Songs a soundtrack to Kiwi life
23 April, 2013
Songs a soundtrack to Kiwi life
• Most Kiwis would choose to give-up social
media to keep music in their lives
• One-in-three listen to 4+ hours of music each day
• Gen Y trumps earlier generations for musical passion, leading change in how music is sourced and enjoyed
Music is so important to Kiwis that, if asked to choose, many of us are prepared to give up social media, television and even our mobile phone to keep music in our lives, a new survey for COCA-COLA has found.
COCA-COLA asked more than 1200 New Zealanders, aged 18 and over, about music's role in their life as part of the 'Share a COKE(r) and a Song' campaign. The unique campaign gives consumers online access to stream and enjoy 50 popular songs from each of the last 50 years through specially-marked packs of COKE(r) and COKE ZERO(r).
Nearly three-quarters (73%) of respondents said, if forced to choose, they'd give-up social networking to keep music in their lives. Just over 40% were prepared to forgo television, and more than a third (34%) said they'd even give-up their mobile phone.
"From reggae around the BBQ to screaming along to rock classics at the cricket, Kiwis are known for their love of music. It's cool that COCA-COLA is celebrating just how important it is compared to others things in our lives," says music commentator and DJ Dean Campbell.
More than 80% of respondents listen to at least one hour of music each day, and COCA-COLA found some music-loving Kiwis are living a significant portion of their day to a soundtrack of songs. One-in-three (33%) listen to music for four or more hours, and just over 10% listen to a staggering eight hours or more each day.
"Share a COKE(r) and a Song is about celebrating the happiness that sharing music adds to our lives. This survey shows how important music is, and how influential its can be for people across generations," says Brid Drohan-Stewart, Sparkling Beverages Marketing Manager for COCA-COLA.
"We're excited to give Kiwis of all ages a new way to explore and enjoy popular music from the last 50 years. We want them to rediscover special moments with friends and family through 'Share a COKE(r) and a Song."
In the spirit of sharing songs and moments, almost all respondents could name a special someone who had influenced their musical preferences, with friends the biggest influence (26%). Other common influencers include partners and spouses (15%) and Dads carrying similar clout (14%).
Dean, who is also George FM's Music Director agrees: "It's true; nothing beats good times spent with friends over good music, whether it's a massive concert or a casual catch-up. For me, those moments have definitely shaped the music I'm into and even what I do for a job.
"It's refreshing to know that Kiwis would be prepared to shut the laptop and switch off the TV if it meant keeping the music they love in their lives."
Gen Y leading
change in how we share and enjoy songs
The COCA-COLA 'Share a COKE(r) and a Song' survey showed Gen Y New Zealanders (aged 18-29 years old) have a greater passion for music than older generations. Three-quarters (76%) of Gen Y respondents rated music as 'very important' or 'important' in their day-to-day lives (versus just 61% of those over 30 years old).
Gen Y also led the way in embracing new ways of sourcing and enjoying songs. While public outlets like radio held strong as the leading source of music across all generations (53%), Gen Y respondents showed a much higher use of online sources (37%) such as downloading and streaming (compared to just 21% of those aged 30 and over).
"Luckily for Gen Ys, their insatiable passion for music is matched by the technology that allows them to access their favourite tunes pretty much anywhere. In 2013, your record collection can be in your pocket," says Dean.
Gen Y showed a lower preference for hardcopy collections, like CDs and records, with only 13% of these respondents preferring this source, versus 17% of respondents overall.
Share a COKE(r) and a
Kiwis are invited to lift the lid on more than 2,500 songs from the last 50 years of popular music as special bottles and cans of COKE(r) and COKE ZERO(r) hit the shelves. Each specially-marked pack features a year between 1963 and 2013 and provides online streaming access to 50 popular songs from that year. By visiting www.shareacoke.co.nz and entering the unique code from their pack, consumers can unlock, listen to and share with friends and family via Facebook and email until 31 August.
About the Survey
The COCA-COLA Share a COKE(r) and a Song survey was a nation-wide survey of more than 1200 New Zealand adults aged 18 years and older conducted via Buzz Channel. The survey questioned Kiwis on the importance of music in their lives, their music consumption habits and favourite music. The base sample of 1000 is nationally representative by age, gender and location, with a margin of error of 3%. Findings specific to 'GenY' New Zealanders (18-29 years old) carry a 5.9% margin of error.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by 'Coca-Cola', the world's most valuable brand, our Company's portfolio features 15 billion-dollar brands including 'diet Coke', 'Fanta', 'Sprite', 'Coca-Cola Zero', 'Glaceau vitaminwater', 'Powerade', 'Minute Maid', 'Simply', 'Georgia' and 'Del Valle'. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates.
The Coca-Cola Company is represented in New Zealand by Coca-Cola Amatil and Coca-Cola Oceania. For more information about our Company, please visit our website at www.livepositively.co.nz