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Napster Beats Out iTunes in Brand Awareness, According to Study
Thursday, December 15th, 2005 at 2:30 PM - by
Ipsos Insight's second annual TEMPO Digital Music Brandscape study has revealed "a two-horse race between Apple's iTunes and Napster 2.0," with 79% of the respondents recognizing the Napster brand when prompted, compared to 57% for iTunes. On what Ipsos calls "a top-of-mind basis," however, Napster 2.0 and iTunes are much closer at 31% and 27%, respectively.
Between Aug. 11-22, Ipsos surveyed 1,088 U.S. consumers, age 12 or higher, who download music. Compared with 2004's results, top-of-the-mind awareness for both brands remained steady, as did Napster 2.0's aided awareness, while iTunes' aided awareness increased from 46% to 57%. Ipsos also noted that its respondents are also more aware of the variety of online music services available, with Yahoo! Music (49%), RealPlayer Music Store (45%), Rhapsody (41%) and MTV.com (37%) all seeing good aided awareness.
Digging deeper into the results, Ipsos said that iTunes was considered the best fee-based online music service by 33% of the respondents, followed by Napster at 22%. Last year, the competitors' positions were switched, with Napster in the lead at 33% and iTunes trailing at 24%.
iTunes also placed first in the usage category, with 43% of those surveyed saying that they had used it while 26% said they had used Napster. Walmart.com (16%), Music Match (13%) and Rhapsody (13%) brought up the rear.
Peter Cohen reported on Ipsos' survey at Playlist, where iPod Observer first learned of it.
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