Sunday, May 18, 2014

Spotify Studied Its Users’ Music Listening Habits


The results of a new study conducted by music analysis company The Echo Nest revealed that 25% of all tracks played on the streaming service are skipped in first 5 seconds. Taking into account that our music listening habits become more and more fractured, the study in question looks primarily into the “skip” habits of Spotify users. This fact is registered each time a listener abandons a track before it has completely finished, either by explicitly pressing the skip button or clicking on a different song or searching and starting another track.

The study shows that almost 25% of all tracks played are skipped within the first 5 seconds, and likelihood that a song will be skipped within the first 30 seconds is 35%. Users normally skip a song once every 4 minutes, and the chance that a track will be skipped before it ends is 50%. There’s almost no difference between the male and female skipping rate (44% and 45% respectively). However, the mobile skipping rate (51%) is greater than the desktop skipping rate (40%), which shows that users on their handheld devices interact and divert much more regularly than solitary desktop users.

According to the study, young teenagers have the highest skipping rate – over 50%, but the results also reveal that the rate rises again for users in their late 40s and early 50s. The industry experts suggested that the late-40s skipping resurgence can be caused by teenagers using their parents’ accounts.

The company which carried out a study is a Massachusetts-based firm who has provided music information to a host of clients, including Spotify, Rdio, Vevo and Rhapsody, thus helping them to improve their music recommendations for users. Those were acquired by Spotify earlier in 2014 for a rumored $100 million.

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