The iPod Generation
30% consumers age 12 and over own an iPod or other portable media player, this is more than a one-thrid increase from last year (compared to 22% ownership in Jan 06), according to a study by Arbitron. 54% between the age of 12-17 and nearly four in ten adults age 18-34 currently own an iPod or other portable MP3 player.
The number of online digital audio downloaders has grown nearly 25% in the last year. 16% have purchased MP3’s or digital audio over the internet, up from 13% in Jan. 06. More than one-third of weekly online radio listeners have purchased audio from an online download store (iTunes, Amazon). Those who listen to online radio platforms, such as online radio or podcasting, are much more likely to have purchased downloadable music that the average user.
Fewer than 10% report less time with over-the-air radio specifically due to time spent with their iPod/portable MP3 player. Although 70% aged 12 and older do not own an iPod/portable MP3 player, and an additional 15% report the device has had no impact on radio listening, 9% say they are listening less to over-the-air radio. On the other hand, 5% report spending more time listening to over-the-air radio due to time spent with their iPod/portable MP3 player.
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