Increasingly tech-savvy audience. Increasing illegal online distribution of digital music. Increasing numbers of older people. Increasing illegal online distribution of digital music. Selecting scenario logics Gen Y prove loyal to traditional brands, advertisising, music, etc.
Illegal distribution is controlled.
Illegal distribution cannot be stopped. Gen Y are fickle, disregard most advertising. Generation Y are fickle and disregard most advertising, while illegal online distribution of digital music cannot be stopped. CD sales dropped. Less tech-savvy, the wealthy, and those with less time to spare, still pay for original, official music, eg, Boomers.