Music Matters – Music in China fact sheet
30 May 2007
HONG KONG — Chinese music consumers are leading Asia when it comes to the use of digital music technology according to the Branded, MTV and Synovate Music Matters survey released today at the 2007 Music Matters Asia Pacific Forum in Hong Kong.
In research that explores the music habits and attitudes of young urban Asians, Synovate surveyed 3,857 respondents aged 15 to 34 years in China, Hong Kong, India, Indonesia, Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand.
Synovate Director Media Research Asia Pacific, Craig Harvey, said the Music Matters survey provides music executives and marketers with comprehensive insights into the unique music market in China, as well as Asia as a whole.
"In the past month, 84% of Chinese consumers have played music on a computer, 72% played music on an MP3 player, 39% have downloaded and saved a song to their phone and a whopping 63% have downloaded a song from the internet without paying for it, by far the highest numbers regionally for all these activities," he said.
"Chinese music consumers are also the least likely to use a radio or television to access music in Asia, with only 6% ever listening to music on the radio compared to a regional average of 20%, and only 8% watching music videos on television compared to 19% regionally.
"With 45% of consumers believing all their music will be in a digital format in five years, digital music is fast becoming the norm for the entire Chinese music industry, presenting unique opportunities, as well as piracy challenges, for industry executives looking to target this exciting, dynamic market," Mr Harvey added.
About China music
In the past month, of the young Chinese urban consumers surveyed:
- 84% had played music on a computer – the highest regionally
- 72% had played music on an MP3 player – the highest regionally
- 39% downloaded and saved a song to their phone – the highest regionally
- 37% had purchased music in a physical store
- 14% had paid to download music online – the same as the regional average
- 15% purchased a counterfeit music CD – below the regional average (19%)
- 63% downloaded a song without paying for it– the highest regionally
- 38% used a file-sharing program to share music with others – the highest regionally
- 28% copied music from a CD
- 65% are ready to replace their mobile digital music player with a music-playing mobile phone
- 22% watch music videos on television almost every day, 32% two to three times a week and 13% once every week or so
- 88% nominated Mandarin pop as their preferred type of music to listen to regularly, followed by western pop (66%), local pop (64%) and Cantonese pop (52%)