Reveal Marketing Research study: Music accompanies 87% of Romanians every day
With its latest nationally representative urban survey, Reveal Marketing Research aimed to create a concrete picture of the role of popular music in the everyday lives of Romanians and their music consumption habits.
- 49% of Romanians are “Heavy users”, who appreciate and listen to music to a great extent
- 87% of Romanians listen to popular music for more than 30 minutes a day
- 9 out of 10 Romanians say that popular music playing in the background in the different public places they visit can influence their mood and behaviour
Music is omnipresent in the lives of Romanians: 9 out of 10 Romanians listen to popular music every day
According to the Reveal Marketing Research results, 83% of Romanians say they like music in general, especially young people aged 18-24 (91%). We note that half of Romanians (49%) belong to the “Heavy users” consumer segment, which is differentiated by the fact that they appreciate and listen to music a lot in their daily life.
If we look at the daily routine, 87% of Romanians listen to popular music for more than 30 minutes a day. In addition, we find that 1 in 10 Romanians integrate music to a large extent into most of their daily activities, spending more than 5 hours a day listening to different songs.
Popular and appropriate music influences the pace at which Romanians consume and spend time when they go out
Voluntarily or involuntarily, whether we like it or it makes us feel less pleasant, music accompanies us everywhere, on the street, in the car, at the office, on outings or at home.
According to Reveal Marketing Research data, going out is one of the main leisure activities of Romanians, and the popular music played in the background in the various public locations visited can influence mood and behaviour for 91% of Romanians. Moreover, 70% say it is important and very important to hear familiar music in the places they frequent, especially when it comes to restaurants and terraces (73%), bars and pubs (73%) or cafés and coffee shops (66%).
As expected, ”Heavy users” stand out as those who most like to spend their free time in bars and pubs, with 31% frequenting such venues weekly (vs. 25% total sample). Furthermore, these consumers are significantly more likely to be open to visiting different public venues where popular music is played more often (82% vs. 70% total sample) and more likely to spend more out of pocket in bars, pubs (47% vs. 42% total sample) or in restaurants, terraces (46% vs. 42% total sample) if the atmosphere created by the music is one they like.
It is also important to note that music has become a measure of consumer loyalty, with over 55% of respondents stating that they are willing to recommend to friends and family public places where the atmosphere created by popular background music was to their liking.
Marius Luican, CEO of Reveal Marketing Research:
“Music is a language we all understand and it is certainly a tool that can influence the general mood as people use it to personalise or create their desired atmosphere at home, while also being of particular importance in the different types of outdoor locations and environments frequented by individuals. The results of our study confirm that popular music is a powerful tool that can influence consumers’ moods, perceptions and behaviours depending on the different social contexts in which they find themselves.”
What kind of popular music do Romanians listen to when they go out?
The genre of music seems to have a significant importance for the majority of Romanians, 66% of whom consider it important or very important that the genre of music is to their liking in the public locations where they choose to go. A significantly higher percentage is observed among respondents aged 35-44 (72%) and Heavy users (81%).
The most popular music genres listened to by Romanians when they go out to have fun in bars and pubs are pop/ hip-hop/ rap (40%), rock (41%) and dance/ electronic (38%). In the case of restaurants and terraces, traditional/ folk music (38%), blues (37%) and jazz (35%) are the most popular, while when they choose to visit cafes or coffee shops, Romanians prefer blues (30%) and pop/ hip-hop/ rap (29%).
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.
Methodology: The Reveal Marketing Research study was conducted online during July 2023, on a representative sample for the universe of 18+ internet users, urban residents. The sample size was 818 respondents and the maximum sampling error for the general target is +/-3.5% at 95% confidence level.