瑞士数字音乐软件潘多拉pandora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:

Pandora

users

inSwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPandorausers

inSwitzerland:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Pandorausers

inSwitzerland

(’’brandusers’’)

againstSwiss

digitalmusicbuyersingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Switzerland)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

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

insightsPandora

ranks

eighth

among

digital

music

services

in

SwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinSwitzerlandSpotifyAppleMusicAmazon

MusiciTunes49%30%26%23%21%YouTube

MusicDeezer12%11%IDAGIO-Classical

MusicPandora9%8%8%NapsterALDIMusic4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=757,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:Pandora

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPandora

ismore

popularamongGeneration

Xthanother

digital

musicservices.Ahappy

relationship

isless

important

to

Itstands

out

thatonly

36%

ofPandoraPandora

users

access

theinternet

viaatabletless

often

thanthe

average

digitalmusicbuyer.Pandora

users

thantoother

digitalmusicbuyers.users

saythatdigitalservices

allowthemtodiscover

new

andexcitingcontent.Pandora

hasmore

male

than

femaleusers.Sportsisarelatively

prevalent

interestof

Pandorausers.Onsocial

media,

Pandorausers

interactwith

companies

more

often

than

otherdigitalmusicbuyers.32%

ofPandora

users

areinnovators

orearly

adoptersof

new

products.Pandora

hasalarger

shareof

userswith

Photography

isarelatively

popularahighincome

than

other

digitalmusicservices.hobbyamong

Pandorausers.Arelatively

highshare

ofPandora

usersthink

thatunifying

thecountry

is

anissuethatneedstobeaddressed.Pandora

users

remember

seeing

adsonblogs

and

forums

more

often

thanother

digitalmusicbuyers.Pandora

users

are

more

likely

toliveinmedium-sized

towns

than

digitalmusicbuyersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Pandora

is

more

popular

among

GenerationX

than

other

digital

music

servicesDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users9%42%38%11%9%Category

usersAllrespondents21%38%32%18%35%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=66,

Pandora

users,n=757,

digital

music

buyers,

n=7804,all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Pandora

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users56%44%45%Category

usersAllrespondents55%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=66,

Pandorausers,n=757,

digital

music

buyers,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Pandora

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland36%35%29%26%25%23%21%21%20%10%9%8%7%6%5%3%3%3%

3%2%2%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=66,

Pandorausers,n=757,

digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Pandora

has

a

larger

share

of

users

with

a

high

income

than

other

digital

musicservicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users42%34%24%Category

usersAllrespondents36%33%32%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=66,

Pandora

users,n=757,

digital

music

buyers,n=7804,allrespondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Pandora

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live39%28%27%26%23%20%17%15%14%14%13%12%11%8%7%8%5%5%5%3%2%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=66,

Pandorausers,n=757,

digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pandora

users

are

more

likely

to

live

in

medium-sized

towns

than

digital

musicbuyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland35%33%32%29%26%25%24%24%23%20%20%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

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=66,

Pandora

users,n=757,

digitalmusic

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Pandora

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users8%8%6%89%87%3%Category

usersAllrespondents5%86%8%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=66,

Pandorausers,n=757,

digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Pandora

users

than

to

other

digitalmusic

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%45%42%40%39%39%37%36%35%32%35%29%33%32%28%32%31%29%29%25%27%

27%27%24%21%20%16%13%15%14%Havingagood

timeLearningnew

thingsTobesuccessful

Anhonest

andMaking

myAhappyrelationshipSafety

andsecuritySocial

justiceTraditionsAdvancingmy

careerrespectable

life

own

decisionsBrand

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=66,

Pandora

users,n=757,

digital

music

buyers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

Pandora

usersConsumer

lifestyle:

main

interestsTop10

interestsofPandora

usersinSwitzerland46%41%40%40%40%39%38%33%35%34%31%30%27%26%30%27%27%26%23%26%

26%26%26%25%24%23%20%20%20%20%SportsMovies,TVshows&musicHealth

&fitnessFinance&economyTravelHome

&gardenFamily

&parentingFood

&diningPolitics&societyandcurrentworld

eventsVehicles

&mobilityBrand

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=66,

Pandora

users,n=757,digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongPandora

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPandora

usersinSwitzerland41%40%39%

39%38%38%34%33%34%33%32%31%29%25%26%24%23%23%23%23%

20%19%23%23%22%21%20%19%16%15%TravelingPhotographyCars/vehiclesOutdooractivitiesCooking/bakingDoing

