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WHAT MATTERS anyWAY? THIRD ANNUAL MUSIC MATTERS SURVEY 08 2006 2007 2008 HONG KONG SINGAPORE TAIWAN KOREA CHINA HONG KONG SINGAPORE TAIWAN KOREA CHINA PHILIPPINES INDONESIA MALAYSIA THAILAND INDIA HONG KONG SINGAPORE TAIWAN KOREA CHINA PHILIPPINES INDONESIA MALAYSIA THAILAND INDIA AUSTRALIA VIETNAM 2006 2007 2008 15 to 34 URBAN MIDDLE CLASS N=1500 15 to 34 URBAN MIDDLE CLASS N=3857 15 to 34 URBAN MIDDLE CLASS N=5741 SYNOVATE MARCH 2006 SYNOVATE MARCH 2007 TNS MARCH 2008 MM 2008 CONTENT EXPLOSION RISING MUSIC PASSION LOCAL PREVAILS DIGITAL CONTENT MOBILE TAKES OFF CONCERTS EMERGE WHAT MATTERS ? 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) LO V MU ING SIC MUSIC PASSION IS AT AN ALL TIME HIGH ... 93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 85% OF ASIAN YOUTH “LIKE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 54% OF ASIAN YOUTH “LOVE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 1% OF ASIAN YOUTH “HATE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (TNS). 12 Countries I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 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 WHAT KIND OF MUSIC DO YOU LISTEN TO ? I LIKE WESTERN MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries I LIKE LOCAL MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries I LIKE ... (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 80% LOCAL 20% IMPORT 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 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 MU S EX IC PL OS IO N 66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries BUT ARE THEY PAYING? LEGAL VERSUS ILLEGAL (% PAST MONTH) 15-24 25-34 SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries MUSIC PURCHASING (% DONE PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries BOUGHT A CD IN A STORE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries PAID TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries DIDN’T PAY TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries MU L PL TI AT FO RM TELEVISION REMAINS A KEY MEDIUM FOR VIDEOS HOW I CONSUME MUSIC VIDEOS... 2007 % SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries HOW I CONSUME MUSIC VIDEOS... 2008 % SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries THE NET HAS CHANGED VIDEO VIEWING SIGNIFICANTLY ... MUSIC SITES I VISIT (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries THE MOBILE IS TAKING OFF FASTER ... DOWNLOADED MUSIC TO PHONE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries PHONE IS MY MAIN MUSIC PLAYER (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries REPLACE MP3 WITH MUSIC PHONE (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries 50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY 2008 ... 74% WANT TO REPLACE THEIR MP3 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 HOW ABOUT LIVE MUSIC? I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008 LET’S RELOOK IN 2009 ... 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 BACK TO MUSIC www.slideshare.net/ ianstewartmtv THANK YOU
