MUSIC
MATTERS

MUSIC 2006
>> 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)
MATTERS

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
2007
Ownership
Piracy
Solutions

2007 findings

2007
Survey by Synovate
n=3,857. April 2007. 15-34 years old
All income households
10 urban centers: India, Singapore, Indonesia, Malaysia,
Philippines, Thailand, China, Hong Kong, Taiwan, Korea

music passion is at an all
time high ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries
15-34.

84% of young asians like
music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries
15-34.

54% of young asians love
music ...
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries
15-34.

4% of young asians hate
music ... :-(
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries
15-34.

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 Countries
15-34.

music passion (% very passionate)
71 70
64 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)
67
59
46
15-19 20-24
25-34
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

music passion (% very passionate)
54
46
2006 2007
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

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 Countries
15-34.

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”
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

favorite music ...
61
LOCAL POP
55
WESTERN POP
28
OTHER ASIAN POP
28
MANDARIN POP
25
KOREAN POP
18
CANTO POP
15
JAPANESE POP
LOCAL PREVAILS OVER “WESTERN” MUSIC
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Favorite Music - % Like Korean Music
80
40
29 29
25
14
10 9
2
KOR CHINA
TWN THAI
MAL SNG HK PHIL INDO INDIA
THE KOREAN “WAVE” CONTINUES ... NORTH AND SOUTH
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Favorite Music - Chinese Youth
MANDARIN POP
88
WESTERN POP
66
LOCAL POP
64
CANTO POP
52
KOREAN POP
40
JAPANESE POP
32
20
OTHER ASIAN POP
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

Favorite Music - Fragmentation
FIRST SECOND THIRD
My favorite singer ...
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%
Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%
Malaysia
Potato 16% Clash 11% Big Ass 5%
Thailand
Samsons 18% Peter Pan 17% Agnes Monica 12%
Indonesia
Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%
SG Wannabe 11% Rain 8%
South Korea Dong Bang Shin Ki 9%
China Jay Chou 14% JJ Lin 5% Andy Lau 5%
India Abhijit Sawant 15% Sonu Nigam 12%
Himesh Reshimiya 23%
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

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

Legal Purchases - % Past Month
34
INSTORE CD
14
ONLINE MP3
9
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
UNPAID MP3
19
PIRATE CD
FILE SHARE
18
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
49 47
20
15 14 13
4 3 2 2
Phil 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
37
32 30
23 22
19
14
7
4
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 75
70 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”
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

changing
music habits ...

how I listen to digital music ...
0
30
60
Computer p30d
56
MP3 Player p30d
53
Internet Radio p30d
19
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

how I watch music videos ...
0 40
80
TV p30d
78
27
NET p30d
13
MOBILE p30d
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

the mobile
phone
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

76% have
their own
mobile
SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. 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

Help me get mobile music
79 76 74
68
60
55 54 52
49
43
India Phil Indo Thai Mal HK Sing Korea Twn China
% agree “the industry should work with the telcos
to deliver music on the phone”
SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

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