NIELSEN MUSIC 360 CHINA REPORT - Nielsen Global Media · music consumption, media behaviors, and...

1 NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS

N I E L S E N M U S I C 360 C H I N AR E P O R T H I G H L I G H T S


NIELSEN MUSIC 360 CHINA

At a time when consumers have unprecedented choice in, how they engage with content, marketers are championing music as a way to build emotional connections between brands and consumers. Whether activating through sponsorships, artist endorsements or music in ads, brand marketers understand that music can be a powerful tool.

While music provides a means to deepen the relationship with consumers, new markets are the means to grow the base. China, with its huge population and increasing affluence, is extremely desirable to brands. The Demand Institute projects that consumers in China will spend $56 trillion over the next decade, with a largely young, affluent, connected consumer base with disposable incomes leading the charge. So when it comes to marketing, how can brands connect to this highly Millennial population through music? The answer relies on understanding how Chinese consumers are interacting with music in their daily lives.

Nielsen Music 360 China is a landscape study of music fans and consumer behavior in China, providing an in-depth analysis of music consumption, media behaviors, and purchase behavior. The study provides brands, streaming services, and rights owners a tool to better understand Chinese music consumers and enable super-charged planning around activations, product development and strategies for audience growth.

The pages here represent a selection of highlights from the full Nielsen Music 360 China Report, which is available as a syndicated report. It can also be customized according to specific targets (e.g., demographic or device user) for further analyses. Additionally, the study can be made available through a cross-tab application.

Contact us today to find out more about the study. [email protected]

3NIELSEN 360 MUSIC REPORT - 2015 HIGHLIGHTS Copyright © 2016 The Nielsen Company

1

Millennials:69%

Millennials:82%

72%of the Chinese population listen to music

Average time per week spent listening to music

66%of music consumers listen on their smartphones

24%of music consumers listen on specialized headphones

Millennials:19 hrs

16 hrs

Millennials:28%

Total Time with Music - Typical WeekQ Which of the following activities, if any, have you done in the past 12 months? / Base: Total (2031), Millennials (1144)Q Thinking about a typical week, which of the following physical devices do you use to listen to music? / Base: Music Listeners & Device Owners – Total (1444), Millennials (926)

SOCIO-ECONOMIC FACTORS

Overall, 72% of the general population in China listens to music, and

they do so for an average of 16 hours per week, often on smartphones

and with specialized headphones. However, in China, there are distinct

music consumption behaviors that vary by income levels. Music 360

China respondents were separated into three distinct economic tiers

(1-3) for better analysis.

For more information on the Nielsen Music 360 China report, contact Nielsen today at [email protected].


2

TIER 1 TIER 2 TIER 3Includes Beijing, Shanghai, and

Guangzhou (N=728)Includes Shenyang, Chengdu, Nanjing, and Wuhan among

others (N=814)

Includes Jinzhou, Jiangmen, Ningbo, and Foshan among others

(N=489)

Average HH Income (USD): $33.8K



82% music listeners 74% music listeners 53% music listeners

19 hours listening per week



68% listen on smartphones



29% listen on tablet 21% listen on tablet 12% listen on tablet

35% listen with specialized headphones



Tier 1 respondents, with the highest average household incomes,

were the most engaged music listeners, spending more time and

more money on music than other tiers. They spend 18% of their total

entertainment expenditure on music and are more likely to listen to

English language music (particularly Jazz, Pop/Top 40 and Rock). Tier

2 allocate over one-quarter of their total music expenditure on physical

music formats (e.g., CDs), though over two-thirds say they use online

streaming services. And while Tier 3 consumers are only allocating 6%

of their total entertainment expenditure on music, they are nearly as

likely to listen to music on a smartphone as consumers in the more

aff luent tiers.



3

10%

49%

20%

53%

9%

67%

40%

73%

10%

72%

58%

83%

12%

75%

51%

91%

PHYSICAL MUSIC

ONLINE STREAMING

LIVE MUSIC ATTENDANCE

MUSIC LISTENERS

U.S CHINA (TIER 1) CHINA (TIER 2) CHINA (TIER 3)

While music is embedded in American culture (91% consumption rate),

it faces a more limited audience in China (72%), possibly due to socio-

economic circumstances. Yet when looking at comparable economic

levels, music listening and engagement is nearly as popular in China as it

is in the U.S. (83% consumption rate for the wealthiest regions in China).

