Understanding the Singaporean Music Buyer: Demographics and Psychographics

The Singaporean music buyer is predominantly young, digitally savvy, and values personalized, culturally resonant music experiences. Demographically, the core music consumers are aged 15 to 34, who show the highest interest in music, spending over 21 hours weekly listening, often for relaxation and well-being. Psychographically, these consumers prefer curated playlists, algorithm-driven recommendations, and music that integrates local cultural elements, fostering community and identity.

Key demographic and psychographic insights include:

• Age and Interest: 51% of Singaporeans aged 15-34 are the most engaged music listeners, indicating youth as the primary demographic for music consumption.
• Music Discovery: Radio remains a notable discovery channel, especially among the 35-49 age group, but digital platforms like Facebook, Spotify, and social media are increasingly dominant for younger listeners.
• Digital and Social Media Usage: With 88.2% of the population active on social media and an average of 7.2 platforms used monthly, Singaporean music buyers are highly connected and consume music content across multiple digital channels.
• Cultural Preferences: There is a strong affinity for local music, with 67% of Singaporeans listening to music composed or performed by local artists, reflecting a psychographic preference for cultural relevance and community connection.
• Listening Context: Music is primarily consumed during rest and relaxation (45%), highlighting its role in well-being and lifestyle.
• Listener Profiles: The National Arts Council identifies diverse listener profiles, from reserved music lovers to extroverted enthusiasts and casual listeners, indicating varied psychographic segments within the market.

In summary, the Singaporean music buyer is a young, culturally engaged, and digitally connected individual who values personalized, accessible music experiences that align with their lifestyle and identity. Retailers and music providers targeting this market benefit from leveraging digital platforms, local content, and lifestyle-oriented music strategies.