* As the world celebrates Make Music Day, the study reveals the importance of music in pop culture and how the JBL brand has uniquely shaped it
Music transports listeners to other times and places
With a legacy of powering many of the world's most epic events, including
Music's ability to take the listener to another time and place was underscored this past year, as millions of people around the world turned to music as a means of lifting their spirits and finding solace during the Covid-19 health crisis. Survey respondents agreed that music offers them a means of escape when facing difficult situations, echoing a previous OnePoll/HARMAN study in which 81.5% of respondents said that music had helped them cope with self-isolation during the pandemic. As listeners reached for the comfort of music over the past year, 30% of US respondents preferred "
Musical tastes evolve over time
Few people, if any, never change their minds about music; while nearly half of American respondents discovered their first favorite musical artist between the ages of 11 and 24, 66% said that their musical taste had significantly changed over the years, partly due to such outside influences as their friends (32%), music TV (28%), and their parents (27%). But despite listeners' evolving musical tastes, most expressed a marked degree of loyalty to their favorite artists, with 64% of Americans saying that their favorite artist had not changed over the past decade. Transmission is important to most music lovers as well: 65% of Americans hope to pass down their taste for music to their children.
Live concerts still define the immersive experience
There is no experience to match the emotion and thrill of a live concert, and over its history the JBL brand has become synonymous with live music amplification. JBL products have powered countless concerts and collaborated with major artists over the past several decades, including most recently Martin Garrix and
Sound quality drives the musical experience
If listeners are to reap the full rewards of music, quality is essential. In the US, 72% of respondents said that sound quality is an important factor in their enjoyment of music, reflecting one of the key trends to emerge during the pandemic, which is the growing demand for high-quality audio equipment. The need to work, study, and exercise from home, combined with the desire to enjoy live concerts and other musical content via streaming have all boosted demand. So too has the growing interest in online gaming, which greatly benefits from quality audio equipment such as JBL's Quantum range of headsets made specifically for gaming.
Aware of the role that high-quality audio equipment plays in sound quality, 45% of Americans cited speakers as being their most important electronic device. "With 75 years of rich musical heritage to its name, JBL offers listeners of all ages and musical tastes a vast array of high-quality audio equipment designed to help them get the most out of every minute they spend listening," said
ABOUT HARMAN
HARMAN (harman.com) designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. With leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®, HARMAN is admired by audiophiles, musicians and the entertainment venues where they perform around the world. More than 50 million automobiles on the road today are equipped with HARMAN audio and connected car systems. Our software services power billions of mobile devices and systems that are connected, integrated and secure across all platforms, from work and home to car and mobile. HARMAN has a workforce of approximately 30,000 people across the
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Sr.
Lifestyle Audio and HARMAN
Carole.Campbell@harman.com
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