Understanding music consumption habits of digi natives : patterns and preferences
Leppäkorpi, Jarno (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060521102
https://urn.fi/URN:NBN:fi:amk-2024060521102
Tiivistelmä
The purpose of this study is to build an understanding of the consumer behaviour of digi native people in the music industry.
This study uses a quantitative approach, as the goal is to find general data about the target group in order to build a generalized understanding of their consumer behaviour in a certain market. The empirical research in this study consists of a survey, which is used to find statistical data of the target group and their behaviour in the industry.
The study found that the target group consumes music mostly through a streaming service called Spotify, and the key external force influencing their consumption choic-es was social media.
This study uses a quantitative approach, as the goal is to find general data about the target group in order to build a generalized understanding of their consumer behaviour in a certain market. The empirical research in this study consists of a survey, which is used to find statistical data of the target group and their behaviour in the industry.
The study found that the target group consumes music mostly through a streaming service called Spotify, and the key external force influencing their consumption choic-es was social media.