9 out of 10 Romanians listen to popular music every day, report says
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What is the role of popular music in the everyday lives of Romanians and their music consumption habits? According to a recent report, 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.
As a 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.
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.
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%).
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