The impact of music on businesses in public places #1
Music is important for businesses in public places such as shops, restaurants and more. However, it’s not only important to play music. It’s important to play ‘the right music’, i.e. music that fits the brand or business profile, at the right volume. Then consumers will stay longer, re-visit, recommend your business to others as well as buy more from you. But music is not only of value for businesses in public places, it has a positive impact on workplaces as well; it makes workplaces more relaxed and your employees more productive.
These are some of the results our survey reveals, conducted on 1000 Swedes between the ages of 16-64. The respondents in the survey have been asked questions about the impact of music on their everyday lives, public places and at work (public places is used as a generic term for businesses such as shops, shopping malls, supermarkets, restaurants, hotels, transportation services, sports stadiums, gym and workplaces).
The results from the survey are published in a report in Swedish, Myten om musik besannad: En undersökning om musikens betydelse för verksamheter i offentlig miljö (Uncovering a musical myth: A survey on music’s impact in public spaces). Below are some of the results.
The importance of music for people in their everyday lives
As regards the importance of music to people, music is ranked as more difficult to live without in everyday life than sports, movies and newspapers. Music also beats TV, radio, arts and literature. Only Internet and mobile phones are ranked higher.
More than 6 out of 10 say that music is important or very important to them in their lives. As for 16-24 year olds, that figure rises to 74%.
The impact music has on businesses in public places
As regards businesses, the survey reveals that ‘the right music’ makes almost 4 out of 10 stay longer in a business in a public place. That figure rises to 50% when it comes to 16-24 year olds. Further, 31% of all people return to a business in a public place which plays music that is appreciated by the visitor, or consumer. 21% recommend the business to others and 14% also say they buy more.
What music is it that is appreciated then? Which music is ‘right’, from the consumers’ point of view?
First and foremost, the music that is played in a shop or a restaurant for example, has to have the right volume. Secondly, it has to match the business’ profile, or brand. It is less important that the music corresponds to the consumers’ personal taste or that it hits the radio charts and they recognise it.
It’s important or very important that the music played in a shop or at a restaurant…
The survey further reveals that ‘the wrong music’, as in noisy or irritating, makes 44% of consumers and visitors leave a business and 38% wont come back. Almost 4 out of 10 also say that ‘the wrong music’ makes them buy less.
The impact music has on employees and workplaces
As regards music in workplaces, more than 6 out of 10 people and as many as 8 out of 10 16-24 year olds listen to music everyday, or at least once a week when they’re at work.
66% of those who listen to music everyday, or at least once a week, think that music affects them in a positive or very positive way at work. Almost 50% of the 16-24 years olds say they love to listen to music at work, and just as many say that music makes them more productive while they’re working. Further, 43% of all people say that music makes the work environment more relaxed. As regards 16-24 year olds, that figure rises to 56%.
You find more results here.
(Note: the full report is in Swedish)
Being a great fan of both food and music I found this piece from the University of Gastronimic sciences