Analyst Mark Mulligan and MIDiA Research have published a new report looking at the music attitudes and behavior of Digital Natives. Natives and Immigrants demarcate the digital world, according to the report. But while Digital Immigrants carry the baggage of their analog past, Digital Natives have only ever known ubiquitous connectivity and content; and that results in very different behaviors. "While the slow down in digital revenue growth revolves around spending transition of high spending Digital Immigrants," concludes the report, "it is the attitudes and behavior of the Natives that give us the best indication of how the digital music market will evolve." Here is what Mulligan's digital native looks like:
Digital Native Key Behaviors:
• Online music video and radio are the two most widespread music activities for Digital Natives, both with 69% penetration.
• With 52% penetration, streaming is the digital music zeitgeist for Digital Natives.
• Digital Natives differ from other consumers most in free music activity.
• P2P adoption is widespread but it is a new wave of piracy technologies, such as free music downloader apps and YouTube rippers that appeal most to Digital Natives.
• Free music downloader apps are most widely adopted by Brazilian Digital Natives – with 48% penetration - whereas YouTube is popular across all markets.
• Music matters to Digital Natives, with 85% stating music is an important part of their life.
• A third of Digital Natives say they do not need to pay for streaming music because they get all they need from YouTube for free.
More on MIDiA here.