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Survey Finds Many iPod Owners Ready to Buy Zune [UPDATE]

Tuesday, November 7th, 2006 at 3:25 PM - by

Some 58% of current iPod owners who are planning to buy a new digital media device in the next 12 months are "likely" to choose Microsoft's Zune, according to a survey published by ABI Research. The research firm conducted its survey on the Web, asking 1725 adults (18+) if they were considering buying a new music player. 58% of current iPod owners, and 59% of owners of other digital media devices, all said that they were likely to choose Microsoft's Zune player.

The survey also found that only 15% of iPod owners said they were "not very likely" or "not at all likely" to choose Zune.

"Our conclusion," says principal analyst Steve Wilson in a statement, "is that iPod users don't display the same passionate loyalty to iPods that Macintosh users have historically shown for their Apple products."

The company said that the critical factor would be whether or not Microsoft can differentiate the Zune from iPod and other devices enough to close the deal with consumers. To that effect, ABI Research cited the Zune's WiFi peer-to-peer sharing feature as the biggest differentiating feature; but, analyst Steve Wilson said that it, "isn't all that compelling, at least not now. There's a lot more you could do with that capability."

The survey was conducted in October of 2006, and survey participants were shown an image of the Zune mbefore being asked their likelihood of choosing it over another device.

The associated report being issued by the research firm concluded that for Apple to maintain its lead, it must make big announcements in 2007. "Apple needs a new high-end device that works really well and looks really cool, because other brands are catching up," said Mr. Wilson.

When asked, ABI Research told iPodobserver.com that, "the study and the related survey were not commissioned or sponsored by any outside firms. All research was done by ABI Research, for ABI Research."

[Update: The article was updated with ABI's reply to iPO's question of who paid for the survey and study. - Editor]


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