Consumers are willing to buy digital music in out-of-home locations and pay a premium for it.
In January 2007 Adwalker conducted research across the USA, UK and Ireland in various locations including Airports and Shopping Malls.
The purpose of the research was to ascertain the consumer appetite for music/film downloads in an out of home environment.
Results showed the following:
Some 71 per cent of respondents would pay for music downloads at Airports or Shopping Malls, using the Adwalker Music Download service.
An impressive 76 would pay for music downloads at Music Concerts, using the Adwalker Music Download service;
The young had a higher propensity to pay for their music than the older users of mp3 players, with 84 per cent of all under 16 year olds wiling to pay for their music in these locations;
Consumers are willing to pay a greater price for their music from sales at unique locations. Some 32 per cent said they would pay £15 for a digital music download in Shopping Malls, Airports or other out-of-home locations; and
Finally, 70 said they would use the service to download films as well as music.
Simon Crisp CEO said, “This research lends some fascinating insight into the world of music download.
"Steve Jobs, Co-founder and CEO of Apple, recently commented that Apple would support the abolishment of DRM and “that any player can play music purchased from any store”."
He added, “Our research backs up the opinion that consumers will pay for music if you present digital content in the right locations using the most compelling distribution methods.”
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