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DAW Understanding Study Prepared for Donovan Boyd Communications & NFD 28 th July 2008 Phil Dunbar 021 809304 Contents Approach 3 General Background 4 Music Listening Patterns 5 Music Types Listen to 16 Types of Music Listen to 26 Volume Listen to Music 34 Hearing 42

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Prepared for donovan boyd communications nfd 28 th july 2008 l.jpg

DAW Understanding Study

Prepared for

Donovan Boyd Communications

&

NFD

28th July 2008

Phil Dunbar 021 809304


Contents l.jpg
Contents

  • Approach 3

  • General Background 4

  • Music Listening Patterns 5

  • Music Types Listen to 16

  • Types of Music Listen to26

  • Volume Listen to Music34

  • Hearing42

  • Ear Protection63

  • Appendix70


Approach l.jpg
Approach

  • Methodology

    • On line interview, averaging 10 minutes in duration. Interviewing occurred between 12th and 18th July 2008.

  • Sample size

    • 500, spread across all of NZ.

  • Respondent description/criteria

    • Aged 18-25 years, listen to music weekly or more often, consider themselves to have adequate or better hearing.


Some general background l.jpg
Some general background...

  • Defined demographically

    • Generation Y - The generation following Generation X, especially people born in the United States, Canada and other parts of the world from the early 1980s to the late 1990. The generation is also alternatively defined as the children of the Baby Boomer generation

  • Generation Y and technology

    • In their recent book, Reynol Junco and Jeanna Mastrodicasafound that in a survey of 7,705 college students in the US:

    • 97% own a computer

    • 94% own a cell phone

    • 76% use Instant Messaging and social networking sites.

    • 15% of IM users are logged on 24 hours a day/7 days a week

    • 34% use websites as their primary source of news

    • 28% author a blog and 44% read blogs

    • 97% have downloaded music and other media using peer-to-peer file sharing

    • 49% regularly download music and other media using peer-to-peer file sharing

    • 75% of college students have a Facebook account[16]

    • 60% own some type of portable music and/or video device such as an iPod.

      Source: Wikipedia


Music listening patterns l.jpg
Music listening patterns

Frequency listen to music

How listen to music

Where listen to music

Why listen to music


Comment l.jpg
Comment

  • As the sample was biased toward regular music listening, it may not be truly representative of all aged 18-25. However these results do suggest music is an integral component of Gen Y life, with almost 9 in 10 listening to music daily.

    • On average, Gen Y listen to music around 4-4.5 hours per day

  • Locations/devices where music listened to include:

    • Car, Computer/Laptop, Personal music device, home stereo, radio at work

    • Not surprisingly, those who listen to music a lot have the widest repertoire of listening devices/locations


How often listen to music total sample l.jpg
How often listen to music – Total Sample

Base: 500

SCREENING QUESTION About how often do you listen to music?


How often listen to music using different music devices l.jpg
How often listen to music using different music devices

Base: 500

A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?


How often listen to music using different music devices options l.jpg
How often listen to music using different music devices/options

Base: 500

A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?


How often listen to music in the car l.jpg
How often listen to music – devices/optionsIn the Car

Gender

Age

Hours per day listen to music

Base: Various

A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?


How often listen to music using computer or laptop l.jpg
How often listen to music – devices/optionsUsing Computer or Laptop

Gender

Age

Hours per day listen to music

Base: Various

A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?


How often listen to music personal music device l.jpg
How often listen to music – devices/optionsPersonal Music Device

Gender

Age

Hours per day listen to music

Base: Various

A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?


Slide13 l.jpg
Number hours per day listen to music using portable music device – amongst those who listen frequently

Base: 350

A3 How many hours per day do you think you listen to music using a portable music device


Number hours per day listen to music total sample l.jpg
Number hours per day listen to music device – Total Sample

Base: Various

A2 Overall, how many hours per day do you think you listen to music? - Personal Music Player


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Number hours per day listen to music device – Total Sample

Gender

Age

Hours per day listen to music

Base: Various

A2 Overall, how many hours per day do you think you listen to music? - Personal Music Player



Comment17 l.jpg
Comment device

  • There are many reasons for listening to music, however the central motivation is for enjoyment

    • Supporting this is relaxation/unwinding, especially for those who listen less often

  • There are 2 key locations where music is listened to: Home and car

    • ‘Heavy’ listeners are the most likely to have music playing ‘at work’


Why do you listen to music l.jpg
Why do you listen to music device

Av. 5.6 reasons mentioned

Base: 500

A4 Why do you listen to music?


Why do you listen to music analysed by number of hours listen to music l.jpg
Why do you listen to music device Analysed by number of hours listen to music

Av.

5.6

6.2

5.6

4.9

Hours per day listen to music

Base: 500

A4 Why do you listen to music?


