View
213
Download
0
Category
Preview:
Citation preview
1
Digital Music Survey
Prepared for Demos: 19th October 2009
2
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
• 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)
• 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 holder’s 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)
• 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 servicesSection 1
7
65%
16%
30%
33%
74%
Bought anymusic onCD/vinyl
Paid to downloadan album
Paid to downloadtracks
Paid to downloadalbum/tracks
(net)
Bought anymusic (net)
10%
19%
47%
23%
32%
25%
39%
26%
17%
18%
10%
8%
8%
7%
Less than £10 £10-£19 £20-£49 £50-£99 £100+
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
% buying music in last year
Amount spent on music in last year (amongst those using each method)
Music bought in the last 12 months (amongst all adults)
£51
£41
£24
Mean
Three quarters of adults have bought music in the last 12 months• A third have paid for downloads of albums or tracks
Base (n=1,008)
8
50%
27%
22%
13%
12%
9%
9%
7%
5%
4%
45%
66%
55%
70%
68%
33%
68%
67%
28%
75%
22%
38%
5%
7%
23%
17%
20%
58%
22%
26%
66%
21%
76%
59%2%
2%
YouTube
Download tracks/albums - iTunes Store
Internet radio
MySpace
Download tracks/albums - Amazon.com
Spotify
Music podcasts
Download music - Nokia music store
last.fm
Napster
7digital
eMusic
Use Heard of Not heard of
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?
8
Half of all adults access YouTube for music / music videos• Over a quarter have paid for downloads of albums or tracks from iTunes store
Awareness and usage of official music services (amongst all adults)
last.fm users: 90% use free service
Spotify users: 91% use free service
69% use one or more of these services…
Base (n=1,008)
9
69% 70% 67%
79% 76% 76% 78% 81%74%
57%60%
63%
0%
20%
40%
60%
80%
100%
Total Male Female 16-24 25-34 35-50 Male16-24
Male25-34
Male35-50
Female16-24
Female25-34
Female35-50
Q2a Which of the following, if any, have you heard of or do you personally use for music?
Usage of any official music services by age and gender (amongst all adults)
Over two-thirds of adults use any of the main official music services•16-24 years olds, particularly females 16-24, are more likely to use these services
Base (n=1,008)
1010
Q4/Q3b/Q3c Please indicate why you use each of these services to access music.
Total(Average) YouTube
iTunes Store
Internet radio MySpace Amazon
Spotify (free)
Music podcasts
Nokia music store
Last.fm (free) Napster
n=497 n=275 n=219 n=136 n=115 n=82 n=89 n=65 n=45 n=44
Easy to use 54% 62% 60% 58% 53% 51% 75% 41% 40% 64% 32%
Convenient 51% 57% 63% 53% 47% 48% 72% 51% 37% 54% 26%
Able to listen while using my computer 48% 59% 40% 60% 47% 27% 78% 42% 32% 65% 27%
The range of music available 40% 46% 54% 28% 31% 46% 68% 26% 25% 41% 38%
To hear new music wouldn’t normally hear 35% 44% 19% 29% 44% 17% 60% 37% 23% 56% 19%
To save money 33% 34% 23% 23% 27% 37% 63% 31% 19% 38% 33%
Listen using my mobile /iPod/MP3 player 28% 15% 62% 10% 14% 45% 5% 43% 41% 18% 31%
Best service of this kind 23% 22% 28% 20% 16% 16% 48% 15% 16% 26% 25%
Get recommendations for music I might like 23% 26% 17% 15% 33% 15% 35% 18% 9% 44% 19%
Nowhere near to buy CDs with music I like 14% 10% 21% 10% 15% 20% 11% 13% 12% 17% 15%
Social networking options 13% 20% 4% 6% 50% 6% 3% 4% 7% 21% 12%
None of these 6% 4% 4% 8% 5% 4% 1% 11% 7% 2% 18%
Reasons for using official music services(amongst users of each official service)
Key motivators are ease of use, convenience and listening while using a computer• Spotify scores strongly on these key features
7digital and eMusic bases are too low to analyse
Which Spotify service do you use? Which last.fm service do you use?
