Research on Music Consumption Behaviour from Service and Marketing Perspective

Abstract

As music consumption increasingly moves to the Internet, music as a product becomes even more intangible and service-like. Online peer-to-peer (P2P) fileswapping software has frequently been used for illegal, copyright-infringing, downloading activity. The dichotomy between sharing and owning of creative works has been questioned by young consumers. Prices may need to fall or services/experiences be enhanced to lessen piracy and increase 'legitimate' consumption of music to a broader range of consumers. New technology has created a paradigm shift in the structure of the music industry and consumers’ consumption habits. This may result in the emergence of new structures, players and business models with a possible merging of elements of recording, concerts and merchandising providers or their complete break-up.