Marrakesh Records Ltd The Media Village 131-151 Great Titchfield St. London W1W 5BB Telephone +44 (0)203 178 2294 www.marrakeshrecords.com Email [email protected] Media enquiries [email protected] YOUTH AND MUSIC SURVEY 2009 by Human Capital for Marrakesh Records Human Capital Ltd 4th Floor, 53 Parker Street, London WC2B 5PT Telephone +44 (0)20 7681 7788 Fax +44 (0)20 7400 7787 e-mail [email protected]
Youth and Music Survey 2009 (c) Marrakesh Records Ltd
Nov 24, 2014
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Marrakesh Records LtdThe Media Village
131-151 Great Titchfield St.London W1W 5BB
Telephone +44 (0)203 178 2294www.marrakeshrecords.com
Email [email protected] enquiries [email protected]
YOUTH AND MUSIC SURVEY 2009by Human Capital for Marrakesh Records
#1a Music is hugely important to the age group
39%
61%
26%
74%
44%
56%
Music
Sex
Full sample 15-19 year olds 20-24 year olds
Which would you rather live without for a week?
Human Capital Ltd 4th Floor, 53 Parker Street, London WC2B 5PTTelephone +44 (0)20 7681 7788 Fax +44 (0)20 7400 7787e-mail [email protected]
(c) Marrakesh Records Ltd www.marrakeshrecords.com
INTRODUCTION///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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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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(c) Marrakesh Records Ltd www.marrakeshrecords.com
MUsIC Is HUgELy IMpORTANT TO THE AgE gROUp
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Which would you rather live without for a week?
39%
56%
MUSIC
SEX
30%
44%
FULL SAMPLE
16-19 YEAR OLDS
20-24 YEAR OLDS
FULL SAMPLE 61%
16-19 YEAR OLDS 70%
20-24 YEAR OLDS
WHICH WOULD YOU RATHER LIVE WITHOUT FOR A WEEK?
MUsIC CONsUMpTION REMAINs UbIqUITOUs WITHIN THE AgE gROUp
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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
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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
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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
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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///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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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
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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
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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
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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
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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
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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
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What do you think is a fair price for a download of a single track?[Please tick one]
ON AvERAgE 43% OF THE MUsIC OWNED by THE AgE gROUp HAs NOT bEEN pAID FOR
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Roughly, what percentage of the tracks you own did you pay for?[Please tick one]
Including those who would pay nothing
(c) Marrakesh Records Ltd www.marrakeshrecords.com
IF THEy WERE A bIg CELEbRITy…
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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
Marrakesh Records / Clash 1/4 page / 135x95mm / Due: 12.12.08
Marrakesh Records LtdThe Media Village
131-151 Great Titchfield St.London W1W 5BB
Telephone 0203 178 2294www.marrakeshrecords.com
Email [email protected] enquiries [email protected]
ADvERTIsEMENT
questionnaire design by Marrakesh Records and Human Capital, survey and analysis by Human Capital, editorial by Justin stoneman for Marrakesh Records.
Design Studio Barette | www.studiobarette.comOperahouse artwork by Paul Agar
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