南非数字音乐soundcloud用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSDigital

music:

SoundCloud

usersin

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSoundCloud

usersinSouthAfrica:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

SoundCloudusersinSouthAfrica

(’’brandusers’’)

againstSouthAfricandigitalmusicbuyersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSoundCloud

ranks

seventh

among

digital

music

services

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinSouth

AfricaSpotifyYouTube

MusiciTunes67%64%29%28%AppleMusicDeezer18%15%JOOXSoundCloudAmazon

MusicAudiomackMTN

MusicTime!15%15%10%6%4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=697,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:SoundCloud

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSoundCloudhasahighshareof

usersBeing

successful

ismore

important

tothatare

partofGeneration

Zcompared

SoundCloudusers

thantootherdigitalItstands

out

that75%

ofSoundCloudusers

saythatdigitalservices

allowthemtodiscover

new

andexcitingcontent.SoundCloudusers

access

theinternetviaasmart

speaker

more

often

thantheaverage

digital

musicbuyer.tothetotalonline

population.musicbuyers.SoundCloudismore

popularamongmale

digital

musicbuyers

than

femaledigitalmusicbuyers.Sportsisarelatively

prevalent

interestof

SoundCloudusers.Onsocial

media,

SoundCloudusersinteract

with

companies

more

oftenthan

other

digitalmusicbuyers.38%

ofSoundCloud

usersareinnovators

or

early

adopters

ofnewproducts.Socializing

is

arelatively

popularhobbyConsumers

withahighincome

make

up

among

SoundCloudusers.36%

ofSoundCloud

users.SoundCloudusers

remember

seeingadson

editorial

websites

and

appsmore

often

than

other

digitalmusicbuyers.Arelatively

highshare

ofSoundCloudusers

think

thatcrime

isanissuethatneeds

to

beaddressed.SoundCloudusers

aremore

likely

to

liveinmegacities

than

digitalmusicbuyersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+SoundCloud

has

a

high

share

of

users

that

are

part

of

Generation

Z

comparedto

the

total

online

populationDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users43%48%8%

0%Category

usersAllrespondents41%44%13%2%36%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,n=697,

digital

music

buyers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023SoundCloud

is

more

popular

among

male

digital

music

buyers

than

femaledigital

music

buyersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users65%35%Category

usersAllrespondents55%54%45%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,

digital

music

buyers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202351%

of

SoundCloud

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa44%39%35%35%32%27%21%

21%

20%5%5%5%2%2%2%1%1%1%0%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=106,SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Consumers

with

a

high

income

make

up

36%

of

SoundCloud

usersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users36%35%36%27%Category

usersAllrespondents35%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202324%

of

SoundCloud

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive30%30%26%24%20%

20%17%

17%16%11%11%9%9%9%9%8%8%8%7%6%5%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfrom

in

thepast

12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

are

more

likely

to

live

in

megacities

than

digital

music

buyersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa37%35%34%21%20%19%16%

16%16%13%13%

13%11%9%8%7%

8%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,n=697,digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

SoundCloud

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users8%81%11%10%11%Category

usersAllrespondents9%80%8%81%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloudusers,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

SoundCloud

users

than

to

other

digitalmusic

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa70%63%61%48%45%47%38%41%40%40%41%41%29%28%32%30%29%27%22%23%20%14%13%13%10%9%8%

8%6%4%Tobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityAhappyrelationshipAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past12months?";

Multi

Pick;Base:n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

SoundCloud

usersConsumer

lifestyle:

main

interestsTop10

interestsofSoundCloud

usersinSouth

Africa70%67%63%62%61%61%59%57%58%57%54%53%53%53%53%51%51%51%49%48%47%46%44%44%

43%40%37%41%39%37%Movies,TVshows&musicCareer

&educationFood

&diningHealth

&fitnessFinance&economySportsScience

&technologyTravelVehicles

&mobilityFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:

n=106,

SoundCloud

users,

n=697,digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

SoundCloud

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSoundCloud

usersinSouth

Africa59%58%58%50%49%52%50%49%49%48%47%43%42%41%39%36%40%39%39%31%40%38%37%37%35%30%29%28%21%17%SocializingOutdooractivitiesTech

