The value of the music lovers
Almost all of us enjoy music of some description and in some contexts. However, according to latest data from our TGI survey of consumer behaviour, a little over half the adult population of Britain (54%) assert that music is an important part of their life. You can be sure a huge proportion of these will be tuning into the BRIT Awards.
Agreement with this attitude of the importance of music tends more towards the younger end of the age spectrum, with 15-24 year olds 27% more likely to agree than the average and those aged 65+ 22% less likely.
Strong music purchasers and particularly keen to share their love of music
The love of music translates into purchase, with 20% of these music fans downloading an album in the past year (vs 15% of adults generally) and 16% buying a single (vs 12% of adults generally). They are also 60% more likely than the average adult to have spent £50 or more on music downloads in the past 12 months and 58% more likely to have spent this much on CDs.
Their differences to the average adult extend to them being significantly more likely to purchase almost all types of music compared to the average adult. Music genres they are especially more likely to purchase include alternative music (57% more likely), indie rock (55%) and metal (55%).
Not surprisingly, these music lovers enjoy discussing music with others. They are 49% more likely to have spoken to many different people about music in the past 12 months and, significantly, 65% more likely to feel it very likely they could convince others with their music views. They could thus act as an efficient conduit for brands seeking to promote specific music artists or genres.
Sponsorship and certain media types likely to engage particularly strongly
When it comes to engaging them effectively it is important to note that music fans are especially engaged by sponsorship. They are 40% more likely to say they tend to buy products from companies who sponsor exhibitions or music events and 35% more likely to buy from companies who sponsor TV programmes.
Certain other forms of advertising are also particularly likely to get noticed by them. They are 32% more likely to believe that advertising within video or computer gameplay enhances the realism of the game, 30% more likely to agree that out of home advertising changes their perceptions of a brand and 30% more likely to say they often notice the advertisements on the radio.
Having fun and standing out are important, but so are ethics
This is an audience that is markedly more likely to wish to stand out and have fun, but who also live according to ethical principles – something marketers would do well to be mindful of. TGI data reveals they are 34% more likely to say they like to stand out in a crowd, 28% more likely to agree the point of drinking is to get drunk and also 28% more likely say they would be prepared to pay more for environmentally friendly products. In addition, they are 26% more likely to believe it is worth paying more for organic food.