Survey finds that digital music matters


10 May 2006

The Synovate Music Matters survey looks at downloading, digital music, piracy and opportunities for the industry


HONG KONG — The Synovate Music Matters survey, released today at the inaugural Music Matters Asia Pacific Music Forum in Hong Kong, found that North Asian consumers are embracing a digital music future.

The survey asked 1,250 respondents in China, Korea, Hong Kong and Taiwan about their music habits, activities and attitudes.

Speaking at the event, Synovate Hong Kong's Director Scott Lee, said that significant numbers of North Asians were already engaged in digital activities - and many more expect to be in the near future.

"The survey looked at the broad population - all age groups - so we were struck by the significant numbers of North Asians already embracing digital technology. We expected high levels of use and interest from the Under 25s but even that surpassed expectations.

"It seems all age groups and all markets are at least partially taking on digital technology with an impressive eight in ten of Under 25s and around six in ten of all respondents believing that all or some of their music will be digital in five years time," he said.


The download on digital music

The survey asked people what musical and entertainment activities they had engaged in over the past month:

In addition, the survey found that 85% of North Asians under 25 years old own a MP3 playing device and 43% of them classify it as their main music device.

"The study showed us that digital formats and devices are driving increased music consumption. Amongst those Under 25s with a digital device, 61% say they now listen to more music as a result of this ownership," Mr Lee said.


More music... but is it paid for?

Mr Lee said that one of the most interesting questions is, if people are listening to more music because of digital formats, are they actually paying for it?

"Does this new musical freedom make piracy inevitable? While the survey indicates that significant percentages of music are not paid for, it also shows that people will consider paying when the circumstances are right.

"Currently, 85% of the Under 25s in China spend nothing on downloaded music. They also spend only small amounts on music purchases a month, yet say they are listening to more music than ever. It has to come from somewhere.

"It's fair to say there is some illegal downloading and file sharing going on. On the upside for the industry, 42% of Under 25s in all markets say they are somewhat or very likely to pay for music or videos online in the next 12 months.

"The survey also showed fragmented reasons that would entice people to download more, but the one that stuck out more than others was 'better searchability'. So a compelling offer has a chance of getting through," Mr Lee said.


Is the music industry a digital one?

Event Director for Music Matters, Jasper Donat, said that the music industry was embracing the digital age and increasingly working as an industry and with partners to deliver music in this format.

"The Synovate Music Matters survey identified several opportunities for the music industry and some interesting perceptions of it. For instance, 86% of respondents agreed that 'the music industry could do more to help me get digital music'. That's nearly nine out of every ten people asking for more music - what a golden opportunity!" he said.

"Respondents also showed receptiveness to mobile music - a phenomenon widely discussed at the conference - with 71% agreeing that the industry 'should be working with telecommunications companies to deliver music via mobile phone'.

Mr Donat concluded: "There has never been a more exciting time to work in the music business. Digitalisation gives consumers more music in more formats, whenever they want it, wherever they want it, presenting an enormous business opportunity to the music and entertainment industries as a whole."


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