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With the advent of 'ipod', Sony 'Walkman' was history.
But it marked a new dawn for music lovers. It widened the
market for mp3 players and the creation of multimedia players.
The availability of digital transfers, online music stores
like 'iTunes' & 'Urge' etc simply make the day of a Music
Lover*.
*defined as those who own
Personal Music Devices or uses the Internet everyday to listen
to live radio
Growing up on MTV, it is no surprise that a bulk of the
music lovers are below 29. With their mobility and the
frequency of travelling by public transport, personal music
devices are likely their constant companion.
With slick marketing and the 'cult' status of the mac,
Apple takes the lead for music devices. However, Creative is
cutting close in Singapore, just 1% behind Apple.
Music Lovers take a strong interest in leisure
information. Information on movies and music rank high with
them. These information can easily be found via websites like
iTunes, MTV; magazines like 8 Days & i-weekly and TV
programs like "Fresh Jive" that is regularly featured on TV
Mobile.
The
Music Lovers, also by nature of their age and environment,
tend to utilise the internet more for pleasure. The
accessibility of the internet allows for seamless music
downloads, transfers and even publishing. Information on the
latest hits and artistes are easily available. Music tribes
are also easily found and grouped together via blogs, forums
etc.
Music technology will only get better. Soon instead of
hearing music, watching music videos whilst listening will be
even more ubiquitous. Personal Music Devices are starting to
be merged with mobile phones. The potential of advertising to
Music Lovers is tremendous. Technology is increasingly making
Personal Music Devices even more personal, allowing greater
customization in terms of form and also content. Getting these
music lovers to download TVCs to their video i-Pods, 'branded'
podcasts etc will be some of the innovative ways that
advertisers will invent.
Source: insightsDNA Singapore 2005
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Insights DNA also provides a wealth of information such
as the appeal of the
various brands, the effectiveness of
various media including brochures etc. This
base of
information will make media planning much more aligned to
marketing needs. | 
