Will watch ads for free tunes
Regional - Nielsen's recent Global Consumer Confidence study has shown that Southeast Asian consumers are comfortable viewing ads (64%) and disclosing their personal information (37%) in exchange for free music.
Chart 1: Consumer attitudes to accessing music
Q: When streaming music on your computer or mobile phone, would you be more likely to:
The region leads in music interaction with users prepared to stream music without a fee via their personal computers or mobile phones. Also, this group of consumers over-indexed in 11 out of 15 music-related activities, when compared with the global market.
According to the report, the most common form of music consumption was via music videos viewed online and via television. 77% of respondents watched music videos on their computer while more than two thirds (69%) did so via television over the past three months.
Chart 2: Most popular form of music consumption
Q: Which of the following have you done in the past three months?
The research company's findings revealed file sharing and free music downloads were also popular forms of music interaction with 39% of Southeast Asia consumers tuning in via social media platforms like Facebook and MySpace at minimum once a day, against the global average of 21%.
"Consumers' willingness to watch advertisements and reveal personal information about themselves in exchange for free music provides myriad opportunities for companies to engage with their target audience across multiple platforms, such as PCs, laptops and mobile phones," said David Webb, Nielsen's MD, advertiser solutions, APMEA region.
"Advertising in this environment provides positive connotation towards the brand along with valuable consumer sentiment."
The statistical data above is based on the measurement period of 2010's Q3.
Conducted once every three months, the survey covers 27,000 internet users in 53 countries across Asia Pacific, Europe, the Middle East, North America and South America.
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