Businesses increasingly rely on research, consumer psychology, and behavioral sciences when making decisions about the background music they play for customers.
We’ve compiled statistics from academic studies, industry reports, and consumer research to help readers understand what the evidence says about background music’s potential influence on customers, employees, and business outcomes.
At a Glance: Business Music Statistics & Industry Research
- Customer behavior: Research suggests background music may influence shopping speed, dwell time, and purchasing decisions.
- Brand perception: Research suggests background music can help reinforce brand identity and may shape how customers perceive quality and atmosphere.
- Employee experience: Appropriate workplace music may help support morale, engagement, and perceived productivity.
- Revenue impact: Some research indicates intentional music strategies may be associated with customer satisfaction and sales-related metrics.
- Music strategy matters: Research suggests tempo, genre, volume, and scheduling may influence customer responses differently.
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How Background Music Affects Consumer Behavior: What the Research Shows
Researchers have explored how the background music businesses play may affect consumer psychology, purchasing behavior, and brand sentiment.
Across studies, consumer responses can vary based on factors such as the music, setting, and how well the music fits the environment or brand.
Shopping Time & Dwell Time
Dwell time is a measurement of how long people stay inside an establishment. Longer visits may create more opportunities for additional purchases.
In a study of retail environments, researchers surveyed more than 150 people about the music they heard while shopping.
Of respondents, 60% said the music they heard influenced how long they shopped, and close to 62% said they were more likely to linger if they enjoyed the music.
Studies like this suggest that background music and playlist fit may influence customer behavior and business-related outcomes.
Purchase Decisions
Research suggests the background music you play may affect how much people spend while inside your establishment.
A 2005 American Psychological Association article reported that background music may be associated with more frequent impulse purchasing among people already prone to impulse purchases.
If impulse purchasing matters to your business, some research indicates background music may influence that behavior.
Customer Satisfaction
Background music could help support the customer experience, especially compared with providing no background sound. Some research also suggests playlist perception may be associated with return intentions.
In a study of close to 948 shoppers at Abercrombie & Fitch and Apple stores, positive perceptions of in-store music were associated with more favorable perceptions of the store atmosphere and greater customer satisfaction, which in turn were linked to stronger intentions to return.
Research like this suggests background music may influence perceptions associated with repeat-visit intent.
How Music Impacts Brand Perception
Research suggests background music may influence how customers perceive a brand, and that music aligned with a brand’s identity may affect purchasing behavior.
In one field study of 16 chain restaurants in Stockholm, researchers found that brand-fit music was associated with a 9.1% increase in revenue compared with music that did not fit the brand.
Music & Brand Identity
The songs you play can serve as an extension of your company’s brand identity, helping reinforce the personality, values, and customer experience you want to create.
When background music aligns with the brand, it may support brand recognition, customer perception, and a more cohesive visit.
In one survey of 252 people, researchers found that perceived congruency had a positive impact on consumer outcomes.
Respondents with more positive perceptions of the brand/music fit also reported stronger purchase intentions and advertising responses.
Emotional Connection
Music may influence a customer’s emotions, potentially evoking feelings like relaxation, excitement, trust, or nostalgia. Those emotional states may be associated with outcomes such as customer loyalty and satisfaction.
In one survey of more than 150 customers, researchers found that 38.8% of respondents reported that music had a strong impact on their mood, and more than 27% said it sometimes affected their purchase decisions.
Perceived Product Quality
Background music may influence how customers perceive product quality, service quality, pricing, and overall value. Well-matched music may support perceived quality, while poorly matched music may detract from the customer experience.
In one survey of 288 shoppers, researchers found positive associations between background music and consumers’ reported shopping experiences and perceptions.
Respondents reported that music influenced their likelihood of staying longer, making unplanned purchases, and perceiving product quality more favorably.
Music Psychology Research
Research suggests music variables such as tempo and familiarity may influence customer behavior, emotional responses, and perceptions of an experience.
This chart summarizes commonly discussed variables and potential business considerations:
| Music Variable | Common Research Finding | Business Consideration |
|---|---|---|
| Tempo | May influence pace | Match customer journey |
| Volume | May influence comfort | Balance energy with conversation |
| Genre | May shape brand associations | Align with target audience |
| Familiarity | May affect engagement | Balance recognition with distraction |
*Information listed in the above table has been verified as of 10/30/2026. Subject to change.
How Tempo Influences Customer Behavior
Research suggests tempo may influence how quickly customers move, perceived energy, movement through a space, and memory of an experience.
Some studies associate faster tempos with faster movement. In some environments, such as quick-service restaurants, that may support operational goals. In others, slower pacing may be more consistent with a longer dining experience.
Finding the Right Music Volume
Music volume may affect conversation, comfort, perceived energy, and length of stay. Businesses can consider venue type, time of day, and customer demographics when setting volume.
Some research reports age-related differences in volume preferences, with younger audiences generally preferring louder music and older audiences generally preferring softer sounds.
Volume is one variable businesses can adjust as part of the overall customer experience.
Genre: Choosing the Right Music Style
Different genres can communicate different brand personalities and may influence customer expectations. For example, research has associated classical music with perceptions such as sophistication and formality. Businesses may consider genres and programming that align with their audience, environment, and brand.
