After the music site launched successfully in November 2006 we identified the need for greater insight into the site's users.

We aimed to gain understanding of:

• how the demographics differed from the average guardian.co.uk user
• visitors' usage of the site
• how much they spent on music
• what genres they were interested in
• their print media consumption
• users' general attitudes to music
  

The survey was conducted as a pop up on the music site and has a sample of 318 site users.