瑞典数字音乐播放器napster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:

Napster

users

inSwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofNapster

users

in

Sweden:

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

Napsterusers

inSweden

(’’brand

users’’)againstSwedish

digital

musicbuyers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

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

insightsNapster

ranks

tenth

among

digital

music

services

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinSwedenSpotifyYouTube

MusiciTunes81%17%16%15%AppleMusicSoundCloudAmazon

MusicBandcampQobuz11%9%7%6%6%4%DeezerNapster4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=1176,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

digital

music

buyers

using

Napster

grew

by1

percentage

pointsince

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

digitalmusicbuyersusing

Napster4%4%4%3%3%3%2021

Q32022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=30

-

51

Napster

users,

n=1158

-

1176

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:Napster

users

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsNapsteris

more

popularamongGeneration

Zthanother

digitalmusicservices.Success

and

career

advancement

arerelatively

important

to

Napster

users.Itstands

out

that57%

ofNapster

usersthink

it’simportant

to

get

thebestimage

and

soundquality.Napsterusers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

digital

musicbuyer.Gaming

and

eSports

are

relativelyprevalent

interests

of

Napsterusers.Napsteris

more

popularamong

maledigitalmusicbuyersthan

female

digitalmusicbuyers.24%

ofNapster

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Napsterusers

interactwith

companies

more

often

than

otherdigitalmusicbuyers.Carsor

vehicles

are

relatively

popularhobbiesamong

Napsterusers.Arelatively

highshare

ofNapsterusersthink

thatterrorism

isanissuethatneeds

to

beaddressed.Napsterhasalarger

share

ofusers

withalow

income

than

otherdigitalmusicservices.Napsterusers

remember

seeing

adsonwebsites

andapps

of

brandsandproducts

more

often

than

other

digitalmusicbuyers.Napsterusers

are

more

likely

toliveinlarge

citiesthandigitalmusicbuyersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Napster

is

more

popular

among

Generation

Z

than

other

digital

music

servicesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users37%43%20%0%Category

usersAllrespondents24%41%29%6%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Napster

is

more

popular

amongmale

digital

music

buyers

than

female

digitalmusic

buyersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users76%24%Category

usersAllrespondents54%46%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Napster

users,n=1176,

digital

music

buyers,n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202333%

of

Napster

users

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinSweden33%25%24%23%21%21%18%16%16%15%14%14%14%12%10%8%6%5%2%2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/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=51,

Napsterusers,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

has

a

larger

share

of

users

with

a

low

income

than

other

digital

musicservicesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users31%36%33%Category

usersAllrespondents39%33%28%33%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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Napster

users

are

relatively

likely

to

livein

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live31%29%27%26%26%24%19%16%14%12%11%11%10%10%10%9%8%3%

3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=51,

Napster

users,n=1176,

digital

music

buyers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

are

more

likely

to

live

in

large

cities

than

digital

music

buyers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden57%42%42%31%31%29%17%18%11%10%10%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

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=51,

Napster

users,n=1176,

digitalmusic

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

202318%

of

Napster

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users18%71%12%Category

usersAllrespondents11%82%7%9%82%9%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=51,

Napsterusers,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Napster

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%57%51%47%

47%42%43%39%37%36%36%34%33%33%31%30%27%25%24%22%22%21%20%18%16%14%10%

10%9%8%Safety

andsecurityHavingagood

timeAhappyrelationshipTobesuccessful

Social

justiceAnhonest

andrespectable

lifeTraditionsMaking

myown

decisionsAdvancingmy

careerLearningnew

thingsBrand

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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Napster

usersConsumer

lifestyle:

main

interestsTop10

interestsofNapster

usersinSweden54%

54%49%49%47%44%43%37%37%37%36%35%35%30%29%33%

31%28%32%31%31%32%29%27%23%22%20%20%15%11%SportsHealth

&fitnessFood

&diningMovies,TVshows&musicFinance&economyCareer

&educationVehicles

&mobilityHome

&gardenTravelGaming

&eSportsBrand

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=51,

Napster

users,

n=1176,digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Napster

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofNapsterusersinSweden43%43%

43%42%41%34%33%35%34%34%33%33%29%31%29%29%29%27%27%27%26%23%22%22%

22%20%19%19%15%14%Cars/vehiclesReadingTravelingWritingBoard

games/cardgamesOutdooractivitiesPetsDIYandarts&craftsGardeningandplantsSocializingBrand

