About 40% of US online adults now have a home theater audio system connected to their TVs, providing a better sound experience than the typical speakers connected to a PC or those built into a boom box. Forrester’s Consumer Technographics® data shows that US consumers who have home theater systems take home entertainment seriously; they have a variety of entertainment devices, including set-top boxes, connected to their TVs.
As Apple often does with download milestones, it gave a prize to the 10 billionth download customer and revealed that the song downloaded was “Guess Things Happen That Way” by Johnny Cash, a song which originally dates back to 1958. Given that Country fans skew older than most music fans (nearly two thirds are over 45) it is interesting to contrast this with the downloader of the billionth Apple App Store App: Connor Mulcahey aged just 13.
Apple’s music and App stores straddle paid content’s demographic fault line. Apps - a fundamentally interactive experience - are tailor made for the digital natives, whereas the static 99 cents music download remains wedded to a bygone era. Of course the kids still like music, but the current digital music product doesn’t compel them to part with their cash in the way an App does. The simple fact is that Apps have far greater monetary value for youth than music does.