Downloading: a Marketing Tool

Written by Eric Olsen
Published July 09, 2003

The survey wars continue: this UK survey says people are using P2P for sampling purposes, actually INCREASING not replacing CD purchases:

    The survey's findings oppose the music industry's long-standing argument that internet downloading is responsible for a slump in CD sales, with album sales falling 5% in the last year.

    Market research company Music Programming Ltd (MPL) said 87% of its respondents who downloaded music admitted they bought albums after hearing tracks through the internet.

    An MPL spokesperson said: "Downloading is actually a 'try before you buy' tool for a significant amount of people.

    "It allows people to sample new music and decide whether or not to buy it - it is not necessarily a replacement for purchase."

    ....The survey also said 41% of its respondents declared themselves "heavy downloaders" - accessing more than 100 tracks - but that 34% of them still felt they bought more albums than they did a year ago.

    Asked why they download music, the respondents were most likely to say it was "to check out music I've heard about but not listened to yet" (75%) and "to help me decide whether to buy the CD" (66%).

    MPL said its survey suggested people used the internet as a way of finding out about new music, and that the industry should use it as a way of promoting new artists. [BBC]

Maybe the RIAA should be paying the P2P services rather than suing them.

Career media professional Eric Olsen is honored to be the founder and publisher of Blogcritics.org, which, quite frankly, rules - as do his wife and four children.
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Downloading: a Marketing Tool
Published: July 09, 2003
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Section: Sci/Tech
Filed Under: Sci/Tech: Internet, Music: News
Writer: Eric Olsen
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