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World of Music

Audio Streaming
by

Paige Wiktor

on 16 April 2014

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Transcript of World of Music

World of Music
Journey Map
Purchase
Awareness
Knowledge
Liking
Preference
Conviction
Team Music
DeHonee Lee
Paige Wiktor
Heather Coffman
Jason Abraham
Michael LaPorte
What we will discuss....
Who?
What?
When?
Where?
How?
Why?
How Often?
What?
Audio streaming is using the internet to listen to music.

Streaming up 32% with 118.1 billion streams in 2013, according to Nielsen & Billboard's 2013 U.S. Music Report
22 billion songs streamed through the U.S. as of today according to Nielsen.
New streaming service developed by Dr. Dre and a team of music executives
20 million fully licensed songs
Individual-$9.99 a month/Multiline- $14.99 a month
Customized playlist
Suggested playlists sent 4 times a day to users


Free streaming service
Created in 2000
Ad free listening $35 a year
Stations developed by genre and artists preferred by user
1 million songs in library


Beats Music
Pandora
When?
Situations
Attitudes
Moods
Motivation

Situations
Attitudes
Moods
Motivation
Where?
Why?
How?
How often?
Efficiency and Practicality
Material Comfort
Individualism
External Conformity
Youthfulness
Fitness and Health
Freedom
American Core Values
Audio Streaming
According to Nielsen
Music Selection Strategy


Music Streaming
grew 32% from
2012 - 2013

118.1 Billion overall
music streams in
2013
Smart
Phones
Nielson & Billboard's 2013 Music Report
Influence/Culture
Listening to music can change, maintain, or reinforce affect, moods and emotions, relaxation
reminiscence or to trigger nostalgia
for stimulating cognitive effects
for meaning enhancement
a platform for mental work or cognitive reappraisal
use of music as a diversion
Word of Mouth

Advertising
~Social Media
~Radio
~Advertisements
Achievement of Mood Enhancement
Tablets
Gen X: 13%
Gen Y: 08%
Laptops
Search Internet
~Google
~Yahoo
~Bing
Gen X: 15%
Gen Y: 24%
Customer Reviews and Ratings
Gen X: 20%
Gen Y: 26%
Listening to music can be used to relate to many situations.
Connection:
selecting a specific piece of music because the music portrays
affect or has lyrics that the listener can identify with at that moment

Memory Triggers:
referring to the selection of music because the music has
associations with past events and persons

High Aesthetic Value:
which involves selecting the music because one perceives
the music to be “good” or “beautiful music;”

Message Music:
where music is chosen that conveys a message
to which the listener wants to relate.


Generation Y
~loyal to a limited number of brands
~switch between a short list of brands that they love
~less about brand preference and more about the biggest catalog and cheapest service
Generation X
Pandora
Portability of music is a big concern for consumers

Having the music but not having to buy it is liberating for consumers

The way people own music is transforming, ownership is not essential, and people are not buying cds anymore

Convenience is an important factor regarding streaming

People are streaming because their friends are doing it. According to Neilson music 360, positive recommendations from a friend has the most influence on a purchase.

Music is: “A great vehicle to inspire in ways that words can’t," according to the Newswire

Previews also influence peoples choice to download/ stream music

~Grown up with Technology
~Respond to more traditional advertising
~Respond to electronic forms of advertising
~High Brand Loyalty
~Affinity for nicer things and prime market for luxury brands
THINK
Beats Music
THINK
Generation Y
Generation X
Enjoy the free aspect of Pandora
FEEL
Listen by Genre or artist
FEEL
DO
Pandora Advertisements are geared toward Generation Y
DO
Prefer more luxurious and customized product
Free does not apeal to them
Generation X
Advertisements are not geared toward generation X
Generation Y
Exclusive, luxury product
Large media catalog
No advertisements
Family plan pricing
Expensive
Geared toward family plan
No advertisements
Low degree of brand loyalty when not free
Who?
Can be shaped and formed by music
Culture
Religion
Ethnic
Age

S
Try Product
~Free Trial Period
~Use Friend/Family
Access
Free vs. Paid

Ads vs. No ads

Playlists vs. Genres
Purchase the product

Share the experience
Concrete decision made

Decide form of purchase
Full transcript