We released our research today that shows out of all the owners of digital music players it's iPod owners who are the most honest. With the iPod having nearly half the music player market we thought it'd be cool to compare your iPodder to your average music fan. What was the result?
Well, they're substantially less likely to download using filesharing software with only 7% of iPod people downloading illegally compared to 25% on average. And they're more likely to be buying CDs with your everyday iPodder buying 2.3 albums a month compared to the average of 1.8.
Why is this? Well Apple fanatics would likely argue that the zen-like experience of Apple technology puts them in a spiritually balanced place which allows them more empathy with struggling artists and I certainly can't disprove this but I'd argue that it's down to Apple reaching a more mainstream audience.
Everybody knows the iPod. Nearly everybody has one. And that skews the userbase more towards a mainstream user and away from your average gadget fan. Your aunt who got an iPod doesn't know how to download and even if she did would she be likely to try it?
Other things that stood out was that iPods are pretty evenly split between male and female owners and that only half of them are regular users of the iTunes store.
The report is free - download it here
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Posted by: FilkyTivy | February 17, 2008 at 03:31 PM
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Posted by: FilkyTivy | February 24, 2008 at 03:55 AM