1. New Patterns of Musical Behaviour in Austria Michael Huber Institute for Music Sociology University of Music and Performing Arts Vienna

2. schedule The „WHAT, WHY, WHEN, and HOW“ of the research project Theoretical assumptions New contexts of musical behaviour Research results 2

3. The study Extensive quantitative survey in spring 2009(!) Face-to-face interviews (with 1042 Austrians) Representative for the Austrian population (gender, age, education, occupation, profession, migration background, size of home, regional belonging) 3

4. Research objectives Problem-oriented quantitative survey on musical behaviour; consideration of social structural characteristics (age, education, gender, …); regard on high data quality. 4

5. Fundamental assumptions Identity construction by the way of affirmation and distinction is one of the main development tasks of young people. Demonstrative music reception is one of the most proved strategies of distinction. Music reception behaviour is strongly affected by age and education of the listeners. 5

6. Outcomes of the digitalisation Recorded music no longer requires a physical storage medium. Via „the internet“ a great deal of music is available at any time (without payment). 6

7. Outcomes of the „web 2.0“ Every „visitor“ of „the internet“ not only can receive information but is able to take part in the shaping of its contents. Past and present use automatically impacts future supplies. 7

8. 8

9. Decline of recorded music, increase of live music (source: Page 2011) 9

10. Apple Inc. / net income in mio. $ 10

11. Goals of the research To demonstrate the influence of „web 2.0“ on new ways of music reception; to demonstrate the impact of age and education on the use of these new reception possibilities. 11

12. Significant findings on the whole population 12

13. leisure time activities 13

14. „Making music“ as a leisure activity 14

15. Favorite music styles 15

16. The biggest preference group is that with no favorite music 16

17. The highest graded music stile is „Oldies“ (like it vs. don‘t like it) 17

18. Attendance of music events 18

19. Music listening devices 19

20. Change in personal music listening since the emerge of „the internet“ 20

21. Most enjoyed social setting when listening to music 21

22. Most wanted qualities of music 22

23. 23 Significant findings on the distinctions between the under 30s and the over 30s:

24. leisure time activities (several times per week) 24

25. Since there is „the internet“ … 25

26. Favorite music styles 26

27. Often used devices for music reception 27

28. Music use via the internet (often) 28

29. Users‘ most wanted web services 29

30. Making music (at least sometimes) 30

31. The „generation web 2.0“ accounts for 20% of the Austrian population 31

32. Synapsis on musical behaviour of the young people in Austria The young people show a new approach to recorded music. This new musical behaviour is indeed in strong contrast to the listening habits of the CD era. Now as before musical preferences are most influenced by education. 32

33. Thank you! Michael Huber Institute for Music Sociology University of Music and Performing Arts Vienna huber-m@mdw.ac.at