Music downloaders more likely to respond to online ads, says BMRB

Consumers who download music from the internet are more than twice as likely as those who do not download music to respond positively to online advertising. This suggests that brands that associate themselves with music download services should see a significant return on their investment.

According to BMRB’s latest quarterly Internet Monitor survey, almost 7 million adults – nearly one in three of all those who use the internet — have downloaded music in the past six months, whether free or paid-for. One in three of them (34 per cent) admits to being influenced to buy a product online by ads on the Web, compared with 15 per cent of those who have not downloaded music. The downloaders are also more likely to agree that online ads influence the brands they buy – 25 per cent against 11 per cent.

While younger internet users are more likely to download music (62 per cent of 15- to 19-year-olds do so), it is far from being reserved for the young – 23 per cent of music downloaders are aged 35 and over.

BMRB also found that six out of ten surfers now use some form of control to block pop-up ads, an increase of nine percentage points from the last quarter.

And, following last quarter’s record leap in broadband connectivity, there has been another substantial increase in the percentage of home users with broadband. This now runs at 49 per cent of home users, up from 44 per cent in May. There are now almost 10 million home broadband users, while 42 per cent of non-broadband users say they are likely to get broadband at home in the next 12 months.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here