Sony Music India Segmentation Study introduced in India

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 conceptualized 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, Shridhar Subramaniam, President, India & Middle East - Sony Music 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 artitsts. 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."