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Rock the Chinese consumers with music

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Music can be a powerful tool engage and connect consumers. It can deepen the relationship with consumers, opening new markets can increase their numbers. The Demand Institute, a non-profit think tank that focuses on understanding how consumer demand is evolving around the world, projects that consumers in China will spend $56 trillion over the next decade, with a largely young, affluent, connected consumer base with disposable incomes leading the charge.According to Nielsen’s new Music 360 China report, 72% of the general population in China listens to music, and they do so for an average of 16 hours per week, mostly on a smartphone and professional headsets.The report showed that the population with the highest average household incomes (US$33,800) are the most engaged music listeners, spending more time and more money on music than the rest of the population.These “Tier 1” consumers generally live in cities like Beijing, Shanghai and Guangzhou. They spend 19 hours a week on average listening to music and 18% of their discretionary income on music. They were also the most likely to listen to English language music, particularly jazz, pop and rock.Not only are the Chinese consumers highly engaged with music, but they are generally favorable when a brand is involved, with the highest net favorability going to promotions that offer free music downloads or sweepstakes.The comparison between the Tier 1 group to U.S. music consumption found that for the wealthier consumers, music listening and engagement is nearly as popular in China as it is in the U.S. In the wealthiest cities and regions in China, music consumption reaches 83%.In fact, for the wealthiest music listeners in China, live music attendance is even more popular than it is in the U.S. Fifty-seven percent of Tier 1 respondents attend live music events, compared with 51% of the U.S general population.Streaming music online is also gaining traction in China, with 71% of Tier 1 listeners in China listen to an online streaming service in a typical week, in line with 75% of U.S. music listeners.

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