It found that:
o 75% of consumers identified themselves as being passionate about music
o Music was more popular than any other interest tested, with 46% of respondents saying it was one of their favourite interests
o 69% of the most passionate music fans agreed that brands provide new revenue streams for the industry
o 44% of respondents consumed more music this year than last year
o The least passionate music fans consume nearly as many genres as the most passionate fans: 15 out of 26 and 18 out of 26 respectively
Bauer says that this demonstrates three key tenets: the importance of music to consumers; the breadth of music people listen to and an openness among consumers to brands using music.
Stuart Williams, publishing director of Bauer Media's music and film portfolio, says, "This unique insight into the habits of music consumers is an invaluable resource to our business, influencing the development of our market-leading music brands such as Q, Mojo and Kerrang! and informing our advertisers, who want to use music associations effectively as part of their marketing strategy.
"Understanding music fans and industry trends allows us to work with our clients to create bespoke campaign solutions that truly reach out and engage the passionate music consumer via our world-famous, cross-platform music brands."