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Apple’s iPod, various other MP3 players, and now Microsoft’s Zune manufactures are fighting for consumer spend on digital music players. The latest data from comScore reveals the habits of consumers and digital music players. The music industry is also looking to capture on this spending wave and as we shared last week with the launch of Sony’s CONNECT which is out today.

Who owns a digital music player?

• Twenty-seven percent of all Internet users currently own one or more DMPs. Online DMP owners are slightly more likely to be male (53 percent) and more than one-third (37 percent) are between the ages of 18-34. Moreover, they are nearly twice as likely as the typical Internet user to be enrolled as full-time college students.

• Thirty-six percent of online DMP owners have an annual household income above $75,000, and they are 66 percent more likely than the average Internet user to have an annual household income above $150,000. They show a high affinity for online shopping; with 49 percent agreeing that the Internet is the easiest way to shop, and 94 percent reporting they shopped (i.e. researched and/ or purchased) online in the past six months.

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Ownership of Consumer Electronics Products, among Online DMP Owners
Indexed to U.S. Online Population, Age 18+
Source: comScore Plan Metrix, Summer 2006

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Note: Composition index is the propensity of online DMP Owners to own specific electronics devices, compared to the average Internet user.

What are consumers Interactive TV Habits?

comScore’s “Plan Metrix” tool demonstrates that owners of digital music players tend to consume more media then the average Internet user, and will often multi-task and watch TV while surfing the Internet. This same group is 50% more likely to visit a related chat room while watching TV and 9% more likely a related web site during a program. DMP (digital music players) are 40% more likely to research or browse products featured in a TV show or ad shown while the program is on. They are also 17% more likely than normal to purchase a product featured in a TV show or ad.

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