Sony Intros Music India Segmentation Study

Sony Music Entertainment has launched a survey called the 'Music India Segmentation Study', to help artists, marketers and brands understand the music consumption habits of consumers.

The study, which is managed by Sony's in-house Insight team and by GMI, uses a nationally representative sample size of 7,500+ consumers aged 13+ based in 23 cities, each of whom are asked a series of questions around their hobbies and interests, along with the artists, brands, retailers and media outlets they regularly interact with.

The study has identified 28 consumer segments, given names such as Fanatic, Enthusiast, Casual and Indifferent - relating to the importance individuals place on music in their lives. The study also made specific analyses of the usage and consumption habits of music by teenagers in urban cities; music discovery patterns across age groups; music consumed on a daily basis; and the role music plays in marketing and advertising.

Shridhar Subramaniam (pictured), Sony Music's President for India & Middle East, comments: 'Though music is central to most Indians and the music industry in India has grown exponentially, very little has been invested to understanding how consumers discover, behave and interact with music and artists. The Music India Segmentation Study is the first in-depth and extensive research that digs deep into the music consumption habits of consumers to understand trends, preferences and lifestyle choices.'

Web site: www.sonymusic.com .