New Ipod Nano Rates Well with Young Radio Listeners

September 29, 2009


Vancouver, BC - Sep 21, 2009 - A survey from Vision Critical Communications shows that the interactive features of the FM tuner in Apple's new Ipod Nano show potential to energize interest among younger demographics who are the heaviest users of MP3 players. The online survey of 1,185 American parallels results of the same survey conducted among Canadian and British adults.

Key findings
The interactive features of the FM tuner generate considerable interest-particularly among 18-34 year-olds. When presented with the specific features of the FM tuner, 47 percent of Americans aged 18 and older say they are "very interested" in the ability to pause and rewind songs they hear on the radio. This rises to 66 percent among 18-34 year-olds.

Seeing the name of the song using the Nano's RBDS display also has strong appeal. In all, 41 percent of Americans and 55 percent of 18-34 year-olds express an active interest in this feature.

Consumers show somewhat less interest in the ability to tag songs for future purchase. 28 percent of Americans aged 18 and older are "very interested" in this feature, but this increases to 45 percent of 18-34 year olds.

Of the five features from the new Ipod Nano that were presented in the survey, American adults rank an FM tuner #3 in terms of overall interest. American adults in general show greater active interest in the Nano's larger display screen (with 46 percent indicating they are "very" interested) and the new video camera (45 percent "very" interested) than in an FM tuner (34 percent) when the tuner is presented on its own prior to mentioning its specific features. Interest in an FM tuner is however well above the active interest expressed in the voice recorder (21 percent) and the pedometer (17 percent).

Interest in and usage of MP3 players and the Ipod Nano are highest among 18-34 year-olds. 32 percent of 18-34 year-olds report listening "daily" to MP3s. This compares to only 14 percent of all Americans aged 18 and older. 15 percent of 18-34 year-olds say they currently use an Ipod Nano vs. 8 percent of American adults in general.

From Sept. 10 - 13, 2009, Vision Critical Communications conducted an online survey among a representative sample of 2,768 adults in the United States, the UK and Canada. The three-country studies were conducted with representative national samples selected from the Angus Reid Forum (Canada), Springboard America and Springboard UK. The three panels are made of respondents recruited in each country exclusively by Vision Critical.



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