New Study Compares Users Of iTunes Radio & Pandora
October 30, 2013
A new study from investment bank Canaccord Genuity finds that Apple's new iTunes Radio still has a long ways to go to catch up to digital music service leader Pandora. Apple Insider reports that the survey found that roughly 72 percent of consumers surveyed were running iOS 7, and about 40 percent of that group had tried iTunes Radio. However, only eight percent had totally switched from Pandora to iTunes, while 44 percent split their time essentially between the two services.
When asked about the "overall experience" of both services, 66 percent said they had a "positive" or "very positive" experience with iTunes Radio, while 78 percent said the same for Pandora. According to Apple Insider, iTunes scored higher on questions about its app, but lost out to Pandora on "plays songs I want to hear," where its competitor scored 72 percent compared to 63 percent for Apple.
Also, 36 percent of those surveyed who hadn't tried iTunes Radio, notably hadn't even heard of it yet. Canaccord Genuity concluded that "Pandora and iTunes Radio can peacefully coexist and together take tremendous share from broadcast radio," but added that the companies' listening metrics reports for October will be the first true test.