A new survey by Music Matters and Ipsos finds musically active people in several developing Asian markets are using the Internet to access audio and video with greater frequency than people in more developed markets. What those consumers are currently spending on music is another matter, however.
The survey found connected people in Indonesia and India were the most likely to have watched online video and listened to music online in the last 30 days. While the global average for these activities is 52%, Indonesians and Indians came in at 69% and 59%, respectively. Consumers in Hong Kong (56%), Singapore (54%) and China (52%) met or exceeded the global average. Consumers in three of the more developed Asia-Pacific markets in the study fell below average: Australia (48%), South Korea (42%) and Japan (28%).
The online survey, conducted by Ipsos in April of this year, reached 19,714 people aged 16 to 64 in 26 markets around the world.
The Music Matters/Ipsos report highlights developing markets that have musically active people – see the streaming audio and video figures above – but have yet to translate into revenue. India is the 16th largest music market in the world, according to the IFPI, only because it has 1.2 billion citizens who spend, on average, very little on recorded music. Indonesia, with a population of 245 million, had a recorded music market worth just $502 million in 2011. China’s 1.33 billion citizens had a trade value of just $68.2 million last year. New mobile products and services and growing middle classes will undoubtedly lead to more consumer spending, but for the time being these are works in progress for record labels and distributors.
The Ipsos survey found that consumers around the world are still buying physical products: 17% purchased a CD in a physical store in the prior 30 days while 12% did so via the Internet. And they are fairly active out of the home: 36% went to a concert and 31% went to a music festival in the prior 12 months.
People around the world discover music in familiar ways. Ipsos found the most common ways to discover new music is radio (35%) and TV programs (33%), followed by social networking sites (32%) and word of mouth (31%). These are also the most common ways to discover new music in the U.S., according to an August 2011 survey by NPD Group and NARM. However, radio is used for music discovery by 60% of U.S. consumers and TV programs are a source of discovery for 49% of them.