墨西哥數(shù)字音樂播放器iheartradio用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSDigital

music:

iHeartRadio

usersin

MexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofiHeartRadio

users

inMexico:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

iHeartRadio

users

inMexico

(’’brandusers’’)

againstMexican

digitalmusicbuyersingeneral(’’category

users’’),

and

theoverall

Mexican

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Mexico)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsiHeartRadio

ranks

ninth

among

digital

music

services

in

MexicoManagement

summary:

brandusageand

competitionTop10

most

used

digital

musicservicesinMexicoSpotifyAmazon

MusicYouTube

MusicAppleMusiciTunes80%44%39%17%14%12%11%DeezerClaroMúsicaSoundCloudiHeartRadioTidal5%4%3%4Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=1237,

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

digital

music

buyers

using

iHeartRadio

stayed

the

same

since

Q3of2021Management

summary:

brandusagetimelineTimeline

of

digitalmusicbuyersusing

iHeartRadio4%4%4%4%4%4%4%3%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:n=31

-

53

iHeartRadio

users,n=875

-

1237

digital

music

buyersConsumer

Insights

Global

as

of

August

2023Sources:iHeartRadio

users

inMexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsiHeartRadio

ismore

popularamongGeneration

Xthanother

digital

musicservices.Anhonest

and

respectable

lifeis

lessimportant

to

iHeartRadio

users

than

toother

digitalmusicbuyers.Itstands

out

that36%

ofiHeartRadiousers

saythatit’stooexpensive

toafford

allstreaming

services

they

want.iHeartRadio

users

access

theinternetviaadesktop

PC

more

often

thantheaverage

digital

musicbuyer.55%

ofiHeartRadio

users

are

male.History

isarelatively

prevalent

interestof

iHeartRadio

users.23%

ofiHeartRadio

users

are

innovators

Onsocial

media,

iHeartRadio

usersor

early

adopters

ofnew

products.interact

with

companies

more

oftenthan

other

digitalmusicbuyers.iHeartRadio

hasalarger

shareof

userswith

amedium

household

income

thanother

digitalmusicservices.Gardening

andplants

are

relativelypopularhobbiesamong

iHeartRadiousers.Arelatively

highshare

ofiHeartRadiousers

think

thatclimate

changeisanissuethatneedstobeaddressed.iHeartRadio

users

remember

hearingadson

musicportalsand

streamingservices

more

often

thanotherdigitalmusicbuyers.iHeartRadio

users

aremore

likely

toliveinmegacities

than

digitalmusicbuyersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+iHeartRadio

is

more

popular

among

GenerationX

than

other

digital

musicservicesDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users19%43%34%4%Category

usersAllrespondents32%32%46%20%2%41%24%4%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202355%

of

iHeartRadio

users

are

maleDemographic

profile:

genderGenderofconsumersinMexicoBrand

users55%53%45%47%Category

usersAllrespondents51%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:17%

of

iHeartRadio

users

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinMexico56%55%51%23%19%17%17%10%

10%8%7%6%6%4%4%3%2%2%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=53,

iHeartRadiousers,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

has

a

larger

share

of

users

with

a

medium

household

income

thanother

digital

music

servicesDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%38%44%17%Category

usersAllrespondents35%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,

n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

iHeartRadio

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive43%33%31%26%25%21%19%18%

18%8%8%7%6%6%6%6%5%4%

4%Other4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfrom

in

thepast

12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

are

more

likely

to

live

in

megacities

than

digital

music

buyersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico36%34%33%28%21%19%18%18%17%13%12%10%10%9%6%6%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,n=1237,digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

iHeartRadio

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users11%9%87%2%3%Category

usersAllrespondents88%7%88%5%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=53,

iHeartRadiousers,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

iHeartRadio

users

than

toother

digital

music

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico56%55%47%47%45%36%31%37%

39%34%38%38%36%35%35%31%32%30%26%31%28%16%19%17%15%13%10%

10%6%5%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past12months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023History

is

a

relatively

prevalent

interest

of

iHeartRadio

usersConsumer

lifestyle:

main

interestsTop10

interestsofiHeartRadio

usersinMexico75%66%63%62%60%56%57%49%55%53%51%46%51%51%49%49%48%47%46%43%42%41%38%37%38%33%31%28%28%

27%Movies,TVshows&musicScience

&technologyFinance&economyHistoryHealth

&fitnessFood

&diningSportsFashion&beautyVehicles

&mobilityPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

services

from

in

the

past12

months?";

Multi

Pick;

