Understanding today’s music acquisition mix: a latent class analysis of consumers’ combined use of music platforms

In response to diversifying music delivery modes, consumers increasingly combine various music platforms, both online and offline, legal and illegal, and free or paying. Based on survey data (N = 685), the current study segments consumers in terms of the combination of music delivery modes they use. We identify four latent classes based on their usage frequency of purchasing CDs, copying CDs, streaming music, streaming music videos, peer-to-peer file sharing, and purchased downloading. All-round users (9.9 %) use most or all acquisition modes, but at a low frequency. Traditionalist (33.7 %) typically makes no use of any of the acquisition modes except buying CDs. Streamers-downloaders (20.7 %) use several acquisition modes intensively, especially streaming (video and/or music only) and downloading (legal and illegal). Light users (35.6 %) also use multiple acquisition modes, but less frequently. We draw theoretical and practical implications, discuss limitations, and suggest ideas for future research

When customer journey thinking meets cost-risk analysis. Discover the consumer-based, crossover marketing strategy you can successfully apply to any business

Key insights: The essence of marketing should always be your customer. Ask yourself which costs and risks customers run into when they are (thinking of) buying a product. By adding a layer of cost-risk analysis to the traditional framework of the customer journey, you immediately gain leverag

Brand religions. Is it time to choose yours?

If you’re taking your first steps into brand management, it can be challenging to even know how to start. And there can be a temptation to try to embrace all approaches to brand strategy – or switch between them as you develop your own brand identity. By thinking of branding as a religion, organisations can find focus externally and internally – which can drive business success. The big question is, which religion will be best for your organisation? This white paper gives organisations the ability to consider clearly which brand religion may work for them, and choose a principal approach that provides focus for the rest of the organisation