日本数字音乐播放器苹果apple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:

Apple

Music

usersin

JapanConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAppleMusicusersinJapan:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

AppleMusicusers

inJapan(’’brandusers’’)againstJapanesedigitalmusicbuyersingeneral(’’category

users’’),

and

theoverall

Japanese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Japan)•

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

insightsWith

a

user

share

of

37%,

Apple

Music

is

the

most

used

digital

music

service

inJapanManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinJapanAppleMusicAmazon

MusicSpotify37%36%28%YouTube

MusicLINEMUSICiTunes18%17%7%7%Rakuten

MusicAWA6%6%5%dhitsDeezer4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=142,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:<h1_time>Management

summary:

brandusagetimelineTimeline

of

digitalmusicbuyersusing

Apple

Music5Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=0

-

0Apple

Music

users,n=0

-

0digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:Apple

Music

users

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAppleMusicis

more

popularamongGeneration

Zthanother

digitalmusicservices.Safety

and

security

isless

important

toAppleMusicusers

thantoother

digitalmusicbuyers.Itstands

out

that43%

ofAppleMusicusers

think

it’simportanttoget

the

bestimage

and

soundquality.AppleMusicusers

access

theinternetviaasmart

speaker

more

often

thantheaverage

digital

musicbuyer.53%

ofAppleMusicusers

aremale.Financeand

economy

arerelativelyprevalent

interests

of

AppleMusicusers.11%

ofAppleMusicusers

areearlyadopters,

when

itcomes

toinnovation.Onsocial

media,

AppleMusicusersinteract

with

companies

more

oftenthan

other

digitalmusicbuyers.AppleMusichasalarger

share

ofuserswith

ahigh

income

than

other

digitalmusicservices.Arelatively

highshare

ofAppleMusicusers

think

thattheeconomic

situationisanissuethatneedstobeaddressed.Board

or

card

gamesare

relativelypopularhobbiesamong

AppleMusicusers.AppleMusicusers

remember

hearingadson

musicportalsand

streamingservices

more

often

thanotherdigitalmusicbuyers.AppleMusicusers

are

more

likely

to

liveinmedium-sized

towns

than

digitalmusicbuyersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Apple

Music

is

more

popular

among

Generation

Z

than

other

digital

musicservicesDemographic

profile:

generationsAgeof

consumersinJapanBrand

users38%30%26%6%6%Category

usersAllrespondents31%29%34%17%33%40%10%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=53,

Apple

Music

users,n=142,

digital

music

buyers,n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

Apple

Music

users

are

maleDemographic

profile:

genderGenderofconsumersinJapanBrand

users53%47%Category

usersAllrespondents56%44%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

Apple

Music

users,n=142,

digital

music

buyers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:49%

of

Apple

Music

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinJapan41%38%36%34%27%25%21%20%18%9%6%

6%4%

4%

4%Lower

secondary

Uppersecondary2%1%

1%0%

0%

0%Noformaleducation

/primary

schoolTechnical

/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=53,

Apple

Musicusers,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

has

a

larger

share

of

users

with

a

high

income

than

other

digitalmusic

servicesDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users44%32%24%Category

usersAllrespondents35%33%38%27%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=53,

Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Apple

Music

users

are

relatively

likely

tolive

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinJapanlive27%25%24%23%23%23%21%21%21%17%16%15%15%9%6%4%4%4%1%

1%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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=53,

Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

are

more

likely

to

live

in

medium-sized

towns

than

digitalmusic

buyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan43%36%35%24%24%20%18%16%15%14%14%13%10%8%4%4%2%0%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=53,

Apple

Music

users,

n=142,

digitalmusic

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Apple

Music

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users8%7%85%86%8%7%8%Category

usersAllrespondents

4%88%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=53,

Apple

Musicusers,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Apple

Music

users

than

to

other

digitalmusic

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan77%70%68%57%49%45%45%35%36%38%37%32%27%30%30%26%20%26%20%21%18%17%13%13%11%11%9%6%Tobesuccessful

Social

justice7%7%Havingagood

timeAhappyrelationshipMaking

myown

decisionsLearningnew

thingsAnhonest

andrespectable

lifeSafety

andsecurityTraditionsAdvancingmy

careerBrand

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=53,

Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Finance

and

economy

are

relatively

prevalent

interests

of

Apple

Music

usersConsumer

lifestyle:

main

interestsTop10

interestsofApple

MusicusersinJapan51%49%42%45%43%

41%39%43%42%34%37%36%35%34%33%28%32%30%26%26%25%16%25%23%23%22%23%15%22%14%Movies,TVshows&musicHealth

