Port Washington, NY (February 5, 2008)–A new report by the NPD Group, “Kids & Digital Content,” reveals that 70 percent of tweens (ages 9 through 14) are downloading digital music in an average month. While most are using pay-to-download web stores to acquire music, NPD also notes high levels of illegal P2P file sharing.
Used by nearly half of tweens who download music, iTunes is the most popular digital music store (49 percent); however, the second most popular source for digital music among this age group is the Limewire file-sharing service, which was used by 26 percent of tweens to illegally share music. MySpace, used by 16 percent, was third most popular.
“It’s encouraging that so many young consumers are acquiring digital music the legal way–by paying for it,” according to Russ Crupnick, VP and entertainment industry analyst for The NPD Group. “On the other hand, it’s surprising how unsupervised they are. The music industry hoped that litigation and education might encourage parents to keep better tabs on their kids’ digital music activities, but the truth is many kids continue to share music via P2P.”
Two thirds of tweens who use the internet reported that they are allowed to access the web themselves, without adult supervision. NPD also reported that 76 percent of tweens who got free digital content were required to register an email address to download content. Nearly half (47 percent) reported they first had to download standalone software from the web in order to download content from online music stores and P2P file sharing services.
“Findings in this report suggest that the industry can still do more to promote specific ways children can obtain digital music legally, through pre-paid accounts and gift cards. Another potential way to reach kids is through industry-sanctioned ad-supported web destinations where kids can obtain digital music safely and legally,” said Crupnick.
The NPD Group