Survey looks at how music fits into people's lives
10 May 2006
The Synovate Music Matters survey looks at music and lifestyle, the origin of people's music and views on brands partnering with artists
HONG KONG — The Synovate Music Matters survey, released today at the inaugural Music Matters Asia Pacific Music Forum in Hong Kong, found that music is a big part of people's lives whether they are relaxing at home or on the move - North Asians listen to a wide range of music over increasingly diverse devices and many are influenced by brand and artist partnerships.
The survey asked 1,250 respondents in China, Korea, Hong Kong and Taiwan about their music habits, activities and attitudes.
Global, yet proudly local
Speaking at the event, Synovate's Director of Trend Research, Ian Stewart, said two key Asian consumer trends - globalisation and localisation – were evident in North Asian taste in music.
"At first, globalisation and localisation sound like they do not easily co-exist. But they go hand in hand. As the world gets faster and digitalisation brings other cultures to our doorsteps, we find we want to learn more, explore - whether it's in real life or virtually. In turn, this means national pride is becoming stronger and larger. There are huge opportunities for exporting national brands or artists to a curious and eager world.
"We saw these trends at work in the survey. For instance, 58% of Under 25 year olds listen to music from artists around the world. Within this, 44% like music from Korea; 39% like it from the US; 29% listen to music from China; 27% Japan and 13% play UK music. MP3 players are the new melting pots.
"When you look across all respondents, you can also see a strong support of local music - 89% of Korean respondents listen to Korean music; 79% of Taiwanese listen to music from Taiwan; 78% of Chinese listeners like music from China; and 67% of Hong Kong people like Hong Kong music," he said.
Music on the move
The study asked people about the occasion they most often listened to music.
Scott Lee, Director Hong Kong for Synovate said that the biggest single answer was 39% of respondents who listen to music while relaxing at home.
"However, when you group together answers that involve listening to music while out and about or doing other things - exercising, online, commuting, travelling or at work - it seems the digital age has taken music out of the lounge room. Consumers have the freedom to listen wherever and whenever they want to - and 45% of respondents of all ages now listen to music on the move," he said.
"Although there are a cheeky 14% of Taiwanese respondents who primarily listen to music in the bedroom," Mr Lee added.
The survey also asked about the primary device people used to listen to their music.
Mr Lee said that 42% chose digital devices like iPods, MP3 players, mobile phones and PCs as their primary mode of listening.
"These numbers were much higher for the Under 25s, with 87% choosing digital devices. Forty four per cent of 25 to 39 year olds followed suit and it was significantly less for the 40 and overs (12%). This really shows this consumer behaviour trend will only get stronger as the young people increase in age and spending power," he said.
Can musicians help sell brands?
Synovate and Music Matters asked respondents to agree or disagree with a range of statements to help gauge the potential for brands to partner with artists and / or celebrities when marketing in North Asia.
- Fifty six per cent agreed they 'buy magazines or newspapers to read about my favourite artist', rising to 68% of Under 25s in North Asia.
- Brands may find competitions worthwhile with 47% agreeing 'I look for competitions or promotions that feature my favourite artist'. Again, this was more popular with youth, with 58% agreeing.
- Thirty seven per cent agree that they are 'more likely to buy a product which is endorsed by my favourite artist' - 49% of Under 25s agreed.
- A further 49% of Under 25s 'collect memorabilia that features my favourite artist' while 40% of respondents of all ages agreed.
Mr Lee said: "The results show that artist endorsement is a viable way for brands to reach their target audiences. Marketers have an exciting job piecing together multimedia, multi-channel campaigns that link music, brands and modern life."
Other releases are also available on:
- Digital music
- Musical youth
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
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Julienne Hsu
for Music Matters |
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Tel: +852 2911 7928 |
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About the Synovate Music Matters survey
The Synovate Music Matters survey asked 1,250 urban respondents aged 15 to 64 in four key markets about their music habits, activities and attitudes. It covered China, Korea, Hong Kong and Taiwan and was conducted in March 2006 via telephone on AsiaBUS, Synovate's monthly omnibus survey.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.