iPod trouncing the competition on their home ground
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infoPLANT recently released the results of an opinion poll they conducted over three days at the start of September this year into the mobile music marketplace. This survey was conducted amongst members of their internet mointor group by means of a private internet-based questionnaire. The demographics targeted youth, with 1,000 people chosen to take part. They were split 500 male, 500 female. 250 of each sex were aged between 15 and 29, 250 between 30 and 39. 150 of each age group used only portable music players (not just digital players, but CD or MD, etc players too), 50 used only mobile phone music players, and 50 used both.
This is really a fascinating set of figures. Q1 indicating that people with both types of devices spend as much on pre-recorded media as the other two groups put together, and over double the combined totals on downloads.
Q2 shows the iPod’s image is unmatched in almost every respect, which puts a damper on people who talk about US companies being unable to compete against the local makers.
Q5 shows that in the digital audio world, unsurprisingly hard disk-based players are the most desired, but then devices with built-in memory are twice as popular as memory card-based devices! The reason for this is unclear, although I wonder if this is to do with people wanting iPod Shuffles and Nanos?
Q1: Within the last year, how much did you spend on music? (Sample size=1,000 averages only reported)
Portable Audio Player users
Purchased CDs 18,814 yen CD rental 5,899 yen PC music download 1,848 yen Music Mobile Phone users
Purchased CDs 11,990 yen CD rental 5,183 yen PC music download 1,178 yen Chaku Uta Full (mobile music download) 1,600 yen Both device users
Purchased CDs 30,110 yen CD rental 12,913 yen PC music download 6,693 yen Chaku Uta Full (mobile music download) 4,385 yen Q2: For the following makers or brands, select all of the following images that each respective brand has. (Sample size=800, portable player users, multiple answer)
Apple Sony Panasonic Toshiba Kenwood Good sound quality 13.5% 19.6% 12.9% 5.9% 19.6% Good usability 17.8% 10.9% 6.8% 3.1% 3.8% Poor usability 6.1% 2.8% 1.8% 2.4% 1.9% Easy to carry 26.5% 18.3% 10.3% 5.0% 4.6% Technologically advanced 22.8% 26.0% 18.1% 12.9% 13.8% Fragile 6.6% 3.5% 1.4% 19.3% 2.4% High price 19.9% 6.6% 4.6% 18.8% 7.5% Low price 4.0% 5.6% 4.3% 2.5% 4.3% Refined 26.5% 5.8% 2.8% 15.1% 8.4% Good design 40.5% 6.9% 4.6% 23.1% 10.5% Trendy 31.9% 8.6% 3.5% 19.5% 10.0% Naff 2.1% 3.4% 6.6% 2.9% 4.0% High-class 16.0% 11.8% 4.3% 14.6% 7.5% Easy to love 20.0% 9.3% 11.9% 16.9% 16.9% Trustworthy 23.3% 13.8% 16.0% 23.3% 21.9% High pedigree 28.4% 27.6% 21.3% 14.5% 15.6% The standard 35.1% 24.9% 16.6% 11.0% 9.4% Originality 20.0% 10.5% 5.3% 3.6% 2.5% Individualistic 23.1% 11.1% 5.0% 3.0% 5.3% Good after-sales support 6.0% 9.5% 10.5% 7.5% 3.5% Youth-oriented 36.1% 20.9% 15.1% 5.4% 6.3% Middle-aged-oriented 3.4% 4.6% 3.6% 7.6% 5.3% Part of myself 11.9% 8.3% 4.6% 1.8% 3.3% Popular 48.5% 25.5% 15.0% 6.5% 6.1% None of the above 13.5% 14.9% 27.9% 38.3% 35.4% The top score in each category has been highlighted in bold.
Q3: When buying your portable player, what were the important points? (Sample size=708, those who purchased portable players, multiple answer)
Price 72.3% Design or colour 54.2% Maker or brand 49.7% Size or weight 41.1% Media capacity 35.9% Usability 33.1% Sound quality 32.1% Connectivity to PC, etc 30.4% Battery life 25.3% Media type (CD, MD, HDD, etc) 20.9% Latest model 14.5% Popularity 11.3% Audio effect features 5.4% Other 5.2% Q4: How satisfied are you with the following aspects of your mobile phone? (Sample size=400, one answer for each aspect)
Satisfied Somewhat satisfied Somewhat dissatisfied Dissatisfied Mobile phone provider 42.8% 43.8% 10.8% 2.8% Design or colour 40.0% 48.3% 9.8% 2.0% Mobile phone maker 37.8% 50.3% 10.0% 2.0% Email features 35.0% 50.8% 11.5% 2.8% Talk features 34.3% 52.8% 11.0% 2.0% Web browsing features 29.0% 52.8% 15.3% 3.0% Music features 28.3% 51.8% 15.5% 4.5% Price 27.5% 46.5% 22.5% 3.5% Usability 26.8% 53.0% 15.5% 4.8% Size or weight 26.3% 51.3% 18.0% 4.5% Camera features 24.3% 51.8% 18.5% 5.5% Connectivity to PC, etc features 19.3% 53.5% 20.3% 7.0% Battery life 14.0% 42.3% 32.0% 11.8% Q5: In the future, what sort of portable audio player do you most want to use and listen to? (Sample size=1,000)
Portable casette player 0.1% Portable CD player 2.8% Portable MD player 4.6% Memory card-based digital player 9.9% Flash memory-based digital player 11.4% USB memory-based digital player 10.8% Hard disk-based digital player 36.2% Other 0.1% Want to use one, but not decided which type yet 17.8% Don’t think I want to use one 6.3% I’m not really sure what the difference between a flash memory player and a USB memory player is!
Q6: In the future, on which mobile phone provider’s phone do you most want to listen to music? (Sample size=1,000)
au 26.8% NTT DoCoMo 26.3% Softbank 11.3% TU-KA 0.5% e-Mobile 0.0% Want to use one, but not decided which provider yet 7.6% Don’t want to listen to music on a mobile phone 27.5%
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