Bridge Ratings Survey: Over Half Interested In Apple Music
June 12, 2015 at 11:08 AM (PT)
With APPLE MUSIC gearing up its multi-faceted platform for its JUNE 30th launch, BRIDGE RATINGS has taken the pulse of consumers to find out their interest in it. In its first installment, BRIDGE found that awareness of APPLE MUSIC is quite high among "Music Enthusiasts," who will most likely be the first ones to segue from the first three free months to the pay model.
The survey divvied the consumers into three groups -- Music Enthusiasts (active, regular music consumers, representing 23% of the pool), Latent Consumers (occasional music consumers, representing 28% of the pool), and the Passive Majority (rare music consumers, likely to spend less than $15 a year on music, who represent 51% of the pool). Not surprisingly, 92% of Music Enthusiasts show an initial interest in Apple Music, with 84% of them interested in Radio 1. In comparison, 64% of Latent Consumers show an initial interest in Apple Music, with 55% of them interested in Radio 1. The numbers for the Passive Majority are 35% and 30%, respectively. Crunching those numbers together, one can surmise that approximately 55% of all surveyed have an initial interest in APPLE MUSIC.
That data "supports our initial thinking that APPLE's core user of their new service will come first from Enthusiasts and potentially next from Latent Consumers," the report concluded. "Most music enthusiasts who sign up for the service will likely transition from the free three-month tier to the $10 per month version."
Read the entire report here.