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. 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. MM
CONTENT EXPLOSION
RISING MUSIC PASSION
LOCAL PREVAILS
DIGITAL CONTENT
MOBILE TAKES OFF
2008 CONCERTS EMERGE
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)
10. 93% OF ASIAN YOUTH
ARE PASSIONATE
ABOUT MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
11. 85% OF ASIAN YOUTH
“LIKE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
12. 54% OF ASIAN YOUTH
“LOVE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
13. 1% OF ASIAN YOUTH
“HATE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
14. I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries
15. I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research (TNS). 12 Countries
16. I LIKE MUSIC
(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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
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. 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
41. DOWNLOADED MUSIC TO PHONE
(% PAST MONTH)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
42. THE MOBILE IS THE MAIN
MUSIC PLAYER FOR 14% ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
43. PHONE IS MY MAIN MUSIC PLAYER
(% AGREE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
44. REPLACE MP3 WITH MUSIC PHONE
(% AGREE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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
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