iTunes Proprietary

Only 59% of respondents aged 18-60 who download / would download know that iTunes and the iPod are mutually exclusive. 66% thought that this was a bad thing for consumers. This goes to show that people are becoming aware that the relationship is becoming harmful for consumers and an alternative needs to come and compete in this marketplace.

On the flip side, even of those who knew about the relationship between Apple and the iPod, 36% thought that it is a good thing for consumers. To compete with the ‘iPod effect’ any marketing would have to combat this consumer dedication to the iPod.

There is a clear gulf in knowledge in that area between men and women. 66% of men (with internet who download / would download) were aware of the proprietary nature of iTunes, as opposed to only 50% of women. This is heightened by the fact that 39% of female respondents thought that the proprietory relationship is a good thing for consumers, and only 51% of females saw it as a bad thing for consumers (as opposed to 63% of males).