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Réseaux sociaux : Twitter, l'outil marketing de la musique
Posté par Anonymous le 09/07/2009 10:00:00 (941 lectures)
Réseaux sociaux

Une recherche récente de NPD Group affirme que les utilisateurs de Twitter sont plus engagés dans l'ecoute de musique, à la fois en ligne et hors ligne, que leurs homologues non-tweeting et sont également plus susceptibles de dépenser de l'argent pour la musique téléchargée.


Ces données suggèrent que de toute évidence Twitter peut être un outil précieux pour les distributeurs, qui essaient  actuellement de déterminer les meilleures moyens de monétiser la musique (par opposition à la stratégie existante de poursuivre l'écoute.

Les personnes sur Twitter ont  acheté 77% de téléchargements numériques de plus,en moyenne, que ceux qui ne sont pas tweeting. Un tiers a écouté de la musique sur un site de réseautage social, 41% ont écouté la radio en ligne (comparativement à 22 pour cent de tous les utilisateurs du Web), et 39% ont regardé une vidéo musicale en ligne (contre 25% de tous les utilisateurs du Web).



"L' étude montre qu'il existe des segments de consommateurs qui utilise Twitter comme un outil clé de communication et de réseautage». Russ Crupnick, analyste de l'industrie du divertissement pour NPD, a dit dans une déclaration le mois dernier. "Sur la base de leur historique d'achat de musique, les utilisateurs actifs de Twitter sont vecteur de communication pour la commercialisation de la musique .



Crupnicknote également que Twitter a le potentiel d'aider à favoriser la découverte de la  musique émergente, et d'améliorer le marketing  musical ciblé sur des groupes de consommateurs implqués dans les réseaux sociaux, mais seulement s'il est utilisé avec prudence et discernement. "Il doit y avoir un équilibre entre le divertissement et la conversation, d'une part, et la commercialisation de l'autre", dit-il.



Le thème sous-jacent dans le présent rapport est que les utilisateurs de Twitter sont un peu plus branchés - ou peut-être "toujours sur" l'Internet et, en conséquence, consomment plus de musique en ligne. Il semblerait qu'il existe des moyens peu coûteux d'atteindre ces consommateurs et de les amener à payer pour la musique, ce que les grandes marques ne peuvent semblent-il pas faire sur leur propre site.

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