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The Bridge Ratings Report - The MP3 Player Consumer


Wednesday November 29, 2006

For Immediate Release

Wednesday November 29, 2006

Results from a new Bridge Ratings consumer study of MP3 player and iPod use indicate market dominance by the stylish digital music player from Apple hasn't slowed. 26% of the sample* were Apple iPod owners - an astounding market penetration story for Steve Jobs and Company. 48% of owners were female - that compares to 43% one year ago.

33% of the entire sample of 3000 U.S. consumers own some sort of MP3 player up from 24% in 2005. One year ago 76% of those questioned did not own one.

Demographically, 52% of owners of MP3 players are between the ages of 13 and 24, 28% are 25-34, 12% are 35-44 and 8% are over 45. 22% of non-owners tell us they intend to buy an MP3 player in the next six months.

As indicated in other Bridge Ratings studies, the growth of downloading songs has impacted CD sales with 15% of our panel telling us they no longer buy CD's. However, 12% of downloading iPod owners say they tend to buy more CD's now than prior to their iPod device ownership!

The rapid rise in file-sharing may have turned a corner this year as it has decreased among this sample from 38% to 32%. 13-21 year olds are still the most likely to download illegally.

When questioned about their confidence in the reliability of their digital music player devices, the responses were mixed. iPod owners are almost twice as likely to have required some sort of repair to their devices than owners of other types of players, but this may be a function of the age of their devices. Many non-iPod devices owned by the sample were newer. Despite some reliability issues, with Apple's 80% market share in the U.S. 70% of the sample consider the iPod either "very reliable" (43%) or "somewhat reliable" (27%).

Regarding new music discovery, data in this survey remains consistent with one published by Bridge Ratings in July 2006, 50% of those interviewed named radio as their primary source for learning about new music they might wish to download (up from 45% in the July BR study). Television, word-of-mouth and the Internet were other sources named.


*Sample: 3000 persons 13-64 years of age distributed randomly on a national basis. Interviews were conducted via random digit dialing during the weeks of July 31 and November 15,2006.

Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodolgy is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility



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