A recent study by Synovate on global music consumption has revealed that Korea is the most passionate market about music in Asia. In second place is The Philippines and in third is India.
Koreans also show a high willingness to view or listen to advertising in exchange for free music downloads (78 per cent will oblige) and streaming (71 per cent), which could represent an opportunity for marketers to engage with these groups of music lovers.
However, Steve Garton, executive director of media at Synovate, says companies should consider offering something free in exchange for consumers’ personal information, since significantly fewer Koreans are willing to provide their information for free music download (37 per cent) and streaming (27 per cent).
“For music companies, having your artists’ tunes associated with content such as advertisements, television shows, movies or games is an effective way to garner fans’ attention. 83 per cent of Koreans have sought out music after hearing it on these occasions,” he says.
For brands looking for a spokesperson, selecting a music artist might be the way to go to attract Korean consumers. A majority of Koreans (52 per cent) said they are more likely to buy a product that is endorsed by their favourite artist or band. This is an indication that music can enhance the purchase intention of products.
Got a view?
Email [email protected]
This article was originally published in the 25 February 2010 issue of Media.
Koreans also show a high willingness to view or listen to advertising in exchange for free music downloads (78 per cent will oblige) and streaming (71 per cent), which could represent an opportunity for marketers to engage with these groups of music lovers.
However, Steve Garton, executive director of media at Synovate, says companies should consider offering something free in exchange for consumers’ personal information, since significantly fewer Koreans are willing to provide their information for free music download (37 per cent) and streaming (27 per cent).
“For music companies, having your artists’ tunes associated with content such as advertisements, television shows, movies or games is an effective way to garner fans’ attention. 83 per cent of Koreans have sought out music after hearing it on these occasions,” he says.
For brands looking for a spokesperson, selecting a music artist might be the way to go to attract Korean consumers. A majority of Koreans (52 per cent) said they are more likely to buy a product that is endorsed by their favourite artist or band. This is an indication that music can enhance the purchase intention of products.
Got a view?
Email [email protected]
This article was originally published in the 25 February 2010 issue of Media.
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