For Consumer Product Strategy Professionals

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	September 22, 2008 Portable Media Players Identifying Opportunity in a Maturing European Market by Mark Mulligan with Ian Fogg, Laurence Meyer

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Executive Summary

By mid-2008, Apple reported selling more than five billion tracks globally on its iTunes Music Store. At the same point in time, cumulative global iPod sales surpassed 160 million. Thus, 31 tracks have been sold for every one iPod.

Key Questions

• What share of Europeans own portable media players (PMPs), and how does this differ by country?
• How will PMP ownership growth evolve?
• What are the key media activities of PMP owners?

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