Description

Our groundbreaking report, based on a new survey of over 1,000 respondents between the ages of 15 and 24, provides a fascinating insight into the attitudes of this important yet poorly understood group of music consumers.

The results speak volumes. Music retains a vital role in the lifestyle of youth. We reveal it is fundamental to their existence. Curiously, we find that the majority would even sacrifice sex for music. And yet music is increasingly becoming a commodity for which young people do not expect to pay. For this generation, free music is prevalent, easily reached and largely guilt-free. As a result, the economic value of recorded music is being eroded and the struggle against downloads lost.

We apologise in advance. These results may stir unease. Anyone within the music industry has good reason to be concerned with our findings.

* Music is hugely important to the age group. 60% of 16-24 year olds would rather go without sex than music for a week. This increases to 70% for 16-19 year olds.
* Music consumption remains ubiquitous within the age group. 75% have watched a music video online in the last 3 months, 70% bought a CD, 62% listened to music on their mobile phone, 52% bought a music download and 45% played a music game on a games console.
* MP3 players are the most widely used device for listening to music (81% of the age group have used one in the past week), followed by the computer (80%), radio (71%), TV (68%), CD player (59%) and mobile phone (54%).
* Radio is the most important medium for finding out about new bands/artists (67%). This is followed by friends’ recommendations (63%), and MTV and other music channels (49%).
* General interest, music magazines/newspapers and blogs achieve very low scores at 21%, 17% and 14% respectively.
* You Tube has soared into pole position as the default website that this age group turn to for checking out new artists (38%). Myspace (and a band’s own website) come a distant joint second, each scoring 15%.
* 70% of those who expressed a view do not feel guilty about downloading music for free from the internet.
* 61% of the age group do not feel they should have to pay for the music they listen to. This is more marked amongst 15-19 year olds, of whom 69% do not feel they should have to pay.
* The average price that respondents think is fair to pay for a CD album is just £6.58. For a download album the average drops to £3.91 and for a download single the average is 39p.
* On average 43% of the music owned and enjoyed by the age group has not been paid for. This increases to 49% for 15-19 year olds.
* If they were a big celebrity 42% of the age group would value respect for their music and creative freedom above all other factors. Money scores second at 20% and performing in front of massive audiences third at 14%.

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