11
Unofficial services
Section 2
12
14%3%
24%33%
62%
6%
Peer-to-peer(P2P) / file
sharing sites /BitTorrent /Limewire
Rapidshare Google/othersearch
engines – tofind
albums/tracksto download
for free
Use any ofthese
'unofficial'services (Net)
None of these Don’t know
Q6 Thinking now about other services that are available, which, if any, of the following do you use to access music?
15% net used P2P / Rapidshare
Usage of ‘unofficial’ music services(amongst all adults)
A third of adults use one or more ‘unofficial’ music service• A quarter have used Google or another search engine to find free album/tracks
Base (n=1,008)
13
69% 70% 67%
79% 76%
60%
76% 78%
63%
81%74%
57%
33% 34% 31%
45%38%
23%
43%37%
28%
47%40%
19%
0%
20%
40%
60%
80%
100%
Total Male Female 16-24 25-34 35-50 Male16-24
Male25-34
Male35-50
Female16-24
Female25-34
Female35-50
Official Unofficial
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?
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)
14
10%16%
47%
8%11% 9%
Buy a lotmore music
Buy a littlemore music
Buy about thesame
Buy a littleless music
Buy a lot lessmusic
Don’t know
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
Impact of using unofficial music services(amongst all file-sharing/search engine users)
A quarter of those using unofficial services claim to buy a little/lot more music as a result•10% claim to buy a lot more music
Base (n=325)Q7a Does using these services for music mean that you….?
15
Unofficial services - illegal downloadersSection 3
16
28%
46%56%
22%
Overall (P2P) users Rapidshare users Google/other searchengines
Downloading illegally(amongst all using unofficial music services)
Rapidshare and P2P users are more likely to admit downloading music illegally (without permission of the copyright holder)
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
62%
6% 9%
21%
2%
DON'T use unofficialservices
Don't know if useunofficial services
Illegal downloaders File-sharing searchengine users but
NOT illegal
USE unofficialservices but prefer
not to answer aboutpermission of
copyright holder
Downloading illegally(amongst all adults)
9%
10%8%
11%13%
6%
15%14%
6%7%
13%6%
9%14%
5%
Total
MaleFemale
16-2425-3435-50
Males 16-24Males 25-34Males 35-50
Females 16-24Females 25-34Females 35-50
Broadband up to 8MbBroadband greater than 8Mb
Don't know speed
One in ten of all adults admit downloading music illegally• Males 16-34 are most likely to admit doing this
Q6/Q7b Thinking now about other services that are available, which, if any, of the following do you use to access music? Base (n=1,008)
18
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
Base (n=88)
Amongst all those downloading illegally...
19
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?
19
46%
42%
32%
27%
27%
25%
20%
19%
9%
9%
Because I can / it’s available
I like to try things out before I decide whether to buy them
I can find things that I can’t find on commercial legalservices
I don’t have enough money to pay for the music that I want
Because lots of people I know do the same
I’ve already bought the things I download on CD/vinyl
I spend enough money already on music already
I don’t see anything wrong with doing it
Nobody ever gets caught / fined for doing it
I don’t care about copyright
• 42% like to use them to try out new music and a third look for music not available elsewhere
Reasons for downloading illegally(amongst illegal downloaders)
Just under half say that they download music illegally ‘because they can’
Base (n=88)
20
65% 65%
44%
69% 73%
Total DON'T useunofficialservices
Don't know if useunofficialservices
File-sharing/search
engine users butNOT illegal
Prefer not toanswer aboutpermission of
copyrightholder*
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?
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)
21
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
64%
61%
61%
58%
57%
44%
41%
33%
25%
23%
61%
70%
73%
54%
55%
26%
54%
24%
17%
22%
The availability of new appealing legal music services
The threat of having your internet service suspended forone month
The threat of receiving a fine
Concerns about getting a virus/spyware
Receiving a warning letter from your Internet ServiceProvider (ISP)
The threat of your internet speed being reducedsignificantly for one day
The threat of your internet speed being reducedsignificantly for one month
The threat of having your internet service suspended for anhour
Publicity about the impact on the music industry
Disapproval of friends and family
ILLEGAL DOWNLOADERS: Reasonsfor stoppingAll EXCEPT illegal downloaders:Perceived reasons for users 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=920)Base (n=88)
The availability of new, appealing legal services and various punitive measures would encourage those downloading without permission to stop
22
62%
61%
43%
28%
29%
16%
11%
20%
2%
3%
44%
40%
41%
29%
24%
19%
11%
7%
5%
2%
Concern about legal consequences
Worried about viruses/spyware
Believe it's morally wrong
Prefer to buy CDs/not digital music
Better legal services
Not interested in music
Don’t know how to
Friends/family disapprove
None of these
Don’t know
File-sharing/search engine users but NOT illegal
DON'T use unofficial services AT ALL
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.
