Study: 84% Of Young Aussie Shoppers Want To Influence In-store Music

group of friends shopping in a mall
SHARE
THIS



Mood Media has launched a global study, The State of Brick & Mortar: 2017, revealing motivations and influences in shopping behaviour and consumer insights into retail experiences.

The quantitative study is based on a survey of more than 11,000 consumers in nine countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the United States.

A total of 1,000 consumers were interviewed in Australia. Of those surveyed, over 70 per cent of under-45s would like to receive redeemable promotions on their mobile device whilst in store, 86 per cent of all surveyed believe music makes the shopping experience more enjoyable, and 64 per cent of Millennials would rather shop in-store than online if the right mood or atmosphere is created.

Consumers greatly value the tactile nature of offline shopping

According to the study, 78 per cent of global consumers cite ‘the ability to touch, feel and try products’ as their number one reason for shopping in bricks-and-mortar stores. The figure is similar in Australia at 76 per cent.

The State of Brick & Mortar (Mood Media)

In-store frustrations remain

Items or sizes being out of stock was the most common frustration across Australia (56 per cent), particularly among younger shoppers. Waiting in line represents the second most frustrating aspect of in-store shopping (55 per cent), with a too busy and hectic atmosphere following as the third top irritant (45 per cent).

The State of Brick & Mortar (Mood Media)

Music is a crucial ingredient

Music appears to provide quite the tonic for in-store frustrations, with eight out of ten people globally finding waiting times to be less dull when music is playing.

Music proves particularly influential in the in-store experience, with over 80 per cent of respondents asserting that music makes their shopping experience more enjoyable and lifts their mood.

Shoppers most influenced by music while shopping are those in Australia, China, the USA, and Netherlands, with over 90 per cent of consumers from each country registering positive emotions.

Music can have a real impact on shoppers’ mood, with 90 per cent of consumers experiencing positive feelings when the right music is playing in a store. Positive feelings include feeling welcome, relaxed and inspired.

Australian’s describe feeling particularly happy when their favourite tunes are played (49 per cent) while consumers from the Netherlands feel that music is most important in providing a sociable atmosphere (62 per cent).

Furthermore, 84 per cent of young shoppers in Australia would like to influence the music in-store.

Two-thirds of those globally surveyed assert that they feel more connected to brands that play the right music. The majority is composed of the youngest generation, which often appear the hardest to engage, while Baby Boomers are the least likely to feel connected to a brand that plays the right music, despite often being considered as the most loyal customers.

The research found that there is a direct correlation between the absence of music and negative feelings for consumers, with more than half of respondents globally (56 per cent in Australia) claiming to feel uncomfortable, angry or depressed when there is no music playing in a shop.

Atmosphere matters

When music is partnered with visuals and scent to create a bespoke in-store atmosphere, 64 per cent of Australian consumers say they’re more likely to revisit, and 54 per cent say they’re more likely to recommend the place to others.

Furthermore, 68 per cent of Millennials cited an enjoyable, branded in-store atmosphere would make them more likely to stay in-store for longer.

In nearly all instances across the world, those aged 18-34 rate the atmosphere and experience to be more important than any other age group, with one in three citing it is as the top reason to choose in-store over shopping online.

Most impulse buys aren’t triggered by accident

When it comes to making unplanned purchases, 62 per cent of Australian consumers across all ages cite that discounts and promotions most influence their impulse purchases, with men being slightly more sensitive to this leverage.

A third of consumers cite ‘feeling in the right mood’ as their top driver, with younger generations being more influenced by the store atmosphere than older ones.

Consumers want to be a part of the in-store experience

According to the study, almost three quarters of Millennials from across Australia assert that they would like the opportunity to influence music played in-store. Australia is the top country overall wanting to be able to influence the music playing in-store (49 per cent versus 41 per cent of worldwide respondents).

Mobile devices are increasingly used as shopping tools

Mood Media’s research uncovered an increasing worldwide demand for interactive technology to be incorporated into the in-store experience, with more than half of people surveyed enthused by the possibility of being able to receive redeemable promotions on their mobile phones while in-store.

The widespread introduction of mobile promotions would be good news for consumers in the UK, with bargain-hunting Brits topping the global poll for using their mobile phones to see whether they can find products for a cheaper price elsewhere.

In comparison, shoppers from Australia are most likely to use their mobile to scour social media, while shoppers in Spain use their phones to ask for advice from family and friends.

The use of mobile varies amongst generations. While Generation Z and Millennials often use their phone while shopping to check their social media platforms, Baby Boomers only use it sporadically – primarily to get advice from their friends.

When asked what type of stores they would like to receive redeemable mobile promotions from, Baby Boomers, Generation X and Millennials from most countries including Australia select supermarkets and grocery, while the youngest generation select clothing and footwear.

On the other end of the scale, offers from banking/financial institutes represent the least interesting opportunities from all age groups.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]