Music Matters?

How we did it*

15-24 years old internet users

Online survey

Quarter 4, 2008

N=8,841

*Source: Synovate Young Asians 2008

Where we did it*

China

Hong Kong

India

Indonesia

Japan

Malaysia

Philippines

Singapore

South Korea

Taiwan

Thailand

Vietnam

*Source: Synovate Young Asians 2008

What matters?

Going online and listening to music

Listening to Radio -23%

Reading Magazine -23%

Watching TV -18%

Reading Newspaper -16%

Compared to 12 months ago, net change in proportion spending time on....Base: Aged 15-24

Going online +39%

Listening to music +25%

32

18

15-19 20-24

%

Base: Aged 15-24

Spent more time listening to musicCompared to 12 months ago, net increase in proportion spending time listening to music

40 3934 33 31

29

24 2319 18

16 16

INDO PHIL MAL VIET KOR SNG THAI INDIA JPN CHINA HKG TWN

%

Base: Aged 15-24

Especially in Indonesia and the PhilippinesCompared to 12 months ago, net increase in proportion spending time listening to music

Asian youth are passionate about music...

Top 2/5 boxesBase: Aged 15-24

68% of Asian youth say

music is a very important part of their lives

Bottom 2/5 boxesBase: Aged 15-24

Only10% of Asian youth

don’t agree music is a very important part of their lives

Indians and Filipinos love music most

83 80 7769 67 67 65 64 63

59 5854

INDIA PHIL VIET CHINA SNG THAI INDO TWN KOR MAL HKG JPN

%

Base: Aged 15-24

Top 2/5 boxes: “Music is a very important part of my life”

Who are their favourites?

Asia’s music talent rules!

PotatoDa EndophineBody SlamThailand

Jacky CheungAndy LauJay ChouChina

Wonder GirlsRainBig BangKorea

Yui AragakiAyumi HamasakiArashiJapan

Peter PanUnguAgnes MonicaIndonesia

Lata MangeshkarSonu NigamA.R. RahmanIndia

Joey YungJay ChouEason ChanHong Kong

My TamDan TruongDam Vinh HungVietnam

Wang Lee-HomJay ChouMay DayTaiwan

RihannaS.H.E.Jay ChouSingapore

Parokya ni EdgarAvril LavigneSarah GeronimoPhilippines

Wang Lee-HomLinkin ParkJay ChouMalaysia

THIRDSECONDFIRST

Base: Aged 15-24

Favourite singer

How do they listen to music?

Computer is the most popular device

32

27

23

6

5

4

Computer

MP3 player

Mobile phone

TV / music channel

Radio

CD

%

Base: Aged 15-24

Device used most often

Top choice in each market

Base: Aged 15-24

Computer MAL

47%VIET

52%TWN

50%PHIL

34%HKG

34%

Mobile Phone INDIA

41%THAI

39%SNG

33%INDO

25%

MP3 Player KOR

48%JPN

44%CHINA

36%

Device used most often

Will use MP3 player more in future

33

29

25

4

3

3

MP3 player

Computer

Mobile phone

TV / music channel

CD

Radio

%

Base: Aged 15-24

Device will use more in future

Top choice in each market

Base: Aged 15-24

SNG

43%

MP3 Player KOR

57%JPN

50%CHINA

35%PHIL

34%

Mobile Phone INDIA

39%THAI

34%HKG

34%INDO

34%

Computer VIET

45%TWN

40%MAL

32%

Device will use more in future

Music videos

Internet has changed video viewing

43

39

8

5

Computer

TV

Mobile phone

Other Handheld

Devices

%

Base: Aged 15-24

Devices usually used to watch music videos

The mobile is taking off...

Base: Aged 15-24

88% have their own

mobile phones

In past monthBase: Mobile phone owners aged 15-24

57% listened to music

via mobile phone

Source of music on mobile phone

%

Base: Aged 15-24 and used mobile phone to listen to music in past month

46%Download online from computer and

transfer files to phone

24%Bluetooth / MMS from other mobile

phones

21%Download online to mobile phone

directly

5% Copy from CD/tape

Are they paying?

In past monthBase: Aged 15-24

11% paid to download

music online

Paid to download music

20 19

1211

10 9

5 5 5 5 5

2

KOR INDIA CHINA VIET THAI TWN MAL JPN SNG INDO HKG PHIL

%

Base: Aged 15-24

% past month

In past monthBase: Aged 15-24

41% downloaded free

music online

Unpaid download

5550 49 47 45 43

40 3933

2621

17

CHINA MAL VIET HKG TWN THAI INDO KOR PHIL SNG INDIA JPN

%

Base: Aged 15-24

% past month

Music does matter!

Thank You!