ASIA-PACIFIC – APRIL 2011 – Consumers in South East Asia (SEA) lead the world in music interaction and an overwhelming majority are prepared to view advertising in order to stream music for free on their PC or mobile phone, according to a recent survey by leading global information and measurement company, The Nielsen Company.
< height="394" width="484" src="/global//UserFiles/chart1. " alt="" />
< height="392" width="500" src="/global//UserFiles/chart2. " alt="" />
Findings from the study, which examined consumers’ interaction with music, revealed that 64 percent of SEA consumers were prepared to view or listen to advertising in exchange for free music while 37 percent would exchange their personal information for free music (see chart 1). In addition, SEA consumers over indexed in 11 out of the 15 music related activities, in comparison to results from the rest of the world, (see chart 2).
“Consumers’ willingness to watch advertisements and reveal personal information about themselves in exchange for free music provides myriad opportunities for companies to engage with their target audience across multiple platforms, such as PCs, laptops and mobile phones,” states David Webb, Nielsen’s Managing Director, Advertiser Solutions, APMEA Region. “Advertising in this environment provides positive connotation towards the brand along with valuable consumer sentiment.”
The Nielsen study concluded that the most popular form of music consumption was via music videos viewed online and on television, (see chart 2). More than three quarters of SEA consumers (77%) watched music videos on their computer and over two thirds (69%) viewed music videos on their television in the past three months. Free music downloads online and file sharing were also popular forms of music interaction, according to Nielsen, with 39 percent of SEA consumers listening to music via social media sites such as Facebook and MySpace at least once a day, much higher than the global average of 21 percent.
The Nielsen Global Online consumer survey reaches over 27,000 Internet users around the world every three months – representing a global online population of close to one billion consumers. The survey currently spans 53 countries across Asia Pacific, Europe, Middle East, North America and South America to look at how consumers interact with music.
