Illegal downloaders spend more on music

by Jennifer Whitehead, Brand Republic 02-Nov-09, 11:05

LONDON - A new survey has confirmed that people who are in the habit of downloading music illegally are among those who spend the most on buying recorded music.

The survey found that people who admit illegally downloading music spend an average of £77 a year on music. This compares with an average figure of £44 among those who do not download music illegally.

Think tank Demos commissioned the research from Ipsos Mori, in the week that the government confirmed it would go ahead with plans to block people who persistently download copyrighted material without paying for it from accessing the internet.

The research was carried out among 1,000 internet users aged between 16 and 50. One in 10 of them admitted to illegally downloading music. Among the illegal downloaders, eight out of 10 said they'd paid for CDs, vinyl or MP3s in the past year and nearly half said they liked to try things out before they decided whether to buy them.

Peter Bradwell, a researcher at Demos specialising in digital rights and consumer trends, said: "The latest approach from the government will not help to prop up an ailing music industry.

"Politicians and music companies need to recognise that the nature of music consumption has changed and consumers are demanding lower prices and easier access to music."

The findings, however, are likely to have little impact on those who are determined to clamp down on illegal downloads. They echo a similar piece of research carried out four years ago by research company The Leading Question but the British Phonographic Industry has not shifted its policy. It estimates that copyright infringement costs the music industry £200m a year.

ISPs have criticised the "three strikes and you're out" policy of cutting off internet access to offenders, saying it is unworkable and that it puts the onus on them unfairly, when it is the entertainment industry that will benefit financially.

The government, however, says policy will act as a deterrent and that it does not envisage there being many people who fall foul of the law. The policy is due to come in to force next April, before the general election.

Comments

Aaron Savage - 03/11/2009

This is exactly the same result as a study done for Napster almost 10 years ago. The music industry then, and now, was pre occupied with ensuring that every 13 year old was screwed out of the last bit of pocket money for absolutely everything they listened to and completely missed the idea that having a mechanism that helps your best customers buy more product is a good idea. Illegal file sharing might then be re termed as try-before-you-buy. The success of peer to peer is because it works and it works more efficiently than any other delivery mechanism to access large files. Its used completely legally as well in software distribution. The market is saying that they want to access music quickly and efficiently and that the most efficient method for doing so is peer to peer. Of course persecuting your best customers is one business model but not one I think most marketers would recommend.