NPD: Music Remains Tops In iTunes Store

By Joseph Palenchar On Sep 13 2010 - 4:00am




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.

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