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Abstract
The convergence between technology, the Internet
and music brought about great challenges to the
recording industry worldwide. Despite digital
music’s revenue growth, the music industry
has declined significantly over recent years. To
attract new customers and compete with other
ways of getting music on the network, record
companies and on-line music providers must
figure out who their potential customers are. The
goal of this study was to explore and describe
the characteristics and behavior of digital music
users, as well as of those who are willing to pay
or unwilling to use this service, in order to fully
understand this market’s context. These are the
study’s main findings: 1) 88% of the sample of
Brazilian Internet users are also digital music
users; 2) their profile is significantly related to the
profile of Internet usage (social networking and
entertainment); 3) non-users fail to use digital
music mainly due to lack of knowledge on how
to do it; 4) 66.4% intend to pay for digital music;
5) they share one characteristic: they frequently
shop online; 6) people who are willing to pay for
digital music receive the difference between legal
and illegal music, and do not value the Internet
much. We hope this study will promote efficient,
customer-oriented marketing actions.
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