Survey Reveals Vast Majority of iTunes Radio Listeners Still Use Pandora
A recent survey of more than 800 iOS device owners shows that the vast majority of those who have tried Apple’s new iTunes Radio have either returned to Pandora exclusively or continue to use the streaming service alongside Apple’s offering. The report, from investment bank Canaccord Genuity, indicates that while iTunes Radio compares favorably to Pandora’s offering in fit and finish, the service lags behind an overall consumer perception mainly due to poorer automated song selection.
Approximately 72% of consumers who were surveyed were running iOS 7 and roughly 40% of that group had tried iTunes Radio. Only 8% ditched Pandora entirely for Apple’s offering while 44% split their listening time roughly equally. When asked to quantify the “overall experience” of both services, 66% of respondents call their experience with iTunes Radio “positive” or “very positive,” while Pandora scores 78% on the same metric. Surprisingly, Apple wins with tight margins on app usability questions but loses out to Pandora in perhaps the most important metric which is, “Play songs I want to hear,” 63% to 72%. It’s interesting to see that despite Apple’s aggressive marketing push for iTunes Radio, 36% of those who have yet to try the service say that they haven’t even heard of it.
The report goes on to note that the sentiment among investors is that “Pandora and iTunes Radio can peacefully coexist and together take tremendous share from broadcast radio,” but that October’s listener metrics will be the real test of that hypothesis. Earlier this month, Pandora CFO Mike Herring did call iTunes Radio as an “existential threat” to Pandora, alluding to Pandora being alert and trying to stay one step ahead.
As many of you probably already know, Apple’s long-awaited entrance into the streaming music field, iTunes Radio, was released in September alongside iOS 7. Apple revealed last week that in just over a month, more than 20 million users have tried the service and streamed more than 1 billion songs.
Have any of you music lovers tried iTunes Radio? If so, what do you think?
Source: Canaccord Genuity