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INCENTIVES FOR MUSIC FANS
Survey’s report – May 13th 2012
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
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
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
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
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
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
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
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
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
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?
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 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.
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.
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
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
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

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Survey 's report

  • 1. INCENTIVES FOR MUSIC FANS Survey’s report – May 13th 2012
  • 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