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Digital Music Survey
Digital Music Survey
Background & Methodology
Background & Methodology
Definitions
Definitions
Summary (1)
Summary (1)
Summary (2)
Summary (2)
Official services
Official services
Three quarters of adults have bought music in the last 12 months
Three quarters of adults have bought music in the last 12 months
Half of all adults access YouTube for music / music videos
Half of all adults access YouTube for music / music videos
Over two-thirds of adults use any of the main official music services
Over two-thirds of adults use any of the main official music services
Key motivators are ease of use, convenience and listening while using
Key motivators are ease of use, convenience and listening while using
Unofficial services
Unofficial services
A third of adults use one or more unofficial music service
A third of adults use one or more unofficial music service
Over two-thirds of adults use one or more official service vs
Over two-thirds of adults use one or more official service vs
A quarter of those using unofficial services claim to buy a little/lot
A quarter of those using unofficial services claim to buy a little/lot
Unofficial services - illegal downloaders
Unofficial services - illegal downloaders
Rapidshare and P2P users are more likely to admit downloading music
Rapidshare and P2P users are more likely to admit downloading music
One in ten of all adults admit downloading music illegally
One in ten of all adults admit downloading music illegally
Characteristics of illegal downloaders
Characteristics of illegal downloaders
Just under half say that they download music illegally because they
Just under half say that they download music illegally because they
Awareness of music being shared illegally (amongst all except illegal
Awareness of music being shared illegally (amongst all except illegal
The availability of new, appealing legal services and various punitive
The availability of new, appealing legal services and various punitive
The main barriers to downloading without permission are legal concerns
The main barriers to downloading without permission are legal concerns
How the role of government is perceived (amongst all adults)
How the role of government is perceived (amongst all adults)
Apart from those downloading without permission, very few believe it
Apart from those downloading without permission, very few believe it
Those paying for downloads have a wider perspective on what is deemed
Those paying for downloads have a wider perspective on what is deemed
Only illegal downloaders show any sign of actions specifically
Only illegal downloaders show any sign of actions specifically
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
The optimum price for revenue from downloading individual tracks is 45
The optimum price for revenue from downloading individual tracks is 45
Interest in a monthly subscription service is high, particularly
Interest in a monthly subscription service is high, particularly
Revenue will be maximised at a subscription fee of around
Revenue will be maximised at a subscription fee of around
Importance of features for a monthly music subscription service
Importance of features for a monthly music subscription service
Appendix
Appendix
High levels of usage for YouTube and catch-up TV services
High levels of usage for YouTube and catch-up TV services
Around two-thirds of illegal downloaders also access other content
Around two-thirds of illegal downloaders also access other content
Demographic profile of key groups
Demographic profile of key groups

: Digital Music Survey. : Gopal Shah. : Digital Music Survey.ppt. zip-: 3216 .

Digital Music Survey

Digital Music Survey.ppt
1 Digital Music Survey

Digital Music Survey

Prepared for Demos: 19th October 2009

2 Background & Methodology

Background & Methodology

1,008 online interviews conducted in October 2009 amongst GB adults aged 16-50 years Representative of online population Covering: Awareness and usage of official digital music services Awareness, usage and attitudes towards file-sharing websites used to access music Barriers to using illegal file-sharing websites for accessing music Potential actions to deter the use of illegal file-sharing services Interest, drivers and barriers for subscription to digital music download service

3 Definitions

Definitions

All adults GB adults aged 16-50 years representative of online population Official services the main official music services (e.g. YouTube, iTunes Store, internet radio) Unofficial services peer-to-peer/file-sharing websites/BitTorrent/Limewire or Rapidshare or Google/other search engines to find albums/tracks to download for free File-sharing/search engine users all using unofficial services as listed above Illegal downloaders file-sharing/search engine users downloading without the permission of the copyright holder File-sharing/search engine users but NOT illegal file-sharing/search engine users who say they do not download without the permission of the copyright holder

4 Summary (1)

Summary (1)

Widespread use of legal internet services to download and stream music (and watch music videos) 7 in 10 (69%) use one or more of the main official music services most commonly YouTube, iTunes Store and internet radio Key motivators for legal music services are ease of use, convenience and listening while using a computer A third of adults use file-sharing sites such as BitTorrent or Rapidshare to access music or use Google and other search engines to find albums/tracks to download for free however, only 9% of adults specifically admit to downloading music illegally (without copyright holders permission) Those who download music illegally typically also pay for music and use official internet services for music and other content two-thirds also access other content (movies/games/software) illegally The availability of new, appealing legal services and various punitive measures would encourage those downloading music illegally to stop

5 Summary (2)

Summary (2)

Apart from those downloading illegally, almost all believe it is not fair use to file-share tracks that you have paid to download Those who do not download music illegally say it is because they have concerns about the legal consequences, they worry about viruses and have moral objections to it There is a high level of interest in an official paid music download subscription service Overall, 47% interested (this rises to 72% amongst those who download music illegally) Key features would be appealing price and content, plus ability to transfer to all their music devices Revenue will be maximised at around ?5 per month subscription fee

6 Official services

Official services

Section 1

7 Three quarters of adults have bought music in the last 12 months

Three quarters of adults have bought music in the last 12 months

Music bought in the last 12 months (amongst all adults)

% buying music in last year

Amount spent on music in last year (amongst those using each method)

A third have paid for downloads of albums or tracks

?51

?41

?24

Mean

Base (n=1,008)

Q1b/Q1c Which, if any, of the following have you done in the past 12 months? How much have you spent on music in the past 12 months in each of these ways?

7

8 Half of all adults access YouTube for music / music videos

Half of all adults access YouTube for music / music videos

Awareness and usage of official music services (amongst all adults)

Over a quarter have paid for downloads of albums or tracks from iTunes store

69% use one or more of these services

Spotify users: 91% use free service

last.fm users: 90% use free service

Q2a/Q3b-c Which of the following, if any, have you heard of or do you personally use for music? Which Spotify service do you use? Which last.fm service do you use?

Base (n=1,008)

8

9 Over two-thirds of adults use any of the main official music services

Over two-thirds of adults use any of the main official music services

Usage of any official music services by age and gender (amongst all adults)

16-24 years olds, particularly females 16-24, are more likely to use these services

Base (n=1,008)

Q2a Which of the following, if any, have you heard of or do you personally use for music?

10 Key motivators are ease of use, convenience and listening while using

Key motivators are ease of use, convenience and listening while using

a computer

Reasons for using official music services (amongst users of each official service)

Spotify scores strongly on these key features

Which Spotify service do you use? Which last.fm service do you use?

7digital and eMusic bases are too low to analyse

Q4/Q3b/Q3c Please indicate why you use each of these services to access music.

10

11 Unofficial services

Unofficial services

Section 2

12 A third of adults use one or more unofficial music service

A third of adults use one or more unofficial music service

Usage of unofficial music services (amongst all adults)

A quarter have used Google or another search engine to find free album/tracks

15% net used P2P / Rapidshare

Base (n=1,008)

Q6 Thinking now about other services that are available, which, if any, of the following do you use to access music?

13 Over two-thirds of adults use one or more official service vs

Over two-thirds of adults use one or more official service vs

a third using unofficial services

Usage of official and unofficial music services (amongst all adults)

16-34 years olds, particularly females 16-24, are more likely to use these unofficial services

Base (n=1,008)

Q2a Which of the following, if any, have you heard of or do you personally use for music? Q6Thinking now about other services that are available, which, if any, of the following do you use to access music?

14 A quarter of those using unofficial services claim to buy a little/lot

A quarter of those using unofficial services claim to buy a little/lot

more music as a result

Impact of using unofficial music services (amongst all file-sharing/search engine users)

10% claim to buy a lot more music

26% buying more (net)

93% have bought CDs/ vinyl or paid for downloads in the past 12 months 78% bought CDs/vinyl 54% paid for downloads

Base (n=325)

Q7a Does using these services for music mean that you.?

