Zune Wishful Thinking: Most iPod owners will buy Zune

This morning I was checking out the folks at Zunescene when I noticed the following headline:

zune
Many iPod Owners Will Buy Zune

The post pointed to this ABI Research article on a survey they did of 1,725 “consumers” and their likelihood to purchase a Zune player. Of the people who responded to the survey 58% of the “consumers” who said they had an iPod and 59% of those with a different music player, said they would buy a Zune. I love these sorts of research finds and broad claims without content. They make for great marketing statements and of course great articles, but they dont shed any light on the prospects in the market for the Zune to challenge the iPod. Lots of heat and no light.

The research brief is part of The Ecommerce Times did a follow-up on the survey and spoke to its principal analyst, Steve Wilson, who puts the Zunes market prospects in context this way:

It’ll make a big splash, but it’s going to need something else behind it to make it take hold,” he said. “It’ll ride far on the initial marketing drive, but there’s nothing unique about it that’s all that compelling.”

Now that would make an interesting headline: Microsoft to Spend Billions and have little Digital Music Impact

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One Response to Zune Wishful Thinking: Most iPod owners will buy Zune

  1. Phil says:

    Yeah, I love the fact that they don’t disclose the percentage of respondents who are looking to buy in the next 12 months or the percentage of respondents who are current iPod owners. The other nice touch is the way zunescene converts ‘Will Consider’ the zune to ‘will buy’ the zune.

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