Posers may abandon iPod

People who buy an iPod to ‘look cool’ are more likely to switch to another brand of MP3 player next time around.

According to a study, almost one-third of consumers who cited improved social status as the primary reason for purchasing an iPod are likely to switch brands.

Those who purchased an iPod because of brand familiarity or the recommendation of trusted friend are significantly less likely to switch brands (8 per cent and 14 per cent respectively).

Michael Greeson, president of The Diffusion Group, who did the study, said: "It is widely recognized that early adopters embrace new technologies because of factors such as novelty and social status.

"They want to be the first to own the latest new gadget because it enhances their social standing among their peer group. On the other hand, mainstream consumers more often than not buy innovative technologies because of some perceived pragmatic benefit. For example, purchasing an iPod may enable them to record, transfer, and listen to music in a much easier and more enjoyable way than their Sony Walkman."

The earliest of adopters will stay loyal to a specific brand only as long as new versions of the device (and the brand in general) continue to be perceived as cutting edge or "cool" among their social group.

"If a "cooler" device comes along," Greeson said, "these same consumers will be the first to jump ship. The challenge for companies like Apple is to maintain "coolness" while becoming more mainstream - a difficult challenge given that "going mainstream" often means losing your uniqueness.

"When everybody owns an iPod, owning an iPod is no longer special or cool."

http://www.thediffusiongroup.com