Play on: Music is the Food of
Business
Quantitative survey results
December 4th, 2015
Key Findings
1•
Music has a very strong impact on Canadians’ experience of restaurants as well as grocery and retail stores
 Majority of Canadians say they are likely to enjoy their food and drink more and stay in a restaurant longer when
they hear music in a restaurant or see live music.
 More than half say hearing music in a grocery store makes their experience more enjoyable.
 More than half say they enjoy their shopping experience more when they hear music at a retail store.
 More than 2/3 of Canadians say the atmosphere created by music impacts their decision to return to or recommend
a restaurant to others.
 More than ¼ say they would have a negative reaction if they were in a restaurant with no music.
 Businesses with a music license agree music creates a more positive experience for their customers and impact
perceptions of their businesses.
 Those who have live music agree it creates a more festive atmosphere for their customers.
•
Canadians like to hear a variety of music types when eating in a bar or restaurant or shopping in a retail or grocery
store;
 Close to half say they like to hear a mix of everything in restaurants.
 Close to half like a mix of styles when it comes to grocery stores.
 More than half say they like to hear a mix of everything when shopping in retail stores.
 Two-thirds of business licensed to play with SOCAN say their customers like to hear a mix of everything.
•
The kind of impact that music has on Canadians differs with age;
 Older Canadians are more likely to say they prefer restaurants or retail / grocery stores with no music.
 Younger Canadians are more likely to agree they have gone to a bar /restaurant for the music they play.
 Millennials (aged 18-34) are more likely to say they would have a negative reaction to being in a restaurant without
music.
2
3
2
Hearing Music in a Restaurant
The majority of Canadians say hearing music
and seeing live music in a restaurant makes
them more likely to enjoy their food and
drink (78% and 75%) as well as stay in a
restaurant longer (70% and 75%).
% Very/somewhat likely to do the following when
hearing music in a restaurant:
78%
Enjoy your food/drink more
75%
70%
Stay in the restaurant longer
75%
As Canadians age a smaller percentage indicate
that music is likely to make them stay longer in
a restaurant.
Not surprisingly a higher percentage of those
aged 18-54 are more likely to say music in a
restaurant makes them more likely to share
their opinion on social media compared to
those aged 55 and over (29% vs. 16%).
44%
Invite your friends to join you
at the restaurant
57%
36%
Want to eat and drink more
Share your opinion or
experience on social media
Half of Canadians also say live music makes
them likely to eat or drink more (50%), while
over half say it makes them likely to invite their
friends to join them (57%).
50%
24%
Hearing music
35%
Hearing live music
Q1. When hearing music you enjoy in a restaurant, how likely are you to do each of the following. Q2. When hearing live music you enjoy in a restaurant,
how likely are you to do each of the following: Base: All respondents (n=1500)
4
Feelings Created by Lack of Music
Age:
28%
Report they would have a negative reaction if
they were at a restaurant without music, among
these……
Awkward
51%
Unlikely to return
43%
Confused
32%
24%
16% 11%
While many Canadians (49%) say they would
be feel indifferent about being at a restaurant
without music, 28% say they would have a
negative reaction to being in a restaurant
without music.
30%
The need to leave
20%
Anxious
Sad
47%
17%
9%
Millennials are more likely (47%) compared
to other age groups to report having a
negative reaction to being in a restaurant
without music.
Among those who say their reaction would be
negative; awkward (51%) and unlikely to
return (43%) are the most common.
Q3. If you were at a restaurant without music, which of the following, if any, would you feel? [Check all that apply] Base: All respondents / those
who would have a negative reaction to a restaurant without music (n=1500/377)
5
Types of Music Most Liked in Restaurants
Canadians like to hear a number of music styles
when eating in a restaurant.
Which of the following types of music do you like to hear
while eating in a restaurant?
A mix of everything
43%
Jazz/Blues
12%
Pop
12%
I prefer restaurants with no music
12% say they prefer no music at all. Those aged 65 and
over are more likely to say they prefer restaurants
with no music at all (33%) compared to other age
groups (9%).
28%
Rock
R&B/Hip-Hop
43% say they prefer to hear a mix of everything while
28% say they prefer to hear jazz / blues.
Any: 84%
7%
12%
Don’t know/prefer not to answer: 4%
Q4. Which of the following types of music, if any, do you like to hear while eating at a restaurant? Base: All respondents (n=1500)
6
Factors Influencing Return to a Restaurant
To what extent do the following impact your decision to return
to or recommend a restaurant?
