德国数字音乐播放软件bandcamp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:

Bandcamp

usersin

GermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBandcamp

users

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Bandcampusers

inGermany

(’’brandusers’’)

againstGerman

digitalmusicbuyersingeneral(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

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

insightsBandcamp

ranks

ninth

amongdigital

music

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinGermanySpotifyAmazon

MusicAppleMusicYouTube

MusiciTunes50%45%24%19%14%13%DeezerALDIMusicSoundCloudBandcampNapster8%7%6%5%4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=1482,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:Bandcamp

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBandcamp

ismore

popularamongMillennials

thanother

digital

musicservices.Ahappy

relationship

isless

important

to

Itstands

out

that38%

ofBandcampBandcamp

usersaccess

theinternet

viaadesktop

PCmore

often

thantheaverage

digital

musicbuyer.Bandcamp

usersthanto

other

digitalmusicbuyers.users

saythatit’stooexpensive

toafford

allstreaming

services

they

want.Bandcamp

ismore

popularamong

male

Bandcamp

usersare

more

interested

in23%

ofBandcamp

users

areearlyadopters,

when

itcomes

toinnovation.Onsocial

media,

Bandcampusersinteract

with

companies

more

oftenthan

other

digitalmusicbuyers.digitalmusicbuyersthan

female

digitalmusicbuyers.artsandliterature

thanother

digitalmusicbuyers.36%

ofBandcamp

users

think

thatclimate

changeisanissuethatneeds

tobeaddressed.Bandcamp

hasalarger

shareof

userswith

ahigh

income

than

other

digitalmusicservices.Making

musicisarelatively

popularhobbyamong

Bandcamp

users.Bandcamp

usersremember

seeing

adson

search

engines

less

often

thanotherdigitalmusicbuyers.Bandcamp

usersare

more

likely

toliveinlargecities

than

digitalmusicbuyersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bandcamp

is

more

popular

amongMillennials

than

other

digital

music

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users29%53%15%3%Category

usersAllrespondents25%44%26%5%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=91,

Bandcamp

users,n=1482,

digital

music

buyers,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Bandcamp

is

more

popular

amongmale

digital

music

buyers

than

female

digitalmusic

buyersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users64%36%Category

usersAllrespondents55%45%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=91,

Bandcamp

users,n=1482,

digital

music

buyers,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Bandcamp

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%25%25%23%22%21%20%20%18%15%15%15%12%12%11%4%3%2%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=91,

Bandcampusers,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Bandcamp

has

a

larger

share

of

users

with

a

high

income

than

other

digitalmusic

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users56%20%24%Category

usersAllrespondents44%30%26%33%33%33%HighMiddleLow10

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=91,

Bandcamp

users,

n=1482,

digital

music

buyers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Bandcamp

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live48%31%29%26%25%24%18%19%11%11%9%8%7%8%7%4%3%3%

3%Other2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

are

more

likely

to

live

in

large

cities

than

digital

music

buyersingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany45%29%26%25%24%24%21%21%19%16%14%13%12%9%1%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

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=91,

Bandcamp

users,n=1482,

digitalmusic

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Bandcamp

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%89%85%3%Category

usersAllrespondents9%6%7%84%9%YesNoWould

rathernot

say13

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=91,

Bandcampusers,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Bandcamp

users

than

to

other

digitalmusic

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%52%42%42%36%35%38%38%36%36%35%36%34%34%30%29%29%32%32%30%26%23%20%20%19%16%15%10%12%11%AhappyrelationshipTobesuccessfulHavingagood

timeLearningnew

thingsAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

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=91,

Bandcamp

users,

n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

are

more

interested

in

arts

and

literature

than

other

digitalmusic

buyersConsumer

lifestyle:

main

interestsTop10

interestsofBandcamp

usersinGermany49%47%42%42%42%42%41%40%40%36%35%34%34%32%29%29%27%30%27%32%30%30%29%26%27%25%25%24%19%19%Health

&fitnessMovies,TVshows&musicCareer

&educationFood

&diningTravelPolitics&societyandcurrentworld

eventsHistorySportsArts&literatureVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

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=91,

Bandcamp

users,n=1482,digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Bandcamp

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBandcamp

usersinGermany47%46%42%42%40%38%37%36%30%30%33%33%32%30%32%31%31%31%29%29%29%29%28%26%23%21%21%19%16%12%OutdooractivitiesSocializingMaking

musicTech

/computersTravelingPetsBoard

games/cardgamesCooking/bakingPhotographyVideo

gamingBrand

usersCategory

usersAllrespondents17

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=91,

Bandcamp

users,n=1482,digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

are

more

likely

to

play

baseball

or

softball

than

other

digitalmusic

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBandcamp

usersinGermany21%21%21%20%20%17%17%15%15%15%14%14%14%12%12%12%11%11%9%9%9%9%6%5%4%4%3%2%2%2%Baseball/SoftballBasketballCyclingDancingHikingCricketSoccerAmericanFootball

