Memorable music makes us want to pick up the phone

Survey results show Nokia New Year’s Eve will get people connected

December 14, 2006 - Espoo, Finland - If a piece of music reminds you of a place and time and makes you want to connect with someone, you’re not alone. In a recent international survey conducted by Nokia, there is a distinct relationship between people and the music they hear.

The survey results, which formed the foundation for Nokia’s “Music Gets You Talking” advertising campaign, also underscores the theme of the biggest New Year party of 2006 - Nokia New Year’s Eve. Uniting people around the world with events in five cities and a vast TV and internet audience expected to be 150 million, Nokia New Year’s Eve will bring people together through music at one of the happiest times of the year.

“Throughout history, it has been believed that music evokes emotions, feelings and memories,” said Jo Harlow, Senior Vice President, Marketing, Mobile Phones, Nokia. “This survey, conducted in seven countries around the world, proved that to be true - and people today want to share those feelings with others.”

The survey showed that globally, people were most likely to call a friend if they heard a song that brought back memories. Forty-five percent of respondents in India were most likely to, compared with about one-quarter of the respondents in France. More than 30 percent of respondents globally indicated they would call their partner.

Would you call an “ex” when a song stirs up memories? Globally, 10.7 percent of respondents indicated their former partners would be on their call list. In six of the seven countries surveyed, more men than women would do just that, with 21% of Great Britain’s males indicating they would call this group. In the United States, 19% of women surveyed said they would contact an ex-partner. Globally, calling Mom or Dad ranked fourth with 24 percent of respondents, while on average globally daughters are more likely to call their parents after hearing a memorable song than are sons. Of all the countries surveyed, the respondents in France were least likely to call their parents with only 8 percent of males indicating they would.

On average, out of the seven countries surveyed, more men than women would call a friend. The highest mentions of calling a friend were in the United States and India. Women in Egypt, France and Mexico indicated they would call their partner before their friends while across the countries surveyed worldwide, men would feel more like calling friends than partners.

In the United States and Great Britain, women respondents were more likely to call someone they haven’t spoken to for a long while than their partner. Forty-five percent of women in those two countries made this statement. According to the survey, in the U.S., calling someone they hadn’t spoken to for a while rated higher with respondents than calling their partner.

Men in most countries surveyed were likely to call someone who they wanted to be their partner. Twenty percent of men in China and 19 percent of males in the United States would make contact with a potential partner.

Calling a boss when hearing a memorable song rated low on the scale; however, in China and India, 7 percent of responding men indicated they would call their boss, three times the amount of other countries surveyed.

The survey was conducted in August and September 2006 by Nokia in China, Egypt, France, Great Britain, India, Mexico and the United States with 1,000 people or more surveyed in each country.

Nokia New Year’s Eve is a global music event that on the night will travel from east to west, starting in Hong Kong, then Mumbai, then Berlin at the Brandenburg Gate, followed by Rio de Janeiro’s Ipanema Beach and rounding off the night in New York. This unique event will feature some of the most exciting international music stars including The Black Eyed Peas, Scissor Sisters and Nelly Furtado as well a host of local artists at each venue.

About Nokia
Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations.

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