Choose genres that complement your audience. That could mean playing background music that differs from your personal playlist.
The Impact of Familiar vs. Unfamiliar Music
Some research suggests perceived and actual shopping time can differ depending on music familiarity. Participants may report feeling that they shopped longer with familiar music even when measured shopping time is longer under unfamiliar music.
Research like this suggests familiar songs may increase enjoyment in some environments, while lesser-known music may provide ambiance without drawing as much attention from the customer experience.
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Business Music Statistics by Industry
Researchers have studied background music in multiple business settings. These are a few highlights from the cited sources:
Restaurant & Foodservice Music Research
Background music can be part of a restaurant experience. The songs you play may enhance the dining environment while helping mask sounds associated with ordering and meal preparation.
One study cited by QSR Magazine found that 80% of respondents said they would stay longer in a restaurant if the music was “just right.”
The “right” mix may differ by restaurant type. An establishment focused on quick table turnarounds might choose faster, more upbeat music than one designed for longer meals. Businesses can test different approaches rather than assume one tempo will produce a particular outcome.
Retail Music Research: Clothing, Grocery & Specialty
In retail establishments, research suggests background music may influence how customers perceive the shopping environment and their intentions to recommend or return to a store.
Research indicates that consumers who like the music they hear may report more favorable brand perceptions, recommendation intentions, and return intentions.
| Research Finding | Customer Impact | Potential Business |
|---|---|---|
| Slower Music | May be associating with longer browsing | More browsing opportunity |
| Brand-Aligned Music | May support better perception | Potential loyalty support |
| Appropriate Volume | May support comfort | Potentially longer visits |
| Daypart Scheduling | Can support atmosphere changes | More consistent programming |
*Information listed in the above table has been verified as of 10/30/2026. Subject to change.
Healthcare & Wellness Music Research
Music played in medical waiting rooms may help patients perceive waiting or discomfort differently.
One cited source reports that 86.5% of respondents preferred to listen to music while in pain. Some research suggests that music may be associated with reduced perceived pain or anxiety in certain healthcare settings.
Hospitality, Hotels & Office Music Research
Some research suggests ambient music in hotel, office, and service-hospitality settings may help shape atmosphere, reinforce brand identity, and influence the overall guest experience.
Music & Employee Productivity
Employees also hear the music played at work, and research suggests music use may be associated with perceived performance and job satisfaction.
In one study of 244 workers, emotional use of music was positively associated with perceived performance and job satisfaction, while background use was negatively associated with job satisfaction and was not directly associated with performance.
These findings suggest that the relationship between workplace music and employee outcomes may depend on how music is used.
Pandora CloudCover’s Own Research: Consumer & Business Music Insights
Pandora CloudCover’s research portfolio includes consumer and business insights intended to inform background-music decisions. Key assets include research about music at work, music while dining out, and music in retail.
Frequently Asked Questions
Does music really increase sales in retail stores?
Some research indicates background music may be associated with increased sales or sales-related outcomes in certain retail contexts.
For example, a field study in a supermarket found that variations in background-music tempo significantly affected both in-store traffic flow and dollar sales volume. Results can vary depending on the study, setting, and music characteristics.
What type of music works best for businesses?
There’s no single playlist that works in all environments. Business owners should consider customer demographics, business goals, employee feedback, and brand fit when choosing background music.
What does the research say about music tempo and customer behavior?
Some research suggests faster tempos may be associated with faster movement, while slower tempos may be associated with longer stays in certain settings. Outcomes vary by context.
Does music improve employee productivity?
It may in some contexts. Research suggests the relationship can depend on how music is used and how employees respond to it.
How does music affect customer perception of a brand?
Research suggests well-matched background music may support favorable brand perceptions and related consumer outcomes.
References
Soundscapes of Fashion: The Impact of Music on Consumer Behavior in Retail Environments. (January 2026) SSRN.
Music Motivates Impulse Buyers, Not Thoughtful Shoppers. (November 2005). American Psychological Association.
The Sound of Shopping: How Music Might Shape Whether You Come Back. (July 2026). Science of Money.
The Science of Sound: How Music Shapes Retail Experiences. (May 2025). Colliers.
Sound Decisions: The Impact of Music Genre in Fashion Advertising on Consumer Perceptions and Purchase Intention. (September 2025). ScholarWorks.
Role of Music on Psychology of Shoppers in Retail Organizations. (June 2024). ShodhKosh: Journal of Visual and Performing Arts.
Are You As Sick of Loud Music in Stores as I Am? (December 2012). Forbes.
Professor Researches Effects of Music on Shoppers. (November 2002). University of Cincinnati.
The Effects of Music in a Retail Setting on Real and Perceived Shopping Times. (August 2000). Journal of Business Research.
The Importance of Music in a Quick Service Restaurant. (June 2024) QSR.
Music in Healthcare. (March 2025). SSM.
Music for Hotels: Elevate Your Brand & Guest Experience. (April 2019). EHL Insights.
“Don’t Stop the Music,” Please: The Relationship between Music Use at Work, Satisfaction, and Performance. (December 2022). Behavioral Sciences.
The influence of ambient scent and music on patient’s anxiety in a waiting from of a plastic surgeon Spring 2014). HERD: Health Environments Research & Design Journal.
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