/Running/JoggingBadmintonFlagFootballBrand

usersCategory

usersAllrespondents18

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=39,Bandcamp

users,

n=1637,

digital

music

buyers,

n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

are

more

likely

to

follow

basketball

than

other

digital

musicbuyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBandcamp

usersinGermany25%24%18%12%11%11%10%10%9%9%9%9%8%7%7%8%8%7%7%6%6%5%4%4%4%3%3%3%2%2%BasketballSoccerAthletics(track&field)BaseballAmericanfootballCyclingGolfHandballVolleyballSwimming/divingBrand

usersCategory

usersAllrespondents19

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,Bandcamp

users,

n=1033,

digital

music

buyers,

n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

38%

of

Bandcamp

users

say

that

it

’s

too

expensive

to

affordallstreaming

services

they

wantConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany58%56%52%48%47%47%

47%44%44%43%39%38%37%34%32%Iwant

to

access

mymusic/movies

onallmy

asitiseasier

tomanage

togetthebestimageIprefer

digitalcontentItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentItistooexpensive

toafford

allthe

streamingservices

thatIwantdevices

(TV,andsoundqualitysmartphone,

tablet,etc.)Brand

usersCategory

usersAllrespondents21

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=91,

Bandcamp

users,n=1482,digital

music

buyers,

n=6013,

all

respondentsConsumer

Insights

Global

as

of

August

202323%

of

Bandcamp

users

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany52%46%37%37%26%23%16%15%15%11%10%9%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202336%

of

Bandcamp

users

think

that

climate

change

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Bandcamp

users56%50%37%36%39%39%37%37%36%31%34%30%35%34%33%29%32%29%33%28%

30%25%26%21%20%18%22%21%20%19%ClimatechangeHealth

andsocial

securityEnvironmentEducationPovertyHousingCrimeCivilrightsRising

prices/inflation/cost

of

livingDefense

&foreign

affairsBrand

usersCategory

usersAllrespondents23

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

Bandcamp

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users25%32%37%5%Category

usersAllrespondents23%44%20%13%22%43%17%18%LeftCenterRightPrefer

nottoanswer24

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBandcamp

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

digital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%91%86%68%65%65%62%58%58%56%55%51%51%50%49%49%47%46%46%43%38%37%34%33%27%26%24%SmartphoneDesktop

PCLaptopSmart

TVGaming

console

Smart

speakersSmartwatchTabletStreaming

deviceBrand

usersCategory

usersAllrespondents26

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=91,Bandcamp

users,

n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Bandcamp

users

interact

with

companies

more

often

thanother

digital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype55%54%49%49%45%45%43%42%41%40%40%39%38%38%37%36%36%35%30%34%32%27%26%19%26%25%22%16%16%11%12%8%7%4%3%0%Liked

postsbyotherusersFollowedpeoplePostedpictures/videosSentprivate

Posted

textsSharedpostsbyother

usersCommentedon

postsLikedcompanypostsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessages/statusupdatescompanies

used

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

tend

to

read

magazines

more

often

than

digital

music

buyersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%79%77%74%66%71%69%67%67%67%66%60%59%52%48%40%47%48%43%

46%43%41%42%28%40%37%36%36%29%32%21%30%18%DigitalvideocontentRadioTVMagazinesMovies

/cinemaDigitalmusiccontentPodcastsDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

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=91,

Bandcamp

users,n=1482,

digital

music

buyers,

n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bandcamp

users

remember

seeing

ads

on

search

engines

less

often

than

otherdigital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBandcamp

usersinGermany

havecome

across

digital

advertisinginthepast4weeks46%44%44%43%43%42%42%41%41%40%38%38%37%36%31%29%30%30%29%29%26%26%24%24%22%22%22%21%19%16%Video

streamingservicesWebsitesandappsof

brandsMusicportalsVideo

portalsSocial

mediaOnlinestoresVideo

gamesNewslettersEditorialwebsitesandappsSearch

enginesBrand

usersCategory

usersAllrespondents29

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=91,Bandcamp

users,

n=1482,

digital

music

buyers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202346%

of

Bandcamp

users

remember

advertising

they

heard

on

the

radioMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%43%43%43%38%42%42%41%40%39%38%38%

37%36%35%34%33%29%27%27%26%26%22%14%OntheradioInprintedmagazinesandjournalsAtthemovies/cinemaOnTVOnadvertising

By

mailshot

/Directly

inthestoreInprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12