music matters to mtv 2008
DESCRIPTION
MTV's third survey into music passion in Asia, in partnership with the Music Matters conference in Hong KongTRANSCRIPT
WHAT MATTERS anyWAY?
THIRD ANNUAL MUSIC MATTERS
SURVEY 08
2006 2007 2008HONG KONGSINGAPORE
TAIWAN KOREACHINA
HONG KONGSINGAPORE
TAIWAN KOREACHINA
PHILIPPINESINDONESIA MALAYSIA THAILAND
INDIA
HONG KONGSINGAPORE
TAIWAN KOREACHINA
PHILIPPINESINDONESIA
MALAYSIA THAILAND
INDIA AUSTRALIA
VIETNAM
2006 2007 200815 to 34URBAN
MIDDLE CLASSN=1500
SYNOVATEMARCH 2006
15 to 34URBAN
MIDDLE CLASSN=3857
SYNOVATEMARCH 2007
15 to 34URBAN
MIDDLE CLASSN=5741
TNSMARCH 2008
CONTENT EXPLOSIONRISING MUSIC PASSIONLOCAL PREVAILSDIGITAL CONTENT MOBILE TAKES OFFCONCERTS EMERGE
MM2 0 0 8
WHAT MATTERS ?
WHAT’S HOT
SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)
WHAT’S NOT
SPENDING TIME ONLINE +56%
LISTENING TO MUSIC +53%
USING MY MOBILE +49%
SENDING EMAILS +41%
SPENDING $$$ ON MUSIC -36%
PLAYING CONSOLE GAMES -50%
WATCHING TELEVISION -46%
SOCIAL NETWORKS +37%
LOVIN
G MUS
IC
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
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 LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
“WOULD LISTEN TO MUSIC EVERY MINUTE OF THE DAY IF I COULD”
I LOVE MUSIC(% LOVE MUSIC, TOP 1/10 BOX)
WHAT KIND OF MUSIC DO YOU LISTEN TO ?
I LIKE WESTERN MUSIC(% LIKE GENRE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
I LIKE LOCAL MUSIC(% LIKE GENRE)
I LIKE ... (% LIKE GENRE)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
80% LOCAL20% IMPORT
Source: MTV Young Asians. Synovate 2007. 15-24
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
FAVORITE SINGERS
Source: MTV Young Asians. Synovate 2007. 15-24
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
FAVORITE SINGERS
MUSIC
EX
PLOS
ION
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?
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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)
MULT
I PL
ATFO
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 ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
MUSIC SITES I VISIT(% PAST MONTH)
THE MOBILE IS TAKING OFF FASTER ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
DOWNLOADED MUSIC TO PHONE(% PAST MONTH)
THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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)
2008 ...50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY
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
SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008
I LIKE LIVE MUSIC(% WENT TO CONCERT RECENTLY)
LET’S RELOOK IN 2009 ...
URBAN ASIANS. 12 MARKETS. 15-34HEADLINES
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
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