&fitnessFood

&diningTravelFashion&beautyFinance&economySportsVehicles

&mobilityScience

&technologyArts&literatureBrand

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=53,

Apple

Music

users,n=142,digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

Apple

Music

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAppleMusicusersinJapan47%41%38%34%33%32%30%29%28%27%24%23%25%24%23%23%21%20%19%18%18%Pets18%10%15%14%14%12%11%11%5%TravelingCooking/bakingVideo

gamingDoing

sportsandfitnessTech

/computersBoard

games/cardgamesReadingPhotographyCars/vehiclesBrand

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=53,

Apple

Music

users,n=142,digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

are

more

likely

to

go

hiking

than

other

digital

music

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAppleMusicusersinJapan13%13%11%9%9%9%9%8%8%8%8%8%8%7%6%6%6%6%5%5%4%4%3%3%3%3%3%2%2%1%Fitness,aerobics,cardioGolfHikingRunning/JoggingBaseball/SoftballBasketballCyclingSoccerSwimming/DivingDancingBrand

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=16,

AppleMusic

users,n=45,

digital

music

buyers,

n=563,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

are

more

likely

to

follow

basketball

than

other

digital

musicbuyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byApple

MusicusersinJapan23%21%19%16%16%15%15%11%11%11%10%9%9%9%9%9%8%8%6%6%6%6%4%3%3%3%2%2%2%Tabletennis1%CyclingSoccerBaseballBasketballTennisAthleticsMotorsportsBoxingGolf(track&field)Brand

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=17,Apple

Music

users,n=49,

digital

music

buyers,n=676,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

43%

of

Apple

Music

users

think

it’s

important

to

get

the

bestimage

and

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainJapan51%47%43%37%32%30%30%28%27%26%25%22%20%16%12%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentItistooexpensive

toafford

allthe

streaming

asitiseasier

tomanageservices

thatIwantIprefer

digitalcontentdevices

(TV,andsoundqualitysmartphone,

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=53,

Apple

Music

users,n=142,digital

music

buyers,

n=510,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Apple

Music

users

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan50%44%40%28%27%27%21%20%19%11%9%3%0%0%0%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=53,

Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Apple

Music

users

think

that

the

economic

situation

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Japan

accordingtoAppleMusicusers57%46%47%49%48%47%38%27%

31%26%30%25%27%25%28%28%26%23%21%19%24%25%18%19%19%21%21%21%20%18%EconomicsituationRising

prices/inflation/cost

of

livingEducationCrimeHealth

andsocial

security

foreign

affairsDefense

&EnvironmentPovertyUnemployment

ClimatechangeBrand

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=53,

Apple

Music

users,

n=142,

digital

music

buyers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Apple

Music

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users19%18%55%17%9%Category

usersAllrespondents50%15%18%11%52%13%23%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=53,

Apple

Music

users,n=142,

digitalmusic

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsApple

Music

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

digital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet96%

96%91%64%60%60%50%47%36%34%34%32%30%30%28%26%25%25%21%19%16%14%15%11%8%8%6%SmartphoneLaptopTabletGaming

consoleBrand

usersSmart

TVDesktop

PCStreaming

device

Smart

speakersSmartwatchCategory

usersAllrespondents27

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=53,Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Apple

Music

users

interact

with

companies

more

often

thanother

digital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

by

type51%44%43%39%36%36%31%24%30%29%27%26%25%17%25%25%23%23%23%22%22%11%22%13%21%19%9%15%15%13%6%11%4%10%10%8%Liked

postsbyotherusersFollowedpeopleSentprivatemessagesPostedpictures/videosCommentedon

postsSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

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=53,

Apple

Music

users,n=142,

digital

music

buyers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

tend

to

read

online

magazines

more

often

than

digital

musicbuyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinJapanhave

been

using

inthepast4weeks76%70%68%58%

58%54%53%43%40%

35%36%36%34%34%32%26%33%22%32%30%29%20%26%25%20%Daily22%21%14%21%20%9%13%6%TVDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesRadioMovies

/cinemaMagazinesOnlinemagazinesPodcastsWeeklynewspapers

newspapersBrand

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=53,

Apple

Musicusers,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

digital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAppleMusicusersinJapanhave

come

across

digital

advertisinginthepast4weeks40%40%38%

38%35%32%30%29%28%

26%24%26%25%24%23%23%23%23%21%21%19%14%18%15%15%15%12%10%9%8%Social

mediaVideo

portals

Search

enginesEditorialwebsitesandappsVideo

streaming

MusicportalsservicesOnlinestoresWebsitesandappsof

brandsNewslettersVideo

gamesBrand

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=53,Apple

Music

users,n=142,

digital

music

buyers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

Music

users

remember

ads

they

got

by

mail

more

often

than

other

digitalmusic

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks60%57%56%47%41%36%27%32%26%21%25%23%23%16%21%20%19%17%16%14%14%13%13%9%OnTVDirectly

inthestoreBy

mailshot

/

OnadvertisingOntheradioInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspapersadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads