Spread of Digital Music in Asia
May 12 2006
Released this week, the Synovate Music Matters survey has 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.
Results show what musical and entertainment activities respondents engaged in over the past month:
- 39% of all adults had downloaded a song from the Internet and this went up to two thirds of under 25 year olds (although only 27% had paid for it).
- ƒn50% of respondents had played music on a computer. The number increased to 82% for the under 25s category but was still 20% of the 40 or above age bracket.
- Music is on the move, with 43% of all respondents reporting that they had played music on an MP3 player in the past month. This was most popular in China (46%) - even more so than Korea (42%). However, 75% of under 25s had listened via MP3, 43% of 25-39 year olds and 22% of those aged 40 or above.
- ƒnWhen it came to actually paying for downloaded music, only 17% of respondents had pulled out their wallets. The figure was 25% in Korea and 27% among under 25s.
- 17% had burned or copied music onto a CD and 16% had ripped or copied music from a CD.
- Digital delivery has by no means killed radio, with 24% of all adults listening to an Internet radio station in the past month. This was especially prevalent in Taiwan, with 37% of people tuning in online.
In addition, the survey found that 85% of North Asians under 25 years old own an MP3 playing device and 43% of them classify it as their main music device.
According to Synovate Hong Kong's Director Scott Lee, significant numbers of North Asians are 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 added, ¡¥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.¡¦
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 company can be found online at
www.synovate.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
