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Digital Music Survey
Digital Music Survey
Digital Music Survey
Digital Music Survey
Digital Music Survey
Digital Music Survey
Official services
Official services
Unofficial services
Unofficial services
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Characteristics of illegal downloaders
Characteristics of illegal downloaders
Interest in digital music concepts
Interest in digital music concepts
Two-thirds of adults are interested in paying to download individual
Two-thirds of adults are interested in paying to download individual
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Digital Music Survey

содержание презентации «Digital Music Survey.ppt»
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1Digital Music Survey. Prepared for 18usage levels for internet services such as
Demos: 19th October 2009. YouTube (87%), catch-up TV (72%) and
2Background & Methodology. 1,008 Skyplayer (24%) Two-thirds also access
online interviews conducted in October other content (movies/games/software)
2009 amongst GB adults aged 16-50 years without permission. Amongst all those
Representative of online population downloading illegally... Base (n=88).
Covering: Awareness and usage of official 19Just under half say that they download
digital music services Awareness, usage music illegally ‘because they can’.
and attitudes towards file-sharing Reasons for downloading illegally (amongst
websites used to access music Barriers to illegal downloaders). 42% like to use them
using illegal file-sharing websites for to try out new music and a third look for
accessing music Potential actions to deter music not available elsewhere. Q7c
the use of illegal file-sharing services Thinking about your use of these services
Interest, drivers and barriers for to access music without the permission of
subscription to digital music download the copyright holder, what reasons would
service. you give for using these rather than
3Definitions. All adults GB adults aged commercial legal services that are already
16-50 years representative of online available? Base (n=88). 19.
population Official services the main 20Awareness of music being shared
official music services (e.g. YouTube, illegally (amongst all except illegal
iTunes Store, internet radio) Unofficial downloaders). Awareness of music being
services peer-to-peer/file-sharing shared illegally is highest amongst those
websites/BitTorrent/Limewire or Rapidshare who use ‘unofficial’ sites but claim not
or Google/other search engines to find to access illegal content (or choose not
albums/tracks to download for free to answer). *caution: low base. Base
File-sharing/search engine users all using (n=920). Q7D Were you aware before today
unofficial services as listed above that services such as peer-to-peer (P2P)
Illegal downloaders file-sharing/search or file sharing sites are used by some
engine users downloading without the people to distribute music illegally
permission of the copyright holder without the permission of the copyright
File-sharing/search engine users but NOT holder?
illegal file-sharing/search engine users 21The availability of new, appealing
who say they do not download without the legal services and various punitive
permission of the copyright holder. measures would encourage those downloading
4Summary (1). Widespread use of legal without permission to stop. Reasons that
internet services to download and stream would encourage people to stop using
music (and watch music videos) 7 in 10 unofficial services for accessing music
(69%) use one or more of the main official without permission. 73% of non-users think
music services – most commonly YouTube, the threat of receiving a fine would deter
iTunes Store and internet radio Key users. Base (n=88). Base (n=920). Q8 How
motivators for legal music services are likely would the following be to encourage
ease of use, convenience and listening you to stop accessing music without the
while using a computer A third of adults permission of the copyright holder? Q9b
use file-sharing sites such as BitTorrent How likely do you think the following
or Rapidshare to access music or use would be to encourage people who have
Google and other search engines to find accessed music without the permission of
albums/tracks to download for free the copyright holder to use legal music
however, only 9% of adults specifically services instead? 21.
admit to downloading music illegally 22The main barriers to downloading
(without copyright holder’s permission) without permission are legal concerns,
Those who download music illegally worries about viruses and moral
typically also pay for music and use objections. Reasons for not downloading
official internet services for music and music without permission (amongst all
other content two-thirds also access other except illegal downloaders). Base (n=556).
content (movies/games/software) illegally Q9 Which, if any, of the following reasons
The availability of new, appealing legal for NOT using these services to access
services and various punitive measures music without the permission of the
would encourage those downloading music copyright holder apply to you? Please
illegally to stop. select all that apply.