15 Unofficial services - illegal downloaders

Unofficial services - illegal downloaders

Section 3

16 Rapidshare and P2P users are more likely to admit downloading music

Rapidshare and P2P users are more likely to admit downloading music

illegally (without permission of the copyright holder)

Downloading illegally (amongst all using unofficial music services)

Base (n=325)

Q7b Thinking now about other services that are available, which, if any, of the following do you use to access music?

17 One in ten of all adults admit downloading music illegally

One in ten of all adults admit downloading music illegally

Downloading illegally (amongst all adults)

Males 16-34 are most likely to admit doing this

Base (n=1,008)

Q6/Q7b Thinking now about other services that are available, which, if any, of the following do you use to access music?

18 Characteristics of illegal downloaders

Characteristics of illegal downloaders

Slight male bias (57% male) 7 in 10 aged under 35 9 in 10 own an iPod/iPhone or other mp3 player (including mp3 phones) Active music buyers, with 8 in 10 buying CDs/vinyl or downloads in the past 12 months two-thirds have bought CDs spending an average of ?75 each Just over half have home broadband speed at over 4Mb 9 in 10 use at least one of the main official internet music services High usage levels for internet services such as YouTube (87%), catch-up TV (72%) and Skyplayer (24%) Two-thirds also access other content (movies/games/software) without permission

Amongst all those downloading illegally...

Base (n=88)

19 Just under half say that they download music illegally because they

Just under half say that they download music illegally because they

can

Reasons for downloading illegally (amongst illegal downloaders)

42% like to use them to try out new music and a third look for music not available elsewhere

Q7c Thinking about your use of these services to access music without the permission of the copyright holder, what reasons would you give for using these rather than commercial legal services that are already available?

Base (n=88)

19

20 Awareness of music being shared illegally (amongst all except illegal

Awareness of music being shared illegally (amongst all except illegal

downloaders)

Awareness of music being shared illegally is highest amongst those who use unofficial sites but claim not to access illegal content (or choose not to answer)

*caution: low base

Base (n=920)

Q7D Were you aware before today that services such as peer-to-peer (P2P) or file sharing sites are used by some people to distribute music illegally without the permission of the copyright holder?

21 The availability of new, appealing legal services and various punitive

The availability of new, appealing legal services and various punitive

measures would encourage those downloading without permission to stop

Reasons that would encourage people to stop using unofficial services for accessing music without permission

73% of non-users think the threat of receiving a fine would deter users

Base (n=88)

Base (n=920)

Q8 How likely would the following be to encourage you to stop accessing music without the permission of the copyright holder? Q9b How likely do you think the following would be to encourage people who have accessed music without the permission of the copyright holder to use legal music services instead?

21

22 The main barriers to downloading without permission are legal concerns

The main barriers to downloading without permission are legal concerns

worries about viruses and moral objections

Reasons for not downloading music without permission (amongst all except illegal downloaders)

Base (n=556)

Q9 Which, if any, of the following reasons for NOT using these services to access music without the permission of the copyright holder apply to you? Please select all that apply.

23 How the role of government is perceived (amongst all adults)

How the role of government is perceived (amongst all adults)

Encouraging the growth of legal websites/services is seen as an appropriate role for government across all segments

Non-users are more likely to also see the role of government to enforce ISPs to take action against offenders

Base (n=1,008)

Q9C What role, if any, do you see for government in encouraging people to only use legal ways of downloading music?

24 Apart from those downloading without permission, very few believe it

Apart from those downloading without permission, very few believe it

is fair use to file-share tracks that you have paid to download

Consideration of what is fair use for paid music downloads (amongst all adults)

Base (n=1,008)

Q10 What do you consider to be FAIR USE of the music that people have paid to download from legal sources?

