Round-up Ten things we learned from YouGov’s music fan profiles

It’s a dream come true for market researchers, the crown jewels. Everything you need to know about the “average” music buyer - how they vote, drink, think, everything. On Monday, YouGov launched its latest app, which allows you to view the lifestyle choices of everyday consumers and audiences. Television habits and political views are all in there, thanks to a study that surveyed 190,000 UK YouGov members. So far, it’s not just music purchasers coming under the spotlight. Guardian and Independent readers love a bit of braised endive for tea, and people who eat chips live in Wales and like listening to Seal.

Thanks to these findings, it’s time to drop all prejudice and embrace the truth. Radiohead fans are boring, you say? What are you on about? Those sods shop at Nisa - they’re free-minded beings, capable of anything. Sam Smith fans don’t sit at home crying - they love to play tennis, drive a Vauxhall and talk to their dog. Everything you thought you knew about a certain band’s music fans - throw it to one side and embrace these new discoveries.

Here’s a round-up of the ten most enlightening things we learned from YouGov’s new findings.