5Summary (2). Apart from those 23How the role of government is
downloading illegally, almost all believe perceived (amongst all adults).
it is not ‘fair use’ to file-share tracks Encouraging the growth of legal
that you have paid to download Those who websites/services is seen as an
do not download music illegally say it is appropriate role for government across all
because they have concerns about the legal segments. Non-users are more likely to
consequences, they worry about viruses and also see the role of government to enforce
have moral objections to it There is a ISPs to take action against offenders.
high level of interest in an official paid Base (n=1,008). Q9C What role, if any, do
music download subscription service you see for government in encouraging
Overall, 47% interested (this rises to 72% people to only use legal ways of
amongst those who download music downloading music?
illegally) Key features would be appealing 24Apart from those downloading without
price and content, plus ability to permission, very few believe it is ‘fair
transfer to all their music devices use’ to file-share tracks that you have
Revenue will be maximised at around ?5 per paid to download. Consideration of what is
month subscription fee. ‘fair use’ for paid music downloads
6Official services. Section 1. (amongst all adults). Base (n=1,008). Q10
7Three quarters of adults have bought What do you consider to be FAIR USE of the
music in the last 12 months. Music bought music that people have paid to download
in the last 12 months (amongst all from legal sources?
adults). % buying music in last year. 25Those paying for downloads have a
Amount spent on music in last year wider perspective on what is deemed ‘fair
(amongst those using each method). A third use’ of paid downloads. Consideration of
have paid for downloads of albums or what is ‘fair use’ for paid music
tracks. ?51. ?41. ?24. Mean. Base downloads (amongst all adults). Base
(n=1,008). Q1b/Q1c Which, if any, of the (n=1,008). Q10 What do you consider to be
following have you done in the past 12 FAIR USE of the music that people have
months? How much have you spent on music paid to download from legal sources?
in the past 12 months in each of these 26Only illegal downloaders show any sign
ways? 7. of actions specifically designed to hide
8Half of all adults access YouTube for their activities such as changing their IP
music / music videos. Awareness and usage address. Regular activities on computer
of official music services (amongst all (amongst all adults). Base (n=1,008). QC2b
adults). Over a quarter have paid for Which, if any, of the following do you do
downloads of albums or tracks from iTunes on your computer at home? Please select
store. 69% use one or more of these all that apply.
services… Spotify users: 91% use free 27Interest in digital music concepts.
service. last.fm users: 90% use free Section 4.
service. Q2a/Q3b-c Which of the following, 28Two-thirds of adults are interested in
if any, have you heard of or do you paying to download individual tracks over
personally use for music? Which Spotify the internet. Amongst those who have paid
service do you use? Which last.fm service for downloads 91%. Amongst those aged
do you use? Base (n=1,008). 8. 16-24 75%. Amongst illegal downloaders
9Over two-thirds of adults use any of 80%. Interest in downloading tracks for
the main official music services. Usage of portable devices. Base (n=1,008). Q11a
any official music services by age and Assuming the price and choice of tracks
gender (amongst all adults). 16-24 years were appealing to you, how interested
olds, particularly females 16-24, are more would you be in the following way of
likely to use these services. Base accessing music from LEGAL sources?
(n=1,008). Q2a Which of the following, if 29The optimum price for revenue from
any, have you heard of or do you downloading individual tracks is 45 pence.
personally use for music? Interested. Interest in downloading tracks
10Key motivators are ease of use, for portable devices. Not interested. Base
convenience and listening while using a (n=1,008). Q11a Assuming the price and
computer. Reasons for using official music choice of tracks were appealing to you,
services (amongst users of each official how interested would you be in the
service). Spotify scores strongly on these following way of accessing music from
key features. Which Spotify service do you LEGAL sources? Base (n=654). Q11b At what
use? Which last.fm service do you use? price would you consider the following to
7digital and eMusic bases are too low to be TOO EXPENSIVE for you to be interested?
