Posts Tagged ‘Brand Awareness’

iTunes Dominates the Market

October 9, 2008

A survey of 1,148 Internet users in the summer of 2008  revealed 58% of people believe iTunes is the top fee-based digital music service or download store according to a report from market research firm Ipsos.


By far the best known brand is also iTunes with an unaided awareness of 39%. (Second is Napster with just 13%).
Hopefully this dominance won`t be a problem for the music industry to establish or improve their business or pricing models. These figures show that most people still think there is just one brand out there. And if you know just one brand, you won`t know the business or pricing models of other brands…  right?
Best example: Last.fm. Maybe one of the most innovative music services out there at the moment, but it faces incredibly low unaided (0%) and aided (6%) awareness.
And the time it takes to get a high awareness, even when you are a “mainstream brand” is a long journey. This is shown by the Amazon example, who get just 5% unaided awareness in their first year in the music download business.
So in the near future iTunes will show us the way…if we like it or not…

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