Research
Statistics and research by external partners provides further insight into how the new music streaming solutions change the habits of consumers and affect the music industry as a whole.
Norstat survey January 2012 shows:
- The proportion of Norwegians who have access to a music streaming service has increased from 37 to 56 percent in the last six months.
- For the first time, Norway has surpassed Sweden in this statistic - in Sweden during the same period the corresponding figure increased from 48 to 54 percent.
- 3 out of 10 in the survey said, both in Sweden and Norway, that they listened to music via streaming during the previous week.
- In Norway, this proportion increased from 20 to 29 percent from June last year to now.
- The Swedes increased correspondingly from 27 to 29 percent, and thus the two countries stand equal.
- Danish music listeners are somewhat behind on the streaming front, but there too, the proportion who listened to music via streaming during the previous week increased from 14 to 20 percent.
- The proportion who say they have cleared away, given away, sold or thrown away the CD’s is increasing steadily and is now at 28 percent overall in Norway and Sweden.
- According to the survey, the use of music streaming is inversely proportional to age, the younger you are, the greater the use.
- While 59 percent of Norwegians under 30 years of age listened to music via streaming last week, the corresponding figures for those over 50 was 13 percent. Similarly, the figures show that almost half of the population up to 40 years, got rid of their CD-collection, while 9 in 10 over 50 years still have it on display.
- Norstat figures also show that the majority of Scandinavians under 30 wants to pay for their music. Swedish youth are the most positive, with 54 percent saying yes to paying, while also an additional 1 in 4 say it depends on the service. Only 14 percent of young Swedens say “No” to the question of willingness to pay for a music streaming service. The age group under 30, who is also the group who’s started using streaming services the most, are also the most willing to pay.
- Approximately half of the youngsters surveyed said they think the experience of listening to music has been improved after they started using a music streaming service.
- Across all three Scandinavian countries, the survey also shows that over half the people who previously downloaded music illegally, no longer do so after they have been given access to a streaming service. The amount is even higher in the age group below 30.
- 8 in 10 young Norwegian and Swedes, and 7 in 10 young Danes believe that streaming will be the dominant way to consume music within 2-4 years, all increasing from the last survey in June 2011. Future belief in streaming increases in almost all age groups. Streaming is the number one choice in all three countries, significantly ahead of downloading and CD’s.
- The survey also shows that those who use music streaming services also spend a little bit more money on concerts. While 68 percent of Norwegians who use streaming services pay for concert tickets in a month, 59 percent of non-streamers say the same. In the three countries, Norway has the largest amount of people who spend money on concerts, closely followed by Danes and the Swedes slightly behind.
The survey was conducted in January 2012 by Norstat on behalf of music service WiMP. Via an online survey, a representative selection of one thousand respondents over 18 years old in Norway, Sweden and Denmark respectively were asked, equaling a total of 3,000 respondents.
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Scandinavian Norstat survey June 2011 shows:
- In the young population, almost half of the Scandinavian respondents listened to music through streaming during last week. Swedes are on top of the charts (55%), closely followed by Norway (46%) and with Denmark somewhat behind (29%).
- Half of those under 30 have also disposed of their CD-collection and stopped downloading illegally.
- Among young Swedes, 73 percent claim to be willing to pay for a music streaming service, however 18 of these 73 percent note that it depends on the quality of the service. Correspondingly in Norway, the number of youth willing to pay is 65 percent.
- Some 30 percent still claim not to know what a streaming service is.
- By far the most important factor for Scandinavian’s choice of music service is that it's easy to find old favorites.
- Almost 40 percent say that streaming has led to that they no longer download files illegally, while the figure is even higher, close to 50 percent for those under 30.
- Half of the younger generation, according to the survey also already got rid of their CD collection, compared to about a quarter of the population overall.
This page will be updated with more info from the survey.
The survey was conducted in June 2011 by research firm Norstat on behalf of the music service WIMP. The survey had 3,000 respondents, divided equally between Norway, Sweden and Denmark with a thousand each.
Norstat survey January 2011 in Norway and Sweden shows:
- Nearly half of all Swedes and Norwegians now have access to music streaming services.
- 1 in 4 Norwegian music streamers are currently paying for their service, while 15% of Swedes do the same.
- 8 in 10 young Swedes and 75% of Norwegians under 30 states they have access to a streaming service.
- 54% of Swedes and 40% of Norwegians aged 40-49 states they have access.
- 2 in 10 Norwegians and Swedes have already packed away, sold or thrown away their CD collection.
- 54% of all Swedes and 46% of all Norwegians state that they often or sometimes have difficulties finding something to listen to despite that all the world’s music is available through streaming services.
- The majority of the respondents claim that an extensive music library is the most important factor for whether they should switch to another streaming service. Price is the second most important factor.
- 53% of all Swedes with an average yearly income over 500 000 SEK have access to a streaming service, while 44% of those with an average yearly income under 300 000 SEK states the same.
- In Norway, the tendency goes in the opposite direction, where 41% of Norwegians with an average yearly income over 500 000 NOK have access to a streaming service, while 53% of those with an average yearly income under 300 000 NOK states the same.
- In Sweden, 68% of house holds with more than 4 people have access to a streaming service, while 41% of house holds with only one person claims to have access. There is no such difference in the Norwegian survey results.
The survey is based on a representative sample consisting of one thousand respondents, both in Norway and Sweden, and was conducted in January by marked analyst Norstat on behalf of Aspiro Music.
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Norstat survey June 2010 - Streaming increases music consumption
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Clouds and concerts
Research project on streaming and new modes of listening, a cooperation between the University of Oslo, Telenor Research and Aspiro Music.
Download project Summary. Go to project site. |