One fifth of millennials and GenZ more likely to buy from brand the more they hear its sounds

More than 1 in 5 (21%) UK adults under the age of 35 years are more likely to purchase a brand’s products the more they hear the sound associated with that brand, a research commissioned by DLMDD, the specialist audio branding agency, reveals.

The survey of 2,000 UK adults conducted by YouGov digs deeper into the purchasing power of sound within brand marketing, particularly for young adults. It found that nearly 1 in 5 (19%) adults under the age of 35 are more likely to continue to purchase from a brand that has a sonic identity, than one that does not. This compares to 13% of all UK adults over the age of 18.

The second in a series of research projects with YouGov, the study was commissioned by DLMDD to further explore the drivers of purchasing intent amongst consumers, revealing that the use of sound played a more pivotal role in driving consumer choices for the younger demographic.

“The results of this latest survey help to emphasise the importance of a brand’s sonic, as opposed to visual identity, for younger consumers. In the age of the smart speaker, brands really do need to think about, and optimise, how they sound in the ears of the consumer,” says professor Charles Spence, experimental psychologist at The University of Oxford.

The research also revealed that 33% of adults under the age of 35 are more likely to continue to purchase from a brand that has a recognisable logo than one that does not while.