Nielsen Media Research has begun gathering its first data on the audience for Apple’s iPod, calling into question the popularity of its video offering.
Owners of Apple’s ubiquitous portable media device spend far more time on it listening to music or audio podcasts than they do using it to watch TV or movies. That was among the findings in an unprecedented preliminary study conducted by the audience-measurement service in October — about one year after a video window was introduced to iPod and its corresponding Internet platform, iTunes.
The iPod research conducted by Nielsen, which is owned by VNU Group, parent company of The Hollywood Reporter, is the first publicly available independently published data on consumption habits for the device. Nielsen monitored a panel of 400 iPod users in the U.S. from October 1-27 as part of its new initiative, Anywhere Anytime Media Measurement, or A2M2, which aims to measure audiences on myriad emerging digital platforms.
Among the findings: Less than 1% of content items played by iPod users on either iTunes or the device itself were videos. Among video iPod users, that percentage barely improves, up to 2.2%.
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