Understanding today’s music acquisition mix: a latent class analysis of consumers’ combined use of music platforms
Weijters, Bert Goedertier, Frank
Weijters, Bert
Goedertier, Frank
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2016-09
Journal
Marketing Letters
Book
Publication Volume
27
Publication Issue
3
Publication Begin page
603
Publication End page
610
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Abstract
In response to diversifying music delivery modes, consumers increasingly combine various music platforms, both online and offline, legal and illegal, and free or paying. Based on survey data (N = 685), the current study segments consumers in terms of the combination of music delivery modes they use. We identify four latent classes based on their usage frequency of purchasing CDs, copying CDs, streaming music, streaming music videos, peer-to-peer file sharing, and purchased downloading. All-round users (9.9 %) use most or all acquisition modes, but at a low frequency. Traditionalist (33.7 %) typically makes no use of any of the acquisition modes except buying CDs. Streamers-downloaders (20.7 %) use several acquisition modes intensively, especially streaming (video and/or music only) and downloading (legal and illegal). Light users (35.6 %) also use multiple acquisition modes, but less frequently. We draw theoretical and practical implications, discuss limitations, and suggest ideas for future research.
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Keywords
35 Commerce, Management, Tourism and Services, 3506 Marketing