• Print
Web Content Viewer (JSR 286)

The NPD Group: Apps Closing In On Music As The Leading Activity on iTunes

bgmaincontentfill
Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

PORT WASHINGTON, NEW YORK, August 5, 2013 – According to The NPD Group, a global information company, the number of iTunes users has increased from an estimated 50 million U.S. internet consumers in 2010 to 67 million this year, based on usage over the past three months. NPD’s iTunes 2013 Consumer Usage & Market Dynamics Report reveals that listening to music files on iTunes is still the most popular application, but it has been on the decline for the past two years. While the percentage of iTunes users who downloaded individual digital songs has been holding steady at 29 percent since 2011, it has been surpassed by acquisition of free apps, which 35 percent of iTunes users reported downloading in 2013.

Figure 1: Top Ways Used iTunes (Past Three Months)

'

Source: The NPD Group, Inc., iTunes 2013: Consumer Usage & Market Dynamics Report

“Even though apps are a growing part of the iTunes experience, one in four respondents reported using iTunes to sample music, so the discovery component that is so key to selling music is still strong,” said Russ Crupnick, senior vice president of industry analysis at NPD. “It will be interesting to see the extent to which music re-establishes dominance, when iTunes Radio launches later this year.”

Nearly All iPhone, iPod, and iPad Users Download Apps

The percentage of iPhone operating system (iOS) users who downloaded apps for free has remained steady, from 94 percent in 2012 to 95 percent in 2013; however, the average volume of free apps downloaded has increased slightly, from an average of 32 free apps in 2012 to 35 apps this year. Paid app buyers declined slightly, from 72 percent to 69 percent. Despite discussions about app fatigue, on average iOS users paid to download eight apps in 2013, which is unchanged from the previous year.

Games were the most popular free apps downloaded by iOS users this year (81 percent), followed by social networking (70 percent), utilities (55 percent), and music (54 percent). Games also led paid app downloads (72 percent), followed by music (18 percent), and health and fitness (13 percent).

“Its interesting to see what consumers aren’t rushing to purchase on iTunes,” Crupnick noted. “When given $25 to spend, over 90 percent of respondents reported that they would not buy a newspaper or magazine, only 12 percent would buy a book, and just 15 percent would buy a movie. While that situation speaks to the draw of music and games, it’s also an opportunity to widen the categories that iTunes could promote.”

Data note: Information in this press release was derived from NPD’s iTunes 2013 Consumer Usage & Market Dynamics Report. The report is based on 3,470 completed surveys from iTunes users and 1,448 from non-iTunes users. Data was weighted to represent U.S. population of Internet users (age 13 and older).

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

Fill out this form to learn more!

Web Content Viewer (JSR 286)

Share

Press Contact

Lee Graham
212-333-4983

@npdentertainment

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Web Content Viewer (JSR 286)

Subscribe to email alerts from The NPD Group Blog and more.

Web Content Viewer (JSR 286)

Recent Press Releases

May 27, 2015

Oil and Clay/Mud are Growing Textures in Prestige Skincare, a Trend Happening Across Cities and Continents

Port Washington, NY, May 27, 2015 – Oil and clay were recognized and used regularly by the Ancient E...

Read More
May 20, 2015

Interactive Gaming Toys Viewed As Positive Investments, Keep Families And Players Engaged In Play

PORT WASHINGTON, NY, May 20, 2015 – According to Interactive Gaming Toys, the latest report from glo...

Read More
May 19, 2015

Over Half of U.S. Consumers Are Concerned About Bird Flu Outbreak and Hazard It Poses To Food Safety, Reports NPD

Chicago, May 19, 2015 — Since the USDA has reported more than 160 cases involving three deadly strai...

Read More