Youth and Music Survey 2009

Youth and Music Survey 2009

LONDON, February 13/PRNewswire/ -- Marrakesh Records and Human Capital will on Monday publish a survey of
over 1,000 15-24 year olds exposing their listening habits and attitudes to
music discovery. Summary highlights are as follows.

Music is hugely important to the age group. 60% of 16-24 year olds would
rather go without sex than music for a week. This increases to 70% for 16-19
year olds.

Music consumption remains ubiquitous within the age group. 75% have
watched a music video online in the last 3 months, 70% bought a CD, 62%
listened to music on their mobile phone, 52% bought a music download and 45%
played a music game on a games console.

MP3 players are the most widely used device for listening to music (81%
of the age group have used one in the past week), followed by the computer
(80%), radio (71%), TV (68%), CD player (59%) and mobile phone (54%).

Radio is the most important medium for finding out about new
bands/artists (67%). This is followed by friends' recommendations (63%), and
MTV and other music channels (49%). General interest, music
magazines/newspapers and blogs achieve very low scores at 21%, 17% and 14%
respectively.

You Tube has soared into pole position as the default website that this
age group turn to for checking out new artists (38%). Myspace (and a band's
own website) come a distant joint second, each scoring 15%.

70% of those who expressed a view do not feel guilty about downloading
music for free from the internet.

61% of the age group do not feel they should have to pay for the music
they listen to. This is more marked amongst 15-19 year olds, of whom 69% do
not feel they should have to pay.

The average price that respondents think is fair to pay for a CD album is
just GBP6.58. For a download album the average drops to GBP3.91 and for a
download single the average is 39p.

On average 43% of the music owned and enjoyed by the age group has not
been paid for. This increases to 49% for 15-19 year olds.

If they were a big celebrity 42% of the age group would value respect for
their music and creative freedom above all other factors. Money scores second
at 20% and performing in front of massive audiences third at 14%.

The full survey will be available at http://www.MarrakeshRecords.com from
8am on Monday 16 February. For an advance copy please email
media@marrakeshrecords.com.

Source: Marrakesh Records

Contact details: Justin Stoneman, +44-794-469-5998, media@marrakeshrecords.com

-------
Profile: intent