4.1.1.

1 Descriptive statistics Personal Attitude

Table 4.2
Descriptive stats- Social media platforms and motives for which they are used

YOUTUBE MOTIVES

Frequency Percent
20 18.5
Valid Level of interaction
Streaming/downloading 34 31.5
music
Sharing music/artist 7 6.5
pages
29 26.9
Diversity of content
Exploring new 18 16.7
music/artist
108 100.0

As observed in the above table,majority of consumers use youtube majorly for streaming or
downloading music . Also , this platform ranks low when it comes to ease of sharing music on
that platform .

SPOTIFY MOTIVES

Frequency Percent
Valid Level of interaction 3 2.8
 Streaming/downloadin
g music 80 74.1
Sharing music/artist
pages 3 2.8
Diversity of content 8 7.4
Exploring new
music/artist 14 13.0
Total 108 100.0

As observed in the above table, the major motive behind people choosing spotify as a platform is
for streaming and downloading music .However ,level of interaction with the artists remains
extremely low on this platform

INSTAGRAM MOTIVES
Frequency Percent
Valid Level of interaction 55 50.9
Streaming/downloadin
g music 5 4.6
Sharing music/artist
pages 32 29.6
Diversity of content 2 1.9
Exploring new
music/artist 14 13.0
Total 108 100.0

As observed in the above table, Instagram ranks high on level of interaction with the artists, This
can be attributed to the instagram DMs which allow people to directly interact with bands and
musicians
FACEBOOK MOTIVES
Frequency Percent
Valid Level of interaction 16 14.8
Streaming/downloadin
g music 11 10.2
Sharing music/artist
pages 66 61.1
Diversity of content 8 7.4
Exploring new
music/artist 4 3.7
Others 3 2.8
Total 108 100.0

As observed in the above table, Sharing music/artists pages is the major motive behind using
facebook as a platform for music. This feature allows the consumers to write ,share ,comment
and tag bands or musicians which gives a high reach .

Which category do you fall in in terms of daily usage of social media platforms
for music * Do you purchase music online? Crosstabulation
Count
Do you purchase music online?
Yes No Total
Which category do you fall in in Less than 2 hours 9 29 38
terms of daily usage of social 2-4 Hours 18 26 44
media platforms for music 4-8 Hours 10 9 19
More than 8 hours 5 1 6
Total 42 65 107

Which device do you generally use for social media activities related to music * Which
of the following platforms do you most frequently use when it comes to music
Crosstabulation
Count
Which of the following platforms do you most frequently use when it Total
comes to music
 Youtub Instagra Apple Soundclou
e Spotify m music d Other 12
Which device do you Mobile phones 30 20 4 0 3 5 1 63
generally use for Laptops 3 2 1 0 1 0 0 7
social media ipod 0 1 1 0 0 0 0 2
activities related to Mobiles and 17 8 2 2 3 3 0 35
music laptops
7 0 1 0 0 0 0 0 1
Total 50 32 8 2 7 8 1 108

SOUNDCLOUD MOTIVES
Frequency Percent

Streaming/downloadin
Valid g music 76 70.4
Sharing music/artist
pages 6 5.6
Diversity of content 10 9.3
Exploring new
music/artist 11 10.2
Others 5 4.6
Total 108 100.0
As observed in the above table, Souncloud is majorly a streaming platform and has given a major
platform for budding musicians to upload their music.

APPLE MUSIC MOTIVES

Frequency Percent
Valid Level of interaction 4 3.7
Streaming/downloadin
g music 56 51.9
Sharing music/artist
pages 7 6.5
Diversity of content 12 11.1
Exploring new
music/artist 23 21.3
Others 6 5.6
Total 108 100.0

As observed in the above table, Apple music is majorly used for streaming/downloading and
exploring new musc and artists

OTHER PLATFORM MOTIVES

Frequency Percent
Valid Level of interaction 7 6.5
Streaming/downloading
music 72 66.7
Sharing music/artist
pages 6 5.6
Diversity of content 14 13.0
Exploring new
music/artist 7 6.5
Others 2 1.9
Total 108 100.0
As observed in the above table, other platforms are majorly used for streaming and are in a
minority as there is a limit to diversity of content and level of interaction with the artists.

CROSS TABULATION Do you purchase music online ?

YES NO
Which of the following Youtube 18 32
platforms do you most Spotify 12 20
Instagram 4 4
frequently use when it Apple music 2 0
comes to music Soundcloud 4 3
Other 2 6

Total 42 66 108

Social media plays a major role in music and artist promotions

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 10 9.3 9.3 9.3
Agree 45 41.7 41.7 50.9
Strongly Agree 53 49.1 49.1 100.0
Total 108 100.0 100.0
Social media platforms have a significant impact on music purchase
decision of the customer
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly disagree 1 .9 .9 .9
Disagree 4 3.7 3.7 4.6
Neutral 22 20.4 20.4 25.0
Agree 49 45.4 45.4 70.4
Strongly Agree 32 29.6 29.6 100.0
Total 108 100.0 100.0

What are the primary activities related to music for which you use
social media platforms
Cumulative
Frequency Percent Valid Percent Percent
Valid Streaming/Downloading 23 21.3 21.3 21.3
Interacting with artists 3 2.8 2.8 24.1
Discovering/finding new 15 13.9 13.9 38.0
music
Sharing 5 4.6 4.6 42.6
music/artists/fanpages
Others 5 4.6 4.6 47.2
streaming downloading and 13 12.0 12.0 59.3
Interacting with artists

4.1.1.1 Descriptive statistics Personal Attitude

Table 4.2
Descriptive stats- Social media platforms and motives for which they are used

YOUTUBE MOTIVES

Frequency Percent
 20 18.5
Valid Level of interaction
Streaming/downloading 34 31.5
music
Sharing music/artist 7 6.5
pages
29 26.9
Diversity of content
Exploring new 18 16.7
music/artist
108 100.0

As observed in the above table,majority of consumers use youtube majorly for streaming or
downloading music . Also , this platform ranks low when it comes to ease of sharing music on
that platform .

