Traffic to Apple’s iTunes Web site and use of the iTunes application has skyrocketed 241% over the past year, from 6.1 million unique visitors in December 2004 to 20.7 million in December 2005, reaching nearly 14 percent of the active Internet population, according to Nielsen//NetRatings.
Teens are disproportionately represented among iTunes users; 12 to 17 year olds are nearly twice as likely to visit the iTunes Web site and use the application as the average Internet user. iTunes users are also more likely to be male; the site’s traffic is 54 percent male and 46 percent female.
“The rapid growth of iTunes is an important phenomenon in the online media marketplace,” said Jon Gibs, director of media analytics, Nielsen//NetRatings. “Consumers have clearly indicated that they are eager to control their own music libraries, one song at a time,” he continued.
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