#1a Music is hugely important to the age group

YOUTH AND Which

MUSIC SURVEY
would you 2009
rather live without for a week?
by Human Capital for Marrakesh Records
Full sample 15-19 year olds 20-24 year olds

39%
Music 26%
44%

61%
Sex 74%
56%

Marrakesh Records Ltd

The Media Village
131-151 Great Titchfield St.
Human Capital Ltd London W1W 5BB
4th Floor, 53 Parker Street, London WC2B 5PT Telephone +44 (0)203 178 2294
Telephone +44 (0)20 7681 7788 www.marrakeshrecords.com
Fax +44 (0)20 7400 7787 Email info@marrakeshrecords.com
e-mail enquiries@humancapital.co.uk Media enquiries media@marrakeshrecords.com
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

INTRODUCTION
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

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%.
//////////////////////////////////////////////////////////////////////////////////////////////////////////

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Music is hugely important

to the age group
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Which would you rather live without for a week?

WHICH WOULD YOU RATHER LIVE WITHOUT FOR A WEEK?

FULL SAMPLE 39%

16-19 YEAR OLDS 30%

MUSIC

20-24 YEAR OLDS 44%

FULL SAMPLE 61%

16-19 YEAR OLDS 70%

SEX

20-24 YEAR OLDS 56%

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Music consumption remains ubiquitous

within the age group
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Which of the following have you done in the last 3 months?

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

MP3 players are the most

widely used device
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Which of these devices have you used to listen to music in the last week?
[Please tick as many as you want]

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Radio is the most important medium for finding

out about new bands/artists
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Where would you say that you usually find out about new bands/artists that you like?
[Please tick up to three]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

YouTube is the website used most

by this age group
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Which website would you usually visit first to check out a new band/artist?
[Please tick one]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

66% of those who expressed a view feel it is morally

acceptable to download music for free from the internet
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Do you feel it is morally acceptable to download music for free from the internet?
[Please tick one]

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

63% of this age group have

downloaded music illegally
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Have you ever downloaded music illegally from the internet?

[Please tick one]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

70% of those who expressed a view do not feel guilty

about downloading music for free from the internet
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Do you feel guilty if you download music for free from the internet?
[Please tick one]

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

61% of the age group do not feel they should have to pay
for the music they want to listen to on the internet
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Do you feel you should have to pay for the music you want to listen to?
[Please tick one]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

The average price

for a CD album
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

What do you think is a fair price for a CD of a band/artist you like?

[Please tick one]

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

The average price

for a downloadable album
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

What do you think is a fair price for a downloadable album

by a band/artist you like?
[Please one]

Including those who would pay nothing

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

The average price for

a download single
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

What do you think is a fair price for a download of a single track?

[Please tick one]

Including those who would pay nothing

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

On average 43% of the music owned by

the age group has not been paid for
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Roughly, what percentage of the tracks you own did you pay for?
[Please tick one]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

If they were
a big celebrity…
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

If you were a big music celebrity, which of the following

would you most want to have?
[Please tick only one]

(c) Marrakesh Records Ltd www.marrakeshrecords.com

 Advertisement

Marrakesh Records / Clash 1/4 page / 135x95mm / Due: 12.12.08

Questionnaire design by Marrakesh Records Marrakesh Records Ltd

and Human Capital, survey and analysis by The Media Village
Human Capital, editorial by Justin Stoneman 131-151 Great Titchfield St.
for Marrakesh Records. London W1W 5BB
Telephone 0203 178 2294
www.marrakeshrecords.com
Design Studio Barette | www.studiobarette.com Email info@marrakeshrecords.com
Operahouse artwork by Paul Agar Media enquiries media@marrakeshrecords.com

(c) Marrakesh Records Ltd www.marrakeshrecords.com