The Digital Music Market: a study of Brazilian consumers’ behavior

• Autor(a) principal: Capelli Martins, João Paulo
• Data de Publicação: 2014
• Outros Autores: Slongo, Luiz Antonio
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/1487
• topic: Digital music. Marketing. Consumer behavior.; Música digital. Marketing. Comportamiento del consumidor.; Mercado de música digital. Comportamento do consumidor. Marketing.

The convergence between technology, the Internetand music brought about great challenges to therecording industry worldwide. Despite digitalmusic’s revenue growth, the music industryhas declined significantly over recent years. Toattract new customers and compete with otherways of getting music on the network, recordcompanies and on-line music providers mustfigure out who their potential customers are. Thegoal of this study was to explore and describethe characteristics and behavior of digital musicusers, as well as of those who are willing to payor unwilling to use this service, in order to fullyunderstand this market’s context. These are thestudy’s main findings: 1) 88% of the sample ofBrazilian Internet users are also digital musicusers; 2) their profile is significantly related to theprofile of Internet usage (social networking andentertainment); 3) non-users fail to use digitalmusic mainly due to lack of knowledge on howto do it; 4) 66.4% intend to pay for digital music;5) they share one characteristic: they frequentlyshop online; 6) people who are willing to pay fordigital music receive the difference between legaland illegal music, and do not value the Internetmuch. We hope this study will promote efficient,customer-oriented marketing actions.