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Napster And iTunes Remain Most Recognized Brands In Fee-based Downloading In 2005
By Mi2N
(more articles from this author)
2006-01-09
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The Digital Music Revolution continued in earnest in 2005, with an ongoing influx of new and refined online music offerings and an increasingly-experienced consumer base. Within this maturing digital music marketplace, a new study from global marketing research firm Ipsos Insight reveals that the battle for mass market consumer awareness remains essentially a two-horse race between Apple's iTunes and Napster 2.0. However, Ipsos' TEMPO Digital Music Brandscape study also provides encouraging news for other digital music providers, with American downloaders showing significant increases in awareness of a wide variety of digital music services, and only nuanced brand differentiation among them.

iTunes and Napster 2.0 Remain Current Awareness Leaders The second annual TEMPO Digital Music Brandscape study is an in-depth examination of fee-based online music brands, and is part of TEMPO, the company's quarterly study of digital music behaviors.

Key findings include:
* American downloaders aged 12 and older are nearly equally as likely to be aware of Napster 2.0 and Apple's iTunes on a top-of-mind basis (31% vs. 27%, respectively).
* However, when prompted with actual brand names, more than four out of five (79%) downloaders recognize the Napster brand, while roughly three out of five (57%) are aware of iTunes.
* While top-of-mind awareness remained relatively consistent with what was seen in 2004, aided awareness of iTunes significantly increased in 2005 (from 46% to 57%) while aided awareness of Napster 2.0 remained constant.
* There are also signs of increased awareness for a broader set of online services and music download stores, with Yahoo! Music (49%), RealPlayer Music Store (45%), Rhapsody (41%) and MTV.com (37%) all enjoying strong aided name recognition among American downloaders. Most noteworthy new entrants into the fee-based arena include Yahoo! Music and MySpace.com.

"Over the course of the past year, and even more recently with high-profile moves from Microsoft and MTV, we've witnessed the introductions of numerous legitimate online music services, as well as the growing influence of Apple's iPod on the broader fee-based digital music market," said Matt Kleinschmit, vice president of Ipsos Insight and author of the TEMPO study. "These data indicate that while consumers remain most likely to be aware of iTunes and Napster, other fee-based services are benefiting from the mainstream growth in digital music and iPod in particular, and remain viable options for consumers seeking fee-based online music outlets moving forward."

Related News from Mi2N:
» Napster And ITunes' Remain Most Recognized Brands In Fee-based Downloading In 2005


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