Ads Fair Exchange for Free Tunes, Study Shows

Here's welcome news to advertisers. A recent study showed that consumers in Southeast Asia are willing to watch advertisements in exchange for free music.

Artwork: Chip Taylor
The global study conducted by The Nielsen Company on consumers' interaction with music revealed that Southeast Asian consumers would do almost anything just to get free music. Sixty-four per cent said they would view or listen to ads in exchange for free music while 37 per cent they would exchange their personal information to get 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," added Webb.

The Nielsen study also revealed that Southeast Asian consumers' responses exceeded those of global consumers when it comes to how they consume music. Out of the 15 common consumption patterns of music, Southeast Asian responses exceeded the global number. (See also "10 Terrific Music and Video Managers.")

How Music is Consumed

The most popular form of music consumption is through the use of personal computers (PCs). More than three quarters (77 percent) of Southeast Asian consumers said they watch music videos through their PCs. In contrast, only 57 percent of global respondents said they do so.

The second most popular form of music consumption among the global respondents is watching music on TV. Sixty-nine percent of Southeast Asian consumers prefer this compared to 52 percent of global respondents.

Eleven percent of Southeast Asians said they have paid a monthly fee to listen to music on their mobile phone or PC. Only nine percent of global consumers said they have also done the same.

The global study was conducted in the third quarter last year as part of the Nielsen Global Consumer Confidence Study, which reaches more than 27,000 Internet users.

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