Base:

n=53,

iHeartRadio

users,n=1237,digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gardening

and

plants

are

relatively

popular

hobbies

among

iHeartRadio

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofiHeartRadio

usersinMexico60%58%54%53%53%51%48%45%49%44%47%45%43%43%43%

42%43%43%42%37%41%39%35%Pets34%29%28%26%25%24%22%Video

gamingCooking/bakingReadingTravelingPhotographyTech

/computersCars/vehiclesGardeningandplantsOutdooractivitiesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

or

streaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

are

more

likely

to

go

swimming

or

diving

than

other

digitalmusic

buyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofiHeartRadio

usersinMexico28%27%22%26%24%21%23%23%21%21%21%19%16%15%14%13%13%13%12%10%10%10%9%9%8%7%7%6%5%5%Running/JoggingSoccerBasketballCyclingFitness,aerobics,cardioSwimming/DivingYoga

/PilatesBaseball/SoftballHikingAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:n=29,iHeartRadio

users,n=702,

digital

music

buyers,n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

are

more

likely

to

follow

tennis

than

other

digital

music

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byiHeartRadio

usersinMexico45%38%34%31%30%28%28%26%23%21%19%17%17%15%14%13%13%12%11%11%10%8%8%7%5%5%

5%4%

4%4%SoccerAmericanfootballBasketballBoxingTennisBaseballAthletics(track&

field)VolleyballCyclingGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=27,iHeartRadio

users,n=525,

digital

music

buyers,n=4646,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

36%

of

iHeartRadio

users

say

that

it’s

too

expensive

to

affordall

streaming

services

they

wantConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainMexico79%77%71%72%70%68%68%65%63%59%57%51%36%20%18%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

afford

allthe

streamingservices

thatIwantItistooexpensive

todevices

(TV,andsoundqualitysmartphone,

tablet,etc.)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,digital

music

buyers,

n=2020,

all

respondentsConsumer

Insights

Global

as

of

August

202323%

of

iHeartRadio

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico44%40%40%29%26%24%23%18%16%13%12%11%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

iHeartRadio

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoiHeartRadio

users70%74%70%54%56%61%55%60%58%58%58%58%58%57%57%57%54%53%51%48%

49%39%45%44%43%42%41%40%34%30%CrimeEconomicsituationHealth

andsocial

securityPovertyUnemployment

EnvironmentRising

prices/inflation/cost

of

livingEducationClimatechangeFood

andwater

securityBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfrominthe

past

12

months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

music

buyers,

iHeartRadio

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users21%26%38%15%15%Category

usersAllrespondents25%33%27%24%30%27%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youboughtmusic

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsiHeartRadio

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

digital

music

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet94%90%87%75%

76%70%64%64%63%62%60%58%56%54%53%51%46%45%45%44%40%39%38%34%33%31%24%SmartphoneSmart

TVDesktop

PCTabletLaptopGaming

console

Streaming

device

Smart

speakersAllrespondentsSmartwatchBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:

n=53,iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

iHeartRadio

users

interact

withcompanies

more

often

thanother

digital

music

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype62%58%64%62%61%61%60%58%52%59%

58%45%58%57%54%

55%55%53%53%44%43%32%40%39%38%36%36%28%24%20%10%7%6%2%1%1%FollowedpeopleLikedcompanypostsLiked

postsbyotherusersSharedpostsbyother

usersPostedpictures/videosCommented

Posted

texts

SentprivateFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

posts/statusupdatesmessagespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=53,

iHeartRadio

users,n=1237,

digital

music

buyers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

tend

to

listen

to

the

radio

more

often

than

digital

musicbuyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks89%

86%81%

81%80%81%81%77%64%74%

72%70%70%63%56%53%44%52%47%

51%48%48%36%45%

45%35%28%33%26%30%11%4%

4%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaRadioPodcastsDailynewspapersMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;Base:n=27,

iHeartRadiousers,n=635,

digital

music

buyers,

n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

digital

music

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereiHeartRadio

usersinMexicohavecome

across

digitaladvertisinginthepast4weeks66%61%58%52%53%53%53%49%49%48%43%43%43%40%

40%38%38%36%36%34%34%32%31%31%30%31%29%29%27%25%Video

portalsOnlinestoresSocial

media

Video

streaming

MusicportalsservicesWebsitesandappsof

brandsEditorialwebsitesandappsSearch

engines

Video

gamesOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

music

downloads

orstreaming

servicesfromin

the

past

12

months?";

Multi

Pick;

Base:n=53,iHeartRadio

users,n=1237,

digital

music

buyers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023iHeartRadio

users

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

digital

music

buyersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks77%66%60%60%48%56%

56%55%49%44%44%43%42%35%28%28%19%26%26%26%25%21%22%17%OnTVDirectly

inthestoreAtthemovies

OnadvertisingOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers