The iPod Is Still Very Much A Music Device
from the as-useful-as-a-vcr dept
New research from Nielsen says that iPods are overwhelmingly still used to listen to music, rather than watch videos. Overall, videos represented 2.2% of the media items played by users of iPods with video functionality, while they spend just 11% of their “iPod time” watching videos. It’s hard to know how to interpret the data just yet, but since the launch of the video iPod, it hasn’t been clear just how consumers would respond to the new paradigm of using an iPod or similar device to watch video — although previous handheld video players haven’t enjoyed huge sales. Part of the success of the iPod as a music player is due to how easy the iTunes software makes it for users to rip their CDs and put the content onto their device; iTunes can’t do the same for DVDs and video. But the bigger problem, perhaps, is that watching video is an activity that requires the user’s full attention, it’s not like listening to music, which is a rather passive activity that can be done doing other things. Of course, maybe the iPod just isn’t as a good a video player as it is a music player, either. Before condemning handheld or mobile video as dead, the market could use some tinkering with business models, as well as the release of more devices to see if consumers are really interested. But here’s one suggestion: if your video efforts are resting on selling expensive, locked-down reformatted content, you might want to rethink things.