[JPL] iPod fans 'shunning iTunes store'

Jazz Promo Services jazzpromo at earthlink.net
Tue Sep 19 11:17:19 EDT 2006


I thought that this report from the BBC was interesting.
These results aren't much different than the survey (via the Soul-Patrol
Newsletter/Times that I haven't published yet) that we are taking among
iPod users on Soul-Patrol.

Bottom line: People don't want to buy files, but they will take them for
free.
So if you are intent on selling music files as a major part of your
distribution strategy, your music had better be COMPELING enough, the
FIRST (and possibly the ONLY time) someone hears it, that they will buy
it on the spot.

What's really interesting about all of this is that "giving the music
away", might not be such a bad strategy.
It appears that iPod users who get "free music" (new school) turn around
and purchase the CD anyway (old school), so that they can rip the rest
of the tunes on the album, and put them on their iPod.

-------------------------------------------------

 http://news.bbc.co.uk/go/pr/fr/-/2/hi/technology/5350258.stm

iPod fans 'shunning iTunes store'

Despite the success of Apple iTunes, few people stock their iPod with
tracks from the online store, reports a study.

The Jupiter Research report says that, on average, only 20 of the tracks
on an iPod will be from the iTunes shop.

Far more important to iPod owners, said the study, was free music ripped
from CDs someone already owned or acquired from file-sharing sites.

The report's authors claimed their findings had profound implications
for the future of the online music market.

Ripped disks

They estimate that during 2006 Europeans will spend more than 385m euros
(£260m) on digital music - the majority of this spending will be on
tracks from Apple's iTunes store.

However, the report into the habits of iPod users reveals that 83% of
iPod owners do not buy digital music regularly. The minority, 17%, buy
and download music, usually single tracks, at least once per month.

On average, the study reports, only 5% of the music on an iPod will be
bought from online music stores. The rest will be from CDs the owner of
an MP3 player already has or tracks they have downloaded from
file-sharing sites.

The report warned against simple characterisations of the music-buying
public that divide people into those that pay and those that pirate.

"It is not instructive to think of portable media player owners, nor
iPod owners specifically, as homogenous groups," warned the report.

It said: "Digital music buyers do not necessarily stop file-sharing upon
buying legally."

The importance of "free" to digital music fans should not be
underestimated, warned the report, and should be a factor for newer
digital music firms, such as Spiral Frog, which use an ad-supported
model.

Perhaps the only salient characteristic shared by all owners of portable
music players was that they were more likely to buy more music -
especially CDs.

"Digital music purchasing has not yet fundamentally changed the way in
which digital music customers buy music," read the report.

Story from BBC NEWS:
http://news.bbc.co.uk/go/pr/fr/-/2/hi/technology/5350258.stm

Published: 2006/09/16 01:10:27 GMT

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Bob Davis
earthjuice at prodigy.net
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