BIGresearch Profiles MP3 Users

They're Young, Better Educated and Have High Incomes


COLUMBUS, OH -- (MARKET WIRE) -- 02/22/06 -- Who is listening to the
over 50 million MP3 players sold last year? BIGresearch's Simultaneous
Media Survey (SIMMVII) provides a look at the users of MP3 players and
the picture is a good one.


The basic demographic profile of MP3 users is: Male 64.4%; Female
35.6%; Average for Years of Education 14.5%; and Income $67,854. 52.1%
are from homeowner households.


The top 5 consumption profiles for MP3 users look like this:





Percentage Automobile Stores Shopped Most Often

Brand Ownership Men's Clothing

---------------------- -------------------------

1. Ford 13.8% 1. Wal-Mart 9.7%

2. Chevrolet 10.3% 2. JC Penney 5.2%

3. Toyota 7.7% 3. Kohls 4.7%

4. Honda 7.0% 4. Old Navy 3.1%

5. Nissan (tie) 5.5% 5. Target (tie) 2.7%

Dodge (tie) 5.5% Macy's (tie) 2.7%


Stores Shopped Most Often Stores Shopped Most Often

Women's Clothing Electronics

------------------------- -------------------------

1. Wal-Mart 7.5% 1. Best Buy 36.1%

2. Kohls 4.0% 2. Wal-Mart 9.1%

3. JC Penney 3.3% 3. Circuit City 7.1%

4. Macy's 2.8% 4. Fry's 2.7%

5. Target 2.7% 5. Target 1.9%





MP3 users are big technology users and more likely to subscribe to
cable TV, have high speed internet access, satellite RV, access
streaming video on their cell phones and use voice over internet
telecoms services.


Favorite leisure time preferences of MP3 users include: 1. Surfing the
internet; 2. Listening to music; and 3. Watching TV. And when they
watch TV, MP3 users are more likely to be engaged in some other
activity with over 50% saying they regularly or occasionally also go
online, read magazines, newspapers, mail or engage in other
activities.


To comment on this release visit the BIGresearch blog:
http://whencustomerstalk.blogspot.com


About BIGresearch


BIGresearch is a market intelligence firm providing analysis of
consumer behavior in areas of retail, financial services, automotive,
and media. The syndicated Simultaneous Media Usage Survey (SIMM)
monitors more than 15,000 consumers twice each year to identify
opportunities in a fragmented and changing marketplace including the
media.


BIGresearch's methodology provides the most accurate consumer
information in the industry with a margin of error of +/- 1 percent.
Complimentary findings are available at: www.bigresearch.com