WHAT MATTERS
anyWAY?

08
THIRD ANNUAL
MUSIC MATTERS
SURVEY

2006 2007 2008
HONG KONG HONG KONG HONG KONG
SINGAPORE SINGAPORE SINGAPORE
TAIWAN TAIWAN TAIWAN
KOREA KOREA KOREA
CHINA CHINA CHINA
PHILIPPINES PHILIPPINES
INDONESIA INDONESIA
MALAYSIA MALAYSIA
THAILAND THAILAND
INDIA INDIA
AUSTRALIA
VIETNAM

2006 2007 2008
15 to 34 15 to 34 15 to 34
URBAN URBAN URBAN
MIDDLE CLASS MIDDLE CLASS MIDDLE CLASS
N=1500 N=3857 N=5741
SYNOVATE SYNOVATE TNS
MARCH 2006 MARCH 2007 MARCH 2008

MM
CONTENT EXPLOSION
RISING MUSIC PASSION
LOCAL PREVAILS
DIGITAL CONTENT
MOBILE TAKES OFF
2008 CONCERTS EMERGE

WHAT MATTERS ?

WHAT’S HOT
SPENDING TIME ONLINE +56%
LISTENING TO MUSIC +53%
USING MY MOBILE +49%
SENDING EMAILS +41%
SOCIAL NETWORKS +37%
WHAT’S NOT
SPENDING $$$ ON MUSIC -36%
WATCHING TELEVISION -46%
PLAYING CONSOLE GAMES -50%
SOURCE: MTV Circuits of Cool. 16 Country. 2007
(% Doing More, Doing Less than Past Year)

LO
VIN
MU
SIC G

MUSIC PASSION IS AT
AN ALL TIME HIGH ...

93% OF ASIAN YOUTH
ARE PASSIONATE
ABOUT MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

85% OF ASIAN YOUTH
“LIKE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

54% OF ASIAN YOUTH
“LOVE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

1% OF ASIAN YOUTH
“HATE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research (TNS). 12 Countries

I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LOVE MUSIC
(% LOVE MUSIC, TOP 1/10 BOX)
“WOULD LISTEN TO MUSIC EVERY MINUTE OF THE DAY IF I COULD”
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

WHAT KIND OF MUSIC
DO YOU LISTEN TO ?

I LIKE WESTERN MUSIC
(% LIKE GENRE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE LOCAL MUSIC
(% LIKE GENRE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE ...
(% LIKE GENRE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

80% LOCAL
20% IMPORT

FAVORITE SINGERS
ONE TWO THREE FOUR FIVE
INDIA Himesh Reshamiya Lata Mangeshkar Abhijit Sawant Kishore Kumar Sonu Nigam
INDONESIA Ungu Agnes Monica Peter Pan Iwan Fals Glenn Fredly
PHILIPPINES Parokya ni Edgar Sarah Geronimo MYMP Bamboo Christian Bautista
MALAYSIA S.H.E. Jacky Cheung Mawi Robbie Williams Simple Plan
SINGAPORE Jay Chou Linkin Park Stefanie Sun Taufik Batisah Gwen Stefani
THAILAND Body Slam Da Endorphine Potato Clash Loso
CHINA Jay Chou Andy Lau Faye Wong Jacky Cheung Wang Lee-Hom
HONG KONG Eason Chan Jay Chou Miriam Yeung Fahrenheit Joey Yung
TAIWAN Jolin Tsai Jay Chou Wang Lee-Hom S.H.E. May Day
KOREA MC the Max Beyonce Dong Bang Shin Ki Sooyoung Lee SG Wannabe
Source: MTV Young Asians. Synovate 2007. 15-24

FAVORITE SINGERS
LOCAL LANGUAGE DRIVES PREFERENCE
A HANDFUL OF GLOBAL MEGA-STARS
VERY FEW REGIONAL MEGA-STARS
SE ASIA MORE “INDIE” AND ROCK
NORTH ASIA MORE R&B, HIP HOP, BALLADS
Source: MTV Young Asians. Synovate 2007. 15-24

MU
EX SIC
PL
OS
IO N

66% ARE LISTENING TO
MORE MUSIC NOW THAT
IT’S DIGITAL
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

46% THINK THAT ALL
THEIR MUSIC WILL BE
DIGITAL IN THE FUTURE
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BUT ARE THEY PAYING?

LEGAL VERSUS ILLEGAL
(% PAST MONTH)
15-24 25-34
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC PURCHASING
(% DONE PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BOUGHT A CD IN A STORE
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PAID TO DOWNLOAD MUSIC
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DIDN’T PAY TO DOWNLOAD MUSIC
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MU
PL LTI
AT
FO
RM

TELEVISION REMAINS A
KEY MEDIUM FOR VIDEOS

HOW I CONSUME MUSIC VIDEOS...
2007
%
SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries

HOW I CONSUME MUSIC VIDEOS...
2008
%
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE NET HAS CHANGED
VIDEO VIEWING
SIGNIFICANTLY ...

MUSIC SITES I VISIT
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE MOBILE IS TAKING OFF
FASTER ...

DOWNLOADED MUSIC TO PHONE
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE MOBILE IS THE MAIN
MUSIC PLAYER FOR 14% ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PHONE IS MY MAIN MUSIC PLAYER
(% AGREE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

REPLACE MP3 WITH MUSIC PHONE
(% AGREE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

50% HAVE DOWNLOADED MUSIC TO
THEIR PHONE RECENTLY
74% WANT TO REPLACE THEIR MP3
2008 ...
WITH A MUSIC PHONE
78% WANT THE MUSIC INDUSTRY TO
HELP THEM GET MORE DIGITAL MUSIC
73% WANT TELCOS AND MUSIC LABELS
TO WORK TOGETHER MORE CLOSELY
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

HOW ABOUT LIVE MUSIC?

I LIKE LIVE MUSIC
(% WENT TO CONCERT RECENTLY)
SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

I LIKE LIVE MUSIC
(% WENT TO CONCERT RECENTLY)
SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008

LET’S RELOOK IN 2009 ...

HEADLINES
URBAN ASIANS. 12 MARKETS. 15-34
1. MORE PEOPLE ARE LOVING MUSIC
2. MORE ARE LISTENING TO MORE MUSIC
3. IT’S ALL GOING DIGITAL, FAST
4. IT’S ALL GOING MOBILE, FASTER
5. BUT IT REMAINS FREE, FOR MANY
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

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