The first big numbers session of the day went to Synovate, the research firm and a partner of Music Matters. They did a pre-conference questionnaire for delegates about Music in Asia. They interviewed 8,500 18-24 year olds from 12 regional markets around Asia. The research was done online. Stand out for the Radar were the following points:
- 68% of Asians say music is a very important part of their lives. Only 10% actively don’t – music is a very, very important part of Asian kids lives.
- India and Philippines show the strength of their domestic markets by responding 93% & 80% positive to this question.
- Very few international or global stars make the top 3 in each region. The winners were mostly domestic stars, which points again to the need to cater for domestic preferences.
- 32% listen via computer (most used device) 27% use MP3 player most. BUT SE Asian markets mostly use mobile phone. This points to a trend that we have noticed – that mobile phones in Asia dominate and will do so increasingly.
- Mobile is taking off. 88% have mobile phones. 57% listened to music via mobile in the last month. Methodology wise, 46% download the music to their computer and transfer to their phone. 24% Bluetooth and MMS the music to their phone, 21% download the music to their mobile directly (39% in Japan)
- Are they paying? 11% paid to download online. The maximum was 20% in Korea. 41% download the music for free. China was the most @ 55% followed by Malaysia and Vietnam. Only 17% in Japan.
You can see the research in its full glory here (remember to use the full screen button bottom right for easy-to-read awesomeness):
Music Matters Consumer Survey 2009
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