0
WHAT MATTERS
     anyWAY?
08
 THIRD ANNUAL
MUSIC MATTERS
       SURVEY
2006           2007           2008
HONG KONG     HONG KONG      HONG KONG
SINGAPORE     SINGAPORE      SINGAPORE
    TAIWA...
2006             2007             2008
      15 to 34         15 to 34         15 to 34
      URBAN            URBAN      ...
MM
        CONTENT EXPLOSION
        RISING MUSIC PASSION
        LOCAL PREVAILS
        DIGITAL CONTENT
        MOBILE TA...
WHAT MATTERS ?
WHAT’S HOT
SPENDING TIME ONLINE +56%

 LISTENING TO MUSIC +53%

  USING MY MOBILE +49%

  SENDING EMAILS +41%

 SOCIAL NET...
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...
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
...
FAVORITE SINGERS

LOCAL LANGUAGE DRIVES PREFERENCE

A HANDFUL OF GLOBAL MEGA-STARS

VERY FEW REGIONAL MEGA-STARS

SE ASIA ...
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 ...
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 Mus...
HOW I CONSUME MUSIC VIDEOS...
2008




                                                              %




SOURCE: MTV Mus...
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 ...
      ...
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...
BACK TO
MUSIC
www.slideshare.net/
ianstewartmtv
THANK YOU
Music Matters to MTV 2008
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Music Matters to MTV 2008

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MTV's third survey into music passion in Asia, in partnership with the Music Matters conference in Hong Kong

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Transcript of "Music Matters to MTV 2008"

  1. 1. WHAT MATTERS anyWAY?
  2. 2. 08 THIRD ANNUAL MUSIC MATTERS SURVEY
  3. 3. 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
  4. 4. 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
  5. 5. MM CONTENT EXPLOSION RISING MUSIC PASSION LOCAL PREVAILS DIGITAL CONTENT MOBILE TAKES OFF 2008 CONCERTS EMERGE
  6. 6. WHAT MATTERS ?
  7. 7. 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)
  8. 8. LO VIN MU SIC G
  9. 9. MUSIC PASSION IS AT AN ALL TIME HIGH ...
  10. 10. 93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  11. 11. 85% OF ASIAN YOUTH “LIKE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  12. 12. 54% OF ASIAN YOUTH “LOVE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  13. 13. 1% OF ASIAN YOUTH “HATE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  14. 14. I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries
  15. 15. I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (TNS). 12 Countries
  16. 16. I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  17. 17. 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
  18. 18. WHAT KIND OF MUSIC DO YOU LISTEN TO ?
  19. 19. I LIKE WESTERN MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  20. 20. I LIKE LOCAL MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  21. 21. I LIKE ... (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  22. 22. 80% LOCAL 20% IMPORT
  23. 23. 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
  24. 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
  25. 25. MU EX SIC PL OS IO N
  26. 26. 66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  27. 27. 46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  28. 28. BUT ARE THEY PAYING?
  29. 29. LEGAL VERSUS ILLEGAL (% PAST MONTH) 15-24 25-34 SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  30. 30. MUSIC PURCHASING (% DONE PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  31. 31. BOUGHT A CD IN A STORE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  32. 32. PAID TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  33. 33. DIDN’T PAY TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  34. 34. MU PL LTI AT FO RM
  35. 35. TELEVISION REMAINS A KEY MEDIUM FOR VIDEOS
  36. 36. HOW I CONSUME MUSIC VIDEOS... 2007 % SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries
  37. 37. HOW I CONSUME MUSIC VIDEOS... 2008 % SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  38. 38. THE NET HAS CHANGED VIDEO VIEWING SIGNIFICANTLY ...
  39. 39. MUSIC SITES I VISIT (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  40. 40. THE MOBILE IS TAKING OFF FASTER ...
  41. 41. DOWNLOADED MUSIC TO PHONE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  42. 42. THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  43. 43. PHONE IS MY MAIN MUSIC PLAYER (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  44. 44. REPLACE MP3 WITH MUSIC PHONE (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  45. 45. 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
  46. 46. HOW ABOUT LIVE MUSIC?
  47. 47. I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries
  48. 48. I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008
  49. 49. LET’S RELOOK IN 2009 ...
  50. 50. 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
  51. 51. BACK TO MUSIC
  52. 52. www.slideshare.net/ ianstewartmtv
  53. 53. THANK YOU
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