/computersCooking/bakingReadingDoing

sportsandfitnessCars/vehiclesVideo

gamingTravelingMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

or

streaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

otherdigital

music

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSoundCloud

usersinSouth

Africa33%29%25%25%21%21%19%19%19%18%18%17%17%17%16%15%15%

14%14%14%14%11%11%10%10%9%8%8%7%6%Fitness,aerobics,cardioSoccerDancingRunning/JoggingHikingCyclingSwimming/DivingYoga

/PilatesBasketballCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=71,SoundCloud

users,n=720,

digital

music

buyers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

are

more

likely

to

follow

soccer

than

other

digital

musicbuyersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySoundCloud

usersinSouth

Africa54%38%37%32%32%27%25%24%22%21%21%19%19%19%18%17%16%14%14%13%13%11%11%11%9%9%9%8%7%6%SoccerRugbyCricketBoxingMotorsportsTennisGolfSwimming/divingBasketballAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=65,SoundCloud

users,n=661,

digital

music

buyers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

75%

of

SoundCloud

users

say

that

digital

services

allow

themto

discover

new

and

exciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSouth

Africa85%82%81%77%75%71%66%61%60%58%55%52%31%26%25%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

afford

allthe

streamingservices

thatIwantItistooexpensive

todevices

(TV,andsoundqualitysmartphone,

tablet,etc.)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,digital

music

buyers,

n=2036,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

SoundCloud

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa43%41%36%35%24%23%20%18%18%16%15%5%3%Innovators2%2%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

SoundCloud

users

think

that

crime

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoSoundCloud

users86%87%86%86%73%78%78%77%72%61%65%

68%59%66%60%57%54%62%52%60%58%55%55%46%45%53%51%51%47%45%CrimeUnemploymentPovertyEconomicsituationRising

prices/inflation/cost

of

livingFood

andwater

securityEducationHealth

andsocial

securityGovernmentdebtHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfrominthe

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,n=697,

digital

music

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

SoundCloud

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users26%27%40%26%7%Category

usersAllrespondents30%30%30%14%29%23%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youboughtmusic

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

SoundCloud

users,n=697,

digitalmusic

buyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSoundCloud

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

digital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet98%95%

95%88%80%77%62%59%54%52%48%46%43%42%42%36%31%30%29%26%25%24%24%20%19%15%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Streaming

device

Smart

speakersAllrespondentsSmartwatchCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,

n=697,

digital

music

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

SoundCloud

users

interact

with

companies

more

often

thanother

digital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype78%76%68%64%73%64%69%61%67%63%63%62%61%60%60%49%58%47%58%52%

52%49%45%49%48%46%46%42%30%27%6%5%4%1%

1%0%Liked

postsbyotherusersFollowedpeopleCommented

Sentprivateon

posts

messagesPostedpictures/videosPosted

texts/statusLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloud

users,

n=697,

digital

music

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

tend

to

read

weekly

newspapers

more

often

than

digitalmusic

buyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks87%83%79%81%78%78%77%75%73%65%68%60%

60%59%47%49%48%39%48%36%46%33%40%31%36%22%34%33%25%29%27%20%17%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersMovies

/cinemaBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

SoundCloudusers,n=697,

digital

music

buyers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

digital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSoundCloud

usersinSouth

Africa

havecome

across

digital

advertisinginthepast4weeks61%63%54%60%59%58%57%55%47%44%

44%39%43%42%39%36%41%41%39%38%38%37%33%31%

31%30%29%26%23%20%Social

mediaVideo

portalsOnlinestores

Search

engines

Video

games

Video

streamingservicesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;

Base:n=106,

SoundCloud

users,

n=697,

digital

music

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023SoundCloud

users

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

digital

music

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks54%47%53%45%48%38%48%45%44%44%44%37%35%27%35%28%

28%34%24%26%21%17%11%9%OnadvertisingspacesDirectly

inthestoreOntheradioOnTVBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

serv