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
» 13 Music Label Sold to MTN
» Darcus Beese Named President Of Island Records
» ASCAP Revenues Top $1.144 Billion In 2017
» BMG Appoints New Creative Directors In Nashville
» Live.me Launches Its First Live Musical Themed Content Series
News Beat Directory
» [2018-06-23] The 2018 MIDEM Silk Road International Music Alliance Signing; International Music Industries Signing Of A Mutual Resource Sharing Agreement With Shanghai Conservatory Of Music & The China Records Group
» [2018-06-06] Screen Music Connect To Explore The Music Of Film, Television And Interactive Media; Created By James Hannigan, Award-winning Composer And Game Music Connect Co-founder, Screen Music Connect Builds On The Success Of The Sold-out Game Music Conferences
» [2018-06-05] Fred Casimir To Develop BMG's Global Recordings Business; As Well As Building BMG's European Infrastructure, Casimir Was Instrumental In Developing BMG's Recordings Business
» [2018-06-03] 13 Music Label Sold To MTN; DSN Music Spins Off Record Label To Albuquerque Music Entrepreneur's New Group
» [2018-06-02] CISAC 2018 Annual Report; A Comprehensive Overview Of The Confederation's Work To Serve 4 Million Creators And 239 Authors Societies Across The World
» [2018-06-02] MusicDish Announces A Love Electric 2018 China Tour; The Tour Will Crisscross Through China With 12 Shows In 8 Cities, Including Guangzhou, Dongguan, Zhuhai, Shenzhen, Kunming, Jiaxin, Wuhan And Beijing
» [2018-06-02] Darcus Beese Named President Of Island Records; Renowned U.K. Music Executive To Join Universal Music Group's U.S. Label Leadership
» [2018-05-17] Avant-Garde Label Maybe Noise Launches In Beijing; The Official Launch Will Be On May 26 At Magnet Theater With A Performance Supporting Its First Vinyl Release: Píng Zè
» [2018-05-04] Award-Winning Lithuanian Rock Band Colours Of Bubbles "She Is The Darkness" 2018 China Tour; The Tour Will Kickoff In Shanghai Where The Band Will Represent Lithuania During The Country's Signing To The Silk Road Music Alliance
» [2018-05-01] Hollywood Heavyweights Launch New Christian Music Label; Their Debut Release, Firma Collective - Songs For Every Soul, Was Produced By Mgrdichian And Mixed By The Legendary Brian Reeves
» [2018-04-30] Pop Artist Ava King Releases New Single; Paris-born Ava King Decided To Move To Beijing Where She Wrote For One Of The Biggest Chinese Movie Production Companies, HuaYi Brothers
» [2018-04-27] NetEase Cloud Music Sign Distribution Partnership With B2 Music; Chinese Music Streaming Service To Release Billboard "Best Of Asia" Album Series
follow MusicDish on