As humans we create quick judgements and apply stereotypes to many things life, especially to subcultures. For example, Electronic Music and Pop Rock are very different music genres and attract very different people. You probably have encountered people that are passionate about both styles of music.
But how different is the consumption behavior of Pop Rock and Electronic Music fans?
The first question we aimed to address through a recent structured online survey with over 300 participants was: Are there differences between where they listen to music? Frequency of behavior was measured through 5 point Likert scales (Where 1 represented “Never” and 5 suggested “Very Frequently”). Results indicated a statistical difference between both groups, with fans of Electronic Music listening to it more frequently while “driving”, although Pop Rock fans also display this behavior with high frequency. Results suggested, on the other hand, that fans of Pop Rock listen to it more frequently on their “Work Environment” than Electronic Music Fans.
No statistical difference was found on the following scenarios: While practicing physical exercise, public transport, flights, reading for leisure and studying. Also, results revealed, as expected, that the more concentration was needed during the tasks (such as reading for leisure), the less frequent was the behavior of listening to Music.
Of course we’re not only interested in where they listen to music, we also aimed to contrast their behaviors towards the main Music experience: CONCERTS.
Are there differences between the two groups in regards to concert attendance and importance of concert elements ?
Such investigation was also done through a similar scale of frequency. And the first finding is shocking: The overall low frequency of concert attendance found in both groups.
In general terms, both groups revealed that “Rarely” attend live music events. Shocking, simply shocking. Especially because the sample of the study (during the analysis) was composed by individuals with a young age. The only statistical difference found when contrasting both groups referred to attending festivals. Electronic Music fans indicated to visit them more frequently in comparison to Pop Rock fans. No statistical difference was found between the two groups on the following types of events: concerts that you are a fan or that you are not a fan of the band or artist, and concerts in large, medium size or small venues.
In terms of perception of importance of concert elements (E.g. Lights, sound, punctuality and others), we can find clear differences. Results revealed that statistically Electronic Music fans have a much greater appreciation for three specific elements: Stage lights, stage decoration and visual of tickets. No difference was found in regards to: Sound quality, safety, atmosphere of the audience, punctuality and performance of the artists (considered as of extreme high importance for both groups). No difference was found also when contrasting perceptions towards food and drink services and the way artists are dressed (considered of low importance for both groups).
The last category which we wanted to examine involved perception of albums. Is there a difference in regards to the importance of album attributes, such as who recorded it or the number of songs in it? Overall, one main conclusion for both groups: A low perception of importance towards most album elements investigated. Nonetheless, statistical differences were also found and revealed that Electronic Music fans might be more passionate about their records. They tend to place more importance on which record label and who was the producer behind the album they purchase. Pop Rock fans, on the other hand, are not really as interested in it. And finally, for both groups price and number of songs were considered the most important attributes of a record.
So what do YOU think? Can you recognize the differences between the consumption behavior of Pop Rock fans and Electronic fans?
Soon we hope to have an even larger sample size, which will help us identify smaller differences between the groups. So help us achieve it by participating in the study!
Personally, I am sure that there are a lot more differences we could find if we would investigate further attributes and behaviors. These differences would not only be limited to consumer behavior, but also our personal behavior.
But that’s the beautiful thing about music: it’s part of who we are, it makes us unique!