Wiggin is an entertainment law firm and wanted to study what changes are ahppening in their market.They surveyed 1,600 UK consumers in January 2008 using media research company Entertainment Media Research. The survey questioned their attitdues and preferences and planned changes.
Some of the key findings of the survey were:
- 70% of illegal filesharers say they would stop if they receive a warning note from their ISP. - 27% of respondents say that social networks could become the main way they access music and video content. - Given the choice of accessing content on demand on a paid for basis or free with advertisements, 70% of respondents preferred the free route despite the ads. - There is a real appetite for on demand access to latest films (48%), comedy programmes (35%), live gigs (30%) and sporting events (28%) (figures are those definitely interested). - However, these figures do not necessarily translate into willingness to pay. For example, while over half would consider paying for films, less than a quarter would consider paying for comedy programmes. (from the press release)
This report is freely available on the Web and might be useful to first year Business students studying the changing music industry.
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