Streamers are (good) Screamers for Auto Brands

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 they‰Ûªre 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.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.