Study: iPod Used Much More For Audio Than Video
November 21, 2006 at 2:33 PM (PT)
Even with video capability, the iPOD is still primarily used for audio, according to findings in a preliminary study by NIELSEN MEDIA RESEARCH. The study found that less than 1% of content played by iPOD users on iTUNES or the iPOD itself are videos. Among video iPOD users, the percentage is only 2.2%.
For time spent using the devices, video earned just 2% of total time spent using iPODS or iTUNES and 11% of total time spent using a video iPOD. Some 15.8% of iPOD users have played a video on their iPOD or on iTUNES.
Part of NIELSEN's "Anywhere Anytime Media Measurement," or "A2M2," the study was conducted from OCTOBER 1-27 by monitoring a panel of 400 iPOD users in the U.S. A separate NIELSEN study, the "Home Tech Report," found that about 13% of U.S. households -- or about 15 million -- own at least one iPOD, 30% of which have video capability.