February 12th, 2024, Lesley Simeon
Trust the awards season to give us pop culture-defining moments. Take this year’s Grammys for instance. Taylor Swift won a history-making Best Album nod, Celine Dion made a surprise appearance and so did Meryl Streep, the otherwise-elusive Tracy Chapman crooned to her yesteryear smash ‘Fast Car’, Joni Mitchell, 80, performed on the Grammys stage for the first time in her career and, speaking of firsts, Miley Cyrus won her first ever gramophone.
We at YouGov are diving into the world of music and lyrics as well, looking at how obsessed people from different international markets are with music.
Surprise, surprise! People are obsessed with music. Data from YouGov Global Profiles – which covers demographic, psychographic, attitudinal and behavioural consumer metrics with 1,000+ questions in 47 major markets - reveals that a majority of consumers in each market consider themselves to be music obsessives or music lovers.
Mexicans claim the highest music passion, with 67% of them claiming to be music lovers and 15% of them considering themselves music obsessives. Hungarians (with a combined score of 75%), Swiss (74%) and Germans (74%) follow Mexicans in their passion for music. In Germany, 6% say they are obsessed with music while 68% claim to be music lovers.
On the other hand, Bulgarians claim the lowest passion for music across markets with a combined obsessed with music/love music score of 32%. Respondents in Japan (36%) and ABBA’s hometurf Sweden (39%) are among those with the lowest levels of music passion.
India finds a spot in the top ten, with 71% of Indians saying they are either obsessed with music or are music lovers, the most likely in Asia to say so. On the other hand, Japan has the lowest combined score in Asia (36%).
In the US, where singer-songwriter Taylor Swift is in the news daily, the combined obsessed/love score is 67%, placing the market at the 13th rank in our list. Great Britain - home of The Beatles, Queen, Amy Winehouse and more recently, Adele and Ed Sheeran - ranks at the 27th position, with a combined score of 58%.
Looking at just those who say they are obsessed with music, Turks lead (23%) followed by Thais (19%).
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 47 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.
Photo by Airam Dato-on on Pexels