Music Matters to MTV 2008

WHAT MATTERS anyWAY?

THIRD ANNUAL MUSIC MATTERS

SURVEY 08

2006 2007 2008HONG KONGSINGAPORE

TAIWAN KOREACHINA

HONG KONGSINGAPORE

TAIWAN KOREACHINA

PHILIPPINESINDONESIA MALAYSIA THAILAND

INDIA

HONG KONGSINGAPORE

TAIWAN KOREACHINA

PHILIPPINESINDONESIA

MALAYSIA THAILAND

INDIA AUSTRALIA

VIETNAM

2006 2007 200815 to 34URBAN

MIDDLE CLASSN=1500

SYNOVATEMARCH 2006

15 to 34URBAN

MIDDLE CLASSN=3857

SYNOVATEMARCH 2007

15 to 34URBAN

MIDDLE CLASSN=5741

TNSMARCH 2008

CONTENT EXPLOSIONRISING MUSIC PASSIONLOCAL PREVAILSDIGITAL CONTENT MOBILE TAKES OFFCONCERTS EMERGE

MM2 0 0 8

WHAT MATTERS ?

WHAT’S HOT

SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)

WHAT’S NOT

SPENDING TIME ONLINE +56%

LISTENING TO MUSIC +53%

USING MY MOBILE +49%

SENDING EMAILS +41%

SPENDING $$$ ON MUSIC -36%

PLAYING CONSOLE GAMES -50%

WATCHING TELEVISION -46%

SOCIAL NETWORKS +37%

LOVIN

G MUS

IC

MUSIC PASSION IS AT AN ALL TIME HIGH ...

93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

85% OF ASIAN YOUTH “LIKE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

54% OF ASIAN YOUTH “LOVE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

1% OF ASIAN YOUTH “HATE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

SOURCE: MTV Music Matters Research (TNS). 12 Countries

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

“WOULD LISTEN TO MUSIC EVERY MINUTE OF THE DAY IF I COULD”

I LOVE MUSIC(% LOVE MUSIC, TOP 1/10 BOX)

WHAT KIND OF MUSIC DO YOU LISTEN TO ?

I LIKE WESTERN MUSIC(% LIKE GENRE)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE LOCAL MUSIC(% LIKE GENRE)

I LIKE ... (% LIKE GENRE)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

80% LOCAL20% IMPORT

Source: MTV Young Asians. Synovate 2007. 15-24

ONE TWO THREE FOUR FIVE

INDIA Himesh Reshamiya Lata Mangeshkar Abhijit Sawant Kishore Kumar Sonu Nigam

INDONESIA Ungu Agnes Monica Peter Pan Iwan Fals Glenn Fredly

PHILIPPINES Parokya ni Edgar Sarah Geronimo MYMP Bamboo Christian Bautista

MALAYSIA S.H.E. Jacky Cheung Mawi Robbie Williams Simple Plan

SINGAPORE Jay Chou Linkin Park Stefanie Sun Taufik Batisah Gwen Stefani

THAILAND Body Slam Da Endorphine Potato Clash Loso

CHINA Jay Chou Andy Lau Faye Wong Jacky Cheung Wang Lee-Hom

HONG KONG Eason Chan Jay Chou Miriam Yeung Fahrenheit Joey Yung

TAIWAN Jolin Tsai Jay Chou Wang Lee-Hom S.H.E. May Day

KOREA MC the Max Beyonce Dong Bang Shin Ki Sooyoung Lee SG Wannabe

FAVORITE SINGERS

Source: MTV Young Asians. Synovate 2007. 15-24

LOCAL LANGUAGE DRIVES PREFERENCE

A HANDFUL OF GLOBAL MEGA-STARS

VERY FEW REGIONAL MEGA-STARS

SE ASIA MORE “INDIE” AND ROCK

NORTH ASIA MORE R&B, HIP HOP, BALLADS

FAVORITE SINGERS

MUSIC

EX

PLOS

ION

66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BUT ARE THEY PAYING?

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

LEGAL VERSUS ILLEGAL(% PAST MONTH)

15-24 25-34

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC PURCHASING (% DONE PAST MONTH)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BOUGHT A CD IN A STORE(% PAST MONTH)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PAID TO DOWNLOAD MUSIC(% PAST MONTH)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DIDN’T PAY TO DOWNLOAD MUSIC(% PAST MONTH)

MULT

I PL

ATFO

RM

TELEVISION REMAINS A KEY MEDIUM FOR VIDEOS

HOW I CONSUME MUSIC VIDEOS...2007

%

SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries

HOW I CONSUME MUSIC VIDEOS...2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

%

THE NET HAS CHANGED VIDEO VIEWING SIGNIFICANTLY ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC SITES I VISIT(% PAST MONTH)

THE MOBILE IS TAKING OFF FASTER ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DOWNLOADED MUSIC TO PHONE(% PAST MONTH)

THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PHONE IS MY MAIN MUSIC PLAYER(% AGREE)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

REPLACE MP3 WITH MUSIC PHONE(% AGREE)

2008 ...50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY

74% WANT TO REPLACE THEIR MP3 WITH A MUSIC PHONE

78% WANT THE MUSIC INDUSTRY TO HELP THEM GET MORE DIGITAL MUSIC

73% WANT TELCOS AND MUSIC LABELS TO WORK TOGETHER MORE CLOSELY

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

HOW ABOUT LIVE MUSIC?

I LIKE LIVE MUSIC(% WENT TO CONCERT RECENTLY)

SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008

I LIKE LIVE MUSIC(% WENT TO CONCERT RECENTLY)

LET’S RELOOK IN 2009 ...

URBAN ASIANS. 12 MARKETS. 15-34HEADLINES

1. MORE PEOPLE ARE LOVING MUSIC

2. MORE ARE LISTENING TO MORE MUSIC

3. IT’S ALL GOING DIGITAL, FAST

4. IT’S ALL GOING MOBILE, FASTER

5. BUT IT REMAINS FREE, FOR MANY

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

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