UK Music: Music consumption in 14-24 year olds is complex latest survey reveals

UK Music research highlights the complexity of consuming, copying and sharing of music between 14-24 year-olds

UK Music is pleased to present the results of its annual academic survey investigating the music consumption behaviour and experience of young people aged 14-24.

Carried out in spring 2009 by the University Of Hertfordshire, the online survey was completed by more than 1,800 young people throughout the UK.

Key findings:

•    Music remains the most valued form of entertainment

•    87% said that copying between devices is important to them

•    86% of respondents have copied a CD for a friend; 75% have sent music by email, Bluetooth, Skype or MSN; 57% have copied a friend’s entire music collection; 39% have downloaded music from an online storage site; and 38% have ripped a TV, radio or internet stream.

•    The computer is the main entertainment hub – 68% of respondents use it every day to listen to music

•    Ownership of music is hugely important – both online and offline

•    Popularity of P2P remains unchanged since 2008 – 61% said they download music using P2P networks or torrent trackers. Of this group, 83% are doing so on a weekly or daily basis

•    There is real interest for new licensed services. 85% of P2P downloaders said they would be interested in paying for an unlimited all-you-can-eat MP3 download service

•    Young people have an inherent sense of what copyright is, but choose to ignore it – the vast majority of respondents knew that sharing copyrighted content is not legal, yet continue to do so

Commented UK Music CEO, Feargal Sharkey:

“This is the second year we have run this survey with the University Of Hertfordshire’s Music and Entertainment Industry Management Research Group. As with last year’s results, this snapshot of how importantly young people rate music, how they are accessing it, consuming it, sharing it and copying it, makes for fascinating reading.

“Ironically, for me, perhaps the biggest change is context. Over the past twelve months, the licensed digital music market has diversified enormously – epitomised by competition in the download market and the traction being gained by streaming services. Meanwhile, the prospect of commercial partnerships with ISPs lies tantalisingly on the horizon. And, of course, the UK’s artists and creative community continue to break new ground: innovating, experimenting and engaging with fans in all manner of new exciting and ways.

“Clearly, the shape of our entire business will continue to evolve. However, we will achieve nothing if we do not work with music fans, and young music fans in particular. They are hugely demanding in their needs, but collectively we must rise to that challenge.

“We ignore engagement at our peril. That message is loud and clear.”

David Bahanovich, Head of Music and Entertainment Industry Management Programme, University of Hertfordshire, added:

“The Music and Entertainment Industry Management Research Group at the University of Hertfordshire is committed to helping the industry find solutions through groundbreaking academic research and to shed light on many of the key issues confronting it during this unprecedented time of change.

“This year’s findings reveal many opportunities along with some caveats for the entire music industry as it continues to weather the seismic shifts to how this key demographic consume and share the music that they love.”

The University Of Hertfordshire’s quantitative research is accompanied by qualitative focus group research undertaken by The Leading Question and Music Ally.

Posted by Ted • Monday, August 10, 2009 .