In January 2011 Dennis Collopy and David Bahanovivh both from the University of Hertfortshire presented the results of the study on “Music Experience and Behavior in Young People”, commissioned by UK music. The findings are based on a large-scale survey of approx. 2000 UK juveniles aged 14-24.
The study unveiled four central needs of young music consumers:
- The need to acquire music: The tech-savvy youngsters love music more than ever, it remains a vital and passionate part of their daily lives. The average digital collection of a young music fan now contains upwards of 8,000 tracks, whereof 1,800 can be found as MP3-files on portable music storage devices. The computer has become the primary means of accessing music.
- The need for sharing music: 61% say that they still continue to share copyrighted music using file-sharing applications and torrent trackers, mostly on a weekly or daily basis and mainly because it’s free and they are not going to get caught. In addition to file sharing networks, they use Bluetooth, email, hard drives, hosting sites, USB sticks, CD-Rs and YouTube streams to their music files. To put it in a nutshell: “They simply want what they love – the music – and they want it now.”
- The need to own music: The underlying passion and excitement of “owning” music remains incredibly strong and consistent. The respondents value physical music products higher than non-physical, digital formats. Thus, the seize of the respondends CD collection increased also year on year – although that does include original and copied discs. However, the majority of young music fans clearly understand such activities are not legitimate, but continue to do what technology allows.
- The need to own digital files: The age group of young people is interested in new services and the results indicate that they will pay for them. Thus, 85% of P2P downloaders said they would be interested in paying for an unlimited, all-you-can-eat MP3 subscription service. Despite enthusiasm for streaming music online, streaming is not necessarily seen as a replacement for ownership. However, 78% of respondents said they would not pay for such a service. To sum it up, young music consumers want to won music in physical as well as non-physical form.
A more detailed study is planned for 2011.
Get the Powerpoint here: Presentation of the 2008 and 2009 results