Pop Music Listeners - Psychographics

Goals

To build the psychographic profile of pop music listeners, including their consumer's attitudes, hobbies, spending habits, and values towards pop-music.

Early Findings

Hobbies and Lifestyle

  • The target audience for pop music tends to like other pop-related media, such as TV shows and musical films.
  • They also tend to be very fashionable.
  • Their hobbies include "sport, fashion and spending a lot of time on social media sites such as Facebook and Twitter."

Music Consumption

  • The target of pop music is usually the young generation, typically 16-25.
  • This age group spends about 180 minutes daily listening to music.
  • Their music listening is split between the following music consumption methods: FM/AM radio (17%), on-demand streaming (47%), digital downloads/files (18%), and satellite radio (9%), among others.
  • The on-demand music streaming platforms they use are YouTube (37%), Spotify (35%), Amazon Prime Music (5%), and Pandora Premium (5%).
  • The top means of music discovery for this age group are YouTube (54%) and recommendations from friends (37%).

Proposed next steps:

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