A new survey by Ipsos MORI claims that two thirds of people who illegally download music online would switch to legal models if the price was right.
Which is a pretty general thing to say – what price is the right price? The report does give some indications. Only 10% of respondents were interested in buying music tracks at iTunes’ most common £0.79 price, but at £0.45 a track, this increased to 32%. Which, judging by the two-thirds claim, means a further 34% would only pay less than 45p per track.
Interestingly, the survey – which asked more than 1,000 peopl about over 30 digital content distribution models across music, film and games – found a continued preference to download-to-own, over ad-supported streaming or subscription models.