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Malaysian youth spent more time listening to music with close to two-thirds (59%) admitting that music is a very important part of their lives while youth in South Korea (20%) and India (19%) were the leading groups to pay to download music off the Internet.
A total of forty-one percent of youth across the Asian region downloaded music for free with youth with China (55%), Malaysia (50%), Vietnam (49%) and Hong Kong (47%) being higher than average, according to the Branded and Synovate Music Matters survey released today at the 2009 Music Matters Asia Pacific Music Forum in Hong Kong.
In research that explores how passionate youth are about music, what music-related activities they engage in and their attitudes towards a digital music future, Synovate surveyed 8,841 respondents aged 15 to 24 years in China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam
The survey showed that music was particularly close to the hearts and minds of the young in India (83%) and the Philippines (80%); followed by Vietnam (77%), China (69%), Thailand (67%) and Indonesia (65%).
“The love affair between music and young urban Asian consumers remains inseparable and it’s no surprise that music continues to be an important part of their daily lives.
“In fact, our overall findings showed that 25% were listening to music more in the last 12 months,” said Steve Murphy, Managing Director of Synovate Malaysia.
Multiple devices Youthful consumers across different markets used multiple devices to listen to music with computers being the top choice in Vietnam (52%), Taiwan (50%), Malaysia (47%), the Philippines and Hong Kong (34% respectively). Across the region, MP3 players (27%) and mobile phones (23%) were also popular.
“As digital technology advances across Asia, consumers will demand that their gadgets serve as one-stop music shops. This trend is certainly on the rise and we will continue to see a convergence of technology in the future.
“In total, thirty-three percent of young consumers regionally indicated that they will use their MP3 players more followed by their computers (29%) and mobile phones (25%)” said the Executive Director of Branded, Jasper Donat.
My mobile Among young mobile phone owners, over half had used their mobile phones to listen to music. Thailand (70%) lead the way, followed by Hong Kong and China (63% respectively) then Vietnam (62%) and Malaysia and India (both at 61%).
“The importance of the mobile phone for playing music is also seen in music download figures, with close to half of users (46%) accessing their computers to download music files which are later transferred to their mobile phones. Close to a quarter (21%) downloaded music files directly to their mobile phones.
Ideally, the music industry should be working with telecommunications companies to deliver music via mobile phone while marketers and brand owners should be exploring or realigning their strategies by incorporating music as a platform to reach this fast-growing and digitally driven segment,” Mr. Murphy added.
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