Survey 's report
17
INCENTIVES FOR MUSIC FANS Survey’s report – May 13th 2012
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Transcript of Survey 's report
INCENTIVES FOR MUSIC FANS
Survey’s report – May 13th 2012
SAMPLE’S DESCRIPTION
Number of participants: 88
Average age of participants: 25
Men – Women repartitionRepartition by age group
Repartition by professional category
58%
42% A man
A woman12
56
17
0 10 20 30 40 50 60
22 and less
23-26
27 and more
37%
3%
60%
Student
Searching for a job
In position
LISTENNING HABITS
The average daily
listenning time is 1h55
The main listenning ways
used are radio and
youtube
On average, how much time do you spend listenning to music every
day?
How do you listen to music?
1
8
19
36
11
0 5 10 15 20 25 30 35 40
Never or almost never
Not every day
Less than 1h a day
Between 1 and 2 hours
More than 2 hours
64
10
20
37
20
68
40
0 10 20 30 40 50 60 70 80
Radio, webradio
Legal download
Illegal download
Free streaming …
Paying streaming (deezer, Spotify)
Youtube
CD or vinyls
LISTENNING HABITS (2)
What is your favoite musical genre?
11
18
31
33
16
21
21
8
0 5 10 15 20 25 30 35
Jazz
R&B
Rock
Pop
Rap
Variété
Electro
Blues
Others quoted: classical, reggae, dub
MUSIC PURCHASING HABITS
Do you have a paying subscription to a streaming
website (Deezer, Spotify )?
Do you buy merchandising?
On average, how often do you attend a concert (buy a ticket)?
What is your average annual music budget?
The average annual music
budget is 151 €
The average concert
attendance is 5 times a
year
18% of the interviewed
persons own a premium
subscritpion to a legal
streaming website
18%
82%
Yes
No 87%
11% 2%
Never
Sometimes
Very often
14
12
24
25
13
0 5 10 15 20 25 30
0 - 20 €
20 - 50 €
50 - 150 €
150 - 300 €
More than 300 €
26
44
12
5
0 10 20 30 40 50
Never or almost never
1 to 3 times a year
Every month
Every week
71
168
151
0
20
40
60
80
100
120
140
160
180
22 and less 23-26 27 and more
MUSIC PURCHASING HABITS (2)
Men spend 32€ more by year
than women
Men’s budget is related to their
professional situation
The 23-26 age group is the one
that spends the most
189
139
97125
0
50
100
150
200
Man Woman Man Woman
Active Student
164
132
0
50
100
150
200
Man Woman
BEING A FAN
Do you consider yourself « fan » of some artist(s)?
Are you fan(Facebook) or do you follow (Twitter) some artists ?
75 % consider themselves
« fan »
65% claim it on social
networks
23
28
9
7
16
0 5 10 15 20 25 30
No, noone in particular
1 or 2 very famous artists
1 or 2 not very famous artists
A lot of very famous artists
A lot of not very famous artists
36%
54%
10%No
Yes a few
Yes a lot
FAN LOYALTY
Would you be interested in a loyalty program for your favorite artists?
Would you buy more products from one of your favorite artists if you
were rewarded for it? (yes answers)
67 % would be interested
in a loyalty program
53% are willing to spend
more than they already do
if they were rewarded for it
The favorite rewards are
private concerts and
collector items
33%
57%
10%
No
Why not if I don't have to make any effort
Yes!
0
5
10
15
20
25
30
35
40
Yes for collector CD/DVD/Vinyl
Yes for signed products
Yes for free merchandising
Yes for concert presale
Yes for private concerts
PROPENSITY FOR REWARDS
More than 60% of women are willing
to spend more if they were rewarded
The persons who are the most willing
to spend more if rewarded are
already the persons that spends the
most in music
117
93
220
159
0
50
100
150
200
250
Men Women
No
Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Men Women
Yes
No
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22 and less 23-26 27 and more
Yes
No
PROPENSITY FOR A LOYALTY PROGRAM
More than 80% of are interested in a
loyalty program for their favorite artists
The loyalty program sounds more
appealing to the 23-26
The 22 and less are less interested in
a loyalty program than in rewards
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Men Women
Yes
No
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22 and less 23-26 27 and more
Yes
No108
151
303
0
50
100
150
200
250
300
350
No Why not if I don't have to make any
effort
Yes !
