NIELSEN
MUSIC 360
CHINA
REPORT
HIGHLIGHTS
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS
NIELSEN MUSIC 360 CHINA
At a time when consumers have unprecedented choice in, how they
engage with content, marketers are championing music as a way to
build emotional connections between brands and consumers. Whether
activating through sponsorships, artist endorsements or music in ads,
brand marketers understand that music can be a powerful tool.
While music provides a means to deepen the relationship with
consumers, new markets are the means to grow the base. China, with
its huge population and increasing affluence, is extremely desirable
to brands. The Demand Institute 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. So when it comes to marketing, how can brands connect to
this highly Millennial population through music? The answer relies on
understanding how Chinese consumers are interacting with music in
their daily lives.
Nielsen Music 360 China is a landscape study of music fans and
consumer behavior in China, providing an in-depth analysis of
music consumption, media behaviors, and purchase behavior. The
study provides brands, streaming services, and rights owners a tool
to better understand Chinese music consumers and enable supercharged planning around activations, product development and
strategies for audience growth.
The pages here represent a selection of highlights from the full
Nielsen Music 360 China Report, which is available as a syndicated
report. It can also be customized according to specific targets
(e.g., demographic or device user) for further analyses. Additionally,
the study can be made available through a cross-tab application.
Contact us today to find out more about the
study. [email protected]
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS
SOCIO-ECONOMIC FACTORS
Overall, 72% of the general population in China listens to music, and
they do so for an average of 16 hours per week, often on smartphones
and with specialized headphones. However, in China, there are distinct
music consumption behaviors that vary by income levels. Music 360
China respondents were separated into three distinct economic tiers
(1-3) for better analysis.
72%
of the Chinese
population listen
to music
Millennials:
82%
16 hrs
Average time per
week spent
listening to music
Millennials:
19 hrs
66%
of music consumers
listen on their
smartphones
Millennials:
69%
24%
of music consumers
listen on specialized
headphones
Millennials:
28%
Total Time with Music - Typical Week
Q Which of the following activities, if any, have you done in the past 12 months? / Base: Total (2031), Millennials (1144)
Q Thinking about a typical week, which of the following physical devices do you use to listen to music? / Base: Music Listeners & Device Owners – Total (1444), Millennials (926)
For more information on the Nielsen Music 360 China report,
contact Nielsen today at [email protected].
Copyright © 2016 The Nielsen Company
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Tier 1 respondents, with the highest average household incomes,
were the most engaged music listeners, spending more time and
more money on music than other tiers. They spend 18% of their total
entertainment expenditure on music and are more likely to listen to
English language music (particularly Jazz, Pop/Top 40 and Rock). Tier
2 allocate over one-quarter of their total music expenditure on physical
music formats (e.g., CDs), though over two-thirds say they use online
streaming services. And while Tier 3 consumers are only allocating 6%
of their total entertainment expenditure on music, they are nearly as
likely to listen to music on a smartphone as consumers in the more
affluent tiers.
TIER 1
TIER 2
TIER 3
Includes Beijing, Shanghai, and
Guangzhou (N=728)
Includes Shenyang, Chengdu,
Nanjing, and Wuhan among
others (N=814)
Includes Jinzhou, Jiangmen,
Ningbo, and Foshan among others
(N=489)
Average HH Income
(USD): $33.8K
Average HH Income
(USD): $19.6K
Average HH Income
(USD): $9.3K
82% music listeners
74% music listeners
53% music listeners
19 hours listening per
week
17 hours listening per
week
12 hours listening per
week
68% listen on
smartphones
67% listen on
smartphones
61% listen on
smartphones
29% listen on tablet
21% listen on tablet
12% listen on tablet
35% listen with
specialized headphones
20% listen with
specialized headphones
9% listen with specialized
headphones
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For more information on the Nielsen Music 360 China report,
contact Nielsen today at [email protected].
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS
COMPARING CHINA AND THE U.S.
While music is embedded in American culture (91% consumption rate),
it faces a more limited audience in China (72%), possibly due to socioeconomic circumstances. Yet when looking at comparable economic
levels, music listening and engagement is nearly as popular in China as it
is in the U.S. (83% consumption rate for the wealthiest regions in China).
