Bridge Ratings Asks: Who Is Most Likely To Switch To iTunesRadio?
June 13, 2013 at 3:53 AM (PT)
BRIDGE RATINGS Pres./CEO DAVE VAN DYKE shares with ALL ACCESS, "I thought you’d be interested in this just-released quickie study BRIDGE RATINGS fielded on MONDAY and TUESDAY of this week regarding the iTUNESRADIO announcement. The purpose of the study which spoke with 2,200 'high-consumption Internet Radio Consumers' [High Consumption Internet Radio Consumers are those that spend at least an hour a day listening to Internet Radio] from MONDAY after the APPLE announcement about iTUNESRADIO through TUESDAY at 8p PT, was to learn whether these Internet radio listeners would be interested in switching from their current favorite Internet radio platform to the new iTUNESRADIO product announced on MONDAY."
The responses were based on the limited information these users were aware of based on APPLE’s presentation and subsequent press releases.
The users were asked, "Regarding the just-announced iTUNESRADIO streaming service, based on what you know, would you consider switching from your current radio streaming service to APPLE's forthcoming service?"
Of all the respondents, 38% said they would consider switching. The individual services had various responses:
"The significance of this is that without much more than initial Day One information, a significant number of Internet radio consumers have low loyalty to these services," said VAN DYKE. "Even a significant number of PANDORA users -- especially those who have used the service for more than two years -- are inclined to move to the APPLE service. The top reason given in most cases is the APPLE brand and what it stands for followed closely by the fact that over 85% of the sample have iTUNES accounts and see iTUNESRADIO as a formidable alternative."