Americans love their music: 72% of consumers surveyed consider themselves passionate about music,* and one-third (33%) say they "would give anything" to meet their music idols, according to a recent survey from Synovate.
Even advertisements are okay with music fans as long as they receive something in return: 56% of consumers are happy to view or listen to advertising if it lets them download free music, and 48% say they are willing to view or listen to ads for free music streaming.
Some 31% say they will share personal information in exchange for access to free music downloads.
Below, other findings of the Global Music Study conducted by Synovate on behalf of Music Matters.
TV remains a key medium for watching music videos, but the computer is a close second: 40% of consumers say they watched music videos on TV in the previous month, while 39% watched them on the computer. Just 9% watched music video on their mobile phones.
Among other music-related activities performed by consumers within the previous month:
- 23% purchased a music CD in a physical store.
- 19% paid to download a music track to a computer.
- 19% purchased a music CD online.
- 15% downloaded a song from the Internet without paying for it.
Fans Willing to Pay for Extra Access
Most consumers are willing to pay for additional access to and information about their favorite music stars, including via the following ways:
- Text alerts about upcoming shows and tickets availability: 70%
- Access to "members only" exclusive internet gigs: 67%
- A "line jumper" feature, including guest list entry and an upgrade for "all access" to areas: 67%
- Access to a "members only" section on an artist's website: 67%
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Fans Understand Music Is a Business
Product endorsements and promotions are a common way for artists to establish their brand, and many consumers support that approach: 32% say that "if brand sponsorship is the only way an artist can make money, I think they should do it."
Meanwhile, 33% of consumers own clothing that features their favorite artist, and 61% of consumers have sought out music after hearing it on an advertisement, TV show, movie, or game.
* Reflects the percentage of consumers who rated their passion for music at a level 6 or higher, on a scale of 1-10.
About the data: Synovate surveyed 8,000 adults ages 18+ across 13 countries, including 508 in the US, to understand the buying habits and preferences of music consumers. The results were recently presented by Music Matters during MIDEM 2010, the world's biggest music industry conference.
