TA Research and digital technology

According to McQuail it is difficult to define a digital audience. We have to ensure that our Music video and promotion package reached our TA.

One survey recorded youtube, radio and itunes as the most common way teens consume music video.


There was an interesting Guardian article:one concern is the reluctance to pay for  music. few buy cd's yet we are making a digipak for which, there seems to be a limited audience.
"They are very reluctant to pay for it (most never having bought a CD) and a large majority (8/10) downloading it illegally from file sharing sites."

The Guardian agree itunes is popular however there are still financial issues. 
"A number of people use the music service iTunes (usually in conjunction with iPods) to acquire their music (legally) but again this is unpopular with many teenagers because of the 'high price' (79p per song). Some teenagers use a combination of sources to obtain music, because sometimes the sound quality is better on streaming sites but they cannot use these sites whilst offline, so they would download a song then listen to it on music streaming sites (separate from the file)."
http://www.theguardian.com/business/2009/jul/13/teenage-media-habits-morgan-stanley

We need to consider the use of amazon and youtube. Most people have a playlist on youtube.