analyse. Q4/Q3b/Q3c Please indicate why 30Interest in a monthly subscription
you use each of these services to access service is high, particularly amongst
music. 10. illegal downloaders. Amongst those who
11Unofficial services. Section 2. have paid for downloads 62%. Amongst those
12A third of adults use one or more aged 25-34 58%. Amongst illegal
‘unofficial’ music service. Usage of downloaders 72%. Pay subscription fee
‘unofficial’ music services (amongst all unlimited downloads. Base (n=1,008). Q12a
adults). A quarter have used Google or Assuming the price and choice of tracks
another search engine to find free were appealing to you, how interested
album/tracks. 15% net used P2P / would you be in the following way of
Rapidshare. Base (n=1,008). Q6 Thinking accessing music from LEGAL sources?
now about other services that are 31Revenue will be maximised at a
available, which, if any, of the following subscription fee of around ?5 per month. I
do you use to access music? wouldn’t use it enough 47% I would rather
13Over two-thirds of adults use one or pay for tracks 36% I would prefer a CD 34%
more official service vs. a third using I like to have the packaging /case 20% I
unofficial services. Usage of official and prefer shopping in stores 16% I don’t want
unofficial music services (amongst all to pay 15%. ? Revenue Curve. Pay
adults). 16-34 years olds, particularly subscription fee unlimited downloads.
females 16-24, are more likely to use Barriers to entry. Q12a Assuming the price
these unofficial services. Base (n=1,008). and choice of tracks were appealing to
Q2a Which of the following, if any, have you, how interested would you be in the
you heard of or do you personally use for following way of accessing music from
music? Q6Thinking now about other services LEGAL sources? Base (n=1,008). Q12b At
that are available, which, if any, of the what price would you consider the
following do you use to access music? following to be TOO EXPENSIVE for you to
14A quarter of those using unofficial be interested? Base (n=458).
services claim to buy a little/lot more 32Importance of features for a monthly
music as a result. Impact of using music subscription service (amongst all
unofficial music services (amongst all interested in concept). Motivators for
file-sharing/search engine users). 10% using a monthly subscription service for
claim to buy a lot more music. 26% buying music downloading include an appealing
more (net). 93% have bought CDs/ vinyl or price, transferability to other music
paid for downloads in the past 12 months players and offering a selection of
78% bought CDs/vinyl 54% paid for relevant music. Features ‘very important’
downloads. Base (n=325). Q7a Does using for illegal file-sharers: Price: 66%
these services for music mean that you….? Transfer to players: 51% No restriction on
15Unofficial services - illegal downloads: 51%. Base (n=458). Q12c
downloaders. Section 3. Thinking about what would make such a
16Rapidshare and P2P users are more service appealing to you, how important
likely to admit downloading music would the following features be to you if
illegally (without permission of the you were considering subscribing to this
copyright holder). Downloading illegally type of service? 32.
(amongst all using unofficial music 33Appendix.
services). Base (n=325). Q7b Thinking now 34High levels of usage for YouTube and
about other services that are available, catch-up TV services. Awareness and usage
which, if any, of the following do you use of entertainment services (amongst all
to access music? adults). Base (n=1,008). Q1a Which of the
17One in ten of all adults admit following, if any, have you heard of or
downloading music illegally. Downloading have you personally used in the past 12
illegally (amongst all adults). Males months? 34.
16-34 are most likely to admit doing this. 35Around two-thirds of illegal
Base (n=1,008). Q6/Q7b Thinking now about downloaders also access other content
other services that are available, which, types without permission. Other types of
if any, of the following do you use to unofficial downloads (amongst illegal
access music? downloaders). 66% doing one or more of
18Characteristics of illegal these (net). Net users… 39%. 57%. 44%.
downloaders. Slight male bias (57% male) 7 38%. Base (n=88). Q7c2 Apart from music,
in 10 aged under 35 9 in 10 own an which other content, if any, have you
iPod/iPhone or other mp3 player (including accessed using these services without the
mp3 phones) Active music buyers, with 8 in permission of the copyright holder? 35.
10 buying CDs/vinyl or downloads in the 36Demographic profile of key groups.
past 12 months two-thirds have bought CDs Source: S1/S2/S3 Are you.....? Please type
spending an average of ?75 each Just over in your age. Which of the following shows
half have home broadband speed at over 4Mb your total household income per year from
9 in 10 use at least one of the main all sources, before tax and other
official internet music services High deductions? Base (n=1,008).
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Digital Music Survey

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