PARIS: Brands can benefit from associating themselves with music because active fans are more likely to buy their products and to recommend brands involved in their passion, according to a new global survey.

Nearly three-quarters (73%) of music fans around the world believe a brand improves its image by associating itself with music while almost two-thirds (62%) say it encourages them to test a brand's products and services.

However, reaching these consumers is not straightforward because there are wide differences across nations and generations about how they engage with music, and brands need to recognise there are eight "logics" underpinning fans' behaviour.

These are some of the key findings from the "Fans.Passions.Brands" study, conducted by Havas Sports & Entertainment, the global brand engagement network.

Written in partnership with the University of Southern California's Annenberg Innovation Lab, the survey covered 18,000 people across 17 countries.

The study applied eight "logics of engagement" to music fans and said the most engaged fans live out their passion mainly through five of them – what it identified as immersion, mastery, advocacy, play and exploration – and, in order to reach them, brands need to recognise national and age differences.

For example, Brazilians are the fans who most strongly engage through the "logic of social connection" (62%), or a feeling of being connected to a community, whereas 89% of Chinese fans engage through the "logic of play", the virtual or real life participation in activities related to music.

Young fans aged 13-17 engage most strongly through the "logic of immersion" (64%), or losing oneself in the emotion of music, while fans aged 35+ engage most through the "logic of exploration" (59%), the discovery of new artists, songs and genres.

"Music is an extremely effective marketing tool for brands looking to connect with people, as long as you can understand this passion and what drives it," said Lucien Boyer, president and global CEO of Havas Sport & Entertainment.

Separately, with so many new formats now available, the study found that 56% of global consumers listen to at least 10 music genres while 36% use at least three different social media networks a day.

It also broke down patterns of behaviour among 1,000 respondents from the UK, Music Week reported.

Generally, British music fans appear to have quite a traditional approach with 73% of them continuing to buy CDs compared to the global average of 67%.

Only 43% of UK fans buy from iTunes, Google Play or other digital services, and just 30% use free streaming sites, like Spotify, compared to the global average of 49%.

Data sourced from Havas, Music Week; additional content by Warc staff