How Many Canadians Caught Dancing Naked to Music?
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The Segals Canada

How Many Canadians Caught Dancing Naked to Music?

New Research Suggests Greater Intimacy, More Quality Time, Tastier Food and More Help Cleaning Up

In conjunction with the launch of an update that lets Sonos users stream albums, songs, playlists, and Beats 1 radio from Apple Music,  Sonos released the findings of a worldwide study that shows the transformative power of listening to music out loud at home. The Music Makes It HomeStudy found that listening to music out loud leads to stronger relationships, more intimacy, happier families and more quality time spent together. According to the study, people who listen to music out loud at home the most spend an additional three hours and 13 minutes per week together with their household members than those who listen out loud the least.

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“For years, Sonos owners have been telling us amazing stories about how music has transformed their houses into homes. The challenge has been to capture the transformation in science. Now we have an innovative approach to understanding the benefits of music in the home.”

John MacFarlane, Sonos Chief Executive Officer

The Music Makes It Home Study was a two-part endeavour designed to better understand if playing music throughout a home can change the way we connect. In the first phase, Sonos asked 30,000 people across eight countries about music and their relationships at home. The second phase was a unique experiment to track what happens when people play music out loud in their homes.

“The truth is people may be sharing a home, but they aren’t sharing much else. Music may be able to change that by bringing everyone back together. This study takes an important step forward in showing how listening to music out loud can enhance relationships at home.”

Dr. Daniel J. Levitin
Neuroscientist, musician and author of the international bestselling book This is Your Brain on Music.

The findings of the study include:

  • Musical homes have more romance. People who say they listen to music out loud together the most have 67 per cent more sex, and almost a quarter of people would give up sex before music according to survey data.
  • Our study shows that listening to music out loud can lead to more happiness. After music was introduced in the home, 43 per cent of participants reported feeling extremely loved, an 87 per cent increase from before there was music at home.
  • Boring things can become more fun. In our survey, 83 percent believe doing chores is easier when listening to music.
  • 50 per cent of respondents enjoy cooking more while listening to music. This was underlined in the experiment, where we could see an increase in the time spent together in the kitchen by 20 per cent.

Dancing Naked

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Legal family CanadaParticipant homes in the experiment ranged from roommates and married couples to multi-generational families, as well as couples living together for the first time. Using iPhones, Apple Watches, iBeacons and motion-activated cameras, a variety of data was collected, including daily video journals that provided insight into how music transformed the homes.

The “Music Makes it Home” Study was a global study compromised of a 30,000 respondent digital survey using a representative sample from panels provided by Survey Sampling International. The survey was conducted between December 29, 2015 and January 8, 2016 in the United States, Canada, Australia, United Kingdom, Netherlands, Sweden, Germany and France. The in-home study was conducted in 30 homes across the same markets that were pre-screened and selected based on baseline criteria that they lived with at least one other person, had access to high-speed Internet at home and did not previously own Sonos. Participants were asked to live one week without music and one week with Sonos and streaming music between January 13, 2016 and January 29, 2016. Data was collected via Apple Watches, iPhones, iBeacon and motion-activated cameras. More information on the design and methodology of the in-home study is available at

Bob Benedetti

Former RCAF Fighter Pilot Bob worked for CTV Montreal as a Reporter, Producer and Executive producer for 35 years retiring in 2004. Bob started reporting on personal technology in 1995 at CTV and continues today at Home Technology Montreal

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