Music or Hi-Tech Lovers? An Empirical Analysis of the Digital Music Market in Italy
Using survey data on cultural consumption by about 650 university students, this article proposes a market segmentation and some rule-of-thumb policy implications for the music industry. Consumption behaviors, listening habits and musical preferences are explained by a large number of variables Nevertheless it is possible to reduce this overload of information into two common factors (using factor analysis). Cluster analysis is accordingly used to group the students-consumers: the digital music lovers cluster is the most profitable for the music industry, whilst those of uninterested subjects and pure hi-tech lovers are the least. The analysis shows that the new digital technologies (for example file sharing) may be harmful for the music industry only within one specific group of consumers. New technologies can instead promote music consumption (especially of live music) by the other categories. By investing in music knowledge and enjoyment, it is possible to make consumers buy digital music legally from authorized sites.
|Date of creation:||Jul 2008|
|Date of revision:|
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- Lonnie K. Stevans, 2005.
"An Empirical Investigation into the Effect of Music Downloading on the Consumer Expenditure of Recorded Music: A Time Series Approach,"
- Lonnie Stevans & David Sessions, 2005. "An Empirical Investigation Into the Effect of Music Downloading on the Consumer Expenditure of Recorded Music: A Time Series Approach," Journal of Consumer Policy, Springer, vol. 28(3), pages 311-324, 09.
- Rob, Rafael & Waldfogel, Joel, 2006.
"Piracy on the High C's: Music Downloading, Sales Displacement, and Social Welfare in a Sample of College Students,"
Journal of Law and Economics,
University of Chicago Press, vol. 49(1), pages 29-62, April.
- Rafael Rob & Joel Waldfogel, 2004. "Piracy on the High C's: Music Downloading, Sales Displacement, and Social Welfare in a Sample of College Students," NBER Working Papers 10874, National Bureau of Economic Research, Inc.
- Donata Favaro & Carlofilippo Frateschi, 2005. "A Discrete Choice Model of Consumption of Cultural Goods in Italy: the Case of Music," "Marco Fanno" Working Papers 0010, Dipartimento di Scienze Economiche "Marco Fanno".
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