Reports Music

The Digitally Native Music Consumer A Digital Native Music Behaviour Deep Dive

Report by Mark Mulligan
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The 20,000 Foot View

Natives and Immigrants demarcate the digital world.  While Digital Immigrants bear the baggage of their analogue era past, Digital Natives have only ever know ubiquitous connectivity and content availability. Consequently the digital music behaviour of Digital Natives evolves at a dramatic pace and markedly over indexes against the Digital Immigrants.  While the slow down in digital revenue growth revolves around spending transition of high spending Digital Immigrants, it is the attitudes and behaviour of the Natives that give us the best indication of how the digital music market will evolve.

Key Findings

  • Online music            and radio are the two            widespread music activities for Digital            both with            penetration
  • With            penetration,            is the digital music zeitgeist            Digital Natives
  • Digital Natives            from other consumers most in            music activity
  •            adoption is widespread but it is a new wave of piracy technologies, such as free music downloader apps and YouTube rippers that appeal most to Digital Natives.
  • Free music            apps are most widely adopted            Brazilian Digital Natives – with            -  whereas YouTube is popular            all markets
  • Music matters            Digital Natives, with            stating music            an important part of their           
  • A fifth            Digital Natives have tried streaming            trials but convincing them pay            another matter entirely, with a            saying they get all they            from YouTube for free