Norwegian Music Discovery Trends and Easiness of Access
Explore how Norwegians discover new music, including sources like radio, YouTube, social media, and concerts. Understand opinions on finding local music on digital platforms. Study conducted via YouGov Panel, targeting Norwegians aged 12-65 during September 2015.
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Presentation Transcript
Method Interview period & data collection method: The survey was carried out during the period from 17th 29th of September 2015 via the Internet, on the basis of the YouGov Panel. Target group: The survey involved Norwegians aged 12-65. E-mail invitations were sent to the people in the YouGov Panel that met these requirements. Data was collected in order to provide a representative cross-section of the Norwegian population, on the basis of the target group. Weighting of data and composition of the material: Data was weighted according to the dimensions of gender, age and geography on the basis of an ideal weighting from Statistics Norway, so that the results are representative of the population in relation to the aforementioned target group. Publication - of results: On any publication of the results of the survey, YouGov must be stated clearly as the source. Prior to the publication of the results of the survey, YouGov must have the opportunity to approve the press release or other use of the results. The purpose is solely to ensure that we can vouch for the use of the results in technical analysis terms. Press releases must be drafted in accordance with the ESOMAR rules, so that a text such as the following must be included: "The survey was conducted by the YouGov analysis institute. A total of 809 CAWI interviews took place of Norwegians aged 12-65 in September 2015." 1
Discovering new music Q21 Think back to the last time you discovered a new song/piece of music you really liked: how did you discover it? Base (809) I heard it first on the radio 36% I heard it first on YouTube 10% A friend played the song 9% I heard it first on a streaming service dedicated to music (not YouTube) 9% I heard it first on TV 8% I discovered the song via Facebook or similar social media 6% I heard it first at a concert 3% I heard it first on some other Internet site 3% Other 4% Don t know 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2
Discovering new music on social networking services Q22 On what service did you discover the song? Base (120) Spotify 24% Facebook 9% Other 46% Don't remember 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3
Easiness of finding local music on digital music services Q24 Do you agree or disagree with each of the following statements? It should be easier to find local music on digital music services Base (809) Strongly disagree [1] 5% Disagree [2] 6% Neither agree nor disagree [3] 37% Agree [4] 23% Strongly agree [5] 9% Don t know 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 4