Streaming in the U.S. is changing the landscape of the music business—
the amount of music streamed nearly doubled from 2014 to 2015. In
China, streaming is just as popular. In fact, 72% of Tier 1 music listeners
in China listen to an online streaming service in a typical week, in line
with 75% of U.S. music listeners. Physical music consumption (CDs,
vinyl, etc.) is similar in both regions at around 10%-12%.
For the wealthiest music listeners in China, live music attendance is
even more popular than it is in the U.S. Fifty-eight percent of Tier 1
respondents attend live music events, compared with 51% of the U.S.
general population. Only 20% of Tier 3 consumers attend live music
events.
MUSIC LISTENERS
53%
51%
LIVE MUSIC ATTENDANCE
20%
40%
ONLINE STREAMING
49%
PHYSICAL MUSIC
U.S
73%
83%
91%
58%
75%
72%
67%
12%
10%
9%
10%
CHINA (TIER 1)
CHINA (TIER 2)
CHINA (TIER 3)
For more information on the Nielsen Music 360 China report,
contact Nielsen today at [email protected].
Copyright © 2016 The Nielsen Company
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BRAND INVOLVEMENT AND PERCEPTION
Perception among Chinese consumers is generally favorable when a
brand is involved with music. When comparing different music-related
brand activations, net favorability is highest when brands offer free music
downloads and when they hold a sweepstakes.
70%
PRODUCT PLACEMENT IN MUSIC VIDEOS
37%
69%
BRAND SPONSORS A CONCERT/TOUR
BRAND OFFERS FREE MUSIC DOWNLOADS
BRAND HOLDS A SWEEPSTAKES
BRAND FEATURES MUSIC YOU LIKE FROM SPECIFIC ARTIST
26%
66%
16%
65%
16%
59%
17%
MUCH/SOMEWHAT LESS
FAVORABLY
59%
EXCLUSIVE CONTENT OR OPPORTUNITIES TO PURCHASE TICKETS
18%
48%
BRAND ALLOWS YOU TO REDEEM PROOFS OF PURCHASE FOR
MUSIC DOWNLOADS
11%
A BRAND SPONSORS A LIVE CHAT VIA SOCIAL NETWORK WITH
AN ARTIST
11%
PRODUCT PLACEMENT IN MUSIC COMPETITION SHOWS
MUCH/SOMEWHAT
MORE FAVORABLY
46%
43%
14%
Q. Below is a list of scenarios in which brands engage with music or music events. For each scenario please answer whether this would make you view the brand more or less favorably. Would
each scenario make you view the brand...?
Base: Total (2031)
With a growing middle class population that loves music, China
may prove very attractive to brands that are looking to connect with
consumers through entertainment. It starts with fully understanding
how Chinese consumers are engaging with music, their shopping
attitudes and psychographics, and using these insights to plan
activations that meet these consumers where they’re most receptive.
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For more information on the Nielsen Music 360 China report,
contact Nielsen today at [email protected].
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS
METHODOLOGY
Data for this study was conducted Dec. 4 – Dec. 17, 2015, among 2,031
respondents, using both online and offline recruiting, in order to achieve a
representative sample of the population of China.
The survey was offered in simplified Chinese and data was weighted to
balance the sample based on age, gender and geographical location.
U.S GEN POP 13+ (N=3305)
U.S GEN POP 13+ (N=3305)
CHINA GEN POP 13+ (N
CHINA GEN POP 13+ (N=2,031)
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Copyright © 2016 The Nielsen Company
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ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding
of what consumers watch and buy. Nielsen’s Watch segment provides
media and advertising clients with Total Audience measurement
services for all devices on which content — video, audio and text
— is consumed. The Buy segment offers consumer packaged goods
manufacturers and retailers the industry’s only global view of retail
performance measurement. By integrating information from its Watch
and Buy segments and other data sources, Nielsen also provides its
clients with analytics that help improve performance. Nielsen, an S&P
500 company, has operations in over 100 countries, covering more than
90% of the world’s population.
For more information, visit www.nielsen.com.
Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and
the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies.15/9032
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS
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NIELSEN MUSIC 360 CHINA REPORT - HIGHLIGHTS