iTunes users are yet to embrace the app phenomenon, with the majority still yet to pay for an app on the store, according to new research.
The study from the NPD Group, looked at the buying habits of iTunes users. It found that while nearly every iPhone and iPod Touch user has downloaded a free app, users were more likely to pay for music than an application.
Of the 3,862 people surveyed by NPD, about 82 percent of iPhone and iPod Touch users have purchased music, while 56 percent of iTunes users bought music from the service exclusively.
NPD found that 9 out of 10 iPhone and iPod touch users said they had downloaded a freebie app. Russ Crupnick, vice president and senior entertainment analyst at NPD, said this behavior could lead to a “major up-selling opportunity to paid versions of the same app.”
“Apps and video certainly do compete for consumer dollars, but they can also be used to promote music and re-energize digital music and video download sales,” Crupnick said.
About 69 percent of those who have yet to pay for an app, meanwhile, said that they are interested in paying for one in the future. NPD, however, did not break out an exact percentage of how many respondents purchased apps.
Get Netimperative updates on Twitter