However, we really have no idea whether background music increases sales or not. In fact, one study of about 1,000 people found that 34 percent of the people thought the music was annoying. Another 36 percent never listened to it. Less than 30 percent actually liked it. This means that the music is chasing away even more customers than it attracts. Businesses might do just as well without it. Also, in these days of MP3 players, many shoppers are supplying and choosing their own background music.