As Digital Immigrants – those of us who have experienced an analog world, and are constantly adjusting to new technologies as they pop up – the biggest source of our confusion and frustration about the way music is consumed today is likely due to the fact that we don’t understand the mindset of Digital Natives – people who have only ever known ubiquitous connectivity and content.
Hypebot recently shared a new report published by analyst Mark Mulligan of MIDiA Research that sheds some light on the behaviors and attitudes of Digital Natives. « While the slow down in digital revenue growth revolves around spending transition of high spending Digital Immigrants, » says Mulligan, « it is the attitudes and behavior of the Natives that give us the best indication of how the digital music market will evolve. »
Here is what the average Digital Native looks like:
Hypebot elaborates on some of the key behaviors that were detailed in the report:
- Online music video and radio are the two most widespread music activities for Digital Natives, both with 69% penetration.
- With 52% penetration, streaming is the digital music zeitgeist for Digital Natives.
- Digital Natives differ from other consumers most in free music activity.
- P2P adoption is widespread but it is a new wave of piracy technologies, such as free music downloader apps and YouTube rippers that appeal most to Digital Natives.
- Free music downloader apps are most widely adopted by Brazilian Digital Natives – with 48% penetration – whereas YouTube is popular across all markets.
- Music matters to Digital Natives, with 85% stating music is an important part of their life.
- A third of Digital Natives say they do not need to pay for streaming music because they get all they need from YouTube for free.