Latent Demand
Written Mar. 30, 2010 by Tom Webster in Podcasting + Technology with 0 Comments
There's no better predictor of behavior than behavior. Yesterday's nugget from our upcoming Infinite Dial 2010 study reported that one in four Americans had ever hooked their iPod/MP3 player up to their car stereo. This number, to use the parlance of a statistician, is frickin' huge. It's huge because one in four cars are not equipped with simple iPod interfaces or docks. Instead, nearly 25% of Americans 12+ (or, more than half of Americans who own an MP3 player) have weathered considerable friction to listen to their devices in their cars. Tens of millions of us have used cassette adapters, crappy FM transmitters and other Rube Goldberg-ian contraptions to hear our own music on our car radios.
What this means, of course, is that far more than one in four of us want to listen to iPods in our cars, and when that process is frictionless and seamless for all of us, that number will explode.
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