.
- Reflective of their next generation digital behavior, Hip-Hop and Dance fans dedicated most of their listening time to smartphone/cell phones.
- Dance and Hip-Hop fans are also the biggest spenders when it comes to music.
- Dance fans said they would be prepared to pay a premium for music of a superior sound quality.
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