Streaming in the U.S. is changing the landscape of the music business—

the amount of music streamed nearly doubled from 2014 to 2015. In

China, streaming is just as popular. In fact, 72% of Tier 1 music listeners

in China listen to an online streaming service in a typical week, in line

with 75% of U.S. music listeners. Physical music consumption (CDs,

vinyl, etc.) is similar in both regions at around 10%-12%.

For the wealthiest music listeners in China, live music attendance is

even more popular than it is in the U.S. Fifty-eight percent of Tier 1

respondents attend live music events, compared with 51% of the U.S.

general population. Only 20% of Tier 3 consumers attend live music

events.

COMPARING CHINA AND THE U.S.



4

70%

69%

66%

65%

59%

59%

48%

46%

43%

37%

26%

16%

16%

17%

18%

11%

11%

14%

PRODUCT PLACEMENT IN MUSIC VIDEOS

BRAND SPONSORS A CONCERT/TOUR

BRAND OFFERS FREE MUSIC DOWNLOADS

BRAND HOLDS A SWEEPSTAKES

BRAND FEATURES MUSIC YOU LIKE FROM SPECIFIC ARTIST

EXCLUSIVE CONTENT OR OPPORTUNITIES TO PURCHASE TICKETS

BRAND ALLOWS YOU TO REDEEM PROOFS OF PURCHASE FOR MUSIC DOWNLOADS

A BRAND SPONSORS A LIVE CHAT VIA SOCIAL NETWORK WITH AN ARTIST

PRODUCT PLACEMENT IN MUSIC COMPETITION SHOWS

MUCH/SOMEWHAT MORE FAVORABLY

MUCH/SOMEWHAT LESS FAVORABLY

Q. Below is a list of scenarios in which brands engage with music or music events. For each scenario please answer whether this would make you view the brand more or less favorably. Would each scenario make you view the brand...?Base: Total (2031)

Perception among Chinese consumers is generally favorable when a

brand is involved with music. When comparing different music-related

brand activations, net favorability is highest when brands offer free music

downloads and when they hold a sweepstakes.

BRAND INVOLVEMENT AND PERCEPTION


With a growing middle class population that loves music, China

may prove very attractive to brands that are looking to connect with

consumers through entertainment. It starts with fully understanding

how Chinese consumers are engaging with music, their shopping

attitudes and psychographics, and using these insights to plan

activations that meet these consumers where they’re most receptive.


METHODOLOGY

Data for this study was conducted Dec. 4 – Dec. 17, 2015, among 2,031

respondents, using both online and offline recruiting, in order to achieve a

representative sample of the population of China.

The survey was offered in simplified Chinese and data was weighted to

balance the sample based on age, gender and geographical location.

TO GET THE COMPLETE NIELSEN MUSIC 360 CHINA REPORT EMAIL [email protected] TODAY

6

U.S GEN POP 13+ (N=3305) CHINA GEN POP 13+ (N=2,031)

6

U.S GEN POP 13+ (N=3305) CHINA GEN POP 13+ (N=2,031)


ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global performance

management company that provides a comprehensive understanding

of what consumers watch and buy. Nielsen’s Watch segment provides

media and advertising clients with Total Audience measurement

services for all devices on which content — video, audio and text

— is consumed. The Buy segment offers consumer packaged goods

manufacturers and retailers the industry’s only global view of retail

performance measurement. By integrating information from its Watch

and Buy segments and other data sources, Nielsen also provides its

clients with analytics that help improve performance. Nielsen, an S&P

500 company, has operations in over 100 countries, covering more than

90% of the world’s population.

For more information, visit www.nielsen.com.

Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.15/9032

NIELSEN MUSIC 360 CHINA REPORT - Nielsen Global Media · music consumption, media behaviors, and...

Documents

Transcript of NIELSEN MUSIC 360 CHINA REPORT - Nielsen Global Media · music consumption, media behaviors, and...