Washington, DC - As part of a continuing effort by the Recording Industry Association of America to research basic consumer views of prerecorded music and the industry's efforts to merchandise it, the association just completed a survey of consumer perceptions of the value of prerecorded music as a gift. The survey results indicate that when considering purchases in the $10 to $20 range, consumers consider music to be a gift of exceptional value.

Here is a synopsis of the survey's results:

Chances are good that music lovers will receive a gift of music this holiday season. Seven out of 10 consumers said they expect to buy the same amount or more music than they bought last year.

The majority of consumers see music as a gift of value. Asked to rate the value of music in comparison to other gifts in the $10-20 dollar range, 61% rated music as an excellent or good value.

Those consumers wondering what to buy for the hard to satisfy people on their shopping list ought to consider music. Asked how pleased they would be to receive music from someone buying them a gift in the $10-20 dollar range, a wide majority of people (85%) report that they would be pleased.

Such a broad variety of music has been released this pre-holiday season, consumers should find it an easy task to find something to please everyone. Rock rules with 28% of potential buyers expecting to choose music gifts from this genre. A very close second, Country music is likely to be bought by 27% of consumers. Sixteen percent expect to purchase Pop music; 11% Classical; 10% R&B; 9% Gospel/Religious Music; 9% Rap; and Alternative trails as the genre of choice with 8% of consumers.

Record stores are the most likely sources of music gifts/gift certificates, with four out of 10 consumers planning to make their music purchases there. Discount and department stores follow with 16% and 13% respectively. Six percent of music shoppers plan to buy music in an electronics store, 5% in a bookstore. Seven percent of consumers will buy music from non-retail outlets including record clubs, catalogs and the Internet.

The RIAA, which represents the majority of U.S. record labels, gathers and reports data on the shipment and value of all formats of recorded music in the United States, providing the most authoritative accounting of the industry's business volume and sales trends. A consumer research study provides demographic information describing buyers of recorded music including their age, sex, preference of music genres, release formats and retail environment. Extensive market research over the past 10 years including our consumer profile, unit shipments and dollar value, and piracy statistics can be found on our website at www.riaa.com.

The data extracted from the RIAA music gift giving survey was obtained by telephone survey of a random national sample of 1009 consumers, age 18 and older, the week of November 11, 1998. The research was conducted by TNS Intersearch (formerly known as Chilton), under the guidance of the RIAA.