Reveal Marketing Research conducted a nationwide representative study to understand to what extent the familiar background music influences how Romanians feel and interact with their surroundings when visiting various commercial spaces for shopping and leisure.

Stores (83%) and malls (48%) are the main leisure destinations for Romanians

85% of Romanians believe that familiar music positively influences them in public locations.

54% of Romanians extend their shopping sessions if they hear music they like in the background.

Stores and malls are the primary leisure destinations for Romanians, with 54% extending their shopping sessions if they hear familiar music they enjoy.

According to the results of the study implemented by Reveal Marketing Research, the most frequented public locations where Romanians spend their leisure time are stores (83%) and shopping centers/malls (48%).

It is observed that for those aged 35-44, a demographic with higher purchasing power, malls represent a more significant leisure option (55%).

Focusing on the role of music in commercial spaces, 63% of Romanians consider it important to hear familiar music when they go to malls, and 59% when they go for regular shopping in stores.

Consumer behavior in such moments is influenced by music, with 54% of respondents stating that they spend a longer time shopping in both stores and shopping centers if they hear their favorite familiar music in the background. The main motivation mentioned is that the music distracts their attention and encourages them to spend more time in the respective commercial space.

Moreover, a significant 37% of consumers stated that they would be willing to spend more money in stores or malls if they hear familiar music they like in the background.

30% of Romanians prefer a faster rhythm of familiar music when in commercial spaces, while 34% do not have a clear preference for musical genre in such situations.

According to the study data, 85% of respondents believe that familiar music positively influences them in public locations.

Additionally, Romanians declare, in a proportion of 66%, that it is important or very important for the musical genre to be to their liking in a public space (e.g., bar, terrace, store, etc.), with consumers aged 35-44 showing a significantly higher preference (72%).

Following the main associations between attributes of familiar music and different types of public locations, we find that, for most Romanians, an appropriate volume of music makes the environment more pleasant in stores, while in the case of malls, the focus is more on the rhythm of the background music.