Hello, I'm a Mac. And I'm a Cheapskate.
Market research has uncovered yet another rift between Mac and PC users. According to the NPD Group’s Digital Music Monitor, Mac users are far more likely than PC users to pay to download music.
They’re also more likely to buy CDs. Of all Mac users surveyed by NPD, 50% paid to download music during the third quarter of 2007 compared to just 16% of PC users. During the same period, more than 32% of Mac users purchased CDs, compared to just 28% of PC users. “There’s still a cultural divide between Apple consumers and the rest of the computing world, and that’s especially apparent when it comes to the way they interact with music,” said NPD Group analyst Russ Crupnick. “Mac users are not only more active in digital music, they are also more likely to buy CDs.”
Course, they’re also “more likely” to have Apple’s iTunes digital music store pre-installed on their machines. That might have something to do with the discrepancy here as well.
In any event, it would seem that, contrary to the claims of NBC Universal Chief Executive Jeff Zucker, Apple hasn’t “destroyed the music business.” “While the market for digital music is growing, it’s growing slower than many would like it to–CD sales are still declining and digital music has not entirely replaced those lost sales,” Crupnick added. “The more consumers become comfortable paying for digital music, the more chance they will evangelize to others. And at this point in the game, it’s the growing base of Apple consumers that are the industry’s low-hanging fruit when it comes to migrating from physical CDs to digital music.”