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Project Phoenix 2- music consumer study

Provided by Bauer Media
The update to our study of the Great British music consumer.

Tell us about the Opportunity / What is it?

Continuing innovation in how music is sold and packaged. What effect has this had on people's relationship with this?

What is the Marketing Objective?

The journey began two years ago, with an intensive analysis of the music market, surveying the music habits of 3,000 consumers between the ages of 15-39. This enabled us to segment the UK's 15-39 age group into 4 music 'passion zones'. Each group has it's own unique relationship with music that dictates what they listen to, how they listen, how much they spend on music and how many files they download from the internet.

How does it work?

(i)The Indifferents - if music ceased to exist, they wouldn’t lose too much sleep over it. (ii) The Casuals - Music plays a welcome role in life, but other things like fashion or career development are far more important. (iii) The Enthusiasts - Music is a key part of an enthusiasts’ life but they rarely rarely venture far without a guide. The Savants - Savants have an encyclopaedic knowledge of music and habour deep convictions that are stridently expressed. No stone is left unturned in their search for the best that music can offer.

Who's used it in the past?

Bespoke research opportunities are avaliable.

Features / Benefits

Please check out the Insight section on for the Project Phoenix 2 videos and full details of the presentation. The numbers of people indifferent to music had declined, and the proportion of people passionate about music had grown. Innovation in the retailing of music has had an effect on curbing the growth in downloading music for free. The "death of the CD" is yet to happen. Our data suggests that MP3 users buy as many CDs as the rest of the population.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details2,200 15-39 year olds
16 - 24
25 - 34
LocationTimingsMarketing ObjectiveOpportunity Type
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