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市場調査レポート
録音音楽産業の今後
Future of the Recorded Music Industry: Part 1 - Value and Payment
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Abstract
Part 1: Value and Payment
- U.S. Consumer Survey
- Importance of Music
- Piracy Levels
- Expenditure on Music
- Hard-core Non-payers
- Analysis and Implications
The report begins by looking at five different types of musical entertainment,
including a personal music collection, concerts and music services. The five
options are then compared based on the importance of each option to the survey
group and their willingness to pay for it.
Next, the question of piracy is addressed for both the CD and digital music.
This is analysed using the size of each respondent' s personal music collection
and the proportion that has been acquired on a paid-for basis. Piracy levels
are analysed using an absolute and actual approach.
The report then looks at current and anticipated levels of expenditure on CDs
and digital music. Throughout the report, the difference between music
enthusiasts and non-enthusiasts is highlighted.
The report then provides an in-depth analysis of the results and what they
mean for the music industry.
Table of Contents
CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
METHODOLOGY
- AGE
- GENDER
- EDUCATIONAL STATUS
- EMPLOYMENT STATUS
- MARITAL STATUS
SURVEY RESULTS
- IMPORTANCE OF MUSIC
- COMPARISON OF FIVE TYPES OF MUSIC ENTERTAINMENT
- Relative Importance
- Willingness to Pay
- PIRACY
- Paid-for vs. Pirated Music-CD and Digital
- Music Enthusiasts vs. Non-enthusiasts
- Absolute Level of Piracy
- Actual Level of Piracy
- Demographics
- MONEY SPENT ON RECORDED MUSIC
- Current Expenditure
- Stated Future Intention
- Hard-core Non-payers
ANALYSIS
- BEHAVIOURAL CONDITIONING: NEW BELIEF SYSTEM
- CHANNEL ISSUE: INTERNET MEANS FREE
- SHIFTING VALUE PROPOSITION
- New Value Proposition
- Change in Who Contributes the Most Value
- Analogy 1: Mobile Phones
- Analogy 2: Second-hand CD Market
TOPLINE RESULTS
SURVEY QUESTIONNAIRE
LIST OF FIGURES
- Figure 1: Age Distribution of Survey Respondents (U.S. Online Users)
- Figure 2: Gender Distribution of Survey Respondents (U.S. Online Users)
- Figure 3: Educational Status of Survey Respondents (U.S. Online Users)
- Figure 4: Employment Status of Survey Respondents (U.S. Online Users)
- Figure 5: Marital Status of Survey Respondents (U.S. Online Users)
- Figure 6: Segmentation of Respondents: Music Enthusiasts and
Non-enthusiasts (U.S. Online Users aged 15 to 25 years)
- Figure 7: U.S. Consumer Attitudes towards Four Types of Musical
Entertainment (15 to 25-year old online users)
- Figure 8: Comparison of Different Types of Music: Consumer Payment Ethos
- Figure 9: Relative Proportions of Paid-for vs. Pirated Music: 15 to
25-year old Online Users in the U.S.
- Figure 10: Relative Proportions of Paid-for vs. Pirated Music (15 to
25-year old Online Users in the U.S.) - Music Enthusiasts vs. Non-enthusiasts
- Figure 11: Percentages of Paid-for Music by 10% Bin (CD and Digital): 15
to 25-year old U.S. Online Users
- Figure 12: Percentage of Music Collection that is Paid-for (CDs and
Digital) - Variation with Age
- Figure 13: Who Delivers the Most Value to the Music Consumer?
- Figure 14: Mobile Communications Business: Who Delivers the Most Value to
the Consumer?
- Figure 15: Music Consumption Experience: Comparison in Value Added by
(Most) Record Labels and Technology Companies
LIST OF TABLES
- Table 1: Five Different ways in Which Consumers can Spend Time and Money
on Musical Entertainment
- Table 2: The Two Most Important Forms of Music: Summary
- Table 3: U.S. Consumer Attitudes towards Four Types of Musical
Entertainment (Music Enthusiasts and Non-enthusiasts)
- Table 4: Consumer attitudes towards importance and willingness to pay:
personal music collection, gigs & concerts and live music (15 to 25-year old
Online Users in the U.S.)
- Table 5: Consumer attitudes towards importance and willingness to pay:
mobile phone ringtones and music services (15 to 25-year old Online Users in
the U.S.)
- Table 6: Calculation of Absolute Level of Piracy: Songs Added per Year per
Respondent & Equivalent Retail Value
- Table 7: Average Monthly Expenditure on Music: CDs and Digital (15 to
25-year old online users in the U.S.)
- Table 8: Average Monthly Expenditure on Music - Stated Future Intention
- Table 9: Comparison Between CD and Digital Music: Product Delivery Vehicle
and Value Extraction (Record Labels and Technology Industry)
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