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iTunes Favored 2-to-1
Europe's Digital Music Consumers Prefer Apple
Boston, MA - 22 December 2008 - European broadband consumers who listen to music on computers and MP3 players on a regular basis are twice as likely to purchase music from Apple's iTunes than from any other brand according to new research from Strategy Analytics. This new report, "Digital Media Survey: An Analysis of Europe's Music Consumers," which is based on online interviews with 2,515 broadband users in France, Germany, Italy, Spain and UK, also notes that there is a significant difference between casual users and heavy users when it comes to preferred digital music retailers.
Jia Wu, Analyst in the Strategy Analytics Digital Consumer Practice, and the author of the report, commented, "Heavy users show a much stronger preference for buying digital music from iTunes or directly from a Record Label, while casual users demonstrate a relatively higher preference for buying digital music from big Internet brands, such as Amazon, or directly from their broadband service provider."
Martin Olausson, Director of Digital Media Research at Strategy Analytics, added, "Our research clearly shows that iTunes is the undisputed heavyweight champion in the European digital music market. Other players in the market stand a good chance to succeed in their challenge to Apple however, if they choose to focus on the right consumer segments."
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