NPD: Music Still Tops In iTunes Store - Twice

NPD: Music Still Tops In iTunes Store

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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." Although apps and video compete for consumer dollars, "they can also be used to promote music and re-energize digital music and video download sales," he noted.

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.

 Nine out of 10 iPhone and iPod Touch users, however, have downloaded a free app, pointing to "a major up-selling opportunity to paid versions of the same app," Crupnick said. A total of 69 percent of iPhone and iPod Touch owners who haven't yet paid for an app said they are interested in possibly doing so in the future.

 A total of 82 percent of iPhone and Touch users have purchased music on the iTunes store, the report also found.

The findings are based on 3,862 responses to an online survey fielded in May of iTunes users ages 13 and older. Each respondent reported using iTunes at least once in the past three months.

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