Spotify Study Shows Connection Between Audio And Shopping Small

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Spotify Advertising unveiled the results of its new study exploring the connection between music, small businesses, and their customers.

Conducted online by The Harris Poll on behalf of Spotify, the study surveyed over 2,000 adults to help small businesses understand the importance of music in the shopping experience.

The research found that most people (93%) shop at local small businesses, with music impacting numerous factors, from how ‘cool’ a small business is perceived to motivate shoppers to spend. More than two-thirds (67%) of adults agree that local small businesses that play music incentivize them to shop.

What’s more, nearly three quarters (72%) of the respondents feel more connected to a local small business when they play the music that makes them nostalgic for the past, and nearly two-thirds (63%) enjoy it when local small businesses help them discover new music they haven’t heard before.

“This research reinforces how much audio impacts people’s experiences and perceptions of the small businesses they know and love,” said Rochelle Sanchirico, Global Director of small & medium-sized business marketing at Spotify.

“We’re using these findings to inspire small businesses to leverage Spotify self-serve ad channel, Spotify Ad Studio, to connect with their customers as they stream music and other audio content.”

Highlights from the survey include:

  • Music can be a shopping motivator for many adults.
    • More than two-thirds (67%) agree that local small businesses that play music incentivize them to shop. However, the type of music the business chooses to play is also important.
    • 70% of adults agree that they find themselves more likely to shop at local small businesses that play the music they enjoy. Moreover, nearly two-thirds (63%) say they would be more likely to return to a local small business that plays music over one that doesn’t.
    • 18-54-year-olds are more likely to agree that they are inclined to return to a local small business that plays music over one that doesn’t than those aged 55+ (70% vs. 51%)
  • Music plays an important role in building a connection between small businesses and shoppers.
    • Nearly three-quarters (72%) of people feel more connected to a local small business when they play the music that makes them nostalgic for the past.
    • The type of music played in local businesses has an impact, as half (50%) of adults agree that they judge how ‘cool’ a small business is based on what type of music they play.
    • When broken down by age, 18-54-year-olds are more likely to judge how ‘cool’ a local small business is based on what type of music they play than those aged 55+ (59% vs. 34%)
    • Nearly two-thirds (63%) enjoy when local small businesses help them discover new music they haven’t heard before.