Thursday, October 16th, 2014

Half of Australian smartphone owners (14+) play music/mp3s and 13% stream music via their mobile phones, the latest data from Roy Morgan Research shows.

Vodafone this week announced its post-paid mobile customers will soon get music streaming service Spotify Premium included for free in their monthly plan. The partnership gives Vodafone customers free access to millions of songs to play on-demand, without ads. 

Of the three network operators, Vodafone’s customers are already the most likely to have played music/mp3s in an average four weeks in the year to June 2014 (56%) but those with Optus were slightly more likely to have streamed music via their mobile (15%, compared with 14% for Vodafone).

The Vodafone-Spotify system looks to operate the reverse of what Telstra did with MOG, where Telstra mobile customers pay to access the service but get unmetered streaming of song data.

% of smartphone owners by provider who accessed music via mobile in the last four weeks:

Source: Roy Morgan Single Source, July 2013 – June 2014, n = 4555 Australian smartphone owners 14+

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

“The streaming space is really dynamic at the moment, and we are watching developments in this new industry with interest. Interestingly, when we take a deep dive into our media and telecommunications data, which tracks the consumption and uptake of streaming services by Australian consumers, we find that our data very much supports this deal between Spotify and Vodafone We believe that brands who combine digital services with their core products stand to meet the needs of emerging consumers in innovative ways.

“Other telcos, as well as the other music and radio streaming services including Pandora (which recently did a deal with Ford), TuneIn and Rdio, will no doubt keep a close eye on how this latest partnership develops. We are sure that they will be using a blend of consumer research and their own first party digital data and investigate all sorts of potential new ways to align physical products, media and content services.”

Contact Profile

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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