The study, which examined consumers' interaction with music, revealed that 64 per cent of SEA consumers were prepared to view or listen to advertising in exchange for free music while 37 percent would exchange their personal information for free music.
In comparison to the rest of the world, SEA consumers over indexed in 11 out of the 15 music related activities.
The most popular form of music consumption was via music videos viewed online and on television. More than three quarters of SEA consumers (77 per cent) watched music videos on their computer and over two thirds (69 per cent) viewed music videos on their television in the past three months.
Free music downloads online and file sharing were also popular forms of music interaction, according to Nielsen, with 39 per cent of SEA consumers listening to music via social media sites such as Facebook and MySpace at least once a day, higher than the global average of 21 per cent.
“Consumers’ willingness to watch advertisements and reveal personal information about themselves in exchange for free music provides myriad opportunities for companies to engage with their target audience across multiple platforms, such as PCs, laptops and mobile phones,” states David Webb, Nielsen’s managing director of Advertiser Solutions for the APMEA region. “Advertising in this environment provides positive connotation towards the brand along with valuable consumer sentiment.”
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