When it comes to music, GWI’s Brand data reveals an overall preference for accessing songs via online services rather than owning them.

This trend is most pronounced among younger internet users – with around half of 16-34s saying they favor access. But despite this preference then decreasing in line with age, a similar view is seen even among 45-64s.

Currently, GWI’s data suggests that people are still more likely to pay for downloads rather than access, suggesting that it’s the availability of free ad-supported music streaming services which has made this the go-to method of listening to music.

Access to Music More Important than OwnershipExplore data in PRO Platform

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