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Understanding the Dominance of iPod® - A Consumer Perspective
The Diffusion Group, Oct 2005, Pages: 57
Apple’s dominance of the portable digital music player (DMP) market has led pundits and competitors to try and deconstruct the iPod’s “special sauce” – in other words, to identify what specifically continues to make the iPod so much more successful than other DMPs.
One way of going about this is to look more closely at the consumers who use (and choose not to use) iPods or other DMPs. This report does just that, providing a “snapshot” of DMP users in general and iPod users in particular; including why they purchased the device, how they use them, and their proclivity to switch brands on their next purchase. Furthermore, the report is broken down by three key age segments: 15-to-24, 25-to-34, and 35-to-50.
The data used herein was drawn from an August 2005 survey of more than 2,000 US Internet users that also own a cell phone – the overt focus of the larger primary study was to assess mobile usage habits among Internet households, a subject in which DMPs in general and the iPod specifically were an important consideration.
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