| MUMBAI:
Indians are the most passionate, television-driven music consumers in Asia according
to the Branded, MTV and Synovate Music Matters survey released at the 2007 Music
Matters Asia Pacific Forum in Hong Kong.
In research that explores the music habits and attitudes of young urban Asians,
Synovate surveyed 3,857 respondents aged 15 to 34 years in China, Hong Kong, India,
Indonesia, Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand.
Synovate
director Media Research Asia Pacific, Craig Harvey said that the Music Matters
survey provides music executives and marketers with insights into the unique music
market in India, as well as Asia as a whole. “India
is a dynamic, exciting market, distinct from the rest of Asia in terms of consumers’
love for music with 71 per cent of Indians rating themselves as fairly to very
passionate about music, the highest rate regionally and far higher than countries
like China (42 per cent), Korea (45 per cent) and Singapore (38 per cent). “Indian
consumers are also the most passionate about music on television, with 67 per
cent of respondents watching music videos on television almost every day and a
further 22 per cent watching them two to three times a week, rates far surpassing
that in other nations. "Although
the relatively low internet penetration rate in India means consumers there use
digital music far less than in other parts of Asia, marketers should take note
of the fast-growing segment embracing music on mobile phones, with one third of
respondents having downloaded and saved a song to their mobile phone in the past
month, and 56 per cent ready to replace their digital music devices with music-playing
mobile phones”. Of
the young Indian urban consumers surveyed: •
67 per cent watch music videos on television almost every day and 22 per cent
watch them two to three times a week, the highest rates in Asia. Regionally, 33
per cent of consumers watch music videos almost every day and 25 per cent watch
them two to three times a week •
Television was named by 44 per cent of consumers as the device used most often
to listen to music. Regionally, radio was chosen by 20 per cent as the device
most often used to listen to music, with 19 per cent choosing television
•
85 per cent nominated local pop as their preferred type of music to listen to
regularly, followed by classical music (42 per cent) and western music (40 per
cent) •
56 per cent are ready to replace their digital music player with a music-playing
mobile phone In addition, in the past month. •
40 per cent played music on a computer
• 49 per cent played music on an MP3 player •
33 per cent downloaded and saved a song to their phone •
36 per cent purchased music in a physical store •
13 per cent purchased a counterfeit music CD – below the regional average
of 19 per cent. | 
