新研究顯示社群媒體和音樂之間有緊密的關係

  • 流覽次數:: 143
  • 分類: 產業區
  • 分享次數:
  • 作者: 音樂地圖
  • 新研究顯示社群媒體和音樂之間有緊密的關係

      201808/3014:27

    ◎根據研究和分析公司MusicWatch調查的數據所發布的一項新研究發現,十分之九的社群媒體用戶在應用程式的框架內會進行音樂相關活動。這些數據是在4月份時對800人進行調查所獲得的,這800人每個月至少會使用一次Facebook、Twitter、Instagram或Snapchat,其中大多數用戶每天都會使用社群媒體。

    ◎對音樂產業來說,特別感興趣的會是該調查中的消費指標調查結果,有75%的受訪者表示會觀看音樂影片;69%的人會在傳統廣播電台上聽音樂;而35%的受訪者有付費訂閱音樂串流媒體。聽眾及觀眾也以年輕人居多,有36%的年齡在13到24歲之間;嘻哈音樂是追隨者最多的音樂類型。而「藝人」和「音樂人」在最受關注的影響者和名人中名列榜首。

    ◎Instagram在追隨度方面引領潮流,有56%的用戶會在其上關注、分享或標記音樂人;Twitter緊接其後有51%的比例;有44%的受訪者表示會在Facebook上對音樂人或藝人的頁面按讚,不過這個數字在日活躍用戶中上升到47%。而在Snapchat的用戶中,68%的人觀看或發布了現場音樂活動中拍攝的照片,而23%的人會在貼文中引用歌詞。

    ◎有三分之二(63%)的用戶同意他們透過社群媒體來發掘新的藝人,近60%的社群媒體用戶在看到近況更新、推文或發帖後都會訪問串流服務來收聽音樂。在Facebook上,最有價值的音樂活動是能夠分享來自串流服務的音樂鏈接(包括播放列表)。

    詳細全文:

    A new study released Monday (Aug. 6) found that nine out of 10 social media users do a music-related activity within the framework of an app, according to data compiled by research and analysis firm MusicWatch. The data was compiled in April via a survey of 800 people who use one of Facebook, Twitter, Instagram or Snapchat at least once a month, with the majority of those users engaging with social media daily.

    Of particular interest to the music business would be the survey's consumption metrics findings, with 75 percent of respondents watching a music video; 69 percent listening to music on terrestrial radio; and 35 percent paying for a music streaming subscription. The audience also skewed young, with 36 percent between the ages of 13 and 24; and hip-hop being named the top genre in terms of followers. And artists and musicians top the list among the most-followed influencers and celebrities overall.

    "Fame may be fleeting on social media, but music artists and bands have staying power -- and influence," MusicWatch wrote in a blog post accompanying the study. "Of all the types of celebrities artists are No. 1 when it comes to pull. We are twice as likely to be following bands as politicians, or Kendall and Kourtney. The reason is simple; while today's tweet or fashion comment is evanescent, users have a sustained interest in the careers of their favorite artists and want updates on their music projects, live tours and lifestyles."

    In terms of followings, Instagram leads the way, with 56 percent of users following, sharing or tagging musicians; Twitter came next, with 51 percent; and Facebook saw 44 percent of respondents liking a musician or artist, a number that rises to 47 percent among daily users. Among Snapchat users, meanwhile, 68 percent viewed or posted photos from live music events, while 23 percent captioned their posts with song lyrics.

    "Two out of three (63 percent) users agree that they are discovering new artists on social media," the blog post continues. "Almost 60 percent of social media users are visiting streaming services to listen to music after they see an update, tweet or post. On Facebook, the most valued music activity is being able to share links to music from streaming services, including playlists."

    Billboard

    https://bit.ly/2nic3ed