This according to PhD candidate Hannes Datta. Listening behaviour also appears to be a better predictor of sales figures than the number of ‘likes’ an artist gets on Facebook.
And although illegal music downloads certainly impact profits, these losses are compensated by that same group of downloaders. Hannes Datta will defend his dissertation on the digitisation of the music industry on 7 February Maastricht at University.
Datta hopes his research will provide the music industry with greater insight into consumer behaviour in order to help them structure their (shrinking) budgets more effectively. “Information on album buying behaviour is rather limited. We don’t know whether the consumer actually listens to and appreciates the music after they buy it. Digital information on the use of products and services will likely become crucial to their commercial success over the next ten years.” Managers who represent and promote multiple artists, for instance, can use this listening behaviour to determine the target audience in which they should invest their promotional budgets.
Hannes Datta will defend his dissertation ‘It’s in the way that you use it – Usage behaviour, sales performance and their interrelationships’ at 10:00 on Friday 7 February at Maastricht University.
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