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iPod Loses ‘Cool Factor’ As Popularity Grows
Tuesday, November 1st, 2005 at 2:00 PM - by Brad Cook
The Diffusion Group has released a new research report that explains how the iPod's "cool factor" seems to be waning even as its popularity grows. The report, entitled "Understanding iPod's Dominance: A Consumer Perspective," shows that buyers tend to look more at the MP3 player's interface, as well as familiarity with the Apple brand, than the enhanced social status that comes with owning the device.
Such responses were given across the 15-to-24, 25-to-34 and 35-to-50 age groups, prompting research director Dale Gilliam to note: "By comparison, other MP3 brands appear as generic. In many cases, consumers see the iPod as one might see the brand Kleenex -- as a category label, not as a brand or subcategory."
One question of note, which is represented by a graph on the Diffusion Web site, shows that of the respondents between the ages of 15 and 50 who own a non-Apple MP3 player, 25.9% are neutral toward switching to the iPod with their next purchase, while a combined 40.3% are less likely to switch. The rest replied with some degree of likelihood that they would switch.
The question asked them to respond with a number between one and seven, with one representing "Definitely will not switch" and seven representing "Definitely will switch." The other numbers were degrees in between, with four a neutral response.
The Diffusion Group surveyed more than 2,000 Internet-accessible households in August for this report, which sells for US$1,495.
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