CONCLUSION
There is a definitive appeal for music incentives whether its a loyalty or rewards program
Women seems to be more interested by the concept but men spends in the end more
There is a difference between propensity for rewards and for a loyalty => The way we market the project is very important, it could differ betweensegments
A custumer segmentation could be defined under several axes: Man/Woman; age; genre
A correlation between genre and type of rewards could be interestinglater on
People generally don’t buy merchandising, even those have a large music budget: are the products visibe enough? Adapted to the customersneeds?
APPENDIX
SOME RETURNS ON TYPE OF REWARDS
Rencontre des artistes, places de concert, voyages, pas forcément que des cadeaux liés à la musique. Qu'on me suggère des playlistspertinentes par rapport à mes goûts (je trouve les solutions actuelles inadaptées)
Un concert privé, une remise, une séance dédicace
Des réductions!! Ou autre chose, je ne sais pas trop, mais pas un truc du genre "au bout de 100€ d'achat vous gagnez... 2€!!" (youhou!), plutotquelque chose qui vaut vraiment le coup type moins 50% sur des CD ou autres.
Monter sur scène avec artiste favoricours de guitare avec artiste favoriplaces backstage
Des bons de réductions pour acheter des CDs qui viennent de sortir et qui sont encore à 20 euros pour ne pas attendre qu'ils soient au prix du téléchargement.
COMMENTAIRES
J'imagine qu'un tel système serait intégré aux système de promotions des maisons de disque ? Qu'en est-il des petits producteurs/labels ? sur le carreau ?
Aussi, il s'adresserait aux "fans" d'un artiste : pourquoi ne pas l'étendre afin de dynamiser un des principe de la musique : la découverte! Par exemple, un acheteur régulier de disques et places de concert d'un artiste ou de plusieurs artiste et d'un ou plusieurs "genres" pourrait se voir proposer, selon ses gouts, des places ou réductions sur des places/albums d'artistes "similaires" (exemple, le rappeur Oxmo Puccinoqui joue en live avec des jazzmen... ça pourrait intéresser 2 types de public)
J'écoute beaucoup de musique mais ce n'est pas pour moi un loisir de chercher et découvrir de nouveaux artistes. Comment faire en sorte que les clients passifs comme moi se sentent plus impliqués et qu'il soit très simple pour nous d'ecouter de nouvelles choses et surtout de nous "engager" au sens américain du terme? J'ai souvent l'impression de ne pas y connaître grand chose alors qu'en fait si et du coup je ne fais aucun effort pour mieux connaître et aimer les artistes que j'écoute. Alors que ce serait un bon moyen de me pousser à dépenser plus.
AVERAGE ANNUAL CONCERT ATTENDANCE
The 22 and less age group attend
fewer concerts than the other groups
Men attend more concerts than
women
2
5
9
0
1
2
3
4
5
6
7
8
9
10
22 and less 23-26 27 and more
6
4
0
1
2
3
4
5
6
7
Men Women
MUSIC SHARING
Do you share the music you like with your
friends?
If yes, how?
8%
31%
54%
7%
Never
Rarely
Often
Every Day
53
8
2
3
62
17
0 10 20 30 40 50 60 70
Specialized blog
Personal blog
By talking
Deezer, Spotify....
LOYALTY PROGRAM IN GENERAL
18
42
6
4
0 5 10 15 20 25 30 35 40 45
No (at east I never made the demand)
Yes, but it has no influence on my buying behavior
Yes, I buy more oftenly in companies offering fidelity programs
Yes, I often use my points to get free gifts
Are you a member of some loyalty programm (miles, hairdresser…)?
