Abstract
This IDC study presents data from and an analysis of IDC's Asia/Pacific
Consumer Audio/Video (AV) Survey, 2006, which was conducted in seven
Asia/Pacific (excluding Japan) or APEJ countries - Australia, Hong Kong, India,
Korea, the People's Republic of China (PRC), Singapore, and Taiwan. This study
also provides an examination of the survey data relating to early-adopter usage
of portable audio players and MP3-enabled mobile phones. The topics covered
include brand ownership of portable MP3 players, the key factors influencing
portable music device purchasing decisions, the preferred number and sources of
music selections carried around in portable music devices, the frequency of use
of portable audio devices, as well as the preferred types of portable music
device.
The survey findings suggest that respondent preferences vary widely, depending
on many factors, including culture, lifestyle, and situation. Of the total
respondent base, 69.6% reported using portable MP3 players while 88.5% owned
mobile phones, 67% stored up to a maximum of 249 songs in their portable music
players, and 62.9% listened to their portable MP3 players for a maximum of four
hours per day.
"The survey specifically targeted the early adopters of new digital audio
devices and services, allowing IDC to open a window into early market trends,
user preferences, and usage patterns," says Claudio Checchia, research manager,
Consumer Markets Research, IDC Asia/Pacific. "The standalone portable MP3
players market in APEJ is expected to face growing competition from MP3-enabled
mobile phones. However, with so many choices, a high percentage of consumers
will own different devices and even switch between dedicated portable MP3
players and music-enabled mobile phones, depending on their lifestyles and on
the situation."
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