Intergenerational Analysis of Consumer Behaviour on the Digital Music Market

Abstract

This research aims to analyse consumer behaviour on digital music market, in the times, when digital music revenues channels finally reach to cope with the physical ones. This paper examines two generations – Generation X and Millennials, on digital music listening habits, preference of digital music platform, willingness to pay for digital music content, music piracy habits and more. Additionally, this paper also compares differences in two countries – United Kingdom and Czech Republic. In order to address these objectives, the primary data were collected through the online questionnaire. To analyse the findings, various statistical methods, such as one-way ANOVA test and correlations. This research found that the vast majority of Millennials listen to the digital music content, while most of the Generation X do so as well, however they do not so often. Additionally, findings show that Generation X is less willing to pay for the digital music files than Millennials. Moreover, the results show that majority of Millennials pirate music, while half of the Generation X states that they do not. The comparisons stated above are examined with two countries – United Kingdom and Czech Republic as well.