Music: MP3s and CDs in the Multicultural Marketplace
Are ethnic groups in the US society equally acquiring MP3s and physical CDs, or are there differences in their rate of adoption? That was a question we asked in the FSU’s Multicultural Marketing Study conducted in collaboration with DMS Insights the Spring of 2011.
We phrased the survey questions “How often do you do each of the following?” and the response options were “Never,” “Sometimes,” and “Very Often,” for each of purchasing MP3s online and purchasing physical CDs.
At first I aggregated “Sometimes” and “Very Often” for both products and the results show an increasing tendency of the use of MP3s purchased online for African Americans, Asians, Hispanics who prefer English, and Hispanics who prefer Spanish, with the latter 3 groups showing a stronger tendency for MP3s to catch up to CD’s.
Read the entire article at Dr. Felipe Korzenny’s Blog.