Analysis of the behavior of listening to the music among differnet generations

        Modern people's life and music are inseparable. The rapid development of science and technology has also changed people's "listening" behavior and demand. In today's booming music market, what devices do people use to listen to music? Where does the channel for listening to music come from? What is the development of music streaming platform? Go Navy shares with you the new trend of modern people's music life through generations of music preferences.

Nearly 60% of people listen to music when they rest at home

        According to the survey, people spend an average of 1.7 hours listening to music every day. It can be seen that listening to music has become a recreational activity (about 50-60%) for generations at home. Among them, the younger generation often listens to music during commuting, school and company break time, and the 20 generation listens to music for the longest time (average 2.2 hours / day); the mature generation mostly enjoys music during work or at home break and doing housework.

Music type: young generation crazy abroad, mature generation love Chinese

        Music has no borders. In terms of generations, Chinese pop (81%), western pop (54%) and light music (36%) are the most popular music types. The younger generation mostly loves western, Japanese, Korean, rap and other foreign music. The mature generation over 40 years old loves Chinese, Taiwanese and light music more. If the gender is concerned, the male prefers Taiwan, Japanese, electronic and rock music, while the female prefers Korean music. In general, it is an important demand for music lovers to enjoy a diversified and rich music library, and to have a wide range of music lists.

The young generation enjoys solitude and the mature generation loves all joy

        In terms of the equipment used to listen to music, wired headphones (53%) still account for a large proportion, followed by mobile phones and computers (50%). Most of the young generation use earphones to listen to music, of which the 30 generation is a high user group of wireless earphones, and they like to enjoy unique music content; the mature generation prefer to play music directly from mobile phones, computers or audio, and enjoy music in open space.

Young generation loves online, mature generation likes offline

        In terms of listening devices, the number of people who use mobile phones (81%) and computers (53%) to listen to music is the largest, among which the younger generation obviously accounts for the majority, and the demand for listening to music is higher anytime and anywhere; while the mature generation prefer to listen to music using car audio-visual equipment, MP3 and MP4 or CD players.

It can be seen from this that different generations have different needs for music listening equipment and functions. The young generation prefer 3C products and mobile devices, which can be listened at any time. The mature generation is more willing and able to invest in music playing devices, no matter which one, it is full of business opportunities.

The younger generation loves to use online platforms, while the older generation prefers traditional channels

        Online video and audio platforms are the most popular channels (74%) for listening to music, and the utilization rate of online music platforms (40%) also exceeds that of physical CDs, and is close to broadcasting. The proportion of online music platforms and apps used by the younger generation is the highest, especially that of the 20th generation, while the mature generation mostly listen to music on Internet, radio and CDs, and still maintain a more traditional music listening habit.

There are generational differences between spotify and KKBOX

        In terms of paid music streaming platforms, KKBOX (56%), spotify (19%) and Apple Music (15%) are the three most commonly used music streaming platforms for consumers; in terms of popularity and use degree, spotify is more popular in the younger generation; the use of KKBOX in the 40 generation is significantly higher; the use of line music in the 50 generation is slightly higher.

From the choice of different generations of music streaming platforms, we can see their preferences for music types at home and abroad. After all, different streaming platforms cover different types of music.

Pay music platform has unlimited business opportunities in the future

        Overall, 65% of the people use music streaming platforms, 43% of which are paid, and 22% are free. In terms of paying audience, the young generation has more paying members (about 30%), while the mature generation has a higher paying amount (more than NT $136 / month). Each generation has used music streaming platform and will continue to use up to 94% of them in the future, which shows that using online music platform has become the future trend.

Although the development of online pay music platform is bound to face the powerful opponent of free music platform, the pay platform can move towards personalized development, providing independent functional interfaces, such as music selection, download and offline listening, as well as non advertising services To strengthen the value and difference of paid services.

The future trend of music streaming platform is unstoppable! The younger generation (20, 30 generations) prefer foreign platforms and multiple music types. They like to receive new things. If they can continue to provide more diversified and personalized functions, they can increase their adhesiveness to create business opportunities. The mature generation (40, 50 generations) prefer Chinese music and open devices to enjoy music with you, so they have complete music playing devices and practical platforms Function will be the key selling point, together to explore and listen to the new blue ocean.

* survey note: the "streaming video and audio survey" is the online survey conducted by the go survey market research consultant on the go survey platform from July 16, 2019 to July 26, 2019. A total of 1.000 samples were collected. The interviewees were happy go card friends aged 18-59.