SEA Consumers Willing to View Ads in Exchange for Free Music

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 consumers’ 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.

“Consumers’ 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,” said David Webb, Nielsen’s Managing Director, Advertiser Solutions, APMEA Region. “Advertising in this environment provides positive connotation towards the brand along with valuable consumer sentiment.”

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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