Last week, Shazam announced that it was partnering with more than 30 music artists to launch a new feature that allows users to see the songs being listened to by their favorite acts. According to Shazam, the artists – who include Calvin Harris, One Direction and Coldplay – have a combined total of over 600 million Shazam followers.

Seen by many as a direct response to Apple Music’s Connect feature, this week’s first Chart of the Day takes a look at the profile of Shazam users in order to understand why they are such a valuable audience.

As our data shows, Shazammers are a young group: over 7 in 10 users are under 35. What’s more, over a quarter come from the top income quartile and almost 3 in 4 describe themselves as being constantly connected online (putting them 30% ahead of the average internet user).

Perhaps most significant of all are their behaviors in relation to digital content; some 35% say they paid for a music download last month, making them 80% more likely than others to have done this. It’s not all plain sailing for Shazam though – just over 1 in 5 say they pay for a music streaming service, suggesting that a not insignificant portion of Shazammers will be susceptible to the lure of Apple Music.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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