iPod Users Are Among the Internet's Most Prolific Influencers and Advertisers, Intelliseek Study Finds

Consumer-Generated Media study uncovers unusually high levels of content


Oct 24, 2005, 01:00 ET from Intelliseek

    CINCINNATI, Oct. 24 /PRNewswire/ -- Consumers who own iPods are
 significantly more likely to create and spread consumer-generated media (CGM)
 on the Internet, a trend likely to increase with the incorporation of video
 content into iPods, says a recent consumer behavior study by buzz analytics
 firm Intelliseek.
     According to Intelliseek's 2005 Consumer-Generated Media and Behavior
 Study, iPod users are twice as likely to have authored a blog than consumers
 who do not own MP3 players, and they outpace other MP3 owners on creating and
 posting content online.  iPod users are also 2.5 times as likely to exchange
 text messages on cellular phones (59% vs. 24% of non-owners), three times as
 likely to take photos with a camera phone (45% vs. 15%), and three times as
 likely to download video clips and movies to a personal computer (47% versus
 16%). The representative study of 660 online consumers was conducted in
 August, 2005.
     The study finds that iPod users also are product innovators, significantly
 more likely to own digital video recorders, personal digital assistants,
 digital cameras, laptop computers and cell phones than non-iPod owners.  They
 tend to link to the Internet via broadband and wireless connections, and are
 more likely than others to skip past or filter advertisements, especially
 online, a behavior that may be linked as much to high usability/interface
 expectations as it is to a dislike of advertising.
     Unsolicited CGM Research/Analysis
     The amount and depth of consumer-generated media about Apple products on
 message boards, forums, ratings sites and other CGM venues support this
 conclusion, the study finds. On blogs alone, nearly 1% of all new blog entries
 directly or indirectly mention iPod products, roughly equal to the total
 amount of online conversations citing MP3 players in general.  First-person
 product testimonials about iPods also index highly across message boards,
 forums and ratings sites.
     "iPod users have more word-of-mouth tools at their disposal to spread
 opinions and reviews about their iPod experiences," said Pete Blackshaw,
 Intelliseek's chief marketing officer. "Provided iPods continue to delight
 consumers, Apple will benefit from a growing volume of free, trusted
 advertising from other consumers."
     The Intelliseek Consumer-Generated Media Study confirms that while word-
 of-mouth recommendations from personal acquaintances carry the most weight in
 influencing purchases, even CGM from Internet strangers is a more powerful
 influence than paid advertising.
     Free Webinar
     Blackshaw will discuss the iPod findings in a free 4 p.m. webinar
 Wednesday, Oct. 26.  The full study, to be released in November, will explore
 all dimensions of consumer-generated media, especially as it relates to
 traditional advertising.
     Webinar registration: http://www.intelliseek.com/events.asp#webinar2
     Study information: http://www.intelliseek.com/researchpubs.asp#cgmresearch
     About Intelliseek (http://www.intelliseek.com)
     Cincinnati-based Intelliseek, a 2004 co-founder of the Word-of-Mouth
 Marketing Association, creates marketing intelligence for companies and brands
 by measuring and analyzing all forms of consumer-generated media. It also owns
 BlogPulse.com, a free blog search engine and blog analysis website.

SOURCE Intelliseek