Listening to music is the third most popular activity on a smartphone after calling and messaging. This study is a new data product JSM (http://www.jsmtechnologies.com) conceived to learn more about the country’s mobile music industry. The idea was to start off by gaining an understanding of the dynamics of a category that is a game changer and a disruptive one at the same time.
This study involved a secondary research followed by an online self filling survey conducted among 2,979 urban Internet users from the top 496 towns (1 lakh + pop) in India. Through this we identified individuals of all the sizable cohorts.
Though online surveys are very effective yet one of the limitations is self selection bias. The only way to bypass it, is to weight it to the population estimate. We weighted the data (RIM weighting) using the baseline estimates from our India Online Study (last round of 36000+ individual sample survey of regular internet users).
Knowing and showing for the first time the sizes of all segments of music listeners
- streaming music listeners,
- those who stream music on a mobile device, and
- those who stream music using a music app (sourcing legal music)
It has helped the industry to prioritise and define competition. Prioritising and targeting a certain segment depends on its size, profile and a few other factors. It is about understanding where the potential lies, who can be transformed into a customer and brought into the brand fold. Each segment is different and therefore needs to have its own strategy and advertising.
The study revealed that over half of those using a mobile app to listen to music are using apps with legally sourced music; the remaining half are using illegal sites.
This unveiling of the sheer size of the illegal music market helped our clients to redefine competition and shift their focus from other music apps users to illegal music app users. For the first time the size of the illegal music industry became tangible and measurable.
The single music app brands know their download numbers and those of their competitors. An exercise like this throws light on how many users are exclusively single brand users and how many are also using multiple brands (brand overlaps). This has helped in modifying media strategy for many of our clients from the music industry.
The completely study including a white paper is available for purchase (3 lakhs INR).
This truly one-of-a-kind pioneering survey received wide coverage from the Press Trust of India (PTI).