Reasons for not downloading music without permission(amongst all except illegal downloaders)
The main barriers to downloading without permission are legal concerns, worries about viruses and moral objections
Base (n=556)
23
45%
35%
32%
21%
19%
5%
10%
18%
47%
36%
13%
12%
11%
14%
10%
9%
51%
39%
30%
25%
23%
5%
9%
14%
43%
35%
37%
22%
19%
3%
11%
19%
Encourage growth of legalwebsites/services
Reform copyright laws
Order ISPs to disconnect offenders
Order ISPs to restrict the internetspeed of offenders
Lead education campaign
Introduce tax on internet service
None of these
Don’t know
All adultsIllegal downloadersFile-sharing/search engine users but NOT illegalDON'T use unofficial services AT ALL
Q9C What role, if any, do you see for government in encouraging people to only use legal ways of downloading music?
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
Base (n=1,008)
• Non-users are more likely to also see the role of government to enforce ISPs to take action against offenders
24
69%
32%
26%
21%
6%
6%
6%
16%
72%
37%
32%
29%
18%
28%
1%
3%
67%
38%
31%
21%
8%
5%
6%
14%
71%
29%
24%
20%
4%
3%
7%
17%
Transfer to different music players
Produce/share own remixes
Give copies to friends/family
Sell old mp3s
Put music on website for others
Put music on a P2P service forothers
None of these
Don’t know
All adultsIllegal downloadersFile-sharing/search engine users but NOT illegalDON'T use unofficial services AT ALL
Q10 What do you consider to be FAIR USE of the music that people have paid to download from legal sources?
Consideration of what is ‘fair use’ for paid music downloads(amongst all adults)
Base (n=1,008)
Apart from those downloading without permission, very few believe it is ‘fair use’ to file-share tracks that you have paid to download
25
81%
40%
31%
25%
5%
4%
3%
8%
63%
28%
24%
19%
7%
7%
7%
20%
Transfer to different musicplayers
Produce/share ownremixes
Give copies tofriends/family
Sell old mp3s
Put music on website forothers
Put music on a P2Pservice for others
None of these
Don’t know
All who pay to downloadtracks/albums
All who DO NOT pay to downloadtracks/albums
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)
Q10 What do you consider to be FAIR USE of the music that people have paid to download from legal sources? Base (n=1,008)
26
QC2b Which, if any, of the following do you do on your computer at home? Please select all that apply
Regular activities on computer(amongst all adults)
Only illegal downloaders show any sign of actions specifically designed to hide their activities such as changing their IP address
Base (n=1,008)
78%
48%
45%
44%
41%
14%
2%
2%
1%
7%
2%
78%
53%
52%
49%
40%
19%
3%
5%
3%
5%
0%
71%
51%
54%
54%
43%
28%
7%
7%
9%
2%
1%
I use a firewall/virus protection
I regularly clear my temporary internet files
I regularly clear my internet history
I regularly clear my cookies
I don't share files with other internet users after I have downloadedthem
I store the files I download on a separate hard drive
I use a proxy server to remain anonymous
I access someone else's wireless internet service using my computer
I use special software to change my IP address
None of these
Don't know
All adultsUse unofficial music servicesIllegal downloaders
27
Interest in digital musicconcepts
Section 4
28
66%
28%
Interested
Not interested
Interest in downloading tracksfor portable devices
Two-thirds of adults are interested in paying to download individual tracks over the internet
Amongst those aged 16-24
75%
Amongst illegal downloaders
80%
Amongst those who have paid for downloads
91%
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=1,008)
29
66%
28%
Interested
Not interested
2%11%
66%
54%46%
38%28%
20%
0%
40%
£0.15 £0.30 £0.45 £0.60 £0.75 £0.90 £1.05
PricedInterest
£ Revenue Curve
The optimum price for revenue from downloading individual tracks is 45 pence
Interest in downloading tracksfor portable devices
Q11b At what price would you consider the following to be TOO EXPENSIVE for you to be interested?
