Conceptual background Research question Method Results Discussion Age and online music – Bert Weijters – Oct 2014 FPPW

Conceptual background Young Illegal & free Middle aged Legal & paying Age and online music – Bert Weijters – Oct 2014 FPPW

Attributes: ‣ Importance ‣ Which attribute levels are preferred ‣ Including (il)legality, (un)ethicality, business model How does this vary with age? (i.e., age segmentation) Market segmentation based on preferences Age and online music – Bert Weijters – Oct 2014 FPPW

Age and online music – Bert Weijters – Oct 2014 FPPW

N = 92 personal interviews: 17 youngsters (12–20 years), 38 young adults (21–35 years), and 37 middle-aged adults (35–55 years) Age and online music – Bert Weijters – Oct 2014 FPPW

Age and online music – Bert Weijters – Oct 2014 FPPW I’m sharing, not stealing My niece buys iTunes cards for music. I asked her 1 day why, because I think it’s pretty weird to pay for music Artists earn enough anyway It’s not really illegal, is it If they would fine me, then they would have to fine everyone, and that’s not an option I think’

N = 764 online surveys using conjoint analysis (NL) Age and online music - Bert Weijters – Oct 2014 FPPW

1.I sometimes tell lies if I have to 2.I never cover up my mistakes 3.I always obey laws, even if I am unlikely to get caught 4.I have said something about a friend behind his or her back 5.When I hear people talking privately, I avoid listening 6.I have received too much change from a salesperson without telling him or her 7.When I was young I sometimes stole things 8.I have done things that I don’t tell other people about 9.I never take things that don’t belong to me 10.I don’t gossip about other people’s business Steenkamp, J.-B. E. M., de Jong, M. G., & Baumgartner, H. (2010). Socially desirable response tendencies in survey research. Journal of Marketing Research, 47(2), 199–214.

Age and online music – Bert Weijters – Oct 2014 FPPW

Age and online music - Bert Weijters – Oct 2014 FPPW

Age and online music - Bert Weijters – Oct 2014 FPPW

Age and online music - Bert Weijters – Oct 2014 FPPW

Cluster analysis using the Impression Management corrected part worths of the key attributes as the clustering variables: ‣ Identify the optimal number of segments using hierarchical cluster analysis (Ward’s method suggests six clusters) ‣ K-means clustering to optimize the solution Age and online music - Bert Weijters – Oct 2014 FPPW

Age and online music - Bert Weijters – Oct 2014 FPPW

AgeAge groupSegment… Respondent 126Young adultFree user Respondent 237Middle agedQuality seeker … Respondent 76443Middle agedEthical consumer Age and online music - Bert Weijters – Oct 2014 FPPW

Age differences: need to control for socially desirable responding (impression management) Identified key attributes Age and preferences Preference segmentation Key attributes: … Age and online music - Bert Weijters – Oct 2014 FPPW

Key attributes: 1.Audio quality 1.Bad experiences with problematic files 2.Compression 3.Methodological artifact 2.Business model (free with/without ads, paying) 3.Legality 4.Ethicality 5.Delivery mode (stream/download) Age and online music - Bert Weijters – Oct 2014 FPPW

Age and online music - Bert Weijters – Oct 2014 FPPW

Samples: ‣ Qualitative study: convenience sample ‣ Quantitative study: quota sample (NL) Self-report data, but using conjoint analysis Age and online music - Bert Weijters – Oct 2014 FPPW