Napster 2.0 Tops iTunes in Brand Recognition


If you're a downloader aged 12 or over (and we suspect you are), you should recognize two brands: Napster and iTunes.

But you're more likely to be able to name Napster. Four out of five can, while only three out of five could name iTunes. These are some of the findings of a Ipsos' TEMPO Digital Music Brandscape study, Yahoo Finance notes in a press release.

31% of those surveyed were aware of Napster, while 27% were conversant with iTunes. The good news for Apple is that 'aided awareness of iTMS rose from 46% in 2004 to 57% in 2005, whereas awareness of Napster remained relatively constant.

Yahoo! Music (49%), RealPlayer Music Store (45%), Rhapsody (41%) and MTV.com (37%) were amongst the other brands which rated highly on the awareness scale.

Analysis: Well, does this survey pass the 'so what?' test? Probably not. After all, you and I know what Chanel is. But we don't necessarily buy it. We're also PC buyers and we're 'aware' of Dell, HP and Gateway. But most of us on the fairer platform don't buy them (for good reason).

Market share, not mind share: the numbers tell a very different story about iTMS and Napster, irrespective of what Gorog might wish for.