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)Base (n=1,008)
30
47%
47%
Interested
Not interested
Interest in a monthly subscription service is high, particularly amongst illegal downloaders
Pay subscription fee unlimited downloads
Amongst those aged 25-34
58%
Amongst those who have paid for downloads
62%
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?
Amongst illegal downloaders
72%
31
I wouldn’t 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 don’t want to pay 15%
Barriers to entry
47%
47%
Interested
Not interested
5%9%16%
26%37%
47%
2% 1%0%
40%
£2.50 £5.00 £7.50 £10.00 £12.50 £15.00 £17.50
PricedInterest Pay subscription fee
unlimited downloads
£ Revenue Curve
Revenue will be maximised at a subscription fee of around £5 per month
Q12b At what price would you consider the following to be TOO EXPENSIVE for you to be interested? Base (n=458)
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)
32
73%
66%
62%
55%
37%
29%
12%
8%
9%
7%
20%
27%
30%
36%
47%
49%
41%
27%
22%
23%
21%
4%
5%
4%
6%
12%
17%
33%
40%
38%
41%
39%
2%
4%
11%
22%
27%
25%
30%8%
An appealing price
Can transfer to different players in household
Contains music relevant to tastes
No restriction on amount download each month
Access to music that would otherwise be hard to find
Discover new music
Ability to recommend music to friends that they can access
Opportunity to buy other merchandise
Tools that enable you to remix the music yourself
Facility to communicate with artists
Able to connect with others/social networking
Very important Fairly important Not very important Not at all important DK
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
Importance of features for a monthly music subscription service(amongst all interested in concept)
Features ‘very important’for illegal file-sharers:Price: 66%Transfer to players: 51%No restrictionon downloads: 51%
Motivators for using a monthly subscription service for music downloading include an appealingprice, transferability to other music players and offering a selection of relevant music
Base (n=458)
33
Appendix
34
75%
64%
60%
48%
25%
18%
11%
8%
5%
24%
35%
37%
51%
72%
72%
69%
74%
84%
3%
3%
10%
20%
18%
10%
1%
1%
1%YouTube
Freeview
TV catch up websites
Sky
Virgin Media
Lovefilm
Skyplayer
Freesat
BT Vision
Used in past 12 months Heard of, but not used in past 12 months Not heard of
Q1a Which of the following, if any, have you heard of or have you personally used in the past 12 months?
34
High levels of usage for YouTube and catch-up TV servicesAwareness and usage of entertainment services(amongst all adults)
Base (n=1,008)
35
19% 15% 10%25%
38%29% 27% 28%
75%17%
18%16% 18%
24%34% 41% 40%
2% 4% 4% 3%
12%
Movies TV series Software (excl.games)
Games Music
Prefer not to answer
No – and I have neverconsidered it
No – but I haveconsidered it
Yes - occasionally
Yes - frequently
35
Q7c2 Apart from music, which other content, if any, have you accessed using these services without the permission of the copyright holder?
Other types of unofficial downloads(amongst illegal downloaders)
57% 44% 39% 38%Netusers…
Around two-thirds of illegal downloaders also access other content types without permission
66% doing one or more of these (net)
Base (n=88)
36
UK Online Population
All file-sharing / search engine
users
All illegal downloaders
All file-sharing / search engine users but NOT
illegal% % % %
GenderMale 50% 53% 57% 50%Female 50% 47% 43% 50%
Age 16-24 25% 34% 31% 35%25-34 26% 30% 38% 27%35-50 50% 36% 31% 38%
Gender/AgeMales 16-24 12% 16% 21% 14%Males 25-34 14% 15% 21% 13%Males 35-50 25% 21% 15% 23%Females 16-24 12% 18% 10% 21%Females 25-34 12% 15% 18% 14%Females 35-50 25% 15% 15% 16%
IncomeLess than £25,000 33% 34% 42% 31%£25,000 or more 57% 54% 55% 55%Refused 10% 12% 3% 15%
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)
Recommended