Study reveals the commercial risk of a bad playlist - and the 'dwell time dividend' for businesses that get it right
A bad soundtrack is actively driving customers out the door of New Zealand businesses, and most operators will never know it's happening.
That's one of the headline findings from Sound Decisions: Music's Impact on Consumer Behaviour, a new report from OneMusic NZ conducted in partnership with Inside Retail. The study surveyed 1,250 consumers across retail, hospitality and service sectors in New Zealand and Australia, and the results are hard to ignore: 38% of New Zealanders have walked out of a store or venue specifically because of the music. More concerning for long-term customer retention, 18% have stopped visiting a venue entirely because of a poor acoustic environment.
The dwell time dividend
The data isn't all bad news. Get the soundscape right and the commercial upside is just as real. Nearly half of Kiwi shoppers - 48% - have stayed longer in a venue because the music felt right. And 40% say a well-matched soundtrack directly influenced how much they spent.
For most business owners, the playlist is often treated as an afterthought or left to staff preference rather than treated as a strategic asset," says OneMusic NZ Director Greer Davies. "But this data proves music is a powerful commercial tool that directly dictates whether customers stay, spend and return, or walk out and never come back.
Volume is the first thing customers notice
When it comes to making a strong first impression, volume control - not genre - is the primary factor for Kiwi consumers. 42% of New Zealanders identify volume as the very first thing they notice when walking into a business. And 18.2% of all negative consumer feedback explicitly cited loud volume as the main cause of a poor experience.
Comfort over energy
Rather than high-tempo, club-style playlists, New Zealand consumers overwhelmingly prioritise comfort. 40% want a venue's music to create a welcoming atmosphere, followed by a calm ambience at 24%. Lively ranks a distant third, which has significant implications for businesses that default to high-energy playlists.
Gen Z has a zero-tolerance policy for fake music
There's also a commercial risk for businesses cutting costs with generic, royalty-free stock tracks. 70% of Kiwi Gen Z consumers say they can instantly detect 'elevator music' - and they associate it with brands that are cheap or don't really care. For a generation that is increasingly your most valuable long-term audience, your playlist is a credibility signal.
Find out how your venue stacks up
The full Sound Decisions report breaks down genre expectations across fine dining, youth fashion, supermarkets, wellness and more, offering an evidence-based framework for turning background noise into a commercial asset.
Take our free, anonymous Sound Score Quiz at onemusicnz.com/sound-score to find out if your playlist is costing you customers. The full report is available to download free on completion.
OneMusic NZ Director Greer Davies also discussed the research live on RNZ Checkpoint. Listen to the interview here.
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