Wednesday, November 26th, 2014 - Roy Morgan Research

Do you hear what I hear? Hark, the herald angels are singing on eBay’s Christmas site thanks to a partnership with Spotify to stream free carols to online shoppers. But luckily for those who shop online in part to avoid all the pa-rum-pum-pum-pumping and fa-lah-lah-lah-lahling, website visitors need to sign in (or up) to a Spotify account before the tunes from the likes of Nat King Cole, Dean Martin, Bing Crosby and Frank Sinatra start spreading the cheer.

7.4 million Australians 14+ (38%) now buy something over the internet in an average four weeks, and 5.4 million (28%) stream music or radio through a website or app, the latest media usage data from Roy Morgan Research shows. But how much crossover is there between these two large (and getting larger) groups?

Quite a lot: in the year to September 2014, 2.8 million Australians did both activities in an average four weeks: 38% of online shoppers streamed music, and 52% of music streamers shopped online—rates 36% above the norm.

And the specific crossover between eBay visitors and Spotify users is even stronger, with usage among each of the other at 45% above the norm.

Source: Roy Morgan Single Source, October 2013–September 2014, sample = 3476 Australians 14+ who streamed music or radio in the last four weeks.

Tim Martin, General Manager – Media, Roy Morgan Research, says:

“Our data reveals this is a winning match: eBay will be able to instil some of the musical cheer that encourages shopping over the season (hence the ubiquity of carols in shopping centres and stores over the next four weeks), while Spotify can pitch its service and encourage sign-ups to a huge audience.

“Over half a million eBay visitors already use Spotify—but that leaves another seven million or so Australians who will be visiting eBay from now until Christmas who don’t yet use the music streaming website or app in an average four weeks.”

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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