JP
If ever there was proof that you can consume all the hype you want but that it doesn’t mean a thing in the long run, this is it. Reuters reports on a study by Nielsen Media Research that examined just how much time owners of iPods and iTunes users spent actually consuming those moving-pictures on their devices, and came up with some frightfully-low figures. Thirty percent of the nigh-on 70m iPods sold are video capable, but less than 1% of content played by owners on either their DAP or iTunes was video, rising to a measly 2.2% for video-iPod owners. More stats after the cut, figure-junkies.
Among all iPod users, video is just 2% of the total usage time spent on either the device itself or on iTunes; looking specifically at video iPod owners, that rises to 11% of the time. Nielsen’s study looked at longitudinal behaviours of 400 iPod owners, although they defend their decision not to increase that amount:
“We could double or quadruple that [figure], but the bottom line is that’s not going to change the story” Paul Lindstrom, Senior VP Custom Research at Nielsen
Nonetheless, a second project next year using a greater number of subjects is scheduled, in the hope that these low-figures can be better deciphered. Are they, as content-producers and hardware manufacturers alike might hope, a sign that the only way is up for video, or is it a warning that small-screen video entertainment has limited appeal?
Study: iPod video yet to play big [Reuters]
3 Responses to “iPod video makes up 2.2% of content played”
Xavier November 20, 2006
The 2% figure is 100% irrelevant. If your iPod cannot play video, how relevant is it that you do not watch video on it?
The only relevant figure is the 11%: “looking specifically at video iPod owners.”
NeutralChris Davies November 20, 2006
Actually, the 2% figure refers to iPod owners using iTunes; they’re maybe not watching video on their DAP, but they are (in small numbers) on their PC/Mac. It’s not irrelevant because it’s a sign that, even though video was heralded as the “next big thing”, it’s perhaps not proving to be the motivation to upgrade as people thought it might be.
[quote comment="9032"]The 2% figure is 100% irrelevant. If your iPod cannot play video, how relevant is it that you do not watch video on it?
The only relevant figure is the 11%: “looking specifically at video iPod owners.”[/quote]
NeutralJames Katt November 21, 2006
People will purchase the iPod because it is the perfect music player.
If it happens to have multiple other capabilities, then those capabilities separate the iPod from its competitors. This is why people will then continue to buy the iPod.
I happen to use the iPod’s video capabilities as well as it’s capabilities to play PodCasts. It’s fantastic!
However, even if I did not use video or PodCast capabilities in the iPod, it is still the best music player. This is why I continue to purchase iPods.
Music is the core reason for existence of the iPod. It’s the best. Period. It will continue to sell because of music.
Neutral