NPD: Music Remains
Tops In iTunes Store
By Joseph Palenchar On Sep 13 2010 - 3:00am
PORT WASHINGTON, N.Y.
— Music is still
the No. 1 reason that consumers go to the
iTunes store, but interest in purchasing apps is
growing, The NPD Group said in reporting the
results of a consumer survey.
The survey found that 56 percent of iTunes
buyers purchase music exclusively and that a
majority of iTunes users’ search time tends to
focus on music searches.
“Sales growth in digital music has been
slowing, and some of that decline might be related
to the distraction from apps,” said Russ
Crupnick, NPD’s VP and senior entertainment
analyst. “However, iTunes shoppers are still
completely engaged with music, whether it’s
about listening, discovering or buying.”
The survey found that 82 percent of iPhone
and Touch users have purchased music on the
iTunes store and 56 percent of iTunes buyers
purchase music exclusively.
Nine out of 10 iPhone and iPod Touch users,
however, have downloaded a free app and 69
percent who haven’t yet paid for an app said
they are interested in possibly doing so in the
future, “a major up-selling opportunity to paid
versions of the same app,” Crupnick said.
NPD surveyed iTunes users ages 13 and older.