@Pandora Kills in Brand Recognition Among "Frequent Social Networkers" -- via @alleyinsider [Music]
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This study by Edison Research focused on the demographics of the most avid users of social networks, and the rest of the chart gallery offers a fascinating look into the state of things on the social web.
But what struck me was the massive lead Pandora has over Last.fm in mindshare among these folks. Maybe because the latter is a UK-based service? Or most people are still too shy to share their listening habits with the world?
Whatever the reason, I found it interesting because the study focused on people likely to be early adopters, and nearly all the early adopters I know are avid Last.fm users, while less geeky people gravitate toward Pandora.
Plus, Aol Radio placed second, between top finisher Pandora and bronze medalist Last.fm? I don't even know anyone who has ever mentioned Aol Radio. Maybe their Winamp integration helps?
Takeaway: Last.fm needs to look at ways in which it can reach a wider audience, at least in the United States. Their excellent privacy settings allow you to fine-tune who can see what you're listening to, and Last.fm should trumpet those settings and their ease of use from the digital hilltops to capture users weary of confusing privacy paradigms like the one that got Facebook in hot water recently.
Privacy is a massive strength, as long as you're doing it right from the gate, which Last.fm seems to have accomplished. The next step is to make sure potential users know about that accomplishment and the value controlled scrobbling can have to even the most cloistered music fans.
Source: Silicon Alley Insider
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