% who somewhat / strongly agree
99% Quality of food and drink
97% Price of food and drink service
More than 2/3 of Canadians (68%)
agree the atmosphere created by
music impacts their decision to
return to or recommend a
restaurant.
97% Service
87% Location
73% Restaurant Décor
68% Atmosphere created by music
Q5. To what extent do you agree or disagree that each of the following impact your decision to return to or recommend a restaurant?
Base: All respondents (n=1500)
7
Music in Restaurants
To what extent do you agree with the following
statements?
% somewhat / strongly agree
76%
Most Canadians agree (76%) that
restaurants who match their
menu to the music they play
seem more authentic.
34%
Restaurants that play music matching their I have gone to a restaurant/bar because of
menu seem more authentic than those that
the music they play.
do not
Q6. To what extent do you agree or disagree with each of the following statements: Base: All respondents (n=1500)
8
Music in Restaurants
To what extent do you agree with the following statements?
% somewhat / strongly agree
Net: 38%
34%
32%
More than 1/3 (38%) of Canadians
agree knowledge of whether a
restaurant is paying their legal
and fair license fee for the music
they play would impact their
decision to go there.
If I knew a restaurant was paying its legal and If I knew a restaurant was not paying its legal
fair license fee for the music they play, it would and fair license fee for the music they play, it
affect my decision to go there.
would affect my decision to go there.
Q6. To what extent do you agree or disagree with each of the following statements: Base: All respondents (n=1500)
9
Music Type While Grocery Shopping
Which of the following types of music do you like to hear
while grocery shopping?
A mix of everything
49%
Pop
Rock
17%
Like in restaurants, Canadians like to hear a
number of music styles when shopping for
groceries.
About half (49%) say they prefer to hear a mix of
everything while 17% say they prefer to hear pop
music.
19% say they prefer no music at all. Those aged 5564 (22%) and those aged 65 and over (42%) are
more likely to say they like no music at all compared
to those aged 18-54 (13%).
10%
Any: 77%
Jazz/Blues
R&B/Hip-Hop
I prefer grocery stores with no music
9%
6%
19%
Don’t know/prefer not to answer: 4%
Q7. Which of the following types of music, if any, do you like to hear while grocery shopping? Base: All respondents (n=1500)
10
Hearing Music in a Grocery Store
Those very/somewhat likely to do the following when
hearing music in the grocery store:
Enjoy your shopping experience
more
58%
Dance or sing in the aisle
34%
Stay until the song you were
enjoying finished
33%
Slow down when you’re shopping
Stay in the grocery store longer
overall
More than half of Canadians
(58%) say they are likely to enjoy
their shopping experience more
when they hear music in the
grocery store.
28%
24%
Q8. When hearing music you enjoy in a grocery store, how likely are you to do each of the following Base: All respondents (n=1500)
11
Music at a Retail Store
Which of the following types of music do you like to hear
while at a retail store?
A mix of everything
52%
Pop
16%
Rock
Like in restaurants and grocery stores, Canadians
like to hear a number of music styles when
shopping in retail stores.
About half (52%) say they prefer to hear a mix of
everything while they shop and 16% say they prefer
to hear pop music.
15% say they prefer no music at all. Those aged 5564 (18%) and those aged 65 and over (37%) are more
likely to say they like no music at all compared to
those aged 18-54 (9%).
11%
Any: 81%
Jazz/Blues
R&B/Hip-Hop
10%
7%
I prefer stores with no music
15%
Don’t know/prefer not to answer: 4%
Q9. Which of the following types of music, if any, do you like to hear while at a retail store? [Check all that apply]Base: All respondents (n=1500)
12
Hearing Music in a Retail Store
Those very/somewhat likely to do the following when
hearing music in retail store:
Enjoy your shopping experience
more
57%
Stay until the song you were
enjoying finished
35%
Slow down when you’re shopping
34%
Stay in the store longer overall
32%
Dance or sing in the aisle
31%
Inquire about the music being
played
More than half of Canadians
(57%) say they are likely to
enjoy their shopping
experience more when they
hear music in a retail store.
25%
Q10. When hearing music you enjoy in a retail store, how likely are you to do each of the following Base: All respondents (n=1500)
13
Businesses with a Music License
Type of Business
Which type of business do you operate?
Bar/restaurant
42%
Hospitality Services
31%
Retail Store
Grocery Store
Other*
Nearly half (42%) of those
businesses licensed to play with
SOCAN surveyed were bar /
restaurant owners, while just
under two-thirds (31%) were in
the hospitality industry.
