Main News Desk

Is this the end of the music critic?

consumers call the shots as music fans listen to crowd according to research from Avail Intelligence

July 03, 2008

More than three quarters (79 per cent) of consumers now say a critic review in a magazine or newspaper is unlikely to sway their opinion when buying music.

The latest Trust Index research from e-commerce specialist Avail Intelligence shows that whatever format consumers choose to purchase music, radio airtime continues to top the list of influences for UK shoppers (57 per cent). Respondents indicated a preference for opinions on new albums or acts shared through online music stores or social networking sites over those of industry experts.

Recommendations made while browsing online music stores such as iTunes or social networking applications such as ‘I Like’ on FaceBook proved popular for more than a third (40 per cent) while the opinion of family, friends and other shoppers proved equally as persuasive (41 per cent).

In the same survey, over half (51 per cent) stated they preferred CDs in favour of digital downloads (25 per cent). The average spend on CDs was £9 per month, which was 38 per cent higher than the equivalent spend on digital music.

“What this research shows is that today’s consumer is more informed than ever and personalisation will be critical for e-tailers looking to stand out,” commented Dr. Rolf Elmer, CEO, Avail Intelligence. “Retailers need a robust e-commerce strategy that incorporates social merchandising techniques if they are to take advantage of the interplay among shoppers and increase average basket spend.”

Executive quote

“Social communities are increasingly being used to launch new bands and it seems only right that people turn to these communities for advice. The growth of social networking and the communities it encourages means today’s critic is the consumer - gone are the days when you could only access the views of one or two reviewers. While demand for music CDs remains high, competition online is increasingly tough. Margins are being squeezed due to aggressive pricing strategies, so the ability to stand out in this crowded market will be essential for long-term survival,” added Elmer. “Building consumer trust in the brand by giving shoppers a voice will be critical if e-tailers are to attract new customers and retain them while also encouraging repeat spend.”

About the company

Avail Intelligence is the leader in maximising the value of visitor traffic to e-commerce web sites. The company’s technology harnesses the community intelligence from site visitors to deliver the most effective shopping experience for new and returning customers.

Using advanced mathematical techniques from its research arm Avail Labs, Avail Intelligence has created the Avail eMarketing suite. The suite comprises a set of tools, which improve relevance when merchandising to and communicating with individual visitors across the entire Customer Interaction Cycle™ of a single web site or across multiple web sites.

The results are significant, immediate and measurable improvements to conversion rates and average order values.

Avail Intelligence’s technology is being used by over 80% of the leading Scandinavian e-commerce sites. Key UK customers include Woolworths, Berry Brothers and DVD.co.uk.

Contact details

Account Manager at LEWIS, the PR agency
Tel: +44 (0) 161 601 7740 Fax: +44 (0) 161 601 7741
Email: avail@lewispr.com
Website: www.lewispr.com

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Is this the end of the music critic?

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