The document presents results from a survey about online content consumption and payment habits. Key findings include: - Most respondents consume music, entertainment, and educational content daily or weekly through streaming or downloads. - While many do not pay for the content they consume, most feel a desire to contribute to creators when they appreciate free content. - Convenience is a major factor in online behaviors and payment preferences include PayPal, credit cards, and direct transfers.

2. I ♥ online content
I don’t always ♥ paying for it
I want to love sharing my money with the creators

3. Share:
Some: A little or a lot. Not all. Not none.
Love: ♥

4. Piracy
Streaming services
Gratitude
Musicians leading the way

13. Survey
Structured interviews
Guerrilla interviews
36
2
9
{
{
{

14. 20 – 29
30 – 39
40 – 49
50 – 59
I'd rather not say
Less than $60k
$60k - $80k
More than $80k
0%
10%
20%
30%
40%
50%
60%
70%
I'd rather
not say
Less than
$60k
$60k -
$80k
More than
$80k
Male
Female
Survey respondents
Age
Income

15. Proportion of content
downloaded or streamed
NA - I don't listen to music
None
Some
Most
Nearly all
All
None
Some
Most
Nearly all
All
Never
Less than once/month
About once/month
About once/week
Every other day
Daily
Educational/inspirational
Never
Less than once/month
About once/month
About once/week
Every other day
Daily
Other life-enhancingEntertainment
Music
Frequency of content
downloaded or streamed

16. Do you pay for the content you stream or download?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Usually yes –
through an
online store
Usually yes –
through a
subscription
service
Usually not –
getting content
for free is a
priority me
Usually not – I
mainly use
legitimate
providers of
free content
Usually not –
but it doesn’t
feel 100%
comfortable
Music
Entertainment
Educational/inspirational
Other

17. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Music
Entertainment
Education/inspirational
Other
Educational/inspirational Other life-enhancingEntertainmentMusic

18. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Charity Crowd funding Thanks for content

19. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Laptop Desktop
computer
Tablet Smartphone TV
Music
Entertainment
Educational/inspirational
Other
Devices used

20. How comfortable are you
making purchases online?
What is your preferred method
of making online payments?
0%
20%
40%
60%
80%
100%
PayPal Creditcard Direct transfer
How often do you use the
PayPal Donate button?

21. Convenience
“Instant gratification”
“It lets me share in the family”
“I don’t have the attention span”
“It’s there when I want, what I want”
“It’s the most convenient thing ever …”
“It’s got to be easy. If it’s too difficult, forget it”
“We need speedy systems. Anything where there’s too many layers is out”
“Amazon is the best … Amazon is great because you’re not using PayPal”
Connection
“Community”
“Participate”
“Join”
“Contribution”
“Acknowledgement”
Gratitude and appreciation
“I’m so in love with the music I listen to, it’s the most important thing in my life”
“I’d love to go back and be able to thank the original authors. I’ve gained so much”
“I loved the project, whatever he needed I gave him half”
“I just felt so grateful to share how he impacted me”
“You’ve made a big difference to me, and I’m going to work out what feels good to me …
what do I feel like giving and how”
Interview themes

22. 2/3 feel a desire to contribute to the creator when they consume free content online
which they really appreciate
Believe its important that creators are paid for their work
Concern about the fairness of Spotify for smaller artists
Appreciate crowd funding and community-based finance
Like sharing with friends, choice over public/private information
Guerrilla interviews

23. Affinity mapping

32. Creators happily share their
creations with appreciators,
who happily share their
money with creators

33. Customer journeys
Features
MVP
Content
Sketches/prototype

42. Home My Home
Search
Creators Friends Admin
♥ Creators
♥ Content
Search
Most loved
Love bid
Browse
♥ Audio
♥ Video
♥ Etc
Content
Discover
♥ Newsfeed
Search
Discover
♥ List
♥ Newsfeed
Search
Personal details
Contributions
♥ Sources
Regular ♥
♥ History
Security
♥ = contributed/saved
Help
For Creators
About
Contact

47. Search

48. Adele

49. Adele
Adele
Adele 25
Adele 21
Adele 19
Adele Hello
Adele Someone like you

50. 1. Hello ♥
2. Send My Love (To Your New Lover) ♥
3. I Miss You ♥
4. When We Were Young ♥
5. Remedy ♥
6. Water Under the Bridge ♥
7. River Lea ♥
8. Love in the Dark ♥
9. Million Years Ago ♥
10. All I Ask ♥
11. Sweetest Devotion ♥
25 play ♥
About
Albums
Similar

51. 1. Hello ♥
2. Send My Love (To Your New Lover) ♥
3. I Miss You ♥
4. When We Were Young ♥
5. Remedy ♥
6. Water Under the Bridge ♥
7. River Lea ♥
8. Love in the Dark ♥
9. Million Years Ago ♥
10. All I Ask ♥
11. Sweetest Devotion ♥
25 play
$1 0 ♥
Save album 
Add to playlist 
Add to folder 
Follow Adele 
Share on feed 
Show $♥ 
Add message 
About
Albums
Similar
visa 

53. Apply the UXD process
• Content player/organisation
• Creators
Competitor analysis
• Jamendo
• Noisetrade
Marketing strategy
Business plan