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January 31, 2008

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NPD Group: Nearly half of 9 to 14 year-olds get music via iTunes

Posted Jan. 31, ’08, 11:43 AM PT by Cyrus Farivar
Category | iTunes » iTunes Store

Man oh man, this surely must be music to Herr Jobs’ ears.

Those little tykes who were just four years old (!) when the iTunes (Music) Store debuted in 2003 have now gotten all growed up and are buying music of their own. Says a recently published study of the “tween” demographic, the NPD Group says that 49 percent of this crowd is getting their music off of iTunes.

“The recording industry has focused on high-profile litigation programs as a deterrent, and education initiatives to communicate alternatives to illegal music file sharing,” said NPD vice president Russ Crupnick, in a statement. “Findings in this report suggest that the industry can still do more to promote specific ways children can obtain digital music legally, through pre-paid accounts and gift cards.”

So while it may be easy to label these kids as having seen the light and learning not to pirate music, it may just be that their parents (likely the ones funding these purchases) find iTunes to be the easiest as well.

[via Apple 2.0]


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