英国数字音乐播放器7digital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:

7digital

users

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of7digital

users

inthe

UnitedKingdom: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

7digitalusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKdigitalmusicbuyers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights7digital

ranks

tenth

among

digital

music

services

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesintheUKAmazon

MusicSpotify48%48%AppleMusiciTunes34%21%20%YouTube

MusicSoundCloudDeezer10%10%eMusic9%Napster6%5%7digital4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=2290,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

digital

music

buyers

using

7digital

stayed

the

same

since

Q2

of2022Management

summary:

brandusagetimelineTimeline

of

digitalmusicbuyersusing

7digital5%5%5%5%5%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=45

-

123

7digital

users,n=988

-

2290

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:7digital

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints7digital

ismore

popularamongMillennials

thanother

digital

musicservices.Success

and

career

advancement

arerelatively

important

to

7digital

users.Itstands

out

that55%

of7digital

usersthink

it’simportant

to

get

thebestimage

and

soundquality.7digital

usersaccess

theinternet

viaadesktop

PCmore

often

thantheaverage

digital

musicbuyer.Gaming

and

eSports

are

relativelyprevalent

interests

of

7digitalusers.7digital

ismore

popularamong

maledigitalmusicbuyersthan

female

digitalmusicbuyers.32%

of7digital

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

7digitalusers

interactwith

companies

more

often

than

otherdigitalmusicbuyers.Making

musicisarelatively

popularhobbyamong

7digital

users.33%

of7digital

users

think

thattheeconomic

situationisanissuethatneeds

to

beaddressed.7digital

hasalarger

shareof

users

withahighincome

than

other

digitalmusicservices.7digital

usersremember

seeing

adsinnewsletters

more

often

thanotherdigitalmusicbuyers.7digital

usersare

more

likely

toliveincitiesandurbanareas

than

digitalmusicbuyersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+7digital

is

more

popular

among

Millennials

than

other

digital

music

servicesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users26%26%67%7%

1%Category

usersAllrespondents45%23%6%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,all

respondentsSources:Consumer

Insights

Global

as

of

August

20237digital

is

more

popular

among

male

digital

music

buyers

than

female

digitalmusic

buyersDemographic

profile:

genderGenderofconsumersintheUKBrand

users68%32%Category

usersAllrespondents54%46%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=123,

7digital

users,n=2290,

digital

music

buyers,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

7digital

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK35%31%28%28%22%22%21%19%16%15%15%9%9%8%7%4%3%3%1%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=123,

7digitalusers,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

has

a

larger

share

of

users

with

a

high

income

than

other

digital

musicservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%28%20%Category

usersAllrespondents43%33%24%33%33%33%HighMiddleLow11

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=123,

7digital

users,n=2290,

digital

music

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

7digital

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive53%40%34%24%21%16%13%12%12%11%11%10%8%8%8%6%4%

4%Other2%

2%Multi-2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

are

more

likely

to

live

in

cities

and

urban

areas

than

digital

musicbuyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK34%27%26%24%21%20%19%18%17%16%14%12%10%10%9%9%7%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

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=123,

7digital

users,n=2290,

digitalmusic

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

7digital

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users8%89%3%3%3%Category

usersAllrespondents10%8%87%89%YesNoWould

rathernot

say14

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=123,

7digitalusers,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

7digital

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%58%49%42%41%38%38%38%37%35%34%32%33%33%31%29%25%24%28%27%26%26%24%18%15%15%13%13%9%

10%TobesuccessfulAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andSafety

andsecurityHavingagood

timeAdvancingmy

careerSocial

justiceLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents16

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=123,

7digital

users,n=2290,

digital

music

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

7digital

usersConsumer

lifestyle:

main

interestsTop10

interestsof7digital

usersintheUK56%55%43%40%39%

40%36%35%31%36%35%31%29%34%31%31%27%30%29%28%28%28%27%26%21%18%18%16%14%9%Science

&technologyFood

&diningSportsTravelFashion&beautyHealth

&fitnessGaming

&eSportsMovies,TVshows&musicVehicles

&mobilityCareer

&educationBrand

usersCategory

usersAllrespondents17

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=123,

7digital

users,n=2290,digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

7digital

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of7digital

usersintheUK37%37%34%37%36%35%34%33%32%32%31%29%29%30%28%28%28%27%26%25%

25%22%23%22%21%19%17%16%14%11%OutdooractivitiesTravelingMaking

musicVideo

gamingBoard

games/cardgamesCars/vehiclesCooking/bakingSocializingDIYandarts&craftsTech

/computersBrand

usersCategory

usersAllrespondents18

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=123,

7digital

users,n=2290,digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

are

more

likely

to

play

badminton

than

other

digital

music

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof7digital

usersintheUK24%19%19%18%18%17%14%15%14%13%12%12%12%12%11%10%10%9%7%6%6%4%4%4%4%3%3%4%3%2%BadmintonBasketballCricketCyclingFitness,aerobics,cardioAmericanFootball