Main reason you listen to music l.jpg
Main reason you listen to music device

Base: 500

A5 And what is the main reason you listen to music?


Main reason you listen to music analysed by number of hours listen to music l.jpg
Main reason you listen to music device Analysed by number of hours listen to music

Hours per day listen to music

Base: 500

A5 And what is the main reason you listen to music?


Where you listen to music l.jpg
Where you listen to music device

Base: 500

A6 Where do you listen to music?


Where you listen to music analysed by number of hours listen to music l.jpg
Where you listen to music device Analysed by number of hours listen to music

Av.

6.4

7.2

6.2

5.5

Hours per day listen to music

Base: Various

A6 Where do you listen to music?


Where you listen to music where listened to music this week l.jpg
Where you listen to music device Where listened to music this week

Av.

6.4

3.6

Base: 500

A7 And where have you listened to music in the past week?


Where you ve listened to music this week analysed by number of hours listen to music l.jpg
Where you’ve listened to music this week device Analysed by number of hours listen to music

Av.

3.6

4.2

3.5

2.9

Hours per day listen to music

Base: 500

A7 And where have you listened to music in the past week?



Comment27 l.jpg
Comment device

  • When presented with 13 broad musical genres, “Gen Y” indicated they listened to an average of 7.1 different types

    • There were relatively few differences across the sample (from a low of 6.4 to high of 7.9)

    • Regionally there are a number of differences in what is listened to


Genres of music listen to l.jpg
Genres of music listen to device

Av. 7.1 mentioned

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Genres of music listen to29 l.jpg
Genres of music listen to device

Av.

7.1

7.1

7.1

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Genres of music listen to30 l.jpg
Genres of music listen to device

Av.

7.1

7.9

6.9

7.0

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Genres of music listen to31 l.jpg
Genres of music listen to device

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Genres of music listen to32 l.jpg
Genres of music listen to device

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Number of other genres of music listen to l.jpg
Number of other genres of music listen to device

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?



Comment35 l.jpg
Comment device

  • Relatively few listen to music ‘very loud’ because it sounds better

    • Heavy Metal, Rock and Dance/Techno are most likely to be listened to at higher volumes by those who enjoy these genres

  • Younger people (18-20) and females are the most likely to turn it up to enjoy music at higher volumes


Volume listen to music36 l.jpg
Volume listen to music device

Base: 500

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Volume listen to music those who listen to that genre l.jpg
Volume listen to music device - Those who listen to that genre

‘Loud’ 43% 69% 54% 60% 54% 24% 41% 60% 10% 13% 13% 11% 12%

Base: Various

A8 Please look at the different types or genres of music and indicate how loud you

like to listen to that type of music, if you listen to it at all?


Music sound better when it s loud l.jpg
Music sound better when it’s loud device

Base: 500

A9 Does music sound better when it’s loud?


Music sound better when it s loud39 l.jpg
Music sound better when it’s loud device

‘Yes’ 36% 40% 37% 33% 32% 38%

Base: Various

A9 Does music sound better when it’s loud?


Music sound better when it s loud40 l.jpg
Music sound better when it’s loud device

‘Yes’ 36% 42% 30% 34% 28% 33% 48% 34%

Base: Various

A9 Does music sound better when it’s loud?


Music sound better when it s loud those who listen to that genre l.jpg
Music sound better when it’s loud device - Those who listen to that genre

Base: Various

A9 Does music sound better when it’s loud?


Hearing l.jpg
hearing device


Comment43 l.jpg
Comment device

  • Most consider their hearing to be ‘good’

    • Notwithstanding this being a criteria to participate

  • While around one quarter indicate they have suffered hearing problems in the past, it is a relatively rare occurrence

    • Those who indicate that music played loud is more enjoyable are more likely to have experienced hearing problems

  • Ringing in the ears for a few hours has been experienced by almost half of this group, while longer term hearing issues are rare

    • Interestingly younger people are more likely to have experienced ‘ringing ears’

    • The musical genre doesn’t appear to be an influencing factor


Comment44 l.jpg
Comment device

  • When asked to agree/disagree with a number of statements about different factors, most seemed to know what was correct

  • If there hearing was to suffer, most would take up the issue with their doctor

    • Amongst those who seemed unsure as to what to do, there was a pre-dominance of younger people.

  • Eyesight was thought to be more important than hearing

    • Interesting those who listen to music the most were the most likely to value hearing.

  • A small proportion would prefer to enjoy the moment and listen to loud music now, and suffer the consequences tomorrow.


Personal rating of hearing l.jpg
Personal rating of hearing device

Base: Various

SCREENING QUESTION: Overall how would you rate your hearing?


Ever suffered hearing problems l.jpg
Ever suffered hearing problems device

‘Yes’ 25% 25% 23% 27% 28% 24%

Base: Various

B1 Have you ever suffered from hearing problems at any point in the past?


