HitWise uses a network-centric methodology to find out what users are interested in. This means they get information like what site their customers view or what they search for, from ISPs (in an anonymous way).

The search term data show us that if it is possible to unseat a product with such a dominant market share as the iPod, it will be a long slow road. People are slowly checking out the Zune, reading reviews, and seeing what other people think before they make the leap. Its social networking features will need a signficant amount of time to gain hold. After all, it took MySpace over a year to rise to dominance, not just one month.

Another metric worth looking at is Demographics. By examining the demographics of the iTunes website versus Zune.net is our best indication of who us already using the iPod versus who is considering purchasing a Zune. The first thing that pops out is that visitors to the iTunes site are more likely to be female, while visitors to Zune.net are more likely to be male. Not surprising, as males are typically early adopters. The difference in age groups shows that iTunes users are strongest in the 25-44 age groups, while Zune.net is attracting more 18-24 year olds and 45-54 year olds. It makes sense that young males would be checking out the Zune, but what about 45-54 year olds? Are they older geeks (early adopters too), or parents of teens?

[via HitWise] 

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