HMV’s digital music service, which will launch on 5 September, will be much more user friendly than its competitors and will also target women with in-store assistance and removing the unnecessary exclusive language and techie mystery, according to Mark Bennett, HMV’s head of digital.

Female downloaders are very much in the minority at present with the majority of legal downloaders estimated to be male and 30+. The Times picks up on The Guardian’s article from earlier in the year and combines it with an HMV press release.

Bennett said: “Our research shows that while most people remain very keen to buy and own physical product for the foreseeable future, many are also ready to start downloading for the first time. They just need the right encouragement from a trusted brand that can demystify the experience.”