More music buyers spend less...

I came across some stats showing annual music spending in the US over the past 3 decades. It tells the number of total music consumers is actually growing despite the popular belief that fewer people are buying music. It's just that they are spending a lot less.



Definitely falling music sales per capita would be big headache to the people in music industry. But I think market potential has not gone away yet, as shown in growth of % music consumers. The bottom line is how we could make up compelling reasons for them to each spend more. What would be the answer? DRM free or great user experience(like end-to-end offering) or legal action against piracy?