Is Apple's iPod Dominance Sustainable?
The Consumer Responds
As Microsoft and others prepare to enter the portable digital music player (DMP) space, and as Apple turns its attention to other market spaces such as the digital home, a window of opportunity opens for competitors to mount an assault on iPod's dominance. However, iPod users are an extremely loyal lot and gaining market share will depend heavily upon convincing new DMP users to switch brands, a challenge that will prove very difficult.
According to The Diffusion Group's latest report on digital media, "Is iPod's Dominance Sustainable?," The Consumer Responds, the sheer pull of the iPod brand on the consumer imagination will suffice to maintain market dominance for at least the next five years.
"While there are a number of reasons why consumers select the iPod, the two most important are the quality of the interface and brand familiarity," said Dale Gilliam III, a digital media analyst with TDG and author of the new report. "The fact that the quality of the user interface continues to the primary driver is not surprising – Apple has long produced devices that offer simple navigation and are easy to use. However, the fact that brand familiarity ranked so highly (20% greater than last year) was particularly noteworthy."
As Gilliam explained, this is likely due to the fact that brand recognition resonates more strongly among mainstream consumers. While early adopters are less inclined to buy on brand – instead drawn to qualitative attributes such as the interface – mainstream consumers are significantly more likely to look to brand familiarity to help guide their purchase decisions. "As long as the iPod is the most familiar DMP, it will be the default choice for most new buyers."
The challenge for new market entrants such as Microsoft's Zune will be to grow the level of consumer familiarity with the product as rapidly as possible – a deceivingly simplistic mission which requires tremendous investment in marketing efforts both upfront and on a continuing basis. "If a company wants to compete with iPod," noted Gilliam, "the primary battleground will be consumer mindshare, something which Apple has proven particularly adept at capturing and holding."
Related News from Mi2N:
» Is Apple's IPod Dominance Sustainable? The Consumer Responds
» Nordic & British Musicians' Unions' Joint Statement on Sexism in the Music Industry
» Women Make An Impact On The 2018 MPG Awards Shortlist
» Two-Sides of Copyright Finance: Sound Royalties & Kobalt
» Career Moves: ROLI, Live Nation Sweden, Music Glue, BBR Music Group, Warner/Chappell Music Spain & Blue Night Soundscapes
» Europe's Digital Music Leaders Form Alliance
News Beat Directory
» [2017-11-21] Joint Statement By The Nordic Musicians' Unions And British Musicians' Union; Discussions On The Issue Of Gender Inequality, Sexism And Sexual Harassment, The Scale Of Which Had Been Highlighted By The Recent #metoo Campaign
» [2017-11-13] Women Make An Impact On The 2018 MPG Awards Shortlist; Nearly A Quarter Of Those Named This Year Are Female, Proving That Music Production Is No Longer A Bastion For The Boys
» [2017-11-13] The Nashville Musicians Sound Healthcare Plan Rolls Out; Sound Healthcare & Financial Announced The Formation Of A True Group Health Insurance Policy Plan For Musicians And Industry Professionals
» [2017-11-09] Streaming & Listening Diversity - Spotify Case Study; Will Artists Have An Easier Time Finding An Audience, Or Will Streaming Focus Global Attention On A Small Number Of Stars?
» [2017-11-09] Two-Sides Of Copyright Finance: Sound Royalties & Kobalt; Sound Royalties Unearths Millions In Undistributed Royalties While Kobalt Launches Fund To Invest In Music Copyright
» [2017-11-08] Career Moves: ROLI, Live Nation Sweden, Music Glue, BBR Music Group, Warner/Chappell Music Spain & Blue Night Soundscapes; ROLI Chief Creative Officer, Live Nation Sweden Managing Directors, Music Glue Global Head Of Business Development, BBR Music Group VP Of International, Warner/Chappell Music Spain Managing Director And Blue Night Director Of Music Clearance
» [2017-11-08] Europe's Digital Music Leaders Form Alliance; European Digital Music Companies Launch Of Digital Music Europe
» [2017-11-05] Pandora Subscriber Base Grows To Over 5 Million; Pandora Premium Paid Subscribers Cross The 1 Million Milestone In October 2017
» [2017-11-05] Hybrid Studios Announces Online Mastering Services; Engineers Billy Klein And Brian Frederick Spearhead New Online Mastering Effort Through OC Studio
» [2017-11-05] Music Industry Betting On VR & AR For New Revenue; The Music Industry Is Making An Early Bet On VR & AR To Create New Revenue Streams Across All Their Lines Of Business
» [2017-11-04] Sound Royalties Unearths Millions In Undistributed Royalties; Nearly $14 Million In Undistributed Royalties Has Been Found By Music-focused Finance Firm Sound Royalties
» [2017-11-02] MusicDish*China October China Label Music Releases And Charts; Several Tracks From October Releases Have Charted On Chinese Music Portal Kanjian ING Top 10 Weekly Chart
follow MusicDish on