RadioandMusic
| 21 Oct 2019
'SONY Music Segmentation Study' a FECI Report

MUMBAI:Sony Music India Segmentation Study is India's first and largest research undertaken to analyze psychographic and demographic profiling of Indian audiences based on their music consumption patterns. It offers a never seen before insight into the life of a consumer over-layed with their music preferences.

The proprietary Sony Music Segmentation Study is conceptualised and managed by the International Insight Team –at Sony Music UK and India along with market research giant GMI (Global Market Insite) with the objective of providing audience insight and music trends across different consumer segments in key markets. For India, a nationally representative sample size of 7500 + consumers aged 13 + across 23 cities, were asked a series of question statements and choices; including their hobbies interests and preferences from hundreds of artist, brands, retailer and media outlets they regularly interact with.

The study uncovers 28 unique segments of music consumers classified under a model called as FECI - Fanatic, Enthusiast, Casual and Indifferent, based on how central music is to their lives. The trend study also researched the usage and consumption habits, music spends by teenagers in urban cities, music discovery patterns across age groups, music consumed on a daily basis, brands consumers admire and spend on with respect to music & the role it plays in marketing and advertising.

Commenting on the study, India and Middle East - Sony Music president Shridhar Subramaniam said, “The consumers of music are a poorly researched and understood segment. Though music is central to most Indians and the music industry in India has grown exponentially very little has been invested into understanding how they discover, behave and interact with music and artists. Sony Music India Segmentation Study is the first in-depth and extensive research that digs deep into the music consumption habits of consumers to understand trends, preferences and lifestyle choices. These insights can be leveraged by artists, marketeers and brands to talk to consumers more effectively.

Key findings of the Sony Music Segmentation Study:

70 per cent of those surveyed admitted to attending a music festival or concert for the 'experience' and not so much the 'music' on offer

CRBT witnesses a comeback with urban audiences spending almost upto 8-10 per cent of their income on itMales spend maximum on CRBT over females

40 per cent of people directly follow artists on social media for updates

50 per cent of people access music on their mobile phones of which maximum stream music

Note: Refer annexure for description of the classification – Fanatics, Enthusiasts, Casuals and Indifferent