iPod 'coolness' waning, shunned by some

A new report suggests that the "coolness" of Apple's iPod may be waning. Aiming to deconstruct the iPod's "special sauce", or to identify what specifically continues to make the iPod so much more successful than other digital music players, the study found that the reasons many consumers are purchasing an iPod are more closely related to the interface and brand familiarity than "coolness", or social status -- despite the fact that supply has been unable to meet demand for both the iPod video and the iPod nano. More than 21 percent of those surveyed said that they definitely will not switch to Apple's iPod with their next purchase of a digital music player, while nearly 15 percent are deftly loyal to the iPod. Neutral-standing consumers make up almost 26 percent of the survey, while over 6.4 percent of individuals indicated that they were definitely making the switch to iPod with their next purchase. The report also provides information about why consumers purchased the device, how they use them, and their natural inclination to switch brands with their next purchase.

Filed under: iPod, industry