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A presentation by MTV at the Music Matters conference, Hong Kong, May 30 2007
Citation preview
MUSIC
MATTERS
MUSIC
MATTERS
>> MP3 player ownership was high (85%), leading to more music being consumed
>> The mobile phone was the preferred music device by many (68%) though few had made the switch (10%)
>> Large music libraries, low levels of spend on all music formats (=piracy)
>> A wish that the industry would make it easier to access music (=legal)
2006
2007
MUSIC MATTERS>> Youth across Asia are consuming more music than ever before, and music passion is at an all time high.
>> Hard drives are full of MP3’s. Yet music spend is low compared to music download activity.
>> What’s the state of music consumption among Asian youth? And what can we do to help it grow ????????????????
2007
What matters about music
passion
consumption
Ownership
Piracy
Solutions
2007
2007 findings
Survey by Synovaten=3,857. April 2007. 15-34 years oldAll income households10 urban centers: India, Singapore, Indonesia, Malaysia, Philippines, Thailand, China, Hong Kong, Taiwan, Korea
2007
music passion is at an all time high ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
84% of young asians like music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
54% of young asians love music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
4% of young asians hate music ... :-(
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
12% of young asians would listen every minute of the day ...
if they could SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
71 7064 61
45 43 42 42 38
27
INDIA INDO PHIL THAI KOR MAL CHINA TWN SNG HK
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
music passion (% very passionate)
music passion (% very passionate)
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
6759
46
15-19 20-2425-34
music passion (% very passionate)
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
46
54
2006 2007
we are fortunate that so many young asians are passionate about music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
asia loving asia ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
SPOTLIGHT ON ASIA
GROWING LOCAL PRIDE
RISE IN ASIAN MUSIC
DECLINE OF THE “WEST”
favorite music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
61
55
28
28
2518
15
LOCAL POP
WESTERN POP
OTHER ASIAN POP
MANDARIN POP
KOREAN POP
CANTO POP
JAPANESE POP
LOCAL PREVAILS OVER “WESTERN” MUSIC
80
4029 29
2514
10 92KOR CHINA TWN THAI MAL SNG HK PHIL INDO INDIA
Favorite Music - % Like Korean Music
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
THE KOREAN “WAVE” CONTINUES ... NORTH AND SOUTH
CHINESE YOUTH ARE LISTENING TO A WIDE VARIETY
OF MUSIC THESE DAYS ....
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
8866
6452
4032
20
MANDARIN POP
WESTERN POP
LOCAL POP
CANTO POP
KOREAN POP
JAPANESE POP
OTHER ASIAN POP
Favorite Music - Chinese Youth
A MIX OF MASS AND INDIE ARTISTS, VERY LOCALIZED,
WITH FEW “MEGA” STARS
SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries
Favorite Music - Fragmentation
FIRST SECOND THIRD
Hong Kong Eason Chan 8% Janice 7% Justin Lo 7%
Singapore Black Eyed Peas 12% Jay Chou 7% JJ Lin 6%
Taiwan Jolin Tsai 9% Jay Chou 9% 5566 8%
Malaysia Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%
Thailand Potato 16% Clash 11% Big Ass 5%
Indonesia Samsons 18% Peter Pan 17% Agnes Monica 12%
Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%
South Korea SG Wannabe 11% Dong Bang Shin Ki 9% Rain 8%
China Jay Chou 14% JJ Lin 5% Andy Lau 5%
India Himesh Reshimiya 23% Abhijit Sawant 15% Sonu Nigam 12%
My favorite singer ...
we can see the importance of regional and local artists, with a rising indie spirit ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
CONSU
MPTION
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Legal Purchases - % Past Month
34
14
9
INSTORE CD
ONLINE MP3
ONLINE CD
OFFLINE OVER ONLINE, WITH LOW DIGITAL PURCHASING
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Illegal Purchases - % Past Month
25
19
18
UNPAID MP3
PIRATE CD
FILE SHARE
HIGHER (CLAIMED) LEVELS OF ILLEGAL PURCHASING
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Illegal CD Purchase - % Past Month
4947
20
15 14 13
4 3 2 2Phil Indo Mal China Thai India Twn Korea HK Sing
CLEARLY UNDERSTATING THE PURCHASE OF PIRATED CDS
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Unpaid Download - % Past Month
63
3732 30
23 2219
14
74
China Korea Thai Twn HK Phil Mal Sing India Indo
AND NOT PAYING FOR IT ONLINE
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Unpaid Download - % Past Month
34
28
20
15-19 20-24 25-34
WITH TEENS BEING THE MAIN DOWNLOADERS ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
BUT LET’S LOOK
FORWARD
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
68% OF ASIAN YOUTH WANT THE
INDUSTRY TO HELP THEM GET MUSIC
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
Help me get digital music
89
77 7570 67
63 61 60 59
39
India Phil Indo China Thai Twn Sing HK Mal Korea
% agree “the industry could do more to help me get digital music”
changing
music habits ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
030
60
56
53
19
Computer p30d
MP3 Player p30d
Internet Radio p30d
how I listen to digital music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
61% are listening
to more music now
that it!s digital
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
and 71% believe
their music will be
all or mostly digital
in five years time
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
they are also
consuming their
music videos
more diversely
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
0 4080
78
27
13
TV p30d
NET p30d
MOBILE p30d
how I watch music videos ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
the!mobile!phone
76% have their own
mobile
SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
27% have downloaded
music to their mobile
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
57% would like to replace their mp3
player with a music phone
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
63% would like the industry to help
them get music on their phone ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
79 76 7468
6055 54 52
4943
India Phil Indo Thai Mal HK Sing Korea Twn China
% agree “the industry should work with the telcos to deliver music on the phone”
Help me get mobile music
the future is
clearly mobile
and digital
61% are listening
to more music now
that it!s digital
music passion is
high, and young
asians want easier
access digital music
music does matter
thank you