Study: iPod Growth Impressive
April 24, 2006 at 1:30 PM (PT)
A new web poll survey conducted by Rock radio consultants JACOBS MEDIA found that that of all the new media tested -- satellite radio, Internet streaming, text messaging, video games -- the sharpest growth belongs to iPods and similar MP3 players. The poll was comprised of over 25,000 respondents from over 75 Rock-formatted stations from all over the U.S.
"There’s been a lot written and said about how new technology impacts ‘old media,’" commented JACOBS MEDIA Pres. FRED JACOBS. "Our findings indicate that the iPod (and similar portable devices) has become a pop culture phenomenon, rapidly becoming a dynamic force in the way that music (and other content) is being purchased and consumed."
From the 2005 to 2006 studies, iPod/MP3 ownership has risen sharply, from 21%-35% -- which translates to 67% growth year-to-year. According to JACOBS MEDIA, no other media activity has shown anywhere near that type of dramatic increase in our study. More than half of Alternative fans are carrying these devices, and nearly half (44%) of 18-34 year-olds in the study fell into this camp.
When those who do not own an iPod/MP3 player were asked if they intend to buy one in 2006. nearly half (48%) say they are "very" or "somewhat likely" to make the purchase. Overall, one in ten (12%) indicates strong likelihood to make this purchase.
Additionally, about one-fifth of iPod/MP3 player owners say they listen mostly or exclusively to these devices. Four in ten now split their listening between iPods and radio, while over one-third primarily listen to the radio. One-fifth (22%) of those who own an iPod or portable MP3 player say they’ve downloaded/listened to a podcast. Of this group, nearly two-thirds (64%) subscribe to at least one podcast, and a majority listens to most or all podcasts that come their way.
For more on this study, click here.