Listen to music that is easy and ‘gezellig’ (cosy), and gives a little festive feeling at home. Love to listen to music in their native Dutch language, German Schlagers, Country and sing-along-oldies. Recognizing a known song on the radio excites them more than discovering new material.
Not so much looking for new stuff, they still consume more than 4 hours per day of music through radio. They more often listen at home than others.
They have a settled lifestyle, are a little older, and have a low to middle education. Online and Live music events are less often used as a medium for music consumption, but can potentially still reach up to half of this audience (YouTube).
Streaming service subscription are up to 27%, YouTube usage is 51%, radio usage 91%. They have a low spending pattern on music.