Digitale Musik: Spotify-Nutzer:innen in Österreich

Selected insights on digital music: Spotify users in Austria

• Spotify is more popular among Generation Z than other digital music services
• There is a fairly even split of male and female Spotify users
• Spotify users have a similar income distribution as digital music buyers in general
• Digital music buyers in general and Spotify users specifically, live in a similar type of communitiy
• Having a good time is more important to Spotify users than to other digital music buyers

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors