SXSWorld
Issue link: https://sxsw.uberflip.com/i/130442
THE MUSIC FAN AND HOW TO REACH THEM At SXSW 2013, Nielsen presented the results of a survey of music buyers conducted in cooperation with SXSW. Nielsen asked 4,000 people, including 1,000 music listeners, 1,800 PledgeMusic users, and 1,200 SXSW attendees about such topics as their purchasing habits, wants and needs, as well as their use of technology and free content. Below is a snapshot of the survey results. To claim your copy of the full report, email shawn@sxsw.com. WHAT WAS FOUND A potential incremental $450M — $2.6B in music spending CONSUMPTION IS AT AN ALL-TIME HIGH 316M Overall Albums 193M Physical Albums 118M Digital Albums 1.3B Digital Tracks 74M Visit Mobile Music Sites Monthly 56% Discover Music via Radio More teens listen via YouTube than Radio NEW WAYS TO ENGAGE +10% +58% Time Spent Listening Kickstarter On Smartphones 37B Total Streams +253% Spotify Audience +36% VEVO Audience +92% Slacker Audience 161M Radio Spins 791B Audience 703K TV Video Spins PledgeMusic // ArtistShare // Pozible // Indiegogo Fansnextdoor // RocketHub // SellaBand Audience WHAT IS A FAN, AND HOW MANY OF THEM ARE OUT THERE? All other consumers spend $68 on music per year. 75% of all spending on music is from Fans Aficionado Fans (14%/$402 per year) Digital Fans (13%/$344 per year) Big Box Fans (13%/$182 per year) Very engaged, indie fans, wants content, always listening & discovering, very social, buys & listens via computer, active on social media, uses Apple Listens through Facebook, smartphones are their entertainment hub, influenced by reviews, uses Apple Likes music heard in movies, heavily influenced by any type of deal, likes brand endorsements, most don't own a smartphone FANS WANT TO CONNECT WITH THEIR FAVORITE ARTISTS I would like to know more about the creative process from the musicians I like I like it when I have the inside scoop about music SXSW 63% Pledgers 70% I would like to know what they are like as people, and how they live their lives 48 SXSW 76% Pledgers 70% Aficionados S X S W O R L D / M AY 2 0 1 3 Big Box Fans Digital Fans SXSW 81% Pledgers 70% 68% of Pledgers have listened to a concert via webcast in past 12 months, and would be willing to pay up to $27 per ticket Others % who agree they would like a deeper connection 52% of SXSW attendees have listened to a concert via webcast in past 12 months, and would be willing to pay up to $25 per ticket