An overwhelming majority of consumers in South
East Asia are prepared to view advertising in order to stream
music for free on their PC or mobile phone, according to a recent
survey by Nielsen.
Findings from the study, which examined
consumersí interaction with music, revealed that 64% of SEA
consumers were prepared to view or listen to advertising in
exchange for free music while 37% would exchange their personal
information for free music.
ďConsumersí willingness to watch advertisements
and reveal personal information about themselves in exchange for
free music provides myriad opportunities for companies to engage
with their target audience across multiple platforms, such as PCs,
laptops and mobile phones,Ē said David Webb, Nielsenís Managing
Director, Advertiser Solutions, APMEA Region. ďAdvertising in this
environment provides positive connotation towards the brand along
with valuable consumer sentiment.Ē
The Nielsen study concluded that the most
popular form of music consumption was via music videos viewed
online and on television.
More than three quarters of SEA
consumers (77%) watched music videos on their computer and over
two thirds (69%) viewed music videos on their television in the
past three months.
Free music downloads online and file sharing
were also popular forms of music interaction, according to
Nielsen, with 39% of SEA consumers listening to music via social
media sites such as Facebook and MySpace at least once a day, much
higher than the global average of 21%.
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