The key finding from Spotify'såÊThe 2014 Brand Impact Study is that streamers are twice as likely as non-streamers to advocate for and feel emotionally connected to brands.
Specifically, music streamers are 67% more likely to be automotive brand advocates. 53% of streamers said they would recommend an automotive brand to others.
And theyÛªre twice as likely to be willing to pay more for a car brand. In fact, streamers are 52% more likely to feel emotionally connected to auto brands, and are twice as likely to state that such a brand makes them feel "playful," according to the Impact Study.
Streamers are 30% more likely to make positive rational associations about an auto brand. They're more than 1.5 times as likely to state that the brand is important to their everyday lives. 63% of streamers listen to their selected playlists in their cars.
AudienceSCAN reports that 2.8% of U.S. consumers intend to subscribe to music-streaming services like Rhapsody and Spotify in the next 12 months. These women (53%) and men (47%) could easily spread the word about automotive brands the love while they are writing and blogging. 27% of music streamers enjoy blogging, and they are 178% more likely than the average consumer to blog.
Make sure your dealers know that 40% of streamers plan to purchase a new car or truck in the coming year.
Probably, they are listening as they are working on cars and trucks. 19% of this audience enjoys working on their vehicles. And, with streamers being obsessed with their mobile devices, it's wise to target them there ÛÒ 39% responded to a mobile smartphone app or text message ad in the past month. Another avenue to approach these music-lovers could be on the silver screen: 28% took action after viewing an ad at a movie theater in the past 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.