
Understanding Music Consumers in the World’s Biggest Market
Understanding Music Consumers in the World’s Biggest Market
72% of the general population in China listens to music – for an average of 16 hours a week. Annually, consumers in China spend approximately $86 per person on music-related activities.
For brands, involvement in music-based sponsorships could be a solid way to reach Chinese consumers. Not only are they highly engaged with music, but they are generally favorable when a brand is involved, with the highest net favorability going to promotions that offer free music downloads or sweepstakes.
Music Matters
Overall, 72% of the general population in China listens to music, and they do so for an average of 16 hours per week, often on smartphones and with specialized headphones. However, in China, there are distinct music consumption behaviors that vary by income levels.

Download
Download Now
Understanding Music Consumers in the World’s Biggest Market
To access the full report, please provide the following info:
By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use.
https://www.qa.nielsen.com/cn/en/insights/article/2016/understanding-music-consumers-in-the-worlds-biggest-market/