User awareness

Demographic: 14-30

“…young people are beginning to consider free music a right…”

With Shawn Fanning’s internet phenomenon ‘Napter’ being established in 1999, internet users between the ages of 14 and 30 years of age have effectively grown up with or been introduced to, easily downloadable music over the internet.

This demographic is very aware of social media. They interact online via facebook and twitter joining fan pages and following artists. They find new music and monitor artists on youtube and soudcloud.

Online Consumption

Facebook has 845 million active users - 0-34 demographic makes up 32% of facebook users who on average visit the site 40 times a month for an average of 23mins and 20 seconds per visit

Twitter has 127 million active users of which 42% are between 0-34 years of age. Tweeters will spend, on average, 11mins and 50 seconds on the site each visit.

The two perspectives below highlight the changing landscape of the music industry over the past few years;

‘Imagine a world where music companies don’t make their money from CDs. Instead, the big pop stars make money from concerts, T-shirts, merchandising deals and advertising.’ February 2003

‘You're not going to be buying your new house in Malibu any time soon by getting your album up on Spotify, but it's definitely a way to find new ears and new fans that could potentially help you get there one day.’ Duncan Byrne-Sydney Music Manager May 2012