|Title:||CD music purchase behaviour of P2P users|
|Author(s):||Sandulli, F. D.|
|Citation:||Sandulli, F. D. (2007). CD music purchase behaviour of P2P users. Technovation, 27(6), 325-334.|
|Key Related Studies:|
|About the Data|
|Data Description:||An initial sample of 20,573 P2P users was identified and emailed an online survey. After 10 weeks, 4460 individuals completed correctly the survey, for a response rate of 21.51%. The average respondent took 1 min to complete the questionnaire.
Most of the P2P networks users were male (56%), between 18 and 24 years old (74%) and with less than 15,000 euros income (76%). Very few, just the 8.4% declared having bought music at online stores. The average price a Spanish P2P user would like to pay for online music was 0.46 euros/song, less than a half the normal price of 0.99 euros/song music consumers can find in the online music stores in Spain. This price difference could explain in some part the low number of P2P users that have bought music online. The average P2P user downloaded almost 16 songs a week.
To illustrate trends in the declining CD market and growing participation in P2P platforms the study also uses secondary data obtained from IFPI, OECD and BigChampagne.
|Data Type:||Primary and Secondary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:||
During the last years music sales had sharply declined. According to the recording industry, one of the reasons for this decline is the development of peer-to-peer (P2P) networks. The main goal of this research was to establish a relationship between consumer attitudes and the P2P music consumption proportion. We identified a set of characteristics of P2P networks that could explain the proportion of P2P music compared to Compact Disc (CD) music and we observed on a sample of 4060 Spanish P2P users the impact each of those characteristics had on the CD-purchasing behaviour of these users. Results show how price, assortment and discovery of the P2P music consumption process were related to higher proportions of P2P music.
Main Results of the Study
The main results of this study are:
- Willingness to pay is a relevant factor in the P2P/CD proportion decision of the P2P user. The study revealed that Spanish P2P users with a lower proportion of CD music are mainly motivated by price.
- The availability of a wide assortment of products and products that are difficult to find on CD format appears to be a significant factor in the decision ro use P2P over CD. This factor could not only be an important advantage of P2P music compared to CD music, but also a reason to migrate consumption from CD stores to Online stores with catalogues of more than one million songs.
- The facility to discover "new" music drives the move towards P2P from CD. By using P2P networks, music consumers have an improved experience, either by themselves through a trial–error process, or with the help of some other members of the P2P community.
Policy Implications as Stated By Author
Coverage of Study
|Level of aggregation:||P2P users|
|Period of material under study:||2005|