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NPD: iPhone Users Download the Most

4 May, 2010 By: Erik Gruenwedel

Thanks to the iTunes Store and creation of the App Store, Apple iPhone and iPod Touch users download more content from the Internet than video game console and Blu-ray Disc player owners, according to a new report.

The NPD Group, in a new entertainment trends study, found that 75% of iPhone and iPod Touch users download apps, music and video from the Web, compared with 19% of game console owners and 17% of those with connected Blu-ray players.

Free apps were the most popular download category among iPhone/iPod Touch users, followed by video-game apps and music downloads.

Consumers who connected via game consoles opted for game add-ons, followed by purchased downloads of entire games and movie rentals.

Indeed, the NPD said that one-third of Blu-ray consumers who actually connected via their BD player reported downloading a movie rental.

“Entertainment companies need to start to thinking of apps in broader terms, not only as a way of garnering direct sales from downloads, but also as a pathway to paying for additional entertainment content,” said Russ Crupnick, entertainment industry analyst for NPD. “For example, an app that reviews movies could also be a direct channel for purchasing DVDs, [Blu-ray Discs], or digital forms of video.”

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