Thursday , May 19 2022

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.

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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: [email protected],, Pinterest America's Most Haunted. Olsen is also guitarist/singer for popular and wildly eclectic Cleveland cover band The Props.

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