Prepared for Donovan Boyd Communications & NFD 28 th July 2008

1. DAW Understanding Study Prepared for Donovan Boyd Communications & NFD 28th July 2008 Phil Dunbar 021 809304

2. Contents • Approach 3 • General Background 4 • Music Listening Patterns 5 • Music Types Listen to 16 • Types of Music Listen to26 • Volume Listen to Music34 • Hearing42 • Ear Protection63 • Appendix70

3. Approach • Methodology • On line interview, averaging 10 minutes in duration. Interviewing occurred between 12th and 18th July 2008. • Sample size • 500, spread across all of NZ. • Respondent description/criteria • Aged 18-25 years, listen to music weekly or more often, consider themselves to have adequate or better hearing.

4. Some general background... • Defined demographically • Generation Y - The generation following Generation X, especially people born in the United States, Canada and other parts of the world from the early 1980s to the late 1990. The generation is also alternatively defined as the children of the Baby Boomer generation • Generation Y and technology • In their recent book, Reynol Junco and Jeanna Mastrodicasafound that in a survey of 7,705 college students in the US: • 97% own a computer • 94% own a cell phone • 76% use Instant Messaging and social networking sites. • 15% of IM users are logged on 24 hours a day/7 days a week • 34% use websites as their primary source of news • 28% author a blog and 44% read blogs • 97% have downloaded music and other media using peer-to-peer file sharing • 49% regularly download music and other media using peer-to-peer file sharing • 75% of college students have a Facebook account[16] • 60% own some type of portable music and/or video device such as an iPod. Source: Wikipedia

5. Music listening patterns Frequency listen to music How listen to music Where listen to music Why listen to music

6. Comment • As the sample was biased toward regular music listening, it may not be truly representative of all aged 18-25. However these results do suggest music is an integral component of Gen Y life, with almost 9 in 10 listening to music daily. • On average, Gen Y listen to music around 4-4.5 hours per day • Locations/devices where music listened to include: • Car, Computer/Laptop, Personal music device, home stereo, radio at work • Not surprisingly, those who listen to music a lot have the widest repertoire of listening devices/locations

7. How often listen to music – Total Sample Base: 500 SCREENING QUESTION About how often do you listen to music?

8. How often listen to music using different music devices Base: 500 A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?

9. How often listen to music using different music devices/options Base: 500 A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?

10. How often listen to music – In the Car Gender Age Hours per day listen to music Base: Various A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?

11. How often listen to music – Using Computer or Laptop Gender Age Hours per day listen to music Base: Various A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?

12. How often listen to music – Personal Music Device Gender Age Hours per day listen to music Base: Various A1 Looking at the list below, please indicate how often, if at all, you listen to music using the different options?

13. Number hours per day listen to music using portable music device – amongst those who listen frequently Base: 350 A3 How many hours per day do you think you listen to music using a portable music device

14. Number hours per day listen to music – Total Sample Base: Various A2 Overall, how many hours per day do you think you listen to music? - Personal Music Player

15. Number hours per day listen to music – Total Sample Gender Age Hours per day listen to music Base: Various A2 Overall, how many hours per day do you think you listen to music? - Personal Music Player

16. Where and why listen to music

17. Comment • There are many reasons for listening to music, however the central motivation is for enjoyment • Supporting this is relaxation/unwinding, especially for those who listen less often • There are 2 key locations where music is listened to: Home and car • ‘Heavy’ listeners are the most likely to have music playing ‘at work’

18. Why do you listen to music Av. 5.6 reasons mentioned Base: 500 A4 Why do you listen to music?

19. Why do you listen to musicAnalysed by number of hours listen to music Av. 5.6 6.2 5.6 4.9 Hours per day listen to music Base: 500 A4 Why do you listen to music?

20. Main reason you listen to music Base: 500 A5 And what is the main reason you listen to music?

21. Main reason you listen to musicAnalysed by number of hours listen to music Hours per day listen to music Base: 500 A5 And what is the main reason you listen to music?