/FlagFootballBaseball/SoftballHunting/FishingRunning/JoggingRugbyBrand

usersCategory

usersAllrespondents19

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=57,7digital

users,n=976,

digital

music

buyers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

are

more

likely

to

follow

basketball

than

other

digital

music

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

by7digital

usersinthe

UK26%26%19%15%15%14%14%12%12%11%11%9%

9%9%9%9%8%8%7%7%6%6%6%6%5%5%4%3%2%1%BasketballSoccerAmericanfootballBaseballCricketBoxingField

hockeyCyclingGolfMotorsportsBrand

usersCategory

usersAllrespondents20

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=38,7digital

users,n=804,

digital

music

buyers,

n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

55%

of

7digital

users

think

it

’s

important

to

get

the

best

imageand

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediaintheUK63%55%54%52%51%50%48%48%46%44%41%38%32%31%28%Itisimportant

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

music/movies

onallmy

afford

allthe

streamingIwant

to

access

myItistooexpensive

todevices

(TV,services

thatIwantsmartphone,

tablet,etc.)Brand

usersCategory

usersAllrespondents22

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=123,

7digital

users,n=2290,

digitalmusic

buyers,

n=4034,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

7digital

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK41%41%36%32%31%26%20%20%16%15%11%7%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=123,

7digital

users,

n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

7digital

users

think

that

the

economic

situation

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

to7digital

users63%56%48%45%40%39%37%30%30%36%36%36%35%33%34%34%33%31%30%25%23%30%28%26%26%25%25%24%23%23%EconomicsituationCrimeRising

prices/inflation/cost

of

livingFood

andwater

securityHousingClimatechangeEducationPovertyEnvironmentHealth

andsocial

securityBrand

usersCategory

usersAllrespondents24

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=123,

7digital

users,n=2290,

digital

music

buyers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

7digital

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users12%24%63%2%Category

usersAllrespondents23%23%34%34%26%10%37%14%LeftCenterRightPrefer

nottoanswer25

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=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints7digital

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averagedigital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%83%74%73%69%66%64%61%59%55%53%53%52%52%48%46%46%46%41%40%38%38%39%36%31%30%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersGaming

consoleCategory

usersSmartwatchTabletSmart

speakers

Streaming

deviceAllrespondents27

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=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

7digital

users

interact

with

companies

more

often

than

otherdigital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type55%

54%54%53%50%47%47%44%43%38%41%40%39%39%39%37%37%37%

34%35%33%29%33%27%31%30%28%22%20%15%8%7%5%3%2%1%FollowedpeopleFollowedcompaniesLiked

postsbyotherusersLikedcompanypostsPostedpictures/videosSentprivate

Commentedmessages

on

postsSharedpostsbyother

usersSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents28

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=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

tend

to

read

daily

newspapers

more

often

than

digital

musicbuyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks79%76%76%66%70%68%66%60%

60%60%59%58%58%55%52%50%46%45%35%43%37%40%38%31%34%33%31%26%27%23%18%18%15%DigitalvideocontentTVRadioMovies

/cinemaDailynewspapersMagazinesDigitalmusiccontentPodcastsOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

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=67,

7digital

users,n=1126,

digital

music

buyers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

remember

seeing

ads

in

newsletters

more

often

than

other

digitalmusic

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere7digital

usersintheUK

havecome

across

digitaladvertisinginthepast4weeks45%43%40%38%35%34%37%37%35%34%34%34%33%30%27%31%30%30%28%27%25%21%20%18%18%14%13%13%10%10%Video

portalsOnlinestores

Search

engines

Social

mediaVideo

gamesWebsitesandappsof

brandsEditorialwebsitesandappsNewslettersBlogs/forumsMusicportalsBrand

usersCategory

usersAllrespondents30

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=123,

7digital

users,n=2290,

digital

music

buyers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237digital

users

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

digital

music

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks52%51%48%44%43%41%41%38%36%35%34%33%32%33%32%24%29%29%27%22%21%19%18%18%OnTVInprinteddailynewspapersInprintedmagazinesandjournalsOnadvertisingspacesOntheradioDirectly

inthestoreBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought