iPod continues to be dominant player among teens

Apple’s iPod continues to dominate market share and mindshare among teenagers. According to Piper Jaffray’s semi-annual digital music teen survey, 77% of students who own an MP3 player have an iPod, up from 74% last Fall. For online music services, 71% of teens said they use iTunes, up from 64% last Fall. “While it is not at all surprising to see that Apple still has leading market share in digital audio players and online music, we are surprised that Apple has actually grown its market share in both digital audio players and music download services since the Fall-05 PJC teen survey was completed,” Piper Jaffray analyst Gene Munster wrote in a report given to iLounge.
“Based on the Spring-06 Piper Jaffray teen survey, it appears that Apple’s market share among this demographic has not yet hit a plateau, but is expanding,” Munster said. “We believe the teen market is a critical demographic in digital music. Apple appears to be winning mindshare at an early age, which we expect will pay off as high school students become more significant consumers over the next decade.”

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