Ever suffered hearing problems analysed by music sounding better when it s loud l.jpg
Ever suffered hearing problems device - Analysed by music sounding better when it’s loud

‘Yes’ 25% 33% 23% 25% 24% 4%

Base: Various

B1 Have you ever suffered from hearing problems at any point in the past?

A9 Does music sound better when it’s loud?


Ever experienced dullness or ringing in the ears after listening to music l.jpg
Ever experienced dullness or ringing in the ears after listening to music

Base: Various

B2 Have you ever experienced the following after listening to music?


Ever experienced dullness of hearing for a few hours l.jpg
Ever experienced: listening to musicDullness of hearing for a few hours

Base: Various

B2 Have you ever experienced the following after listening to music?


Ever experienced dullness of hearing for a day or more l.jpg
Ever experienced: listening to musicDullness of hearing for a day or more

Base: Various

B2 Have you ever experienced the following after listening to music?


Ever experienced ringing in the ears for a few hours l.jpg
Ever experienced: listening to musicRinging in the ears for a few hours

Base: Various

B2 Have you ever experienced the following after listening to music?


Ever experienced ringing in the ears for a day or more l.jpg
Ever experienced: listening to music Ringing in the ears for a day or more

Base: Various

B2 Have you ever experienced the following after listening to music?


Slide53 l.jpg
Ever experienced dullness or ringing in the ears after listening to music - Analysed by those who listen to that genre

Base: Various

B2 Have you ever experienced the following after listening to music?


Slide54 l.jpg
Ever experienced dullness or ringing in the ears after listening to music - Analysed by those who listen to that genre

Base: Various

B2 Have you ever experienced the following after listening to music?


Frequency experience ringing or dullness l.jpg
Frequency experience ‘Ringing’ or ‘Dullness’ listening to music

Base: 276

B3 About how often have you experienced the following?


Statement agreement l.jpg
Statement Agreement listening to music

Base: 500

B4 Please indicate whether you agree or disagree with the following statements.


Actions would take if hearing got worse l.jpg
Actions would take if hearing got worse listening to music

Base: 500

B5 If you thought that your hearing was getting worse, what would you do?


Hearing issues experienced in past l.jpg
Hearing issues experienced in past listening to music

Base: 500

B6 Which of the following have you experienced in the past?


Hearing issues experienced in past59 l.jpg
Hearing issues experienced in past listening to music

Base: 500

B6 Which of the following have you experienced in the past?


Which is more important hearing or eyesight l.jpg
Which is more important – listening to musicHearing or Eyesight

Base: Various

B7 Which is more important to you – hearing or eyesight?


Music choice loud or lower levels l.jpg
Music choice – loud or lower levels listening to music

Base: Various

B8 Given the choice, which one would you select:


Music choice loud or lower levels62 l.jpg
Music choice – loud or lower levels listening to music

Number of hours listen to music per day

Base: Various

B8 Given the choice, which one would you select:


Ear protection l.jpg
Ear protection listening to music


Comment64 l.jpg
Comment listening to music

  • Around half would wear ear protection at music venues should it be available

  • Those who are unlikely to wear ear protection and are under 20 mentioned the most reasons to justify their decision

    • Especially around ‘cosmetic’ reasons – look uncool, too obvious, hassled for being soft

  • Relatively few currently wear ear protection on a regular basis at music venues

  • Over 4 in 10 would be in favour of volume limits on personal music devices


Wear ear protection if available at music venues concerts l.jpg
Wear ear protection if available at music venues/concerts listening to music

Base: Various

B9 Would you wear ear protection/ear plugs if they were made available

free of charge at music venues/concerts?


Slide66 l.jpg
Reasons don’t wear hearing protection at music venues listening to music- Those who indicated they don’t wear hearing protection

– too bright/

colours are too bright

N=

146

24

63

59

Base: Various

B10 Why wouldn’t you wear ear protection/ear plugs at music venues/concerts?

(Those who answered “no” at B9


Slide67 l.jpg
Reasons don’t wear hearing protection at music venues listening to music- Those who indicated they don’t wear hearing protection

– too bright/

colours are too bright

N=

146

62

84

Base: Various

B10 Why wouldn’t you wear ear protection/ear plugs at music venues/concerts?

(Those who answered “no” at B9


How often wear ear protection at music venues concerts l.jpg
How often wear ear protection at music venues/concerts listening to music

Base: Various

B12 When you go to music venues/concerts, how often, if at all,

do you take precautions to protect your hearing?


Restrict volume on personal music devices l.jpg
Restrict volume on Personal Music Devices listening to music

Base: Various

B13 Do you think that personal music devices (iPod, MP3 player, phone etc)

should have a volume restriction built in to them?


Appendix l.jpg
appendix listening to music

Sample Description

Questionnaire


Sample description l.jpg
Sample Description listening to music


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