Digital Music.

Interestingly, a major survey on digital music trends in the Asia Pacific region credits enhanced communication with the consumer as a central factor in shaping the market.

Two other factors were convenience and convergence-for purposes of the survey meaning the availability of music not only on computers but on cell phones and other hand helds as well.

A May 30, 2007 press release from Synovate, the global market research firm, provided a review of the survey it recently conducted with the sponsorship of MTV.

Synovate surveyed nearly 4,000 young urban Asians (15 to 34 years of age) in China, Hong Kong, India, Indonesia, Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand.

In terms of convenience, the survey found that respondents were as enthusiastic about the devices they used to access their favorite music as they were about the music itself.

A Synovate spokesperson said, "Significantly, 51% of consumers said they would listen to music more if they owned an MP3 player or music-playing mobile phone, emphasizing the importance of digital technology in making music more convenient and driving consumer demand."

The survey found that during the month previous to the survey, 56 percent of respondents listened to music on a computer, and 53 percent listened to music on an MP3 player.

An MTV spokesperson said that in spite of the popularity of digital delivery devices, traditional delivery channels usually, such as television, exist side-by-side with digital in the Asia Pacific region.

The spokesperson added, "Digital music may equate to more convenient music, but one third of all consumers across Asia still watch music videos on television almost every day, with a further 25% watching music videos on television two to three times a week."

Television is important in parts of the region where Internet connectivity is not universal such as India and Indonesia.

In terms of convergence, 63 percent of survey respondents said the region's telecoms should be working toward music delivery via cell phone.

The survey revealed that in the Asia Pacific region there are missed opportunities for music distributors to engage the consumer. Websites to deliver information about music are under used with 60 percent of consumers regionally saying they never read about music online.

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