25 Those paying for downloads have a wider perspective on what is deemed

Those paying for downloads have a wider perspective on what is deemed

fair use of paid downloads

Consideration of what is fair use for paid music downloads (amongst all adults)

Base (n=1,008)

Q10 What do you consider to be FAIR USE of the music that people have paid to download from legal sources?

26 Only illegal downloaders show any sign of actions specifically

Only illegal downloaders show any sign of actions specifically

designed to hide their activities such as changing their IP address

Regular activities on computer (amongst all adults)

Base (n=1,008)

QC2b Which, if any, of the following do you do on your computer at home? Please select all that apply

27 Interest in digital music concepts

Interest in digital music concepts

Section 4

28 Two-thirds of adults are interested in paying to download individual

Two-thirds of adults are interested in paying to download individual

tracks over the internet

Amongst those who have paid for downloads 91%

Amongst those aged 16-24 75%

Amongst illegal downloaders 80%

Interest in downloading tracks for portable devices

Base (n=1,008)

Q11a Assuming the price and choice of tracks were appealing to you, how interested would you be in the following way of accessing music from LEGAL sources?

29 The optimum price for revenue from downloading individual tracks is 45

The optimum price for revenue from downloading individual tracks is 45

pence

Interested

Interest in downloading tracks for portable devices

Not interested

Base (n=1,008)

Q11a Assuming the price and choice of tracks were appealing to you, how interested would you be in the following way of accessing music from LEGAL sources?

Base (n=654)

Q11b At what price would you consider the following to be TOO EXPENSIVE for you to be interested?

30 Interest in a monthly subscription service is high, particularly

Interest in a monthly subscription service is high, particularly

amongst illegal downloaders

Amongst those who have paid for downloads 62%

Amongst those aged 25-34 58%

Amongst illegal downloaders 72%

Pay subscription fee unlimited downloads

Base (n=1,008)

Q12a Assuming the price and choice of tracks were appealing to you, how interested would you be in the following way of accessing music from LEGAL sources?

31 Revenue will be maximised at a subscription fee of around

Revenue will be maximised at a subscription fee of around

5 per month

I wouldnt use it enough 47% I would rather pay for tracks 36% I would prefer a CD 34% I like to have the packaging /case 20% I prefer shopping in stores 16% I dont want to pay 15%

? Revenue Curve

Pay subscription fee unlimited downloads

Barriers to entry

Q12a Assuming the price and choice of tracks were appealing to you, how interested would you be in the following way of accessing music from LEGAL sources? Base (n=1,008)

Q12b At what price would you consider the following to be TOO EXPENSIVE for you to be interested? Base (n=458)

32 Importance of features for a monthly music subscription service

Importance of features for a monthly music subscription service

(amongst all interested in concept)

Motivators for using a monthly subscription service for music downloading include an appealing price, transferability to other music players and offering a selection of relevant music

Features very important for illegal file-sharers: Price: 66% Transfer to players: 51% No restriction on downloads: 51%

Base (n=458)

Q12c Thinking about what would make such a service appealing to you, how important would the following features be to you if you were considering subscribing to this type of service?

32

33 Appendix

Appendix

34 High levels of usage for YouTube and catch-up TV services

High levels of usage for YouTube and catch-up TV services

Awareness and usage of entertainment services (amongst all adults)

Base (n=1,008)

Q1a Which of the following, if any, have you heard of or have you personally used in the past 12 months?

34

35 Around two-thirds of illegal downloaders also access other content

Around two-thirds of illegal downloaders also access other content

types without permission

Other types of unofficial downloads (amongst illegal downloaders)

66% doing one or more of these (net)

Net users

39%

57%

44%

38%

Base (n=88)

Q7c2 Apart from music, which other content, if any, have you accessed using these services without the permission of the copyright holder?

35

36 Demographic profile of key groups

Demographic profile of key groups

Source: S1/S2/S3 Are you.....? Please type in your age. Which of the following shows your total household income per year from all sources, before tax and other deductions?

Base (n=1,008)

Digital Music Survey
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