Music for Free? How Free Ad-Funded Downloads Affect Consumer Choice
J. of the Acad. Mark. Sci. (2011) 39:777–794 DOI 10.1007/s11747-010-0230-5
ORIGINAL EMPIRICAL RESEARCH
Music for free? How free ad-funded downloads affect consumer choice
Dominik Papies & Felix Eggers & Nils Wlömert
Received: 26 January 2010 / Accepted: 29 September 2010 / Published online: 20 October 2010 # Academy of Marketing Science 2010
Abstract The market for digital content (e.g., music or movies) has been affected by large numbers of Internet users downloading content for free from illegitimate sources. The music industry has been exposed most severely to these developments and has reacted with several different online business models but with only limited success thus far. These business models include attempts to attract consumers by offering free downloads while relying on advertising as a revenue source. Using a latent-class choice-based conjoint analysis, we analyze the attractiveness of these business models from the consumer’s perspective. Our findings indicate that advertising-based models have the potential to attract consumers who would otherwise refrain from commercial downloading, that they cannot threaten the dominance of download models like iTunes, and that current market prices for subscription services are unattractive to most consumers. Keywords Digital distribution . Music downloads . Free content . Willingness-to-pay . Latent class . Choice-based conjoint analysis
D. Papies (*) : N. Wlömert Institute for Marketing and Media, University of Hamburg, Welckerstr. 8, 20354 Hamburg, Germany e-mail: dominik.papies@uni-hamburg.de URL: www.imm.uni-hamburg.de N. Wlömert e-mail: nils.wloemert@uni-hamburg.de URL: www.imm.uni-hamburg.de F. Eggers Delta Branding, Hamburg, Germany e-mail: eggers@deltabranding.com URL: www.deltabranding.com
“Ad funded downloads are the way to provide free music to the consumer without depriving musicians of their livelihood.” (Peter Gabriel)
Introduction The content industry is still struggling to
ORIGINAL EMPIRICAL RESEARCH
Music for free? How free ad-funded downloads affect consumer choice
Dominik Papies & Felix Eggers & Nils Wlömert
Received: 26 January 2010 / Accepted: 29 September 2010 / Published online: 20 October 2010 # Academy of Marketing Science 2010
Abstract The market for digital content (e.g., music or movies) has been affected by large numbers of Internet users downloading content for free from illegitimate sources. The music industry has been exposed most severely to these developments and has reacted with several different online business models but with only limited success thus far. These business models include attempts to attract consumers by offering free downloads while relying on advertising as a revenue source. Using a latent-class choice-based conjoint analysis, we analyze the attractiveness of these business models from the consumer’s perspective. Our findings indicate that advertising-based models have the potential to attract consumers who would otherwise refrain from commercial downloading, that they cannot threaten the dominance of download models like iTunes, and that current market prices for subscription services are unattractive to most consumers. Keywords Digital distribution . Music downloads . Free content . Willingness-to-pay . Latent class . Choice-based conjoint analysis
D. Papies (*) : N. Wlömert Institute for Marketing and Media, University of Hamburg, Welckerstr. 8, 20354 Hamburg, Germany e-mail: dominik.papies@uni-hamburg.de URL: www.imm.uni-hamburg.de N. Wlömert e-mail: nils.wloemert@uni-hamburg.de URL: www.imm.uni-hamburg.de F. Eggers Delta Branding, Hamburg, Germany e-mail: eggers@deltabranding.com URL: www.deltabranding.com
“Ad funded downloads are the way to provide free music to the consumer without depriving musicians of their livelihood.” (Peter Gabriel)
Introduction The content industry is still struggling to