Huh? What are they? Simply put, they are music fans who have never known nor cared about accessing music except through digital means. Mark Mulligan explains in this post for Midia Research:
Digital Native music behaviour is evolving at a far faster rate than music industry product strategy. Some of the key behaviours are:
•Online music video and radio are the two most widespread music activities for Digital Natives, both with 69% penetration.
•With 52% penetration, streaming is the digital music zeitgeist for Digital Natives.
•Digital Natives differ from other consumers most in free music activity.
•P2P adoption is widespread but it is a new wave of piracy technologies, such as free music downloader apps and YouTube rippers that appeal most to Digital Natives.
•Free music downloader apps are most widely adopted by Brazilian Digital Natives – with 48% penetration – whereas YouTube is popular across all markets.
•Music matters to Digital Natives, with 85% stating music is an important part of their life.
•A third of Digital Natives say they do not need to pay for streaming music because they get all they need from YouTube for free.
Read the whole post here.