Survey says half of 23-year-olds don’t know Bon Jovi, Pink Floyd and David Bowie

David Bowie in Top Of The Pops, 1972

Time passes, time flies and new generations change habits and idols as they consume culture in its most diverse forms.

Obviously music is no different and legendary artists who made history decades ago are giving way to young names, as is clear in a survey released by Robertsthe UK’s oldest radio manufacturer still in business.

In its survey, the brand interviewed 2,000 people and invited young people from the so-called “Generation Z”, considered by Roberts as those between 16 and 23 years of age in 2022 (although the term is a little broader).

Among the results, some points stand out and we talk about them below.

Youth and Music Consumption

In the survey, respondents were asked if they knew artists like Aretha FranklinElvis CostelloDavid Bowie and bands like U2, Pink Floyd, Blondie and The Beatles.

The result, which may frighten some people, shows some very significant extremes:

  • Only 36.34% of respondents know Aretha Franklin
  • Only 40% know the Irish band U2
  • With a little more or a little less, only about 42% know the Bee Gees, Phil Collins and the Beach Boys
  • With very similar percentage ranges, a little up or a little down, only half of young people responded that they know iconic names like Bon Jovi, Pink Floyd and David Bowie
  • About 58% of respondents know Paul McCartney, while just under 70% of them know the Beatles

How well do 16-23 year olds know these artists and bands?

  • Aretha Franklin – 36.64%
  • U2 – 40.09%
  • The Supremes – 40.09%
  • Elvis Costello – 41.38%
  • Bee Gees – 41.81%
  • Phil Collins – 42.24%
  • Beach Boys – 42.24%
  • Blondie – 46.55%
  • Bon Jovi – 51.72%
  • Pink Floyd – 51.72%
  • Tina Turner – 53.45%
  • David Bowie – 53.88%
  • Prince – 56.03%
  • Paul McCartney – 57.76%
  • Madonna – 62.07%
  • Queen – 66.81%
  • Whitney Houston – 67.24%
  • Elvis Presley – 67.24%
  • The Beatles – 68.97%

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Generation Z and Classic Artists

Older People and Young Artists

Another survey was carried out asking people from the so-called “Silent Generation”, which has respondents who are 74 years old or older.

To no one’s surprise, 2% of them know names like Doja Cat and Olivia Rodrigo, while 3% responded that they know who rapper Post Malone is.

The most popular new generation artists among the “gentlemen” and “ladies” in the survey are Beyoncé (47%), Lady Gaga (54%) and Ed Sheeran (61%).

You can see more numbers and details about the survey by visiting the official Roberts website here.

How well do people 74 and older know these young artists?

  • AJ Tracey – 0.93%
  • Olivia Rodrigo – 1.85%
  • Doja Cat – 1.85%
  • Post Malone – 2.78%
  • Cardi B – 3.78%
  • BTS – 4.63%
  • Aitch – 5.56%
  • Dave – 7.41%
  • Dua Lipa – 11.11%
  • Drake – 12.96%
  • Nicki Minaj – 13.89%
  • Billie Eilish – 25%
  • Destiny’s Child – 30.56%
  • Eminem – 32.41%
  • Bruno Mars – 32.41%
  • Harry Styles – 34.26%
  • Justin Bieber – 35.19%
  • Ariana Grande – 37.96%
  • Taylor Swift – 40.74%
  • Beyonce – 47.22%
  • Lady Gaga – 53.70%
  • Ed Sheeran – 61.11%

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About Banner Leon

Videogames entered his life in the late '80s, at the time of the first meeting with Super Mario Bros, and even today they make it a permanent part, after almost 30 years. Pros and defects: he manages to finish Super Mario Bros in less than 5 minutes but he has never finished Final Fight with a credit ... he's still trying.

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