Music Access More Important Than Ownership

GWI’s brand data reveals that for the new onliner, when it comes to music, an overall preference for accessing songs through online services is more preferred in comparison to owning them.

This trend is most pronounced among younger internet users – with around half of 16-34s saying they favor access. But despite this preference then decreasing in line with age, a similar view is seen even among 45-64s.

Currently, GWI’s data suggests that people are still more likely to pay for downloads rather than access, suggesting that it’s the availability of free ad-supported music streaming services which has made this the go-to method of listening to music.
GWI Music Access

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