Purpose - The aim of this paper is to offer insights into what consumers are looking for when downloading music and what different consumer groups might look for in commercial online music services, based on their current level of music downloading, and their likelihood of purchasing music online in the near future. \ud Design/methodology/approach - The literature review focused on the risk and adoption theories. Interviews were used to help derive variables used in the design of a questionnaire. A web survey of 211 samples was used as a data collection method for this study. \ud Findings - The results suggest that performance and time-loss aspects of perceived risks are playing an important role, while social and psychological aspects of risks are of the least concern to consumers. Where different types of users are concerned, those with the most experience of downloading music are the least profitable segment to target. Non and Light downloaders, on the other hand, should be the focus of marketing activities, although their needs are different. \ud Originality/value - This paper highlighted that different groups have different behaviours towards downloading music. The finding helps the online music providers to focus on and capture the new age downloaders
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