Music 2.0 is here

Music is mid-revolution. It's a quiet revolution but a sure one. While marketers and industry experts spend time debating the impact of new technologies, Asia's youth are simply using them... or are poised to do so.

In research conducted as part of the Music Matters conference, MTV, Branded and Synovate, surveyed over 3,800 city-dwelling 15-34 year olds in 10 Asian markets to find out how passionate they are about music, what music-related activities they engage in and their attitudes towards a digital future for the industry.

30 million young urban Asians can't be wrong

More than half the region's urban 15-34 year olds have played music on a computer in the past month - that's 30 million people. There are as many as 84% engaged in this activity in just four of China's large cities*.

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Mobile music rocks my world

More than half (57%) of the region's young urban consumers are ready to replace their digital music devices with music-playing mobile phones.

Executive Director of Branded and organiser of the Music Matters conference, Jasper Donat, said that music on the move is driven by convenience.

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Nature versus nurture - does culture or environment drive music habits?

The biggest mistake Asia's marketers can make is seeing the region as homogenous. MTV Networks Asia's VP Research & Planning, Ian Stewart, said that musical tastes, attitudes and preferences across Asia's youth vary from market to market and marketers need to change their approach accordingly.

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About the Music Matters survey

The MTV, Branded and Synovate Music Matters survey asked over 3,800 urban respondents aged 15 to 34 in ten key markets about their music habits, activities and attitudes. It covered China, Korea, Hong Kong, Taiwan, India, Indonesia, Malaysia, Philippines, Singapore and Thailand and was conducted in March 2007 on AsiaBUS, Synovate's monthly omnibus survey.

* The survey covered the cities of Beijing, Shanghai, Guangzhou and Chengdu in China.