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=51,

Napster

users,n=1176,digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

are

more

likely

to

play

basketball

than

other

digital

music

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofNapster

usersinSweden22%18%18%18%16%16%15%14%14%14%12%12%10%10%9%9%7%7%7%6%6%5%5%4%2%2%2%1%1%1%CyclingBasketballSoccerBadmintonCricketDancingHikingHunting/FishingAmericanFootball

/Baseball/SoftballFlagFootballBrand

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=18,Napster

users,n=521,

digital

music

buyers,

n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

are

more

likely

to

follow

cricket

than

other

digital

music

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byNapsterusersinSweden25%22%22%22%22%18%18%16%14%12%12%12%10%9%6%5%5%4%4%3%4%3%3%3%3%3%2%2%2%1%Athletics(track&

field)BaseballCricketBoxingSoccerCyclingBasketballAmericanfootballGolfGymnasticsBrand

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=25,Napster

users,n=436,

digital

music

buyers,

n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

57%

of

Napster

users

think

it’s

important

to

get

the

best

imageand

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSweden68%58%57%57%55%55%51%51%49%45%42%42%

41%37%36%Itisimportant

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

asitiseasier

tomanage

afford

allthe

streamingIprefer

digitalcontentItistooexpensive

todevices

(TV,services

thatIwantsmartphone,

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=51,

Napster

users,n=1176,

digitalmusic

buyers,

n=2025,

all

respondentsConsumer

Insights

Global

as

of

August

202324%

of

Napster

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden39%38%35%26%24%22%22%21%20%20%16%11%4%2%1%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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Napster

users

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoNapster

users61%58%43%40%38%37%

32%31%37%36%34%29%34%33%33%32%31%31%25%25%29%28%27%26%25%24%22%21%21%20%CrimeEnvironmentPovertyCivilrightsImmigration

ClimatechangeTerrorismDefense

&EducationHealth

andforeign

affairssocial

securityBrand

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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Napster

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users24%20%55%37%2%Category

usersAllrespondents26%27%11%26%26%34%15%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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsNapster

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

digital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet93%92%80%73%72%71%67%67%63%60%59%57%53%52%50%49%47%45%43%42%39%37%32%32%25%24%19%SmartphoneLaptopTabletSmart

TVGaming

consoleCategory

usersDesktop

PCSmartwatchSmart

speakers

Streaming

deviceBrand

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=51,Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Napster

users

interact

with

companies

more

often

than

otherdigital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type70%66%65%64%55%53%51%49%47%47%46%45%45%45%36%43%42%41%30%39%31%31%31%29%29%

29%28%23%17%14%7%5%6%4%2%0%SharedcompanypostsSentprivate

Liked

postsFollowedpeopleCommentedon

postsLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersPosted

texts/statusPostedpictures/videosIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

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=51,

Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

tend

to

read

daily

newspapers

more

often

than

digital

musicbuyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks78%72%71%71%69%63%67%67%63%62%60%59%57%57%52%47%47%47%44%40%40%40%32%32%31%31%30%16%27%20%

18%19%14%Movies

/cinemaTVDailynewspapersRadioDigitalvideocontentMagazinesDigitalmusiccontentPodcastsWeeklynewspapersOnlinenewswebsitesOnlinemagazinesBrand

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=30,

Napster

users,n=595,

digital

music

buyers,

n=6071,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

more

often

than

other

digital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereNapsterusersinSweden

havecome

across

digitaladvertisinginthepast4weeks45%44%44%43%43%41%39%38%35%34%33%31%31%29%29%27%27%27%25%24%24%24%21%20%19%19%

19%18%16%14%OnlinestoresWebsitesandappsof

brandsNewslettersSocial

mediaVideo

portals

Search

engines

Video

gamesMusicportals

Video

streamingservicesBlogs/forumsBrand

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=51,Napster

users,n=1176,

digital

music

buyers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Napster

users

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

digital

music

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks45%44%44%43%42%41%41%34%41%40%39%40%35%31%31%31%30%30%24%22%22%21%20%17%Directly

inthestoreInprinteddailynewspapersAtthemovies/cinemaOntheradioOnTVOnadvertising

By

mailshot

/Inprintedmagazinesandjournalsspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads