Walkman Survey: Most Have Fond Memories of the Classic Brand

The Walkman is making a comeback. Sony is working to revive the classic brand with a new high-quality music player. The new Walkman costs more than $1,100, and plays music at a very high resolution. Are consumers willing to pay extra for sound quality? And is it possible for Walkman to make a comeback?


Music Formats

In Ask Your Target Market’s latest survey, 54% of respondents said they regularly listen to music on the radio. 33% use a MP3 player to listen to music. 32% listen to CDs. 30% use streaming services like Pandora or Spotify. 25% use computer programs like iTunes. 8% listen to records. And 6% regularly listen to music in other ways, like on their TV or YouTube.

Sound Quality

In general, 75% said they consider sound quality to be important when listening to music. However, just 8% said they would pay a lot extra to ensure higher sound quality. 23% said they would pay just a bit extra. 36% said they might consider paying extra. And 33% said they would not pay any extra for higher sound quality.

Sony Walkman

Just 10% said they currently own a Walkman. But another 50% said they’ve owned a Walkman in the past. And overall, 59% of respondents said they have a positive opinion of the Walkman brand. 36% are neutral. And just 5% have a negative opinion of the Walkman brand.

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: Walkman in grass 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 January 7 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.