22. Where you listen to music Base: 500 A6 Where do you listen to music?

23. Where you listen to music Analysed by number of hours listen to music Av. 6.4 7.2 6.2 5.5 Hours per day listen to music Base: Various A6 Where do you listen to music?

24. Where you listen to musicWhere listened to music this week Av. 6.4 3.6 Base: 500 A7 And where have you listened to music in the past week?

25. Where you’ve listened to music this week Analysed by number of hours listen to music Av. 3.6 4.2 3.5 2.9 Hours per day listen to music Base: 500 A7 And where have you listened to music in the past week?

26. Types music listen to

27. Comment • When presented with 13 broad musical genres, “Gen Y” indicated they listened to an average of 7.1 different types • There were relatively few differences across the sample (from a low of 6.4 to high of 7.9) • Regionally there are a number of differences in what is listened to

28. Genres of music listen to Av. 7.1 mentioned Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

29. Genres of music listen to Av. 7.1 7.1 7.1 Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

30. Genres of music listen to Av. 7.1 7.9 6.9 7.0 Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

31. Genres of music listen to Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

32. Genres of music listen to Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

33. Number of other genres of music listen to Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

34. Volume listen to music

35. Comment • Relatively few listen to music ‘very loud’ because it sounds better • Heavy Metal, Rock and Dance/Techno are most likely to be listened to at higher volumes by those who enjoy these genres • Younger people (18-20) and females are the most likely to turn it up to enjoy music at higher volumes

36. Volume listen to music Base: 500 A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

37. Volume listen to music- Those who listen to that genre ‘Loud’ 43% 69% 54% 60% 54% 24% 41% 60% 10% 13% 13% 11% 12% Base: Various A8 Please look at the different types or genres of music and indicate how loud you like to listen to that type of music, if you listen to it at all?

38. Music sound better when it’s loud Base: 500 A9 Does music sound better when it’s loud?

39. Music sound better when it’s loud ‘Yes’ 36% 40% 37% 33% 32% 38% Base: Various A9 Does music sound better when it’s loud?

40. Music sound better when it’s loud ‘Yes’ 36% 42% 30% 34% 28% 33% 48% 34% Base: Various A9 Does music sound better when it’s loud?

41. Music sound better when it’s loud- Those who listen to that genre Base: Various A9 Does music sound better when it’s loud?

42. hearing

43. Comment • Most consider their hearing to be ‘good’ • Notwithstanding this being a criteria to participate • While around one quarter indicate they have suffered hearing problems in the past, it is a relatively rare occurrence • Those who indicate that music played loud is more enjoyable are more likely to have experienced hearing problems • Ringing in the ears for a few hours has been experienced by almost half of this group, while longer term hearing issues are rare • Interestingly younger people are more likely to have experienced ‘ringing ears’ • The musical genre doesn’t appear to be an influencing factor

44. Comment • When asked to agree/disagree with a number of statements about different factors, most seemed to know what was correct • If there hearing was to suffer, most would take up the issue with their doctor • Amongst those who seemed unsure as to what to do, there was a pre-dominance of younger people. • Eyesight was thought to be more important than hearing • Interesting those who listen to music the most were the most likely to value hearing. • A small proportion would prefer to enjoy the moment and listen to loud music now, and suffer the consequences tomorrow.

45. Personal rating of hearing Base: Various SCREENING QUESTION: Overall how would you rate your hearing?

46. Ever suffered hearing problems ‘Yes’ 25% 25% 23% 27% 28% 24% Base: Various B1 Have you ever suffered from hearing problems at any point in the past?

47. Ever suffered hearing problems- Analysed by music sounding better when it’s loud ‘Yes’ 25% 33% 23% 25% 24% 4% Base: Various B1 Have you ever suffered from hearing problems at any point in the past? A9 Does music sound better when it’s loud?

48. Ever experienced dullness or ringing in the ears after listening to music Base: Various B2 Have you ever experienced the following after listening to music?

49. Ever experienced:Dullness of hearing for a few hours Base: Various B2 Have you ever experienced the following after listening to music?

50. Ever experienced:Dullness of hearing for a day or more Base: Various B2 Have you ever experienced the following after listening to music?