SPOTIFY MOTIVES

Frequency Percent
Valid Level of interaction 3 2.8
Streaming/downloadin
g music 80 74.1
Sharing music/artist
pages 3 2.8
Diversity of content 8 7.4
Exploring new 14 13.0
 music/artist
Total 108 100.0

As observed in the above table, the major motive behind people choosing spotify as a platform is
for streaming and downloading music .However ,level of interaction with the artists remains
extremely low on this platform

INSTAGRAM MOTIVES
Frequency Percent
Valid Level of interaction 55 50.9
Streaming/downloadin
g music 5 4.6
Sharing music/artist
pages 32 29.6
Diversity of content 2 1.9
Exploring new
music/artist 14 13.0
Total 108 100.0

As observed in the above table, Instagram ranks high on level of interaction with the artists, This
can be attributed to the instagram DMs which allow people to directly interact with bands and
musicians

FACEBOOK MOTIVES
Frequency Percent
Valid Level of interaction 16 14.8
Streaming/downloadin
g music 11 10.2
Sharing music/artist 66 61.1
 pages
Diversity of content 8 7.4
Exploring new
music/artist 4 3.7
Others 3 2.8
Total 108 100.0

As observed in the above table, Sharing music/artists pages is the major motive behind using
facebook as a platform for music. This feature allows the consumers to write ,share ,comment
and tag bands or musicians which gives a high reach .

Which category do you fall in in terms of daily usage of social media platforms
for music * Do you purchase music online? Crosstabulation
Count
Do you purchase music online?
Yes No Total
Which category do you fall in in Less than 2 hours 9 29 38
terms of daily usage of social 2-4 Hours 18 26 44
media platforms for music 4-8 Hours 10 9 19
More than 8 hours 5 1 6
Total 42 65 107

Which device do you generally use for social media activities related to music * Which
of the following platforms do you most frequently use when it comes to music
Crosstabulation
Count
Which of the following platforms do you most frequently use when it
comes to music Total
Youtub Instagra Apple Soundclou
e Spotify m music d Other 12
Which device do you Mobile phones 30 20 4 0 3 5 1 63
generally use for Laptops 3 2 1 0 1 0 0 7
social media ipod 0 1 1 0 0 0 0 2
activities related to Mobiles and 17 8 2 2 3 3 0 35
music laptops
7 0 1 0 0 0 0 0 1
Total 50 32 8 2 7 8 1 108

SOUNDCLOUD MOTIVES
Frequency Percent

Streaming/downloadin
Valid g music 76 70.4
Sharing music/artist
pages 6 5.6
Diversity of content 10 9.3
Exploring new
music/artist 11 10.2
Others 5 4.6
Total 108 100.0

As observed in the above table, Souncloud is majorly a streaming platform and has given a major
platform for budding musicians to upload their music.

APPLE MUSIC MOTIVES

Frequency Percent
Valid Level of interaction 4 3.7
 Streaming/downloadin
g music 56 51.9
Sharing music/artist
pages 7 6.5
Diversity of content 12 11.1
Exploring new
music/artist 23 21.3
Others 6 5.6
Total 108 100.0

As observed in the above table, Apple music is majorly used for streaming/downloading and
exploring new musc and artists

OTHER PLATFORM MOTIVES

Frequency Percent
Valid Level of interaction 7 6.5
Streaming/downloading
music 72 66.7
Sharing music/artist
pages 6 5.6
Diversity of content 14 13.0
Exploring new
music/artist 7 6.5
Others 2 1.9
Total 108 100.0

As observed in the above table, other platforms are majorly used for streaming and are in a
minority as there is a limit to diversity of content and level of interaction with the artists.

CROSS TABULATION Do you purchase music online ?

YES NO
Which of the following Youtube 18 32
platforms do you most Spotify 12 20
Instagram 4 4
 frequently use when it Apple music 2 0
comes to music Soundcloud 4 3
Other 2 6

Total 42 66 108

Social media plays a major role in music and artist promotions

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 10 9.3 9.3 9.3
Agree 45 41.7 41.7 50.9
Strongly Agree 53 49.1 49.1 100.0
Total 108 100.0 100.0

Social media platforms have a significant impact on music purchase

decision of the customer
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly disagree 1 .9 .9 .9
Disagree 4 3.7 3.7 4.6
Neutral 22 20.4 20.4 25.0
Agree 49 45.4 45.4 70.4
Strongly Agree 32 29.6 29.6 100.0
Total 108 100.0 100.0
 What are the primary activities related to music for which you use
social media platforms
Cumulative
Frequency Percent Valid Percent Percent
Valid Streaming/Downloading 23 21.3 21.3 21.3
Interacting with artists 3 2.8 2.8 24.1
Discovering/finding new 15 13.9 13.9 38.0
music
Sharing 5 4.6 4.6 42.6
music/artists/fanpages
Others 5 4.6 4.6 47.2
streaming downloading and 13 12.0 12.0 59.3
Interacting with artists