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Downloading: a Marketing Tool

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.

About Eric Olsen

Career media professional and serial entrepreneur Eric Olsen flung himself into the paranormal world in 2012, creating the America's Most Haunted brand and co-authoring the award-winning America's Most Haunted book, published by Berkley/Penguin in Sept, 2014. Olsen is co-host of the nationally syndicated broadcast and Internet radio talk show After Hours AM; his entertaining and informative America's Most Haunted website and social media outlets are must-reads: Twitter@amhaunted, Facebook.com/amhaunted, Pinterest America's Most Haunted. Olsen is also guitarist/singer for popular and wildly eclectic Cleveland cover band The Props.

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