Kiwis still love their 70s music

VICKI ANDERSON
Last updated 05:00 25/05/2013
Dean Campbell
SURPRISING FINDINGS: Dean Campbell says he shocked at how many people would give up social media if it came to a choice between it and music.

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The relationship between wine and song is fairly well established but Coke and song?

Coca-Cola recently undertook a survey of Kiwis to find out what genre of music we prefer, the decade of music we like best and just how far we'd go if it came to choosing music over other pleasures.

DJ and George FM's music director, Dean Campbell, has waded through survey data compiled by the company in an attempt to discover more about the listening habits of Kiwis.

Sold your soul to a fizzy mogul, Dean?

''No,'' Campbell laughs. ''I was given the job of reading through the survey results and what I found surprised me and was really interesting. I knew Kiwis liked music but this survey showed more detail of our nation's listening habits. I was shocked at how many people would give up social media, for example, if it came to a choice between the two.''

The survey saw more than 1200 New Zealand adults aged 18 years and older, questioned on the importance of music in their lives, their music consumption habits and favourite music and, although Campbell agrees the number of people surveyed was relatively small, the results were intriguing.

Those surveyed chose the 1970s, the era that gave us disco, heavy metal, funk and punk as their favourite decade of song.

Nearly one-third (28 per cent) of all respondents chose the 1970s as the decade of music they'd want to listen to above all others. The 80s and the 60s followed closely in second (23 per cent) and third place (20 per cent), respectively. Music from the noughties was the least favoured (14 per cent).

The survey also found a surprisingly high proportion of Gen Y respondents preferred music from the decades before they were born. Nearly 40 per cent those aged 18-30 selected the 60s, 70s or 80s rather than the 90s and 2000s.

But, most intriguingly, nearly three-quarters (73 per cent) of respondents said, if forced to choose, they'd give-up social networking to keep music in their lives.

Just over 40 per cent were prepared to forgo television, and more than a third (34 per cent) said they'd even give-up their mobile phone.

More than 80 per cent of respondents listen to at least one hour of music each day, and some music-loving Kiwis are living a significant portion of their day to a soundtrack of songs.

One-in-three (33 per cent) listen to music for four or more hours, and just over 10 per cent listen to a hefty eight hours or more each day.

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The survey also discovered the not so startling fact that if you're looking for a music recommendation you're more likely to ask a mate than your brother or sister for musical guidance.

''From reggae around the BBQ to screaming along to rock classics at the cricket, Kiwis are known for their love of music,'' Campbell says.

''But I was surprised that the survey found our overall favourite genre is rock and that so many people still use the radio to find new music.''

At weddings we like our music from the 1980s, on road-trips we favour the classics from the 1970s, while at the gym we want to hear songs from the noughties.

* This was a nationwide survey of more than 1200 New Zealand adults aged 18 years and older conducted via Buzz Channel. The base sample of 1000 is nationally representative by age, gender and location, with a margin of error of 3 per cent Findings specific to 'GenY' New Zealanders (18-29 years old) carry a 5.9 per cent margin of error.

- Stuff

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