The Mobile won’t be an iPod Killer Claims Dr Bull

Dr Michael Bull, a British sociologist, specialises in studying
people’s listening habits as they’re on the move. So he used to be into
Walkmans and now is known as "Professor iPod". His basic theme (if you
can summarise a man’s work in a sentence) is that people like iPods (or
Walkmans) because it allows them to feel in control of their
environment and to cut themselves off from what’s happening in the
world around them.

If you envisage the average commuter journey in London, New York or Tokyo, you can see that this might be reasonable.

But his recent survey of 1,000 iPod users has concluded that they "hate their cell phones" and because of that

As entertainment and gaming companies – to say nothing of direct
advertisers – brainstorm ways to connect with millions of potential
customers on their mobile technology, Bull says it will be a tough sell

Hmm. All generalisation are wrong, including this one.

While the relative handful of iPod users (in comparison to mobile
users) may relish the opportunity to create their own oasis from time
to time, this doesn’t mean that no one wants games on their phone, for instance.
Indeed, even if every iPod user eschewed mobile gaming, it wouldn’t
dent the mobile gaming industry, as there’s just not enough of them, by
comparison.

Equally, I know from my own work that some people love to receive
mobile commercially based conversations (aka mobile marketing) – if you
get it right, people text back their thanks. Sure, this new form of
marketing is more difficult than the old interruptive sort and people
are becoming more adept at screening ads out of their lives. But to
write off a whole industry because some iPod users say they’d prefer
not to have their mobile interrupt them, seems to be a little over the
top.

Anyway, the iPod is going the way of the digital camera soon. While
there will be a chunk of the market who want their own cultural fashion
icon, the vast majority will be listening to music on one device only –
and that’s never going to be the iPod.

The area of academia I would find interesting is if there’s any
relationship between happiness/success and unhappiness/inadequacy
depending on the mix of music you carry around in your iPod. Music is a
powerful mood influencer, so do Leonard Cohen fans have a bleaker view
on life than say, Busted fans?

I think we should be told.

Story source: Personal Tech Pipeline.

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