Summary
A core of around 20% of European online users frequently download music from sites like iTunes; users in Spain and Poland are the most active. Users would rather use official sites than download illegally, but they continue to download and share illegal music because they believe music online should be available for free. To expand the legitimate downloads market, music providers and marketers must be open to business models that bring in revenues not just from consumers but also from advertising and partnerships, as well as looking at innovative ways to offer retail opportunities.
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