iTunes users made up 14 percent of the active Internet population in December 2005, reports Nielsen/NetRatings. It turns out most are aspiring yuppies, preferring Volkswagens and hard cider to good old fashioned Chevies and Budweiser.
Traffic to Apple’s iTunes Web site and use of the iTunes application skyrocketed 241 percent last month, up from 6.1 million unique visitors in December 2004 to 20.7 million in December 2005.
Teens are disproportionately represented among iTunes users; 12 to 17 year olds are nearly twice as likely to visit the iTunes Web site and use the application as the average Internet user. iTunes users are also more likely to be male; the site’s traffic is 54 percent male and 46 percent female, said the Nielsen report.
“Consumers have clearly indicated that they are eager to control their own music libraries, one song at a time,” said Jon Gibs, director of media analytics, Nielsen//NetRatings.
The market research company also found that iTunes users form a distinct target audience with identifiable brand preferences.
The legal music download aficionados are twice as likely than the average user to own a Volkswagen or an Audi, with the third place car making being Subaru. Their alcohol of choice is hard cider, followed by imported and domestic beer.
Perhaps next time there will be report on other bad combinations, like razor blades and lemon juice, or Drew Barrymore and green dresses.
In media, Nielsen learned that iTunes visitors are 3.3 times more likely than average to Wired, 2.6 times more likely to read Rolling Stone, and 2.5 times more likely to read FHM. But when they turn on the tube, they’re flipping straight to the Cartoon Network, HBO, or BBC America at 1.4, 1.3, 1.2 times the average rate respectively.
“As networks begin to decide what types of programs to either produce or distribute through iTunes video, they should match the TV audiences’ offline purchase and media consumption behavior with that of the iTunes users to maximize the success of video downloads,” said Gibs.
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