12%
2%
11%
*Other includes: automotive
dealership, art gallery, non-profit,
spa/massage therapy
Don’t know/prefer not to answer: 2%
Q1. Which type of business do you operate? Base: All business owners/licensees (n=270)
15
Music in Businesses
Which genre of music do your customers enjoy hearing most?
A mix of everything
66%
Jazz/Blues
Pop
Rock
Mirroring what Canadians say about
what they like to hear, two-thirds of
businesses with a music license
surveyed say their customers enjoy
hearing a mix of everything.
10%
7%
Any: 90%
5%
R&B/Hip-Hop
2%
They don’t want to hear music
3%
Don’t know/prefer not to answer: 6%
Q2. To the best of your knowledge, which genre of music do think your customers most enjoy hearing? Base: All business owners/licensees (n=270)
16
Music in Businesses
To what extent do you agree with the following
statements?
When I play music customers like, I believe this
helps create a more positive experience.
84%
When I play music customers like, they stay in my
store or restaurant longer.
63%
The music I play impacts whether or not
customers stay in my store or restaurant.
59%
The music I play impacts whether or not
customers will return to my store or restaurant.
55%
Customers have commented to me about the
music I play in my store or restaurant.
When I play music customers like, they spend
more money in my store or restaurant.
53%
A large majority of surveyed
Businesses licensed to play with
SOCAN (84%) agree that music
creates a more positive
experience for their customers.
More than half also agree that the
music they play impacts whether
(59%)and how long customers
stay (63%), as well as if they return
to their store or bar/restaurant
(55%).
More than half also agree that
customers have commented on
the music they play in their store
(53%).
42%
Q3. To what extent do you agree or disagree with each of the following statements, Base: All business owners/licensees (n=270)
17
Music in Businesses
Do you ever have live music in your place
of business?
41%
No
57%
Yes
More than half (57%) of
surveyed Businesses
licensed to play with
SOCAN said they at least
sometimes, have live
music at their place of
business.
Those in the Atlantic
provinces are more likely to
indicate that they have live
music in their place of
business when compared to
other Canadian provinces.
Don’t know/prefer not to answer: 2%
Q4. Do you ever have live music in your place of business? Base: All business owners/licensees (n=270)
18
Live Music in Businesses
To what extent to you agree or disagree with the
following statements?
% somewhat /strongly agree
Live music creates a more
festive atmosphere
88%
I feel good about employing
live musicians
Having live music attracts
more customers
Having live music gives us an
edge over our competition
73%
Among those who have live music in
their business, nearly nine out of ten
(88%) agree that live music creates a
more festive atmosphere.
A large proportion also agree (73%)
that they feel good about employing
live musicians.
More than half also agree that live
music attracts more customers to their
business (67%) and gives them an
edge over their competition (59%).
67%
59%
Q5. To what extent do you agree or disagree with each of the following statements, Base: Those who have live music in their place of business (n=153)
19
Methodology
INSTRUMENT
A survey of 1500 Canadians was completed online
between November 6th to November 22nd, 2015 using
Leger’s online panel, LegerWeb.
In addition to the Canadian public sample an additional
online survey of 270 businesses with a music license
with SOCAN was completed between Nov. 8th and
Nov. 27th.
QUALITY CONTROL
Stringent quality assurance measures allow Leger to
achieve the high-quality standards set by the company.
As a result, its methods of data collection and storage
outperform the norms set by WAPOR (The World
Association for Public Opinion Research). These
measures are applied at every stage of the project:
from data collection to processing, through to analysis.
We aim to answer our clients’ needs with honesty, total
confidentiality, and integrity.
Surveys were distributed to licensees via SOCAN
ONLINE PANEL
Leger’s online panel has approximately 475,000
members nationally – with between 10,000 and 20,000
new members added each month, and has a retention
rate of 90%.
Panel members are randomly selected to receive email
invitations to the individual surveys.
We ensure the protection of privacy via the usage of
unique URLs and respondent IDs in combination with
survey IDs.
For the general population sample, a probability
sample of the same size would yield a margin of error
of +/- 2.5%, 19 times out of 20.
While a probability sample among businesses with
licenses to play with SOCAN would yield a margin of
error of +/- 5.8%, 19 times out of 20.
www.leger360.com
Amal Yassir
Jessie Robertson
SOCAN
Senior Consultant
Communications & Marketing Specialist
O: 416-445-8700 ex. 3747
[email protected]
Communications and Public Affairs
O: 416-967-4548
[email protected]
Lisa Covens
Vice-President
Communications and Public Affairs
O: 416-964-4107
[email protected]