TMV was provided the following info Marrakesh Records and Human Capital will publish a survey of over 1,000 15-24 year olds exposing their listening habits and attitudes to music discovery courtesy of the IMMF. Summary highlights are as follows.
Music is hugely important to the age group. 60% of 16-24 year olds would rather go without sex than music for a week. This increases to 70% for 16-19 year olds.
Music consumption remains ubiquitous within the age group. 75% have watched a music video online in the last 3 months, 70% bought a CD, 62% listened to music on their mobile phone, 52% bought a music download and 45% played a music game on a games console.
MP3 players are the most widely used device for listening to music (81% of the age group have used one in the past week), followed by the computer (80%), radio (71%), TV (68%), CD player (59%) and mobile phone (54%).
Radio is the most important medium for finding out about new bands/artists (67%). This is followed by friends’ recommendations (63%), and MTV and other music channels (49%). General interest, music magazines/newspapers and blogs achieve very low scores at 21%, 17% and 14% respectively.
YouTube has soared into pole position as the default website that this age group turn to for checking out new artists (38%). Myspace (and a band’s own website) come a distant joint second, each scoring 15%.
70% of those who expressed a view do not feel guilty about downloading music for free from the internet. 61% of the age group do not feel they should have to pay for the music they listen to. This is more marked amongst 15-19 year olds, of whom 69% do not feel they should have to pay.
The average price that respondents think is fair to pay for a CD album is just GBP6.58 (approx.$9.50) For a download album the average drops to GBP3.91(approx$5.50) and for a download single the average is 39p(approx 55 cents). On average 43% of the music owned and enjoyed by the age group has not been paid for. This increases to 49% for 15-19 year olds.
If they were a big celebrity 42% of the age group would value respect for their music and creative freedom above all other factors. Money scores second at 20% and performing in front of massive audiences third at 14%.