2. SAMPLE’S DESCRIPTION
Number of participants: 88
Average age of participants: 25
27 and more 17
42% A man 23-26 56
58% A woman
22 and less 12
0 10 20 30 40 50 60
Men – Women repartition
Repartition by age group
Student
37% Searching for
60% a job
In position
3%
Repartition by professional category
3. LISTENNING HABITS
On average, how much time do you spend listenning to music every
day?
More than 2 hours 11
Between 1 and 2 hours 36
Less than 1h a day 19
Not every day 8
Never or almost never 1 The average daily
0 5 10 15 20 25 30 35 40
listenning time is 1h55
The main listenning ways
How do you listen to music? used are radio and
CD or vinyls 40 youtube
Youtube 68
Paying streaming (deezer, Spotify) 20
Free streaming… 37
Illegal download 20
Legal download 10
Radio, webradio 64
0 10 20 30 40 50 60 70 80
4. LISTENNING HABITS (2)
What is your favoite musical genre?
Blues 8
Electro 21
Variété 21
Rap 16
Pop 33
Rock 31
R&B 18
Jazz 11
0 5 10 15 20 25 30 35
Others quoted: classical, reggae, dub
5. MUSIC PURCHASING HABITS
Do you have a paying subscription to a streaming Do you buy merchandising?
website (Deezer, Spotify )?
11% 2%
18% Never
Yes
Sometimes
82% No 87%
Very often
What is your average annual music budget?
More than 300 € 13
The average annual music
150 - 300 € 25
50 - 150 € 24
budget is 151 €
20 - 50 € 12
0 - 20 € 14 The average concert
0 5 10 15 20 25 30
attendance is 5 times a
year
On average, how often do you attend a concert (buy a ticket)? 18% of the interviewed
persons own a premium
Every week 5
subscritpion to a legal
Every month 12
streaming website
1 to 3 times a year 44
Never or almost never 26
0 10 20 30 40 50
6. MUSIC PURCHASING HABITS (2)
200 200 189
164
139
150 132 150 125
97
100 100
50
50
0
0
Man Woman Man Woman
Man Woman
Active Student
180 168
160 151
140
Men spend 32€ more by year
120 than women
100
80 71 Men’s budget is related to their
60 professional situation
40
20
The 23-26 age group is the one
0
that spends the most
22 and less 23-26 27 and more
7. BEING A FAN
Do you consider yourself « fan » of some artist(s)?
A lot of not very famous artists 16
A lot of very famous artists 7
1 or 2 not very famous artists 9
1 or 2 very famous artists 28
No, noone in particular 23
75 % consider themselves
« fan »
0 5 10 15 20 25 30
65% claim it on social
networks
Are you fan(Facebook) or do you follow (Twitter) some artists ?
10%
No
36%
Yes a few
54%
Yes a lot
8. FAN LOYALTY
Would you be interested in a loyalty program for your favorite artists?
10%
No
33%
Why not if I don't have to 67 % would be interested
make any effort
in a loyalty program
57%
Yes!
53% are willing to spend
more than they already do
Would you buy more products from one of your favorite artists if you
if they were rewarded for it
were rewarded for it? (yes answers)
40 The favorite rewards are
35 private concerts and
30 collector items
25
20
15
10
5
0
Yes for collector Yes for signed Yes for free Yes for concert Yes for private
CD/DVD/Vinyl products merchandising presale concerts
9. PROPENSITY FOR REWARDS
100% 250 220
90%
80% 200
70% 159
60% 150
117
50% Yes 93 No
40% 100
No Yes
30%
20% 50
10%
0
0%
Men Women
22 and less 23-26 27 and more
100%
90%
80% More than 60% of women are willing
70% to spend more if they were rewarded
60%
50% Yes
40%
No
The persons who are the most willing
30% to spend more if rewarded are
20%
10% already the persons that spends the
0% most in music
Men Women
10. PROPENSITY FOR A LOYALTY PROGRAM
100% 350
303
90% 300
80%
70% 250
60% 200
50% Yes 151
40% 150
108
No
30% 100
20%
50
10%
0% 0
22 and less 23-26 27 and more No Why not if I don't Yes !
have to make any
effort
100%
90%
80% More than 80% of are interested in a
70% loyalty program for their favorite artists
60%
50% Yes The loyalty program sounds more
40% No appealing to the 23-26
30%
20% The 22 and less are less interested in
10% a loyalty program than in rewards
0%
Men Women
11. 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 between
segments
A custumer segmentation could be defined under several axes:
Man/Woman; age; genre
A correlation between genre and type of rewards could be interesting
later on
People generally don’t buy merchandising, even those have a large
music budget: are the products visibe enough? Adapted to the customers
needs?
13. 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 playlists
pertinentes 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!), plutot
quelque chose qui vaut vraiment le coup type moins 50% sur des CD ou
autres.
Monter sur scène avec artiste favori
cours de guitare avec artiste favori
places 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.
14. 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 Puccino
qui 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.
15. AVERAGE ANNUAL CONCERT ATTENDANCE
10
9 9
8
7
6
5
5
4
3 The 22 and less age group attend
2
2 fewer concerts than the other groups
1
0
22 and less 23-26 27 and more Men attend more concerts than
women
7 6
6
5
4
4
3
2
1
0
Men Women
16. MUSIC SHARING
Do you share the music you like with your If yes, how?
friends?
Deezer, Spotify.... 17
By talking 62
7% 8%
Personal blog 3
Never
31% Rarely Specialized blog 2
Often
Every Day Twitter 8
54%
Facebook 53
0 10 20 30 40 50 60 70
17. LOYALTY PROGRAM IN GENERAL
Are you a member of some loyalty programm (miles, hairdresser…)?
Yes, I often use my points to get free gifts 4
Yes, I buy more oftenly in companies offering fidelity
6
programs
Yes, but it has no influence on my buying behavior 42
No (at east I never made the demand) 18
0 5 10 15 20 25 30 35 40 45
