iTunes Survey: Very Few Use Competing Programs

Popular digital music program iTunes recently completed a big milestone – its 25 billionth song download. The program is one of the most used music providers around the world. So how many actually use it to purchase music, and what do they think about the service?


iTunes Users

In Ask Your Target Market’s latest survey, 41% of consumers said they currently have an iTunes account. Just 5% said they use a similar program. And 55% said they don’t use iTunes or any similar music programs. Women were slightly less likely to use iTunes but also less likely to use other music programs. Respondents under 35 were 19% more likely to use iTunes and just 3% more likely to use other programs.

Music Purchases

10% of iTunes users said that they only buy music from iTunes. 22% said they purchase most of their music from iTunes. 11% said they buy about half of their music from iTunes. 34% said they rarely buy music from iTunes. And 23% of iTunes users said they have never bought songs from iTunes.

Of those who have bought music from iTunes, 52% said they are very happy with the variety of songs available. Another 45% said they are somewhat satisfied with the variety available on iTunes. Just 3% said they are somewhat unsatisfied. And no iTunes users said they are very unsatisfied with the variety of songs available.

Other Methods

Overall, 34% of consumers said they own an iPod. 15% said they own another type of mp3 device such as a Zune or a smartphone. And 51% said they don’t own any portable mp3 devices.

And as for other ways to listen to music, 71% of respondents said they regularly listen to the radio. 53% said they regularly listen to CDs. 39% said they listen to music using online streaming services. 15% said they listen to music in other ways like records or YouTube videos. And 5% said they don’t listen to music in other ways besides digital downloads.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: iTunes (exclamation point) from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 11 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.