Abstract
This IDC study presents data and analysis from IDC's Consumer Markets: Audio
Telephone Survey and Consumer Markets: Audio Web Survey, fielded in March 2006.
The document provides an examination of survey responses related to portable
compressed audio (MP3) player ownership, usage, and purchase intentions. Topics
covered include portable flash and jukebox MP3 player penetration and purchase
intentions, portable CD player penetration and purchase intentions, iPod
ownership and purchase intention trends, and player music source and feature
preferences.
These survey findings suggest that, today, penetration of portable flash- and
hard drive-based MP3 players has nearly reached one-quarter of U.S. households,
while at the same time, penetration of and demand for portable CD players
remains relatively high.
"Portable MP3 players are increasingly mainstream products among specific U.S.
consumer demographic groups, such as those in higher income households and in
homes with PCs, broadband Internet, and home networks. Yet significant
opportunities remain for device vendors to reach the nearly two-thirds of U.S.
PC households that don't yet own portable MP3 players, among other target
markets." - Susan Kevorkian, program manager, Consumer Markets: Audio, and
Nicole Comiskey, research manager, Quantitative Research Group
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