sportsandfitnessMaking

musicMeditation/wellnessSocializingTech

/computersBrand

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=66,

Pandorausers,n=757,digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pandora

users

are

more

likely

to

play

cricket

than

other

digital

music

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPandora

usersinSwitzerland20%18%16%16%15%15%14%13%13%12%11%11%11%11%11%9%9%9%9%9%9%8%7%7%6%6%5%4%3%3%BasketballBadmintonBaseball/SoftballCricketCyclingDancingFitness,aerobics,cardioGolfHikingRunning/JoggingBrand

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=24,Pandora

users,n=368,

digital

music

buyers,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pandora

users

are

more

likely

to

follow

boxing

than

other

digital

music

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byPandora

usersinSwitzerland18%14%12%12%10%9%9%9%

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

hockeyGymnasticsIceHockeyTabletennisAthletics(track&

field)CricketBrand

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=23,Pandora

users,n=249,

digital

music

buyers,n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

only

36%

of

Pandora

users

say

that

digital

services

allow

themto

discover

new

and

exciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSwitzerland54%48%46%45%46%43%43%39%38%36%35%32%31%30%27%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=66,

Pandorausers,n=757,

digitalmusic

buyers,

n=1298,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Pandora

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland43%41%39%30%26%21%20%20%15%15%14%12%2%1%1%InnovatorsEarly

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=66,

Pandorausers,n=757,

digital

music

buyers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Pandora

users

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoPandora

users31%31%30%30%27%27%26%24%22%21%21%21%21%21%17%21%19%18%18%18%17%16%13%12%11%11%10%9%9%9%EnvironmentUnifyingthecountryEconomicsituationCivilrightsFood

andwater

security

social

securityHealth

andTerrorismCrimeEducationGovernmentdebtBrand

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=66,

Pandora

users,n=757,

digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Pandora

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users18%18%17%23%53%6%Category

usersAllrespondents31%38%12%32%34%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=66,

Pandorausers,n=757,

digital

music

buyers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPandora

users

access

the

internet

via

a

tablet

less

often

than

the

average

digitalmusic

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%

89%80%70%68%58%53%52%49%48%48%47%45%45%43%36%34%33%30%30%28%28%27%27%25%22%17%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersSmartwatchTabletSmart

speakers

Streaming

device

Gaming

consoleCategory

usersAllrespondents26

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=66,Pandora

users,n=757,

digital

music

buyers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Pandora

users

interact

with

companies

more

often

than

otherdigital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%45%43%39%41%

41%40%38%31%37%36%32%36%36%36%33%32%

27%27%29%25%29%27%27%25%26%22%18%20%16%9%7%6%5%2%0%Posted

texts/statusPostedpictures/videosFollowedcompaniesLikedcompanypostsCommentedon

postsSharedpostsbyother

usersSentprivate

Liked

postsFollowedpeopleSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

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=66,

Pandora

users,n=757,

digital

music

buyers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pandora

users

tend

to

watchdigital

video

content

less

often

than

digital

musicbuyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks70%70%64%63%55%57%56%53%

55%50%50%42%43%48%48%41%47%47%46%45%44%38%43%39%32%38%27%37%32%29%23%22%21%Movies

/cinemaTVRadioDailynewspapersDigitalvideocontentMagazinesDigitalmusiccontentPodcastsWeeklynewspapersOnlinenewswebsitesOnlinemagazinesBrand

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=60,

Pandora

users,n=606,

digital

music

buyers,

n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pandora

users

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

digital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePandora

usersinSwitzerland

havecome

across

digitaladvertisinginthepast4weeks42%38%

40%36%39%37%36%35%30%26%24%27%27%24%26%26%22%25%19%25%23%22%23%21%17%21%20%18%18%13%Blogs/forumsSearch

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gamesSocial

mediaVideo

portalsNewsletters

Video

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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=66,Pandora

users,n=757,

digital

music

buyers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023<h1_advertising_non_digital>Marketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks42%38%

38%41%40%36%35%31%35%34%32%32%32%30%30%26%29%29%

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the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi