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Research Outline
Prepared for Arash | Delivered March 28, 2020
Pop Music Listeners - Psychographics
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Goals
To build the psychographic profile of pop music listeners, including their consumer's attitudes, hobbies, spending habits, and values towards pop-music.
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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%
).
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