Questionnaire
1. What is your gender?
Male Female
2. What is your age range?
16-24 25-34 35-50
3. In which country do you live?
4. What kind of music listener are you?
I’m usually an early adopter, searching for new music on the internet I’m usually a late adopter, influenced by recommendations
I usually listen to my favourite music
I do not search for new music (e.g. listening to random music) 5. What music consumption sources do you use?
Streaming platform YouTube
Download services Radio
CDs Others
6. Can you indicate how many hours per week do you use these music consumption sources?
0 hours 1-2 hours 2-5 hours 5-10 hours 10-15 hours more than 15 hours Steaming
platforms YouTube Download services Radio CDs
7. Are you using Spotify in your music experience?
Yes No
8. Are you a free users or a subscriber?
Free user Subscriber
9. If you are a free user, why do not you subscribe to it?
I do not want to spend any money If it is free, why should I pay for it?
I like listening to advertisements I can tolerate the free version
10. If you are a subscriber, why did you choose to pay for it?
I do not want any advertisement
I want to take part of special offers for subscribers (e.g. new released songs) I can listen offline
I want to pay for the service
11. How much do you pay for the service? Could you please indicate you amount per month?
12. Where/when do you use it? (max. 3 answers) In the car
At home
Walking around At work
On public transport Working out
13. Why do you use Spotify? (max. 3 answers) It is convenient
It is for free and easy to use It is a good alternative to piracy It offers a large catalogue of music
Because of its features (Discovery week, playlists recommendations) 14. On which devices do you use Spotify? (max. 3 answers) On my smartphone
On my computer On my tablet On car dashboard On my connected TV Others
15. How did you find out about Spotify? (max. 2 answers) On social media
Friends’ recommendations On the internet
In the news Others
16. What is your opinion about Spotify advertisements?
I find them funny to listen because they have interesting music and topics
I find them annoying because I do not like these interruptions while I’m listening to music I like them but I would like to hear some different ads, not always the same
I do not appreciate them but they do not bother me Others
17. If you could choose, would you choose to listen to Spotify’s own ads or third party Brands’
ads? Why?
18. Suppose you could choose ads to listen during your music experience on Spotify, selecting your favourite Brands and favourite music on the background, getting updated information about the Brand and latest released songs, would you pay for the service anyway?
I would pay for it because I want to listen to music without interruptions
I would not pay for it because even though I had interruptions, I would like to listen to ads I like 19. What kind of emotions do you get when you listen to Spotify’s own ads?
I’m annoyed because it interrupted your music experience
I’m annoyed, but at the same time it is funny because of its full of life voiceover and instrumental music on the background
I’m delighted because it does not detach from the kind of music I usually listen to 20. Do Spotify’s own ads make you remember some specific moments in your life?
Yes, sometimes
Yes, whenever I hear some common situations in the commercial No, I usually do not connect commercial to some past moments
21. Did Spotify Premium ads actually let you purchase the Spotify subscription?
Yes, I tried 3 months for 0,99 cents, but then I did not continue the subscription Yes, I tried 3 months for 0.99 cents and then subscribed
No, I bought the Premium subscription for the normal price without the influence of the ads No, I have never bought any subscription
