iTunes Reaches 14 Percent of U.S. Active Internet Universe

Traffic to Apple’s iTunes Web site and use of the iTunes application has skyrocketed 241 percent over the past year, from 6.1 million unique visitors in December 2004 to 20.7 million in December 2005, reaching nearly 14 percent of the active Internet population.

Teens are disproportionately represented among iTunes users; 12 to 17 year olds are nearly twice as likely to visit the iTunes Web site and use the application as the average Internet user. iTunes users are also more likely to be male; the site’s traffic is 54 percent male and 46 percent female.

The rapid growth of iTunes is an important phenomenon in the online media marketplace. Consumers have clearly indicated that they are eager to control their own music libraries, one song at a time,.

iTunes users form a distinct target audience with identifiable brand preferences. Their favorite car make is Volkswagen, which they are 2.2 times more likely to own than the average Internet user. Other popular car makers among the group include Audi and Subaru. In terms of beverages, their alcohol of choice is hard cider, followed by imported and domestic beer. Nielsen//NetRatings Plan Profile Points for iTunes Users Publ 20060119