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Millennials and Gen Z are more likely to buy from a brand when they hear its sound

More than 1 in 5 (21 per cent) UK adults under the age of 35 years are more likely to purchase a brand’s products the more they hear the sound associated with that brand, according to new research commissioned by DLMDD, a specialist audio branding agency.

The survey of 2,000 UK adults conducted by YouGov digs deeper into the purchasing power of sound within brand marketing, particularly for young adults. It found that nearly 1 in 5 (19 per cent) adults under the age of 35 are more likely to continue to purchase from a brand that has a sonic identity, than one that does not. This compares to 13 per cent of all UK adults over the age of 18.

The second in a series of research projects with YouGov, the study was commissioned by DLMDD to further explore the drivers of purchasing intent amongst consumers, revealing that the use of sound played a more pivotal role in driving consumer choices for the younger demographic. The research also revealed:

  • Nearly 1 in 5 (19 per cent) UK adults under the age of 35 feel more loyal towards a brand that has a sonic identity, than one that does not
  • 1 in 3 (33 per cent) of adults under the age of 35 are more likely to continue to purchase from a brand that has a recognisable logo than one that does not
  • A quarter (25 per cent) of UK adults under the age of 35 are more likely to continually purchase from a brand that has a memorable TV advert than one that does not

Max De Lucia, co-founder of DLMDD, comments:

“Following our initial survey earlier this year, we were keen to investigate the impact of repeatedly hearing a brand’s sonic identity and whether this would influence a consumer’s decision to buy from that brand. With more than a fifth of Millennials & Gen Z more likely to purchase a brand’s products the more they hear the sound associated with that brand, the research clearly shows the purchasing power of sound within brand marketing for young adults, many of whom consume news and information from a wide variety of digital platforms where sound plays an integral part.

“What’s more, with a quarter of UK adults under 35 more likely to continually to purchase from a brand that has a memorable TV ad, the important role that sound plays within brand building is further highlighted, as music and sound are both key ingredients to successful advertising campaigns.”

Professor Charles Spence, Experimental Psychologist at The University of Oxford, comments:

“The results of this latest survey help to emphasise the importance of a brand’s sonic, as opposed to visual identity, for younger consumers. In the age of the smart speaker, brands really do need to think about, and optimise, how they sound in the ears of the consumer.”

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