James+M+Focus+Group+Report

James M

TO: Proximity Music Team FROM: Megan James DATE: March 29, 2010 SUBJECT: Focus Group Report


 * Focus Group Rationale**

The internet has completely changed the music industry. Because music can no longer be protected with copyright and more people than ever are downloading music for free, the old business models are becoming less and less effective. Our focus group sessions were designed to determine exactly how Gen-Y consumers are getting their music and what they are willing to pay for. Information from these sessions will allow us to advise Proximity clients on how to best use music sites to connect with Gen-Y.


 * Setting and Participants**

The focus group session was held in my apartment on March 21, 2010. It was composed of 3 males and 2 females.


 * Emilee- 19, English Major
 * Sam- 19, Business Marketing Major
 * Mike- 20, Business Major
 * Ian- 20, Mass Comm Major
 * Stephen- 21, Psychology Major


 * Session Topics**

//**How do students learn about and get new music?**//

When asked, the majority of the participants said that they learn about new music from their friends or from hearing it at a party. They also mentioned that when the songs on their iPods get old or outdated they will listen to the radio to pick up the latest hits, then update their iPods with those songs. All but one student said that they download their music free from sites such as LimeWire or FrostWire. The remaining one student buys her music from iTunes but, only because her father supports the piracy laws and pays for her music.


 * //How do students feel about the music piracy laws?//**

The students said that they didn't pay much attention to the music piracy laws because they have been illegally downloading music for years and the laws haven't phased them. The one student who gets her music from iTunes said that the only reason she buys her music is because her father pays for it. If he didn't, she would probably get her music from LimeWire too.


 * //Do students go to concerts and support artists by purchasing merchandise and CDs?//**

The students said that they go to concerts but not necessarily because they want to give back and support the artists but they go to have a good time. All the students agreed that they have bought merchandise and CDs at a concert but they would rarely go to the store and purchase a CD.


 * //Do students prefer buying a CD, buying individual tracks, or paying a subscription fee?//**

All of the students said that they would much rather buy individual tracks. They said that a lot of times they don't like all of the songs on a CD and they feel like it's a waste of their money to buy them. The students said that they don't have the money to pay a subscription fee but they would consider it if they did have the money.


 * Findings**
 * The majority of college aged students download music illegally.
 * Students will support the artist by going to a concert, but not by buying CDs.
 * Students are aware of the music piracy laws but are still downloading illegally.
 * If students had more money they would consider buying music in individual tracks.