Study May Zap Content King App Fantasy
September 3, 2010
The addled goose is the first to quack about lousy research. In his 66 years, the goose has seen, participated in creating, reading, and analyzing research reports. Some from the blue chip outfits meet rigorous standards. Others, usually from the azurini, would have earned a D or F when I did a short bout of teaching when I worked as a teaching assistant.
Now the former English teachers who work in azure chip consulting firms get testy when I point out that the studies often use weird methods for creating a sample, lack meaningful analyses, and offer sci-fi type conclusions. That’s okay. I know that research methods are mostly great fun, and the tidal wave of studies make clear the truth in old saws about statistics; for example: “Facts are stubborn things, but statistics are more pliable.” For folks who don’t know what to do with their work time, studies fill up the gaps.
Nevertheless, I want to point to a study. Yep, I know it’s risky. Point your browser at “Study: Music, Not Apps, Rules iTunes.” Here’s the key passage from the azure chip outfit which produces data on activities that I find mostly inscrutable:
Software apps, which enable iPhone and iPod Touch users to do everything from play games to keep track of their weight, continue to grow in popularity but music is “still central to the iTunes experience,” according to a survey from research firm, The NPD Group. NPD says in contrast with years past, “when every dollar spent at iTunes was on music and video,” apps are now vying for a chunk of that money.
Who can get nervous about this type of statement? Certainly not the goose. The write up does not provide too much data which I find interesting. And the notion that applications for mobile devices like the iPhone and iPod Touch are “vying” for a piece of the action. With a sample of 3,800, it’s clear that “free” is a plus and that where money is concerned, folks buy music.
Why mention this music – Apps issue?
Some publishers may still see the iPad and related devices as a way to get to dry land from the waves in the Great Lake of Red Ink. My take on the research summary is that free is good, music seems to open billfolds and wallets, and Apps are in the race. Will the ponies who place third win the big race? And search. Not in the race it seems. My hunch is that third place horses are long shots. Just my opinion.
Stephen E Arnold, September 3, 2010
Freebie
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